Shampoo brands in the United Kingdom:Which are most popular?
In September 2026, Kérastase was the most searched shampoo brand in the United Kingdom, accounting for 24.8% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, L'Oréal Paris Elvive was mentioned most often, in four of the five answers. L'Oréal Paris Elvive was recommended most often, coming first in all three responses that gave a list.
KérastaseShare of searches 24.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
K18Share of searches 16.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
OlaplexShare of searches 16.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
MoroccanoilShare of searches 9.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
RedkenShare of searches 6.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top shampoo brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, L'Oréal Paris Elvive was mentioned most often, in four of the five answers. L'Oréal Paris Elvive was recommended most often, coming first in all three answers that gave a list. Kérastase was second, and Redken was third. K18, which ranked second in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
L'Oréal Paris Elvive4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Kérastase2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Redken2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Head & Shoulders2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Olaplex1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Moroccanoil1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Dove1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Herbal Essences1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- K180 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
OGX0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Philip Kingsley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aussie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
TRESemmé0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pantene0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bumble and bumble0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about shampoo brands
5 answers
Asked ChatGPT
“Which shampoo should I use in the UK?”
Asked ChatGPT
“What are the best shampoo brands?”
Asked ChatGPT
“What is the best shampoo for hair loss?”
Searched Google, AI Overview
“shampoo”
Searched Google, AI Overview
“best shampoo”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Which shampoo brands do people search for most?
This chart shows how often people search Google for each shampoo brand by name. Each line represents a brand's share of searches for all 15 shampoo brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Kérastase, K18, Olaplex, Moroccanoil, Redken, OGX, Philip Kingsley, Aussie, TRESemmé, Dove, Head & Shoulders, Herbal Essences, L'Oréal Paris Elvive. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kérastase | K18 | Olaplex | Moroccanoil | Redken | OGX | Philip Kingsley | Aussie | TRESemmé | Dove | Head & Shoulders | Herbal Essences | L'Oréal Paris Elvive | Pantene | Bumble and bumble |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.2% | 18.2% | 18.2% | 9.9% | 6.7% | 3.6% | 4.4% | 3% | 2.4% | 1.3% | 3% | 2% | 2.4% | 1.6% | 1.1% |
| Nov 2025 | 25% | 16.8% | 20.6% | 11.2% | 6.2% | 2.7% | 4.1% | 2.2% | 1.8% | 1.5% | 2.2% | 1.5% | 1.8% | 1.2% | 1% |
| Dec 2025 | 24.4% | 16.3% | 19.9% | 10.9% | 6% | 3.3% | 4.9% | 2.7% | 1.8% | 1.5% | 2.2% | 1.5% | 2.2% | 1.5% | 1.2% |
| Jan 2026 | 25.7% | 17.2% | 17.2% | 9.4% | 6.3% | 3.4% | 4.2% | 2.8% | 2.3% | 1.5% | 2.8% | 1.9% | 2.3% | 1.9% | 1.2% |
| Feb 2026 | 25.2% | 16.8% | 16.8% | 9.2% | 6.2% | 4.1% | 4.1% | 2.8% | 2.2% | 2.2% | 2.8% | 2.2% | 2.2% | 1.8% | 1.2% |
| Mar 2026 | 23.5% | 15.7% | 19.2% | 10.5% | 5.7% | 3.8% | 3.8% | 3.1% | 2.1% | 2.1% | 3.1% | 2.1% | 2.1% | 1.7% | 1.4% |
| Apr 2026 | 21.4% | 17.5% | 17.5% | 9.6% | 6.4% | 4.3% | 4.3% | 3.5% | 2.3% | 2.3% | 3.5% | 2.3% | 2% | 1.9% | 1.3% |
| May 2026 | 21.1% | 14.1% | 17.3% | 14.1% | 5.2% | 4.2% | 4.2% | 3.5% | 2.8% | 2.8% | 3.5% | 2.3% | 2% | 1.5% | 1.3% |
| Jun 2026 | 21.5% | 14.4% | 17.6% | 11.7% | 6.4% | 4.3% | 4.3% | 3.5% | 3.5% | 2.9% | 2.9% | 2.3% | 1.9% | 1.6% | 1.3% |
| Jul 2026 | 22.2% | 14.8% | 14.8% | 9.9% | 5.4% | 8.1% | 4.4% | 3.6% | 3.6% | 3% | 3% | 2.4% | 1.9% | 1.6% | 1.1% |
| Aug 2026 | 25.2% | 16.8% | 13.8% | 9.2% | 6.2% | 5% | 4.1% | 3.4% | 2.8% | 2.8% | 2.8% | 2.2% | 2.2% | 1.8% | 1.8% |
| Sep 2026 | 24.8% | 16.6% | 16.6% | 9.1% | 6.1% | 4% | 4% | 3.3% | 3.3% | 2.7% | 2.7% | 2.2% | 2.2% | 1.5% | 0.97% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 24.8% | 74K | 0% | -0.4 points | |
| 2, held 2nd | 16.6% | 49.5K | 0% | -0.3 points | |
| 3, held 3rd | 16.6% | 49.5K | +22.2% | +2.8 points | |
| 4, held 4th | 9.1% | 27.1K | 0% | -0.1 points | |
| 5, held 5th | 6.1% | 18.1K | 0% | -0.1 points | |
| 6, held 6th | 4% | 12.1K | -18.2% | -1 points | |
| 7, held 7th | 4% | 12.1K | 0% | -0.1 points | |
| 8, held 8th | 3.3% | 9.9K | 0% | -0.1 points | |
| 9, moved from 11th to 9th | 3.3% | 9.9K | +22.2% | +0.6 pointsmoved from 11th to 9th | |
| 10, moved from 9th to 10th | 2.7% | 8.1K | 0% | 0 pointsmoved from 9th to 10th | |
| 11, moved from 10th to 11th | 2.7% | 8.1K | 0% | 0 pointsmoved from 10th to 11th | |
| 12, held 12th | 2.2% | 6.6K | 0% | 0 points | |
| 13, held 13th | 2.2% | 6.5K | 0% | 0 points | |
| 14, moved from 15th to 14th | 1.5% | 4.4K | -18.5% | -0.4 pointsmoved from 15th to 14th | |
| 15, moved from 14th to 15th | 0.97% | 2.9K | -46.3% | -0.9 pointsmoved from 14th to 15th |
24.8%
Held 1st. 74K estimated branded searches, 0% vs prior month. Share -0.4 points.
2.
K1816.6%
Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
3.
Olaplex16.6%
Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +2.8 points.
9.1%
Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
5.
Redken6.1%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
6.
OGX4%
Held 6th. 12.1K estimated branded searches, -18.2% vs prior month. Share -1 points.
4%
Held 7th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
8.
Aussie3.3%
Held 8th. 9.9K estimated branded searches, 0% vs prior month. Share -0.1 points.
9.
TRESemmé3.3%
Moved from 11th to 9th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.6 points.
10.
Dove2.7%
Moved from 9th to 10th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
2.7%
Moved from 10th to 11th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
2.2%
Held 12th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
2.2%
Held 13th. 6.5K estimated branded searches, 0% vs prior month. Share 0 points.
14.
Pantene1.5%
Moved from 15th to 14th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.4 points.
0.97%
Moved from 14th to 15th. 2.9K estimated branded searches, -46.3% vs prior month. Share -0.9 points.
Which brand is most popular in search among shampoo brands in the United Kingdom?
15 brands
In September 2026, Kérastase was the most searched among shampoo brands in the United Kingdom, with an estimated 74K branded searches, 24.8% of all searches for the 15 we track. K18 is in 2nd place, 8.2 percentage points behind at 16.6%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Kérastase | 22.2% → 24.8% | 25.7%Jan 2026 | 21.1%May 2026 | 1st |
| K18 | 18.2% → 16.6% | 18.2%Oct 2025 | 14.1%May 2026 | 2nd |
| Olaplex | 18.2% → 16.6% | 20.6%Nov 2025 | 13.8%Aug 2026 | 3rd |
| Moroccanoil | 9.9% → 9.1% | 14.1%May 2026 | 9.1%Sep 2026 | 4th |
| Redken | 6.7% → 6.1% | 6.7%Oct 2025 | 5.2%May 2026 | 5th |
| OGX | 3.6% → 4% | 8.1%Jul 2026 | 2.7%Nov 2025 | 7th → 6th |
| Philip Kingsley | 4.4% → 4% | 4.9%Dec 2025 | 3.8%Mar 2026 | 6th → 7th |
| Aussie | 3% → 3.3% | 3.6%Jul 2026 | 2.2%Nov 2025 | 8th |
| TRESemmé | 2.4% → 3.3% | 3.6%Jul 2026 | 1.8%Dec 2025 | 10th → 9th |
| Dove | 1.3% → 2.7% | 3%Jul 2026 | 1.3%Oct 2025 | 14th → 10th |
| Head & Shoulders | 3% → 2.7% | 3.5%Apr 2026 | 2.2%Dec 2025 | 9th → 11th |
| Herbal Essences | 2% → 2.2% | 2.4%Jul 2026 | 1.5%Dec 2025 | 12th |
| L'Oréal Paris Elvive | 2.4% → 2.2% | 2.4%Oct 2025 | 1.8%Nov 2025 | 11th → 13th |
| Pantene | 1.6% → 1.5% | 1.9%Apr 2026 | 1.2%Nov 2025 | 13th → 14th |
| Bumble and bumble | 1.1% → 0.97% | 1.8%Aug 2026 | 0.97%Sep 2026 | 15th |
Each finding as a sentence
- Across the 12 months ending September 2026, Kérastase’s share of searches among shampoo brands in the United Kingdom increased from 22.2% to 24.8%.
- Across the 12 months ending September 2026, K18’s share of searches among shampoo brands in the United Kingdom decreased from 18.2% to 16.6%.
- Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo brands in the United Kingdom decreased from 18.2% to 16.6%.
- Across the 12 months ending September 2026, Moroccanoil’s share of searches among shampoo brands in the United Kingdom decreased from 9.9% to 9.1%.
- Across the 12 months ending September 2026, Redken’s share of searches among shampoo brands in the United Kingdom decreased from 6.7% to 6.1%.
- Across the 12 months ending September 2026, TRESemmé’s share of searches among shampoo brands in the United Kingdom increased from 2.4% to 3.3%.
- Across the 12 months ending September 2026, Dove’s share of searches among shampoo brands in the United Kingdom increased from 1.3% to 2.7%.
- Across the 12 months ending September 2026, Kérastase’s share of searches among shampoo brands in the United Kingdom peaked at 25.7% in January 2026 and was lowest at 21.1% in May 2026.
- Across the 12 months ending September 2026, K18’s share of searches among shampoo brands in the United Kingdom peaked at 18.2% in October 2025 and was lowest at 14.1% in May 2026.
- Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo brands in the United Kingdom peaked at 20.6% in November 2025 and was lowest at 13.8% in August 2026.
- Across the 12 months ending September 2026, Moroccanoil’s share of searches among shampoo brands in the United Kingdom peaked at 14.1% in May 2026 and was lowest at 9.1% in September 2026.
- Across the 12 months ending September 2026, Redken’s share of searches among shampoo brands in the United Kingdom peaked at 6.7% in October 2025 and was lowest at 5.2% in May 2026.
- Across the 12 months ending September 2026, OGX’s share of searches among shampoo brands in the United Kingdom peaked at 8.1% in July 2026 and was lowest at 2.7% in November 2025.
- Across the 12 months ending September 2026, Philip Kingsley’s share of searches among shampoo brands in the United Kingdom peaked at 4.9% in December 2025 and was lowest at 3.8% in March 2026.
- Across the 12 months ending September 2026, Aussie’s share of searches among shampoo brands in the United Kingdom peaked at 3.6% in July 2026 and was lowest at 2.2% in November 2025.
- Across the 12 months ending September 2026, TRESemmé’s share of searches among shampoo brands in the United Kingdom peaked at 3.6% in July 2026 and was lowest at 1.8% in December 2025.
- Across the 12 months ending September 2026, Dove’s share of searches among shampoo brands in the United Kingdom peaked at 3% in July 2026 and was lowest at 1.3% in October 2025.
- Across the 12 months ending September 2026, Head & Shoulders’ share of searches among shampoo brands in the United Kingdom peaked at 3.5% in April 2026 and was lowest at 2.2% in December 2025.
- Across the 12 months ending September 2026, OGX rose from 7th to 6th among shampoo brands in the United Kingdom.
- Across the 12 months ending September 2026, Philip Kingsley fell from 6th to 7th among shampoo brands in the United Kingdom.
- Across the 12 months ending September 2026, TRESemmé rose from 10th to 9th among shampoo brands in the United Kingdom.
- Across the 12 months ending September 2026, Dove rose from 14th to 10th among shampoo brands in the United Kingdom.
- Across the 12 months ending September 2026, Head & Shoulders fell from 9th to 11th among shampoo brands in the United Kingdom.
- Across the 12 months ending September 2026, L'Oréal Paris Elvive fell from 11th to 13th among shampoo brands in the United Kingdom.
- Across the 12 months ending September 2026, Pantene fell from 13th to 14th among shampoo brands in the United Kingdom.
- Across the 12 months ending September 2026, Aussie, Herbal Essences and Bumble and bumble held steady: their share of searches among shampoo brands in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom shampoo brands in September 2026?
8 changes
In September 2026, TRESemmé overtook Dove and Head & Shoulders to rank 9th among shampoo brands in the United Kingdom, with 3.3% of the searches.
In September 2026, Olaplex gained share of searches among shampoo brands in the United Kingdom, from 13.8% to 16.6%.
In September 2026, OGX lost share of searches among shampoo brands in the United Kingdom, from 5% to 4%.
In September 2026, Bumble and bumble lost share of searches among shampoo brands in the United Kingdom, from 1.8% to 0.97%.
Moroccanoil’s share of searches among shampoo brands in the United Kingdom has lost ground for 3 months in a row, from 11.7% to 9.1% in September 2026.
In September 2026, Pantene rose from 15th to 14th among shampoo brands in the United Kingdom.
Estimated monthly branded searches for Dove in the United Kingdom rose 84.1% over 12 measured months, from 4.4K to 8.1K in September 2026.
Estimated monthly branded searches for L'Oréal Paris Elvive in the United Kingdom fell 18.8% over 12 measured months, from 8K to 6.5K in September 2026.
How are branded searches counted for shampoo brands?
16 search terms
Each brand's share of searches among shampoo brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Kérastase
1 branded search term
- kerastase
K18
1 branded search term
- k18
Olaplex
1 branded search term
- olaplex
Moroccanoil
1 branded search term
- moroccanoil
Redken
1 branded search term
- redken
OGX
1 branded search term
- ogx shampoo
Philip Kingsley
1 branded search term
- philip kingsley
Aussie
1 branded search term
- aussie shampoo
TRESemmé
1 branded search term
- tresemme
Dove
1 branded search term
- dove shampoo
Head & Shoulders
1 branded search term
- head and shoulders
Herbal Essences
1 branded search term
- herbal essences
L'Oréal Paris Elvive
2 branded search terms
- elvive
- loreal elvive
Pantene
1 branded search term
- pantene
Bumble and bumble
1 branded search term
- bumble and bumble
Compare popularity between leading brands
- Kérastase vs K18: compare popularity
- Kérastase vs Olaplex: compare popularity
- Kérastase vs Moroccanoil: compare popularity
- Kérastase vs Redken: compare popularity
- K18 vs Olaplex: compare popularity
- K18 vs Moroccanoil: compare popularity
- K18 vs Redken: compare popularity
- Olaplex vs Moroccanoil: compare popularity
- Olaplex vs Redken: compare popularity
- Moroccanoil vs Redken: compare popularity
- Compare any of these brands
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