--- title: "DND vs Essie: Which is searched more?" description: "Is DND or Essie more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Gel polish brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/dnd-gel-vs-essie" publisher: "Brandwave" --- # DND vs Essie: Which is searched more? Is DND or Essie more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Gel polish brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: DND and Essie - **Competitive set**: Gel polish brands - **Market**: Global - **Month measured**: Sep 2026 - **DND Share of Search**: 18.8% - **Essie Share of Search**: 10.5% ## Is DND or Essie more popular in search? - In September 2026, DND had more branded searches than Essie among gel polish brands worldwide. DND had about 132,000 branded searches, while Essie had 74,000. DND made up 18.8% of all gel polish brand searches we track, and Essie accounted for 10.5%. - DND was ahead of Essie in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, DND’s share of searches among gel polish brands worldwide moved from 15.2% to 18.8%, and its estimated monthly branded searches moved from 113K to 132K. - Across the 12 months ending September 2026, Essie’s share of searches among gel polish brands worldwide moved from 10% to 10.5%, and its estimated monthly branded searches held steady at 74K. ## Top gel polish brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, DND was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Essie was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. DND was listed before Essie in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | OPI | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Gelish | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | DND | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Kiara Sky | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Olive & June | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Sally Hansen | 6th | 0 of 3 | 2 of 2 | 2 of 5 | | CND | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Madam Glam | 8th | 1 of 3 | 2 of 2 | 3 of 5 | | Essie | 9th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about gel polish brands - Asked ChatGPT "Which gel polish brand should I buy?": 1. OPI, 2. DND, 3. Gelish, 4. CND - Asked ChatGPT "What are the best gel polish brands?": 1. OPI, 2. CND, 3. Gelish, 4. DND, 5. Kiara Sky, 6. Essie - Asked ChatGPT "What's the best gel polish brand for a home manicure?": 1. Olive & June, 2. Gelish, 3. OPI, 4. Madam Glam - Searched Google, AI Overview "gel nail polish": 1. Sally Hansen, 2. Kiara Sky, 3. Madam Glam - Searched Google, AI Overview "gel polish brands": 1. OPI, 2. DND, 3. Kiara Sky, 4. Gelish, 5. Olive & June, 6. Madam Glam, 7. Sally Hansen Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for gel polish brands worldwide in September 2026? - In September 2026, Essie gained share of searches among gel polish brands worldwide, from 9.6% to 10.5%. - In September 2026, DND lost share of searches among gel polish brands worldwide, from 20.4% to 18.8%. ## Month by month | Month | DND estimated searches | DND Share of Search | DND rank | Essie estimated searches | Essie Share of Search | Essie rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 113K | 15.2% | 3 | 74K | 10% | 5 | | Nov 2025 | 132K | 16.2% | 4 | 74K | 9.1% | 5 | | Dec 2025 | 128K | 16.3% | 3 | 74K | 9.4% | 6 | | Jan 2026 | 128K | 16.5% | 3 | 74K | 9.5% | 5 | | Feb 2026 | 109K | 15.3% | 3 | 60.5K | 8.5% | 5 | | Mar 2026 | 109K | 14.4% | 3 | 74K | 9.8% | 5 | | Apr 2026 | 109K | 16.1% | 3 | 60.5K | 8.9% | 5 | | May 2026 | 109K | 14.2% | 3 | 74K | 9.7% | 5 | | Jun 2026 | 157K | 20.9% | 2 | 74K | 9.9% | 4 | | Jul 2026 | 153K | 19.1% | 3 | 110K | 13.7% | 4 | | Aug 2026 | 157K | 20.4% | 3 | 74K | 9.6% | 4 | | Sep 2026 | 132K | 18.8% | 3 | 74K | 10.5% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using DND’s and Essie’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. - **DND**: Measured on the search terms “dnd gel” and “dnd gel polish”, summed into one figure. - **Essie**: Measured on the search term “essie”. - [DND profile](/demand/global-en/brands/dnd-gel) - [Essie profile](/demand/global-en/brands/essie) - [All gel polish brands worldwide](/demand/global-en/categories/gel-polish-brands): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is DND or Essie more popular in search? In September 2026, DND had more branded searches than Essie among gel polish brands worldwide. DND had about 132,000 branded searches, while Essie had 74,000. DND made up 18.8% of all gel polish brand searches we track, and Essie accounted for 10.5%. ## Cite this page Brandwave. "DND vs Essie: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/dnd-gel-vs-essie This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/dnd-gel-vs-essie. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.