Dove vs Tan-Luxe:Which is more popular?
In September 2026, Dove had more branded searches than Tan-Luxe among gradual tan brands worldwide. Dove had about 12,100 branded searches, while Tan-Luxe had 4,400. Dove made up 3.3% of all gradual tan brand searches we track, and Tan-Luxe accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about gradual tan brands, Tan-Luxe appeared in two of the five answers and Dove in one. Tan-Luxe was mentioned before Dove in every answer that named either.
Who do people search for more?
Dove, about 3 searches for every 1 for Tan-Luxe
Who does AI mention more?
Tan-Luxe, mentioned in 2 of 5 answers, Dove in 1
Who does AI recommend more?
Tan-Luxe, named ahead of Dove in 2 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, Tan-Luxe 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. Tan-Luxe was listed before Dove in every answer 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 Tan-Luxe more popular in search?
This chart shows how often people search Google for Dove and Tan-Luxe 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 Dove, Tan-Luxe. 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 Tan-Luxe comparison changed over the last 12 months?
3 findings
- Dove was ahead of Tan-Luxe 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, Tan-Luxe’s share of searches among gradual tan brands worldwide moved from 0.83% to 1.2%, and its estimated monthly branded searches moved from 2.4K to 4.4K.
How did search popularity change for gradual tan brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Tan-Luxe worldwide rose 83.3% over 12 measured months, from 2.4K to 4.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dove’s and Tan-Luxe’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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