Brandwave

ghd vs Olaplex:Which is more popular?

In September 2026, ghd had more branded searches than Olaplex among professional haircare and styling brands in New Zealand. ghd had about 16,300 branded searches, while Olaplex had 4,720. ghd made up 34.2% of all professional haircare and styling brand searches we track, and Olaplex accounted for 9.9%. When we asked ChatGPT and Google AI Overviews about professional haircare and styling brands, ghd and Olaplex each appeared in two of the five answers. ghd and Olaplex were each mentioned first in two of the four answers.

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

Who do people search for more?

ghd, about 3 searches for every 1 for Olaplex

ghd 16.3K searchesOlaplex 4.7K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

ghd in 2 of 5Olaplex in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

ghd first in 2Olaplex first in 2

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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. Olaplex was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. ghd and Olaplex were each listed first in two of the four answers.

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 Olaplex more popular in search?

This chart shows how often people search Google for ghd and Olaplex 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 Olaplex among professional haircare and styling brands in New Zealand, by month

Share of searches by month for ghd, Olaplex. 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 Olaplex 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, Olaplex gained share of searches among professional haircare and styling brands in New Zealand, from 8.4% to 9.9%.

How are branded searches counted?

23 search terms

Brandwave collects information about searches that people make online using ghd’s and Olaplex’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

Olaplex

9 branded search terms

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

How the Brand Demand Index is measured

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

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