Heat protectant brands:Which are most popular?

Name: Heat protectant brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In October 2026, CHI was the most searched heat protectant brand worldwide, accounting for 21.7% of all searches among the ten brands tracked by the Brandwave Brand Demand Index. When we checked with ChatGPT and Google AI Overviews, TRESemmé and Moroccanoil were mentioned most often, in three of the five answers. ghd was recommended most often, coming first in two out of three responses that gave a list.

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Top heat protectant brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, TRESemmé and Moroccanoil were mentioned most often, in three of the five answers. ghd was recommended most often, coming first in two out of three answers that gave a list. TRESemmé and Olaplex tied for second. Kérastase, which ranked third 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
TRESemmé	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Moroccanoil	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
ghd	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
CHI	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Olaplex	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Color Wow	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Kérastase	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Living Proof	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Bed Head	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Not Your Mother's	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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

Asked ChatGPT
“Which heat protectant should I use?”
1. 1Moroccanoil
Asked ChatGPT
“What are the best heat protectant sprays?”
1. 1ghd
2. 2Color Wow
3. 3TRESemmé
4. 4Moroccanoil
Asked ChatGPT
“What's the best heat protectant for straightening hair?”
1. 1ghd
2. 2CHI
3. 3Moroccanoil
Searched Google, AI Overview
“heat protectant”
1. 1TRESemmé
Searched Google, AI Overview
“best heat protectant”
1. 1Olaplex
2. 2TRESemmé

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 heat protectant brands do people search for most?

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

Share of searches among heat protectant brands worldwide, by month

Month	CHI	TRESemmé	Kérastase	ghd	Living Proof	Moroccanoil	Bed Head	Olaplex	Color Wow	Not Your Mother's
Nov 2025	21.4%	14.3%	11.7%	14.3%	9.6%	11.7%	6.4%	4.3%	2.8%	3.4%
Dec 2025	20.9%	14%	11.4%	14%	9.3%	9.3%	9.3%	5.1%	3.3%	3.3%
Jan 2026	19.1%	19.1%	12.8%	12.8%	10.5%	8.5%	4.7%	5.7%	3.1%	3.7%
Feb 2026	18.8%	18.8%	12.6%	12.6%	10.3%	10.3%	3%	6.9%	3%	3.7%
Mar 2026	21.8%	17.8%	14.6%	11.9%	9.7%	9.7%	2.8%	5.3%	2.8%	3.5%
Apr 2026	19.4%	19.4%	13%	13%	10.6%	10.6%	2.6%	4.6%	3%	3.8%
May 2026	18.2%	18.2%	14.9%	14.9%	8.1%	9.9%	2.4%	5.3%	3.5%	4.4%
Jun 2026	16.2%	19.8%	16.2%	13.2%	8.8%	10.8%	2.6%	4.8%	3.8%	3.8%
Jul 2026	14.6%	21.8%	17.8%	11.9%	7.9%	9.7%	2.3%	5.2%	5.2%	3.4%
Aug 2026	19.1%	19.1%	15.6%	10.4%	8.5%	8.5%	3.8%	5.7%	4.6%	4.6%
Sep 2026	18.8%	15.4%	15.4%	10.3%	8.4%	8.4%	10.3%	5.6%	3.7%	3.7%
Oct 2026	21.7%	17.7%	14.5%	11.9%	7.9%	7.9%	5.3%	5.3%	4.3%	3.5%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	CHI	21.7%	18.1K	+49.6%	+2.9 points
2, moved from 3rd to 2nd	TRESemmé Unilever	17.7%	14.8K	+49.5%	+2.3 pointsmoved from 3rd to 2nd
3, moved from 2nd to 3rd	Kérastase	14.5%	12.1K	+22.2%	-0.9 pointsmoved from 2nd to 3rd
4, moved from 5th to 4th	ghd	11.9%	9.9K	+50%	+1.6 pointsmoved from 5th to 4th
5, moved from 6th to 5th	Living Proof Unilever	7.9%	6.6K	+22.2%	-0.5 pointsmoved from 6th to 5th
6, moved from 7th to 6th	Moroccanoil	7.9%	6.6K	+22.2%	-0.5 pointsmoved from 7th to 6th
7, moved from 4th to 7th	Bed Head	5.3%	4.4K	-33.3%	-5 pointsmoved from 4th to 7th
8, held 8th	Olaplex	5.3%	4.4K	+22.2%	-0.3 points
9, held 9th	Color Wow	4.3%	3.6K	+50%	+0.6 points
10, held 10th	Not Your Mother's	3.5%	2.9K	+20.8%	-0.3 points

1.CHI
21.7%
Held 1st. 18.1K estimated branded searches, +49.6% vs prior month. Share +2.9 points.
2.TRESemmé
17.7%
Moved from 3rd to 2nd. 14.8K estimated branded searches, +49.5% vs prior month. Share +2.3 points.
3.Kérastase
14.5%
Moved from 2nd to 3rd. 12.1K estimated branded searches, +22.2% vs prior month. Share -0.9 points.
4.ghd
11.9%
Moved from 5th to 4th. 9.9K estimated branded searches, +50% vs prior month. Share +1.6 points.
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.Moroccanoil
7.9%
Moved from 7th to 6th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.5 points.
7.Bed Head
5.3%
Moved from 4th to 7th. 4.4K estimated branded searches, -33.3% vs prior month. Share -5 points.
8.Olaplex
5.3%
Held 8th. 4.4K estimated branded searches, +22.2% vs prior month. Share -0.3 points.
9.Color Wow
4.3%
Held 9th. 3.6K estimated branded searches, +50% vs prior month. Share +0.6 points.
10.Not Your Mother's
3.5%
Held 10th. 2.9K estimated branded searches, +20.8% vs prior month. Share -0.3 points.

TRESemmé, Kérastase and 5 other brands sell other things too, so only their searches that name this product count here, like “tresemme heat protectant”.

Which brand is most popular in search among heat protectant brands worldwide?

10 brands

In October 2026, CHI was the most searched among heat protectant brands worldwide, with an estimated 18.1K branded searches, 21.7% of all searches for the ten tracked by the Brandwave Brand Demand Index. TRESemmé is in 2nd place, 4 percentage points behind at 17.7%.

Global heat protectant brands, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
CHI	21.4% → 21.7%	21.8%Mar 2026	14.6%Jul 2026	1st
TRESemmé	14.3% → 17.7%	21.8%Jul 2026	14%Dec 2025	3rd → 2nd
Kérastase	11.7% → 14.5%	17.8%Jul 2026	11.4%Dec 2025	4th → 3rd
ghd	14.3% → 11.9%	14.9%May 2026	10.3%Sep 2026	2nd → 4th
Living Proof	9.6% → 7.9%	10.6%Apr 2026	7.9%Oct 2026	6th → 5th
Moroccanoil	11.7% → 7.9%	11.7%Nov 2025	7.9%Oct 2026	5th → 6th
Bed Head	6.4% → 5.3%	10.3%Sep 2026	2.3%Jul 2026	7th
Olaplex	4.3% → 5.3%	6.9%Feb 2026	4.3%Nov 2025	8th
Color Wow	2.8% → 4.3%	5.2%Jul 2026	2.8%Mar 2026	10th → 9th
Not Your Mother's	3.4% → 3.5%	4.6%Aug 2026	3.3%Dec 2025	9th → 10th

Each finding as a sentence

Across the 12 months ending October 2026, TRESemmé’s share of searches among heat protectant brands worldwide increased from 14.3% to 17.7%.
Across the 12 months ending October 2026, Kérastase’s share of searches among heat protectant brands worldwide increased from 11.7% to 14.5%.
Across the 12 months ending October 2026, ghd’s share of searches among heat protectant brands worldwide decreased from 14.3% to 11.9%.
Across the 12 months ending October 2026, Living Proof’s share of searches among heat protectant brands worldwide decreased from 9.6% to 7.9%.
Across the 12 months ending October 2026, Moroccanoil’s share of searches among heat protectant brands worldwide decreased from 11.7% to 7.9%.
Across the 12 months ending October 2026, Bed Head’s share of searches among heat protectant brands worldwide decreased from 6.4% to 5.3%.
Across the 12 months ending October 2026, Olaplex’s share of searches among heat protectant brands worldwide increased from 4.3% to 5.3%.
Across the 12 months ending October 2026, Color Wow’s share of searches among heat protectant brands worldwide increased from 2.8% to 4.3%.
Across the 12 months ending October 2026, CHI’s share of searches among heat protectant brands worldwide peaked at 21.8% in March 2026 and was lowest at 14.6% in July 2026.
Across the 12 months ending October 2026, TRESemmé’s share of searches among heat protectant brands worldwide peaked at 21.8% in July 2026 and was lowest at 14% in December 2025.
Across the 12 months ending October 2026, Kérastase’s share of searches among heat protectant brands worldwide peaked at 17.8% in July 2026 and was lowest at 11.4% in December 2025.
Across the 12 months ending October 2026, ghd’s share of searches among heat protectant brands worldwide peaked at 14.9% in May 2026 and was lowest at 10.3% in September 2026.
Across the 12 months ending October 2026, Living Proof’s share of searches among heat protectant brands worldwide peaked at 10.6% in April 2026 and was lowest at 7.9% in October 2026.
Across the 12 months ending October 2026, Bed Head’s share of searches among heat protectant brands worldwide peaked at 10.3% in September 2026 and was lowest at 2.3% in July 2026.
Across the 12 months ending October 2026, Olaplex’s share of searches among heat protectant brands worldwide peaked at 6.9% in February 2026 and was lowest at 4.3% in November 2025.
Across the 12 months ending October 2026, Color Wow’s share of searches among heat protectant brands worldwide peaked at 5.2% in July 2026 and was lowest at 2.8% in March 2026.
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, TRESemmé rose from 3rd to 2nd among heat protectant brands worldwide.
Across the 12 months ending October 2026, Kérastase rose from 4th to 3rd among heat protectant brands worldwide.
Across the 12 months ending October 2026, ghd fell from 2nd to 4th among heat protectant brands worldwide.
Across the 12 months ending October 2026, Living Proof rose from 6th to 5th among heat protectant brands worldwide.
Across the 12 months ending October 2026, Moroccanoil fell from 5th to 6th among heat protectant brands worldwide.
Across the 12 months ending October 2026, Color Wow rose from 10th to 9th among heat protectant brands worldwide.
Across the 12 months ending October 2026, Not Your Mother's fell from 9th to 10th among heat protectant brands worldwide.
Across the 12 months ending October 2026, CHI held steady: its share of searches among heat protectant brands worldwide moved less than 0.5 percentage points.

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

8 changes

In October 2026, ghd overtook Bed Head to rank 4th among heat protectant brands worldwide, with 11.9% of the searches.
In October 2026, TRESemmé overtook Kérastase to rank 2nd among heat protectant brands worldwide, with 17.7% of the searches.
In October 2026, CHI gained share of searches among heat protectant brands worldwide, from 18.8% to 21.7%.
In October 2026, Color Wow gained share of searches among heat protectant brands worldwide, from 3.7% to 4.3%.
In October 2026, Bed Head lost share of searches among heat protectant brands worldwide, from 10.3% to 5.3%.
In October 2026, Kérastase lost share of searches among heat protectant brands worldwide, from 15.4% to 14.5%.
Moroccanoil’s share of searches among heat protectant brands worldwide has lost ground for 3 months in a row, from 9.7% to 7.9% in October 2026.
In October 2026, Living Proof rose from 6th to 5th among heat protectant brands worldwide.

How are branded searches counted for heat protectant brands?

10 search terms

Each brand's share of searches among heat protectant 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.