---
title: "Deodorant brands in the United States: Which are searched most?"
description: "Compare the deodorant brands people in the US buy. Share of Search among Dove, Native, Lume, Degree, Old Spice, Secret, Dr. Squatch, Arm & Hammer, Certain Dri, Speed Stick, Axe, Schmidt’s and Mitchum, the deodorant brands Brandwave compares in the United States, using the same methodology, market, and reporting period. 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/categories/us-deodorant-brands"
publisher: "Brandwave"
---

# Deodorant brands in the United States: Which are searched most?

Compare the deodorant brands people in the US buy. Share of Search among Dove, Native, Lume, Degree, Old Spice, Secret, Dr. Squatch, Arm & Hammer, Certain Dri, Speed Stick, Axe, Schmidt’s and Mitchum, the deodorant brands Brandwave compares in the United States, using the same methodology, market, and reporting period. 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

- **Competitive set**: Deodorant brands
- **Market**: United States
- **Brands compared**: 13
- **Month measured**: Sep 2026
- **Highest Share of Search**: Dove, 23%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Secret | 1st | 2 of 3 | 2 of 2 | 4 of 5 |
| Dove | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Native | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Certain Dri | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| Speed Stick | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Old Spice | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Mitchum | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| Degree | 8th | 1 of 3 | 0 of 2 | 1 of 5 |
| Lume | 9th | 1 of 3 | 1 of 2 | 2 of 5 |
| Dr. Squatch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Arm & Hammer | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Axe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Schmidt’s | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about deodorant brands

- Asked ChatGPT "Which deodorant should I buy?": 1. Secret, 2. Dove
- Asked ChatGPT "What are the best deodorant brands?": 1. Dove, 2. Secret, 3. Native, 4. Old Spice, 5. Mitchum, 6. Degree, 7. Certain Dri, 8. Lume
- Asked ChatGPT "What is the best natural deodorant?": 1. Native
- Searched Google, AI Overview "deodorant": 1. Secret, 2. Speed Stick, 3. Dove
- Searched Google, AI Overview "best deodorant": 1. Secret, 2. Dove, 3. Certain Dri, 4. Native, 5. Lume

Not named in any answer: Dr. Squatch, Arm & Hammer, Axe and Schmidt’s.

Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026.

## Compare search popularity between leading brands

- [Dove vs Native: compare search popularity](/demand/us/compare/dove-vs-native): 23% against 17.7% Share of Search.
- [Dove vs Lume: compare search popularity](/demand/us/compare/dove-vs-lume): 23% against 11.8% Share of Search.
- [Dove vs Degree: compare search popularity](/demand/us/compare/degree-deodorant-vs-dove): 23% against 9.7% Share of Search.
- [Dove vs Old Spice: compare search popularity](/demand/us/compare/dove-vs-old-spice): 23% against 9.7% Share of Search.
- [Native vs Lume: compare search popularity](/demand/us/compare/lume-vs-native): 17.7% against 11.8% Share of Search.
- [Native vs Degree: compare search popularity](/demand/us/compare/degree-deodorant-vs-native): 17.7% against 9.7% Share of Search.
- [Native vs Old Spice: compare search popularity](/demand/us/compare/native-vs-old-spice): 17.7% against 9.7% Share of Search.
- [Lume vs Degree: compare search popularity](/demand/us/compare/degree-deodorant-vs-lume): 11.8% against 9.7% Share of Search.
- [Lume vs Old Spice: compare search popularity](/demand/us/compare/lume-vs-old-spice): 11.8% against 9.7% Share of Search.
- [Degree vs Old Spice: compare search popularity](/demand/us/compare/degree-deodorant-vs-old-spice): 9.7% Share of Search each.

## 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%.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Dove | 23% | 118K | -4.9% | Unilever |
| 2 | Native | 17.7% | 90.5K | -17.7% | Procter & Gamble |
| 3 | Lume | 11.8% | 60.5K | -18.2% | Mammoth Brands |
| 4 | Degree | 9.7% | 49.5K | 0.0% | Unilever |
| 5 | Old Spice | 9.7% | 49.5K | 0.0% | Procter & Gamble |
| 6 | Secret | 7.9% | 40.5K | 0.0% | Procter & Gamble |
| 7 | Dr. Squatch | 6.5% | 33.1K | 0.0% | Unilever |
| 8 | Arm & Hammer | 3.5% | 18.1K | 0.0% | Arm & Hammer |
| 9 | Certain Dri | 3.5% | 18.1K | 0.0% | Certain Dri |
| 10 | Speed Stick | 2.9% | 14.8K | +22.3% | Speed Stick |
| 11 | Axe | 1.6% | 8.1K | 0.0% | Unilever |
| 12 | Schmidt’s | 1.3% | 6.6K | -18.5% | Unilever |
| 13 | Mitchum | 1.1% | 5.4K | -18.2% | Mitchum |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Dove | 118K | 22.9% | 1 |
| Oct 2025 | Native | 110K | 21.4% | 2 |
| Oct 2025 | Lume | 60.5K | 11.8% | 3 |
| Oct 2025 | Old Spice | 49.5K | 9.6% | 4 |
| Oct 2025 | Degree | 40.5K | 7.9% | 5 |
| Oct 2025 | Secret | 40.5K | 7.9% | 6 |
| Oct 2025 | Dr. Squatch | 27.1K | 5.3% | 7 |
| Oct 2025 | Arm & Hammer | 18.1K | 3.5% | 8 |
| Oct 2025 | Certain Dri | 12.1K | 2.4% | 9 |
| Oct 2025 | Speed Stick | 12.1K | 2.4% | 10 |
| Oct 2025 | Axe | 9.9K | 1.9% | 11 |
| Oct 2025 | Schmidt’s | 9.9K | 1.9% | 12 |
| Oct 2025 | Mitchum | 5.4K | 1.1% | 13 |
| Nov 2025 | Native | 110K | 22.8% | 1 |
| Nov 2025 | Dove | 96.2K | 19.9% | 2 |
| Nov 2025 | Lume | 60.5K | 12.5% | 3 |
| Nov 2025 | Old Spice | 49.5K | 10.3% | 4 |
| Nov 2025 | Degree | 40.5K | 8.4% | 5 |
| Nov 2025 | Secret | 40.5K | 8.4% | 6 |
| Nov 2025 | Dr. Squatch | 27.1K | 5.6% | 7 |
| Nov 2025 | Arm & Hammer | 14.8K | 3.1% | 8 |
| Nov 2025 | Certain Dri | 12.1K | 2.5% | 9 |
| Nov 2025 | Speed Stick | 9.9K | 2.1% | 10 |
| Nov 2025 | Axe | 8.1K | 1.7% | 11 |
| Nov 2025 | Schmidt’s | 8.1K | 1.7% | 12 |
| Nov 2025 | Mitchum | 5.4K | 1.1% | 13 |
| Dec 2025 | Native | 135K | 26.7% | 1 |
| Dec 2025 | Dove | 101K | 20% | 2 |
| Dec 2025 | Lume | 49.5K | 9.8% | 3 |
| Dec 2025 | Old Spice | 49.5K | 9.8% | 4 |
| Dec 2025 | Degree | 40.5K | 8% | 5 |
| Dec 2025 | Secret | 40.5K | 8% | 6 |
| Dec 2025 | Dr. Squatch | 27.1K | 5.4% | 7 |
| Dec 2025 | Arm & Hammer | 14.8K | 2.9% | 8 |
| Dec 2025 | Certain Dri | 12.1K | 2.4% | 9 |
| Dec 2025 | Speed Stick | 12.1K | 2.4% | 10 |
| Dec 2025 | Schmidt’s | 9.9K | 2% | 11 |
| Dec 2025 | Axe | 8.1K | 1.6% | 12 |
| Dec 2025 | Mitchum | 5.4K | 1.1% | 13 |
| Jan 2026 | Native | 135K | 25.1% | 1 |
| Jan 2026 | Dove | 113K | 20.9% | 2 |
| Jan 2026 | Lume | 60.5K | 11.2% | 3 |
| Jan 2026 | Old Spice | 49.5K | 9.2% | 4 |
| Jan 2026 | Secret | 49.5K | 9.2% | 5 |
| Jan 2026 | Degree | 40.5K | 7.5% | 6 |
| Jan 2026 | Dr. Squatch | 27.1K | 5% | 7 |
| Jan 2026 | Arm & Hammer | 14.8K | 2.7% | 8 |
| Jan 2026 | Certain Dri | 14.8K | 2.7% | 9 |
| Jan 2026 | Speed Stick | 12.1K | 2.2% | 10 |
| Jan 2026 | Schmidt’s | 9.9K | 1.8% | 11 |
| Jan 2026 | Axe | 6.6K | 1.2% | 12 |
| Jan 2026 | Mitchum | 5.4K | 1% | 13 |
| Feb 2026 | Native | 110K | 22.7% | 1 |
| Feb 2026 | Dove | 96.2K | 19.8% | 2 |
| Feb 2026 | Lume | 60.5K | 12.5% | 3 |
| Feb 2026 | Old Spice | 49.5K | 10.2% | 4 |
| Feb 2026 | Degree | 40.5K | 8.3% | 5 |
| Feb 2026 | Secret | 40.5K | 8.3% | 6 |
| Feb 2026 | Dr. Squatch | 27.1K | 5.6% | 7 |
| Feb 2026 | Arm & Hammer | 14.8K | 3.1% | 8 |
| Feb 2026 | Certain Dri | 14.8K | 3.1% | 9 |
| Feb 2026 | Speed Stick | 12.1K | 2.5% | 10 |
| Feb 2026 | Schmidt’s | 8.1K | 1.7% | 11 |
| Feb 2026 | Axe | 6.6K | 1.4% | 12 |
| Feb 2026 | Mitchum | 4.4K | 0.91% | 13 |
| Mar 2026 | Dove | 118K | 22% | 1 |
| Mar 2026 | Native | 110K | 20.6% | 2 |
| Mar 2026 | Lume | 74K | 13.9% | 3 |
| Mar 2026 | Old Spice | 49.5K | 9.3% | 4 |
| Mar 2026 | Degree | 40.5K | 7.6% | 5 |
| Mar 2026 | Secret | 40.5K | 7.6% | 6 |
| Mar 2026 | Dr. Squatch | 33.1K | 6.2% | 7 |
| Mar 2026 | Certain Dri | 18.1K | 3.4% | 8 |
| Mar 2026 | Arm & Hammer | 14.8K | 2.8% | 9 |
| Mar 2026 | Speed Stick | 12.1K | 2.3% | 10 |
| Mar 2026 | Schmidt’s | 9.9K | 1.9% | 11 |
| Mar 2026 | Axe | 8.1K | 1.5% | 12 |
| Mar 2026 | Mitchum | 5.4K | 1% | 13 |
| Apr 2026 | Native | 110K | 21.4% | 1 |
| Apr 2026 | Dove | 96.2K | 18.7% | 2 |
| Apr 2026 | Lume | 74K | 14.4% | 3 |
| Apr 2026 | Old Spice | 49.5K | 9.6% | 4 |
| Apr 2026 | Degree | 40.5K | 7.9% | 5 |
| Apr 2026 | Secret | 40.5K | 7.9% | 6 |
| Apr 2026 | Dr. Squatch | 33.1K | 6.4% | 7 |
| Apr 2026 | Certain Dri | 18.1K | 3.5% | 8 |
| Apr 2026 | Arm & Hammer | 14.8K | 2.9% | 9 |
| Apr 2026 | Speed Stick | 14.8K | 2.9% | 10 |
| Apr 2026 | Schmidt’s | 9.9K | 1.9% | 11 |
| Apr 2026 | Axe | 8.1K | 1.6% | 12 |
| Apr 2026 | Mitchum | 5.4K | 1% | 13 |
| May 2026 | Native | 110K | 20.6% | 1 |
| May 2026 | Dove | 101K | 18.9% | 2 |
| May 2026 | Lume | 74K | 13.8% | 3 |
| May 2026 | Degree | 49.5K | 9.3% | 4 |
| May 2026 | Old Spice | 49.5K | 9.3% | 5 |
| May 2026 | Dr. Squatch | 40.5K | 7.6% | 6 |
| May 2026 | Secret | 40.5K | 7.6% | 7 |
| May 2026 | Certain Dri | 18.1K | 3.4% | 8 |
| May 2026 | Arm & Hammer | 14.8K | 2.8% | 9 |
| May 2026 | Speed Stick | 14.8K | 2.8% | 10 |
| May 2026 | Axe | 8.1K | 1.5% | 11 |
| May 2026 | Schmidt’s | 8.1K | 1.5% | 12 |
| May 2026 | Mitchum | 5.4K | 1% | 13 |
| Jun 2026 | Dove | 101K | 19.7% | 1 |
| Jun 2026 | Lume | 90.5K | 17.6% | 2 |
| Jun 2026 | Native | 90.5K | 17.6% | 3 |
| Jun 2026 | Degree | 49.5K | 9.6% | 4 |
| Jun 2026 | Old Spice | 40.5K | 7.9% | 5 |
| Jun 2026 | Secret | 40.5K | 7.9% | 6 |
| Jun 2026 | Dr. Squatch | 33.1K | 6.4% | 7 |
| Jun 2026 | Certain Dri | 18.1K | 3.5% | 8 |
| Jun 2026 | Arm & Hammer | 14.8K | 2.9% | 9 |
| Jun 2026 | Speed Stick | 12.1K | 2.4% | 10 |
| Jun 2026 | Axe | 9.9K | 1.9% | 11 |
| Jun 2026 | Schmidt’s | 8.1K | 1.6% | 12 |
| Jun 2026 | Mitchum | 5.4K | 1.1% | 13 |
| Jul 2026 | Dove | 118K | 22.2% | 1 |
| Jul 2026 | Lume | 90.5K | 17.1% | 2 |
| Jul 2026 | Native | 90.5K | 17.1% | 3 |
| Jul 2026 | Degree | 49.5K | 9.3% | 4 |
| Jul 2026 | Old Spice | 40.5K | 7.6% | 5 |
| Jul 2026 | Secret | 40.5K | 7.6% | 6 |
| Jul 2026 | Dr. Squatch | 33.1K | 6.2% | 7 |
| Jul 2026 | Arm & Hammer | 18.1K | 3.4% | 8 |
| Jul 2026 | Certain Dri | 18.1K | 3.4% | 9 |
| Jul 2026 | Speed Stick | 12.1K | 2.3% | 10 |
| Jul 2026 | Schmidt’s | 8.1K | 1.5% | 11 |
| Jul 2026 | Axe | 6.6K | 1.2% | 12 |
| Jul 2026 | Mitchum | 5.4K | 1% | 13 |
| Aug 2026 | Dove | 124K | 22.4% | 1 |
| Aug 2026 | Native | 110K | 20% | 2 |
| Aug 2026 | Lume | 74K | 13.4% | 3 |
| Aug 2026 | Degree | 49.5K | 9% | 4 |
| Aug 2026 | Old Spice | 49.5K | 9% | 5 |
| Aug 2026 | Secret | 40.5K | 7.3% | 6 |
| Aug 2026 | Dr. Squatch | 33.1K | 6% | 7 |
| Aug 2026 | Arm & Hammer | 18.1K | 3.3% | 8 |
| Aug 2026 | Certain Dri | 18.1K | 3.3% | 9 |
| Aug 2026 | Speed Stick | 12.1K | 2.2% | 10 |
| Aug 2026 | Axe | 8.1K | 1.5% | 11 |
| Aug 2026 | Schmidt’s | 8.1K | 1.5% | 12 |
| Aug 2026 | Mitchum | 6.6K | 1.2% | 13 |
| Sep 2026 | Dove | 118K | 23% | 1 |
| Sep 2026 | Native | 90.5K | 17.7% | 2 |
| Sep 2026 | Lume | 60.5K | 11.8% | 3 |
| Sep 2026 | Degree | 49.5K | 9.7% | 4 |
| Sep 2026 | Old Spice | 49.5K | 9.7% | 5 |
| Sep 2026 | Secret | 40.5K | 7.9% | 6 |
| Sep 2026 | Dr. Squatch | 33.1K | 6.5% | 7 |
| Sep 2026 | Arm & Hammer | 18.1K | 3.5% | 8 |
| Sep 2026 | Certain Dri | 18.1K | 3.5% | 9 |
| Sep 2026 | Speed Stick | 14.8K | 2.9% | 10 |
| Sep 2026 | Axe | 8.1K | 1.6% | 11 |
| Sep 2026 | Schmidt’s | 6.6K | 1.3% | 12 |
| Sep 2026 | Mitchum | 5.4K | 1.1% | 13 |

## What is being compared

- **Arm & Hammer**: Measured on the search term “arm and hammer deodorant”.
- **Axe**: Measured on the search term “axe deodorant”.
- **Certain Dri**: Measured on the search term “certain dri”.
- **Degree**: Measured on the search term “degree deodorant”.
- **Dove**: Measured on the search terms “dove deodorant” and “dove men deodorant”, summed into one figure.
- **Dr. Squatch**: Measured on the search term “dr squatch deodorant”.
- **Lume**: Measured on the search term “lume deodorant”.
- **Mitchum**: Measured on the search term “mitchum”.
- **Native**: Measured on the search term “native deodorant”.
- **Old Spice**: Measured on the search term “old spice”.
- **Schmidt’s**: Measured on the search term “schmidts deodorant”.
- **Secret**: Measured on the search term “secret deodorant”.
- **Speed Stick**: Measured on the search term “speed stick”.

- [Arm & Hammer](/demand/us/brands/arm-and-hammer)
- [Axe](/demand/us/brands/axe-deodorant)
- [Certain Dri](/demand/us/brands/certain-dri)
- [Degree](/demand/us/brands/degree-deodorant)
- [Dove](/demand/us/brands/dove)
- [Dr. Squatch](/demand/us/brands/dr-squatch)
- [Lume](/demand/us/brands/lume)
- [Mitchum](/demand/us/brands/mitchum)
- [Native](/demand/us/brands/native)
- [Old Spice](/demand/us/brands/old-spice)
- [Schmidt’s](/demand/us/brands/schmidts)
- [Secret](/demand/us/brands/secret-deodorant)
- [Speed Stick](/demand/us/brands/speed-stick)

## 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

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

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.

## Cite this page

Brandwave. "Deodorant brands in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-deodorant-brands

This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-deodorant-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.