Brandwave

Herbal Essences vs Olaplex:Which is more popular?

In September 2026, Olaplex had more branded searches than Herbal Essences among conditioner brands worldwide. Olaplex had about 550,000 branded searches, while Herbal Essences had 301,000. Olaplex made up 24.9% of all conditioner brand searches we track, and Herbal Essences accounted for 13.6%. When we asked ChatGPT and Google AI Overviews about conditioner brands, Olaplex appeared in two of the five answers and Herbal Essences in none.

Among conditioner brands worldwide in September 2026

Who do people search for more?

Olaplex, about 83% more searches than Herbal Essences

Olaplex 550K searchesHerbal Essences 301K searches

Who does AI mention more?

Olaplex, mentioned in 2 of 5 answers, Herbal Essences in 0

Olaplex in 2 of 5Herbal Essences in 0 of 5

Who does AI recommend more?

Olaplex, the only one of the two named

Olaplex first in 2Herbal Essences never named

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Top conditioner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Olaplex was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Herbal Essences did not appear in any of the five answers.

Most recommended by AI

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

  1. Redken1st
  2. L'Oréal Paris2nd
  3. Olaplex3rd
  4. Garnier3rd
  5. OGX5th
  6. Aussie5th
  7. Herbal Essences–
  8. Pantene–

Mentioned by AI

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

  • Redken3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Olaplex2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OGX2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Garnier1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aussie1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Herbal Essences0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pantene0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about conditioner 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 20, 2026.

Is Herbal Essences or Olaplex more popular in search?

This chart shows how often people search Google for Herbal Essences and Olaplex by name. Each line represents a brand's share of searches for all eight conditioner brands we track, month by month, from English-language searches worldwide.

Herbal Essences and Olaplex among conditioner brands worldwide, by month

Share of searches by month for Olaplex, Herbal Essences. The figures are in the table below the chart.

View monthly share of searches table
MonthOlaplexGarnierHerbal EssencesL'Oréal ParisRedkenPanteneOGXAussie
Oct 202528.3%23.1%10.3%12.6%12.6%10.3%2.5%0.12%
Nov 202532.8%17.9%9.8%12%14.7%9.8%2.9%0.12%
Dec 202532.8%17.9%9.8%12%14.7%9.8%2.9%0.12%
Jan 202627.7%18.5%10.1%15.2%15.2%10.1%3%0.12%
Feb 202626%21.3%11.6%11.6%14.2%11.6%3.5%0.14%
Mar 202626.7%21.9%12%12%14.6%9.8%2.9%0.14%
Apr 202628.8%23.5%10.5%10.5%12.9%10.5%3.2%0.12%
May 202628.8%23.5%10.5%10.5%12.9%10.5%3.2%0.12%
Jun 202624.2%24.2%13.3%10.8%13.3%10.8%3.3%0.16%
Jul 202624.2%24.2%13.3%10.8%13.3%10.8%3.3%0.16%
Aug 202624.2%24.2%13.3%10.8%13.3%10.8%3.3%0.16%
Sep 202624.9%20.3%13.6%13.6%13.6%11.1%2.7%0.16%

How has the Herbal Essences and Olaplex comparison changed over the last 12 months?

3 findings
  • Olaplex was ahead of Herbal Essences in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Herbal Essences’ share of searches among conditioner brands worldwide moved from 10.3% to 13.6%, and its estimated monthly branded searches moved from 246K to 301K.
  • Across the 12 months ending September 2026, Olaplex’s share of searches among conditioner brands worldwide moved from 28.3% to 24.9%, and its estimated monthly branded searches moved from 673K to 550K.

How did search popularity change for conditioner brands worldwide in September 2026?

2 changes

  1. In September 2026, Olaplex overtook Garnier to become the leader among conditioner brands worldwide, with 24.9% of the searches.

  2. Estimated monthly branded searches for Herbal Essences worldwide rose 22.4% over 12 measured months, from 246K to 301K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Herbal Essences’ 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.

Herbal Essences

1 branded search term

  • herbal essences

Olaplex

1 branded search term

  • olaplex

How the Brand Demand Index is measured

Other head-to-heads among conditioner brands

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