Brandwave

How popular isOlaplex?

In September 2026, people searched for Olaplex by name about 4,720 times in New Zealand, a 21.6% increase from the previous year. These searches made up 10.1% of all New Zealand shampoo and haircare brand searches, placing Olaplex third out of 13 brands. When we asked both ChatGPT and Google AI Overviews about shampoo and haircare brands, Olaplex appeared in two of the five answers and was the ninth most recommended of the 13.

Search and AI answers in September 2026

Olaplex is the third most searched of 13 competitors and the ninth most recommended in AI answers.

  1. KérastaseShare of searches 26.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. GarnierShare of searches 13.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. OlaplexShare of searches 10.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
  4. RedkenShare of searches 9.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. PanteneShare of searches 9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th

+8 more

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Top shampoo and haircare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Olaplex was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Olaplex is the ninth most recommended of the 13.

Most recommended by AI

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

  1. Redken1st
  2. ecostore2nd
  3. Ethique3rd
  4. L'Oréal Paris Elvive4th
  5. Kérastase5th
  6. ELEVEN Australia6th
  7. Nak Hair7th
  8. Pantene8th
  9. Olaplex9th
  10. Head & Shoulders10th
  11. +3 more

Mentioned by AI

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

  • Redken5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • L'Oréal Paris Elvive3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kérastase2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Olaplex2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pantene2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ecostore2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ethique2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nak Hair2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ELEVEN Australia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OGX1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+3 more

See every answer about shampoo and haircare 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 21, 2026.

Which shampoo and haircare brands compete with Olaplex?

Olaplex against shampoo and haircare brands in New Zealand, by month

Share of searches by month for Kérastase, Garnier, Olaplex, Redken, Pantene, L'Oréal Paris Elvive, OGX, TRESemmé, ecostore, Head & Shoulders, Ethique. The figures are in the table below the chart.

View monthly share of searches table
MonthKérastaseGarnierOlaplexRedkenPanteneL'Oréal Paris ElviveOGXTRESemméecostoreHead & ShouldersEthiqueNak HairELEVEN Australia
Oct 202526.4%12.1%10.8%9.6%7.6%8.1%4.5%5.4%6.4%2.9%4.5%1.6%0.25%
Nov 202530.5%11.1%9.7%9.8%6.6%7.9%4.8%4.7%6.8%2.3%3.8%1.7%0.22%
Dec 202532%11.5%11.7%9.3%6.9%7%5.1%4.6%5.6%2%2.5%1.5%0.17%
Jan 202628%11.6%9.5%9.1%9.2%8.2%5.4%5.2%5.7%2.3%3.2%2.1%0.22%
Feb 202628.8%12.3%10.2%8.4%7.8%9.4%4.6%4.8%6%2.5%3.4%1.5%0.18%
Mar 202627.6%12.9%9.8%10.1%7.9%8.1%5.2%4.9%5.5%2.7%3.9%1.2%0.22%
Apr 202629.9%11.4%9.6%10%8.4%8.6%5.7%4.5%5.6%2.4%2.4%1.4%0.22%
May 202628.4%12.9%9.6%9.4%7.6%8.5%5.2%5.1%5.7%2.7%3.2%1.5%0.17%
Jun 202628.3%12.9%9.7%10%6.8%9.3%5.4%5.6%5.4%2.7%2.4%1.4%0.21%
Jul 202630.8%13%8.4%9.1%7.8%8.7%5.2%4.8%4.5%3%2.8%1.6%0.15%
Aug 202629.2%12.5%8.3%8.5%9%8.7%6.6%5.1%4.9%2.9%2.7%1.5%0.14%
Sep 202626.1%13.9%10.1%9.4%9%8.7%6.1%5%4.6%3.6%2.1%1.3%0.15%

  1. 1.Kérastase

    26.1%

    Held 1st. 12.3K estimated branded searches, -13.7% vs prior month. Share -3.1 points.

  2. 2.Garnier

    13.9%

    Held 2nd. 6.5K estimated branded searches, +7.4% vs prior month. Share +1.4 points.

  3. 3.Olaplex

    10.1%

    Moved from 6th to 3rd. 4.7K estimated branded searches, +17.7% vs prior month. Share +1.8 points.

  4. 4.Redken

    9.4%

    Moved from 5th to 4th. 4.4K estimated branded searches, +6.5% vs prior month. Share +0.9 points.

  5. 5.Pantene

    9%

    Moved from 3rd to 5th. 4.2K estimated branded searches, -3.4% vs prior month. Share 0 points.

  6. 6.L'Oréal Paris Elvive

    8.7%

    Moved from 4th to 6th. 4.1K estimated branded searches, -4% vs prior month. Share -0.1 points.

  7. 7.OGX

    6.1%

    Held 7th. 2.9K estimated branded searches, -10.8% vs prior month. Share -0.5 points.

  8. 8.TRESemmé

    5%

    Held 8th. 2.4K estimated branded searches, -4.5% vs prior month. Share -0.1 points.

  9. 9.ecostore

    4.6%

    Held 9th. 2.1K estimated branded searches, -9.7% vs prior month. Share -0.3 points.

  10. 10.Head & Shoulders

    3.6%

    Held 10th. 1.7K estimated branded searches, +23% vs prior month. Share +0.8 points.

  11. 11.Ethique

    2.1%

    Held 11th. 1K estimated branded searches, -23.1% vs prior month. Share -0.5 points.

  12. 12.Nak Hair

    1.3%

    Held 12th. 590 estimated branded searches, -18.1% vs prior month. Share -0.2 points.

  13. 13.ELEVEN Australia

    0.15%

    Held 13th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Olaplex and its closest rivals

Every comparison with Olaplex

20 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Olaplex in New Zealand rose from 3.9K to 4.7K.
  • Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo and haircare brands in New Zealand decreased from 10.8% to 10.1%.
  • Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo and haircare brands in New Zealand peaked at 11.7% in December 2025 and was lowest at 8.3% in August 2026.

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

6 changes

  1. In September 2026, Olaplex overtook Pantene and 2 others to rank 3rd among shampoo and haircare brands in New Zealand, with 10.1% of the searches.

  2. In September 2026, Redken overtook Pantene and L'Oréal Paris Elvive to rank 4th among shampoo and haircare brands in New Zealand, with 9.4% of the searches.

  3. In September 2026, Garnier gained share of searches among shampoo and haircare brands in New Zealand, from 12.5% to 13.9%.

  4. In September 2026, Head & Shoulders gained share of searches among shampoo and haircare brands in New Zealand, from 2.9% to 3.6%.

  5. In September 2026, Kérastase lost share of searches among shampoo and haircare brands in New Zealand, from 29.2% to 26.1%.

  6. In September 2026, Ethique lost share of searches among shampoo and haircare brands in New Zealand, from 2.7% to 2.1%.

How are Olaplex’s branded searches counted?

9 search terms

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

  • olaplex
  • olaplex bonding oil
  • olaplex conditioner
  • olaplex hair
  • olaplex hair oil
  • olaplex hair treatment
  • olaplex oil
  • olaplex shampoo
  • olaplex treatment

Do you work for Olaplex? 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 Olaplex compete?

Olaplex is ranked in two 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 brands3rd of 129.9%Show ranking
Shampoo and haircare brands3rd of 1310.1%Shown above
Creator with pink hair and a pink jacket

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