Brandwave

How popular isEthique in search?

In August 2026, there were an estimated 3.2K branded searches for Ethique in New Zealand which held steady over the last 11 months. Ethique holds 4.5% estimated Share of Search among New Zealand professional haircare and styling brands and is ranked 7th of 10 competitors for search popularity.

Share of Search, August 2026
  1. Kérastase30%
  2. ghd27.3%
  3. Redken10.5%
  4. Olaplex9.8%
  5. Pureology5.1%
  6. Moroccanoil5.1%
  7. Ethique4.5%
  8. K183.3%
  9. Kevin.Murphy3.2%
  10. Monday Haircare1.3%
Ethique website (opens in a new tab)

Follow Ethique and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which professional haircare and styling brands compete with Ethique?

Ethique against professional haircare and styling brands in New Zealand, by month

Share of Search by month for Kérastase, ghd, Redken, Olaplex, Pureology, Moroccanoil, Ethique, K18, Kevin.Murphy. The figures are in the table below the chart.

View monthly share of search table
MonthKérastaseghdRedkenOlaplexPureologyMoroccanoilEthiqueK18Kevin.MurphyMonday Haircare
Oct 202525.9%32.2%8.7%9.1%4.9%4.6%5.3%3.8%3.5%2%
Nov 202526.7%38%7.8%7.6%3.9%3.9%4.6%3.8%2.9%0.94%
Dec 202529.2%33.2%7.7%9.6%3.9%4.5%3.7%3.7%2.9%1.4%
Jan 202631.4%24%9.7%10.4%5.6%4.7%5.2%4.3%3.1%1.7%
Feb 202630.3%25.6%9.6%11%5.5%4.1%5.2%3.8%3.2%1.7%
Mar 202627.7%27.1%10.6%10.6%6%4.1%5.6%3.4%3%1.9%
Apr 202628.1%26.9%11.4%10.8%5.9%4.4%4.6%3.6%2.8%1.5%
May 202625.7%25.8%10.4%12.5%6.1%7.2%4.9%3.3%2.9%1.2%
Jun 202625.4%25.8%12.9%12.9%5.4%6.8%3.5%3.2%3%1.2%
Jul 202628.3%24.6%12%11%5.7%7.2%4.1%2.9%3%1.1%
Aug 202630%27.3%10.5%9.8%5.1%5.1%4.5%3.3%3.2%1.3%
Sep 2026——————————

  1. 1.Kérastase

    30%

    held 1st · 21.4K estimated branded searches · -2.8% vs prior month · +1.7 points

  2. 2.ghd

    27.3%

    held 2nd · 19.5K estimated branded searches · +1.6% vs prior month · +2.6 points

  3. 3.Redken

    10.5%

    held 3rd · 7.5K estimated branded searches · -19.9% vs prior month · -1.5 points

  4. 4.Olaplex

    9.8%

    held 4th · 7K estimated branded searches · -18.6% vs prior month · -1.2 points

  5. 5.Pureology

    5.1%

    moved from 6th to 5th · 3.6K estimated branded searches · -17.7% vs prior month · -0.6 points

  6. 6.Moroccanoil

    5.1%

    moved from 5th to 6th · 3.6K estimated branded searches · -35.7% vs prior month · -2.2 points

  7. 7.Ethique

    4.5%

    held 7th · 3.2K estimated branded searches · +0.31% vs prior month · +0.4 points

  8. 8.K18

    3.3%

    moved from 9th to 8th · 2.4K estimated branded searches · +2.6% vs prior month · +0.3 points

  9. 9.Kevin.Murphy

    3.2%

    moved from 8th to 9th · 2.3K estimated branded searches · -1.3% vs prior month · +0.2 points

  10. 10.Monday Haircare

    1.3%

    held 10th · 910 estimated branded searches · +9.6% vs prior month · +0.2 points

Compare search popularity between Ethique and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Ethique in New Zealand held steady, from 3.3K to 3.2K.
  • Across the 11 months ending August 2026, Ethique’s estimated Share of Search among professional haircare and styling brands in New Zealand decreased from 5.3% to 4.5%.
  • Across the 11 months ending August 2026, Ethique’s estimated Share of Search among professional haircare and styling brands in New Zealand peaked at 5.6% in March 2026 and was lowest at 3.5% in June 2026.
  • Across the 11 months ending August 2026, Ethique fell from 5th to 7th among professional haircare and styling brands in New Zealand.

How did search popularity change for New Zealand professional haircare and styling brands in August 2026?

  1. In August 2026, ghd gained estimated Share of Search among professional haircare and styling brands in New Zealand, from 24.6% to 27.3%.

  2. In August 2026, Kérastase gained estimated Share of Search among professional haircare and styling brands in New Zealand, from 28.3% to 30%.

  3. In August 2026, Moroccanoil lost estimated Share of Search among professional haircare and styling brands in New Zealand, from 7.2% to 5.1%.

  4. In August 2026, Redken lost estimated Share of Search among professional haircare and styling brands in New Zealand, from 12% to 10.5%.

  5. In August 2026, Olaplex lost estimated Share of Search among professional haircare and styling brands in New Zealand, from 11% to 9.8%.

  6. In August 2026, Pureology lost estimated Share of Search among professional haircare and styling brands in New Zealand, from 5.7% to 5.1%.

How is Ethique measured?

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

6 branded search terms

  • ethique
  • ethique bar shampoo
  • ethique conditioner
  • ethique nz
  • ethique shampoo
  • ethique shampoo bar

Do you work for Ethique? 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

Creator with pink hair and a pink jacket

Is Ethique your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start your marketing record