Brandwave

How popular isK18?

In September 2026, people searched for K18 by name about 110,000 times in the United States, a 21.5% increase from the previous year. These searches made up 11.7% of all United States shampoo brand searches, placing K18 third out of 15 brands. When we asked both ChatGPT and Google AI Overviews about shampoo brands, K18 did not appear in any of the answers.

Search and AI answers in September 2026

K18 is the third most searched of 15 competitors and not listed in any AI answer.

  1. KérastaseShare of searches 21.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. OlaplexShare of searches 14.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. K18Share of searches 11.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. MoroccanoilShare of searches 9.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. RedkenShare of searches 7.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd

+10 more

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Top shampoo brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Pureology1st
  2. Redken2nd
  3. Olaplex3rd
  4. Herbal Essences4th
  5. Dove5th
  6. Kérastase6th
  7. Amika7th
  8. K18–
  9. Moroccanoil–
  10. Native–
  11. +5 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Olaplex3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pureology3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Redken2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dove2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kérastase1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amika1 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
  • Moroccanoil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Native0 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 States on October 26, 2026.

Which shampoo brands compete with K18?

K18 against shampoo brands in the United States, by month

Share of searches by month for Kérastase, Olaplex, K18, Moroccanoil, Redken, Native, Head & Shoulders, Amika, Herbal Essences, Pureology, TRESemmé, Dove, Garnier, Pantene, Briogeo. The figures are in the table below the chart.

View monthly share of searches table
MonthKérastaseOlaplexK18MoroccanoilRedkenNativeHead & ShouldersAmikaHerbal EssencesPureologyTRESemméDoveGarnierPanteneBriogeo
Oct 202521.1%14.2%9.5%9.5%7.8%5.2%5.2%4.3%3.5%4.3%2.8%3.5%3.5%2.8%2.8%
Nov 202523.1%18.9%10.4%10.4%8.4%3.1%3.8%3.8%2.5%4.6%1.7%2.1%2.1%2.1%3.1%
Dec 202521.6%17.7%9.7%11.9%8%3.6%3.6%4.3%2.9%4.3%2%2.4%2.4%2.9%2.9%
Jan 202622.6%15.2%10.1%10.1%8.3%3.7%4.6%3.7%3.7%3.7%2.5%2.5%3%3%3%
Feb 202621.5%14.4%11.7%9.7%7.9%4.3%4.3%4.3%3.5%4.3%2.4%2.9%2.9%2.9%2.9%
Mar 202619.8%16.2%10.8%8.9%8.9%4.9%4%4%4%4%2.7%2.7%3.3%3.3%2.7%
Apr 202625.1%13.8%11.2%9.2%7.5%4.1%4.1%4.1%4.1%3.4%2.3%2.8%2.8%2.8%2.8%
May 202621.3%14.3%11.7%9.6%7.9%4.3%4.3%4.3%3.5%4.3%2.4%2.9%2.9%3.5%2.9%
Jun 202623%12.6%10.3%10.3%8.5%4.6%4.6%3.8%3.8%4.6%2.5%2.5%3.1%3.1%2.5%
Jul 202621.3%14.3%11.6%9.6%7.8%5.2%4.3%4.3%3.5%4.3%2.9%2.9%2.9%2.9%2.3%
Aug 202620.2%13.6%13.6%9.1%7.4%5%4.1%4.1%4.1%4.1%3.3%2.7%3.3%3.3%2.2%
Sep 202621.5%14.4%11.7%9.7%7.9%5.3%4.3%3.5%3.5%3.5%3.5%2.9%2.9%2.9%2.4%

  1. 1.Kérastase

    21.5%

    Held 1st. 201K estimated branded searches, 0% vs prior month. Share +1.3 points.

  2. 2.Olaplex

    14.4%

    Moved from 3rd to 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.9 points.

  3. 3.K18

    11.7%

    Moved from 2nd to 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -1.8 points.

  4. 4.Moroccanoil

    9.7%

    Held 4th. 90.5K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Redken

    7.9%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.Native

    5.3%

    Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.Head & Shoulders

    4.3%

    Moved from 8th to 7th. 40.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.Amika

    3.5%

    Moved from 7th to 8th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  9. 9.Herbal Essences

    3.5%

    Held 9th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  10. 10.Pureology

    3.5%

    Held 10th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  11. 11.TRESemmé

    3.5%

    Moved from 13th to 11th. 33.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  12. 12.Dove

    2.9%

    Moved from 14th to 12th. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  13. 13.Garnier

    2.9%

    Moved from 11th to 13th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.

  14. 14.Pantene

    2.9%

    Moved from 12th to 14th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.

  15. 15.Briogeo

    2.4%

    Held 15th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between K18 and its closest rivals

Every comparison with K18

14 comparisons

How has branded search demand for K18 changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for K18 in the United States rose from 90.5K to 110K.
  • Across the 12 months ending September 2026, K18’s share of searches among shampoo brands in the United States increased from 9.5% to 11.7%.
  • Across the 12 months ending September 2026, K18’s share of searches among shampoo brands in the United States peaked at 13.6% in August 2026 and was lowest at 9.5% in October 2025.

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

6 changes

  1. In September 2026, Olaplex overtook K18 to rank 2nd among shampoo brands in the United States, with 14.4% of the searches.

  2. In September 2026, Kérastase gained share of searches among shampoo brands in the United States, from 20.2% to 21.5%.

  3. In September 2026, Moroccanoil gained share of searches among shampoo brands in the United States, from 9.1% to 9.7%.

  4. In September 2026, K18 lost share of searches among shampoo brands in the United States, from 13.6% to 11.7%.

  5. In September 2026, Amika lost share of searches among shampoo brands in the United States, from 4.1% to 3.5%.

  6. In September 2026, Herbal Essences lost share of searches among shampoo brands in the United States, from 4.1% to 3.5%.

How are K18’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using K18’s 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.

  • k18

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