Brandwave

How popular isOlaplex?

In September 2026, people searched for Olaplex by name about 574,000 times worldwide, a 16.7% decrease from the previous year. These searches made up 24.9% of all global conditioner brand searches, placing Olaplex first out of eight brands. When we asked both ChatGPT and Google AI Overviews about conditioner brands, Olaplex appeared in two of the five answers and was the joint third most recommended of the eight.

Search and AI answers in September 2026

Olaplex is the most searched of 8 competitors and the joint third most recommended in AI answers.

  1. OlaplexShare of searches 24.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. GarnierShare of searches 20.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  3. Herbal EssencesShare of searches 13.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. L'Oréal ParisShare of searches 13.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  5. RedkenShare of searches 13.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

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Top conditioner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Olaplex was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Olaplex is the joint third most recommended of the eight.

Most recommended by AI

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

  1. Redken1st
  2. L'Oréal Paris2nd
  3. Olaplex3rd
  4. Garnier3rd
  5. OGX5th
  6. Aussie5th
  7. Herbal Essences–
  8. Pantene–

Mentioned by AI

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

  • Redken3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Olaplex2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OGX2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Garnier1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aussie1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Herbal Essences0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pantene0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about conditioner 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 20, 2026.

Which conditioner brands compete with Olaplex?

Olaplex against conditioner brands worldwide, by month

Share of searches by month for Olaplex, Garnier, Herbal Essences, L'Oréal Paris, Redken, Pantene, OGX. The figures are in the table below the chart.

View monthly share of searches table
MonthOlaplexGarnierHerbal EssencesL'Oréal ParisRedkenPanteneOGXAussie
Oct 202528.3%23.1%10.3%12.6%12.6%10.3%2.5%0.12%
Nov 202532.8%17.9%9.8%12%14.7%9.8%2.9%0.12%
Dec 202532.8%17.9%9.8%12%14.7%9.8%2.9%0.12%
Jan 202627.7%18.5%10.1%15.2%15.2%10.1%3%0.12%
Feb 202626%21.3%11.6%11.6%14.2%11.6%3.5%0.14%
Mar 202626.7%21.9%12%12%14.6%9.8%2.9%0.14%
Apr 202628.8%23.5%10.5%10.5%12.9%10.5%3.2%0.12%
May 202628.8%23.5%10.5%10.5%12.9%10.5%3.2%0.12%
Jun 202624.2%24.2%13.3%10.8%13.3%10.8%3.3%0.16%
Jul 202624.2%24.2%13.3%10.8%13.3%10.8%3.3%0.16%
Aug 202624.2%24.2%13.3%10.8%13.3%10.8%3.3%0.16%
Sep 202624.9%20.3%13.6%13.6%13.6%11.1%2.7%0.16%

  1. 1.Olaplex

    24.9%

    Moved from 2nd to 1st. 550K estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Garnier

    20.3%

    Moved from 1st to 2nd. 450K estimated branded searches, -18.2% vs prior month. Share -3.9 points.

  3. 3.Herbal Essences

    13.6%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.L'Oréal Paris

    13.6%

    Moved from 5th to 4th. 301K estimated branded searches, +22.4% vs prior month. Share +2.8 points.

  5. 5.Redken

    13.6%

    Moved from 4th to 5th. 301K estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Pantene

    11.1%

    Held 6th. 246K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.OGX

    2.7%

    Held 7th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  8. 8.Aussie

    0.16%

    Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Olaplex and its closest rivals

Every comparison with Olaplex

40 comparisons

How has branded search demand for Olaplex changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Olaplex worldwide fell from 689K to 574K.
  • Across the 12 months ending September 2026, Olaplex’s share of searches among conditioner brands worldwide decreased from 28.3% to 24.9%.
  • Across the 12 months ending September 2026, Olaplex’s share of searches among conditioner brands worldwide peaked at 32.8% in November 2025 and was lowest at 24.2% in June 2026.

How did search popularity change for conditioner brands worldwide in September 2026?

6 changes

  1. In September 2026, Olaplex overtook Garnier to become the leader among conditioner brands worldwide, with 24.9% of the searches.

  2. In September 2026, L'Oréal Paris overtook Redken to rank 4th among conditioner brands worldwide, with 13.6% of the searches.

  3. In September 2026, Garnier lost share of searches among conditioner brands worldwide, from 24.2% to 20.3%.

  4. In September 2026, OGX lost share of searches among conditioner brands worldwide, from 3.3% to 2.7%.

  5. Estimated monthly branded searches for Aussie worldwide rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.

  6. Estimated monthly branded searches for Herbal Essences worldwide rose 22.4% over 12 measured months, from 246K to 301K in September 2026.

How are Olaplex’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Olaplex’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.

  • olaplex
  • olaplex lashbond
  • olaplex no 7

Do you work for Olaplex? 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 Olaplex compete?

Olaplex is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Professional haircare and styling brands2nd of 1014%Show ranking
Shampoo and conditioner brands4th of 915.9%Show ranking
Hair mask brands2nd of 717%Show ranking
Hair serum brands2nd of 517.8%Show ranking
Conditioner brands1st of 824.9%Shown above
Hair oil brands7th of 113.7%Show ranking
Lash serum brands10th of 110.44%Show ranking
Creator with pink hair and a pink jacket

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