How popular isVS Sassoon?
In September 2026, people searched for VS Sassoon by name about 1,900 times in Australia, a 20.8% decrease from the previous year. These searches made up 0.97% of all Australia hair styling tool brand searches, placing VS Sassoon eighth out of nine brands. When we asked both ChatGPT and Google AI Overviews about hair styling tool brands, VS Sassoon appeared in two of the five answers and was the fourth most recommended of the nine.
VS Sassoon is the eighth most searched of 9 competitors and the fourth most recommended in AI answers.
DysonShare of searches 66.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
ghdShare of searches 16.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Shark BeautyShare of searches 9.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
RemingtonShare of searches 1.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
VS SassoonShare of searches 0.97%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top hair styling tool brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, VS Sassoon was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. VS Sassoon is the fourth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- ghd1st
- Remington2nd
- Dyson3rd
- VS Sassoon4th
Cloud Nine5th
Silver Bullet6th- Shark Beauty7th
Mermade Hair–
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
Asked ChatGPT
“What's the best hair straightener in Australia?”
Asked ChatGPT
“Which hair dryer is best for frizzy hair?”
Asked ChatGPT
“Which hair styling tool is best for curls?”
Searched Google, AI Overview
“hair straightener”
Searched Google, AI Overview
“hair dryer”
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 VS Sassoon?
Share of searches by month for Dyson, ghd, Shark Beauty, VS Sassoon. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dyson | ghd | Shark Beauty | Remington | Cloud Nine | Mermade Hair | BaByliss | VS Sassoon | Silver Bullet |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 66.6% | 15.4% | 10.3% | 1.3% | 1.7% | 2% | 0.88% | 1.1% | 0.6% |
| Nov 2025 | 68.1% | 12.2% | 12.2% | 1.1% | 2% | 2.4% | 0.59% | 0.72% | 0.59% |
| Dec 2025 | 68.4% | 12.3% | 12.3% | 1.3% | 1.6% | 2% | 0.58% | 0.88% | 0.58% |
| Jan 2026 | 67.8% | 14.9% | 9.9% | 1.6% | 1.3% | 2% | 0.88% | 1% | 0.55% |
| Feb 2026 | 62.6% | 20.5% | 9.2% | 1.5% | 1.8% | 1.8% | 0.99% | 0.99% | 0.62% |
| Mar 2026 | 62.5% | 22.1% | 8.1% | 1.6% | 1.6% | 1.6% | 1% | 0.87% | 0.71% |
| Apr 2026 | 63.6% | 19.6% | 8.8% | 1.7% | 1.7% | 1.7% | 0.95% | 1.1% | 0.77% |
| May 2026 | 64.3% | 18.6% | 8.3% | 2% | 1.6% | 2.5% | 0.9% | 1.1% | 0.73% |
| Jun 2026 | 66.9% | 16.9% | 9.2% | 1.8% | 0.97% | 1.5% | 0.97% | 0.97% | 0.66% |
| Jul 2026 | 65.5% | 16.5% | 11.1% | 1.8% | 1.2% | 1.2% | 0.95% | 0.95% | 0.8% |
| Aug 2026 | 64% | 19.8% | 8.8% | 2.1% | 1.2% | 1.2% | 0.93% | 1.2% | 0.78% |
| Sep 2026 | 66.8% | 16.9% | 9.2% | 1.8% | 1.2% | 1.2% | 0.97% | 0.97% | 0.82% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 66.8% | 131K | 0% | +2.8 points | |
| 2, held 2nd | 16.9% | 33.1K | -18.3% | -2.9 points | |
| 3, held 3rd | 9.2% | 18.1K | 0% | +0.4 points | |
| 4, held 4th | 1.8% | 3.6K | -18.2% | -0.3 points | |
| 5, held 5th | 1.2% | 2.4K | 0% | +0.1 points | |
| 6, held 6th | 1.2% | 2.4K | 0% | +0.1 points | |
| 7, moved from 8th to 7th | 0.97% | 1.9K | 0% | 0 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 0.97% | 1.9K | -20.8% | -0.2 pointsmoved from 7th to 8th | |
| 9, held 9th | 0.82% | 1.6K | 0% | 0 points |
1.
Dyson66.8%
Held 1st. 131K estimated branded searches, 0% vs prior month. Share +2.8 points.
2.
ghd16.9%
Held 2nd. 33.1K estimated branded searches, -18.3% vs prior month. Share -2.9 points.
9.2%
Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +0.4 points.
1.8%
Held 4th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
1.2%
Held 5th. 2.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
1.2%
Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
BaByliss0.97%
Moved from 8th to 7th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.
0.97%
Moved from 7th to 8th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.2 points.
0.82%
Held 9th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between VS Sassoon and its closest rivals
Every comparison with VS Sassoon
8 comparisons
How has branded search demand for VS Sassoon changed in Australia over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for VS Sassoon in Australia fell from 2.4K to 1.9K.
- Across the 12 months ending September 2026, VS Sassoon fell from 7th to 8th among hair styling tool brands in Australia.
How did search popularity change for Australia hair styling tool brands in September 2026?
6 changes
In September 2026, Dyson gained share of searches among hair styling tool brands in Australia, from 64% to 66.8%.
In September 2026, ghd lost share of searches among hair styling tool brands in Australia, from 19.8% to 16.9%.
In September 2026, BaByliss rose from 8th to 7th among hair styling tool brands in Australia.
In September 2026, VS Sassoon fell from 7th to 8th among hair styling tool brands in Australia.
Estimated monthly branded searches for Remington in Australia rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
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 VS Sassoon’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using VS Sassoon’s 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.
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