Living Proof vs Not Your Mother's:Which is more popular?
In October 2026, Living Proof had more branded searches than Not Your Mother's among heat protectant brands worldwide. Living Proof had about 6,600 branded searches, while Not Your Mother's had 2,900. Living Proof made up 7.9% of all heat protectant brand searches we track, and Not Your Mother's accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about heat protectant brands, neither Living Proof nor Not Your Mother's appeared in any of the five answers.
Who do people search for more?
Living Proof, about 2 searches for every 1 for Not Your Mother's
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top heat protectant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Living Proof nor Not Your Mother's showed up in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
ghd1st
TRESemmé2nd
Olaplex2nd
Color Wow4th
CHI5th
Moroccanoil6th
Kérastase–- Living Proof–
Bed Head–
Not Your Mother's–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- TRESemmé3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Moroccanoil3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ghd2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- CHI1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Olaplex1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Color Wow1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kérastase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Living Proof0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bed Head0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Not Your Mother's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about heat protectant brands
5 answers
Asked ChatGPT
“Which heat protectant should I use?”
Asked ChatGPT
“What are the best heat protectant sprays?”
Asked ChatGPT
“What's the best heat protectant for straightening hair?”
Searched Google, AI Overview
“heat protectant”
Searched Google, AI Overview
“best heat protectant”
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 25, 2026.
Is Living Proof or Not Your Mother's more popular in search?
This chart shows how often people search Google for Living Proof and Not Your Mother's by name. Each line represents a brand's share of searches for all ten heat protectant brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Living Proof, Not Your Mother's. The figures are in the table below the chart.
View monthly share of searches table
| Month | CHI | TRESemmé | Kérastase | ghd | Living Proof | Moroccanoil | Bed Head | Olaplex | Color Wow | Not Your Mother's |
|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 21.4% | 14.3% | 11.7% | 14.3% | 9.6% | 11.7% | 6.4% | 4.3% | 2.8% | 3.4% |
| Dec 2025 | 20.9% | 14% | 11.4% | 14% | 9.3% | 9.3% | 9.3% | 5.1% | 3.3% | 3.3% |
| Jan 2026 | 19.1% | 19.1% | 12.8% | 12.8% | 10.5% | 8.5% | 4.7% | 5.7% | 3.1% | 3.7% |
| Feb 2026 | 18.8% | 18.8% | 12.6% | 12.6% | 10.3% | 10.3% | 3% | 6.9% | 3% | 3.7% |
| Mar 2026 | 21.8% | 17.8% | 14.6% | 11.9% | 9.7% | 9.7% | 2.8% | 5.3% | 2.8% | 3.5% |
| Apr 2026 | 19.4% | 19.4% | 13% | 13% | 10.6% | 10.6% | 2.6% | 4.6% | 3% | 3.8% |
| May 2026 | 18.2% | 18.2% | 14.9% | 14.9% | 8.1% | 9.9% | 2.4% | 5.3% | 3.5% | 4.4% |
| Jun 2026 | 16.2% | 19.8% | 16.2% | 13.2% | 8.8% | 10.8% | 2.6% | 4.8% | 3.8% | 3.8% |
| Jul 2026 | 14.6% | 21.8% | 17.8% | 11.9% | 7.9% | 9.7% | 2.3% | 5.2% | 5.2% | 3.4% |
| Aug 2026 | 19.1% | 19.1% | 15.6% | 10.4% | 8.5% | 8.5% | 3.8% | 5.7% | 4.6% | 4.6% |
| Sep 2026 | 18.8% | 15.4% | 15.4% | 10.3% | 8.4% | 8.4% | 10.3% | 5.6% | 3.7% | 3.7% |
| Oct 2026 | 21.7% | 17.7% | 14.5% | 11.9% | 7.9% | 7.9% | 5.3% | 5.3% | 4.3% | 3.5% |
Not Your Mother's sells other things too, so only its searches that name this product count here, like “not your mothers heat protectant”.
How has branded search for Living Proof and Not Your Mother's changed worldwide over the last 12 months?
3 findings
- Living Proof was ahead of Not Your Mother's in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Living Proof’s share of searches among heat protectant brands worldwide moved from 9.6% to 7.9%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending October 2026, Not Your Mother's’ share of searches among heat protectant brands worldwide moved from 3.4% to 3.5%, and its estimated monthly branded searches held steady at 2.9K.
How did search popularity change for heat protectant brands worldwide in October 2026?
1 change
In October 2026, Living Proof rose from 6th to 5th among heat protectant brands worldwide.
How are Living Proof’s and Not Your Mother's’ branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Living Proof’s and Not Your Mother'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.
Living Proof
1 branded search term
- living proof heat protectant
Not Your Mother's
1 branded search term
- not your mothers heat protectant
Other head-to-heads among heat protectant brands
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