Brandwave

Marlowe vs Wahl:Which is more popular?

In September 2026, Marlowe had more branded searches than Wahl among men's grooming brands worldwide. Marlowe had about 300 branded searches, while Wahl had 40. Marlowe made up <0.01% of all men's grooming brand searches we track, and Wahl accounted for <0.01%. When we asked ChatGPT and Google AI Overviews about men's grooming brands, Marlowe appeared in two of the four answers and Wahl in none.

Among men's grooming brands worldwide in September 2026

Who do people search for more?

Marlowe, about 8 searches for every 1 for Wahl

Marlowe 300 searchesWahl 40 searches

Who does AI mention more?

Marlowe, mentioned in 2 of 4 answers, Wahl in 0

Marlowe in 2 of 4Wahl in 0 of 4

Who does AI recommend more?

Marlowe, the only one of the two named

Marlowe first in 2Wahl never named

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Top men's grooming brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Marlowe was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Wahl 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.

  1. Jack Black1st
  2. Kiehl's2nd
  3. Aesop3rd
  4. Marlowe4th
  5. La Roche-Posay5th
  6. Manscaped–
  7. Nivea Men–
  8. Bulldog–
  9. 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

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 21, 2026.

Is Marlowe or Wahl more popular in search?

This chart shows how often people search Google for Marlowe and Wahl 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.

Marlowe and Wahl among men's grooming brands worldwide, by month

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

View monthly share of searches table
MonthJack BlackAesopKiehl'sManscapedNivea MenLa Roche-PosayBulldogMarloweWahl
Oct 202536.6%30%20.2%11%2.2%0.02%0.03%0.01%<0.01%
Nov 202526.6%32.7%26.6%12%2%0.02%0.02%<0.01%<0.01%
Dec 202543%28.8%15.8%10.6%1.7%0.02%0.02%<0.01%<0.01%
Jan 202646.4%25.3%17.1%9.3%1.9%0.02%0.02%<0.01%<0.01%
Feb 202640.2%27.1%18.1%12.1%2.4%0.03%0.02%0.01%<0.01%
Mar 202647.2%25.8%17.3%7.8%1.9%0.02%0.02%<0.01%<0.01%
Apr 202655.2%20.3%13.6%9.1%1.8%0.02%0.02%<0.01%<0.01%
May 202640.2%27.1%18.1%12.1%2.4%0.03%0.03%0.01%<0.01%
Jun 202635.5%29.2%19.5%13.1%2.6%0.03%0.02%0.02%<0.01%
Jul 202637.7%31.1%17%11.4%2.8%0.03%0.02%0.01%<0.01%
Aug 202655.2%20.3%13.6%9.1%1.8%0.02%0.02%<0.01%<0.01%
Sep 202640.2%27.1%18.1%12.1%2.4%0.03%0.02%<0.01%<0.01%

How has the Marlowe and Wahl comparison changed over the last 12 months?

3 findings
  • Marlowe was ahead of Wahl in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Marlowe’s share of searches among men's grooming brands worldwide moved from 0.01% to <0.01%, and its estimated monthly branded searches moved from 430 to 300.
  • Across the 12 months ending September 2026, Wahl’s share of searches among men's grooming brands worldwide held steady at <0.01%, and its estimated monthly branded searches moved from 20 to 40.

How did search popularity change for men's grooming brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Wahl worldwide rose 100% over 12 measured months, from 20 to 40 in September 2026.

  2. Estimated monthly branded searches for Marlowe worldwide fell 30.2% over 12 measured months, from 430 to 300 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Marlowe’s and Wahl’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.

Marlowe

2 branded search terms

  • marlowe body wash
  • marlowe skincare

Wahl

1 branded search term

  • wahl mens grooming

How the Brand Demand Index is measured

Other head-to-heads among men's grooming brands

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