Brandwave

How popular isDyson?

In September 2026, people searched for Dyson by name about 192,000 times in Australia, a 5.9% decrease from the previous year. These searches made up 66.8% of all Australia hair styling tool brand searches, placing Dyson first out of nine brands. When we asked both ChatGPT and Google AI Overviews about hair styling tool brands, Dyson appeared in all answers and was the third most recommended of the nine.

Search and AI answers in September 2026

Dyson is the most searched of 9 competitors and the third most recommended in AI answers.

  1. DysonShare of searches 66.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. ghdShare of searches 16.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Shark BeautyShare of searches 9.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. RemingtonShare of searches 1.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Cloud NineShare of searches 1.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top hair styling tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dyson appeared in all five answers. Dyson is the third most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. ghd1st
  2. Remington2nd
  3. Dyson3rd
  4. VS Sassoon4th
  5. Cloud Nine5th
  6. Silver Bullet6th
  7. Shark Beauty7th
  8. Mermade Hair–
  9. BaByliss–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Dyson5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ghd5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Remington5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • VS Sassoon2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Shark Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cloud Nine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Silver Bullet1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mermade Hair0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BaByliss0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hair styling tool brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which hair styling tool brands compete with Dyson?

Dyson against hair styling tool brands in Australia, by month

Share of searches by month for Dyson, ghd, Shark Beauty. The figures are in the table below the chart.

View monthly share of searches table
MonthDysonghdShark BeautyRemingtonCloud NineMermade HairBaBylissVS SassoonSilver Bullet
Oct 202566.6%15.4%10.3%1.3%1.7%2%0.88%1.1%0.6%
Nov 202568.1%12.2%12.2%1.1%2%2.4%0.59%0.72%0.59%
Dec 202568.4%12.3%12.3%1.3%1.6%2%0.58%0.88%0.58%
Jan 202667.8%14.9%9.9%1.6%1.3%2%0.88%1%0.55%
Feb 202662.6%20.5%9.2%1.5%1.8%1.8%0.99%0.99%0.62%
Mar 202662.5%22.1%8.1%1.6%1.6%1.6%1%0.87%0.71%
Apr 202663.6%19.6%8.8%1.7%1.7%1.7%0.95%1.1%0.77%
May 202664.3%18.6%8.3%2%1.6%2.5%0.9%1.1%0.73%
Jun 202666.9%16.9%9.2%1.8%0.97%1.5%0.97%0.97%0.66%
Jul 202665.5%16.5%11.1%1.8%1.2%1.2%0.95%0.95%0.8%
Aug 202664%19.8%8.8%2.1%1.2%1.2%0.93%1.2%0.78%
Sep 202666.8%16.9%9.2%1.8%1.2%1.2%0.97%0.97%0.82%

  1. 1.Dyson

    66.8%

    Held 1st. 131K estimated branded searches, 0% vs prior month. Share +2.8 points.

  2. 2.ghd

    16.9%

    Held 2nd. 33.1K estimated branded searches, -18.3% vs prior month. Share -2.9 points.

  3. 3.Shark Beauty

    9.2%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Remington

    1.8%

    Held 4th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  5. 5.Cloud Nine

    1.2%

    Held 5th. 2.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Mermade Hair

    1.2%

    Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.BaByliss

    0.97%

    Moved from 8th to 7th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.VS Sassoon

    0.97%

    Moved from 7th to 8th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.2 points.

  9. 9.Silver Bullet

    0.82%

    Held 9th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Dyson and its closest rivals

Every comparison with Dyson

18 comparisons

How has branded search demand for Dyson changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dyson in Australia fell from 204K to 192K.
  • Across the 12 months ending September 2026, Dyson’s share of searches among hair styling tool brands in Australia peaked at 68.4% in December 2025 and was lowest at 62.5% in March 2026.

How did search popularity change for Australia hair styling tool brands in September 2026?

6 changes

  1. In September 2026, Dyson gained share of searches among hair styling tool brands in Australia, from 64% to 66.8%.

  2. In September 2026, ghd lost share of searches among hair styling tool brands in Australia, from 19.8% to 16.9%.

  3. In September 2026, BaByliss rose from 8th to 7th among hair styling tool brands in Australia.

  4. In September 2026, VS Sassoon fell from 7th to 8th among hair styling tool brands in Australia.

  5. Estimated monthly branded searches for Remington in Australia rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.

  6. Estimated monthly branded searches for Silver Bullet in Australia rose 23.1% over 12 measured months, from 1.3K to 1.6K in September 2026.

How are Dyson’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Dyson’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dyson airwrap
  • dyson hair dryer
  • dyson vacuum

Do you work for Dyson? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Dyson compete?

Dyson is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Vacuum cleaner brands1st of 1129%Show ranking
Hair styling tool brands1st of 966.8%Shown above
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Is Dyson your brand?

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