De Lorenzo vs Ethique:Which is more popular?
In September 2026, Ethique had more branded searches than De Lorenzo among professional haircare and styling brands in New Zealand. Ethique had about 1,000 branded searches, while De Lorenzo had 320. Ethique made up 2.1% of all professional haircare and styling brand searches we track, and De Lorenzo accounted for 0.67%. When we asked ChatGPT and Google AI Overviews about professional haircare and styling brands, De Lorenzo appeared in two of the five answers and Ethique in none.
Who do people search for more?
Ethique, about 3 searches for every 1 for De Lorenzo
Who does AI mention more?
De Lorenzo, mentioned in 2 of 5 answers, Ethique in 0
Who does AI recommend more?
De Lorenzo, the only one of the two named
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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, De Lorenzo was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Ethique did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Kérastase1st
Redken2nd
Wella Professionals3rd
ghd4th- De Lorenzo5th
Olaplex6th
Kevin.Murphy7th
K188th
Pureology9th- +1 more
- Ethique–
- +1 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
- Ethique0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about professional haircare and styling brands
5 answers
Asked ChatGPT
“Which professional haircare and styling brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best professional haircare and styling brands in New Zealand?”
Asked ChatGPT
“What's the best professional haircare and styling brand in New Zealand for damaged hair?”
Searched Google, AI Overview
“salon hair products”
Searched Google, AI Overview
“hair styling products”
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 De Lorenzo or Ethique more popular in search?
This chart shows how often people search Google for De Lorenzo and Ethique 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.
Share of searches by month for Ethique, De Lorenzo. The figures are in the table below the chart.
View monthly share of searches table
| Month | ghd | Kérastase | Olaplex | Redken | Pureology | Moroccanoil | K18 | Ethique | Monday Haircare | Wella Professionals | Kevin.Murphy | De Lorenzo |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.1% | 22.3% | 9.1% | 7.8% | 5.3% | 4.6% | 3.6% | 3.8% | 2.8% | 1.8% | 1.9% | 0.92% |
| Nov 2025 | 42.3% | 23.1% | 7.4% | 7.2% | 4.3% | 4.1% | 3.6% | 2.9% | 1.3% | 1.6% | 1.5% | 0.71% |
| Dec 2025 | 36.9% | 25.9% | 9.5% | 7.3% | 4.5% | 4.6% | 4% | 2% | 2% | 1.2% | 1.4% | 0.79% |
| Jan 2026 | 27.3% | 28.8% | 9.8% | 9% | 6.3% | 4.7% | 4.5% | 3.2% | 2.4% | 1.5% | 1.6% | 0.8% |
| Feb 2026 | 30% | 27.8% | 9.9% | 7.8% | 6.4% | 4.1% | 4.2% | 3.3% | 2.5% | 1.6% | 1.6% | 0.81% |
| Mar 2026 | 31.4% | 25.7% | 9.2% | 9.1% | 6.1% | 4.2% | 3.7% | 3.6% | 2.7% | 1.9% | 1.7% | 0.72% |
| Apr 2026 | 31.9% | 27.7% | 8.8% | 9% | 5.8% | 4.3% | 4% | 2.3% | 2.2% | 1.9% | 1.4% | 0.72% |
| May 2026 | 31.7% | 26.1% | 8.9% | 8.3% | 6.3% | 5.5% | 3.9% | 2.9% | 1.8% | 2% | 1.7% | 0.72% |
| Jun 2026 | 32.3% | 26.4% | 9.1% | 8.9% | 6.1% | 5.4% | 4.1% | 2.2% | 1.9% | 1.6% | 1.4% | 0.71% |
| Jul 2026 | 30.6% | 29.4% | 8% | 8.4% | 6.3% | 5.5% | 3.6% | 2.7% | 1.7% | 1.8% | 1.3% | 0.66% |
| Aug 2026 | 31.7% | 29.8% | 8.4% | 8.3% | 5.6% | 4.5% | 3.6% | 2.7% | 1.8% | 1.8% | 1.3% | 0.54% |
| Sep 2026 | 34.2% | 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 De Lorenzo and Ethique comparison changed over the last 12 months?
3 findings
- Ethique was ahead of De Lorenzo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, De Lorenzo’s share of searches among professional haircare and styling brands in New Zealand moved from 0.92% to 0.67%, and its estimated monthly branded searches moved from 390 to 320.
- Across the 12 months ending September 2026, Ethique’s share of searches among professional haircare and styling brands in New Zealand moved from 3.8% to 2.1%, and its estimated monthly branded searches moved from 1.6K to 1K.
How did search popularity change for New Zealand professional haircare and styling brands in September 2026?
2 changes
In September 2026, Ethique lost share of searches among professional haircare and styling brands in New Zealand, from 2.7% to 2.1%.
Estimated monthly branded searches for De Lorenzo in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using De Lorenzo’s and Ethique’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.
De Lorenzo
2 branded search terms
- de lorenzo
- delorenzo
Ethique
1 branded search term
- ethique
Other head-to-heads among professional haircare and styling brands
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