Brandwave

Lume vs Nécessaire:Which is more popular?

In September 2026, Lume had more branded searches than Nécessaire among deodorant and body care brands worldwide. Lume had about 86,400 branded searches, while Nécessaire had 18,700. Lume made up 3.3% of all deodorant and body care brand searches we track, and Nécessaire accounted for 0.71%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, Lume and Nécessaire each appeared in two of the five answers. Nécessaire was mentioned before Lume in two out of three answers that named either.

Among deodorant and body care brands worldwide in September 2026

Who do people search for more?

Lume, about 5 searches for every 1 for Nécessaire

Lume 86.4K searchesNécessaire 18.7K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Lume in 2 of 5Nécessaire in 2 of 5

Who does AI recommend more?

Nécessaire, named ahead of Lume in 2 of 3 answers

Nécessaire first in 2Lume first in 1

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Top deodorant and body care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Lume was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Nécessaire was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nécessaire was listed before Lume in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dove1st
  2. Native2nd
  3. Secret3rd
  4. Vanicream4th
  5. Nécessaire5th
  6. Lume6th
  7. Dr. Squatch–
  8. SALT & STONE–
  9. Wild–
  10. nuud–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Dove5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Native4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vanicream3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Secret2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lume2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nécessaire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dr. Squatch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SALT & STONE0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wild0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • nuud0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about deodorant and body care brands

5 answers

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 20, 2026.

Is Lume or Nécessaire more popular in search?

This chart shows how often people search Google for Lume and Nécessaire by name. Each line represents a brand's share of searches for all ten deodorant and body care brands we track, month by month, from English-language searches worldwide.

Lume and Nécessaire among deodorant and body care brands worldwide, by month

Share of searches by month for Lume, Nécessaire. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveDr. SquatchSALT & STONEWildNativeVanicreamSecretLumeNécessairenuud
Oct 202538.4%14.7%10%12.7%9.9%6.3%3.5%3.2%0.72%0.47%
Nov 202529.2%20.6%15.4%11.6%9.2%7.1%3.2%2.4%0.88%0.44%
Dec 202530.2%18.1%16.2%9.8%11.1%7.4%3.3%2.5%0.91%0.38%
Jan 202633.1%15.4%12.3%10.7%11.6%8.1%4.4%2.8%0.92%0.51%
Feb 202634.3%16%12.3%11.1%9.9%8.4%3.8%2.9%0.69%0.53%
Mar 202636.6%14.3%11%11.9%9.7%7.4%4%3.9%0.74%0.47%
Apr 202633.4%15.9%12.2%10.8%10.3%8.2%3.7%4.4%0.73%0.51%
May 202637.2%14.9%11.5%12.1%9.6%6.1%3.4%4%0.67%0.57%
Jun 202633%13.5%12.6%13%10.8%8%3.6%4.2%0.72%0.62%
Jul 202631.1%12.4%14.2%14.9%10.1%7.6%4.2%4.2%0.83%0.58%
Aug 202635.4%13.8%13.5%11.6%9.7%7.1%3.9%3.7%0.72%0.45%
Sep 202637.8%14.4%12.1%10.1%9.4%7.6%4.2%3.3%0.71%0.48%

How has the Lume and Nécessaire comparison changed over the last 12 months?

3 findings

How did search popularity change for deodorant and body care brands worldwide in September 2026?

1 change

  1. Lume’s share of searches among deodorant and body care brands worldwide has lost ground for 3 months in a row, from 4.2% to 3.3% in September 2026.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Lume’s and Nécessaire’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.

Lume

4 branded search terms

  • lume antiperspirant
  • lume body wash
  • lume deodorant
  • lume wipes

Nécessaire

2 branded search terms

  • necessaire body wash
  • necessaire deodorant

How the Brand Demand Index is measured

Other head-to-heads among deodorant and body care brands

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