Brandwave

K18 vs SheaMoisture:Which is more popular?

In September 2026, SheaMoisture had more branded searches than K18 among hair mask brands worldwide. SheaMoisture had about 135,000 branded searches, while K18 had 40,500. SheaMoisture made up 4.2% of all hair mask brand searches we track, and K18 accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about hair mask brands, K18 appeared in four of the five answers and SheaMoisture in two. K18 was mentioned before SheaMoisture in every answer that named either.

Among hair mask brands worldwide in September 2026

Who do people search for more?

SheaMoisture, about 3 searches for every 1 for K18

SheaMoisture 135K searchesK18 40.5K searches

Who does AI mention more?

K18, mentioned in 4 of 5 answers, SheaMoisture in 2

K18 in 4 of 5SheaMoisture in 2 of 5

Who does AI recommend more?

K18, named ahead of SheaMoisture in 4 of 4 answers

K18 first in 4SheaMoisture never first

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Top hair mask brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, K18 was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. SheaMoisture was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. K18 was listed before SheaMoisture in every answer that named either.

Most recommended by AI

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

  1. K181st
  2. Moroccanoil2nd
  3. Kérastase3rd
  4. Redken4th
  5. Olaplex5th
  6. Amika6th
  7. SheaMoisture7th

Mentioned by AI

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

  • K184 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kérastase3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Olaplex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Moroccanoil3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redken3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SheaMoisture2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amika2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hair mask brands

5 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 SheaMoisture more popular in search?

This chart shows how often people search Google for K18 and SheaMoisture by name. Each line represents a brand's share of searches for all seven hair mask brands we track, month by month, from English-language searches worldwide.

K18 and SheaMoisture among hair mask brands worldwide, by month

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

View monthly share of searches table
MonthKérastaseOlaplexMoroccanoilRedkenSheaMoistureK18Amika
Oct 202547.9%21.5%14.4%9.6%5.3%0.86%0.58%
Nov 202553.3%19.6%13.1%8.7%3.9%0.79%0.64%
Dec 202548.3%21.7%14.5%9.7%4.4%0.87%0.59%
Jan 202651.8%19.1%12.7%10.4%4.7%0.77%0.51%
Feb 202651.2%18.8%12.6%10.3%5.6%0.93%0.62%
Mar 202651.8%19.1%12.7%10.4%4.7%0.77%0.51%
Apr 202649.1%22%12%9.9%5.4%1.1%0.48%
May 202646.4%20.8%17%9.3%5.1%0.84%0.56%
Jun 202651.8%19%12.7%10.4%4.7%0.94%0.51%
Jul 202656.6%17%11.4%9.3%4.2%1%0.46%
Aug 202655%16.5%13.5%9.1%4.1%1.2%0.54%
Sep 202656.4%17%11.3%9.3%4.2%1.2%0.56%

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

3 findings
  • SheaMoisture was ahead of K18 in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, K18’s share of searches among hair mask brands worldwide moved from 0.86% to 1.2%, and its estimated monthly branded searches moved from 27.1K to 40.5K.
  • Across the 12 months ending September 2026, SheaMoisture’s share of searches among hair mask brands worldwide moved from 5.3% to 4.2%, and its estimated monthly branded searches moved from 165K to 135K.

How did search popularity change for hair mask 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 SheaMoisture worldwide fell 18.2% over 12 measured months, from 165K to 135K in September 2026.

How are branded searches counted?

2 search terms

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

SheaMoisture

1 branded search term

  • sheamoisture

How the Brand Demand Index is measured

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