Head & Shoulders vs Native:Which is more popular?
In September 2026, Native had more branded searches than Head & Shoulders among shampoo brands in the United States. Native had about 49,500 branded searches, while Head & Shoulders had 40,500. Native made up 5.3% of all shampoo brand searches we track, and Head & Shoulders accounted for 4.3%. When we asked ChatGPT and Google AI Overviews about shampoo brands, neither Head & Shoulders nor Native appeared in any of the five answers.
Who do people search for more?
Native, about 22% more searches than Head & Shoulders
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top shampoo brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Head & Shoulders nor Native showed up 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
Head & Shoulders0 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.
Is Head & Shoulders or Native more popular in search?
This chart shows how often people search Google for Head & Shoulders and Native 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 by month for Native, Head & Shoulders. 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% |
How has the Head & Shoulders and Native comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Native took it in March 2026.
- Across the 12 months ending September 2026, Head & Shoulders’ share of searches among shampoo brands in the United States moved from 5.2% to 4.3%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
- Across the 12 months ending September 2026, Native’s share of searches among shampoo brands in the United States moved from 5.2% to 5.3%, and its estimated monthly branded searches held steady at 49.5K.
How did search popularity change for United States shampoo brands in September 2026?
1 change
In September 2026, Head & Shoulders rose from 8th to 7th among shampoo brands in the United States.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Head & Shoulders’ and Native’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Head & Shoulders
1 branded search term
- head and shoulders
Native
1 branded search term
- native shampoo
Other head-to-heads among shampoo brands
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