How popular isOlaplex?
In September 2026, people searched for Olaplex by name about 135,000 times in the United States, about the same as the previous year. These searches made up 14.4% of all United States shampoo brand searches, placing Olaplex second out of 15 brands. When we asked both ChatGPT and Google AI Overviews about shampoo brands, Olaplex appeared in three of the five answers and was the third most recommended of the 15.
Olaplex is the second most searched of 15 competitors and the third most recommended in AI answers.
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 –
RedkenShare of searches 7.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top shampoo brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Olaplex was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Olaplex is the third most recommended of the 15.
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 Olaplex?
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 Olaplex and its closest rivals
Every comparison with Olaplex
14 comparisons
How has branded search demand for Olaplex changed in the United States over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Olaplex in the United States held steady at 135K.
- Across the 12 months ending September 2026, Olaplex’s share of searches among shampoo brands in the United States peaked at 18.9% in November 2025 and was lowest at 12.6% in June 2026.
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 Olaplex’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Olaplex’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.
- olaplex
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Is Olaplex your brand?
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