Kiehl's vs Manscaped:Which is more popular?
In September 2026, Kiehl's had more branded searches than Manscaped among men's grooming brands worldwide. Kiehl's had about 550,000 branded searches, while Manscaped had 368,000. Kiehl's made up 18.1% of all men's grooming brand searches we track, and Manscaped accounted for 12.1%. When we asked ChatGPT and Google AI Overviews about men's grooming brands, Kiehl's appeared in two of the four answers and Manscaped in none.
Who do people search for more?
Kiehl's, about 49% more searches than Manscaped
Who does AI mention more?
Kiehl's, mentioned in 2 of 4 answers, Manscaped in 0
Who does AI recommend more?
Kiehl's, the only one of the two named
Follow Kiehl's vs Manscaped and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top men's grooming brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Kiehl's was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Manscaped did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Jack Black1st- Kiehl's2nd
Aesop3rd
Marlowe4th
La Roche-Posay5th
Manscaped–
Nivea Men–
Bulldog–
Wahl–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Jack Black3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Aesop2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Kiehl's2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- La Roche-Posay2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Marlowe2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Manscaped0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Nivea Men0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Bulldog0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Wahl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about men's grooming brands
4 answers
Asked ChatGPT
“Which men's grooming brand should I buy?”
Asked ChatGPT
“What are the best men's grooming brands?”
Asked ChatGPT
“What's the best men's grooming brand for everyday shaving?”
Searched Google, AI Overview
“men's grooming brands”
Searched Google, AI Overview
“men's grooming products”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Kiehl's or Manscaped more popular in search?
This chart shows how often people search Google for Kiehl's and Manscaped by name. Each line represents a brand's share of searches for all nine men's grooming brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Kiehl's, Manscaped. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jack Black | Aesop | Kiehl's | Manscaped | Nivea Men | La Roche-Posay | Bulldog | Marlowe | Wahl |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.6% | 30% | 20.2% | 11% | 2.2% | 0.02% | 0.03% | 0.01% | <0.01% |
| Nov 2025 | 26.6% | 32.7% | 26.6% | 12% | 2% | 0.02% | 0.02% | <0.01% | <0.01% |
| Dec 2025 | 43% | 28.8% | 15.8% | 10.6% | 1.7% | 0.02% | 0.02% | <0.01% | <0.01% |
| Jan 2026 | 46.4% | 25.3% | 17.1% | 9.3% | 1.9% | 0.02% | 0.02% | <0.01% | <0.01% |
| Feb 2026 | 40.2% | 27.1% | 18.1% | 12.1% | 2.4% | 0.03% | 0.02% | 0.01% | <0.01% |
| Mar 2026 | 47.2% | 25.8% | 17.3% | 7.8% | 1.9% | 0.02% | 0.02% | <0.01% | <0.01% |
| Apr 2026 | 55.2% | 20.3% | 13.6% | 9.1% | 1.8% | 0.02% | 0.02% | <0.01% | <0.01% |
| May 2026 | 40.2% | 27.1% | 18.1% | 12.1% | 2.4% | 0.03% | 0.03% | 0.01% | <0.01% |
| Jun 2026 | 35.5% | 29.2% | 19.5% | 13.1% | 2.6% | 0.03% | 0.02% | 0.02% | <0.01% |
| Jul 2026 | 37.7% | 31.1% | 17% | 11.4% | 2.8% | 0.03% | 0.02% | 0.01% | <0.01% |
| Aug 2026 | 55.2% | 20.3% | 13.6% | 9.1% | 1.8% | 0.02% | 0.02% | <0.01% | <0.01% |
| Sep 2026 | 40.2% | 27.1% | 18.1% | 12.1% | 2.4% | 0.03% | 0.02% | <0.01% | <0.01% |
How has the Kiehl's and Manscaped comparison changed over the last 12 months?
3 findings
- Kiehl's was ahead of Manscaped in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kiehl's’ share of searches among men's grooming brands worldwide moved from 20.2% to 18.1%, and its estimated monthly branded searches moved from 673K to 550K.
- Across the 12 months ending September 2026, Manscaped’s share of searches among men's grooming brands worldwide moved from 11% to 12.1%, and its estimated monthly branded searches held steady at 368K.
How did search popularity change for men's grooming brands worldwide in September 2026?
2 changes
In September 2026, Kiehl's gained share of searches among men's grooming brands worldwide, from 13.6% to 18.1%.
In September 2026, Manscaped gained share of searches among men's grooming brands worldwide, from 9.1% to 12.1%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Kiehl's’ and Manscaped’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.
Other head-to-heads among men's grooming brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.