YouGov BrandIndex data ranks the personal care brands Hong Kong consumers would consider, with Dettol and Colgate close at the top and Vaseline, Cetaphil and CeraVe posting the strongest year-over-year gains.
Personal care decisions are often habitual. Consumers may reach first for a trusted hygiene or oral-care name, while skincare and beauty brands compete for more specific needs. Consideration is useful because it shows which brands have already made it onto consumers’ shortlist before a purchase.
YouGov BrandIndex data from 1 October 2025 to 30 September 2026 shows which personal care brands consumers in Hong Kong would consider the next time they are in the market to purchase personal care products. The analysis looks at the top overall brands and the names gaining most year over year.
In this article, we cover:
- Top 10 personal care brands in Hong Kong by Consideration
- Top 10 biggest improvers in personal care Consideration year over year
- Methodology behind the rankings
To understand how these rankings compare across audiences, competitors, or additional BrandIndex metrics, get in touch with YouGov’s expert researchers.
Which personal care brands lead in Hong Kong?
Dettol ranks first, with 36.2% of Hong Kong consumers saying they would consider the brand the next time they are in the market to purchase personal care products. Colgate (Toothpaste) follows closely at 35.7%, a gap of just 0.5 percentage points.
Vaseline ranks third at 30.5%, narrowly ahead of Mentholatum at 30.4%. Dove completes the top five at 27.4%. Listerine ranks sixth at 24.8%, followed by Sensodyne (Toothpaste) at 23.0%, Darlie at 20.5%, Shiseido at 18.3%, and Nivea at 17.9%.
The top 10 spans hygiene, oral care, body care, skincare and beauty, underlining how broad the personal care category is in consumers’ minds. The leaders are not confined to one product area: daily-use hygiene and oral-care brands sit alongside skincare and beauty names.
Which personal care brands gained most year over year?
Vaseline records the largest year-over-year gain in Consideration, rising from 28.0% in 2024-25 to 30.5% in 2025-26 — an increase of 2.5 percentage points. Vaseline’s gain also comes during a period when the brand has been extending its skincare role into more specific usage occasions: the brand has been building on consumer “hacks” through Vaseline Verified, turning some uses into products and partnerships; in 2026, its running-focused activation extended to Hong Kong through local running communities, race-day activity, run clubs and expos.
Cetaphil follows with a 2.4-point gain, rising from 15.2% to 17.6%. CeraVe and Colgate (Toothpaste) each gain 1.9 points, while Biore rises by 1.7 points.
Kiehl’s gains 1.2 points, while Shiseido and Mentholatum each increase by 1.0 point. Aveeno and Dove complete the improvers table, each rising by 0.9 points.
The improvers table shifts the emphasis from the headline leaders. Several of the largest gains come from skincare names, including Cetaphil, CeraVe, Biore, Kiehl’s and Aveeno.
Explore personal care brand rankings 2026 across other APAC markets: Australia, Indonesia, Singapore and Thailand.
Methodology
This article draws on YouGov BrandIndex data collected in Hong Kong from 1 October 2025 to 30 September 2026. The previous-period comparison uses data from 1 October 2024 to 30 September 2025.
Consideration is the percentage of respondents who said they would consider purchasing from a brand the next time they are in the market to purchase personal care products. The relevant BrandIndex question is: “When you are next in the market to purchase personal care products, from which of the following would you consider purchasing?”
The overall ranking and improvers analysis are based on the personal care brands included in this analysis.
Minimum weighted sample sizes are n>4,800 for the overall ranking and n>4,700 for the previous-period comparison.
Figures are rounded to one decimal place. Year-over-year change is calculated as the current-period percentage minus the previous-period percentage, 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, daily brand tracking tool that measures consumer perceptions of thousands of brands across sectors and markets. For personal care brands, BrandIndex helps marketers understand how their brand performs across measures such as awareness, consideration, purchase intent, perception, and customer experience.
BrandIndex can be used to monitor brand health over time, benchmark competitors, identify audience-specific strengths and weaknesses, and understand how consumer perceptions differ across product areas and demographic groups.
Explore more personal care brand data
These rankings provide a selected view of YouGov BrandIndex data for personal care brands in Hong Kong. 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.