Lume vs Secret:Which is more popular?
In September 2026, Lume had more branded searches than Secret among deodorant brands in the United States. Lume had about 60,500 branded searches, while Secret had 40,500. Lume made up 11.8% of all deodorant brand searches we track, and Secret accounted for 7.9%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Secret appeared in four of the five answers and Lume in two. Secret was mentioned before Lume in every answer.
Who do people search for more?
Lume, about 49% more searches than Secret
Who does AI mention more?
Secret, mentioned in 4 of 5 answers, Lume in 2
Who does AI recommend more?
Secret, named ahead of Lume in every answer
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Secret was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Lume was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Secret was listed before Lume in every answer.
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.
Is Lume or Secret more popular in search?
This chart shows how often people search Google for Lume and Secret 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 by month for Lume, Secret. 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% |
How has the Lume and Secret comparison changed over the last 12 months?
3 findings
- Lume was ahead of Secret in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lume’s share of searches among deodorant brands in the United States held steady at 11.8%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 12 months ending September 2026, Secret’s share of searches among deodorant brands in the United States held steady at 7.9%, and its estimated monthly branded searches held steady at 40.5K.
How did search popularity change for United States deodorant brands in September 2026?
2 changes
In September 2026, Secret gained share of searches among deodorant brands in the United States, from 7.3% to 7.9%.
In September 2026, Lume lost share of searches among deodorant brands in the United States, from 13.4% to 11.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lume’s and Secret’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.
Other head-to-heads among deodorant brands
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