Brandwave

K18 vs Moroccanoil:Which is more popular?

In September 2026, K18 had more branded searches than Moroccanoil among shampoo brands in the United Kingdom. K18 had about 49,500 branded searches, while Moroccanoil had 27,100. K18 made up 16.6% of all shampoo brand searches we track, and Moroccanoil accounted for 9.1%. When we asked ChatGPT and Google AI Overviews about shampoo brands, Moroccanoil appeared in one of the five answers and K18 in none.

Among shampoo brands in the United Kingdom in September 2026

Who do people search for more?

K18, about 83% more searches than Moroccanoil

K18 49.5K searchesMoroccanoil 27.1K searches

Who does AI mention more?

Moroccanoil, mentioned in 1 of 5 answers, K18 in 0

Moroccanoil in 1 of 5K18 in 0 of 5

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Top shampoo brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Moroccanoil was mentioned in one out of five: not in any of the three ChatGPT answers, but 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.

  1. L'Oréal Paris Elvive1st
  2. Kérastase2nd
  3. Redken3rd
  4. Olaplex4th
  5. Moroccanoil5th
  6. Dove6th
  7. Herbal Essences7th
  8. Head & Shoulders8th
  9. K18–
  10. OGX–
  11. +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

+5 more

See every answer about shampoo brands

5 answers

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 Moroccanoil more popular in search?

This chart shows how often people search Google for K18 and Moroccanoil 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.

K18 and Moroccanoil among shampoo brands in the United Kingdom, by month

Share of searches by month for K18, Moroccanoil. The figures are in the table below the chart.

View monthly share of searches table
MonthKérastaseK18OlaplexMoroccanoilRedkenOGXPhilip KingsleyAussieTRESemméDoveHead & ShouldersHerbal EssencesL'Oréal Paris ElvivePanteneBumble and bumble
Oct 202522.2%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 202525%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 202524.4%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 202625.7%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 202625.2%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 202623.5%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 202621.4%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 202621.1%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 202621.5%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 202622.2%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 202625.2%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 202624.8%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 Moroccanoil comparison changed over the last 12 months?

3 findings
  • K18 was ahead of Moroccanoil 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, Moroccanoil’s share of searches among shampoo brands in the United Kingdom moved from 9.9% to 9.1%, and its estimated monthly branded searches moved from 33.1K to 27.1K.

How did search popularity change for United Kingdom shampoo brands in September 2026?

2 changes

  1. 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.

  2. 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 Moroccanoil’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.

K18

1 branded search term

  • k18

Moroccanoil

1 branded search term

  • moroccanoil

How the Brand Demand Index is measured

Other head-to-heads among shampoo brands

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