Shampoo brands in the United States:Which are most popular?

Name: Shampoo brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Kérastase was the most searched shampoo brand in the United States, accounting for 21.5% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Olaplex and Pureology were mentioned most often, in three of the five answers. Pureology was recommended most often, coming first in one out of three responses that gave a list.

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Top shampoo brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Olaplex and Pureology were mentioned most often, in three of the five answers. Pureology was recommended most often, coming first in one out of three answers that gave a list. Redken was second, and Olaplex was third. K18, which ranked third in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Olaplex	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Pureology	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Redken	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Dove	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Kérastase	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Amika	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Herbal Essences	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
K18	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Moroccanoil	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Native	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Head & Shoulders	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
TRESemmé	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Garnier	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Pantene	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Briogeo	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Head & Shoulders0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
TRESemmé0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Garnier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pantene0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Briogeo0 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?”
1. 1Redken
2. 2Pureology
3. 3Kérastase
4. 4Olaplex
5. 5Dove
Asked ChatGPT
“What is the best shampoo for hair loss?”
Searched Google, AI Overview
“shampoo”
1. 1Herbal Essences
2. 2Redken
3. 3Pureology
4. 4Olaplex
Searched Google, AI Overview
“best shampoo”
1. 1Pureology
2. 2Olaplex
3. 3Dove
4. 4Amika

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 do people search for most?

This chart shows how often people search Google for each shampoo brand 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 States.

Share of searches among shampoo brands in the United States, by month

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	Kérastase	21.5%	201K	0%	+1.3 points
2, moved from 3rd to 2nd	Olaplex	14.4%	135K	0%	+0.9 pointsmoved from 3rd to 2nd
3, moved from 2nd to 3rd	K18	11.7%	110K	-18.5%	-1.8 pointsmoved from 2nd to 3rd
4, held 4th	Moroccanoil	9.7%	90.5K	0%	+0.6 points
5, held 5th	Redken	7.9%	74K	0%	+0.5 points
6, held 6th	Native Procter & Gamble	5.3%	49.5K	0%	+0.3 points
7, moved from 8th to 7th	Head & Shoulders Procter & Gamble	4.3%	40.5K	0%	+0.3 pointsmoved from 8th to 7th
8, moved from 7th to 8th	Amika	3.5%	33.1K	-18.3%	-0.5 pointsmoved from 7th to 8th
9, held 9th	Herbal Essences	3.5%	33.1K	-18.3%	-0.5 points
10, held 10th	Pureology	3.5%	33.1K	-18.3%	-0.5 points
11, moved from 13th to 11th	TRESemmé Unilever	3.5%	33.1K	0%	+0.2 pointsmoved from 13th to 11th
12, moved from 14th to 12th	Dove Unilever	2.9%	27.1K	0%	+0.2 pointsmoved from 14th to 12th
13, moved from 11th to 13th	Garnier	2.9%	27.1K	-18.1%	-0.4 pointsmoved from 11th to 13th
14, moved from 12th to 14th	Pantene Procter & Gamble	2.9%	27.1K	-18.1%	-0.4 pointsmoved from 12th to 14th
15, held 15th	Briogeo	2.4%	22.2K	0%	+0.1 points

1.Kérastase
21.5%
Held 1st. 201K estimated branded searches, 0% vs prior month. Share +1.3 points.
2.Olaplex
14.4%
Moved from 3rd to 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.9 points.
3.K18
11.7%
Moved from 2nd to 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -1.8 points.
4.Moroccanoil
9.7%
Held 4th. 90.5K estimated branded searches, 0% vs prior month. Share +0.6 points.
5.Redken
7.9%
Held 5th. 74K estimated branded searches, 0% vs prior month. Share +0.5 points.
6.Native
5.3%
Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
7.Head & Shoulders
4.3%
Moved from 8th to 7th. 40.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
8.Amika
3.5%
Moved from 7th to 8th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
9.Herbal Essences
3.5%
Held 9th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
10.Pureology
3.5%
Held 10th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
11.TRESemmé
3.5%
Moved from 13th to 11th. 33.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
12.Dove
2.9%
Moved from 14th to 12th. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
13.Garnier
2.9%
Moved from 11th to 13th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.
14.Pantene
2.9%
Moved from 12th to 14th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.
15.Briogeo
2.4%
Held 15th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

Which brand is most popular in search among shampoo brands in the United States?

15 brands

In September 2026, Kérastase was the most searched among shampoo brands in the United States, with an estimated 201K branded searches, 21.5% of all searches for the 15 we track. Olaplex is in 2nd place, 7 percentage points behind at 14.4%.

United States shampoo brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Kérastase	21.1% → 21.5%	25.1%Apr 2026	19.8%Mar 2026	1st
Olaplex	14.2% → 14.4%	18.9%Nov 2025	12.6%Jun 2026	2nd
K18	9.5% → 11.7%	13.6%Aug 2026	9.5%Oct 2025	3rd
Moroccanoil	9.5% → 9.7%	11.9%Dec 2025	8.9%Mar 2026	4th
Redken	7.8% → 7.9%	8.9%Mar 2026	7.4%Aug 2026	5th
Native	5.2% → 5.3%	5.3%Sep 2026	3.1%Nov 2025	7th → 6th
Head & Shoulders	5.2% → 4.3%	5.2%Oct 2025	3.6%Dec 2025	6th → 7th
Amika	4.3% → 3.5%	4.3%Dec 2025	3.5%Sep 2026	8th
Herbal Essences	3.5%	4.1%Apr 2026	2.5%Nov 2025	12th → 9th
Pureology	4.3% → 3.5%	4.6%Nov 2025	3.4%Apr 2026	9th → 10th
TRESemmé	2.8% → 3.5%	3.5%Sep 2026	1.7%Nov 2025	15th → 11th
Dove	3.5% → 2.9%	3.5%Oct 2025	2.1%Nov 2025	10th → 12th
Garnier	3.5% → 2.9%	3.5%Oct 2025	2.1%Nov 2025	11th → 13th
Pantene	2.8% → 2.9%	3.5%May 2026	2.1%Nov 2025	14th
Briogeo	2.8% → 2.4%	3.1%Nov 2025	2.2%Aug 2026	13th → 15th

Each finding as a sentence

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, 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, Amika’s share of searches among shampoo brands in the United States decreased from 4.3% to 3.5%.
Across the 12 months ending September 2026, Pureology’s share of searches among shampoo brands in the United States decreased from 4.3% to 3.5%.
Across the 12 months ending September 2026, TRESemmé’s share of searches among shampoo brands in the United States increased from 2.8% to 3.5%.
Across the 12 months ending September 2026, Dove’s share of searches among shampoo brands in the United States decreased from 3.5% to 2.9%.
Across the 12 months ending September 2026, Garnier’s share of searches among shampoo brands in the United States decreased from 3.5% to 2.9%.
Across the 12 months ending September 2026, Kérastase’s share of searches among shampoo brands in the United States peaked at 25.1% in April 2026 and was lowest at 19.8% in March 2026.
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.
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.
Across the 12 months ending September 2026, Moroccanoil’s share of searches among shampoo brands in the United States peaked at 11.9% in December 2025 and was lowest at 8.9% in March 2026.
Across the 12 months ending September 2026, Redken’s share of searches among shampoo brands in the United States peaked at 8.9% in March 2026 and was lowest at 7.4% in August 2026.
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, 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, Herbal Essences’ share of searches among shampoo brands in the United States peaked at 4.1% in April 2026 and was lowest at 2.5% in November 2025.
Across the 12 months ending September 2026, Pureology’s share of searches among shampoo brands in the United States peaked at 4.6% in November 2025 and was lowest at 3.4% in April 2026.
Across the 12 months ending September 2026, TRESemmé’s share of searches among shampoo brands in the United States peaked at 3.5% in September 2026 and was lowest at 1.7% in November 2025.
Across the 12 months ending September 2026, Dove’s share of searches among shampoo brands in the United States peaked at 3.5% in October 2025 and was lowest at 2.1% in November 2025.
Across the 12 months ending September 2026, Garnier’s share of searches among shampoo brands in the United States peaked at 3.5% in October 2025 and was lowest at 2.1% in November 2025.
Across the 12 months ending September 2026, Pantene’s share of searches among shampoo brands in the United States peaked at 3.5% in May 2026 and was lowest at 2.1% in November 2025.
Across the 12 months ending September 2026, Native rose from 7th to 6th among shampoo brands in the United States.
Across the 12 months ending September 2026, Head & Shoulders fell from 6th to 7th among shampoo brands in the United States.
Across the 12 months ending September 2026, Herbal Essences rose from 12th to 9th among shampoo brands in the United States.
Across the 12 months ending September 2026, Pureology fell from 9th to 10th among shampoo brands in the United States.
Across the 12 months ending September 2026, TRESemmé rose from 15th to 11th among shampoo brands in the United States.
Across the 12 months ending September 2026, Dove fell from 10th to 12th among shampoo brands in the United States.
Across the 12 months ending September 2026, Garnier fell from 11th to 13th among shampoo brands in the United States.
Across the 12 months ending September 2026, Briogeo fell from 13th to 15th among shampoo brands in the United States.
Across the 12 months ending September 2026, Kérastase, Olaplex, Moroccanoil, Redken and Pantene held steady: their share of searches among shampoo brands in the United States each moved less than 0.5 percentage points.

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

8 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%.
In September 2026, Pureology lost share of searches among shampoo brands in the United States, from 4.1% to 3.5%.
TRESemmé’s share of searches among shampoo brands in the United States has gained ground for 3 months in a row, from 2.5% to 3.5% in September 2026.

How are branded searches counted for shampoo brands?

15 search terms

Each brand's share of searches among shampoo brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.