Body wash brands in the United States:Which are most popular?

Name: Body wash brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Dr. Squatch was the most searched body wash brand in the United States, accounting for 43.7% of all searches among the 11 brands we track. When we checked with ChatGPT and Google AI Overviews, Dove was mentioned most often, in four of the five answers. Dove was recommended most often, coming first in two out of four responses that gave a list.

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Top body wash brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Dove was mentioned most often, in four of the five answers. Dove was recommended most often, coming first in two out of four answers that gave a list. Aveeno was second, and Cetaphil was third. Dr. Squatch, which ranked first in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Dove	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Native	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Aveeno	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Cetaphil	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Olay	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Every Man Jack	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Dr. Squatch	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Old Spice	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Method	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Dial	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Irish Spring	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Dove4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Native2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Aveeno2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Cetaphil2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Olay1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Every Man Jack1 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
Old Spice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Method0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dial0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Irish Spring0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about body wash brands

5 answers

Asked ChatGPT
“What's the best body wash for men?”
1. 1Dove
2. 2Cetaphil
3. 3Every Man Jack
Asked ChatGPT
“Which body wash is best for dry skin?”
1. 1Aveeno
2. 2Dove
Asked ChatGPT
“What's a good natural body wash?”
Searched Google, AI Overview
“body wash”
1. 1Cetaphil
2. 2Native
3. 3Dove
Searched Google, AI Overview
“best body wash”
1. 1Dove
2. 2Aveeno
3. 3Olay
4. 4Native

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.

Which body wash brands do people search for most?

This chart shows how often people search Google for each body wash brand by name. Each line represents a brand's share of searches for all 11 body wash brands we track, month by month, from searches in United States.

Share of searches among body wash brands in the United States, by month

Month	Dr. Squatch	Dove	Native	Olay	Old Spice	Aveeno	Method	Cetaphil	Dial	Every Man Jack	Irish Spring
Oct 2025	49.4%	18.2%	9.9%	6.6%	4.5%	3%	3%	1.6%	2%	1.1%	0.72%
Nov 2025	54.6%	16.4%	9%	6%	4%	2.7%	2.7%	1.5%	1.5%	0.98%	0.65%
Dec 2025	51.7%	15.5%	10.4%	7%	4.7%	3.1%	3.1%	1.4%	1.1%	1.4%	0.62%
Jan 2026	44.1%	19.8%	10.9%	8.9%	4%	4%	3.2%	1.8%	1.4%	1.2%	0.79%
Feb 2026	48.2%	17.7%	9.7%	7.9%	4.3%	3.5%	2.9%	1.9%	1.6%	1.1%	1.1%
Mar 2026	46.3%	17%	11.4%	7.6%	5.1%	4.2%	2.8%	1.9%	1.5%	1%	1.2%
Apr 2026	47.7%	17.6%	9.6%	7.9%	5.3%	3.5%	2.9%	1.9%	1.6%	1%	1%
May 2026	48.1%	17.7%	9.7%	7.9%	4.3%	3.5%	2.9%	1.6%	1.6%	1.6%	1.1%
Jun 2026	46.3%	17.1%	11.4%	7.6%	4.2%	4.2%	2.3%	1.9%	1.5%	2.3%	1.2%
Jul 2026	41.6%	18.7%	12.5%	8.3%	4.6%	4.6%	3.1%	1.7%	2%	1.7%	1.4%
Aug 2026	42.2%	19%	12.7%	8.5%	4.7%	3.8%	2.5%	1.7%	1.7%	2.1%	1.1%
Sep 2026	43.7%	19.7%	13.2%	7.2%	4.8%	3.9%	2.2%	1.4%	1.4%	1.4%	0.96%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Dr. Squatch Unilever	43.7%	201K	0%	+1.6 points
2, held 2nd	Dove Unilever	19.7%	90.5K	0%	+0.7 points
3, held 3rd	Native Procter & Gamble	13.2%	60.5K	0%	+0.5 points
4, held 4th	Olay	7.2%	33.1K	-18.3%	-1.3 points
5, held 5th	Old Spice Procter & Gamble	4.8%	22.2K	0%	+0.2 points
6, held 6th	Aveeno	3.9%	18.1K	0%	+0.1 points
7, held 7th	Method	2.2%	9.9K	-18.2%	-0.4 points
8, moved from 9th to 8th	Cetaphil	1.4%	6.6K	-18.5%	-0.3 pointsmoved from 9th to 8th
9, moved from 10th to 9th	Dial Henkel AG & Co. KGaA	1.4%	6.6K	-18.5%	-0.3 pointsmoved from 10th to 9th
10, moved from 8th to 10th	Every Man Jack	1.4%	6.6K	-33.3%	-0.6 pointsmoved from 8th to 10th
11, held 11th	Irish Spring Colgate-Palmolive	0.96%	4.4K	-18.5%	-0.2 points

1.Dr. Squatch
43.7%
Held 1st. 201K estimated branded searches, 0% vs prior month. Share +1.6 points.
2.Dove
19.7%
Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
3.Native
13.2%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.
4.Olay
7.2%
Held 4th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.3 points.
5.Old Spice
4.8%
Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share +0.2 points.
6.Aveeno
3.9%
Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
7.Method
2.2%
Held 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
8.Cetaphil
1.4%
Moved from 9th to 8th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
9.Dial
1.4%
Moved from 10th to 9th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
10.Every Man Jack
1.4%
Moved from 8th to 10th. 6.6K estimated branded searches, -33.3% vs prior month. Share -0.6 points.
11.Irish Spring
0.96%
Held 11th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

Old Spice and Cetaphil sell other things too, so only their searches that name this product count here, like “old spice body wash”.

Which brand is most popular in search among body wash brands in the United States?

11 brands

In September 2026, Dr. Squatch was the most searched among body wash brands in the United States, with an estimated 201K branded searches, 43.7% of all searches for the 11 we track. Dove is in 2nd place, 24 percentage points behind at 19.7%.

United States body wash brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Dr. Squatch	49.4% → 43.7%	54.6%Nov 2025	41.6%Jul 2026	1st
Dove	18.2% → 19.7%	19.8%Jan 2026	15.5%Dec 2025	2nd
Native	9.9% → 13.2%	13.2%Sep 2026	9%Nov 2025	3rd
Olay	6.6% → 7.2%	8.9%Jan 2026	6%Nov 2025	4th
Old Spice	4.5% → 4.8%	5.3%Apr 2026	4%Jan 2026	5th
Aveeno	3% → 3.9%	4.6%Jul 2026	2.7%Nov 2025	6th
Method	3% → 2.2%	3.2%Jan 2026	2.2%Sep 2026	7th
Cetaphil	1.6% → 1.4%	1.9%Feb 2026	1.4%Dec 2025	9th → 8th
Dial	2% → 1.4%	2%Jul 2026	1.1%Dec 2025	8th → 9th
Every Man Jack	1.1% → 1.4%	2.3%Jun 2026	0.98%Nov 2025	10th
Irish Spring	0.72% → 0.96%	1.4%Jul 2026	0.62%Dec 2025	11th

Each finding as a sentence

Across the 12 months ending September 2026, Dr. Squatch’s share of searches among body wash brands in the United States decreased from 49.4% to 43.7%.
Across the 12 months ending September 2026, Dove’s share of searches among body wash brands in the United States increased from 18.2% to 19.7%.
Across the 12 months ending September 2026, Native’s share of searches among body wash brands in the United States increased from 9.9% to 13.2%.
Across the 12 months ending September 2026, Olay’s share of searches among body wash brands in the United States increased from 6.6% to 7.2%.
Across the 12 months ending September 2026, Aveeno’s share of searches among body wash brands in the United States increased from 3% to 3.9%.
Across the 12 months ending September 2026, Method’s share of searches among body wash brands in the United States decreased from 3% to 2.2%.
Across the 12 months ending September 2026, Dial’s share of searches among body wash brands in the United States decreased from 2% to 1.4%.
Across the 12 months ending September 2026, Dr. Squatch’s share of searches among body wash brands in the United States peaked at 54.6% in November 2025 and was lowest at 41.6% in July 2026.
Across the 12 months ending September 2026, Dove’s share of searches among body wash brands in the United States peaked at 19.8% in January 2026 and was lowest at 15.5% in December 2025.
Across the 12 months ending September 2026, Native’s share of searches among body wash brands in the United States peaked at 13.2% in September 2026 and was lowest at 9% in November 2025.
Across the 12 months ending September 2026, Olay’s share of searches among body wash brands in the United States peaked at 8.9% in January 2026 and was lowest at 6% in November 2025.
Across the 12 months ending September 2026, Old Spice’s share of searches among body wash brands in the United States peaked at 5.3% in April 2026 and was lowest at 4% in January 2026.
Across the 12 months ending September 2026, Aveeno’s share of searches among body wash brands in the United States peaked at 4.6% in July 2026 and was lowest at 2.7% in November 2025.
Across the 12 months ending September 2026, Method’s share of searches among body wash brands in the United States peaked at 3.2% in January 2026 and was lowest at 2.2% in September 2026.
Across the 12 months ending September 2026, Every Man Jack’s share of searches among body wash brands in the United States peaked at 2.3% in June 2026 and was lowest at 0.98% in November 2025.
Across the 12 months ending September 2026, Cetaphil rose from 9th to 8th among body wash brands in the United States.
Across the 12 months ending September 2026, Dial fell from 8th to 9th among body wash brands in the United States.
Across the 12 months ending September 2026, Old Spice, Every Man Jack and Irish Spring held steady: their share of searches among body wash brands in the United States each moved less than 0.5 percentage points.

How did search popularity change for United States body wash brands in September 2026?

8 changes

In September 2026, Dr. Squatch gained share of searches among body wash brands in the United States, from 42.2% to 43.7%.
In September 2026, Dove gained share of searches among body wash brands in the United States, from 19% to 19.7%.
In September 2026, Olay lost share of searches among body wash brands in the United States, from 8.5% to 7.2%.
In September 2026, Every Man Jack lost share of searches among body wash brands in the United States, from 2.1% to 1.4%.
Native’s share of searches among body wash brands in the United States has gained ground for 3 months in a row, from 11.4% to 13.2% in September 2026.
Old Spice’s share of searches among body wash brands in the United States has gained ground for 3 months in a row, from 4.2% to 4.8% in September 2026.
In September 2026, Cetaphil rose from 9th to 8th among body wash brands in the United States.
In September 2026, Dial rose from 10th to 9th among body wash brands in the United States.

How are branded searches counted for body wash brands?

11 search terms

Each brand's share of searches among body wash brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.