Brandwave

DevaCurl vs Not Your Mother's:Which is more popular?

In October 2026, Not Your Mother's had more branded searches than DevaCurl among curly hair product brands worldwide. Not Your Mother's had about 33,100 branded searches, while DevaCurl had 22,200. Not Your Mother's made up 9.2% of all curly hair product brand searches we track, and DevaCurl accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about curly hair product brands, Not Your Mother's appeared in two of the four answers and DevaCurl in none.

Among curly hair product brands worldwide in October 2026

Who do people search for more?

Not Your Mother's, about 49% more searches than DevaCurl

Not Your Mother's 33.1K searchesDevaCurl 22.2K searches

Who does AI mention more?

Not Your Mother's, mentioned in 2 of 4 answers, DevaCurl in 0

Not Your Mother's in 2 of 4DevaCurl in 0 of 4

Who does AI recommend more?

Not Your Mother's, the only one of the two named

Not Your Mother's first in 2DevaCurl never named

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Top curly hair product brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Not Your Mother's was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. DevaCurl did not appear in any of the four answers.

Most recommended by AI

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

  1. Ouidad1st
  2. Not Your Mother's2nd
  3. Curlsmith3rd
  4. Mielle4th
  5. Briogeo5th
  6. Cantu–
  7. Bounce Curl–
  8. PATTERN Beauty–
  9. DevaCurl–
  10. Kinky-Curly–
  11. +2 more

Mentioned by AI

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

  • 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

+2 more

See every answer about curly hair product brands

4 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 DevaCurl or Not Your Mother's more popular in search?

This chart shows how often people search Google for DevaCurl and Not Your Mother's 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.

DevaCurl and Not Your Mother's among curly hair product brands worldwide, by month

Share of searches by month for Not Your Mother's, DevaCurl. The figures are in the table below the chart.

View monthly share of searches table
MonthCantuBounce CurlCurlsmithOuidadNot Your Mother'sPATTERN BeautyDevaCurlKinky-CurlyUncle Funky's DaughterBriogeoJessicurlMielle
Nov 202524.4%16.4%16.4%11%6%11%7.3%2.2%1.8%1.8%1.2%0.42%
Dec 202526%17.5%17.5%9.6%6.4%7.8%7.8%2.3%1.6%1.9%1%0.45%
Jan 202628.7%15.8%15.8%10.6%7.1%7.1%7.1%2.6%1.7%2.1%1.1%0.5%
Feb 202629.5%16.2%16.2%10.9%6%7.3%7.3%2.2%1.4%1.4%1.2%0.51%
Mar 202626.4%17.8%14.5%11.9%6.5%7.9%7.9%2.4%1.6%1.6%1.1%0.46%
Apr 202628.8%15.8%15.8%10.6%7.1%7.1%7.1%2.6%1.7%1.7%1.2%0.5%
May 202634.5%12.7%15.5%10.4%6.9%5.7%6.9%2.5%1.7%1.7%1.1%0.49%
Jun 202630%13.5%16.5%11.1%7.4%6.1%7.4%2.7%1.8%1.8%1.2%0.52%
Jul 202628.5%12.8%15.7%10.5%7%10.5%7%2.6%1.7%1.7%1.4%0.49%
Aug 202628.7%12.9%15.8%10.6%8.6%8.6%7.1%2.6%1.7%1.4%1.4%0.63%
Sep 202631.1%14%14%11.4%7.7%7.7%6.3%2.8%1.9%1.5%1.2%0.54%
Oct 202630.5%13.7%13.7%11.2%9.2%7.5%6.2%2.7%1.8%1.5%1.2%0.53%

Not Your Mother's sells other things too, so only its searches that name this product count here, like “not your mothers curl”.

How has branded search for DevaCurl and Not Your Mother's changed worldwide over the last 12 months?

3 findings

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

2 changes

  1. In October 2026, Not Your Mother's gained share of searches among curly hair product brands worldwide, from 7.7% to 9.2%.

  2. Estimated monthly branded searches for DevaCurl worldwide fell 32.9% over 12 measured months, from 33.1K to 22.2K in October 2026.

How are DevaCurl’s and Not Your Mother's’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using DevaCurl’s and Not Your Mother'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.

DevaCurl

1 branded search term

  • devacurl

Not Your Mother's

1 branded search term

  • not your mothers curl

How the Brand Demand Index is measured

Other head-to-heads among curly hair product brands

Creator with pink hair and a pink jacket

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