Dove vs Ethique:Which is more popular?
In September 2026, Dove had more branded searches than Ethique among shampoo and conditioner brands in New Zealand. Dove had about 1,240 branded searches, while Ethique had 1,000. Dove made up 5.8% of all shampoo and conditioner brand searches we track, and Ethique accounted for 4.7%. When we asked ChatGPT and Google AI Overviews about shampoo and conditioner brands, Ethique appeared in two of the five answers and Dove in one. Ethique was mentioned before Dove in two out of three answers that named either.
Who do people search for more?
Dove, about 24% more searches than Ethique
Who does AI mention more?
Ethique, mentioned in 2 of 5 answers, Dove in 1
Who does AI recommend more?
Ethique, named ahead of Dove in 2 of 3 answers
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Top shampoo and conditioner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Ethique was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dove was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Ethique was listed before Dove in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Redken4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
L'Oréal Paris Elvive3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Ethique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dove1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Aesop0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aveeno0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about shampoo and conditioner brands
5 answers
Asked ChatGPT
“Which shampoo and conditioner brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best shampoo and conditioner brands in New Zealand?”
Asked ChatGPT
“What's the best shampoo and conditioner brand in New Zealand for everyday hair care?”
Searched Google, AI Overview
“best shampoo and conditioner”
Searched Google, AI Overview
“smoothing shampoo and conditioner”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Dove or Ethique more popular in search?
This chart shows how often people search Google for Dove and Ethique by name. Each line represents a brand's share of searches for all six shampoo and conditioner brands we track, month by month, from searches in New Zealand.
Share of searches by month for Dove, Ethique. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aesop | Aveeno | Redken | L'Oréal Paris Elvive | Dove | Ethique |
|---|---|---|---|---|---|---|
| Oct 2025 | 42.1% | 19% | 17.8% | 7.8% | 5.1% | 8.3% |
| Nov 2025 | 63.6% | 11.1% | 12.5% | 4.8% | 3.1% | 4.9% |
| Dec 2025 | 54.9% | 14.5% | 16.4% | 5.5% | 4.2% | 4.4% |
| Jan 2026 | 38.8% | 17.6% | 21.3% | 9% | 6% | 7.3% |
| Feb 2026 | 40.9% | 17% | 19.4% | 9.8% | 4.9% | 7.9% |
| Mar 2026 | 41% | 17.6% | 21.3% | 7.7% | 4% | 8.2% |
| Apr 2026 | 38.5% | 18.6% | 23.4% | 8.9% | 4.9% | 5.7% |
| May 2026 | 43.5% | 17.4% | 20.2% | 7.7% | 4.4% | 6.9% |
| Jun 2026 | 42.5% | 18.3% | 21.4% | 7.6% | 5.2% | 5.1% |
| Jul 2026 | 39.4% | 22.4% | 19.8% | 7.2% | 5.1% | 6.1% |
| Aug 2026 | 38.9% | 22.4% | 18.9% | 8.1% | 5.6% | 6% |
| Sep 2026 | 39.1% | 21.1% | 20.5% | 8.9% | 5.8% | 4.7% |
How has the Dove and Ethique comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Dove took it in June 2026, Ethique took it in July 2026, Dove took it in September 2026.
- Across the 12 months ending September 2026, Dove’s share of searches among shampoo and conditioner brands in New Zealand moved from 5.1% to 5.8%, and its estimated monthly branded searches moved from 980 to 1.2K.
- Across the 12 months ending September 2026, Ethique’s share of searches among shampoo and conditioner brands in New Zealand moved from 8.3% to 4.7%, and its estimated monthly branded searches moved from 1.6K to 1K.
How did search popularity change for New Zealand shampoo and conditioner brands in September 2026?
2 changes
In September 2026, Ethique lost share of searches among shampoo and conditioner brands in New Zealand, from 6% to 4.7%.
In September 2026, Dove rose from 6th to 5th among shampoo and conditioner brands in New Zealand.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Dove’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.
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