Which hair care brands do AI assistants recommend in Netherlands? Q4 2026
In Netherlands, AI assistants most often recommend Garnier, L'Oréal and Andrélon for hair care. Garnier is named by 5 of 5 assistants.
What the data says
Garnier (L’Oréal) is the hair care brand AI assistants recommend most in Netherlands, taking 11.5% of all recommendation points across 5 assistants. L'Oréal follows with 11.3% and Andrélon is third with 9.7%.
The top spot is close: only 0.2 points separate Garnier and L'Oréal, so a small change in how either brand is described online could flip the order.
Claude puts Garnier first, while ChatGPT favours Andrélon, DeepSeek favours Andrélon, Gemini favours Andrélon and Grok favours L'Oréal.
The top five brands hold 46% of recommendations out of 51 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Garnier | L’Oréal | 11.5% | 52 | 145 | 25 | 45 | 78 |
| 2 | L'Oréal | L’Oréal | 11.3% | 35 | – | 102 | 47 | 155 |
| 3 | Andrélon | Unilever | 9.7% | 80 | – | 106 | 105 | – |
| 4 | Pantene | Procter & Gamble | 9.6% | 45 | 120 | 45 | 12 | 65 |
| 5 | Olaplex | Olaplex Inc. | 4.3% | 35 | – | 35 | 25 | 35 |
| 6 | Head & Shoulders | Procter & Gamble | 4.2% | 35 | 12 | 25 | 20 | 35 |
| 7 | Zwitsal | Unilever | 3.8% | 35 | – | 35 | 35 | 8 |
| 8 | Dove | Unilever | 3.4% | 20 | 50 | – | – | 32 |
| 9 | Schwarzkopf | Henkel | 2.8% | 25 | – | 20 | – | 40 |
| 10 | Mustela | Laboratoires Expanscience | 2.7% | 20 | 25 | 12 | – | 25 |
| 11 | Elvive | L’Oréal | 2.4% | – | – | – | 72 | – |
| 12 | Johnson's | Johnson & Johnson | 2.3% | – | 35 | – | – | 35 |
| 13 | Wella | Wella Company | 2.2% | – | 20 | 25 | 20 | – |
| 14 | Taft | Henkel | 2% | 35 | – | – | 25 | – |
| 15 | Clinique | Estée Lauder | 1.9% | 12 | – | 20 | 25 | – |
| 16 | Got2b | Henkel | 1.9% | 25 | – | 20 | – | 12 |
| 17 | Moroccanoil | Moroccanoil | 1.7% | 20 | – | 20 | – | 12 |
| 18 | Bioderma | NAOS | 1.7% | 25 | – | 25 | – | – |
| 19 | Syoss | Henkel | 1.6% | 20 | – | – | 20 | 8 |
| 20 | Kerastase | L'Oréal | 1.5% | 12 | – | 25 | – | 8 |
Questions about AI hair care recommendations
- Which hair care brand does ChatGPT recommend most in Netherlands?
- ChatGPT recommends Andrélon most often for hair care in Netherlands. Across all assistants, Garnier leads with 11.5% of recommendations.
- Which hair care brand is improving fastest in Netherlands?
- Olaplex has the strongest momentum among challengers: AI names it first in 3 of 4 answers where it appears, while holding 4.3% 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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