--- title: "Native: search popularity in the United States" description: "A personal-care brand offering deodorant, body wash, hair care, and other products. 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/us/brands/native" publisher: "Brandwave" --- # Native: search popularity in the United States A personal-care brand offering deodorant, body wash, hair care, and other products. 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 - **Brand**: Native - **Owned by**: Procter & Gamble - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among shampoo brands**: 5.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Shampoo brands | 6 | 5.3% | 49.5K | | Deodorant brands | 2 | 17.7% | 90.5K | - [Shampoo brands](/demand/us/categories/us-shampoo-brands) - [Deodorant brands](/demand/us/categories/us-deodorant-brands) ## Top shampoo brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Native 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 | | --- | --- | --- | --- | --- | | Pureology | 1st | 1 of 3 | 2 of 2 | 3 of 5 | | Redken | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Olaplex | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Herbal Essences | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Dove | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Kérastase | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Amika | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | K18 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Moroccanoil | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Native | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Head & Shoulders | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | TRESemmé | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Garnier | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Pantene | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Briogeo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about shampoo brands - Asked ChatGPT "Which shampoo should I use?": named none of the brands we track - Asked ChatGPT "What are the best shampoo brands?": 1. Redken, 2. Pureology, 3. Kérastase, 4. Olaplex, 5. Dove - Asked ChatGPT "What is the best shampoo for hair loss?": named none of the brands we track - Searched Google, AI Overview "shampoo": 1. Herbal Essences, 2. Redken, 3. Pureology, 4. Olaplex - Searched Google, AI Overview "best shampoo": 1. Pureology, 2. Olaplex, 3. Dove, 4. Amika Not named in any answer: K18, Moroccanoil, Native, Head & Shoulders, TRESemmé, Garnier, Pantene and Briogeo. Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026. ## How has branded search demand for Native changed in the United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Native in the United States fell from 160K to 140K. - Across the 12 months ending September 2026, Native’s share of searches among shampoo brands in the United States peaked at 5.3% in September 2026 and was lowest at 3.1% in November 2025. - Across the 12 months ending September 2026, Native rose from 7th to 6th among shampoo brands in the United States. - Across the 12 months ending September 2026, Native’s share of searches among deodorant brands in the United States decreased from 21.4% to 17.7%. - Across the 12 months ending September 2026, Native’s share of searches among deodorant brands in the United States peaked at 26.7% in December 2025 and was lowest at 17.1% in July 2026. ## How did search popularity change for United States shampoo brands in September 2026? - In September 2026, Olaplex overtook K18 to rank 2nd among shampoo brands in the United States, with 14.4% of the searches. - In September 2026, Kérastase gained share of searches among shampoo brands in the United States, from 20.2% to 21.5%. - In September 2026, Moroccanoil gained share of searches among shampoo brands in the United States, from 9.1% to 9.7%. - In September 2026, K18 lost share of searches among shampoo brands in the United States, from 13.6% to 11.7%. - In September 2026, Amika lost share of searches among shampoo brands in the United States, from 4.1% to 3.5%. - In September 2026, Herbal Essences lost share of searches among shampoo brands in the United States, from 4.1% to 3.5%. ## How did search popularity change for United States deodorant brands in September 2026? - In September 2026, Speed Stick gained share of searches among deodorant brands in the United States, from 2.2% to 2.9%. - In September 2026, Degree gained share of searches among deodorant brands in the United States, from 9% to 9.7%. - In September 2026, Old Spice gained share of searches among deodorant brands in the United States, from 9% to 9.7%. - In September 2026, Secret gained share of searches among deodorant brands in the United States, from 7.3% to 7.9%. - In September 2026, Dove gained share of searches among deodorant brands in the United States, from 22.4% to 23%. - In September 2026, Native lost share of searches among deodorant brands in the United States, from 20% to 17.7%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Shampoo brands | 49.5K | 5.2% | 7 | | Nov 2025 | Shampoo brands | 40.5K | 3.1% | 10 | | Dec 2025 | Shampoo brands | 40.5K | 3.6% | 9 | | Jan 2026 | Shampoo brands | 40.5K | 3.7% | 9 | | Feb 2026 | Shampoo brands | 40.5K | 4.3% | 8 | | Mar 2026 | Shampoo brands | 49.5K | 4.9% | 6 | | Apr 2026 | Shampoo brands | 40.5K | 4.1% | 9 | | May 2026 | Shampoo brands | 40.5K | 4.3% | 8 | | Jun 2026 | Shampoo brands | 40.5K | 4.6% | 7 | | Jul 2026 | Shampoo brands | 49.5K | 5.2% | 6 | | Aug 2026 | Shampoo brands | 49.5K | 5% | 6 | | Sep 2026 | Shampoo brands | 49.5K | 5.3% | 6 | | Oct 2025 | Deodorant brands | 110K | 21.4% | 2 | | Nov 2025 | Deodorant brands | 110K | 22.8% | 1 | | Dec 2025 | Deodorant brands | 135K | 26.7% | 1 | | Jan 2026 | Deodorant brands | 135K | 25.1% | 1 | | Feb 2026 | Deodorant brands | 110K | 22.7% | 1 | | Mar 2026 | Deodorant brands | 110K | 20.6% | 2 | | Apr 2026 | Deodorant brands | 110K | 21.4% | 1 | | May 2026 | Deodorant brands | 110K | 20.6% | 1 | | Jun 2026 | Deodorant brands | 90.5K | 17.6% | 3 | | Jul 2026 | Deodorant brands | 90.5K | 17.1% | 3 | | Aug 2026 | Deodorant brands | 110K | 20% | 2 | | Sep 2026 | Deodorant brands | 90.5K | 17.7% | 2 | ## How are Native’s branded searches counted? Brandwave collects information about searches that people make online using Native’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “native deodorant” - “native shampoo” ## Which shampoo brands compete with Native? - [Kérastase](/demand/us/brands/kerastase) - [Olaplex](/demand/us/brands/olaplex) - [K18](/demand/us/brands/k18-hair): Head-to-head: /demand/us/compare/k18-hair-vs-native - [Moroccanoil](/demand/us/brands/moroccanoil): Head-to-head: /demand/us/compare/moroccanoil-vs-native - [Redken](/demand/us/brands/redken): Head-to-head: /demand/us/compare/native-vs-redken - [Head & Shoulders](/demand/us/brands/head-and-shoulders): Head-to-head: /demand/us/compare/head-and-shoulders-vs-native - [Amika](/demand/us/brands/amika): Head-to-head: /demand/us/compare/amika-vs-native - [Herbal Essences](/demand/us/brands/herbal-essences) - [Pureology](/demand/us/brands/pureology) - [TRESemmé](/demand/us/brands/tresemme) - [Dove](/demand/us/brands/dove) - [Garnier](/demand/us/brands/garnier) - [Pantene](/demand/us/brands/pantene) - [Briogeo](/demand/us/brands/briogeo) ## Who owns Native? Native is owned by Procter & Gamble. Brandwave also tracks Head & Shoulders, Old Spice, Oral-B, Pantene and Secret, owned by the same company, in the United States. - [Procter & Gamble](/demand/us/companies/procter-and-gamble): Owns 17 tracked 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 ### Who owns Native? Native is owned by Procter & Gamble. Brandwave also tracks Head & Shoulders, Old Spice, Oral-B, Pantene and Secret, owned by the same company, in the United States. ## Cite this page Brandwave. "Native: search popularity in the United States". https://gobrandwave.com/demand/us/brands/native This page is also available as HTML at https://gobrandwave.com/demand/us/brands/native. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.