Nivea vs Secret:Which is more popular?
In October 2026, Secret had more branded searches than Nivea among deodorant and body care brands worldwide. Secret had about 110,000 branded searches, while Nivea had 5,400. Secret made up 8.5% of all deodorant and body care brand searches we track, and Nivea accounted for 0.42%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, Secret appeared in two of the five answers and Nivea in none.
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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, Secret was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Nivea 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
SALT & STONE5th
Nécessaire6th
Lume7th
Wild–
Dr. Squatch–- +2 more
Nivea–
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
- SALT & STONE1 of 5Named in 1 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
- Dr. Squatch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Nivea0 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 Nivea or Secret more popular in search?
This chart shows how often people search Google for Nivea and Secret by name. Each line represents a brand's share of searches for all 12 deodorant and body care brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Secret, Nivea. The figures are in the table below the chart.
View monthly share of searches table
| Month | SALT & STONE | Dove | Wild | Native | Secret | Lume | Dr. Squatch | Vanicream | Nécessaire | Old Spice | nuud | Nivea |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 30.7% | 16.1% | 23.2% | 11.7% | 6.4% | 4.3% | 2.9% | 0.85% | 1.7% | 1% | 0.88% | 0.31% |
| Dec 2025 | 33.1% | 16.1% | 20% | 12.3% | 6.8% | 4.5% | 2.5% | 0.91% | 1.8% | 0.91% | 0.77% | 0.33% |
| Jan 2026 | 24.8% | 18.5% | 21.6% | 13.4% | 8.9% | 4.9% | 2.7% | 1.2% | 1.9% | 0.8% | 1% | 0.36% |
| Feb 2026 | 25.8% | 18% | 23.3% | 11.8% | 7.9% | 5.3% | 2.9% | 1.3% | 1.4% | 0.86% | 1.1% | 0.38% |
| Mar 2026 | 22.6% | 17.6% | 24.5% | 12.4% | 8.3% | 6.8% | 3% | 1.1% | 1.5% | 0.91% | 0.95% | 0.41% |
| Apr 2026 | 24% | 18.7% | 21.3% | 10.8% | 8.8% | 7.2% | 3.9% | 1.4% | 1.4% | 0.96% | 1% | 0.53% |
| May 2026 | 23.5% | 17.1% | 24.5% | 10.1% | 8.2% | 6.8% | 3.7% | 2% | 1.3% | 1.1% | 1.1% | 0.49% |
| Jun 2026 | 21.9% | 19.1% | 27.4% | 9.4% | 7.7% | 6.3% | 2.8% | 1.5% | 1.3% | 1% | 1.1% | 0.46% |
| Jul 2026 | 24.9% | 18.5% | 26.2% | 9% | 7.3% | 6% | 2.7% | 1.5% | 1.5% | 0.98% | 1% | 0.44% |
| Aug 2026 | 25% | 18.3% | 25.9% | 8.9% | 7.2% | 5.9% | 3.2% | 1.8% | 1.3% | 1.2% | 0.83% | 0.43% |
| Sep 2026 | 24.6% | 21% | 20.5% | 8.5% | 8.5% | 5.7% | 3.1% | 3.8% | 1.4% | 1.4% | 0.97% | 0.42% |
| Oct 2026 | 24.2% | 21.1% | 20.7% | 8.5% | 8.5% | 5.7% | 3.8% | 3.1% | 1.7% | 1.4% | 0.8% | 0.42% |
Nivea sells other things too, so only its searches that name this product count here, like “nivea deo stick”.
How has branded search for Nivea and Secret changed worldwide over the last 12 months?
3 findings
- Secret was ahead of Nivea in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Nivea’s share of searches among deodorant and body care brands worldwide moved from 0.31% to 0.42%, and its estimated monthly branded searches moved from 4.4K to 5.4K.
- Across the 12 months ending October 2026, Secret’s share of searches among deodorant and body care brands worldwide moved from 6.4% to 8.5%, 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 October 2026?
2 changes
How are Nivea’s and Secret’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Nivea’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.
Other head-to-heads among deodorant and body care brands
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