Brandwave

How popular isAesop?

In September 2026, people searched for Aesop by name about 8,690 times in New Zealand, about the same as the previous year. These searches made up 39.1% of all New Zealand shampoo and conditioner brand searches, placing Aesop first out of six brands. When we asked both ChatGPT and Google AI Overviews about shampoo and conditioner brands, Aesop did not appear in any of the answers.

Search and AI answers in September 2026

Aesop is the most searched of 6 competitors and not listed in any AI answer.

  1. AesopShare of searches 39.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. AveenoShare of searches 21.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. RedkenShare of searches 20.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. L'Oréal Paris ElviveShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. DoveShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top shampoo and conditioner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aesop 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.

  1. L'Oréal Paris Elvive1st
  2. Redken2nd
  3. Ethique3rd
  4. Dove4th
  5. Aesop–
  6. Aveeno–

Mentioned by AI

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

  • Redken4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • L'Oréal Paris Elvive3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ethique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dove1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aesop0 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

See every answer about shampoo and conditioner brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which shampoo and conditioner brands compete with Aesop?

Aesop against shampoo and conditioner brands in New Zealand, by month

Share of searches by month for Aesop, Aveeno, Redken, L'Oréal Paris Elvive, Dove, Ethique. The figures are in the table below the chart.

View monthly share of searches table
MonthAesopAveenoRedkenL'Oréal Paris ElviveDoveEthique
Oct 202542.1%19%17.8%7.8%5.1%8.3%
Nov 202563.6%11.1%12.5%4.8%3.1%4.9%
Dec 202554.9%14.5%16.4%5.5%4.2%4.4%
Jan 202638.8%17.6%21.3%9%6%7.3%
Feb 202640.9%17%19.4%9.8%4.9%7.9%
Mar 202641%17.6%21.3%7.7%4%8.2%
Apr 202638.5%18.6%23.4%8.9%4.9%5.7%
May 202643.5%17.4%20.2%7.7%4.4%6.9%
Jun 202642.5%18.3%21.4%7.6%5.2%5.1%
Jul 202639.4%22.4%19.8%7.2%5.1%6.1%
Aug 202638.9%22.4%18.9%8.1%5.6%6%
Sep 202639.1%21.1%20.5%8.9%5.8%4.7%

  1. 1.Aesop

    39.1%

    Held 1st. 8.4K estimated branded searches, -1.2% vs prior month. Share +0.2 points.

  2. 2.Aveeno

    21.1%

    Held 2nd. 4.5K estimated branded searches, -7.6% vs prior month. Share -1.3 points.

  3. 3.Redken

    20.5%

    Held 3rd. 4.4K estimated branded searches, +6.5% vs prior month. Share +1.6 points.

  4. 4.L'Oréal Paris Elvive

    8.9%

    Held 4th. 1.9K estimated branded searches, +7.3% vs prior month. Share +0.7 points.

  5. 5.Dove

    5.8%

    Moved from 6th to 5th. 1.2K estimated branded searches, +0.81% vs prior month. Share +0.1 points.

  6. 6.Ethique

    4.7%

    Moved from 5th to 6th. 1K estimated branded searches, -23.1% vs prior month. Share -1.3 points.

Compare popularity between Aesop and its closest rivals

Every comparison with Aesop

22 comparisons

How has branded search demand for Aesop changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Aesop in New Zealand held steady, from 8.4K to 8.7K.
  • Across the 12 months ending September 2026, Aesop’s share of searches among shampoo and conditioner brands in New Zealand decreased from 42.1% to 39.1%.
  • Across the 12 months ending September 2026, Aesop’s share of searches among shampoo and conditioner brands in New Zealand peaked at 63.6% in November 2025 and was lowest at 38.5% in April 2026.

How did search popularity change for New Zealand shampoo and conditioner brands in September 2026?

5 changes

  1. In September 2026, Redken gained share of searches among shampoo and conditioner brands in New Zealand, from 18.9% to 20.5%.

  2. In September 2026, L'Oréal Paris Elvive gained share of searches among shampoo and conditioner brands in New Zealand, from 8.1% to 8.9%.

  3. In September 2026, Aveeno lost share of searches among shampoo and conditioner brands in New Zealand, from 22.4% to 21.1%.

  4. In September 2026, Ethique lost share of searches among shampoo and conditioner brands in New Zealand, from 6% to 4.7%.

  5. In September 2026, Dove rose from 6th to 5th among shampoo and conditioner brands in New Zealand.

How are Aesop’s branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Aesop’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • aesop
  • aesop animal
  • aesop aromatique
  • aesop body care
  • aesop body wash
  • aesop candle
  • aesop deo
  • aesop diffuser
  • aesop gift set
  • aesop hand wash
  • aesop handbalm
  • aesop high street
  • aesop hwyl
  • aesop incense
  • aesop lip balm
  • aesop marrakech
  • aesop parfum
  • aesop room spray
  • aesop sale
  • aesop skincare
  • aesop tacit

Do you work for Aesop? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Aesop compete?

Aesop is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Bath, body and cosmetics stores3rd of 77.1%Show ranking
Candle and home fragrance brands2nd of 923.9%Show ranking
Room spray brands1st of 630.5%Show ranking
Hand soap brands1st of 831.4%Show ranking
Shampoo and conditioner brands1st of 639.1%Shown above
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