Brandwave

CHI vs Moroccanoil:Which is more popular?

In October 2026, CHI had more branded searches than Moroccanoil among heat protectant brands worldwide. CHI had about 18,100 branded searches, while Moroccanoil had 6,600. CHI made up 21.7% of all heat protectant brand searches we track, and Moroccanoil accounted for 7.9%. When we asked ChatGPT and Google AI Overviews about heat protectant brands, Moroccanoil appeared in three of the five answers and CHI in one. CHI and Moroccanoil were each mentioned first in one of the two answers that named either.

Among heat protectant brands worldwide in October 2026

Who do people search for more?

CHI, about 3 searches for every 1 for Moroccanoil

CHI 18.1K searchesMoroccanoil 6.6K searches

Who does AI mention more?

Moroccanoil, mentioned in 3 of 5 answers, CHI in 1

Moroccanoil in 3 of 5CHI in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

CHI first in 1Moroccanoil first in 1

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Top heat protectant brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Moroccanoil was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. CHI was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. CHI and Moroccanoil were each listed first in one of the two answers that named either.

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.

Is CHI or Moroccanoil more popular in search?

This chart shows how often people search Google for CHI and Moroccanoil 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.

CHI and Moroccanoil among heat protectant brands worldwide, by month

Share of searches by month for CHI, Moroccanoil. 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%

Moroccanoil sells other things too, so only its searches that name this product count here, like “moroccanoil heat protectant”.

How has branded search for CHI and Moroccanoil changed worldwide over the last 12 months?

3 findings
  • CHI was ahead of Moroccanoil in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, CHI’s share of searches among heat protectant brands worldwide moved from 21.4% to 21.7%, and its estimated monthly branded searches held steady at 18.1K.
  • Across the 12 months ending October 2026, Moroccanoil’s share of searches among heat protectant brands worldwide moved from 11.7% to 7.9%, and its estimated monthly branded searches moved from 9.9K to 6.6K.

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

2 changes

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

  2. 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.

How are CHI’s and Moroccanoil’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using CHI’s and Moroccanoil’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

CHI

1 branded search term

  • chi heat protectant

Moroccanoil

1 branded search term

  • moroccanoil heat protectant

How the Brand Demand Index is measured

Other head-to-heads among heat protectant brands

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