Which hair care brands do AI assistants recommend in Canada? Q4 2026
In Canada, AI assistants most often recommend Pantene, L'Oréal and Garnier for hair care. Pantene is named by 5 of 5 assistants.
What the data says
Pantene (Procter & Gamble) is the hair care brand AI assistants recommend most in Canada, taking 12.4% of all recommendation points across 5 assistants. L'Oréal follows with 9% and Garnier is third with 8.9%.
Pantene's lead over L'Oréal is 3.4 points, a clear advantage in how AI shortlists the category.
ChatGPT and Grok put Pantene first, while Claude favours Garnier, DeepSeek favours L'Oréal and Gemini favours L'Oréal.
The top five brands hold 43% of recommendations out of 41 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Pantene | Procter & Gamble | 12.4% | 60 | 97 | 70 | 60 | 85 |
| 2 | L'Oréal | L’Oréal | 9% | 35 | – | 94 | 87 | 55 |
| 3 | Garnier | L’Oréal | 8.9% | 28 | 117 | 12 | 37 | 72 |
| 4 | TRESemmé | Unilever | 6.2% | 57 | 20 | 50 | 35 | 25 |
| 5 | Dove | Unilever | 6% | 45 | 45 | – | 45 | 45 |
| 6 | Head & Shoulders | Procter & Gamble | 5.5% | 35 | 35 | 25 | 35 | 35 |
| 7 | Olaplex | Olaplex Inc. | 4.7% | 35 | – | 35 | 35 | 35 |
| 8 | Clairol | Procter & Gamble | 4.2% | 25 | 35 | 25 | 20 | 20 |
| 9 | Aveeno | Kenvue | 4% | 25 | 20 | 25 | 25 | 25 |
| 10 | Johnson's | Johnson & Johnson | 3.5% | – | 35 | – | 35 | 35 |
| 11 | SheaMoisture | Unilever | 3.5% | 8 | 43 | 8 | 25 | 20 |
| 12 | Got2b | Henkel | 3.1% | 35 | – | 20 | 25 | 12 |
| 13 | Moroccanoil | Moroccanoil | 3% | 20 | – | 37 | 20 | 12 |
| 14 | Bioderma | NAOS | 2.3% | 35 | – | 35 | – | – |
| 15 | Mustela | Laboratoires Expanscience | 2.3% | 20 | 25 | 12 | – | 12 |
| 16 | Revlon | Revlon Inc. | 2.3% | 12 | 12 | 20 | 12 | 12 |
| 17 | Cetaphil | Galderma | 1.9% | 12 | 12 | 20 | 12 | – |
| 18 | Burt's Bees | Clorox | 1.7% | 8 | 8 | 8 | 20 | 8 |
| 19 | Herbal Essences | Procter & Gamble | 1.6% | 8 | – | 20 | – | 20 |
| 20 | Aussie | Procter & Gamble | 1.6% | 12 | – | 20 | – | 16 |
Questions about AI hair care recommendations
- Which hair care brand does ChatGPT recommend most in Canada?
- ChatGPT recommends Pantene most often for hair care in Canada. Across all assistants, Pantene leads with 12.4% of recommendations.
- Which hair care brand is improving fastest in Canada?
- Olaplex has the strongest momentum among challengers: AI names it first in 4 of 4 answers where it appears, while holding 4.7% 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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