Brandwave

Ethique vs Wella Professionals:Which is more popular?

In September 2026, Ethique had more branded searches than Wella Professionals among professional haircare and styling brands in New Zealand. Ethique had about 1,000 branded searches, while Wella Professionals had 890. Ethique made up 2.1% of all professional haircare and styling brand searches we track, and Wella Professionals accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about professional haircare and styling brands, Wella Professionals appeared in three of the five answers and Ethique in none.

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

Who do people search for more?

Ethique, about 12% more searches than Wella Professionals

Ethique 1K searchesWella Professionals 890 searches

Who does AI mention more?

Wella Professionals, mentioned in 3 of 5 answers, Ethique in 0

Wella Professionals in 3 of 5Ethique in 0 of 5

Who does AI recommend more?

Wella Professionals, the only one of the two named

Wella Professionals first in 2Ethique never named

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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, Wella Professionals was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Ethique did not appear in any of the five answers.

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. +1 more
  11. Ethique–
  12. +1 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
  • Ethique0 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 Ethique or Wella Professionals more popular in search?

This chart shows how often people search Google for Ethique and Wella Professionals 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.

Ethique and Wella Professionals among professional haircare and styling brands in New Zealand, by month

Share of searches by month for Ethique, Wella Professionals. 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 Ethique and Wella Professionals 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, Ethique lost share of searches among professional haircare and styling brands in New Zealand, from 2.7% to 2.1%.

  2. Estimated monthly branded searches for Wella Professionals in New Zealand rose 17.1% over 12 measured months, from 760 to 890 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Ethique’s and Wella Professionals’ 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

1 branded search term

  • ethique

Wella Professionals

2 branded search terms

  • wella
  • wella professionals

How the Brand Demand Index is measured

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

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