Brandwave

K18 vs Oribe:Which is more popular?

In September 2026, Oribe had more branded searches than K18 among professional haircare and styling brands worldwide. Oribe had about 90,500 branded searches, while K18 had 40,500. Oribe made up 2.3% of all professional haircare and styling brand searches we track, and K18 accounted for 1%. When we asked ChatGPT and Google AI Overviews about professional haircare and styling brands, Oribe appeared in three of the four answers and K18 in two. Oribe was mentioned before K18 in every answer that named either.

Among professional haircare and styling brands worldwide in September 2026

Who do people search for more?

Oribe, about 2 searches for every 1 for K18

Oribe 90.5K searchesK18 40.5K searches

Who does AI mention more?

Oribe, mentioned in 3 of 4 answers, K18 in 2

Oribe in 3 of 4K18 in 2 of 4

Who does AI recommend more?

Oribe, named ahead of K18 in 3 of 3 answers

Oribe first in 3K18 never first

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Top professional haircare and styling brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Oribe was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. K18 was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Oribe was listed before K18 in every answer that named either.

Most recommended by AI

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

  1. Kérastase1st
  2. Redken2nd
  3. Olaplex3rd
  4. Oribe4th
  5. Pureology5th
  6. K186th
  7. Moroccanoil7th
  8. Color Wow8th
  9. Kevin.Murphy9th
  10. ghd10th

Mentioned by AI

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

  • Kérastase4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Olaplex4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Redken4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Pureology4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Oribe3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Moroccanoil2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Color Wow2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • K182 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ghd1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kevin.Murphy1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about professional haircare and styling brands

4 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is K18 or Oribe more popular in search?

This chart shows how often people search Google for K18 and Oribe by name. Each line represents a brand's share of searches for all ten professional haircare and styling brands we track, month by month, from English-language searches worldwide.

K18 and Oribe among professional haircare and styling brands worldwide, by month

Share of searches by month for Oribe, K18. The figures are in the table below the chart.

View monthly share of searches table
MonthKérastaseOlaplexghdMoroccanoilRedkenKevin.MurphyColor WowOribePureologyK18
Oct 202538%17.1%13.9%11.4%7.6%4.2%2.8%2.8%1.5%0.69%
Nov 202540.2%14.8%17.9%9.9%6.6%3.6%2.4%2.4%1.6%0.59%
Dec 202538.4%17.3%14.1%11.6%7.7%3.5%2.8%2.3%1.6%0.7%
Jan 202643%15.8%10.6%10.6%8.6%3.9%2.6%2.6%1.7%0.64%
Feb 202642%15.4%12.6%10.3%8.4%3.8%2.5%2.5%1.7%0.76%
Mar 202643.3%15.9%10.7%10.7%8.7%3.9%2.1%2.6%1.4%0.64%
Apr 202641.1%18.4%10.1%10.1%8.2%4.5%2%3%1.7%0.91%
May 202639.2%17.6%9.6%14.4%7.9%3.5%1.9%3.5%1.6%0.71%
Jun 202643%15.8%10.5%10.5%8.6%3.9%2.6%2.6%1.7%0.78%
Jul 202645%13.5%11.1%9.1%7.4%3.3%2.2%6.1%1.5%0.81%
Aug 202646.7%14%9.4%11.5%7.7%3.4%2.3%2.3%1.5%1%
Sep 202646.5%14%11.4%9.4%7.6%3.4%2.8%2.3%1.5%1%

How has the K18 and Oribe comparison changed over the last 12 months?

3 findings

How did search popularity change for professional haircare and styling brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for K18 worldwide rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026.

  2. Estimated monthly branded searches for Oribe worldwide fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using K18’s and Oribe’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.

K18

1 branded search term

  • k18 hair

Oribe

1 branded search term

  • oribe

How the Brand Demand Index is measured

Other head-to-heads among professional haircare and styling brands

Creator with pink hair and a pink jacket

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