Brandwave

Not Your Mother's vs Ouidad:Which is more popular?

In October 2026, Ouidad had more branded searches than Not Your Mother's among curly hair product brands worldwide. Ouidad had about 40,500 branded searches, while Not Your Mother's had 33,100. Ouidad made up 11.2% of all curly hair product brand searches we track, and Not Your Mother's accounted for 9.2%. When we asked ChatGPT and Google AI Overviews about curly hair product brands, Ouidad appeared in three of the four answers and Not Your Mother's in two. Ouidad was mentioned before Not Your Mother's in two out of three answers.

Among curly hair product brands worldwide in October 2026

Who do people search for more?

Ouidad, about 22% more searches than Not Your Mother's

Ouidad 40.5K searchesNot Your Mother's 33.1K searches

Who does AI mention more?

Ouidad, mentioned in 3 of 4 answers, Not Your Mother's in 2

Ouidad in 3 of 4Not Your Mother's in 2 of 4

Who does AI recommend more?

Ouidad, named ahead of Not Your Mother's in 2 of 3 answers

Ouidad first in 2Not Your Mother's first in 1

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Top curly hair product brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Ouidad was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Not Your Mother's was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Ouidad was listed before Not Your Mother's in two out of three answers.

Most recommended by AI

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

  1. Ouidad1st
  2. Not Your Mother's2nd
  3. Curlsmith3rd
  4. Mielle4th
  5. Briogeo5th
  6. Cantu–
  7. Bounce Curl–
  8. PATTERN Beauty–
  9. DevaCurl–
  10. Kinky-Curly–
  11. +2 more

Mentioned by AI

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

  • Curlsmith3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ouidad3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Not Your Mother's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Briogeo2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mielle2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kinky-Curly1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Cantu0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bounce Curl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • PATTERN Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DevaCurl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+2 more

See every answer about curly hair product 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 25, 2026.

Is Not Your Mother's or Ouidad more popular in search?

This chart shows how often people search Google for Not Your Mother's and Ouidad by name. Each line represents a brand's share of searches for all 12 curly hair product brands we track, month by month, from English-language searches worldwide.

Not Your Mother's and Ouidad among curly hair product brands worldwide, by month

Share of searches by month for Ouidad, Not Your Mother's. The figures are in the table below the chart.

View monthly share of searches table
MonthCantuBounce CurlCurlsmithOuidadNot Your Mother'sPATTERN BeautyDevaCurlKinky-CurlyUncle Funky's DaughterBriogeoJessicurlMielle
Nov 202524.4%16.4%16.4%11%6%11%7.3%2.2%1.8%1.8%1.2%0.42%
Dec 202526%17.5%17.5%9.6%6.4%7.8%7.8%2.3%1.6%1.9%1%0.45%
Jan 202628.7%15.8%15.8%10.6%7.1%7.1%7.1%2.6%1.7%2.1%1.1%0.5%
Feb 202629.5%16.2%16.2%10.9%6%7.3%7.3%2.2%1.4%1.4%1.2%0.51%
Mar 202626.4%17.8%14.5%11.9%6.5%7.9%7.9%2.4%1.6%1.6%1.1%0.46%
Apr 202628.8%15.8%15.8%10.6%7.1%7.1%7.1%2.6%1.7%1.7%1.2%0.5%
May 202634.5%12.7%15.5%10.4%6.9%5.7%6.9%2.5%1.7%1.7%1.1%0.49%
Jun 202630%13.5%16.5%11.1%7.4%6.1%7.4%2.7%1.8%1.8%1.2%0.52%
Jul 202628.5%12.8%15.7%10.5%7%10.5%7%2.6%1.7%1.7%1.4%0.49%
Aug 202628.7%12.9%15.8%10.6%8.6%8.6%7.1%2.6%1.7%1.4%1.4%0.63%
Sep 202631.1%14%14%11.4%7.7%7.7%6.3%2.8%1.9%1.5%1.2%0.54%
Oct 202630.5%13.7%13.7%11.2%9.2%7.5%6.2%2.7%1.8%1.5%1.2%0.53%

Not Your Mother's sells other things too, so only its searches that name this product count here, like “not your mothers curl”.

How has branded search for Not Your Mother's and Ouidad changed worldwide over the last 12 months?

3 findings

How did search popularity change for curly hair product brands worldwide in October 2026?

2 changes

  1. In October 2026, Not Your Mother's gained share of searches among curly hair product brands worldwide, from 7.7% to 9.2%.

  2. Estimated monthly branded searches for Ouidad worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in October 2026.

How are Not Your Mother's’ and Ouidad’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Not Your Mother's’ and Ouidad’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.

Not Your Mother's

1 branded search term

  • not your mothers curl

Ouidad

1 branded search term

  • ouidad

How the Brand Demand Index is measured

Other head-to-heads among curly hair product brands

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