Brandwave

De Lorenzo vs Redken:Which is more popular?

In September 2026, Redken had more branded searches than De Lorenzo among professional haircare and styling brands in New Zealand. Redken had about 4,260 branded searches, while De Lorenzo had 320. Redken made up 8.9% 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, Redken appeared in four of the five answers and De Lorenzo in two. Redken was mentioned before De Lorenzo in every answer.

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

Who do people search for more?

Redken, about 13 searches for every 1 for De Lorenzo

Redken 4.3K searchesDe Lorenzo 320 searches

Who does AI mention more?

Redken, mentioned in 4 of 5 answers, De Lorenzo in 2

Redken in 4 of 5De Lorenzo in 2 of 5

Who does AI recommend more?

Redken, named ahead of De Lorenzo in every answer

Redken first in 4De Lorenzo 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, Redken was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Redken was listed before De Lorenzo 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 De Lorenzo or Redken more popular in search?

This chart shows how often people search Google for De Lorenzo and Redken 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.

De Lorenzo and Redken among professional haircare and styling brands in New Zealand, by month

Share of searches by month for Redken, De Lorenzo. 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 De Lorenzo and Redken 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, Redken gained share of searches among professional haircare and styling brands in New Zealand, from 8.3% to 8.9%.

  2. 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?

8 search terms

Brandwave collects information about searches that people make online using De Lorenzo’s and Redken’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

Redken

6 branded search terms

  • redken
  • redken dismiss shampoo
  • redken extreme shampoo
  • redken hair
  • redken hair products
  • redken shampoo

How the Brand Demand Index is measured

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

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