Dr. Squatch vs Secret:Which is searched more?
In September 2026, Dr. Squatch had more branded searches than Secret among deodorant and body care brands worldwide. Dr. Squatch had about 382,000 branded searches, while Secret had 110,000. Dr. Squatch made up 14.4% of all deodorant and body care brand searches we track, and Secret accounted for 4.2%. These are worldwide searches for English-language branded terms.
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Is Dr. Squatch or Secret more popular in search?
Compare consumer deodorant and body care brands through worldwide branded search demand. Figures include each brand's wider product range and do not measure odor protection or clinical performance. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Dr. Squatch, Secret. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Dr. Squatch | SALT & STONE | Wild | Native | Vanicream | Secret | Lume | Nécessaire | nuud |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.4% | 14.7% | 10% | 12.7% | 9.9% | 6.3% | 3.5% | 3.2% | 0.72% | 0.47% |
| Nov 2025 | 29.2% | 20.6% | 15.4% | 11.6% | 9.2% | 7.1% | 3.2% | 2.4% | 0.88% | 0.44% |
| Dec 2025 | 30.2% | 18.1% | 16.2% | 9.8% | 11.1% | 7.4% | 3.3% | 2.5% | 0.91% | 0.38% |
| Jan 2026 | 33.1% | 15.4% | 12.3% | 10.7% | 11.6% | 8.1% | 4.4% | 2.8% | 0.92% | 0.51% |
| Feb 2026 | 34.3% | 16% | 12.3% | 11.1% | 9.9% | 8.4% | 3.8% | 2.9% | 0.69% | 0.53% |
| Mar 2026 | 36.6% | 14.3% | 11% | 11.9% | 9.7% | 7.4% | 4% | 3.9% | 0.74% | 0.47% |
| Apr 2026 | 33.4% | 15.9% | 12.2% | 10.8% | 10.3% | 8.2% | 3.7% | 4.4% | 0.73% | 0.51% |
| May 2026 | 37.2% | 14.9% | 11.5% | 12.1% | 9.6% | 6.1% | 3.4% | 4% | 0.67% | 0.57% |
| Jun 2026 | 33% | 13.5% | 12.6% | 13% | 10.8% | 8% | 3.6% | 4.2% | 0.72% | 0.62% |
| Jul 2026 | 31.1% | 12.4% | 14.2% | 14.9% | 10.1% | 7.6% | 4.2% | 4.2% | 0.83% | 0.58% |
| Aug 2026 | 35.4% | 13.8% | 13.5% | 11.6% | 9.7% | 7.1% | 3.9% | 3.7% | 0.72% | 0.45% |
| Sep 2026 | 37.8% | 14.4% | 12.1% | 10.1% | 9.4% | 7.6% | 4.2% | 3.3% | 0.71% | 0.48% |
How has the Dr. Squatch and Secret comparison changed over the last 12 months?
3 findings
- Dr. Squatch was ahead of Secret in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dr. Squatch’s share of searches among deodorant and body care brands worldwide moved from 14.7% to 14.4%, and its estimated monthly branded searches moved from 384K to 382K.
- Across the 12 months ending September 2026, Secret’s share of searches among deodorant and body care brands worldwide moved from 3.5% to 4.2%, and its estimated monthly branded searches moved from 90.5K to 110K.
How did search popularity change for deodorant and body care brands worldwide in September 2026?
2 changes
In September 2026, Dr. Squatch gained share of searches among deodorant and body care brands worldwide, from 13.8% to 14.4%.
Estimated monthly branded searches for Secret worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Dr. Squatch’s and Secret’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.
Dr. Squatch
5 branded search terms
- dr squatch
- dr squatch deodorant
- dr squatch soap
- dr. squatch
- drsquatch
Secret
1 branded search term
- secret deodorant
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