Native vs Pureology:Which is more popular?
In September 2026, Native had more branded searches than Pureology among shampoo brands in the United States. Native had about 49,500 branded searches, while Pureology had 33,100. Native made up 5.3% of all shampoo brand searches we track, and Pureology accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about shampoo brands, Pureology appeared in three of the five answers and Native in none.
Who do people search for more?
Native, about 50% more searches than Pureology
Who does AI mention more?
Pureology, mentioned in 3 of 5 answers, Native in 0
Who does AI recommend more?
Pureology, the only one of the two named
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Top shampoo brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pureology was mentioned in three out of five: in one of the three ChatGPT answers and in both 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.
Is Native or Pureology more popular in search?
This chart shows how often people search Google for Native and Pureology 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, Pureology. 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 Native and Pureology comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Pureology took it in November 2025, Native took it in March 2026.
- 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.
- Across the 12 months ending September 2026, Pureology’s share of searches among shampoo brands in the United States moved from 4.3% to 3.5%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
How did search popularity change for United States shampoo brands in September 2026?
1 change
In September 2026, Pureology lost share of searches among shampoo brands in the United States, from 4.1% to 3.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Native’s and Pureology’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.
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