Keeps vs Olaplex:Which is more popular?
In September 2026, Olaplex had more branded searches than Keeps among shampoo and conditioner brands worldwide. Olaplex had about 550,000 branded searches, while Keeps had 260. Olaplex made up 15.9% of all shampoo and conditioner brand searches we track, and Keeps accounted for <0.01%. When we asked ChatGPT and Google AI Overviews about shampoo and conditioner brands, Olaplex appeared in four of the five answers and Keeps in none.
Who do people search for more?
Olaplex, about 2115 searches for every 1 for Keeps
Who does AI mention more?
Olaplex, mentioned in 4 of 5 answers, Keeps in 0
Who does AI recommend more?
Olaplex, the only one of the two named
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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. Keeps 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.
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 Keeps or Olaplex more popular in search?
This chart shows how often people search Google for Keeps 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 Olaplex, Keeps. 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 Keeps and Olaplex comparison changed over the last 12 months?
3 findings
- Olaplex was ahead of Keeps in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Keeps’ share of searches among shampoo and conditioner brands worldwide held steady at <0.01%, and its estimated monthly branded searches moved from 170 to 260.
- 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?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Keeps’ 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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