Which hair care brands do AI assistants recommend in Australia? Q4 2026
In Australia, AI assistants most often recommend L'Oréal, Pantene and Schwarzkopf for hair care. L'Oréal is named by 5 of 5 assistants.
What the data says
L'Oréal (L’Oréal) is the hair care brand AI assistants recommend most in Australia, taking 15.5% of all recommendation points across 5 assistants. Pantene follows with 10.8% and Schwarzkopf is third with 9.2%.
L'Oréal's lead over Pantene is 4.7 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts L'Oréal first.
The top five brands hold 48% of recommendations out of 42 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | L'Oréal | L’Oréal | 15.5% | 97 | 88 | 112 | 82 | 85 |
| 2 | Pantene | Procter & Gamble | 10.8% | 68 | 60 | 72 | 55 | 70 |
| 3 | Schwarzkopf | Henkel | 9.2% | 60 | 60 | 55 | 35 | 67 |
| 4 | TRESemmé | Unilever | 6.8% | 45 | 32 | 32 | 35 | 61 |
| 5 | Dove | Unilever | 5.4% | 35 | 45 | 33 | 25 | 25 |
| 6 | Johnson's | Johnson & Johnson | 5.3% | 35 | 35 | 20 | 35 | 35 |
| 7 | Olaplex | Olaplex Inc. | 5.2% | 35 | 35 | 8 | 43 | 35 |
| 8 | Head & Shoulders | Procter & Gamble | 4.2% | 12 | 35 | 35 | 25 | 20 |
| 9 | Garnier | L’Oréal | 3.8% | 20 | 25 | 25 | 20 | 25 |
| 10 | Kerastase | L'Oréal | 3.4% | 32 | 8 | 25 | 25 | 12 |
| 11 | Gaia | Gaia Skin Naturals | 2.8% | 25 | 25 | 35 | – | – |
| 12 | Mustela | Laboratoires Expanscience | 2.7% | – | 20 | 12 | 25 | 25 |
| 13 | Wella | Wella Company | 2.2% | – | 35 | 12 | 20 | – |
| 14 | Cetaphil | Galderma | 2.2% | 12 | 8 | 25 | 20 | – |
| 15 | Gatsby | Mandom Corporation | 2% | – | 12 | – | 35 | 12 |
| 16 | OGX | Kenvue | 1.7% | 20 | – | 8 | 12 | 12 |
| 17 | Aveeno | Kenvue | 1.7% | 20 | 12 | – | – | 20 |
| 18 | Moroccanoil | Moroccanoil | 1.5% | 12 | – | – | 32 | – |
| 19 | Herbal Essences | Procter & Gamble | 1.2% | 16 | – | – | – | 20 |
| 20 | Clairol | Procter & Gamble | 1.2% | 12 | 12 | – | – | 12 |
Questions about AI hair care recommendations
- Which hair care brand does ChatGPT recommend most in Australia?
- ChatGPT recommends L'Oréal most often for hair care in Australia. Across all assistants, L'Oréal leads with 15.5% of recommendations.
- Which hair care brand is improving fastest in Australia?
- Johnson's has the strongest momentum among challengers: AI names it first in 4 of 5 answers where it appears, while holding 5.3% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Hair Care: AI rankings by country
Covers: Baby Hair Care, Conditioners, Hair Color, Hair Treatments, Shampoo & Cleansers, Styling Products.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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