ARA Women's Deodorant · Q3 2026 · Full Shelf Diagnostic
A shelf with a settled top — and one audited brand is not on it at all.
Why these three lead the shelf
1. Nativechosen 47× / 13.8% / 4/4 models
Named in every one of the fifteen questions by all four models: the only brand here with complete coverage. It answers the natural question and the everyday one, which most brands in this category have to choose between.
2. Dovechosen 45× / 13.2% / 4/4 models
Complete coverage as well, on a different basis: thirty years of being the answer to gentle. Scale and consistency of message rather than a category-specific claim.
3. Secretchosen 42× / 12.4% / 4/4 models
Wins the performance questions: all day, heavy sweat, working out. A single clear job, stated the same way for decades.
About the AI Shelf
The AI Shelf is the short list of names an AI assistant gives when someone asks what to buy. ChatGPT, Claude, Gemini and Perplexity answer the questions a real buyer asks, and every brand they name lands on the shelf. Your customer sees it before they see yours, and nobody can pay for position on it.
Each time a model chooses a brand over every other brand it could have named, that counts once. 340 choices were made here. Slice size is share of all of them.
13.8%largest holding — Native
54.4%held by the 8 audited brands
52brands named in total
The takeaway
A settled top and a hard floor. Three brands hold 39% of the shelf while one audited brand is never named at all: where a shelf has closed, presence has to be taken from an incumbent rather than claimed.
In the current ARA IndexNot currently in the ARA Index — shaded by rank, darkest = chosen least often
All 52 brands — the annotated ranking
| # | Name | Chosen | Share | Models | Best | Δ |
| 1 | Native | 47 | 13.8% | 4/4 | #1 | — |
| 2 | Dove | 45 | 13.2% | 4/4 | #1 | — |
| 3 | Secret | 42 | 12.4% | 4/4 | #1 | — |
| 4 | Lume | 28 | 8.2% | 4/4 | #1 | — |
| 5 | Degree | 24 | 7.1% | 4/4 | #2 | — |
| 6 | Schmidt's | 23 | 6.8% | 4/4 | #2 | — |
| 7 | Kopari | 19 | 5.6% | 4/4 | #1 | — |
| 8 | Nécessaire | 14 | 4.1% | 3/4 | #2 | — |
| 9 | Certain Dri | 12 | 3.5% | 4/4 | #2 | — |
| 10 | Donna Karan | 6 | 1.8% | 3/4 | #2 | — |
| 11 | Vanicream | 6 | 1.8% | 4/4 | #2 | — |
| 12 | Almay | 5 | 1.5% | 3/4 | #3 | — |
| 13 | Hume Supernatural | 5 | 1.5% | 1/4 | #1 | — |
| 14 | Mitchum | 5 | 1.5% | 3/4 | #4 | — |
| 15 | Arm & Hammer | 3 | 0.9% | 2/4 | #5 | — |
| 16 | Corpus | 3 | 0.9% | 2/4 | #2 | — |
| 17 | Each & Every | 3 | 0.9% | 3/4 | #4 | — |
| 18 | Megababe | 3 | 0.9% | 3/4 | #4 | — |
| 19 | Old Spice | 3 | 0.9% | 2/4 | #4 | — |
| 20 | Primally Pure | 3 | 0.9% | 2/4 | #2 | — |
| 21 | Salt & Stone | 3 | 0.9% | 2/4 | #1 | — |
| 22 | AKT London | 2 | 0.6% | 1/4 | #1 | — |
| 23 | Carpe | 2 | 0.6% | 2/4 | #2 | — |
| 24 | Crystal | 2 | 0.6% | 1/4 | #5 | — |
| 25 | Evolvetogether | 2 | 0.6% | 1/4 | #1 | — |
| 26 | Kosas | 2 | 0.6% | 2/4 | #2 | — |
| 27 | Malin + Goetz | 2 | 0.6% | 2/4 | #4 | — |
| 28 | Ursa Major | 2 | 0.6% | 1/4 | #5 | — |
| 29 | Vichy | 2 | 0.6% | 1/4 | #3 | — |
| 30 | Alra | 1 | 0.3% | 1/4 | #3 | — |
| 31 | Attitude | 1 | 0.3% | 1/4 | #7 | — |
| 32 | Ban | 1 | 0.3% | 1/4 | #4 | — |
| 33 | Byredo | 1 | 0.3% | 1/4 | #6 | — |
| 34 | Douceur Luxuriant Natural Deodorant | 1 | 0.3% | 1/4 | #5 | — |
| 35 | Dr. Bronner's | 1 | 0.3% | 1/4 | #7 | — |
| 36 | Drunk Elephant | 1 | 0.3% | 1/4 | #2 | — |
| 37 | Duradry | 1 | 0.3% | 1/4 | #4 | — |
| 38 | Ethique | 1 | 0.3% | 1/4 | #5 | — |
| 39 | Gillette | 1 | 0.3% | 1/4 | #4 | — |
| 40 | La Roche-Posay | 1 | 0.3% | 1/4 | #5 | — |
| 41 | Lady Speed Stick | 1 | 0.3% | 1/4 | #7 | — |
| 42 | LaVanila | 1 | 0.3% | 1/4 | #7 | — |
| 43 | Little Seed Farm | 1 | 0.3% | 1/4 | #1 | — |
| 44 | Maude | 1 | 0.3% | 1/4 | #5 | — |
| 45 | Meow Meow Tweet | 1 | 0.3% | 1/4 | #6 | — |
| 46 | Primal Pit Paste | 1 | 0.3% | 1/4 | #5 | — |
| 47 | Renpure | 1 | 0.3% | 1/4 | #6 | — |
| 48 | Suave | 1 | 0.3% | 1/4 | #5 | — |
| 49 | Super Fresh Lady Parts | 1 | 0.3% | 1/4 | #2 | — |
| 50 | Sure | 1 | 0.3% | 1/4 | #4 | — |
| 51 | Wild | 1 | 0.3% | 1/4 | #4 | — |
| 52 | Billie | 0 | 0.0% | 0/4 | — | — |
ARA · ALGORITHM READINESS ANALYSIS · ARACO.AI — 4 models × 15 shopper questions, top answers per cell. MEASURING AI TRUST IN BRANDS.
Naming variants merged before counting: AKT London · Arm & Hammer · Corpus · Crystal · Degree · Donna Karan · Duradry · Each & Every · Hume Supernatural · LaVanila · Malin + Goetz · Megababe · Mitchum · Nécessaire · Old Spice · Primally Pure · Schmidt's. Query counts for merged brands are upper bounds.
Naming variants merged before counting: AKT London · Arm & Hammer · Corpus · Crystal · Degree · Donna Karan · Duradry · Each & Every · Hume Supernatural · LaVanila · Malin + Goetz · Megababe · Mitchum · Nécessaire · Old Spice · Primally Pure · Schmidt's. Query counts for merged brands are upper bounds.