WWD’s new feature, “Olaplex, Redken Among Top Hair Care Brands By AI Visibility” spotlights our June study of 300 hair care specific prompts and fan out queries run through ChatGPT, from humidity proof styling and dry shampoo recommendations to low porosity repair routines. The topline finding: the category is highly concentrated in AI, with just five brands capturing 49 percent of total hair care visibility in ChatGPT results, led by Olaplex (31 percent of prompts) and Redken (29 percent), followed by Living Proof, Amika, Moroccanoil, Ouai, Briogeo, Kérastase, K18 and Oribe.
In the piece, Chief Strategy Officer Whitney Hart explains why certain brands are winning disproportionate AI exposure. Editorial authority from trusted beauty outlets remains the primary fuel for AI visibility, shaping which products large models learn to trust and surface first. That signal is amplified by strong retail presence at partners like Sephora and Ulta, where high quality product detail pages and robust ratings and reviews tell AI systems a brand is both widely available and actively chosen by real shoppers. A third pillar is owned content: brands investing in a consistent, education forward content ecosystem across their own channels are better positioned to show up as credible answers when consumers ask AI what to buy next.
For Avenue Z, this coverage reinforces a central belief behind our AI Visibility practice: in categories like hair care where search is fragmenting across engines and chatbots, brands can no longer treat AI as a black box. Winning in ChatGPT and other assistants requires an integrated strategy across editorial, retail and owned content, all of which can be measured and optimized. Our work with leading beauty brands is focused on turning these AI signals into a repeatable playbook for category authority and revenue.
To learn more about the Top 10 Hair Care Brands by AI Visibility dataset, or explore our broader AI visibility benchmarks, visit our 2026 AI Visibility Reports and reach out to our team.
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