--- title: "SALT & STONE vs Secret: Which is searched more?" description: "Is SALT & STONE 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/salt-and-stone-vs-secret-deodorant" publisher: "Brandwave" --- # SALT & STONE vs Secret: Which is searched more? Is SALT & STONE 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**: SALT & STONE and Secret - **Competitive set**: Deodorant and body care brands - **Market**: Global - **Month measured**: Sep 2026 - **SALT & STONE Share of Search**: 12.1% - **Secret Share of Search**: 4.2% ## Is SALT & STONE or Secret more popular in search? - In September 2026, SALT & STONE had more branded searches than Secret among deodorant and body care brands worldwide. SALT & STONE had about 320,000 branded searches, while Secret had 110,000. SALT & STONE made up 12.1% of all deodorant and body care brand searches we track, and Secret accounted for 4.2%. - SALT & STONE was ahead of Secret in every measured month of the 12 months ending September 2026. - 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. - 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, Secret was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. SALT & STONE did not appear in any of the five answers. 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? - In September 2026, SALT & STONE lost share of searches among deodorant and body care brands worldwide, from 13.5% to 12.1%. - 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 | SALT & STONE estimated searches | SALT & STONE Share of Search | SALT & STONE rank | Secret estimated searches | Secret Share of Search | Secret rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 261K | 10% | 4 | 90.5K | 3.5% | 7 | | Nov 2025 | 434K | 15.4% | 3 | 90.5K | 3.2% | 7 | | Dec 2025 | 442K | 16.2% | 3 | 90.5K | 3.3% | 7 | | Jan 2026 | 306K | 12.3% | 3 | 110K | 4.4% | 7 | | Feb 2026 | 295K | 12.3% | 3 | 90.5K | 3.8% | 7 | | Mar 2026 | 301K | 11% | 4 | 110K | 4% | 7 | | Apr 2026 | 301K | 12.2% | 3 | 90.5K | 3.7% | 8 | | May 2026 | 309K | 11.5% | 4 | 90.5K | 3.4% | 8 | | Jun 2026 | 314K | 12.6% | 4 | 90.5K | 3.6% | 8 | | Jul 2026 | 375K | 14.2% | 3 | 110K | 4.2% | 8 | | Aug 2026 | 382K | 13.5% | 3 | 110K | 3.9% | 7 | | Sep 2026 | 320K | 12.1% | 3 | 110K | 4.2% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using SALT & STONE’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. - **SALT & STONE**: Measured on the search terms “salt & stone”, “salt and stone”, “saltandstone” and “saltstone”, summed into one figure. - **Secret**: Measured on the search term “secret deodorant”. - [SALT & STONE profile](/demand/global-en/brands/salt-and-stone) - [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 SALT & STONE or Secret more popular in search? In September 2026, SALT & STONE had more branded searches than Secret among deodorant and body care brands worldwide. SALT & STONE had about 320,000 branded searches, while Secret had 110,000. SALT & STONE made up 12.1% of all deodorant and body care brand searches we track, and Secret accounted for 4.2%. ## Cite this page Brandwave. "SALT & STONE vs Secret: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/salt-and-stone-vs-secret-deodorant This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/salt-and-stone-vs-secret-deodorant. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.