How popular isNative?
In September 2026, people searched for Native by name about 140,000 times in the United States, a 12.2% decrease from the previous year. These searches made up 17.7% of all United States deodorant brand searches, placing Native second out of 13 brands. When we asked both ChatGPT and Google AI Overviews about deodorant brands, Native appeared in three of the five answers and was the third most recommended of the 13.
Native is the second most searched of 13 competitors and the third most recommended in AI answers.
DoveShare of searches 23%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
NativeShare of searches 17.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
LumeShare of searches 11.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
DegreeShare of searches 9.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
Old SpiceShare of searches 9.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Native was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Native is the third most recommended of the 13.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Secret1st- Dove2nd
- Native3rd
Certain Dri4th
Speed Stick5th- Old Spice6th
Mitchum7th- Degree8th
- Lume9th
Dr. Squatch–- +3 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dove4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Secret4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Native3 of 5Named in 2 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
- Certain Dri2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Degree1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Old Spice1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Speed Stick1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Mitchum1 of 5Named in 1 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
See every answer about deodorant brands
5 answers
Asked ChatGPT
“Which deodorant should I buy?”
Asked ChatGPT
“What are the best deodorant brands?”
Asked ChatGPT
“What is the best natural deodorant?”
Searched Google, AI Overview
“deodorant”
Searched Google, AI Overview
“best deodorant”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.
Which deodorant brands compete with Native?
Share of searches by month for Dove, Native, Lume, Degree, Old Spice, Secret, Dr. Squatch, Arm & Hammer, Certain Dri, Speed Stick. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Native | Lume | Degree | Old Spice | Secret | Dr. Squatch | Arm & Hammer | Certain Dri | Speed Stick | Axe | Schmidt’s | Mitchum |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.9% | 21.4% | 11.8% | 7.9% | 9.6% | 7.9% | 5.3% | 3.5% | 2.4% | 2.4% | 1.9% | 1.9% | 1.1% |
| Nov 2025 | 19.9% | 22.8% | 12.5% | 8.4% | 10.3% | 8.4% | 5.6% | 3.1% | 2.5% | 2.1% | 1.7% | 1.7% | 1.1% |
| Dec 2025 | 20% | 26.7% | 9.8% | 8% | 9.8% | 8% | 5.4% | 2.9% | 2.4% | 2.4% | 1.6% | 2% | 1.1% |
| Jan 2026 | 20.9% | 25.1% | 11.2% | 7.5% | 9.2% | 9.2% | 5% | 2.7% | 2.7% | 2.2% | 1.2% | 1.8% | 1% |
| Feb 2026 | 19.8% | 22.7% | 12.5% | 8.3% | 10.2% | 8.3% | 5.6% | 3.1% | 3.1% | 2.5% | 1.4% | 1.7% | 0.91% |
| Mar 2026 | 22% | 20.6% | 13.9% | 7.6% | 9.3% | 7.6% | 6.2% | 2.8% | 3.4% | 2.3% | 1.5% | 1.9% | 1% |
| Apr 2026 | 18.7% | 21.4% | 14.4% | 7.9% | 9.6% | 7.9% | 6.4% | 2.9% | 3.5% | 2.9% | 1.6% | 1.9% | 1% |
| May 2026 | 18.9% | 20.6% | 13.8% | 9.3% | 9.3% | 7.6% | 7.6% | 2.8% | 3.4% | 2.8% | 1.5% | 1.5% | 1% |
| Jun 2026 | 19.7% | 17.6% | 17.6% | 9.6% | 7.9% | 7.9% | 6.4% | 2.9% | 3.5% | 2.4% | 1.9% | 1.6% | 1.1% |
| Jul 2026 | 22.2% | 17.1% | 17.1% | 9.3% | 7.6% | 7.6% | 6.2% | 3.4% | 3.4% | 2.3% | 1.2% | 1.5% | 1% |
| Aug 2026 | 22.4% | 20% | 13.4% | 9% | 9% | 7.3% | 6% | 3.3% | 3.3% | 2.2% | 1.5% | 1.5% | 1.2% |
| Sep 2026 | 23% | 17.7% | 11.8% | 9.7% | 9.7% | 7.9% | 6.5% | 3.5% | 3.5% | 2.9% | 1.6% | 1.3% | 1.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 23% | 118K | -4.9% | +0.5 points | |
| 2, held 2nd | 17.7% | 90.5K | -17.7% | -2.3 points | |
| 3, held 3rd | 11.8% | 60.5K | -18.2% | -1.6 points | |
| 4, held 4th | 9.7% | 49.5K | 0% | +0.7 points | |
| 5, held 5th | 9.7% | 49.5K | 0% | +0.7 points | |
| 6, held 6th | 7.9% | 40.5K | 0% | +0.6 points | |
| 7, held 7th | 6.5% | 33.1K | 0% | +0.5 points | |
| 8, held 8th | 3.5% | 18.1K | 0% | +0.2 points | |
| 9, held 9th | 3.5% | 18.1K | 0% | +0.2 points | |
| 10, held 10th | 2.9% | 14.8K | +22.3% | +0.7 points | |
| 11, held 11th | 1.6% | 8.1K | 0% | +0.1 points | |
| 12, held 12th | 1.3% | 6.6K | -18.5% | -0.2 points | |
| 13, held 13th | 1.1% | 5.4K | -18.2% | -0.1 points |
1.
Dove23%
Held 1st. 118K estimated branded searches, -4.9% vs prior month. Share +0.5 points.
2.
Native17.7%
Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -2.3 points.
3.
Lume11.8%
Held 3rd. 60.5K estimated branded searches, -18.2% vs prior month. Share -1.6 points.
4.
Degree9.7%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
9.7%
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
6.
Secret7.9%
Held 6th. 40.5K estimated branded searches, 0% vs prior month. Share +0.6 points.
6.5%
Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share +0.5 points.
3.5%
Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
3.5%
Held 9th. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
10.
Speed Stick2.9%
Held 10th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.7 points.
11.
Axe1.6%
Held 11th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.
Schmidt’s1.3%
Held 12th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
13.
Mitchum1.1%
Held 13th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
Compare popularity between Native and its closest rivals
Every comparison with Native
25 comparisons
- Lume vs Native
- Degree vs Native
- K18 vs Native
- Kérastase vs Native
- Moroccanoil vs Native
- Native vs Olaplex
- Native vs Old Spice
- Native vs Redken
- Head & Shoulders vs Native
- Native vs Secret
- Amika vs Native
- Dr. Squatch vs Native
- Herbal Essences vs Native
- Native vs Pureology
- Native vs TRESemmé
- Dove vs Native
- Garnier vs Native
- Native vs Pantene
- Briogeo vs Native
- Arm & Hammer vs Native
- Certain Dri vs Native
- Native vs Speed Stick
- Axe vs Native
- Native vs Schmidt’s
- Mitchum vs Native
How has branded search demand for Native changed in the United States over the last 12 months?
3 findings
- 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 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 deodorant brands in September 2026?
6 changes
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%.
How are Native’s branded searches counted?
2 search terms
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
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.
Do you work for Native? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Native compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Shampoo brands | 6th of 15 | 5.3% | Show ranking |
| Deodorant brands | 2nd of 13 | 17.7% | Shown above |
Is Native your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.