Deodorant brands in the United States:Which are most popular?

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

In September 2026, Dove was the most searched deodorant brand in the United States, accounting for 23% of all searches among the 13 brands we track. When we checked with ChatGPT and Google AI Overviews, Dove and Secret were mentioned most often, in four of the five answers. Secret was recommended most often, coming first in three out of four responses that gave a list.

Follow deodorant brands and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Top deodorant brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Dove and Secret were mentioned most often, in four of the five answers. Secret was recommended most often, coming first in three out of four answers that gave a list. Dove was second, and Native was third. Dr. Squatch, which ranked seventh 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
Secret	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Native	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Lume	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Certain Dri	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Degree	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Old Spice	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Speed Stick	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Mitchum	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
Arm & Hammer	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Axe	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Schmidt’s	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
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
Arm & Hammer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Axe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Schmidt’s0 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?”
1. 1Secret
2. 2Dove
Asked ChatGPT
“What are the best deodorant brands?”
1. 1Dove
2. 2Secret
3. 3Native
4. 4Old Spice
5. 5Mitchum
6. 6Degree
7. 7Certain Dri
8. 8Lume
Asked ChatGPT
“What is the best natural deodorant?”
1. 1Native
Searched Google, AI Overview
“deodorant”
1. 1Secret
2. 2Speed Stick
3. 3Dove
Searched Google, AI Overview
“best deodorant”
1. 1Secret
2. 2Dove
3. 3Certain Dri
4. 4Native
5. 5Lume

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 do people search for most?

This chart shows how often people search Google for each deodorant brand by name. Each line represents a brand's share of searches for all 13 deodorant brands we track, month by month, from searches in United States.

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

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	Dove Unilever	23%	118K	-4.9%	+0.5 points
2, held 2nd	Native Procter & Gamble	17.7%	90.5K	-17.7%	-2.3 points
3, held 3rd	Lume	11.8%	60.5K	-18.2%	-1.6 points
4, held 4th	Degree Unilever	9.7%	49.5K	0%	+0.7 points
5, held 5th	Old Spice Procter & Gamble	9.7%	49.5K	0%	+0.7 points
6, held 6th	Secret Procter & Gamble	7.9%	40.5K	0%	+0.6 points
7, held 7th	Dr. Squatch Unilever	6.5%	33.1K	0%	+0.5 points
8, held 8th	Arm & Hammer	3.5%	18.1K	0%	+0.2 points
9, held 9th	Certain Dri	3.5%	18.1K	0%	+0.2 points
10, held 10th	Speed Stick	2.9%	14.8K	+22.3%	+0.7 points
11, held 11th	Axe Unilever	1.6%	8.1K	0%	+0.1 points
12, held 12th	Schmidt’s Unilever	1.3%	6.6K	-18.5%	-0.2 points
13, held 13th	Mitchum	1.1%	5.4K	-18.2%	-0.1 points

1.Dove
23%
Held 1st. 118K estimated branded searches, -4.9% vs prior month. Share +0.5 points.
2.Native
17.7%
Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -2.3 points.
3.Lume
11.8%
Held 3rd. 60.5K estimated branded searches, -18.2% vs prior month. Share -1.6 points.
4.Degree
9.7%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
5.Old Spice
9.7%
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
6.Secret
7.9%
Held 6th. 40.5K estimated branded searches, 0% vs prior month. Share +0.6 points.
7.Dr. Squatch
6.5%
Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share +0.5 points.
8.Arm & Hammer
3.5%
Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
9.Certain Dri
3.5%
Held 9th. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
10.Speed Stick
2.9%
Held 10th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.7 points.
11.Axe
1.6%
Held 11th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.Schmidt’s
1.3%
Held 12th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
13.Mitchum
1.1%
Held 13th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

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

13 brands

In September 2026, Dove was the most searched among deodorant brands in the United States, with an estimated 118K branded searches, 23% of all searches for the 13 we track. Native is in 2nd place, 5.3 percentage points behind at 17.7%.

United States deodorant brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Dove	22.9% → 23%	23%Sep 2026	18.7%Apr 2026	1st
Native	21.4% → 17.7%	26.7%Dec 2025	17.1%Jul 2026	2nd
Lume	11.8%	17.6%Jun 2026	9.8%Dec 2025	3rd
Degree	7.9% → 9.7%	9.7%Sep 2026	7.5%Jan 2026	5th → 4th
Old Spice	9.6% → 9.7%	10.3%Nov 2025	7.6%Jul 2026	4th → 5th
Secret	7.9%	9.2%Jan 2026	7.3%Aug 2026	6th
Dr. Squatch	5.3% → 6.5%	7.6%May 2026	5%Jan 2026	7th
Arm & Hammer	3.5%	3.5%Sep 2026	2.7%Jan 2026	8th
Certain Dri	2.4% → 3.5%	3.5%Sep 2026	2.4%Oct 2025	9th
Speed Stick	2.4% → 2.9%	2.9%Sep 2026	2.1%Nov 2025	10th
Axe	1.9% → 1.6%	1.9%Oct 2025	1.2%Jan 2026	11th
Schmidt’s	1.9% → 1.3%	2%Dec 2025	1.3%Sep 2026	12th
Mitchum	1.1%	1.2%Aug 2026	0.91%Feb 2026	13th

Each finding as a sentence

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, Degree’s share of searches among deodorant brands in the United States increased from 7.9% to 9.7%.
Across the 12 months ending September 2026, Dr. Squatch’s share of searches among deodorant brands in the United States increased from 5.3% to 6.5%.
Across the 12 months ending September 2026, Certain Dri’s share of searches among deodorant brands in the United States increased from 2.4% to 3.5%.
Across the 12 months ending September 2026, Speed Stick’s share of searches among deodorant brands in the United States increased from 2.4% to 2.9%.
Across the 12 months ending September 2026, Schmidt’s’ share of searches among deodorant brands in the United States decreased from 1.9% to 1.3%.
Across the 12 months ending September 2026, Dove’s share of searches among deodorant brands in the United States peaked at 23% in September 2026 and was lowest at 18.7% in April 2026.
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.
Across the 12 months ending September 2026, Lume’s share of searches among deodorant brands in the United States peaked at 17.6% in June 2026 and was lowest at 9.8% in December 2025.
Across the 12 months ending September 2026, Degree’s share of searches among deodorant brands in the United States peaked at 9.7% in September 2026 and was lowest at 7.5% in January 2026.
Across the 12 months ending September 2026, Old Spice’s share of searches among deodorant brands in the United States peaked at 10.3% in November 2025 and was lowest at 7.6% in July 2026.
Across the 12 months ending September 2026, Secret’s share of searches among deodorant brands in the United States peaked at 9.2% in January 2026 and was lowest at 7.3% in August 2026.
Across the 12 months ending September 2026, Dr. Squatch’s share of searches among deodorant brands in the United States peaked at 7.6% in May 2026 and was lowest at 5% in January 2026.
Across the 12 months ending September 2026, Degree rose from 5th to 4th among deodorant brands in the United States.
Across the 12 months ending September 2026, Old Spice fell from 4th to 5th among deodorant brands in the United States.
Across the 12 months ending September 2026, Dove, Lume, Secret, Arm & Hammer, Axe and Mitchum held steady: their share of searches among deodorant brands in the United States each moved less than 0.5 percentage points.

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

8 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%.
In September 2026, Lume lost share of searches among deodorant brands in the United States, from 13.4% to 11.8%.
Estimated monthly branded searches for Certain Dri in the United States rose 49.6% over 12 measured months, from 12.1K to 18.1K in September 2026.

How are branded searches counted for deodorant brands?

14 search terms

Each brand's share of searches among deodorant 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.