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 15.9% of all global shampoo and conditioner brand searches, placing Olaplex fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about shampoo and conditioner brands, Olaplex appeared in four of the five answers and was the second most recommended of the nine.

Search and AI answers in September 2026

Olaplex is the fourth most searched of 9 competitors and the second most recommended in AI answers.

  1. DoveShare of searches 28.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. AesopShare of searches 23.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. HimsShare of searches 15.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. OlaplexShare of searches 15.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. NizoralShare of searches 8.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+4 more

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Top shampoo and conditioner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Olaplex was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Olaplex 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. Dove1st
  2. Olaplex2nd
  3. Nizoral3rd
  4. Aesop–
  5. Hims–
  6. Aveeno–
  7. Aussie–
  8. CHI–
  9. Keeps–

Mentioned by AI

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

  • Olaplex4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dove3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nizoral2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aesop0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hims0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aveeno0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aussie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CHI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Keeps0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about shampoo and conditioner brands

5 answers

  • Asked ChatGPT

    “Which shampoo and conditioner brand should I buy?”

    1. 1Dove
    2. 2Nizoral

  • Asked ChatGPT

    “What are the best shampoo and conditioner brands?”

    1. 1Olaplex
    2. 2Nizoral

  • Asked ChatGPT

    “What's the best shampoo and conditioner brand for everyday hair care?”

    1. 1Dove
    2. 2Olaplex

  • Searched Google, AI Overview

    “best shampoo and conditioner”

    1. 1Dove
    2. 2Olaplex

  • Searched Google, AI Overview

    “sulphate free shampoo”

    1. 1Olaplex

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 shampoo and conditioner brands compete with Olaplex?

Olaplex against shampoo and conditioner brands worldwide, by month

Share of searches by month for Dove, Aesop, Hims, Olaplex, Nizoral, Aveeno. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveAesopHimsOlaplexNizoralAveenoAussieCHIKeeps
Oct 202526.5%26.5%14.6%17.8%8%6.4%0.08%0.08%<0.01%
Nov 202519.3%35.2%12.9%19.3%7.1%6.1%0.07%0.08%<0.01%
Dec 202518.8%34.2%15.3%18.8%6.9%6%0.07%0.07%<0.01%
Jan 202621.6%26.3%17.7%17.7%9.7%6.9%0.08%0.08%<0.01%
Feb 202624.3%24.3%19.9%16.2%8.9%6.3%0.09%0.07%<0.01%
Mar 202625.2%25.2%16.9%16.9%9.3%6.3%0.09%0.07%<0.01%
Apr 202622.7%22.7%18.6%18.6%10.1%7.2%0.08%0.08%<0.01%
May 202627%22.2%18.2%18.2%8.1%6.1%0.08%0.06%<0.01%
Jun 202624.2%24.2%19.8%16.2%8.8%6.6%0.11%0.07%<0.01%
Jul 202624.2%24.2%19.8%16.2%8.8%6.6%0.11%0.07%<0.01%
Aug 202628.9%23.8%15.9%15.9%8.7%6.5%0.1%0.07%<0.01%
Sep 202628.9%23.8%15.9%15.9%8.7%6.5%0.1%0.07%<0.01%

  1. 1.Dove

    28.9%

    Held 1st. 1M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Aesop

    23.8%

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

  3. 3.Hims

    15.9%

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

  4. 4.Olaplex

    15.9%

    Held 4th. 550K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Nizoral

    8.7%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Aveeno

    6.5%

    Held 6th. 226K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Aussie

    0.1%

    Held 7th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.CHI

    0.07%

    Held 8th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Keeps

    <0.01%

    Held 9th. 260 estimated branded searches, +52.9% 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?

4 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 shampoo and conditioner brands worldwide decreased from 17.8% to 15.9%.
  • Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo and conditioner brands worldwide peaked at 19.3% in November 2025 and was lowest at 15.9% in September 2026.
  • Across the 12 months ending September 2026, Olaplex fell from 3rd to 4th among shampoo and conditioner brands worldwide.

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

5 changes

  1. Estimated monthly branded searches for Keeps worldwide rose 52.9% over 12 measured months, from 170 to 260 in September 2026.

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

  3. Estimated monthly branded searches for Olaplex worldwide fell 18.3% over 12 measured months, from 673K to 550K in September 2026.

  4. Estimated monthly branded searches for Aesop worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 2026.

  5. Estimated monthly branded searches for CHI worldwide fell 17.2% over 12 measured months, from 2.9K to 2.4K 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%Shown above
Hair mask brands2nd of 717%Show ranking
Hair serum brands2nd of 517.8%Show ranking
Conditioner brands1st of 824.9%Show ranking
Hair oil brands7th of 113.7%Show ranking
Lash serum brands10th of 110.44%Show ranking
Creator with pink hair and a pink jacket

Is Olaplex your brand?

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