YouGov BrandIndex data shows which personal care brands Australians are most likely to consider, and how the top 10 compare among women by generation.
Personal care covers a wide range of everyday choices. Toothpaste, deodorant, skincare, sun protection, first aid and beauty products may sit in different aisles, but each competes for a place in consumers’ consideration sets.
YouGov Australia's most considered personal care brands 2026 explores which personal care brands Australians would consider the next time they are in the market to purchase personal care products.
The analysis also looks at the top 10 Nat Rep brands across women by generation, comparing Consideration among Gen Z women, Millennial women, Gen X women and Baby Boomer+ women.
In this article, we cover:
- Top 10 personal care brands in Australia by Consideration
- How those top 10 brands compare among women by generation
- Where leading brands show the strongest skews among women’s generations
- Methodology behind the rankings
Which personal care brands lead on Consideration?
Colgate ranks first, with 52.8% of Australians saying they would consider the brand the next time they are in the market to purchase personal care products. Oral B follows at 38.0%, a gap of 14.8 percentage points.
Dove ranks third at 36.8%, followed by Nivea at 35.4% and Rexona at 31.5%. The top five therefore spans oral care, personal care, skin care and deodorant, reflecting the breadth of the category rather than a single product type.
Gillette ranks sixth at 27.5%, followed by Elastoplast at 23.1% and L’Oreal at 22.3%. Listerine and Cancer Council Sunscreen complete the top 10, with Consideration scores of 19.9% and 17.9%, respectively.
The ranking shows how familiar, functional personal care brands sit alongside beauty and sun-protection names in Australians’ current consideration set.
How do the top 10 compare among women by generation?
Consideration can vary considerably across gender and generations. The following analysis focuses on women, given their significant role as buyers, users and decision-makers in the fast-moving consumer goods (FMCG) sector.
Colgate remains high across all four women’s cohorts: 48.8% among Gen Z women, 51.1% among Millennial women, 56.9% among Gen X women and 57.2% among Baby Boomer+ women.
Nivea records higher consideration among younger women, reaching 39.5% among Gen Z women and 38.7% among Millennial women. Consideration is lower among Gen X women (36.3%) and Baby Boomer+ women (35.2%).
Elastoplast shows the clearest age skew among the Nat Rep top 10 brands. Consideration is 9.1% among Gen Z women and 16.6% among Millennial women, rising to 31.0% among Gen X women and 32.5% among Baby Boomer+ women.
L’Oreal is more consistent across the four women’s generation groups than many other brands in the comparison, ranging from 26.6% among Baby Boomer+ women to 28.2% among Millennial women.
For brands, this comparison is a reminder that a strong overall ranking can still mask meaningful audience differences. Some brands hold broadly steady across generations, while others look much stronger among older or younger women.
Where do the biggest generational skews appear?
The generational comparison also shows where some of the top-ranked brands have a more pronounced age skew among women.
Elastoplast also shows a pronounced generational difference, with consideration considerably higher among older women than among Gen Z women. Rexona also skews strongly by generation, with Consideration highest among Gen X women at 42.4% and lowest among Gen Z women at 25.0%. Listerine follows a similar pattern, reaching 24.4% among Gen X women compared with 13.0% among Gen Z women.
Not every brand shows the same direction of skew. Nivea is highest among Gen Z women at 39.5% and lowest among Baby Boomer+ women at 35.2%, while Dove and L’Oreal are comparatively even across the four women’s generations shown.
Explore personal care brand rankings 2026 across other APAC markets: Hong Kong, Indonesia, Singapore and Thailand.
Methodology
This article draws on YouGov BrandIndex data collected in Australia from 1 October 2025 to 30 September 2026.
Consideration is based on the question: “When you are in the market next to purchase Personal care products, from which of the following brands would you consider purchasing?”
The top-considered ranking is based on the National Representative sample. The women’s generational comparison uses the brands from that ranking and compares their Consideration among Gen Z women, Millennial women, Gen X women and Baby Boomer+ women.
Minimum current-period weighted sample sizes among brands shown are n>10,600 for the overall ranking, n>900 for Gen Z women, n>1,500 for Millennial women, n>1,200 for Gen X women and n>1,500 for Baby Boomer+ women.
Figures are presented to one decimal place in the article.
Disclosure: The data analysis in this article was conducted by YouGov with the assistance of AI tools.
About YouGov BrandIndex
YouGov BrandIndex is an always-on brand tracking tool that measures consumer perceptions of thousands of brands across sectors and markets. It helps marketers monitor brand health, benchmark competitors, and understand how perceptions differ across audiences.
Explore more personal care brand data
These rankings provide a selected view of YouGov BrandIndex data for personal care brands in Australia. A deeper analysis can show how personal care brands perform across additional audiences, competitor sets and brand-health metrics.
Reach out to us for more insights on competitor benchmarks, audience patterns, and additional BrandIndex metrics such as Quality, Value, Recommendation, Reputation and Satisfaction.