Brandwave

How popular isghd?

In September 2026, people searched for ghd by name about 17,900 times in New Zealand, a 5.8% increase from the previous year. These searches made up 90.9% of all New Zealand curling wand brand searches, placing ghd first out of five brands. When we asked both ChatGPT and Google AI Overviews about curling wand brands, ghd appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

ghd is the most searched of 5 competitors and the most recommended in AI answers.

  1. ghdShare of searches 90.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. BaBylissShare of searches 6.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. GHDShare of searches 1.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. RemingtonShare of searches 1.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. MUK HairShare of searches 0.38%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top curling wand brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. ghd1st
  2. Remington2nd
  3. MUK Hair3rd
  4. BaByliss4th
  5. GHD–

Mentioned by AI

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

  • ghd5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Remington3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BaByliss2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MUK Hair2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GHD0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about curling wand brands

5 answers

  • Asked ChatGPT

    “Which curling wand brand should I buy in New Zealand?”

    1. 1ghd
    2. 2Remington
    3. 3MUK Hair
    4. 4BaByliss

  • Asked ChatGPT

    “What are the best curling wand brands in New Zealand?”

    1. 1ghd
    2. 2MUK Hair
    3. 3Remington

  • Asked ChatGPT

    “What's the best curling wand brand in New Zealand for curly hair?”

    1. 1ghd
    2. 2BaByliss

  • Searched Google, AI Overview

    “hair curler nz”

    1. 1Remington
    2. 2ghd

  • Searched Google, AI Overview

    “best curling wand”

    1. 1ghd

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 curling wand brands compete with ghd?

ghd against curling wand brands in New Zealand, by month

Share of searches by month for ghd, BaByliss. The figures are in the table below the chart.

View monthly share of searches table
MonthghdBaBylissGHDRemingtonMUK Hair
Oct 202589.4%7.2%1.8%0.97%0.63%
Nov 202592.6%4.7%1.5%0.82%0.27%
Dec 202590.5%6.4%1.9%1%0.19%
Jan 202688.6%8.6%1.7%0.87%0.32%
Feb 202689.3%7.9%1.6%1%0.3%
Mar 202690.3%7%1.3%1.1%0.32%
Apr 202690.8%7%1.3%0.7%0.13%
May 202690.2%7.1%1.6%0.88%0.19%
Jun 202689.4%8.2%1.3%1%0.18%
Jul 202690.3%6.7%1.6%1%0.42%
Aug 202689.6%7.4%1.5%1.2%0.29%
Sep 202690.9%6.1%1.4%1.2%0.38%

  1. 1.ghd

    90.9%

    Held 1st. 16.6K estimated branded searches, +7.5% vs prior month. Share +1.4 points.

  2. 2.BaByliss

    6.1%

    Held 2nd. 1.1K estimated branded searches, -12.6% vs prior month. Share -1.3 points.

  3. 3.GHD

    1.4%

    Held 3rd. 260 estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Remington

    1.2%

    Held 4th. 210 estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.MUK Hair

    0.38%

    Held 5th. 70 estimated branded searches, +40% vs prior month. Share +0.1 points.

Compare popularity between ghd and its closest rivals

Every comparison with ghd

24 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ghd in New Zealand rose from 16.9K to 17.9K.
  • Across the 12 months ending September 2026, ghd’s share of searches among curling wand brands in New Zealand increased from 89.4% to 90.9%.
  • Across the 12 months ending September 2026, ghd’s share of searches among curling wand brands in New Zealand peaked at 92.6% in November 2025 and was lowest at 88.6% in January 2026.

How did search popularity change for New Zealand curling wand brands in September 2026?

5 changes

  1. In September 2026, ghd gained share of searches among curling wand brands in New Zealand, from 89.6% to 90.9%.

  2. In September 2026, BaByliss lost share of searches among curling wand brands in New Zealand, from 7.4% to 6.1%.

  3. Estimated monthly branded searches for Remington in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.

  4. Estimated monthly branded searches for MUK Hair in New Zealand fell 36.4% over 12 measured months, from 110 to 70 in September 2026.

  5. Estimated monthly branded searches for GHD in New Zealand fell 18.8% over 12 measured months, from 320 to 260 in September 2026.

How are ghd’s branded searches counted?

19 search terms

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

  • ghd
  • ghd brush
  • ghd curler
  • ghd duet style
  • ghd hair
  • ghd hair brush
  • ghd hair brushes
  • ghd hair company
  • ghd hair curler
  • ghd hair dryer
  • ghd hair rise
  • ghd hair straightener
  • ghd hair styler
  • ghd hair wand
  • ghd hair waver
  • ghd platinum
  • ghd platinum plus
  • ghd straightener
  • ghd v styler

Do you work for ghd? 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 ghd compete?

ghd is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Hair styling tool brands2nd of 729.1%Show ranking
Professional haircare and styling brands1st of 1234.2%Show ranking
Hair brush brands7th of 81.2%Show ranking
Curling wand brands1st of 590.9%Shown above
Creator with pink hair and a pink jacket

Is ghd 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.

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