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 34.2% of all New Zealand professional haircare and styling brand searches, placing ghd first out of 12 brands. When we asked both ChatGPT and Google AI Overviews about professional haircare and styling brands, ghd appeared in two of the five answers and was the fourth most recommended of the 12.
ghd is the most searched of 12 competitors and the fourth most recommended in AI answers.
ghdShare of searches 34.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
KérastaseShare of searches 25.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
OlaplexShare of searches 9.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
RedkenShare of searches 8.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
PureologyShare of searches 5.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
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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, ghd was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. ghd is the fourth most recommended of the 12.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Kérastase1st
- Redken2nd
Wella Professionals3rd- ghd4th
- De Lorenzo5th
- Olaplex6th
Kevin.Murphy7th
K188th- Pureology9th
Moroccanoil–- +2 more
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
- Moroccanoil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about professional haircare and styling brands
5 answers
Asked ChatGPT
“Which professional haircare and styling brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best professional haircare and styling brands in New Zealand?”
Asked ChatGPT
“What's the best professional haircare and styling brand in New Zealand for damaged hair?”
Searched Google, AI Overview
“salon hair products”
Searched Google, AI Overview
“hair styling products”
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 ghd?
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
| Month | ghd | Kérastase | Olaplex | Redken | Pureology | Moroccanoil | K18 | Ethique | Monday Haircare | Wella Professionals | Kevin.Murphy | De Lorenzo |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.1% | 22.3% | 9.1% | 7.8% | 5.3% | 4.6% | 3.6% | 3.8% | 2.8% | 1.8% | 1.9% | 0.92% |
| Nov 2025 | 42.3% | 23.1% | 7.4% | 7.2% | 4.3% | 4.1% | 3.6% | 2.9% | 1.3% | 1.6% | 1.5% | 0.71% |
| Dec 2025 | 36.9% | 25.9% | 9.5% | 7.3% | 4.5% | 4.6% | 4% | 2% | 2% | 1.2% | 1.4% | 0.79% |
| Jan 2026 | 27.3% | 28.8% | 9.8% | 9% | 6.3% | 4.7% | 4.5% | 3.2% | 2.4% | 1.5% | 1.6% | 0.8% |
| Feb 2026 | 30% | 27.8% | 9.9% | 7.8% | 6.4% | 4.1% | 4.2% | 3.3% | 2.5% | 1.6% | 1.6% | 0.81% |
| Mar 2026 | 31.4% | 25.7% | 9.2% | 9.1% | 6.1% | 4.2% | 3.7% | 3.6% | 2.7% | 1.9% | 1.7% | 0.72% |
| Apr 2026 | 31.9% | 27.7% | 8.8% | 9% | 5.8% | 4.3% | 4% | 2.3% | 2.2% | 1.9% | 1.4% | 0.72% |
| May 2026 | 31.7% | 26.1% | 8.9% | 8.3% | 6.3% | 5.5% | 3.9% | 2.9% | 1.8% | 2% | 1.7% | 0.72% |
| Jun 2026 | 32.3% | 26.4% | 9.1% | 8.9% | 6.1% | 5.4% | 4.1% | 2.2% | 1.9% | 1.6% | 1.4% | 0.71% |
| Jul 2026 | 30.6% | 29.4% | 8% | 8.4% | 6.3% | 5.5% | 3.6% | 2.7% | 1.7% | 1.8% | 1.3% | 0.66% |
| Aug 2026 | 31.7% | 29.8% | 8.4% | 8.3% | 5.6% | 4.5% | 3.6% | 2.7% | 1.8% | 1.8% | 1.3% | 0.54% |
| Sep 2026 | 34.2% | 25.7% | 9.9% | 8.9% | 5.4% | 4.2% | 3.9% | 2.1% | 1.9% | 1.9% | 1.2% | 0.67% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34.2% | 16.3K | +7.7% | +2.5 points | |
| 2, held 2nd | 25.7% | 12.3K | -13.7% | -4 points | |
| 3, held 3rd | 9.9% | 4.7K | +17.7% | +1.5 points | |
| 4, held 4th | 8.9% | 4.3K | +7.6% | +0.6 points | |
| 5, held 5th | 5.4% | 2.6K | -3% | -0.2 points | |
| 6, held 6th | 4.2% | 2K | -6% | -0.3 points | |
| 7, held 7th | 3.9% | 1.9K | +8.7% | +0.3 points | |
| 8, held 8th | 2.1% | 1K | -23.1% | -0.6 points | |
| 9, held 9th | 1.9% | 910 | +4.6% | +0.1 points | |
| 10, held 10th | 1.9% | 890 | +3.5% | +0.1 points | |
| 11, held 11th | 1.2% | 560 | -9.7% | -0.1 points | |
| 12, held 12th | 0.67% | 320 | +23.1% | +0.1 points |
1.
ghd34.2%
Held 1st. 16.3K estimated branded searches, +7.7% vs prior month. Share +2.5 points.
25.7%
Held 2nd. 12.3K estimated branded searches, -13.7% vs prior month. Share -4 points.
3.
Olaplex9.9%
Held 3rd. 4.7K estimated branded searches, +17.7% vs prior month. Share +1.5 points.
4.
Redken8.9%
Held 4th. 4.3K estimated branded searches, +7.6% vs prior month. Share +0.6 points.
5.4%
Held 5th. 2.6K estimated branded searches, -3% vs prior month. Share -0.2 points.
4.2%
Held 6th. 2K estimated branded searches, -6% vs prior month. Share -0.3 points.
7.
K183.9%
Held 7th. 1.9K estimated branded searches, +8.7% vs prior month. Share +0.3 points.
8.
Ethique2.1%
Held 8th. 1K estimated branded searches, -23.1% vs prior month. Share -0.6 points.
1.9%
Held 9th. 910 estimated branded searches, +4.6% vs prior month. Share +0.1 points.
1.9%
Held 10th. 890 estimated branded searches, +3.5% vs prior month. Share +0.1 points.
11.
Kevin.Murphy1.2%
Held 11th. 560 estimated branded searches, -9.7% vs prior month. Share -0.1 points.
12.De Lorenzo
0.67%
Held 12th. 320 estimated branded searches, +23.1% vs prior month. Share +0.1 points.
Compare popularity between ghd and its closest rivals
Every comparison with ghd
24 comparisons
- Dyson vs ghd
- ghd vs Kérastase
- ghd vs Shark Beauty
- ghd vs Olaplex
- ghd vs Redken
- ghd vs Pureology
- ghd vs Moroccanoil
- ghd vs K18
- ghd vs Remington
- BaByliss vs ghd
- Ethique vs ghd
- ghd vs Monday Haircare
- ghd vs Wella Professionals
- ghd vs Kevin.Murphy
- ghd vs VS Sassoon
- Denman vs ghd
- ghd vs Mason Pearson
- ghd vs Revlon
- ghd vs Tangle Teezer
- ghd vs Wet Brush
- Cloud Nine vs ghd
- De Lorenzo vs ghd
- GHD vs ghd
- ghd vs MUK Hair
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 professional haircare and styling brands in New Zealand decreased from 36.1% to 34.2%.
- Across the 12 months ending September 2026, ghd’s share of searches among professional haircare and styling brands in New Zealand peaked at 42.3% in November 2025 and was lowest at 27.3% in January 2026.
How did search popularity change for New Zealand professional haircare and styling brands in September 2026?
6 changes
In September 2026, ghd gained share of searches among professional haircare and styling brands in New Zealand, from 31.7% to 34.2%.
In September 2026, Olaplex gained share of searches among professional haircare and styling brands in New Zealand, from 8.4% to 9.9%.
In September 2026, Redken gained share of searches among professional haircare and styling brands in New Zealand, from 8.3% to 8.9%.
In September 2026, Kérastase lost share of searches among professional haircare and styling brands in New Zealand, from 29.8% to 25.7%.
In September 2026, Ethique lost share of searches among professional haircare and styling brands in New Zealand, from 2.7% to 2.1%.
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 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.
Where does ghd compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Hair styling tool brands | 2nd of 7 | 29.1% | Show ranking |
| Professional haircare and styling brands | 1st of 12 | 34.2% | Shown above |
| Hair brush brands | 7th of 8 | 1.2% | Show ranking |
| Curling wand brands | 1st of 5 | 90.9% | Show ranking |
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.