Brandwave

How popular isEssie in search?

In August 2026, there were an estimated 2.5K branded searches for Essie in New Zealand which is up 71.3% over the last 11 months. Essie holds 30.5% estimated Share of Search among New Zealand nail polish brands and is ranked 2nd of 4 competitors for search popularity.

Share of Search, August 2026
  1. OPI37.6%
  2. Essie30.5%
  3. Sally Hansen27.4%
  4. Kester Black4.5%
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Which nail polish brands compete with Essie?

Essie against nail polish brands in New Zealand, by month

Share of Search by month for OPI, Essie, Sally Hansen, Kester Black. The figures are in the table below the chart.

View monthly share of search table
MonthOPIEssieSally HansenKester Black
Oct 202538%21.5%24.5%16%
Nov 202536.2%21.9%23.7%18.2%
Dec 202530.2%20%20.3%29.5%
Jan 202634.2%22.8%24.5%18.5%
Feb 202642%24.7%23.3%10%
Mar 202641.3%23.8%21.7%13.2%
Apr 202644.8%28%21.4%5.8%
May 202644.5%26.3%23.5%5.8%
Jun 202646.6%25.2%23.9%4.3%
Jul 202642.5%30.1%23.3%4.1%
Aug 202637.6%30.5%27.4%4.5%
Sep 2026————

  1. 1.OPI

    37.6%

    held 1st · 3K estimated branded searches · -14.2% vs prior month · -4.9 points

  2. 2.Essie

    30.5%

    held 2nd · 2.5K estimated branded searches · -1.6% vs prior month · +0.4 points

  3. 3.Sally Hansen

    27.4%

    held 3rd · 2.2K estimated branded searches · +14% vs prior month · +4.1 points

  4. 4.Kester Black

    4.5%

    held 4th · 360 estimated branded searches · +5.9% vs prior month · +0.4 points

Compare search popularity between Essie and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Essie in New Zealand rose from 1.4K to 2.5K.
  • Across the 11 months ending August 2026, Essie’s estimated Share of Search among nail polish brands in New Zealand increased from 21.5% to 30.5%.
  • Across the 11 months ending August 2026, Essie’s estimated Share of Search among nail polish brands in New Zealand peaked at 30.5% in August 2026 and was lowest at 20% in December 2025.
  • Across the 11 months ending August 2026, Essie rose from 3rd to 2nd among nail polish brands in New Zealand.

How did search popularity change for New Zealand nail polish brands in August 2026?

  1. In August 2026, Sally Hansen gained estimated Share of Search among nail polish brands in New Zealand, from 23.3% to 27.4%.

  2. In August 2026, OPI lost estimated Share of Search among nail polish brands in New Zealand, from 42.5% to 37.6%.

  3. Estimated monthly branded searches for Essie in New Zealand rose 71.3% over 11 measured months, from 1.4K to 2.5K in August 2026.

  4. Estimated monthly branded searches for Kester Black in New Zealand fell 66% over 11 measured months, from 1.1K to 360 in August 2026.

How is Essie measured?

Brandwave collects information about searches that people make online using Essie’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.

16 branded search terms

  • ballet slippers nail polish essie
  • essie
  • essie ballet slippers
  • essie bordeaux
  • essie com
  • essie gel couture
  • essie gel couture nail polish
  • essie gel couture top coat
  • essie mademoiselle
  • essie nail gel
  • essie nail polish
  • essie nails
  • essie near me
  • essie nz
  • essie online
  • essie top coat

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How the Brand Demand Index is measured

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