Brandwave

ghd vs Kérastase:Which is more popular?

In September 2026, ghd had more branded searches than Kérastase among professional haircare and styling brands in New Zealand. ghd had about 16,300 branded searches, while Kérastase had 12,300. ghd made up 34.2% of all professional haircare and styling brand searches we track, and Kérastase accounted for 25.7%. When we asked ChatGPT and Google AI Overviews about professional haircare and styling brands, Kérastase appeared in four of the five answers and ghd in two. Kérastase was mentioned before ghd in every answer.

Among professional haircare and styling brands in New Zealand in September 2026

Who do people search for more?

ghd, about 33% more searches than Kérastase

ghd 16.3K searchesKérastase 12.3K searches

Who does AI mention more?

Kérastase, mentioned in 4 of 5 answers, ghd in 2

Kérastase in 4 of 5ghd in 2 of 5

Who does AI recommend more?

Kérastase, named ahead of ghd in every answer

Kérastase first in 4ghd never first

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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, Kérastase was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Kérastase was listed before ghd in every answer.

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.

Is ghd or Kérastase more popular in search?

This chart shows how often people search Google for ghd and Kérastase by name. Each line represents a brand's share of searches for all 12 professional haircare and styling brands we track, month by month, from searches in New Zealand.

ghd and Kérastase among professional haircare and styling brands in New Zealand, by month

Share of searches by month for ghd, Kérastase. 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%

How has the ghd and Kérastase comparison changed over the last 12 months?

3 findings

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

2 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, Kérastase lost share of searches among professional haircare and styling brands in New Zealand, from 29.8% to 25.7%.

How are branded searches counted?

26 search terms

Brandwave collects information about searches that people make online using ghd’s and Kérastase’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

ghd

14 branded search terms

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

Kérastase

12 branded search terms

  • kerastase
  • kerastase conditioner
  • kerastase elixir ultime
  • kerastase genesis serum
  • kerastase genesis shampoo
  • kerastase hair
  • kerastase hair mask
  • kerastase hair oil
  • kerastase hair serum
  • kerastase oil
  • kerastase serum
  • kerastase shampoo

How the Brand Demand Index is measured

Other head-to-heads among professional haircare and styling brands

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