Brandwave

How popular isK18?

In September 2026, people searched for K18 by name about 1,880 times in New Zealand, a 22.1% increase from the previous year. These searches made up 3.9% of all New Zealand professional haircare and styling brand searches, placing K18 seventh out of 12 brands. When we asked both ChatGPT and Google AI Overviews about professional haircare and styling brands, K18 appeared in one of the five answers and was the eighth most recommended of the 12.

Search and AI answers in September 2026

K18 is the seventh most searched of 12 competitors and the eighth most recommended in AI answers.

  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. K18Share of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th

+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, K18 was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. K18 is the eighth most recommended of the 12.

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. K188th
  9. Pureology9th
  10. Moroccanoil–
  11. +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

+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 K18?

K18 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 K18 and its closest rivals

Every comparison with K18

11 comparisons

How has branded search demand for K18 changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for K18 in New Zealand rose from 1.5K to 1.9K.
  • Across the 12 months ending September 2026, K18 rose from 8th to 7th 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 K18’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using K18’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.

  • k18 hair
  • k18 hair mask
  • k18 hair oil
  • k18 hair treatment
  • k18 hair treatments

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How the Brand Demand Index is measured

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