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 9.5% of all New Zealand shampoo bar brand searches, placing Ethique fourth out of four brands. When we asked both ChatGPT and Google AI Overviews about shampoo bar brands, Ethique appeared in all answers and was the most recommended of the four.

Search and AI answers in September 2026

Ethique is the fourth most searched of 4 competitors and the most recommended in AI answers.

  1. LushShare of searches 64.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. ecostoreShare of searches 16.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 2nd
  3. GarnierShare of searches 9.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. EthiqueShare of searches 9.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top shampoo bar brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ethique appeared in all five answers. Ethique is the most recommended of the four.

Most recommended by AI

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

  1. Ethique1st
  2. Lush2nd
  3. ecostore2nd
  4. Garnier–

Mentioned by AI

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

  • Ethique5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lush2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ecostore1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Garnier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about shampoo bar brands

5 answers

  • Asked ChatGPT

    “Which shampoo bar brand should I go to in New Zealand?”

    1. 1Ethique
    2. 2ecostore

  • Asked ChatGPT

    “What are the best shampoo bar brands in New Zealand?”

    1. 1Ethique
    2. 2Lush

  • Asked ChatGPT

    “What's the best shampoo bar brand in New Zealand for everyday hair care?”

    1. 1Ethique

  • Searched Google, AI Overview

    “best shampoo bar”

    1. 1Ethique
    2. 2Lush

  • Searched Google, AI Overview

    “solid shampoo bar”

    1. 1Ethique

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 shampoo bar brands compete with Ethique?

Ethique against shampoo bar brands in New Zealand, by month

Share of searches by month for Lush, ecostore, Garnier, Ethique. The figures are in the table below the chart.

View monthly share of searches table
MonthLushecostoreGarnierEthique
Oct 202572.8%12.1%5.7%9.4%
Nov 202577.6%10.9%4.6%7%
Dec 202586.1%6.8%3.3%3.8%
Jan 202669.4%15%6%9.7%
Feb 202665.3%16.3%6.9%11.5%
Mar 202663.8%15.6%7.1%13.5%
Apr 202666.2%16.3%7%10.5%
May 202664.3%16.4%7.1%12.2%
Jun 202670.1%14.5%7%8.5%
Jul 202667.8%13.7%8.7%9.9%
Aug 202666.9%14.9%8.5%9.7%
Sep 202664.4%16.1%9.9%9.5%

  1. 1.Lush

    64.4%

    Held 1st. 11K estimated branded searches, -17.8% vs prior month. Share -2.5 points.

  2. 2.ecostore

    16.1%

    Held 2nd. 2.7K estimated branded searches, -7.7% vs prior month. Share +1.2 points.

  3. 3.Garnier

    9.9%

    Moved from 4th to 3rd. 1.7K estimated branded searches, 0% vs prior month. Share +1.5 points.

  4. 4.Ethique

    9.5%

    Moved from 3rd to 4th. 1.6K estimated branded searches, -16.5% vs prior month. Share -0.2 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?

3 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 bar brands in New Zealand peaked at 13.5% in March 2026 and was lowest at 3.8% in December 2025.
  • Across the 12 months ending September 2026, Ethique fell from 3rd to 4th among shampoo bar brands in New Zealand.

How did search popularity change for New Zealand shampoo bar brands in September 2026?

4 changes

  1. In September 2026, Garnier overtook Ethique to rank 3rd among shampoo bar brands in New Zealand, with 9.9% of the searches.

  2. In September 2026, ecostore gained share of searches among shampoo bar brands in New Zealand, from 14.9% to 16.1%.

  3. In September 2026, Lush lost share of searches among shampoo bar brands in New Zealand, from 66.9% to 64.4%.

  4. Estimated monthly branded searches for Ethique in New Zealand fell 22.5% over 12 measured months, from 2.1K to 1.6K 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%Show ranking
Shampoo and haircare brands11th of 132.1%Show ranking
Shampoo and conditioner brands6th of 64.7%Show ranking
Shampoo bar brands4th of 49.5%Shown above
Conditioner bar brands3rd of 311.4%Show ranking
Creator with pink hair and a pink jacket

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