Dyson vs VS Sassoon:Which is more popular?
In September 2026, Dyson had more branded searches than VS Sassoon among hair styling tool brands in Australia. Dyson had about 131,000 branded searches, while VS Sassoon had 1,900. Dyson made up 66.8% of all hair styling tool brand searches we track, and VS Sassoon accounted for 0.97%. When we asked ChatGPT and Google AI Overviews about hair styling tool brands, Dyson appeared in all five answers and VS Sassoon in two. Dyson was mentioned before VS Sassoon in three out of five answers.
Who do people search for more?
Dyson, about 69 searches for every 1 for VS Sassoon
Who does AI mention more?
Dyson, mentioned in every answer we collected
Who does AI recommend more?
Dyson, named ahead of VS Sassoon in 3 of 5 answers
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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. VS Sassoon was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Dyson was listed before VS Sassoon in three out of five answers.
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.
Is Dyson or VS Sassoon more popular in search?
This chart shows how often people search Google for Dyson and VS Sassoon by name. Each line represents a brand's share of searches for all nine hair styling tool brands we track, month by month, from searches in Australia.
Share of searches by month for Dyson, 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% |
How has the Dyson and VS Sassoon comparison changed over the last 12 months?
3 findings
- Dyson was ahead of VS Sassoon in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dyson’s share of searches among hair styling tool brands in Australia moved from 66.6% to 66.8%, and its estimated monthly branded searches moved from 143K to 131K.
- Across the 12 months ending September 2026, VS Sassoon’s share of searches among hair styling tool brands in Australia moved from 1.1% to 0.97%, and its estimated monthly branded searches moved from 2.4K to 1.9K.
How did search popularity change for Australia hair styling tool brands in September 2026?
2 changes
In September 2026, Dyson gained share of searches among hair styling tool brands in Australia, from 64% to 66.8%.
In September 2026, VS Sassoon fell from 7th to 8th among hair styling tool brands in Australia.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Dyson’s and VS Sassoon’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Dyson
2 branded search terms
- dyson airwrap
- dyson hair dryer
VS Sassoon
1 branded search term
- vs sassoon
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