Dove vs St.Tropez:Which is more popular?
In September 2026, St.Tropez had more branded searches than Dove among gradual tan brands worldwide. St.Tropez had about 201,000 branded searches, while Dove had 12,100. St.Tropez made up 54.2% of all gradual tan brand searches we track, and Dove accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about gradual tan brands, St.Tropez appeared in two of the five answers and Dove in one. Dove and St.Tropez were each mentioned first in one of the two answers that named either.
Who do people search for more?
St.Tropez, about 17 searches for every 1 for Dove
Who does AI mention more?
St.Tropez, mentioned in 2 of 5 answers, Dove in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top gradual tan brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, St.Tropez was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dove was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dove and St.Tropez were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Bondi Sands1st
Jergens2nd
Tan-Luxe3rd- St.Tropez4th
- Tanologist5th
Dove6th
Bali Body7th
Palmer's–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Jergens5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bondi Sands5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tanologist3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- St.Tropez2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tan-Luxe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dove1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bali Body1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Palmer's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about gradual tan brands
5 answers
Asked ChatGPT
“Which gradual tan brand should I buy?”
Asked ChatGPT
“What are the best gradual tan brands?”
Asked ChatGPT
“What's the best gradual tan brand for slow build colour?”
Searched Google, AI Overview
“best gradual tan”
Searched Google, AI Overview
“gradual tan lotion”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Dove or St.Tropez more popular in search?
This chart shows how often people search Google for Dove and St.Tropez by name. Each line represents a brand's share of searches for all eight gradual tan brands we track, month by month, from English-language searches worldwide.
Share of searches by month for St.Tropez, Dove. The figures are in the table below the chart.
View monthly share of searches table
| Month | St.Tropez | Jergens | Tanologist | Bondi Sands | Dove | Bali Body | Tan-Luxe | Palmer's |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.8% | 33.5% | 7.7% | 4.2% | 4.2% | 1.9% | 0.83% | 1% |
| Nov 2025 | 42.3% | 38.4% | 8.5% | 3.8% | 3.8% | 1.7% | 0.92% | 0.61% |
| Dec 2025 | 51.3% | 30.5% | 8.4% | 3.1% | 3.8% | 1.7% | 0.75% | 0.5% |
| Jan 2026 | 55.6% | 26.7% | 7.5% | 2.7% | 4.1% | 2.2% | 0.66% | 0.44% |
| Feb 2026 | 46.8% | 30% | 9.4% | 2.8% | 7.7% | 1.9% | 0.83% | 0.56% |
| Mar 2026 | 48.1% | 27.8% | 11.8% | 3.5% | 5.3% | 1.3% | 1.3% | 0.85% |
| Apr 2026 | 52.3% | 22.5% | 12.9% | 3.9% | 4.7% | 1.1% | 1.4% | 1.1% |
| May 2026 | 53.6% | 18.8% | 10.8% | 3.9% | 5.9% | 1.2% | 1.8% | 3.9% |
| Jun 2026 | 63.6% | 16.7% | 7% | 3.8% | 4.7% | 1.1% | 1.7% | 1.4% |
| Jul 2026 | 68.6% | 16.3% | 5% | 3.4% | 3.4% | 1% | 1.5% | 0.82% |
| Aug 2026 | 66% | 19.2% | 4.9% | 3.2% | 3.2% | 1.4% | 1.2% | 0.79% |
| Sep 2026 | 54.2% | 28.5% | 6% | 4% | 3.3% | 2.2% | 1.2% | 0.78% |
How has the Dove and St.Tropez comparison changed over the last 12 months?
3 findings
- St.Tropez was ahead of Dove in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dove’s share of searches among gradual tan brands worldwide moved from 4.2% to 3.3%, and its estimated monthly branded searches held steady at 12.1K.
- Across the 12 months ending September 2026, St.Tropez’s share of searches among gradual tan brands worldwide moved from 46.8% to 54.2%, and its estimated monthly branded searches moved from 135K to 201K.
How did search popularity change for gradual tan brands worldwide in September 2026?
1 change
In September 2026, St.Tropez lost share of searches among gradual tan brands worldwide, from 66% to 54.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dove’s and St.Tropez’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among gradual tan brands
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