Head & Shoulders vs Olaplex:Which is more popular?
In September 2026, Olaplex had more branded searches than Head & Shoulders among shampoo and haircare brands in New Zealand. Olaplex had about 4,720 branded searches, while Head & Shoulders had 1,710. Olaplex made up 10.1% of all shampoo and haircare brand searches we track, and Head & Shoulders accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about shampoo and haircare brands, Olaplex appeared in two of the five answers and Head & Shoulders in one. Olaplex was mentioned before Head & Shoulders in two out of three answers that named either.
Who do people search for more?
Olaplex, about 3 searches for every 1 for Head & Shoulders
Who does AI mention more?
Olaplex, mentioned in 2 of 5 answers, Head & Shoulders in 1
Who does AI recommend more?
Olaplex, named ahead of Head & Shoulders in 2 of 3 answers
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Top shampoo and haircare brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Olaplex was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Head & Shoulders was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Olaplex was listed before Head & Shoulders 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.
Redken1st
ecostore2nd
Ethique3rd
L'Oréal Paris Elvive4th
Kérastase5th- ELEVEN Australia6th
- Nak Hair7th
Pantene8th- Olaplex9th
Head & Shoulders10th- +3 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Redken5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- L'Oréal Paris Elvive3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kérastase2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Olaplex2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Pantene2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- ecostore2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Ethique2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nak Hair2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ELEVEN Australia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Head & Shoulders1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about shampoo and haircare brands
5 answers
Asked ChatGPT
“Which shampoo or haircare brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best shampoo and haircare brands in New Zealand?”
Asked ChatGPT
“What's the best shampoo or haircare brand in New Zealand for everyday hair care?”
Searched Google, AI Overview
“shampoo brands nz”
Searched Google, AI Overview
“shampoo for dry hair”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Head & Shoulders or Olaplex more popular in search?
This chart shows how often people search Google for Head & Shoulders and Olaplex by name. Each line represents a brand's share of searches for all 13 shampoo and haircare brands we track, month by month, from searches in New Zealand.
Share of searches by month for Olaplex, Head & Shoulders. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kérastase | Garnier | Olaplex | Redken | Pantene | L'Oréal Paris Elvive | OGX | TRESemmé | ecostore | Head & Shoulders | Ethique | Nak Hair | ELEVEN Australia |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.4% | 12.1% | 10.8% | 9.6% | 7.6% | 8.1% | 4.5% | 5.4% | 6.4% | 2.9% | 4.5% | 1.6% | 0.25% |
| Nov 2025 | 30.5% | 11.1% | 9.7% | 9.8% | 6.6% | 7.9% | 4.8% | 4.7% | 6.8% | 2.3% | 3.8% | 1.7% | 0.22% |
| Dec 2025 | 32% | 11.5% | 11.7% | 9.3% | 6.9% | 7% | 5.1% | 4.6% | 5.6% | 2% | 2.5% | 1.5% | 0.17% |
| Jan 2026 | 28% | 11.6% | 9.5% | 9.1% | 9.2% | 8.2% | 5.4% | 5.2% | 5.7% | 2.3% | 3.2% | 2.1% | 0.22% |
| Feb 2026 | 28.8% | 12.3% | 10.2% | 8.4% | 7.8% | 9.4% | 4.6% | 4.8% | 6% | 2.5% | 3.4% | 1.5% | 0.18% |
| Mar 2026 | 27.6% | 12.9% | 9.8% | 10.1% | 7.9% | 8.1% | 5.2% | 4.9% | 5.5% | 2.7% | 3.9% | 1.2% | 0.22% |
| Apr 2026 | 29.9% | 11.4% | 9.6% | 10% | 8.4% | 8.6% | 5.7% | 4.5% | 5.6% | 2.4% | 2.4% | 1.4% | 0.22% |
| May 2026 | 28.4% | 12.9% | 9.6% | 9.4% | 7.6% | 8.5% | 5.2% | 5.1% | 5.7% | 2.7% | 3.2% | 1.5% | 0.17% |
| Jun 2026 | 28.3% | 12.9% | 9.7% | 10% | 6.8% | 9.3% | 5.4% | 5.6% | 5.4% | 2.7% | 2.4% | 1.4% | 0.21% |
| Jul 2026 | 30.8% | 13% | 8.4% | 9.1% | 7.8% | 8.7% | 5.2% | 4.8% | 4.5% | 3% | 2.8% | 1.6% | 0.15% |
| Aug 2026 | 29.2% | 12.5% | 8.3% | 8.5% | 9% | 8.7% | 6.6% | 5.1% | 4.9% | 2.9% | 2.7% | 1.5% | 0.14% |
| Sep 2026 | 26.1% | 13.9% | 10.1% | 9.4% | 9% | 8.7% | 6.1% | 5% | 4.6% | 3.6% | 2.1% | 1.3% | 0.15% |
How has the Head & Shoulders and Olaplex comparison changed over the last 12 months?
3 findings
- Olaplex was ahead of Head & Shoulders in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Head & Shoulders’ share of searches among shampoo and haircare brands in New Zealand moved from 2.9% to 3.6%, and its estimated monthly branded searches moved from 1.1K to 1.7K.
- Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo and haircare brands in New Zealand moved from 10.8% to 10.1%, and its estimated monthly branded searches moved from 3.9K to 4.7K.
How did search popularity change for New Zealand shampoo and haircare brands in September 2026?
2 changes
In September 2026, Olaplex overtook Pantene and 2 others to rank 3rd among shampoo and haircare brands in New Zealand, with 10.1% of the searches.
In September 2026, Head & Shoulders gained share of searches among shampoo and haircare brands in New Zealand, from 2.9% to 3.6%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using Head & Shoulders’ and Olaplex’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.
Head & Shoulders
5 branded search terms
- head & shoulders
- head and shoulders
- head shoulders
- head shoulders hair
- headshoulders
Olaplex
9 branded search terms
- olaplex
- olaplex bonding oil
- olaplex conditioner
- olaplex hair
- olaplex hair oil
- olaplex hair treatment
- olaplex oil
- olaplex shampoo
- olaplex treatment
Other head-to-heads among shampoo and haircare brands
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