---
title: "Ethique vs K18: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, Ethique or K18? Compare estimated monthly branded-search demand and Share of Search inside the Professional haircare and styling brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/compare/ethique-vs-k18-hair"
publisher: "Brandwave"
---

# Ethique vs K18: Which is more popular by branded search in New Zealand?

Which is more popular in search, Ethique or K18? Compare estimated monthly branded-search demand and Share of Search inside the Professional haircare and styling brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Compared**: Ethique and K18
- **Competitive set**: Professional haircare and styling brands
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **Ethique Share of Search**: 4.5%
- **K18 Share of Search**: 3.3%

## Which is more popular in search, Ethique or K18?

- In August 2026, Ethique had more branded searches than K18 among professional haircare and styling brands in New Zealand. Ethique was estimated to have 3.2K branded searches compared to K18’s 2.4K, and held a 4.5% Share of Search versus K18’s 3.3%.
- Ethique was ahead of K18 in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Ethique’s estimated Share of Search among professional haircare and styling brands in New Zealand moved from 5.3% to 4.5%, and its estimated monthly branded searches moved from 3.3K to 3.2K.
- Across the 11 months ending August 2026, K18’s estimated Share of Search among professional haircare and styling brands in New Zealand moved from 3.8% to 3.3%, and its estimated monthly branded searches moved from 2.3K to 2.4K.

## How did search popularity change for New Zealand professional haircare and styling brands in August 2026?

- In August 2026, K18 rose from 9th to 8th among professional haircare and styling brands in New Zealand.

## Month by month

| Month | Ethique estimated searches | Ethique Share of Search | Ethique rank | K18 estimated searches | K18 Share of Search | K18 rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 3.3K | 5.3% | 5 | 2.3K | 3.8% | 8 |
| Nov 2025 | 3.7K | 4.6% | 5 | 3K | 3.8% | 8 |
| Dec 2025 | 2.7K | 3.7% | 7 | 2.7K | 3.7% | 8 |
| Jan 2026 | 3.1K | 5.2% | 6 | 2.6K | 4.3% | 8 |
| Feb 2026 | 3.1K | 5.2% | 6 | 2.3K | 3.8% | 8 |
| Mar 2026 | 3.7K | 5.6% | 6 | 2.3K | 3.4% | 8 |
| Apr 2026 | 3.1K | 4.6% | 6 | 2.4K | 3.6% | 8 |
| May 2026 | 3.4K | 4.9% | 7 | 2.3K | 3.3% | 8 |
| Jun 2026 | 2.6K | 3.5% | 7 | 2.4K | 3.2% | 8 |
| Jul 2026 | 3.2K | 4.1% | 7 | 2.3K | 2.9% | 9 |
| Aug 2026 | 3.2K | 4.5% | 7 | 2.4K | 3.3% | 8 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using Ethique’s and K18’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.

- **Ethique**: Measured on the search terms “ethique”, “ethique bar shampoo”, “ethique conditioner”, “ethique nz”, “ethique shampoo” and “ethique shampoo bar”, summed into one figure.
- **K18**: Measured on the search terms “k18 hair”, “k18 hair mask”, “k18 hair nz”, “k18 hair oil”, “k18 hair treatment”, “k18 hair treatments”, “k18 leave in mask” and “k18 nz”, summed into one figure.

- [Ethique profile](/demand/nz/brands/ethique)
- [K18 profile](/demand/nz/brands/k18-hair)
- [All professional haircare and styling brands in New Zealand](/demand/nz/categories/nz-professional-haircare-brands): The set both shares are measured inside, 10 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Ethique or K18?

In August 2026, Ethique had more branded searches than K18 among professional haircare and styling brands in New Zealand. Ethique was estimated to have 3.2K branded searches compared to K18’s 2.4K, and held a 4.5% Share of Search versus K18’s 3.3%.

## Cite this page

Brandwave. "Ethique vs K18: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/ethique-vs-k18-hair

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/ethique-vs-k18-hair. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.