--- title: "Head & Shoulders: search popularity in the United States" description: "Head & Shoulders makes shampoo and haircare. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/brands/head-and-shoulders" publisher: "Brandwave" --- # Head & Shoulders: search popularity in the United States Head & Shoulders makes shampoo and haircare. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Head & Shoulders - **Owned by**: Procter & Gamble - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among shampoo brands**: 4.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Shampoo brands | 7 | 4.3% | 40.5K | - [Shampoo brands](/demand/us/categories/us-shampoo-brands) ## Top shampoo brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Head & Shoulders did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Pureology | 1st | 1 of 3 | 2 of 2 | 3 of 5 | | Redken | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Olaplex | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Herbal Essences | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Dove | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Kérastase | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Amika | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | K18 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Moroccanoil | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Native | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Head & Shoulders | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | TRESemmé | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Garnier | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Pantene | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Briogeo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about shampoo brands - Asked ChatGPT "Which shampoo should I use?": named none of the brands we track - Asked ChatGPT "What are the best shampoo brands?": 1. Redken, 2. Pureology, 3. Kérastase, 4. Olaplex, 5. Dove - Asked ChatGPT "What is the best shampoo for hair loss?": named none of the brands we track - Searched Google, AI Overview "shampoo": 1. Herbal Essences, 2. Redken, 3. Pureology, 4. Olaplex - Searched Google, AI Overview "best shampoo": 1. Pureology, 2. Olaplex, 3. Dove, 4. Amika Not named in any answer: K18, Moroccanoil, Native, Head & Shoulders, TRESemmé, Garnier, Pantene and Briogeo. Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026. ## How has branded search demand for Head & Shoulders changed in the United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Head & Shoulders in the United States fell from 49.5K to 40.5K. - Across the 12 months ending September 2026, Head & Shoulders’ share of searches among shampoo brands in the United States decreased from 5.2% to 4.3%. - Across the 12 months ending September 2026, Head & Shoulders’ share of searches among shampoo brands in the United States peaked at 5.2% in October 2025 and was lowest at 3.6% in December 2025. - Across the 12 months ending September 2026, Head & Shoulders fell from 6th to 7th among shampoo brands in the United States. ## How did search popularity change for United States shampoo brands in September 2026? - In September 2026, Olaplex overtook K18 to rank 2nd among shampoo brands in the United States, with 14.4% of the searches. - In September 2026, Kérastase gained share of searches among shampoo brands in the United States, from 20.2% to 21.5%. - In September 2026, Moroccanoil gained share of searches among shampoo brands in the United States, from 9.1% to 9.7%. - In September 2026, K18 lost share of searches among shampoo brands in the United States, from 13.6% to 11.7%. - In September 2026, Amika lost share of searches among shampoo brands in the United States, from 4.1% to 3.5%. - In September 2026, Herbal Essences lost share of searches among shampoo brands in the United States, from 4.1% to 3.5%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Shampoo brands | 49.5K | 5.2% | 6 | | Nov 2025 | Shampoo brands | 49.5K | 3.8% | 8 | | Dec 2025 | Shampoo brands | 40.5K | 3.6% | 8 | | Jan 2026 | Shampoo brands | 49.5K | 4.6% | 6 | | Feb 2026 | Shampoo brands | 40.5K | 4.3% | 7 | | Mar 2026 | Shampoo brands | 40.5K | 4% | 8 | | Apr 2026 | Shampoo brands | 40.5K | 4.1% | 7 | | May 2026 | Shampoo brands | 40.5K | 4.3% | 7 | | Jun 2026 | Shampoo brands | 40.5K | 4.6% | 6 | | Jul 2026 | Shampoo brands | 40.5K | 4.3% | 8 | | Aug 2026 | Shampoo brands | 40.5K | 4.1% | 8 | | Sep 2026 | Shampoo brands | 40.5K | 4.3% | 7 | ## How are Head & Shoulders’ branded searches counted? Brandwave collects information about searches that people make online using Head & Shoulders’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “head and shoulders” ## Which shampoo brands compete with Head & Shoulders? - [Kérastase](/demand/us/brands/kerastase) - [Olaplex](/demand/us/brands/olaplex) - [K18](/demand/us/brands/k18-hair) - [Moroccanoil](/demand/us/brands/moroccanoil): Head-to-head: /demand/us/compare/head-and-shoulders-vs-moroccanoil - [Redken](/demand/us/brands/redken): Head-to-head: /demand/us/compare/head-and-shoulders-vs-redken - [Native](/demand/us/brands/native): Head-to-head: /demand/us/compare/head-and-shoulders-vs-native - [Amika](/demand/us/brands/amika): Head-to-head: /demand/us/compare/amika-vs-head-and-shoulders - [Herbal Essences](/demand/us/brands/herbal-essences): Head-to-head: /demand/us/compare/head-and-shoulders-vs-herbal-essences - [Pureology](/demand/us/brands/pureology) - [TRESemmé](/demand/us/brands/tresemme) - [Dove](/demand/us/brands/dove) - [Garnier](/demand/us/brands/garnier) - [Pantene](/demand/us/brands/pantene) - [Briogeo](/demand/us/brands/briogeo) ## Who owns Head & Shoulders? Head & Shoulders is owned by Procter & Gamble. Brandwave also tracks Native, Old Spice, Oral-B, Pantene and Secret, owned by the same company, in the United States. - [Procter & Gamble](/demand/us/companies/procter-and-gamble): Owns 17 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Head & Shoulders? Head & Shoulders is owned by Procter & Gamble. Brandwave also tracks Native, Old Spice, Oral-B, Pantene and Secret, owned by the same company, in the United States. ## Cite this page Brandwave. "Head & Shoulders: search popularity in the United States". https://gobrandwave.com/demand/us/brands/head-and-shoulders This page is also available as HTML at https://gobrandwave.com/demand/us/brands/head-and-shoulders. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.