June 2026 · refreshed monthly · 110 prompts across 4 assistants
When shoppers ask an AI assistant "Best shampoo for daily use?", only a few shampoo brands make the shortlist. In June 2026, across ChatGPT, Gemini, Perplexity and Amazon Rufus, Mamaearth led with about 52% Share of AI, followed by WOW Skin Science and Dove. The single biggest driver of these recommendations was editorial "best of" roundups. Here's the full leaderboard.
| # | Brand | ChatGPT | Gemini | Perplexity | Rufus | Share of AI | Trend |
|---|---|---|---|---|---|---|---|
| 1 | Mamaearth | ● | ● | ● | ● | ▲ 1 | |
| 2 | WOW Skin Science | ● | ● | ● | ● | ▲ 2 | |
| 3 | Dove | ● | ● | ● | ● | NEW | |
| 4 | Head & Shoulders | ● | ◐ | ◐ | ● | ▲ 2 | |
| 5 | L'Oreal Paris | ◐ | ◐ | ● | ◐ | ▲ 1 | |
| 6 | Tresemme | ◐ | ◐ | ◐ | ◐ | ▲ 2 | |
| 7 | Pantene | ◐ | ○ | ○ | ○ | ▼ 2 | |
| 8 | Wella | ◐ | ◐ | ○ | ◐ | ▲ 3 |
● frequently recommended ◐ sometimes ○ absent
The sources AI leans on when recommending shampoo — this is where Share of AI is won or lost. Show up here and you show up in the answer.
▲ Gaining Share of AI
▼ Losing ground
We run about 110 representative buying prompts for shampoo across ChatGPT, Gemini, Perplexity and Amazon Rufus, then measure how often and how prominently each brand appears, and which sources each assistant cites. Scores are comparable across brands and tracked month over month.
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