Brandwave

How popular isKiehl's?

In September 2026, people searched for Kiehl's by name about 550,000 times worldwide, an 18.3% decrease from the previous year. These searches made up 18.1% of all global men's grooming brand searches, placing Kiehl's third out of nine brands. When we asked both ChatGPT and Google AI Overviews about men's grooming brands, Kiehl's appeared in two of the four answers and was the second most recommended of the nine.

Search and AI answers in September 2026

Kiehl's is the third most searched of 9 competitors and the second most recommended in AI answers.

  1. Jack BlackShare of searches 40.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. AesopShare of searches 27.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. Kiehl'sShare of searches 18.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  4. ManscapedShare of searches 12.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. Nivea MenShare of searches 2.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+4 more

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Top men's grooming brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Kiehl's was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Kiehl's is the second most recommended of the nine.

Most recommended by AI

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

  1. Jack Black1st
  2. Kiehl's2nd
  3. Aesop3rd
  4. Marlowe4th
  5. La Roche-Posay5th
  6. Manscaped–
  7. Nivea Men–
  8. Bulldog–
  9. Wahl–

Mentioned by AI

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

  • Jack Black3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Aesop2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kiehl's2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • La Roche-Posay2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Marlowe2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Manscaped0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nivea Men0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bulldog0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wahl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about men's grooming brands

4 answers

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 21, 2026.

Which men's grooming brands compete with Kiehl's?

Kiehl's against men's grooming brands worldwide, by month

Share of searches by month for Jack Black, Aesop, Kiehl's, Manscaped, Nivea Men. The figures are in the table below the chart.

View monthly share of searches table
MonthJack BlackAesopKiehl'sManscapedNivea MenLa Roche-PosayBulldogMarloweWahl
Oct 202536.6%30%20.2%11%2.2%0.02%0.03%0.01%<0.01%
Nov 202526.6%32.7%26.6%12%2%0.02%0.02%<0.01%<0.01%
Dec 202543%28.8%15.8%10.6%1.7%0.02%0.02%<0.01%<0.01%
Jan 202646.4%25.3%17.1%9.3%1.9%0.02%0.02%<0.01%<0.01%
Feb 202640.2%27.1%18.1%12.1%2.4%0.03%0.02%0.01%<0.01%
Mar 202647.2%25.8%17.3%7.8%1.9%0.02%0.02%<0.01%<0.01%
Apr 202655.2%20.3%13.6%9.1%1.8%0.02%0.02%<0.01%<0.01%
May 202640.2%27.1%18.1%12.1%2.4%0.03%0.03%0.01%<0.01%
Jun 202635.5%29.2%19.5%13.1%2.6%0.03%0.02%0.02%<0.01%
Jul 202637.7%31.1%17%11.4%2.8%0.03%0.02%0.01%<0.01%
Aug 202655.2%20.3%13.6%9.1%1.8%0.02%0.02%<0.01%<0.01%
Sep 202640.2%27.1%18.1%12.1%2.4%0.03%0.02%<0.01%<0.01%

  1. 1.Jack Black

    40.2%

    Held 1st. 1.2M estimated branded searches, -45.5% vs prior month. Share -15 points.

  2. 2.Aesop

    27.1%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share +6.8 points.

  3. 3.Kiehl's

    18.1%

    Held 3rd. 550K estimated branded searches, 0% vs prior month. Share +4.6 points.

  4. 4.Manscaped

    12.1%

    Held 4th. 368K estimated branded searches, 0% vs prior month. Share +3 points.

  5. 5.Nivea Men

    2.4%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.La Roche-Posay

    0.03%

    Held 6th. 880 estimated branded searches, +22.2% vs prior month. Share 0 points.

  7. 7.Bulldog

    0.02%

    Held 7th. 740 estimated branded searches, +13.8% vs prior month. Share 0 points.

  8. 8.Marlowe

    <0.01%

    Held 8th. 300 estimated branded searches, -14.3% vs prior month. Share 0 points.

  9. 9.Wahl

    <0.01%

    Held 9th. 40 estimated branded searches, +33.3% vs prior month. Share 0 points.

Compare popularity between Kiehl's and its closest rivals

Every comparison with Kiehl's

26 comparisons

How has branded search demand for Kiehl's changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kiehl's worldwide fell from 673K to 550K.
  • Across the 12 months ending September 2026, Kiehl's’ share of searches among men's grooming brands worldwide decreased from 20.2% to 18.1%.
  • Across the 12 months ending September 2026, Kiehl's’ share of searches among men's grooming brands worldwide peaked at 26.6% in November 2025 and was lowest at 13.6% in April 2026.

How did search popularity change for men's grooming brands worldwide in September 2026?

6 changes

  1. In September 2026, Aesop gained share of searches among men's grooming brands worldwide, from 20.3% to 27.1%.

  2. In September 2026, Kiehl's gained share of searches among men's grooming brands worldwide, from 13.6% to 18.1%.

  3. In September 2026, Manscaped gained share of searches among men's grooming brands worldwide, from 9.1% to 12.1%.

  4. In September 2026, Nivea Men gained share of searches among men's grooming brands worldwide, from 1.8% to 2.4%.

  5. In September 2026, Jack Black lost share of searches among men's grooming brands worldwide, from 55.2% to 40.2%.

  6. Estimated monthly branded searches for Wahl worldwide rose 100% over 12 measured months, from 20 to 40 in September 2026.

How are Kiehl's’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kiehl'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.

  • kiehl s
  • kiehls

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How the Brand Demand Index is measured

Where does Kiehl's compete?

Kiehl's is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Skincare brands9th of 224%Show ranking
Face cleanser brands10th of 155%Show ranking
Moisturizer brands8th of 116.1%Show ranking
Eye creams6th of 68.3%Show ranking
Men's grooming brands3rd of 918.1%Shown above
Creator with pink hair and a pink jacket

Is Kiehl's your brand?

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