Personal care is a broad category. Toothpaste, deodorant, skincare, soap, cosmetics, haircare, and baby-care brands all compete for everyday attention, but consumers do not necessarily think about them in the same way.
Indonesia's most considered personal care brands 2026 uses YouGov BrandIndex Consideration data to identify which brands consumers would consider the next time they are in the market for personal care products.
The analysis covers three views of the category: the overall brands Indonesians are most likely to consider, the brands with the largest year-over-year gains, and the personal care brands women are most likely to consider.
In this article, we cover:
- Top 10 personal care brands by Consideration in Indonesia
- Top 10 biggest improvers in personal care Consideration year over year
- Top 10 personal care brands by Consideration among women
- Methodology behind the rankings
YouGov BrandIndex tracks consumer perceptions of brands across key measures, including awareness, consideration, purchase intent, value, quality, satisfaction, and recommendation.
Which personal care brands lead in Indonesia?
Pepsodent ranks first in the Indonesia personal care ranking, with 40.6% of consumers saying they would consider the brand the next time they are in the market for personal care products. Wardah follows at 35.4%, while Lifebuoy ranks third at 30.4%.
Vaseline places fourth at 28.4%, followed by Dettol at 27.3%. Rexona ranks sixth, ahead of Skintific, Shinzui, Nivea, and Biore.
The top 10 spans several parts of the personal care market, from oral care and hygiene to skincare, deodorant, and beauty. This reflects the breadth of the personal care category, encompassing products that play different roles in consumers’ daily routines.
Which personal care brands improved most year over year?
Cetaphil posts the strongest year-over-year gain in Consideration, rising from 14.3% to 19.0%, a 4.7-percentage-point increase. TRESemmé follows with a 2.3-point gain, while Vaseline rises by 2.2 points.
Sensodyne gains 2.0 points, followed by Zinc and MeToo, each up 1.9 points. The Body Shop, Aveeno, Giv, and Listerine complete the Top 10 improvers list, each gaining 1.8 points.
The improvers table gives the campaign its clearest momentum story. Cetaphil’s gain is twice the size of the next-largest increase, while Vaseline stands out because it also appears near the top of the overall ranking.
Which personal care brands lead among women?
Wardah leads the women’s ranking by a clear margin, with 48.9% of women saying they would consider the brand. Vaseline ranks second at 35.4%, followed by Pepsodent at 34.7%.
Skintific ranks fourth among women at 31.9%, while Make Over takes fifth place at 28.4%. Maybelline, Shinzui, Nivea, Cetaphil, and Dettol complete the women’s Top 10.
The overall ranking is led by a mix of household personal care brands, but the women-only Top 10 brings more beauty and skincare names into view, including Wardah, Skintific, Make Over, Maybelline, and Cetaphil.
Wardah is the strongest example of that difference. It ranks second overall but first among women, with a women’s Consideration result 13.5 percentage points higher than its overall score. Skintific and Cetaphil also appear in both the women’s ranking and the broader campaign story, while Make Over and Maybelline enter the Top 10 only in the women’s view.
Explore personal care brand rankings 2026 across other APAC markets: Australia, Hong Kong, Singapore and Thailand.
Methodology
This article draws on YouGov BrandIndex data collected in Indonesia from 1 October 2025 to 30 September 2026. The year-over-year comparison uses data from 1 October 2024 to 30 September 2025.
Consideration is the percentage of respondents who say they would consider a brand the next time they are in the market to purchase personal care products.
The overall ranking and improvers ranking are based on the online population with a sample size of n>22,200 among brands shown. The improvers ranking uses the same dataset and compares current-period sample sizes of n>22,100 with previous-period sample sizes of n>21,800 among brands shown. The women’s ranking is based on the women-only personal care dataset, with a sample size of n>10,400 among brands shown. Figures are rounded to one decimal place. Changes are shown in percentage points.
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, identify audience-specific strengths and weaknesses, and understand how perceptions change over time.
Explore more personal care brand data
These rankings provide a selected view of YouGov BrandIndex data for personal care brands in Indonesia. A deeper analysis can show how these 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.