Brandwave

How popular isHead & Shoulders?

In September 2026, people searched for Head & Shoulders by name about 6,600 times in Australia, a 22.2% increase from the previous year. These searches made up 4.8% of all Australia shampoo and haircare brand searches, placing Head & Shoulders fifth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about shampoo and haircare brands, Head & Shoulders did not appear in any of the answers.

Search and AI answers in September 2026

Head & Shoulders is the fifth most searched of 15 competitors and not listed in any AI answer.

  1. KérastaseShare of searches 36.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. OlaplexShare of searches 13.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. RedkenShare of searches 8.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. MoroccanoilShare of searches 5.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Head & ShouldersShare of searches 4.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+10 more

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Top shampoo and haircare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Head & Shoulders did not appear in any of the five answers.

Most recommended by AI

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

  1. Olaplex1st
  2. Redken2nd
  3. Kérastase3rd
  4. Pureology4th
  5. Kevin.Murphy5th
  6. OGX6th
  7. Davroe7th
  8. Moroccanoil–
  9. Head & Shoulders–
  10. Dove–
  11. +5 more

Mentioned by AI

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

  • Olaplex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kérastase2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redken2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OGX2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kevin.Murphy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Davroe1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pureology1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Moroccanoil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Head & Shoulders0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dove0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about shampoo and haircare 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 shampoo and haircare brands compete with Head & Shoulders?

Head & Shoulders against shampoo and haircare brands in Australia, by month

Share of searches by month for Kérastase, Olaplex, Redken, Moroccanoil, Head & Shoulders, Kevin.Murphy, OGX, Dove, Sukin, Davroe, Pantene, Pureology, TRESemmé. The figures are in the table below the chart.

View monthly share of searches table
MonthKérastaseOlaplexRedkenMoroccanoilHead & ShouldersKevin.MurphyOGXDoveSukinDavroePantenePureologyTRESemméHerbal EssencesELEVEN Australia
Oct 202543.7%13.1%7.2%5.9%3.9%4.8%3.2%1.7%3.2%3.2%2.6%2.6%2.1%1.7%1.2%
Nov 202547.7%17.4%6.4%5.2%2.3%4.3%2.3%1.5%2.3%2.8%1.9%2.3%1.3%1%1.3%
Dec 202541.9%18.8%6.9%5.6%2.5%4.6%3%2%3%3%2%2.5%1.7%1.1%1.3%
Jan 202642%12.6%8.4%5.6%3.7%4.6%3.7%2.5%4.6%3.1%2.5%2.5%1.7%1.3%1.3%
Feb 202641.6%12.4%8.3%5.5%3.7%4.5%3.7%3%3.7%3.7%2.4%2.4%2%1.6%1.3%
Mar 202640.2%14.7%9.8%4.4%3.6%4.4%2.9%3.6%3.6%2.9%2.4%2.4%1.9%1.9%1.3%
Apr 202638.1%13.9%9.3%5.1%4.2%5.1%3.4%4.2%3.4%3.4%2.8%2.2%1.8%1.8%1.2%
May 202637.1%16.6%7.4%6.1%4%4.9%4%3.3%3.3%3.3%2.7%2.7%1.8%1.4%1.2%
Jun 202637.1%13.6%9.1%6.1%4%4.9%4%3.3%4%4%2.7%2.7%1.8%1.4%1.2%
Jul 202636.2%13.2%8.9%5.9%4%4.8%4.8%4%4%4%2.6%2.6%2.1%1.8%1.2%
Aug 202640.1%14.7%8%5.4%4.4%4.4%3.6%3.6%3.6%2.9%2.4%2.4%1.9%1.6%1.1%
Sep 202636.3%13.3%8.9%5.9%4.8%4.8%4.8%4%4%3.2%2.6%2.6%2.1%1.4%1.2%

  1. 1.Kérastase

    36.3%

    Held 1st. 49.5K estimated branded searches, -18.2% vs prior month. Share -3.8 points.

  2. 2.Olaplex

    13.3%

    Held 2nd. 18.1K estimated branded searches, -18.5% vs prior month. Share -1.5 points.

  3. 3.Redken

    8.9%

    Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Moroccanoil

    5.9%

    Held 4th. 8.1K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Head & Shoulders

    4.8%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.Kevin.Murphy

    4.8%

    Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.OGX

    4.8%

    Moved from 8th to 7th. 6.6K estimated branded searches, +22.2% vs prior month. Share +1.3 points.

  8. 8.Dove

    4%

    Moved from 7th to 8th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  9. 9.Sukin

    4%

    Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  10. 10.Davroe

    3.2%

    Held 10th. 4.4K estimated branded searches, 0% vs prior month. Share +0.3 points.

  11. 11.Pantene

    2.6%

    Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  12. 12.Pureology

    2.6%

    Held 12th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  13. 13.TRESemmé

    2.1%

    Held 13th. 2.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

  14. 14.Herbal Essences

    1.4%

    Held 14th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.2 points.

  15. 15.ELEVEN Australia

    1.2%

    Held 15th. 1.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

Sukin sells other things too, so only its searches that name this product count here, like “sukin shampoo”.

Compare popularity between Head & Shoulders and its closest rivals

Every comparison with Head & Shoulders

14 comparisons

How has branded search demand for Head & Shoulders changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Head & Shoulders in Australia rose from 5.4K to 6.6K.
  • Across the 12 months ending September 2026, Head & Shoulders’ share of searches among shampoo and haircare brands in Australia increased from 3.9% to 4.8%.
  • Across the 12 months ending September 2026, Head & Shoulders’ share of searches among shampoo and haircare brands in Australia peaked at 4.8% in September 2026 and was lowest at 2.3% in November 2025.
  • Across the 12 months ending September 2026, Head & Shoulders rose from 6th to 5th among shampoo and haircare brands in Australia.

How did search popularity change for Australia shampoo and haircare brands in September 2026?

6 changes

  1. In September 2026, OGX overtook Dove to rank 7th among shampoo and haircare brands in Australia, with 4.8% of the searches.

  2. In September 2026, Redken gained share of searches among shampoo and haircare brands in Australia, from 8% to 8.9%.

  3. In September 2026, Moroccanoil gained share of searches among shampoo and haircare brands in Australia, from 5.4% to 5.9%.

  4. In September 2026, Kérastase lost share of searches among shampoo and haircare brands in Australia, from 40.1% to 36.3%.

  5. In September 2026, Olaplex lost share of searches among shampoo and haircare brands in Australia, from 14.7% to 13.3%.

  6. Estimated monthly branded searches for Dove in Australia rose 125% over 12 measured months, from 2.4K to 5.4K in September 2026.

How are Head & Shoulders’ branded searches counted?

1 search term

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

  • head and shoulders

How the Brand Demand Index is measured

Who owns Head & Shoulders?

Head & Shoulders is owned by Procter & Gamble. Brandwave also tracks Native, Braun, Gillette, Old Spice, Oral-B, Pampers and Pantene, owned by the same company, in Australia.

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

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