YouGov BrandIndex data shows Dettol, Dove and Oral B leading current Consideration among Singapore consumers, while women’s generation results point to younger skews for brands such as Nivea, Sephora and Kotex and an older skew for Oral B.
Dettol leads YouGov’s Singapore beauty & personal care rankings 2026, ahead of Dove and Oral B. But the women’s age-group data shows that Consideration does not look the same across every audience.
Drawing on YouGov BrandIndex data from 1 October 2025 to 30 September 2026, YouGov Singapore’s most considered beauty & personal care brands 2026 examine which brands consumers would consider the next time they are in the market for personal care, cosmetics or skincare products.
The analysis begins with the overall Singapore ranking, then looks at how selected brands perform among women across Gen Z, Millennials, Gen X and Baby Boomer+, including where the largest high-low gaps appear.
In this article, we cover:
- Top 10 Singapore beauty & personal care brands by Consideration
- How Consideration differs among women by generation
- Where specific brands show the largest differences across women’s generations
- Methodology behind the rankings
Which beauty & personal care brands lead on Consideration?
Dettol, the Reckitt-owned hygiene brand, ranks first, with 31.0% of Singapore consumers saying they would consider the brand. Dove follows at 27.9%, while Oral B ranks third at 24.6%.
Nivea places fourth at 20.6%, followed by Cetaphil at 18.3%. Gillette ranks sixth at 17.8%, while The Body Shop and Sephora follow at 17.4% and 16.8%, respectively. Kirei Kirei ranks ninth at 16.0%, and Head & Shoulders completes the top 10 at 15.6%.
The leading brands span several parts of the category. Hygiene, oral care, skincare, grooming, beauty retail, hand and body care, and hair care brands all appear in the top 10.
Dettol leads by 3.1 points over Dove, but the bigger story is the mix: hygiene, personal care, oral care and skincare brands all sit in the top four, showing that Consideration in this category spans very different routines.
How does Consideration differ among women by generation?
The women’s generational comparison shows how selected brands perform across age groups. Among Gen Z women in Singapore, Dove records the highest Consideration in the table at 31.9%, followed by Nivea at 28.8% and Kotex at 24.1%.
Dettol leads among Millennial women, Gen X women and Baby Boomer+ women. It records Consideration of 30.0% among Millennial women, 25.9% among Gen X women, and 30.6% among Baby Boomer+ women.
Nivea records 28.8% Consideration among Gen Z women and 22.9% among Millennial women, compared with 14.3% among Gen X women and 10.8% among Baby Boomer+ women.
Sephora also performs more strongly among younger women in the comparison, at 23.4% among Gen Z women and 23.2% among Millennial women, compared with 10.3% among Gen X women and 10.4% among Baby Boomer+ women.
Kotex is another brand with a clear younger skew. Consideration stands at 24.1% among Gen Z women and 25.2% among Millennial women, compared with 17.4% among Gen X women and 5.3% among Baby Boomer+ women.
Where do the biggest generational differences in Singaporean women appear?
This gap analysis highlights the brands with the widest differences across the four women’s generations shown. Looking across the four women’s generations, Kotex has the widest gap among the selected brands: 25.2% among Millennial women compared with 5.3% among Baby Boomer+ women, a 19.9-point difference.
Nivea also shows a clear younger skew, with Consideration of 28.8% among Gen Z women and 10.8% among Baby Boomer+ women, an 18.0-point gap. Sephora follows a similar pattern, standing at 23.4% among Gen Z women and 23.2% among Millennial women, compared with 10.3% among Gen X women and 10.4% among Baby Boomer+ women.
Other brands show different patterns. Estée Lauder and Shokubutsu record their highest values among Baby Boomer+ women, while Head & Shoulders is highest among Millennial women in the comparison. Oral B’s strongest value is also among Baby Boomer+ women, at 28.8%.
The generational analysis shows not only which brands lead across Singapore consumers, but also which names become more prominent when the analysis turns to different age groups of women.
Reach out to our expert researchers to learn more about competitor benchmarks, audience cuts and additional BrandIndex metrics for the brands most relevant to your category question.
Explore personal care brand rankings 2026 across other APAC markets: Australia, Hong Kong, Indonesia, and Thailand.
Methodology
This article draws on YouGov BrandIndex data collected in Singapore from 1 October 2025 to 30 September 2026.
Consideration is reported as the percentage of respondents who would consider a brand the next time they are in the relevant market. For Personal Care brands, respondents are asked: “When you are next in the market to purchase personal care products, from which of the following would you consider purchasing?” For Cosmetics and Skincare brands, respondents are asked: “When you are in the market next to purchase Cosmetics and Skincare products, from which of the following would you consider purchasing?”
The overall rankings are based on Singapore consumers. The women’s generation analysis is based on women in Singapore and compares Gen Z, Millennials, Gen X and Baby Boomers+.
Minimum current-period weighted sample sizes are n>5,200 for the overall ranking, n>400 for Gen Z women, n>900 for Millennial women, n>980 for Gen X women and n>320 for Baby Boomer+ women.
Figures are rounded to one decimal place. Generation gaps are calculated as the difference between a brand’s highest and lowest Consideration values across the four women’s generations shown.
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. It helps marketers monitor brand health, benchmark competitors, identify audience-specific strengths and weaknesses, and understand how perceptions change over time.
Explore more beauty & personal care brand data
These rankings provide a selected view of YouGov BrandIndex data for personal care and beauty brands in Singapore. A deeper analysis can show how these brands perform across additional audiences, competitor sets and brand-health metrics.
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