Brandwave

ghd vs Pureology:Which is more popular?

In September 2026, ghd had more branded searches than Pureology among professional haircare and styling brands in New Zealand. ghd had about 16,300 branded searches, while Pureology had 2,580. ghd made up 34.2% of all professional haircare and styling brand searches we track, and Pureology accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about professional haircare and styling brands, ghd appeared in two of the five answers and Pureology in one. ghd was mentioned before Pureology in every answer that named either.

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

Who do people search for more?

ghd, about 6 searches for every 1 for Pureology

ghd 16.3K searchesPureology 2.6K searches

Who does AI mention more?

ghd, mentioned in 2 of 5 answers, Pureology in 1

ghd in 2 of 5Pureology in 1 of 5

Who does AI recommend more?

ghd, named ahead of Pureology in 2 of 2 answers

ghd first in 2Pureology never first

Follow ghd vs Pureology and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. Pureology was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. ghd was listed before Pureology in every answer that named either.

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 Pureology more popular in search?

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

Share of searches by month for ghd, Pureology. 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 Pureology 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. Estimated monthly branded searches for Pureology in New Zealand rose 15.2% over 12 measured months, from 2.2K to 2.6K in September 2026.

How are branded searches counted?

22 search terms

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

Pureology

8 branded search terms

  • pureology
  • pureology color fanatic
  • pureology conditioner
  • pureology cure shampoo
  • pureology hydrate conditioner
  • pureology hydrate shampoo
  • pureology shampoo
  • pureology shampoo conditioner

How the Brand Demand Index is measured

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

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free