Which hair care brands do AI assistants recommend in Indonesia? Q4 2026
In Indonesia, AI assistants most often recommend L'Oréal, Pantene and Sunsilk 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 Indonesia, taking 13% of all recommendation points across 5 assistants. Pantene follows with 12.7% and Sunsilk is third with 9.1%.
The top spot is close: only 0.3 points separate L'Oréal and Pantene, so a small change in how either brand is described online could flip the order.
Gemini and Grok put L'Oréal first, while ChatGPT favours Dove, Claude favours Sunsilk and DeepSeek favours Pantene.
The top five brands hold 49% of recommendations out of 36 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 | 13% | 65 | 55 | 32 | 148 | 90 |
| 2 | Pantene | Procter & Gamble | 12.7% | 35 | 55 | 155 | 75 | 60 |
| 3 | Sunsilk | Unilever | 9.1% | 65 | 90 | – | 37 | 80 |
| 4 | Dove | Unilever | 8.2% | 88 | 45 | 45 | 20 | 48 |
| 5 | Garnier | L’Oréal | 5.5% | 47 | 25 | 68 | – | 25 |
| 6 | Gatsby | Mandom Corporation | 5.5% | 35 | 60 | 35 | 35 | – |
| 7 | Johnson's | Johnson & Johnson | 4.9% | 43 | 35 | – | 35 | 35 |
| 8 | Schwarzkopf | Henkel | 4.6% | 25 | 28 | 32 | 20 | 32 |
| 9 | TRESemmé | Unilever | 4.1% | 20 | 32 | – | 25 | 45 |
| 10 | Clear | Unilever | 3.2% | 8 | 12 | 20 | 55 | – |
| 11 | Makarizo | Makarizo | 3.2% | 12 | 25 | 8 | 25 | 25 |
| 12 | Zwitsal | Unilever | 3.2% | 25 | 25 | 25 | 8 | 12 |
| 13 | Pigeon | Pigeon | 2.9% | 12 | 12 | 12 | 25 | 25 |
| 14 | Ellips | Kino Indonesia | 2.7% | 35 | – | – | – | 47 |
| 15 | Cussons Baby | PZ Cussons | 2.5% | – | 20 | 35 | 20 | – |
| 16 | Miranda | PT Interbat | 1.8% | 25 | 28 | – | – | – |
| 17 | Head & Shoulders | Procter & Gamble | 1.6% | – | 25 | 12 | 12 | – |
| 18 | Rejoice | Procter & Gamble | 1.3% | 12 | – | 8 | – | 20 |
| 19 | Wella | Wella Company | 1.1% | – | 12 | 8 | 12 | – |
| 20 | Mustela | Laboratoires Expanscience | 1.1% | – | – | – | 12 | 20 |
Questions about AI hair care recommendations
- Which hair care brand does ChatGPT recommend most in Indonesia?
- ChatGPT recommends Dove most often for hair care in Indonesia. Across all assistants, L'Oréal leads with 13% of recommendations.
- Which hair care brand is improving fastest in Indonesia?
- Gatsby has the strongest momentum among challengers: AI names it first in 4 of 5 answers where it appears, while holding 5.5% 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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