Brandwave

How popular isEssie?

In September 2026, people searched for Essie by name about 1,680 times in New Zealand, a 30.2% increase from the previous year. These searches made up 16% of all New Zealand nail polish brand searches, placing Essie third out of eight brands. When we asked both ChatGPT and Google AI Overviews about nail polish brands, Essie appeared in three of the four answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Essie is the third most searched of 8 competitors and the third most recommended in AI answers.

  1. GelishShare of searches 43%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. OPIShare of searches 21%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. EssieShare of searches 16%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. EssenceShare of searches 13%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. Sally HansenShare of searches 4.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd

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Top nail polish brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Essie was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Essie is the third most recommended of the eight.

Most recommended by AI

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

  1. OPI1st
  2. Sally Hansen2nd
  3. Essie3rd
  4. Essence4th
  5. Gelish–
  6. Kester Black–
  7. Hanami–
  8. NSI–

Mentioned by AI

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

  • OPI4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sally Hansen4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Essie3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Essence2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Gelish0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kester Black0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hanami0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • NSI0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about nail polish brands

4 answers

  • Asked ChatGPT

    “Which nail polish brand should I buy in New Zealand?”

    1. 1OPI
    2. 2Sally Hansen
    3. 3Essie
    4. 4Essence

  • Asked ChatGPT

    “What are the best nail polish brands in New Zealand?”

    1. 1OPI
    2. 2Essie
    3. 3Sally Hansen

  • Asked ChatGPT

    “What's the best nail polish brand in New Zealand for everyday wear?”

    1. 1Essie
    2. 2Sally Hansen
    3. 3OPI

  • Searched Google, AI Overview

    “best nail polish nz”

    1. 1OPI
    2. 2Sally Hansen
    3. 3Essence

  • Searched Google, AI Overview

    “gel nail polish nz”

    Google showed no AI Overview for this search.

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 nail polish brands compete with Essie?

Essie against nail polish brands in New Zealand, by month

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

View monthly share of searches table
MonthGelishOPIEssieEssenceSally HansenKester BlackHanamiNSI
Oct 202545.2%22.2%12.8%9.8%3.9%4.9%1.1%0.1%
Nov 202542.6%21.6%14.9%8.9%4.2%6.6%1.2%0.09%
Dec 202546.8%20.3%12.7%5.3%3.3%10.7%0.73%0.07%
Jan 202646.6%21%14%6.3%3.9%7.1%1%0.08%
Feb 202646.4%25.1%13.2%7.1%3.9%3.4%0.72%0.1%
Mar 202643.1%25.2%13.5%9%3.6%4.9%0.69%0.1%
Apr 202641.8%27.1%16.3%8.8%3.8%1.7%0.39%0.1%
May 202637.7%29.7%16.6%9.1%4.2%2%0.65%0.09%
Jun 202638.9%30%14.6%10.1%3.9%1.7%0.66%0.09%
Jul 202639%26.5%17.3%11.7%3.1%1.6%0.63%0.09%
Aug 202640.4%22.8%17.9%12.5%4%1.7%0.64%0.09%
Sep 202643%21%16%13%4.1%2.1%0.67%0.1%

  1. 1.Gelish

    43%

    Held 1st. 4.5K estimated branded searches, +2.5% vs prior month. Share +2.6 points.

  2. 2.OPI

    21%

    Held 2nd. 2.2K estimated branded searches, -11.3% vs prior month. Share -1.8 points.

  3. 3.Essie

    16%

    Held 3rd. 1.7K estimated branded searches, -13.8% vs prior month. Share -1.9 points.

  4. 4.Essence

    13%

    Held 4th. 1.4K estimated branded searches, 0% vs prior month. Share +0.5 points.

  5. 5.Sally Hansen

    4.1%

    Held 5th. 430 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Kester Black

    2.1%

    Held 6th. 220 estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  7. 7.Hanami

    0.67%

    Held 7th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.NSI

    0.1%

    Held 8th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Essie and its closest rivals

Every comparison with Essie

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Essie in New Zealand rose from 1.3K to 1.7K.
  • Across the 12 months ending September 2026, Essie’s share of searches among nail polish brands in New Zealand increased from 12.8% to 16%.
  • Across the 12 months ending September 2026, Essie’s share of searches among nail polish brands in New Zealand peaked at 17.9% in August 2026 and was lowest at 12.7% in December 2025.

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

6 changes

  1. In September 2026, Gelish gained share of searches among nail polish brands in New Zealand, from 40.4% to 43%.

  2. In September 2026, Essie lost share of searches among nail polish brands in New Zealand, from 17.9% to 16%.

  3. In September 2026, OPI lost share of searches among nail polish brands in New Zealand, from 22.8% to 21%.

  4. Essence’s share of searches among nail polish brands in New Zealand has gained ground for 3 months in a row, from 10.1% to 13% in September 2026.

  5. Estimated monthly branded searches for Sally Hansen in New Zealand rose 10.3% over 12 measured months, from 390 to 430 in September 2026.

  6. Estimated monthly branded searches for Kester Black in New Zealand fell 55.1% over 12 measured months, from 490 to 220 in September 2026.

How are Essie’s branded searches counted?

8 search terms

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.

  • essie
  • essie ballet slippers
  • essie bordeaux
  • essie gel couture
  • essie mademoiselle
  • essie nail gel
  • essie nail polish
  • essie nails

Do you work for Essie? 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 Essie compete?

Essie is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Nail polish brands3rd of 816%Shown above
Gel polish brands4th of 79%Show ranking
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Is Essie your brand?

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