Cetaphil vs Native:Which is more popular?
In September 2026, Native had more branded searches than Cetaphil among body wash brands in the United States. Native had about 60,500 branded searches, while Cetaphil had 6,600. Native made up 13.2% of all body wash brand searches we track, and Cetaphil accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about body wash brands, Cetaphil and Native each appeared in two of the five answers. Cetaphil was mentioned before Native in two out of three answers that named either.
Who do people search for more?
Native, about 9 searches for every 1 for Cetaphil
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Cetaphil, named ahead of Native in 2 of 3 answers
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Top body wash brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Cetaphil was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Native was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Cetaphil was listed before Native in two out of three answers that named either.
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.
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
See every answer about body wash brands
5 answers
Asked ChatGPT
“What's the best body wash for men?”
Asked ChatGPT
“Which body wash is best for dry skin?”
Asked ChatGPT
“What's a good natural body wash?”
Searched Google, AI Overview
“body wash”
Searched Google, AI Overview
“best body wash”
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.
Is Cetaphil or Native more popular in search?
This chart shows how often people search Google for Cetaphil and Native 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 by month for Native, Cetaphil. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
Cetaphil sells other things too, so only its searches that name this product count here, like “cetaphil body wash”.
How has the Cetaphil and Native comparison changed over the last 12 months?
3 findings
- Native was ahead of Cetaphil in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cetaphil’s share of searches among body wash brands in the United States moved from 1.6% to 1.4%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending September 2026, Native’s share of searches among body wash brands in the United States moved from 9.9% to 13.2%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
How did search popularity change for United States body wash brands in September 2026?
2 changes
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.
In September 2026, Cetaphil rose from 9th to 8th among body wash brands in the United States.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cetaphil’s and Native’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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