Nécessaire vs SALT & STONE:Which is more popular?
In September 2026, SALT & STONE had more branded searches than Nécessaire among deodorant and body care brands worldwide. SALT & STONE had about 320,000 branded searches, while Nécessaire had 18,700. SALT & STONE made up 12.1% 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, Nécessaire appeared in two of the five answers and SALT & STONE in none.
Who do people search for more?
SALT & STONE, about 17 searches for every 1 for Nécessaire
Who does AI mention more?
Nécessaire, mentioned in 2 of 5 answers, SALT & STONE in 0
Who does AI recommend more?
Nécessaire, the only one of the two named
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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, 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. SALT & STONE did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Dove1st
Native2nd
Secret3rd
Vanicream4th- Nécessaire5th
Lume6th
Dr. Squatch–- SALT & STONE–
Wild–
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
Asked ChatGPT
“Which deodorant and body care brand should I buy?”
Asked ChatGPT
“What are the best deodorant and body care brands?”
Asked ChatGPT
“What's the best deodorant and body care brand for sensitive skin?”
Searched Google, AI Overview
“deodorant for sensitive skin”
Searched Google, AI Overview
“women's deodorant brand”
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 Nécessaire or SALT & STONE more popular in search?
This chart shows how often people search Google for Nécessaire and SALT & STONE 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.
Share of searches by month for SALT & STONE, Nécessaire. 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 Nécessaire and SALT & STONE comparison changed over the last 12 months?
3 findings
- SALT & STONE was ahead of Nécessaire in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Nécessaire’s share of searches among deodorant and body care brands worldwide moved from 0.72% to 0.71%, and its estimated monthly branded searches held steady at 18.7K.
- Across the 12 months ending September 2026, SALT & STONE’s share of searches among deodorant and body care brands worldwide moved from 10% to 12.1%, and its estimated monthly branded searches moved from 261K to 320K.
How did search popularity change for deodorant and body care brands worldwide in September 2026?
1 change
In September 2026, SALT & STONE lost share of searches among deodorant and body care brands worldwide, from 13.5% to 12.1%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Nécessaire’s and SALT & STONE’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.
Nécessaire
2 branded search terms
- necessaire body wash
- necessaire deodorant
SALT & STONE
4 branded search terms
- salt & stone
- salt and stone
- saltandstone
- saltstone
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