How popular isCHI?
In October 2026, people searched for CHI by name about 72,500 times worldwide, a 13.3% decrease from the previous year. These searches made up 21.7% of all global heat protectant brand searches, placing CHI first out of ten brands. When we asked both ChatGPT and Google AI Overviews about heat protectant brands, CHI appeared in one of the five answers and was the fifth most recommended of the ten.
CHI is the most searched of 10 competitors and the fifth most recommended in the AI answers we collected.
CHIShare of searches 21.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
TRESemméShare of searches 17.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
KérastaseShare of searches 14.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ghdShare of searches 11.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
Living ProofShare of searches 7.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top heat protectant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, CHI was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. CHI is the fifth most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- ghd1st
- TRESemmé2nd
Olaplex2nd
Color Wow4th- CHI5th
Moroccanoil6th- Kérastase–
- Living Proof–
Bed Head–
Not Your Mother's–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- TRESemmé3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Moroccanoil3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ghd2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- CHI1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Olaplex1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Color Wow1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kérastase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Living Proof0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bed Head0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Not Your Mother's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about heat protectant brands
5 answers
Asked ChatGPT
“Which heat protectant should I use?”
Asked ChatGPT
“What are the best heat protectant sprays?”
Asked ChatGPT
“What's the best heat protectant for straightening hair?”
Searched Google, AI Overview
“heat protectant”
Searched Google, AI Overview
“best heat protectant”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.
How often do people search for CHI compared with other heat protectant brands worldwide?
Share of searches by month for CHI, TRESemmé, Kérastase, ghd, Living Proof, Moroccanoil, Bed Head, Olaplex, Color Wow, Not Your Mother's. The figures are in the table below the chart.
View monthly share of searches table
| Month | CHI | TRESemmé | Kérastase | ghd | Living Proof | Moroccanoil | Bed Head | Olaplex | Color Wow | Not Your Mother's |
|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 21.4% | 14.3% | 11.7% | 14.3% | 9.6% | 11.7% | 6.4% | 4.3% | 2.8% | 3.4% |
| Dec 2025 | 20.9% | 14% | 11.4% | 14% | 9.3% | 9.3% | 9.3% | 5.1% | 3.3% | 3.3% |
| Jan 2026 | 19.1% | 19.1% | 12.8% | 12.8% | 10.5% | 8.5% | 4.7% | 5.7% | 3.1% | 3.7% |
| Feb 2026 | 18.8% | 18.8% | 12.6% | 12.6% | 10.3% | 10.3% | 3% | 6.9% | 3% | 3.7% |
| Mar 2026 | 21.8% | 17.8% | 14.6% | 11.9% | 9.7% | 9.7% | 2.8% | 5.3% | 2.8% | 3.5% |
| Apr 2026 | 19.4% | 19.4% | 13% | 13% | 10.6% | 10.6% | 2.6% | 4.6% | 3% | 3.8% |
| May 2026 | 18.2% | 18.2% | 14.9% | 14.9% | 8.1% | 9.9% | 2.4% | 5.3% | 3.5% | 4.4% |
| Jun 2026 | 16.2% | 19.8% | 16.2% | 13.2% | 8.8% | 10.8% | 2.6% | 4.8% | 3.8% | 3.8% |
| Jul 2026 | 14.6% | 21.8% | 17.8% | 11.9% | 7.9% | 9.7% | 2.3% | 5.2% | 5.2% | 3.4% |
| Aug 2026 | 19.1% | 19.1% | 15.6% | 10.4% | 8.5% | 8.5% | 3.8% | 5.7% | 4.6% | 4.6% |
| Sep 2026 | 18.8% | 15.4% | 15.4% | 10.3% | 8.4% | 8.4% | 10.3% | 5.6% | 3.7% | 3.7% |
| Oct 2026 | 21.7% | 17.7% | 14.5% | 11.9% | 7.9% | 7.9% | 5.3% | 5.3% | 4.3% | 3.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.7% | 18.1K | +49.6% | +2.9 points | |
| 2, moved from 3rd to 2nd | 17.7% | 14.8K | +49.5% | +2.3 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 14.5% | 12.1K | +22.2% | -0.9 pointsmoved from 2nd to 3rd | |
| 4, moved from 5th to 4th | 11.9% | 9.9K | +50% | +1.6 pointsmoved from 5th to 4th | |
| 5, moved from 6th to 5th | 7.9% | 6.6K | +22.2% | -0.5 pointsmoved from 6th to 5th | |
| 6, moved from 7th to 6th | 7.9% | 6.6K | +22.2% | -0.5 pointsmoved from 7th to 6th | |
| 7, moved from 4th to 7th | 5.3% | 4.4K | -33.3% | -5 pointsmoved from 4th to 7th | |
| 8, held 8th | 5.3% | 4.4K | +22.2% | -0.3 points | |
| 9, held 9th | 4.3% | 3.6K | +50% | +0.6 points | |
| 10, held 10th | 3.5% | 2.9K | +20.8% | -0.3 points |
1.
CHI21.7%
Held 1st. 18.1K estimated branded searches, +49.6% vs prior month. Share +2.9 points.
2.
TRESemmé17.7%
Moved from 3rd to 2nd. 14.8K estimated branded searches, +49.5% vs prior month. Share +2.3 points.
14.5%
Moved from 2nd to 3rd. 12.1K estimated branded searches, +22.2% vs prior month. Share -0.9 points.
4.
ghd11.9%
Moved from 5th to 4th. 9.9K estimated branded searches, +50% vs prior month. Share +1.6 points.
7.9%
Moved from 6th to 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.5 points.
7.9%
Moved from 7th to 6th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.5 points.
7.
Bed Head5.3%
Moved from 4th to 7th. 4.4K estimated branded searches, -33.3% vs prior month. Share -5 points.
8.
Olaplex5.3%
Held 8th. 4.4K estimated branded searches, +22.2% vs prior month. Share -0.3 points.
4.3%
Held 9th. 3.6K estimated branded searches, +50% vs prior month. Share +0.6 points.
3.5%
Held 10th. 2.9K estimated branded searches, +20.8% vs prior month. Share -0.3 points.
TRESemmé, Kérastase and 5 other brands sell other things too, so only their searches that name this product count here, like “tresemme heat protectant”.
Compare popularity between CHI and its closest rivals
Every comparison with CHI
32 comparisons
- BaByliss vs CHI
- CHI vs Dyson
- CHI vs ghd
- CHI vs Remington
- CHI vs Shark
- CHI vs T3
- BaBylissPRO vs CHI
- CHI vs Cloud Nine
- CHI vs TRESemmé
- CHI vs Kérastase
- CHI vs Conair
- CHI vs Living Proof
- CHI vs Moroccanoil
- CHI vs Parlux
- Bed Head vs CHI
- CHI vs Color Wow
- Aussie vs CHI
- Aveeno vs CHI
- CHI vs Dove
- CHI vs Hims
- CHI vs Olaplex
- CHI vs Not Your Mother's
- Black+Decker vs CHI
- Bosch vs CHI
- CHI vs Panasonic
- CHI vs Philips
- CHI vs Rowenta
- CHI vs Russell Hobbs
- CHI vs Tefal
- Aesop vs CHI
- CHI vs Nizoral
- CHI vs Keeps
How has branded search demand for CHI changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending October 2026, estimated monthly branded searches for CHI worldwide fell from 83.5K to 72.5K.
- Across the 12 months ending October 2026, CHI’s share of searches among heat protectant brands worldwide peaked at 21.8% in March 2026 and was lowest at 14.6% in July 2026.
How did search popularity change for heat protectant brands worldwide in October 2026?
6 changes
In October 2026, ghd overtook Bed Head to rank 4th among heat protectant brands worldwide, with 11.9% of the searches.
In October 2026, TRESemmé overtook Kérastase to rank 2nd among heat protectant brands worldwide, with 17.7% of the searches.
In October 2026, CHI gained share of searches among heat protectant brands worldwide, from 18.8% to 21.7%.
In October 2026, Color Wow gained share of searches among heat protectant brands worldwide, from 3.7% to 4.3%.
In October 2026, Bed Head lost share of searches among heat protectant brands worldwide, from 10.3% to 5.3%.
In October 2026, Kérastase lost share of searches among heat protectant brands worldwide, from 15.4% to 14.5%.
How are CHI’s branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using CHI’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.
- chi flat iron
- chi hair
- chi hair dryer
- chi hair straightener
- chi hair styling
- chi heat protectant
- chi hot roller
- chi hot rollers
- chi shampoo and conditioner
- chi shampoo conditioner
- chi straightener
Do you work for CHI? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does CHI compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Hair styling tool brands | 7th of 8 | 0.63% | Show ranking |
| Hair dryer brands | 10th of 10 | 0.44% | Show ranking |
| Flat iron brands | 5th of 8 | 4.2% | Show ranking |
| Steam iron brands | 8th of 8 | 0.86% | Show ranking |
| Shampoo and conditioner brands | 6th of 9 | 2.4% | Show ranking |
| Heat protectant brands | 1st of 10 | 21.7% | Shown above |
| Hot rollers brands | 5th of 5 | 0.41% | Show ranking |
Is CHI your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.