Brandwave

How popular isEthique?

In September 2026, people searched for Ethique by name about 1,620 times in New Zealand, a 22.5% decrease from the previous year. These searches made up 2.1% of all New Zealand professional haircare and styling brand searches, placing Ethique eighth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about professional haircare and styling brands, Ethique did not appear in any of the answers.

Search and AI answers in September 2026

Ethique is the eighth most searched of 12 competitors and not listed in any AI answer.

  1. ghdShare of searches 34.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. KérastaseShare of searches 25.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. OlaplexShare of searches 9.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. RedkenShare of searches 8.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. EthiqueShare of searches 2.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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Top professional haircare and styling brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ethique 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. Kérastase1st
  2. Redken2nd
  3. Wella Professionals3rd
  4. ghd4th
  5. De Lorenzo5th
  6. Olaplex6th
  7. Kevin.Murphy7th
  8. +2 more
  9. Moroccanoil–
  10. Ethique–
  11. Monday Haircare–

Mentioned by AI

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

  • Kérastase4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redken4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wella Professionals3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ghd2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Olaplex2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • De Lorenzo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pureology1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • K181 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kevin.Murphy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ethique0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about professional haircare and styling 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 19, 2026.

Which professional haircare and styling brands compete with Ethique?

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

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

View monthly share of searches table
MonthghdKérastaseOlaplexRedkenPureologyMoroccanoilK18EthiqueMonday HaircareWella ProfessionalsKevin.MurphyDe Lorenzo
Oct 202536.1%22.3%9.1%7.8%5.3%4.6%3.6%3.8%2.8%1.8%1.9%0.92%
Nov 202542.3%23.1%7.4%7.2%4.3%4.1%3.6%2.9%1.3%1.6%1.5%0.71%
Dec 202536.9%25.9%9.5%7.3%4.5%4.6%4%2%2%1.2%1.4%0.79%
Jan 202627.3%28.8%9.8%9%6.3%4.7%4.5%3.2%2.4%1.5%1.6%0.8%
Feb 202630%27.8%9.9%7.8%6.4%4.1%4.2%3.3%2.5%1.6%1.6%0.81%
Mar 202631.4%25.7%9.2%9.1%6.1%4.2%3.7%3.6%2.7%1.9%1.7%0.72%
Apr 202631.9%27.7%8.8%9%5.8%4.3%4%2.3%2.2%1.9%1.4%0.72%
May 202631.7%26.1%8.9%8.3%6.3%5.5%3.9%2.9%1.8%2%1.7%0.72%
Jun 202632.3%26.4%9.1%8.9%6.1%5.4%4.1%2.2%1.9%1.6%1.4%0.71%
Jul 202630.6%29.4%8%8.4%6.3%5.5%3.6%2.7%1.7%1.8%1.3%0.66%
Aug 202631.7%29.8%8.4%8.3%5.6%4.5%3.6%2.7%1.8%1.8%1.3%0.54%
Sep 202634.2%25.7%9.9%8.9%5.4%4.2%3.9%2.1%1.9%1.9%1.2%0.67%

  1. 1.ghd

    34.2%

    Held 1st. 16.3K estimated branded searches, +7.7% vs prior month. Share +2.5 points.

  2. 2.Kérastase

    25.7%

    Held 2nd. 12.3K estimated branded searches, -13.7% vs prior month. Share -4 points.

  3. 3.Olaplex

    9.9%

    Held 3rd. 4.7K estimated branded searches, +17.7% vs prior month. Share +1.5 points.

  4. 4.Redken

    8.9%

    Held 4th. 4.3K estimated branded searches, +7.6% vs prior month. Share +0.6 points.

  5. 5.Pureology

    5.4%

    Held 5th. 2.6K estimated branded searches, -3% vs prior month. Share -0.2 points.

  6. 6.Moroccanoil

    4.2%

    Held 6th. 2K estimated branded searches, -6% vs prior month. Share -0.3 points.

  7. 7.K18

    3.9%

    Held 7th. 1.9K estimated branded searches, +8.7% vs prior month. Share +0.3 points.

  8. 8.Ethique

    2.1%

    Held 8th. 1K estimated branded searches, -23.1% vs prior month. Share -0.6 points.

  9. 9.Monday Haircare

    1.9%

    Held 9th. 910 estimated branded searches, +4.6% vs prior month. Share +0.1 points.

  10. 10.Wella Professionals

    1.9%

    Held 10th. 890 estimated branded searches, +3.5% vs prior month. Share +0.1 points.

  11. 11.Kevin.Murphy

    1.2%

    Held 11th. 560 estimated branded searches, -9.7% vs prior month. Share -0.1 points.

  12. 12.De Lorenzo

    0.67%

    Held 12th. 320 estimated branded searches, +23.1% vs prior month. Share +0.1 points.

Compare popularity between Ethique and its closest rivals

Every comparison with Ethique

24 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Ethique in New Zealand fell from 2.1K to 1.6K.
  • Across the 12 months ending September 2026, Ethique’s share of searches among professional haircare and styling brands in New Zealand decreased from 3.8% to 2.1%.
  • Across the 12 months ending September 2026, Ethique’s share of searches among professional haircare and styling brands in New Zealand peaked at 3.8% in October 2025 and was lowest at 2% in December 2025.
  • Across the 12 months ending September 2026, Ethique fell from 7th to 8th among professional haircare and styling brands in New Zealand.

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

6 changes

  1. In September 2026, ghd gained share of searches among professional haircare and styling brands in New Zealand, from 31.7% to 34.2%.

  2. In September 2026, Olaplex gained share of searches among professional haircare and styling brands in New Zealand, from 8.4% to 9.9%.

  3. In September 2026, Redken gained share of searches among professional haircare and styling brands in New Zealand, from 8.3% to 8.9%.

  4. In September 2026, Kérastase lost share of searches among professional haircare and styling brands in New Zealand, from 29.8% to 25.7%.

  5. In September 2026, Ethique lost share of searches among professional haircare and styling brands in New Zealand, from 2.7% to 2.1%.

  6. Estimated monthly branded searches for K18 in New Zealand rose 22.1% over 12 measured months, from 1.5K to 1.9K in September 2026.

How are Ethique’s branded searches counted?

4 search terms

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.

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

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

Where does Ethique compete?

Ethique 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
Professional haircare and styling brands8th of 122.1%Shown above
Shampoo and haircare brands11th of 132.1%Show ranking
Shampoo and conditioner brands6th of 64.7%Show ranking
Shampoo bar brands4th of 49.5%Show ranking
Conditioner bar brands3rd of 311.4%Show ranking
Creator with pink hair and a pink jacket

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