Shampoo and haircare brands in Australia:Which are most popular?
In September 2026, Kérastase was the most searched shampoo and haircare brand in Australia, accounting for 36.3% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Olaplex was mentioned most often, in four of the five answers. Olaplex was recommended most often, coming first in one out of three responses that gave a list.
KérastaseShare of searches 36.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
OlaplexShare of searches 13.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
RedkenShare of searches 8.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
MoroccanoilShare of searches 5.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Head & ShouldersShare of searches 4.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top shampoo and haircare brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Olaplex was mentioned most often, in four of the five answers. Olaplex was recommended most often, coming first in one out of three answers that gave a list. Redken was second, and Kérastase was third. Moroccanoil, which ranked fourth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Sukin0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pantene0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
TRESemmé0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Herbal Essences0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
ELEVEN Australia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about shampoo and haircare brands
5 answers
Asked ChatGPT
“Which shampoo should I buy in Australia?”
Asked ChatGPT
“What are the best shampoo brands in Australia?”
Asked ChatGPT
“What's the best shampoo for dry, damaged hair?”
Searched Google, AI Overview
“shampoo”
Searched Google, AI Overview
“best shampoo”
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 do people search for most?
This chart shows how often people search Google for each shampoo and haircare brand by name. Each line represents a brand's share of searches for all 15 shampoo and haircare brands we track, month by month, from searches in Australia.
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
| Month | Kérastase | Olaplex | Redken | Moroccanoil | Head & Shoulders | Kevin.Murphy | OGX | Dove | Sukin | Davroe | Pantene | Pureology | TRESemmé | Herbal Essences | ELEVEN Australia |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.7% | 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 2025 | 47.7% | 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 2025 | 41.9% | 18.8% | 6.9% | 5.6% | 2.5% | 4.6% | 3% | 2% | 3% | 3% | 2% | 2.5% | 1.7% | 1.1% | 1.3% |
| Jan 2026 | 42% | 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 2026 | 41.6% | 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 2026 | 40.2% | 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 2026 | 38.1% | 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 2026 | 37.1% | 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 2026 | 37.1% | 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 2026 | 36.2% | 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 2026 | 40.1% | 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 2026 | 36.3% | 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% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 36.3% | 49.5K | -18.2% | -3.8 points | |
| 2, held 2nd | 13.3% | 18.1K | -18.5% | -1.5 points | |
| 3, held 3rd | 8.9% | 12.1K | 0% | +0.8 points | |
| 4, held 4th | 5.9% | 8.1K | 0% | +0.6 points | |
| 5, held 5th | 4.8% | 6.6K | 0% | +0.5 points | |
| 6, held 6th | 4.8% | 6.6K | 0% | +0.5 points | |
| 7, moved from 8th to 7th | 4.8% | 6.6K | +22.2% | +1.3 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 4% | 5.4K | 0% | +0.4 pointsmoved from 7th to 8th | |
| 9, held 9th | 4% | 5.4K | 0% | +0.4 points | |
| 10, held 10th | 3.2% | 4.4K | 0% | +0.3 points | |
| 11, held 11th | 2.6% | 3.6K | 0% | +0.3 points | |
| 12, held 12th | 2.6% | 3.6K | 0% | +0.3 points | |
| 13, held 13th | 2.1% | 2.9K | 0% | +0.2 points | |
| 14, held 14th | 1.4% | 1.9K | -20.8% | -0.2 points | |
| 15, held 15th | 1.2% | 1.6K | 0% | +0.1 points |
36.3%
Held 1st. 49.5K estimated branded searches, -18.2% vs prior month. Share -3.8 points.
2.
Olaplex13.3%
Held 2nd. 18.1K estimated branded searches, -18.5% vs prior month. Share -1.5 points.
3.
Redken8.9%
Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.8 points.
5.9%
Held 4th. 8.1K estimated branded searches, 0% vs prior month. Share +0.6 points.
4.8%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.
4.8%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.
7.
OGX4.8%
Moved from 8th to 7th. 6.6K estimated branded searches, +22.2% vs prior month. Share +1.3 points.
8.
Dove4%
Moved from 7th to 8th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.
9.
Sukin4%
Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.
10.
Davroe3.2%
Held 10th. 4.4K estimated branded searches, 0% vs prior month. Share +0.3 points.
11.
Pantene2.6%
Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.
12.
Pureology2.6%
Held 12th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.
13.
TRESemmé2.1%
Held 13th. 2.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
1.4%
Held 14th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.2 points.
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”.
Which brand is most popular in search among shampoo and haircare brands in Australia?
15 brands
In September 2026, Kérastase was the most searched among shampoo and haircare brands in Australia, with an estimated 49.5K branded searches, 36.3% of all searches for the 15 we track. Olaplex is in 2nd place, 23 percentage points behind at 13.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Kérastase | 43.7% → 36.3% | 47.7%Nov 2025 | 36.2%Jul 2026 | 1st |
| Olaplex | 13.1% → 13.3% | 18.8%Dec 2025 | 12.4%Feb 2026 | 2nd |
| Redken | 7.2% → 8.9% | 9.8%Mar 2026 | 6.4%Nov 2025 | 3rd |
| Moroccanoil | 5.9% | 6.1%May 2026 | 4.4%Mar 2026 | 4th |
| Head & Shoulders | 3.9% → 4.8% | 4.8%Sep 2026 | 2.3%Nov 2025 | 6th → 5th |
| Kevin.Murphy | 4.8% | 5.1%Apr 2026 | 4.3%Nov 2025 | 5th → 6th |
| OGX | 3.2% → 4.8% | 4.8%Sep 2026 | 2.3%Nov 2025 | 8th → 7th |
| Dove | 1.7% → 4% | 4.2%Apr 2026 | 1.5%Nov 2025 | 13th → 8th |
| Sukin | 3.2% → 4% | 4.6%Jan 2026 | 2.3%Nov 2025 | 9th |
| Davroe | 3.2% | 4%Jun 2026 | 2.8%Nov 2025 | 7th → 10th |
| Pantene | 2.6% | 2.8%Apr 2026 | 1.9%Nov 2025 | 10th → 11th |
| Pureology | 2.6% | 2.7%May 2026 | 2.2%Apr 2026 | 11th → 12th |
| TRESemmé | 2.1% | 2.1%Sep 2026 | 1.3%Nov 2025 | 12th → 13th |
| Herbal Essences | 1.7% → 1.4% | 1.9%Mar 2026 | 1%Nov 2025 | 14th |
| ELEVEN Australia | 1.2% | 1.3%Feb 2026 | 1.1%Aug 2026 | 15th |
Each finding as a sentence
- Across the 12 months ending September 2026, Kérastase’s share of searches among shampoo and haircare brands in Australia decreased from 43.7% to 36.3%.
- Across the 12 months ending September 2026, Redken’s share of searches among shampoo and haircare brands in Australia increased from 7.2% to 8.9%.
- 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, OGX’s share of searches among shampoo and haircare brands in Australia increased from 3.2% to 4.8%.
- Across the 12 months ending September 2026, Dove’s share of searches among shampoo and haircare brands in Australia increased from 1.7% to 4%.
- Across the 12 months ending September 2026, Sukin’s share of searches among shampoo and haircare brands in Australia increased from 3.2% to 4%.
- Across the 12 months ending September 2026, Kérastase’s share of searches among shampoo and haircare brands in Australia peaked at 47.7% in November 2025 and was lowest at 36.2% in July 2026.
- Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo and haircare brands in Australia peaked at 18.8% in December 2025 and was lowest at 12.4% in February 2026.
- Across the 12 months ending September 2026, Redken’s share of searches among shampoo and haircare brands in Australia peaked at 9.8% in March 2026 and was lowest at 6.4% in November 2025.
- Across the 12 months ending September 2026, Moroccanoil’s share of searches among shampoo and haircare brands in Australia peaked at 6.1% in May 2026 and was lowest at 4.4% in March 2026.
- 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, OGX’s 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, Dove’s share of searches among shampoo and haircare brands in Australia peaked at 4.2% in April 2026 and was lowest at 1.5% in November 2025.
- Across the 12 months ending September 2026, Sukin’s share of searches among shampoo and haircare brands in Australia peaked at 4.6% in January 2026 and was lowest at 2.3% in November 2025.
- Across the 12 months ending September 2026, Davroe’s share of searches among shampoo and haircare brands in Australia peaked at 4% in June 2026 and was lowest at 2.8% in November 2025.
- Across the 12 months ending September 2026, Head & Shoulders rose from 6th to 5th among shampoo and haircare brands in Australia.
- Across the 12 months ending September 2026, Kevin.Murphy fell from 5th to 6th among shampoo and haircare brands in Australia.
- Across the 12 months ending September 2026, OGX rose from 8th to 7th among shampoo and haircare brands in Australia.
- Across the 12 months ending September 2026, Dove rose from 13th to 8th among shampoo and haircare brands in Australia.
- Across the 12 months ending September 2026, Davroe fell from 7th to 10th among shampoo and haircare brands in Australia.
- Across the 12 months ending September 2026, Pantene fell from 10th to 11th among shampoo and haircare brands in Australia.
- Across the 12 months ending September 2026, Pureology fell from 11th to 12th among shampoo and haircare brands in Australia.
- Across the 12 months ending September 2026, TRESemmé fell from 12th to 13th among shampoo and haircare brands in Australia.
- Across the 12 months ending September 2026, Olaplex, Moroccanoil, Herbal Essences and ELEVEN Australia held steady: their share of searches among shampoo and haircare brands in Australia each moved less than 0.5 percentage points.
How did search popularity change for Australia shampoo and haircare brands in September 2026?
8 changes
In September 2026, OGX overtook Dove to rank 7th among shampoo and haircare brands in Australia, with 4.8% of the searches.
In September 2026, Redken gained share of searches among shampoo and haircare brands in Australia, from 8% to 8.9%.
In September 2026, Moroccanoil gained share of searches among shampoo and haircare brands in Australia, from 5.4% to 5.9%.
In September 2026, Kérastase lost share of searches among shampoo and haircare brands in Australia, from 40.1% to 36.3%.
In September 2026, Olaplex lost share of searches among shampoo and haircare brands in Australia, from 14.7% to 13.3%.
Estimated monthly branded searches for Dove in Australia rose 125% over 12 measured months, from 2.4K to 5.4K in September 2026.
Estimated monthly branded searches for Sukin in Australia rose 22.7% over 12 measured months, from 4.4K to 5.4K in September 2026.
Estimated monthly branded searches for Head & Shoulders in Australia rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
How are branded searches counted for shampoo and haircare brands?
15 search terms
Each brand's share of searches among shampoo and haircare brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Kérastase
1 branded search term
- kerastase
Olaplex
1 branded search term
- olaplex
Redken
1 branded search term
- redken
Moroccanoil
1 branded search term
- moroccanoil
Head & Shoulders
1 branded search term
- head and shoulders
Kevin.Murphy
1 branded search term
- kevin murphy
OGX
1 branded search term
- ogx shampoo
Dove
1 branded search term
- dove shampoo
Sukin
1 branded search term
- sukin shampoo
Davroe
1 branded search term
- davroe
Pantene
1 branded search term
- pantene
Pureology
1 branded search term
- pureology
TRESemmé
1 branded search term
- tresemme
Herbal Essences
1 branded search term
- herbal essences
ELEVEN Australia
1 branded search term
- eleven australia
Compare popularity between leading brands
- Kérastase vs Olaplex: compare popularity
- Kérastase vs Redken: compare popularity
- Kérastase vs Moroccanoil: compare popularity
- Kérastase vs Head & Shoulders: compare popularity
- Olaplex vs Redken: compare popularity
- Olaplex vs Moroccanoil: compare popularity
- Olaplex vs Head & Shoulders: compare popularity
- Redken vs Moroccanoil: compare popularity
- Redken vs Head & Shoulders: compare popularity
- Moroccanoil vs Head & Shoulders: compare popularity
- Compare any of these brands
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