Which hair care brands do AI assistants recommend in United States? Q4 2026
In United States, AI assistants most often recommend Pantene, Garnier and L'Oréal 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 United States, taking 12.4% of all recommendation points across 5 assistants. Garnier follows with 8.4% and L'Oréal is third with 6.8%.
Pantene's lead over Garnier is 4 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek and Grok put Pantene first, while Claude favours Garnier and Gemini favours L'Oréal.
The top five brands hold 40% of recommendations out of 43 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 | Garnier | L’Oréal | 8.4% | 28 | 117 | 12 | 32 | 63 |
| 3 | L'Oréal | L’Oréal | 6.8% | 35 | – | 60 | 67 | 43 |
| 4 | TRESemmé | Unilever | 6.3% | 53 | 20 | 55 | 35 | 25 |
| 5 | Dove | Unilever | 5.7% | 37 | 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 | 4.3% | 25 | 35 | 20 | 25 | 25 |
| 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 | 2.6% | 20 | – | 33 | 12 | 12 |
| 14 | Aussie | Procter & Gamble | 2.4% | 12 | – | 25 | 8 | 28 |
| 15 | Revlon | Revlon Inc. | 2.4% | 12 | 12 | 25 | 12 | 12 |
| 16 | Bioderma | NAOS | 2.3% | 35 | – | 35 | – | – |
| 17 | Herbal Essences | Procter & Gamble | 1.7% | 20 | – | 8 | – | 24 |
| 18 | OGX | Kenvue | 1.7% | – | 20 | 32 | – | – |
| 19 | Briogeo | Briogeo Hair Care | 1.6% | 12 | – | 20 | 8 | 8 |
| 20 | Cantu | PDC Brands | 1.6% | 20 | 28 | – | – | – |
Questions about AI hair care recommendations
- Which hair care brand does ChatGPT recommend most in United States?
- ChatGPT recommends Pantene most often for hair care in United States. Across all assistants, Pantene leads with 12.4% of recommendations.
- Which hair care brand is improving fastest in United States?
- 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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