Brandwave

How popular isOPI?

In September 2026, people searched for OPI by name about 2,200 times in New Zealand, about the same as the previous year. These searches made up 21% of all New Zealand nail polish brand searches, placing OPI second out of eight brands. When we asked both ChatGPT and Google AI Overviews about nail polish brands, OPI appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

OPI is the second most searched of 8 competitors and the most recommended in AI answers.

  1. GelishShare of searches 43%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. OPIShare of searches 21%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. EssieShare of searches 16%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. EssenceShare of searches 13%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. Sally HansenShare of searches 4.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd

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Top nail polish brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, OPI appeared in all four answers. OPI is the most recommended of the eight.

Most recommended by AI

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

  1. OPI1st
  2. Sally Hansen2nd
  3. Essie3rd
  4. Essence4th
  5. Gelish–
  6. Kester Black–
  7. Hanami–
  8. NSI–

Mentioned by AI

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

  • OPI4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sally Hansen4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Essie3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Essence2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Gelish0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kester Black0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hanami0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • NSI0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about nail polish brands

4 answers

  • Asked ChatGPT

    “Which nail polish brand should I buy in New Zealand?”

    1. 1OPI
    2. 2Sally Hansen
    3. 3Essie
    4. 4Essence

  • Asked ChatGPT

    “What are the best nail polish brands in New Zealand?”

    1. 1OPI
    2. 2Essie
    3. 3Sally Hansen

  • Asked ChatGPT

    “What's the best nail polish brand in New Zealand for everyday wear?”

    1. 1Essie
    2. 2Sally Hansen
    3. 3OPI

  • Searched Google, AI Overview

    “best nail polish nz”

    1. 1OPI
    2. 2Sally Hansen
    3. 3Essence

  • Searched Google, AI Overview

    “gel nail polish nz”

    Google showed no AI Overview for this search.

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 nail polish brands compete with OPI?

OPI against nail polish brands in New Zealand, by month

Share of searches by month for Gelish, OPI, Essie, Essence, Sally Hansen, Kester Black. The figures are in the table below the chart.

View monthly share of searches table
MonthGelishOPIEssieEssenceSally HansenKester BlackHanamiNSI
Oct 202545.2%22.2%12.8%9.8%3.9%4.9%1.1%0.1%
Nov 202542.6%21.6%14.9%8.9%4.2%6.6%1.2%0.09%
Dec 202546.8%20.3%12.7%5.3%3.3%10.7%0.73%0.07%
Jan 202646.6%21%14%6.3%3.9%7.1%1%0.08%
Feb 202646.4%25.1%13.2%7.1%3.9%3.4%0.72%0.1%
Mar 202643.1%25.2%13.5%9%3.6%4.9%0.69%0.1%
Apr 202641.8%27.1%16.3%8.8%3.8%1.7%0.39%0.1%
May 202637.7%29.7%16.6%9.1%4.2%2%0.65%0.09%
Jun 202638.9%30%14.6%10.1%3.9%1.7%0.66%0.09%
Jul 202639%26.5%17.3%11.7%3.1%1.6%0.63%0.09%
Aug 202640.4%22.8%17.9%12.5%4%1.7%0.64%0.09%
Sep 202643%21%16%13%4.1%2.1%0.67%0.1%

  1. 1.Gelish

    43%

    Held 1st. 4.5K estimated branded searches, +2.5% vs prior month. Share +2.6 points.

  2. 2.OPI

    21%

    Held 2nd. 2.2K estimated branded searches, -11.3% vs prior month. Share -1.8 points.

  3. 3.Essie

    16%

    Held 3rd. 1.7K estimated branded searches, -13.8% vs prior month. Share -1.9 points.

  4. 4.Essence

    13%

    Held 4th. 1.4K estimated branded searches, 0% vs prior month. Share +0.5 points.

  5. 5.Sally Hansen

    4.1%

    Held 5th. 430 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Kester Black

    2.1%

    Held 6th. 220 estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  7. 7.Hanami

    0.67%

    Held 7th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.NSI

    0.1%

    Held 8th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between OPI and its closest rivals

Every comparison with OPI

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for OPI in New Zealand held steady at 2.2K.
  • Across the 12 months ending September 2026, OPI’s share of searches among nail polish brands in New Zealand decreased from 22.2% to 21%.
  • Across the 12 months ending September 2026, OPI’s share of searches among nail polish brands in New Zealand peaked at 30% in June 2026 and was lowest at 20.3% in December 2025.

How did search popularity change for New Zealand nail polish brands in September 2026?

6 changes

  1. In September 2026, Gelish gained share of searches among nail polish brands in New Zealand, from 40.4% to 43%.

  2. In September 2026, Essie lost share of searches among nail polish brands in New Zealand, from 17.9% to 16%.

  3. In September 2026, OPI lost share of searches among nail polish brands in New Zealand, from 22.8% to 21%.

  4. Essence’s share of searches among nail polish brands in New Zealand has gained ground for 3 months in a row, from 10.1% to 13% in September 2026.

  5. Estimated monthly branded searches for Sally Hansen in New Zealand rose 10.3% over 12 measured months, from 390 to 430 in September 2026.

  6. Estimated monthly branded searches for Kester Black in New Zealand fell 55.1% over 12 measured months, from 490 to 220 in September 2026.

How are OPI’s branded searches counted?

7 search terms

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

  • opi
  • opi nail envy
  • opi nail gel
  • opi nail lacquer
  • opi nail paint
  • opi nails
  • opi rapidry

Do you work for OPI? 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 OPI compete?

OPI 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
Nail polish brands2nd of 821%Shown above
Gel polish brands3rd of 720.7%Show ranking
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Is OPI your brand?

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