Syncly Social Index
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Hair
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K18 vs Olaplex on video, September 2026
Olaplex had about twice as many videos as K18 in September (1,522 vs 757), yet K18 ranked higher on the Syncly Social Index, 61.9 to 58.1. 107 videos named both brands. In the 40 we read, 11 spoke well of both, 2 leaned Olaplex and none leaned K18.
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Side by side
K18 ranked 3rd in hair and Olaplex 5th. K18 led on untagged reach (100 vs 50): 21.2% of sampled K18 videos showed or said the brand without tagging it, vs 15.2% for Olaplex. It also led on creator breadth (88.9 vs 66.7) and momentum (33.3 vs 22.2), with its share of beauty video up 10.8% from August vs 5.0% for Olaplex. Olaplex led on share of voice (88.9 vs 55.6) and high reach (55.6 vs 44.4): 4.5% of its videos passed 100K views vs 3.7% for K18. Sentiment scored 50 for both (37.1% vs 40.4% organic positive). The Syncly Social Index measures social video attention and reaction. It is not a test of how well a product works.
Syncly Social Index metrics, September 2026. The higher value in each row is bold.
| K18 | Olaplex | |
|---|---|---|
| SSI score | 61.9 | 58.1 |
| Videos (month) | 757 | 1,522 |
| Change in share vs. last month | +11% | +5% |
| Untagged mentions | 21% | 15% |
| Positive (organic videos) | 37% | 40% |
| Videos with 100k+ views | 3.7% | 4.5% |
| Creator breadth | 95% | 95% |
When creators compare them
Most videos that name both use them side by side. 26 of the 40 only listed or used both with no verdict. 11 praised both, often for different jobs: a stylist puts every blonde client on Olaplex No.3 and K18, a Turkish creator lists them as bond repairers that work, and one bad/better/best list rates Olaplex best for frizz and the K18 mask best for damaged ends. Two leaned Olaplex: sofiahairhealth rated No.3 12/10 vs K18 9/10 and cited a study, and one Turkish creator said she was not happy with K18 and followers pointed her to Olaplex No.6. One creator, HairScripts by Bevy, said a Trader Joe's serum can stand in for both oils.
Which one creators prefer in videos that mention both
Videos that compare them
Which one to choose
Choose K18 if you want what these creators use it for: a leave-in repair mask on bleached or chemically damaged hair (stylist plan, split ends pick) and wash-day extras like the Damage Shield shampoo and dry shampoo. Choose Olaplex if you want No.3 as a bond treatment (12/10 rating) or No.6 and No.7 as an everyday leave-in or shine oil ("ride for this product", leave-in rotation). One creator liked the K18 detox shampoo but found it too expensive.
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Frequently asked questions
Benchmark your brand against competitors
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.