Brandwave

Essie vs NSI:Which is more popular?

In September 2026, Essie had more branded searches than NSI among nail polish brands in New Zealand. Essie had about 1,680 branded searches, while NSI had 10. Essie made up 16% of all nail polish brand searches we track, and NSI accounted for 0.1%. When we asked ChatGPT and Google AI Overviews about nail polish brands, Essie appeared in three of the four answers and NSI in none.

Among nail polish brands in New Zealand in September 2026

Who do people search for more?

Essie, about 168 searches for every 1 for NSI

Essie 1.7K searchesNSI 10 searches

Who does AI mention more?

Essie, mentioned in 3 of 4 answers, NSI in 0

Essie in 3 of 4NSI in 0 of 4

Who does AI recommend more?

Essie, the only one of the two named

Essie first in 3NSI never named

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Top nail polish brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Essie was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. NSI did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. OPI1st
  2. Sally Hansen2nd
  3. Essie3rd
  4. Essence4th
  5. Gelish–
  6. Kester Black–
  7. Hanami–
  8. NSI–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • OPI4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sally Hansen4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Essie3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Essence2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Gelish0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kester Black0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hanami0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • NSI0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about nail polish brands

4 answers

  • Asked ChatGPT

    “Which nail polish brand should I buy in New Zealand?”

    1. 1OPI
    2. 2Sally Hansen
    3. 3Essie
    4. 4Essence

  • Asked ChatGPT

    “What are the best nail polish brands in New Zealand?”

    1. 1OPI
    2. 2Essie
    3. 3Sally Hansen

  • Asked ChatGPT

    “What's the best nail polish brand in New Zealand for everyday wear?”

    1. 1Essie
    2. 2Sally Hansen
    3. 3OPI

  • Searched Google, AI Overview

    “best nail polish nz”

    1. 1OPI
    2. 2Sally Hansen
    3. 3Essence

  • Searched Google, AI Overview

    “gel nail polish nz”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Essie or NSI more popular in search?

This chart shows how often people search Google for Essie and NSI by name. Each line represents a brand's share of searches for all eight nail polish brands we track, month by month, from searches in New Zealand.

Essie and NSI among nail polish brands in New Zealand, by month

Share of searches by month for Essie, NSI. The figures are in the table below the chart.

View monthly share of searches table
MonthGelishOPIEssieEssenceSally HansenKester BlackHanamiNSI
Oct 202545.2%22.2%12.8%9.8%3.9%4.9%1.1%0.1%
Nov 202542.6%21.6%14.9%8.9%4.2%6.6%1.2%0.09%
Dec 202546.8%20.3%12.7%5.3%3.3%10.7%0.73%0.07%
Jan 202646.6%21%14%6.3%3.9%7.1%1%0.08%
Feb 202646.4%25.1%13.2%7.1%3.9%3.4%0.72%0.1%
Mar 202643.1%25.2%13.5%9%3.6%4.9%0.69%0.1%
Apr 202641.8%27.1%16.3%8.8%3.8%1.7%0.39%0.1%
May 202637.7%29.7%16.6%9.1%4.2%2%0.65%0.09%
Jun 202638.9%30%14.6%10.1%3.9%1.7%0.66%0.09%
Jul 202639%26.5%17.3%11.7%3.1%1.6%0.63%0.09%
Aug 202640.4%22.8%17.9%12.5%4%1.7%0.64%0.09%
Sep 202643%21%16%13%4.1%2.1%0.67%0.1%

How has the Essie and NSI comparison changed over the last 12 months?

3 findings
  • Essie was ahead of NSI in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Essie’s share of searches among nail polish brands in New Zealand moved from 12.8% to 16%, and its estimated monthly branded searches moved from 1.3K to 1.7K.
  • Across the 12 months ending September 2026, NSI’s share of searches among nail polish brands in New Zealand held steady at 0.1%, and its estimated monthly branded searches held steady at 10.

How did search popularity change for New Zealand nail polish brands in September 2026?

1 change

  1. In September 2026, Essie lost share of searches among nail polish brands in New Zealand, from 17.9% to 16%.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Essie’s and NSI’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.

Essie

8 branded search terms

  • essie
  • essie ballet slippers
  • essie bordeaux
  • essie gel couture
  • essie mademoiselle
  • essie nail gel
  • essie nail polish
  • essie nails

NSI

1 branded search term

  • nsi gel polish

How the Brand Demand Index is measured

Other head-to-heads among nail polish brands

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