Dettol, Pepsodent, and Nivea have been named the most considered personal care brands in Hong Kong, Indonesia, and Thailand, respectively, according to YouGov’s latest Personal Care Rankings 2025.

The rankings are based on data from YouGov BrandIndex and reflects the brands consumers are most likely to consider for their next personal care purchase.

Hong Kong: Dettol takes the top spot across all demographics

In Hong Kong, Dettol leads the list with a consideration score of 36.8, meaning more than a third of consumers would consider buying the brand next. Dettol ranks #1 across all gender and age groups, highlighting its status as a trusted household name.

Colgate (Toothpaste) follows in second place with a score of 33.6%, while Mentholatum ranks third at 29.4%. Completing the top five are Vaseline (27.7%) and Dove (26.1%), both recognized for their consistent presence in skincare and personal hygiene routines.

Trusted hygiene and skincare brands continue to dominate consumer consideration in Hong Kong, reflecting a strong preference for established names associated with cleanliness and protection.

Indonesia: Pepsodent leads among older consumers

In Indonesia, Pepsodent tops the list with a score of 41.0%, cementing its position as a trusted hygiene staple. Its strength skews older, ranking #1 among Indonesians aged 35 and above. Wardah ranks second (34.3%), reflecting its deep connection with local consumers through values of accessibility, authenticity, and innovation.

The rankings show that toothpaste and hygiene brands dominate Indonesia’s personal care landscape, while local and emerging skincare names such as Wardah and Skintific are gaining ground in a competitive market.

Lifebuoy takes third place with a score of 31.0%, continuing its strong legacy in hygiene protection. Rounding out the top five are Dettol (27.2%) and Vaseline (26.1%).

Thailand: Nivea maintains broad-based appeal across demographics

In Thailand, Nivea leads with a consideration score of 46.5%, making it the country’s most considered personal care brand. The brand’s leadership extends across demographics, ranking #1 among men, top two among women, and consistently strong across generations- highlighting its broad consumer appeal.

Vaseline follows closely in second place with 42.5, while Colgate (Toothpaste) ranks third with 34.7%, reflecting enduring confidence in everyday hygiene products. Completing the top five are Sunsilk (33.8%) and Garnier (32.9%), both recognized for their strong presence in hair and skincare respectively.

Thai consumers show a strong preference for trusted international skincare and hygiene brands, while local name TEPTHAI makes a notable appearance, indicating growing support for domestic products.

Download the full reports here for Indonesia, Thailand and Hong Kong.

Methodology

The YouGov Personal Care Rankings 2025 are drawn from data collected through YouGov BrandIndex, which continuously tracks brand perception and consumer sentiment across hundreds of markets globally. Consideration scores are based on respondents’ answers to the following questions: ​“When you are in the market next to purchase personal care products, from which of the following would you consider purchasing?” between September 1, 2024 and August 31, 2025.