K18 vs Kérastase:Which is more popular?
In September 2026, Kérastase had more branded searches than K18 among shampoo brands in the United Kingdom. Kérastase had about 74,000 branded searches, while K18 had 49,500. Kérastase made up 24.8% of all shampoo brand searches we track, and K18 accounted for 16.6%. When we asked ChatGPT and Google AI Overviews about shampoo brands, Kérastase appeared in two of the five answers and K18 in none.
Who do people search for more?
Kérastase, about 49% more searches than K18
Who does AI mention more?
Kérastase, mentioned in 2 of 5 answers, K18 in 0
Who does AI recommend more?
Kérastase, the only one of the two named
Follow K18 vs Kérastase and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top shampoo brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kérastase was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. K18 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.
L'Oréal Paris Elvive1st- Kérastase2nd
Redken3rd
Olaplex4th
Moroccanoil5th
Dove6th
Herbal Essences7th
Head & Shoulders8th
K18–
OGX–- +5 more
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
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.
Is K18 or Kérastase more popular in search?
This chart shows how often people search Google for K18 and Kérastase 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. 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% |
How has the K18 and Kérastase comparison changed over the last 12 months?
3 findings
- Kérastase was ahead of K18 in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, K18’s share of searches among shampoo brands in the United Kingdom moved from 18.2% to 16.6%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
- Across the 12 months ending September 2026, Kérastase’s share of searches among shampoo brands in the United Kingdom moved from 22.2% to 24.8%, and its estimated monthly branded searches held steady at 74K.
How did search popularity change for United Kingdom shampoo brands in September 2026?
1 change
Estimated monthly branded searches for K18 in the United Kingdom fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using K18’s and Kérastase’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.
Other head-to-heads among shampoo brands
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.