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 4.7% of all New Zealand shampoo and conditioner brand searches, placing Ethique sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about shampoo and conditioner brands, Ethique appeared in two of the five answers and was the third most recommended of the six.
Ethique is the sixth most searched of 6 competitors and the third most recommended in AI answers.
AesopShare of searches 39.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
AveenoShare of searches 21.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
RedkenShare of searches 20.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
L'Oréal Paris ElviveShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
EthiqueShare of searches 4.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top shampoo and conditioner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Ethique was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Ethique is the third most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which shampoo and conditioner brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best shampoo and conditioner brands in New Zealand?”
Asked ChatGPT
“What's the best shampoo and conditioner brand in New Zealand for everyday hair care?”
Searched Google, AI Overview
“best shampoo and conditioner”
Searched Google, AI Overview
“smoothing shampoo and conditioner”
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 Ethique?
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
| Month | Aesop | Aveeno | Redken | L'Oréal Paris Elvive | Dove | Ethique |
|---|---|---|---|---|---|---|
| Oct 2025 | 42.1% | 19% | 17.8% | 7.8% | 5.1% | 8.3% |
| Nov 2025 | 63.6% | 11.1% | 12.5% | 4.8% | 3.1% | 4.9% |
| Dec 2025 | 54.9% | 14.5% | 16.4% | 5.5% | 4.2% | 4.4% |
| Jan 2026 | 38.8% | 17.6% | 21.3% | 9% | 6% | 7.3% |
| Feb 2026 | 40.9% | 17% | 19.4% | 9.8% | 4.9% | 7.9% |
| Mar 2026 | 41% | 17.6% | 21.3% | 7.7% | 4% | 8.2% |
| Apr 2026 | 38.5% | 18.6% | 23.4% | 8.9% | 4.9% | 5.7% |
| May 2026 | 43.5% | 17.4% | 20.2% | 7.7% | 4.4% | 6.9% |
| Jun 2026 | 42.5% | 18.3% | 21.4% | 7.6% | 5.2% | 5.1% |
| Jul 2026 | 39.4% | 22.4% | 19.8% | 7.2% | 5.1% | 6.1% |
| Aug 2026 | 38.9% | 22.4% | 18.9% | 8.1% | 5.6% | 6% |
| Sep 2026 | 39.1% | 21.1% | 20.5% | 8.9% | 5.8% | 4.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 39.1% | 8.4K | -1.2% | +0.2 points | |
| 2, held 2nd | 21.1% | 4.5K | -7.6% | -1.3 points | |
| 3, held 3rd | 20.5% | 4.4K | +6.5% | +1.6 points | |
| 4, held 4th | 8.9% | 1.9K | +7.3% | +0.7 points | |
| 5, moved from 6th to 5th | 5.8% | 1.2K | +0.81% | +0.1 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 4.7% | 1K | -23.1% | -1.3 pointsmoved from 5th to 6th |
1.
Aesop39.1%
Held 1st. 8.4K estimated branded searches, -1.2% vs prior month. Share +0.2 points.
2.
Aveeno21.1%
Held 2nd. 4.5K estimated branded searches, -7.6% vs prior month. Share -1.3 points.
3.
Redken20.5%
Held 3rd. 4.4K estimated branded searches, +6.5% vs prior month. Share +1.6 points.
8.9%
Held 4th. 1.9K estimated branded searches, +7.3% vs prior month. Share +0.7 points.
5.
Dove5.8%
Moved from 6th to 5th. 1.2K estimated branded searches, +0.81% vs prior month. Share +0.1 points.
6.
Ethique4.7%
Moved from 5th to 6th. 1K estimated branded searches, -23.1% vs prior month. Share -1.3 points.
Compare popularity between Ethique and its closest rivals
Every comparison with Ethique
24 comparisons
- Ethique vs Lush
- Aesop vs Ethique
- Aveeno vs Ethique
- Dove vs Ethique
- ecostore vs Ethique
- Ethique vs Garnier
- Ethique vs ghd
- Ethique vs Head & Shoulders
- Ethique vs K18
- Ethique vs Kérastase
- Ethique vs L'Oréal Paris Elvive
- Ethique vs Moroccanoil
- Ethique vs OGX
- Ethique vs Olaplex
- Ethique vs Pantene
- Ethique vs Pureology
- Ethique vs Redken
- Ethique vs TRESemmé
- Ethique vs Monday Haircare
- Ethique vs Wella Professionals
- Ethique vs Nak Hair
- Ethique vs Kevin.Murphy
- De Lorenzo vs Ethique
- ELEVEN Australia vs Ethique
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 shampoo and conditioner brands in New Zealand decreased from 8.3% to 4.7%.
- Across the 12 months ending September 2026, Ethique’s share of searches among shampoo and conditioner brands in New Zealand peaked at 8.3% in October 2025 and was lowest at 4.4% in December 2025.
- Across the 12 months ending September 2026, Ethique fell from 4th to 6th among shampoo and conditioner brands in New Zealand.
How did search popularity change for New Zealand shampoo and conditioner brands in September 2026?
5 changes
In September 2026, Redken gained share of searches among shampoo and conditioner brands in New Zealand, from 18.9% to 20.5%.
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%.
In September 2026, Aveeno lost share of searches among shampoo and conditioner brands in New Zealand, from 22.4% to 21.1%.
In September 2026, Ethique lost share of searches among shampoo and conditioner brands in New Zealand, from 6% to 4.7%.
In September 2026, Dove rose from 6th to 5th among shampoo and conditioner brands in New Zealand.
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.
Where does Ethique compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Professional haircare and styling brands | 8th of 12 | 2.1% | Show ranking |
| Shampoo and haircare brands | 11th of 13 | 2.1% | Show ranking |
| Shampoo and conditioner brands | 6th of 6 | 4.7% | Shown above |
| Shampoo bar brands | 4th of 4 | 9.5% | Show ranking |
| Conditioner bar brands | 3rd of 3 | 11.4% | Show ranking |
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.