How popular isNative?
In September 2026, people searched for Native by name about 140,000 times in the United States, a 12.2% decrease from the previous year. These searches made up 5.3% of all United States shampoo brand searches, placing Native sixth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about shampoo brands, Native did not appear in any of the answers.
Native is the sixth most searched of 15 competitors and not listed in any AI answer.
KérastaseShare of searches 21.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
OlaplexShare of searches 14.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
K18Share of searches 11.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
MoroccanoilShare of searches 9.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NativeShare of searches 5.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top shampoo brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Native 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.
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
See every answer about shampoo brands
5 answers
Asked ChatGPT
“Which shampoo should I use?”
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 States on October 26, 2026.
Which shampoo brands compete with Native?
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
| Month | Kérastase | Olaplex | K18 | Moroccanoil | Redken | Native | Head & Shoulders | Amika | Herbal Essences | Pureology | TRESemmé | Dove | Garnier | Pantene | Briogeo |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.1% | 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 2025 | 23.1% | 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 2025 | 21.6% | 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 2026 | 22.6% | 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 2026 | 21.5% | 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 2026 | 19.8% | 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 2026 | 25.1% | 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 2026 | 21.3% | 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 2026 | 23% | 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 2026 | 21.3% | 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 2026 | 20.2% | 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 2026 | 21.5% | 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% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.5% | 201K | 0% | +1.3 points | |
| 2, moved from 3rd to 2nd | 14.4% | 135K | 0% | +0.9 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 11.7% | 110K | -18.5% | -1.8 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 9.7% | 90.5K | 0% | +0.6 points | |
| 5, held 5th | 7.9% | 74K | 0% | +0.5 points | |
| 6, held 6th | 5.3% | 49.5K | 0% | +0.3 points | |
| 7, moved from 8th to 7th | 4.3% | 40.5K | 0% | +0.3 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 3.5% | 33.1K | -18.3% | -0.5 pointsmoved from 7th to 8th | |
| 9, held 9th | 3.5% | 33.1K | -18.3% | -0.5 points | |
| 10, held 10th | 3.5% | 33.1K | -18.3% | -0.5 points | |
| 11, moved from 13th to 11th | 3.5% | 33.1K | 0% | +0.2 pointsmoved from 13th to 11th | |
| 12, moved from 14th to 12th | 2.9% | 27.1K | 0% | +0.2 pointsmoved from 14th to 12th | |
| 13, moved from 11th to 13th | 2.9% | 27.1K | -18.1% | -0.4 pointsmoved from 11th to 13th | |
| 14, moved from 12th to 14th | 2.9% | 27.1K | -18.1% | -0.4 pointsmoved from 12th to 14th | |
| 15, held 15th | 2.4% | 22.2K | 0% | +0.1 points |
21.5%
Held 1st. 201K estimated branded searches, 0% vs prior month. Share +1.3 points.
2.
Olaplex14.4%
Moved from 3rd to 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.9 points.
3.
K1811.7%
Moved from 2nd to 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -1.8 points.
9.7%
Held 4th. 90.5K estimated branded searches, 0% vs prior month. Share +0.6 points.
5.
Redken7.9%
Held 5th. 74K estimated branded searches, 0% vs prior month. Share +0.5 points.
6.
Native5.3%
Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
4.3%
Moved from 8th to 7th. 40.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
8.
Amika3.5%
Moved from 7th to 8th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
3.5%
Held 9th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
10.
Pureology3.5%
Held 10th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
11.
TRESemmé3.5%
Moved from 13th to 11th. 33.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
12.
Dove2.9%
Moved from 14th to 12th. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
13.
Garnier2.9%
Moved from 11th to 13th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.
14.
Pantene2.9%
Moved from 12th to 14th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.
15.
Briogeo2.4%
Held 15th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Native and its closest rivals
Every comparison with Native
25 comparisons
- Lume vs Native
- Degree vs Native
- K18 vs Native
- Kérastase vs Native
- Moroccanoil vs Native
- Native vs Olaplex
- Native vs Old Spice
- Native vs Redken
- Head & Shoulders vs Native
- Native vs Secret
- Amika vs Native
- Dr. Squatch vs Native
- Herbal Essences vs Native
- Native vs Pureology
- Native vs TRESemmé
- Dove vs Native
- Garnier vs Native
- Native vs Pantene
- Briogeo vs Native
- Arm & Hammer vs Native
- Certain Dri vs Native
- Native vs Speed Stick
- Axe vs Native
- Native vs Schmidt’s
- Mitchum vs Native
How has branded search demand for Native changed in the United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Native in the United States fell from 160K to 140K.
- Across the 12 months ending September 2026, Native’s share of searches among shampoo brands in the United States peaked at 5.3% in September 2026 and was lowest at 3.1% in November 2025.
- Across the 12 months ending September 2026, Native rose from 7th to 6th among shampoo brands in the United States.
How did search popularity change for United States shampoo brands in September 2026?
6 changes
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%.
How are Native’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Native’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- native deodorant
- native shampoo
Who owns Native?
Native is owned by 
Procter & Gamble. Brandwave also tracks 
Head & Shoulders, 
Old Spice, 
Oral-B, Pantene and 
Secret, owned by the same company, in the United States.
Do you work for Native? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Native compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Shampoo brands | 6th of 15 | 5.3% | Shown above |
| Deodorant brands | 2nd of 13 | 17.7% | Show ranking |
Is Native your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.