Dove vs Olaplex:Which is more popular?
In September 2026, Dove had more branded searches than Olaplex among shampoo and conditioner brands worldwide. Dove had about 1 million branded searches, while Olaplex had 550,000. Dove made up 28.9% of all shampoo and conditioner brand searches we track, and Olaplex accounted for 15.9%. When we asked ChatGPT and Google AI Overviews about shampoo and conditioner brands, Olaplex appeared in four of the five answers and Dove in three. Dove was mentioned before Olaplex in three out of four answers.
Who do people search for more?
Dove, about 82% more searches than Olaplex
Who does AI mention more?
Olaplex, mentioned in 4 of 5 answers, Dove in 3
Who does AI recommend more?
Dove, named ahead of Olaplex in 3 of 4 answers
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Top shampoo and conditioner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Olaplex was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Dove was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Dove was listed before Olaplex in three out of four answers.
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.
- Olaplex4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dove3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nizoral2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aesop0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hims0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aveeno0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aussie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
CHI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Keeps0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about shampoo and conditioner brands
5 answers
Asked ChatGPT
“Which shampoo and conditioner brand should I buy?”
Asked ChatGPT
“What are the best shampoo and conditioner brands?”
Asked ChatGPT
“What's the best shampoo and conditioner brand for everyday hair care?”
Searched Google, AI Overview
“best shampoo and conditioner”
Searched Google, AI Overview
“sulphate free shampoo”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Dove or Olaplex more popular in search?
This chart shows how often people search Google for Dove and Olaplex by name. Each line represents a brand's share of searches for all nine shampoo and conditioner brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Dove, Olaplex. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Aesop | Hims | Olaplex | Nizoral | Aveeno | Aussie | CHI | Keeps |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.5% | 26.5% | 14.6% | 17.8% | 8% | 6.4% | 0.08% | 0.08% | <0.01% |
| Nov 2025 | 19.3% | 35.2% | 12.9% | 19.3% | 7.1% | 6.1% | 0.07% | 0.08% | <0.01% |
| Dec 2025 | 18.8% | 34.2% | 15.3% | 18.8% | 6.9% | 6% | 0.07% | 0.07% | <0.01% |
| Jan 2026 | 21.6% | 26.3% | 17.7% | 17.7% | 9.7% | 6.9% | 0.08% | 0.08% | <0.01% |
| Feb 2026 | 24.3% | 24.3% | 19.9% | 16.2% | 8.9% | 6.3% | 0.09% | 0.07% | <0.01% |
| Mar 2026 | 25.2% | 25.2% | 16.9% | 16.9% | 9.3% | 6.3% | 0.09% | 0.07% | <0.01% |
| Apr 2026 | 22.7% | 22.7% | 18.6% | 18.6% | 10.1% | 7.2% | 0.08% | 0.08% | <0.01% |
| May 2026 | 27% | 22.2% | 18.2% | 18.2% | 8.1% | 6.1% | 0.08% | 0.06% | <0.01% |
| Jun 2026 | 24.2% | 24.2% | 19.8% | 16.2% | 8.8% | 6.6% | 0.11% | 0.07% | <0.01% |
| Jul 2026 | 24.2% | 24.2% | 19.8% | 16.2% | 8.8% | 6.6% | 0.11% | 0.07% | <0.01% |
| Aug 2026 | 28.9% | 23.8% | 15.9% | 15.9% | 8.7% | 6.5% | 0.1% | 0.07% | <0.01% |
| Sep 2026 | 28.9% | 23.8% | 15.9% | 15.9% | 8.7% | 6.5% | 0.1% | 0.07% | <0.01% |
How has the Dove and Olaplex comparison changed over the last 12 months?
3 findings
- Dove was ahead of Olaplex in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dove’s share of searches among shampoo and conditioner brands worldwide moved from 26.5% to 28.9%, and its estimated monthly branded searches held steady at 1M.
- Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo and conditioner brands worldwide moved from 17.8% to 15.9%, and its estimated monthly branded searches moved from 673K to 550K.
How did search popularity change for shampoo and conditioner brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Olaplex worldwide fell 18.3% over 12 measured months, from 673K to 550K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dove’s and Olaplex’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.
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