--- title: "Lume vs Secret: Which is searched more?" description: "Is Lume or Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant and body care brands set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/lume-vs-secret-deodorant" publisher: "Brandwave" --- # Lume vs Secret: Which is searched more? Is Lume or Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant and body care brands set worldwide. 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. ## Key facts - **Compared**: Lume and Secret - **Competitive set**: Deodorant and body care brands - **Market**: Global - **Month measured**: Sep 2026 - **Lume Share of Search**: 3.3% - **Secret Share of Search**: 4.2% ## Is Lume or Secret more popular in search? - In September 2026, Secret had more branded searches than Lume among deodorant and body care brands worldwide. Secret had about 110,000 branded searches, while Lume had 86,400. Secret made up 4.2% of all deodorant and body care brand searches we track, and Lume accounted for 3.3%. - The lead changed hands 2 times in the 12 months ending September 2026: Lume took it in April 2026, Secret took it in August 2026. - Across the 12 months ending September 2026, Lume’s share of searches among deodorant and body care brands worldwide moved from 3.2% to 3.3%, and its estimated monthly branded searches moved from 84.4K to 86.4K. - 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. ## Top deodorant and body care brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Lume and Secret were each mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Secret was listed before Lume in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Dove | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Native | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Secret | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Vanicream | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Nécessaire | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Lume | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Dr. Squatch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | SALT & STONE | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wild | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | nuud | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about deodorant and body care brands - Asked ChatGPT "Which deodorant and body care brand should I buy?": 1. Dove, 2. Native, 3. Nécessaire - Asked ChatGPT "What are the best deodorant and body care brands?": 1. Dove, 2. Native, 3. Nécessaire, 4. Secret, 5. Lume, 6. Vanicream - Asked ChatGPT "What's the best deodorant and body care brand for sensitive skin?": 1. Vanicream, 2. Dove, 3. Native - Searched Google, AI Overview "deodorant for sensitive skin": 1. Vanicream, 2. Dove - Searched Google, AI Overview "women's deodorant brand": 1. Secret, 2. Dove, 3. Native, 4. Lume Not named in any answer: Dr. Squatch, SALT & STONE, Wild and nuud. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for deodorant and body care brands worldwide in September 2026? - 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. - Estimated monthly branded searches for Secret worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026. ## Month by month | Month | Lume estimated searches | Lume Share of Search | Lume rank | Secret estimated searches | Secret Share of Search | Secret rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 84.4K | 3.2% | 8 | 90.5K | 3.5% | 7 | | Nov 2025 | 68.1K | 2.4% | 8 | 90.5K | 3.2% | 7 | | Dec 2025 | 69.1K | 2.5% | 8 | 90.5K | 3.3% | 7 | | Jan 2026 | 69.6K | 2.8% | 8 | 110K | 4.4% | 7 | | Feb 2026 | 69.3K | 2.9% | 8 | 90.5K | 3.8% | 7 | | Mar 2026 | 105K | 3.9% | 8 | 110K | 4% | 7 | | Apr 2026 | 108K | 4.4% | 7 | 90.5K | 3.7% | 8 | | May 2026 | 108K | 4% | 7 | 90.5K | 3.4% | 8 | | Jun 2026 | 106K | 4.2% | 7 | 90.5K | 3.6% | 8 | | Jul 2026 | 112K | 4.2% | 7 | 110K | 4.2% | 8 | | Aug 2026 | 106K | 3.7% | 8 | 110K | 3.9% | 7 | | Sep 2026 | 86.4K | 3.3% | 8 | 110K | 4.2% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Lume’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. - **Lume**: Measured on the search terms “lume antiperspirant”, “lume body wash”, “lume deodorant” and “lume wipes”, summed into one figure. - **Secret**: Measured on the search term “secret deodorant”. - [Lume profile](/demand/global-en/brands/lume) - [Secret profile](/demand/global-en/brands/secret-deodorant) - [All deodorant and body care brands worldwide](/demand/global-en/categories/deodorant-brands): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Lume or Secret more popular in search? In September 2026, Secret had more branded searches than Lume among deodorant and body care brands worldwide. Secret had about 110,000 branded searches, while Lume had 86,400. Secret made up 4.2% of all deodorant and body care brand searches we track, and Lume accounted for 3.3%. ## Cite this page Brandwave. "Lume vs Secret: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/lume-vs-secret-deodorant This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/lume-vs-secret-deodorant. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.