Curly hair product brands:Which are most popular?

Name: Curly hair product brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In October 2026, Cantu was the most searched curly hair product brand worldwide, accounting for 30.5% of all searches among the 12 brands tracked by the Brandwave Brand Demand Index. When we checked with ChatGPT and Google AI Overviews, Curlsmith and Ouidad were mentioned most often, in three of the four answers. Ouidad was recommended most often, coming first in one out of three responses that gave a list.

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Top curly hair product brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Curlsmith and Ouidad were mentioned most often, in three of the four answers. Ouidad was recommended most often, coming first in one out of three answers that gave a list. Not Your Mother's was second, and Curlsmith was third. Cantu, which ranked first in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Curlsmith	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Ouidad	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Not Your Mother's	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Briogeo	Named in 1 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	2 of 4
Mielle	Named in 1 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	2 of 4
Kinky-Curly	Named in 0 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	1 of 4
Cantu	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Bounce Curl	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
PATTERN Beauty	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
DevaCurl	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Uncle Funky's Daughter	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Jessicurl	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

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
Uncle Funky's Daughter0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Jessicurl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about curly hair product brands

4 answers

Asked ChatGPT
“Which curly hair products should I use?”
1. 1Not Your Mother's
2. 2Ouidad
Asked ChatGPT
“What are the best curly hair product brands?”
1. 1Curlsmith
2. 2Ouidad
3. 3Not Your Mother's
4. 4Mielle
5. 5Briogeo
Asked ChatGPT
“What's the best curl cream for frizzy hair?”
1. 1Ouidad
2. 2Curlsmith
Searched Google, AI Overview
“curly hair products”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best curly hair products”
1. 1Briogeo
2. 2Curlsmith
3. 3Kinky-Curly
4. 4Mielle

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.

Which curly hair product brands do people search for most?

This chart shows how often people search Google for each curly hair product brand by name. Each line represents a brand's share of searches for all 12 curly hair product brands we track, month by month, from English-language searches worldwide.

Share of searches among curly hair product brands worldwide, by month

Month	Cantu	Bounce Curl	Curlsmith	Ouidad	Not Your Mother's	PATTERN Beauty	DevaCurl	Kinky-Curly	Uncle Funky's Daughter	Briogeo	Jessicurl	Mielle
Nov 2025	24.4%	16.4%	16.4%	11%	6%	11%	7.3%	2.2%	1.8%	1.8%	1.2%	0.42%
Dec 2025	26%	17.5%	17.5%	9.6%	6.4%	7.8%	7.8%	2.3%	1.6%	1.9%	1%	0.45%
Jan 2026	28.7%	15.8%	15.8%	10.6%	7.1%	7.1%	7.1%	2.6%	1.7%	2.1%	1.1%	0.5%
Feb 2026	29.5%	16.2%	16.2%	10.9%	6%	7.3%	7.3%	2.2%	1.4%	1.4%	1.2%	0.51%
Mar 2026	26.4%	17.8%	14.5%	11.9%	6.5%	7.9%	7.9%	2.4%	1.6%	1.6%	1.1%	0.46%
Apr 2026	28.8%	15.8%	15.8%	10.6%	7.1%	7.1%	7.1%	2.6%	1.7%	1.7%	1.2%	0.5%
May 2026	34.5%	12.7%	15.5%	10.4%	6.9%	5.7%	6.9%	2.5%	1.7%	1.7%	1.1%	0.49%
Jun 2026	30%	13.5%	16.5%	11.1%	7.4%	6.1%	7.4%	2.7%	1.8%	1.8%	1.2%	0.52%
Jul 2026	28.5%	12.8%	15.7%	10.5%	7%	10.5%	7%	2.6%	1.7%	1.7%	1.4%	0.49%
Aug 2026	28.7%	12.9%	15.8%	10.6%	8.6%	8.6%	7.1%	2.6%	1.7%	1.4%	1.4%	0.63%
Sep 2026	31.1%	14%	14%	11.4%	7.7%	7.7%	6.3%	2.8%	1.9%	1.5%	1.2%	0.54%
Oct 2026	30.5%	13.7%	13.7%	11.2%	9.2%	7.5%	6.2%	2.7%	1.8%	1.5%	1.2%	0.53%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Cantu	30.5%	110K	0%	-0.5 points
2, held 2nd	Bounce Curl	13.7%	49.5K	0%	-0.2 points
3, held 3rd	Curlsmith	13.7%	49.5K	0%	-0.2 points
4, held 4th	Ouidad	11.2%	40.5K	0%	-0.2 points
5, held 5th	Not Your Mother's	9.2%	33.1K	+22.1%	+1.5 points
6, held 6th	PATTERN Beauty	7.5%	27.1K	0%	-0.1 points
7, held 7th	DevaCurl	6.2%	22.2K	0%	-0.1 points
8, held 8th	Kinky-Curly	2.7%	9.9K	0%	0 points
9, held 9th	Uncle Funky's Daughter	1.8%	6.6K	0%	0 points
10, held 10th	Briogeo	1.5%	5.4K	0%	0 points
11, held 11th	Jessicurl	1.2%	4.4K	0%	0 points
12, held 12th	Mielle	0.53%	1.9K	0%	0 points

1.Cantu
30.5%
Held 1st. 110K estimated branded searches, 0% vs prior month. Share -0.5 points.
2.Bounce Curl
13.7%
Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
3.Curlsmith
13.7%
Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
4.Ouidad
11.2%
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
5.Not Your Mother's
9.2%
Held 5th. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.5 points.
6.PATTERN Beauty
7.5%
Held 6th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
7.DevaCurl
6.2%
Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.
8.Kinky-Curly
2.7%
Held 8th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.
9.Uncle Funky's Daughter
1.8%
Held 9th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
10.Briogeo
1.5%
Held 10th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.
11.Jessicurl
1.2%
Held 11th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.
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”.

Which brand is most popular in search among curly hair product brands worldwide?

12 brands

In October 2026, Cantu was the most searched among curly hair product brands worldwide, with an estimated 110K branded searches, 30.5% of all searches for the 12 tracked by the Brandwave Brand Demand Index. Bounce Curl is in 2nd place, 16.8 percentage points behind at 13.7%.

Global curly hair product brands, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
Cantu	24.4% → 30.5%	34.5%May 2026	24.4%Nov 2025	1st
Bounce Curl	16.4% → 13.7%	17.8%Mar 2026	12.7%May 2026	2nd
Curlsmith	16.4% → 13.7%	17.5%Dec 2025	13.7%Oct 2026	3rd
Ouidad	11% → 11.2%	11.9%Mar 2026	9.6%Dec 2025	4th
Not Your Mother's	6% → 9.2%	9.2%Oct 2026	6%Feb 2026	7th → 5th
PATTERN Beauty	11% → 7.5%	11%Nov 2025	5.7%May 2026	5th → 6th
DevaCurl	7.3% → 6.2%	7.9%Mar 2026	6.2%Oct 2026	6th → 7th
Kinky-Curly	2.2% → 2.7%	2.8%Sep 2026	2.2%Feb 2026	8th
Uncle Funky's Daughter	1.8%	1.9%Sep 2026	1.4%Feb 2026	10th → 9th
Briogeo	1.8% → 1.5%	2.1%Jan 2026	1.4%Aug 2026	9th → 10th
Jessicurl	1.2%	1.4%Aug 2026	1%Dec 2025	11th
Mielle	0.42% → 0.53%	0.63%Aug 2026	0.42%Nov 2025	12th

Each finding as a sentence

Across the 12 months ending October 2026, Cantu’s share of searches among curly hair product brands worldwide increased from 24.4% to 30.5%.
Across the 12 months ending October 2026, Bounce Curl’s share of searches among curly hair product brands worldwide decreased from 16.4% to 13.7%.
Across the 12 months ending October 2026, Curlsmith’s share of searches among curly hair product brands worldwide decreased from 16.4% to 13.7%.
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, PATTERN Beauty’s share of searches among curly hair product brands worldwide decreased from 11% to 7.5%.
Across the 12 months ending October 2026, DevaCurl’s share of searches among curly hair product brands worldwide decreased from 7.3% to 6.2%.
Across the 12 months ending October 2026, Kinky-Curly’s share of searches among curly hair product brands worldwide increased from 2.2% to 2.7%.
Across the 12 months ending October 2026, Cantu’s share of searches among curly hair product brands worldwide peaked at 34.5% in May 2026 and was lowest at 24.4% in November 2025.
Across the 12 months ending October 2026, Bounce Curl’s share of searches among curly hair product brands worldwide peaked at 17.8% in March 2026 and was lowest at 12.7% in May 2026.
Across the 12 months ending October 2026, Curlsmith’s share of searches among curly hair product brands worldwide peaked at 17.5% in December 2025 and was lowest at 13.7% in October 2026.
Across the 12 months ending October 2026, Ouidad’s share of searches among curly hair product brands worldwide peaked at 11.9% in March 2026 and was lowest at 9.6% in December 2025.
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, PATTERN Beauty’s share of searches among curly hair product brands worldwide peaked at 11% in November 2025 and was lowest at 5.7% in May 2026.
Across the 12 months ending October 2026, DevaCurl’s share of searches among curly hair product brands worldwide peaked at 7.9% in March 2026 and was lowest at 6.2% in October 2026.
Across the 12 months ending October 2026, Not Your Mother's rose from 7th to 5th among curly hair product brands worldwide.
Across the 12 months ending October 2026, PATTERN Beauty fell from 5th to 6th among curly hair product brands worldwide.
Across the 12 months ending October 2026, DevaCurl fell from 6th to 7th among curly hair product brands worldwide.
Across the 12 months ending October 2026, Uncle Funky's Daughter rose from 10th to 9th among curly hair product brands worldwide.
Across the 12 months ending October 2026, Briogeo fell from 9th to 10th among curly hair product brands worldwide.
Across the 12 months ending October 2026, Ouidad, Jessicurl and Mielle held steady: their share of searches among curly hair product brands worldwide each moved less than 0.5 percentage points.

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

8 changes

In October 2026, Not Your Mother's gained share of searches among curly hair product brands worldwide, from 7.7% to 9.2%.
In October 2026, Cantu lost share of searches among curly hair product brands worldwide, from 31.1% to 30.5%.
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.
Estimated monthly branded searches for Briogeo worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in October 2026.
Estimated monthly branded searches for Bounce Curl worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in October 2026.
Estimated monthly branded searches for Curlsmith worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in October 2026.
Estimated monthly branded searches for DevaCurl worldwide fell 32.9% over 12 measured months, from 33.1K to 22.2K in October 2026.
Estimated monthly branded searches for Jessicurl worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in October 2026.

How are branded searches counted for curly hair product brands?

12 search terms

Each brand's share of searches among curly hair product brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.