Ethique vs Pureology:Which is more popular by branded search in New Zealand?
In August 2026, Pureology had more branded searches than Ethique among professional haircare and styling brands in New Zealand. Pureology was estimated to have 3.6K branded searches compared to Ethique’s 3.2K, and held a 5.1% Share of Search versus Ethique’s 4.5%.
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Which is more popular in search, Ethique or Pureology?
Compare professional haircare and styling brands available in New Zealand using attributable brand and product searches made here. 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.
Share of Search by month for Pureology, Ethique. The figures are in the table below the chart.
View monthly share of search table
| Month | Kérastase | ghd | Redken | Olaplex | Pureology | Moroccanoil | Ethique | K18 | Kevin.Murphy | Monday Haircare |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.9% | 32.2% | 8.7% | 9.1% | 4.9% | 4.6% | 5.3% | 3.8% | 3.5% | 2% |
| Nov 2025 | 26.7% | 38% | 7.8% | 7.6% | 3.9% | 3.9% | 4.6% | 3.8% | 2.9% | 0.94% |
| Dec 2025 | 29.2% | 33.2% | 7.7% | 9.6% | 3.9% | 4.5% | 3.7% | 3.7% | 2.9% | 1.4% |
| Jan 2026 | 31.4% | 24% | 9.7% | 10.4% | 5.6% | 4.7% | 5.2% | 4.3% | 3.1% | 1.7% |
| Feb 2026 | 30.3% | 25.6% | 9.6% | 11% | 5.5% | 4.1% | 5.2% | 3.8% | 3.2% | 1.7% |
| Mar 2026 | 27.7% | 27.1% | 10.6% | 10.6% | 6% | 4.1% | 5.6% | 3.4% | 3% | 1.9% |
| Apr 2026 | 28.1% | 26.9% | 11.4% | 10.8% | 5.9% | 4.4% | 4.6% | 3.6% | 2.8% | 1.5% |
| May 2026 | 25.7% | 25.8% | 10.4% | 12.5% | 6.1% | 7.2% | 4.9% | 3.3% | 2.9% | 1.2% |
| Jun 2026 | 25.4% | 25.8% | 12.9% | 12.9% | 5.4% | 6.8% | 3.5% | 3.2% | 3% | 1.2% |
| Jul 2026 | 28.3% | 24.6% | 12% | 11% | 5.7% | 7.2% | 4.1% | 2.9% | 3% | 1.1% |
| Aug 2026 | 30% | 27.3% | 10.5% | 9.8% | 5.1% | 5.1% | 4.5% | 3.3% | 3.2% | 1.3% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — |
How has the Ethique and Pureology comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: Pureology took it in December 2025.
- 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, Pureology’s estimated Share of Search among professional haircare and styling brands in New Zealand moved from 4.9% to 5.1%, and its estimated monthly branded searches moved from 3K to 3.6K.
How did search popularity change for New Zealand professional haircare and styling brands in August 2026?
1 change
In August 2026, Pureology lost estimated Share of Search among professional haircare and styling brands in New Zealand, from 5.7% to 5.1%.
How each brand is measured
Brandwave collects information about searches that people make online using Ethique’s and Pureology’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
6 branded search terms
- ethique
- ethique bar shampoo
- ethique conditioner
- ethique nz
- ethique shampoo
- ethique shampoo bar
Pureology
17 branded search terms
- pureology
- pureology color fanatic
- pureology color fanatic multi tasking leave in spray
- pureology colour fanatic
- pureology conditioner
- pureology cure shampoo
- pureology hydrate conditioner
- pureology hydrate shampoo
- pureology hydrate shampoo & conditioner
- pureology hydrate shampoo and conditioner
- pureology leave in conditioner
- pureology leave in treatment
- pureology nanoworks gold shampoo
- pureology nz
- pureology shampoo
- pureology shampoo and conditioner
- pureology shampoo conditioner
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.