nuud vs Old Spice:Which is more popular?
In October 2026, Old Spice had more branded searches than nuud among deodorant and body care brands worldwide. Old Spice had about 18,100 branded searches, while nuud had 10,400. Old Spice made up 1.4% of all deodorant and body care brand searches we track, and nuud accounted for 0.8%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, neither nuud nor Old Spice appeared in any of the five answers.
Who do people search for more?
Old Spice, about 74% more searches than nuud
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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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, neither nuud nor Old Spice showed up 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–- +1 more
nuud–- +1 more
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
- 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 nuud or Old Spice more popular in search?
This chart shows how often people search Google for nuud and Old Spice 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 Old Spice, nuud. 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% |
Old Spice sells other things too, so only its searches that name this product count here, like “old spice deo stick”.
How has branded search for nuud and Old Spice changed worldwide over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending October 2026: nuud took it in January 2026, Old Spice took it in August 2026.
- Across the 12 months ending October 2026, nuud’s share of searches among deodorant and body care brands worldwide moved from 0.88% to 0.8%, and its estimated monthly branded searches moved from 12.4K to 10.4K.
- Across the 12 months ending October 2026, Old Spice’s share of searches among deodorant and body care brands worldwide moved from 1% to 1.4%, and its estimated monthly branded searches moved from 14.8K to 18.1K.
How did search popularity change for deodorant and body care brands worldwide in October 2026?
2 changes
How are nuud’s and Old Spice’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using nuud’s and Old Spice’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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