Brandwave

How popular isNot Your Mother's?

In October 2026, people searched for Not Your Mother's by name about 124,000 times worldwide, a 5.7% decrease from the previous year. These searches made up 9.2% of all global curly hair product brand searches, placing Not Your Mother's fifth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about curly hair product brands, Not Your Mother's appeared in two of the four answers and was the second most recommended of the 12.

Search and AI answers in October 2026

Not Your Mother's is the fifth most searched of 12 competitors and the second most recommended in the AI answers we collected.

  1. CantuShare of searches 30.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. Bounce CurlShare of searches 13.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. CurlsmithShare of searches 13.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. OuidadShare of searches 11.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  5. Not Your Mother'sShare of searches 9.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd

+7 more

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Top curly hair product brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Not Your Mother's was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Not Your Mother's is the second most recommended of the 12.

Most recommended by AI

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

  1. Ouidad1st
  2. Not Your Mother's2nd
  3. Curlsmith3rd
  4. Mielle4th
  5. Briogeo5th
  6. Cantu–
  7. Bounce Curl–
  8. PATTERN Beauty–
  9. DevaCurl–
  10. Kinky-Curly–
  11. +2 more

Mentioned by AI

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

  • Curlsmith3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ouidad3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Not Your Mother's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Briogeo2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mielle2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kinky-Curly1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Cantu0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bounce Curl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • PATTERN Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DevaCurl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+2 more

See every answer about curly hair product 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 25, 2026.

How often do people search for Not Your Mother's compared with other curly hair product brands worldwide?

Not Your Mother's against curly hair product brands worldwide, by month

Share of searches by month for Cantu, Bounce Curl, Curlsmith, Ouidad, Not Your Mother's, PATTERN Beauty, DevaCurl, Kinky-Curly. The figures are in the table below the chart.

View monthly share of searches table
MonthCantuBounce CurlCurlsmithOuidadNot Your Mother'sPATTERN BeautyDevaCurlKinky-CurlyUncle Funky's DaughterBriogeoJessicurlMielle
Nov 202524.4%16.4%16.4%11%6%11%7.3%2.2%1.8%1.8%1.2%0.42%
Dec 202526%17.5%17.5%9.6%6.4%7.8%7.8%2.3%1.6%1.9%1%0.45%
Jan 202628.7%15.8%15.8%10.6%7.1%7.1%7.1%2.6%1.7%2.1%1.1%0.5%
Feb 202629.5%16.2%16.2%10.9%6%7.3%7.3%2.2%1.4%1.4%1.2%0.51%
Mar 202626.4%17.8%14.5%11.9%6.5%7.9%7.9%2.4%1.6%1.6%1.1%0.46%
Apr 202628.8%15.8%15.8%10.6%7.1%7.1%7.1%2.6%1.7%1.7%1.2%0.5%
May 202634.5%12.7%15.5%10.4%6.9%5.7%6.9%2.5%1.7%1.7%1.1%0.49%
Jun 202630%13.5%16.5%11.1%7.4%6.1%7.4%2.7%1.8%1.8%1.2%0.52%
Jul 202628.5%12.8%15.7%10.5%7%10.5%7%2.6%1.7%1.7%1.4%0.49%
Aug 202628.7%12.9%15.8%10.6%8.6%8.6%7.1%2.6%1.7%1.4%1.4%0.63%
Sep 202631.1%14%14%11.4%7.7%7.7%6.3%2.8%1.9%1.5%1.2%0.54%
Oct 202630.5%13.7%13.7%11.2%9.2%7.5%6.2%2.7%1.8%1.5%1.2%0.53%

  1. 1.Cantu

    30.5%

    Held 1st. 110K estimated branded searches, 0% vs prior month. Share -0.5 points.

  2. 2.Bounce Curl

    13.7%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  3. 3.Curlsmith

    13.7%

    Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Ouidad

    11.2%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Not Your Mother's

    9.2%

    Held 5th. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.5 points.

  6. 6.PATTERN Beauty

    7.5%

    Held 6th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.DevaCurl

    6.2%

    Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Kinky-Curly

    2.7%

    Held 8th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Uncle Funky's Daughter

    1.8%

    Held 9th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Briogeo

    1.5%

    Held 10th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Jessicurl

    1.2%

    Held 11th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Mielle

    0.53%

    Held 12th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

Not Your Mother's sells other things too, so only its searches that name this product count here, like “not your mothers curl”.

Compare popularity between Not Your Mother's and its closest rivals

Every comparison with Not Your Mother's

24 comparisons

How has branded search demand for Not Your Mother's changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Not Your Mother's worldwide fell from 131K to 124K.
  • Across the 12 months ending October 2026, Not Your Mother's’ share of searches among curly hair product brands worldwide increased from 6% to 9.2%.
  • Across the 12 months ending October 2026, Not Your Mother's’ share of searches among curly hair product brands worldwide peaked at 9.2% in October 2026 and was lowest at 6% in February 2026.
  • Across the 12 months ending October 2026, Not Your Mother's rose from 7th to 5th among curly hair product brands worldwide.

How did search popularity change for curly hair product brands worldwide in October 2026?

6 changes

  1. In October 2026, Not Your Mother's gained share of searches among curly hair product brands worldwide, from 7.7% to 9.2%.

  2. In October 2026, Cantu lost share of searches among curly hair product brands worldwide, from 31.1% to 30.5%.

  3. PATTERN Beauty’s share of searches among curly hair product brands worldwide has lost ground for 3 months in a row, from 10.5% to 7.5% in October 2026.

  4. Estimated monthly branded searches for Briogeo worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in October 2026.

  5. Estimated monthly branded searches for Bounce Curl worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in October 2026.

  6. Estimated monthly branded searches for Curlsmith worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in October 2026.

How are Not Your Mother's’ branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Not Your Mother'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.

  • not your mothers
  • not your mothers curl
  • not your mothers dry shampoo
  • not your mothers heat protectant

Do you work for Not Your Mother's? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Not Your Mother's compete?

Not Your Mother's is ranked by how often people search for it in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Curly hair product brands5th of 129.2%Shown above
Dry shampoo2nd of 522.5%Show ranking
Heat protectant brands10th of 103.5%Show ranking
Creator with pink hair and a pink jacket

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