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 3.5% of all global heat protectant brand searches, placing Not Your Mother's tenth out of ten brands. When we asked both ChatGPT and Google AI Overviews about heat protectant brands, Not Your Mother's did not appear in any of the answers.

Search and AI answers in October 2026

Not Your Mother's is the tenth most searched of 10 competitors and not named in the AI answers we collected.

  1. CHIShare of searches 21.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. TRESemméShare of searches 17.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. KérastaseShare of searches 14.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ghdShare of searches 11.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  5. Not Your Mother'sShare of searches 3.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+5 more

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Top heat protectant brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Not Your Mother's did not appear in any of the five answers.

Most recommended by AI

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

  1. ghd1st
  2. TRESemmé2nd
  3. Olaplex2nd
  4. Color Wow4th
  5. CHI5th
  6. Moroccanoil6th
  7. Kérastase–
  8. Living Proof–
  9. Bed Head–
  10. 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

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 heat protectant brands worldwide?

Not Your Mother's against heat protectant brands worldwide, by month

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
MonthCHITRESemméKérastaseghdLiving ProofMoroccanoilBed HeadOlaplexColor WowNot Your Mother's
Nov 202521.4%14.3%11.7%14.3%9.6%11.7%6.4%4.3%2.8%3.4%
Dec 202520.9%14%11.4%14%9.3%9.3%9.3%5.1%3.3%3.3%
Jan 202619.1%19.1%12.8%12.8%10.5%8.5%4.7%5.7%3.1%3.7%
Feb 202618.8%18.8%12.6%12.6%10.3%10.3%3%6.9%3%3.7%
Mar 202621.8%17.8%14.6%11.9%9.7%9.7%2.8%5.3%2.8%3.5%
Apr 202619.4%19.4%13%13%10.6%10.6%2.6%4.6%3%3.8%
May 202618.2%18.2%14.9%14.9%8.1%9.9%2.4%5.3%3.5%4.4%
Jun 202616.2%19.8%16.2%13.2%8.8%10.8%2.6%4.8%3.8%3.8%
Jul 202614.6%21.8%17.8%11.9%7.9%9.7%2.3%5.2%5.2%3.4%
Aug 202619.1%19.1%15.6%10.4%8.5%8.5%3.8%5.7%4.6%4.6%
Sep 202618.8%15.4%15.4%10.3%8.4%8.4%10.3%5.6%3.7%3.7%
Oct 202621.7%17.7%14.5%11.9%7.9%7.9%5.3%5.3%4.3%3.5%

  1. 1.CHI

    21.7%

    Held 1st. 18.1K estimated branded searches, +49.6% vs prior month. Share +2.9 points.

  2. 2.TRESemmé

    17.7%

    Moved from 3rd to 2nd. 14.8K estimated branded searches, +49.5% vs prior month. Share +2.3 points.

  3. 3.Kérastase

    14.5%

    Moved from 2nd to 3rd. 12.1K estimated branded searches, +22.2% vs prior month. Share -0.9 points.

  4. 4.ghd

    11.9%

    Moved from 5th to 4th. 9.9K estimated branded searches, +50% vs prior month. Share +1.6 points.

  5. 5.Living Proof

    7.9%

    Moved from 6th to 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.5 points.

  6. 6.Moroccanoil

    7.9%

    Moved from 7th to 6th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.5 points.

  7. 7.Bed Head

    5.3%

    Moved from 4th to 7th. 4.4K estimated branded searches, -33.3% vs prior month. Share -5 points.

  8. 8.Olaplex

    5.3%

    Held 8th. 4.4K estimated branded searches, +22.2% vs prior month. Share -0.3 points.

  9. 9.Color Wow

    4.3%

    Held 9th. 3.6K estimated branded searches, +50% vs prior month. Share +0.6 points.

  10. 10.Not Your Mother's

    3.5%

    Held 10th. 2.9K estimated branded searches, +20.8% vs prior month. Share -0.3 points.

Not Your Mother's, TRESemmé and 5 other brands sell other things too, so only their searches that name this product count here, like “not your mothers heat protectant”.

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?

3 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 heat protectant brands worldwide peaked at 4.6% in August 2026 and was lowest at 3.3% in December 2025.
  • Across the 12 months ending October 2026, Not Your Mother's fell from 9th to 10th among heat protectant brands worldwide.

How did search popularity change for heat protectant brands worldwide in October 2026?

6 changes

  1. In October 2026, ghd overtook Bed Head to rank 4th among heat protectant brands worldwide, with 11.9% of the searches.

  2. In October 2026, TRESemmé overtook Kérastase to rank 2nd among heat protectant brands worldwide, with 17.7% of the searches.

  3. In October 2026, CHI gained share of searches among heat protectant brands worldwide, from 18.8% to 21.7%.

  4. In October 2026, Color Wow gained share of searches among heat protectant brands worldwide, from 3.7% to 4.3%.

  5. In October 2026, Bed Head lost share of searches among heat protectant brands worldwide, from 10.3% to 5.3%.

  6. In October 2026, Kérastase lost share of searches among heat protectant brands worldwide, from 15.4% to 14.5%.

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%Show ranking
Dry shampoo2nd of 522.5%Show ranking
Heat protectant brands10th of 103.5%Shown above
Creator with pink hair and a pink jacket

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