YouGov BrandIndex data shows which personal care brands consumers in Thailand are most likely to consider, and which brands gained ground year over year.
The personal care category spans many everyday decisions: skin care, oral care, hair care, hygiene, baby care, and beauty products all compete for attention in consumers’ routines. In Thailand, the brands that make the shortlist are often those with broad familiarity and clear roles in daily routines
Thailand's most considered personal care brands 2026 use BrandIndex Consideration data from 1 October 2025 to 30 September 2026. The ranking looks at which brands consumers would consider purchasing, alongside year-over-year movement and a separate view of consideration among women.
The results show a category led by familiar skin-care, body-care, oral-care, hair-care, and hygiene names.
In this article, we cover:
- Thailand’s top 10 personal care brands by Consideration
- The personal care brands with the largest year-over-year Consideration gains
- The top 10 personal care brands among women
- Methodology behind the rankings
Which personal care brands lead in Thailand?
Nivea ranks first in Thailand’s personal care Consideration ranking, with a Score of 46.4%. Vaseline follows at 43.6%, putting two skin-care and body-care brands at the top of the table.
Colgate Toothpaste ranks third, with a Score of 34.8%, giving oral care a place in the top three. Sunsilk follows at 33.1%, while Garnier rounds out the top five at 30.7%.
The rest of the top 10 includes Dettol at 29.9%, Protex at 29.4%, Clear at 27.6%, Babimild at 26.8%, and TEPTHAI at 26.4%. The mix of brands underlines the range of products included in the personal care category, from skin and hair care to oral care and hygiene.
Which personal care brands gained most year over year?
L’Oréal Paris records the largest year-over-year Consideration gain in the ranking, rising 1.5 percentage points to a Score of 24.4%. La Roche-Posay follows with a 1.2-point increase, reaching 13.8%
Srichand and Rojukiss each gain 1.1 points, with current Scores of 23.2% and 14.4%, respectively. Vaseline, already second in the overall leaders table, also appears among the biggest improvers, rising 0.9 points to 43.6%.
Several other brands record more modest gains. Mondahmin Mouthwash rises 0.8 points, as do Schwarzkopf and TRESemmé. Senka and Clinique complete the top 10 improvers, each gaining 0.6 points.
The movement table should be read as a ranking of the largest gains in the dataset rather than evidence of dramatic shifts. The biggest increase is 1.5 percentage points, so the year-over-year story is one of incremental movement rather than sharp market disruption.
Which personal care brands lead among women?
Among women, Vaseline ranks first, with a Score of 51.0%. Nivea follows at 47.3%, reversing the order of the top two brands in the overall ranking.
Sunsilk ranks third among women at 33.5%, just ahead of Garnier at 33.3% and Babimild at 33.1%. Colgate Toothpaste ranks sixth, with a Score of 32.9%.
The women’s top 10 also includes Eucerin at 32.8%, Srichand at 32.6%, L’Oréal Paris at 31.7%, and Smooth-E at 29.1%. Compared with the overall leaders table, the women’s ranking brings more skincare and beauty-oriented brands into the top 10, including Eucerin, Srichand, L’Oréal Paris, and Smooth-E.
Overall consideration identifies the broadest leaders in the category, while the women’s ranking highlights a brand mix that is more visibly concentrated around skin care, beauty, and personal-care routines.
Explore personal care brand rankings 2026 across other APAC markets: Australia, Hong Kong, Indonesia, and Singapore.
Methodology
This article draws on YouGov BrandIndex data collected in Thailand from 1 October 2025 to 30 September 2026. Previous-year comparison data covers 1 October 2024 to 30 September 2025.
Consideration is reported as the percentage of respondents who say they would consider purchasing a brand when next in the market for personal care products. Figures are rounded to one decimal place.
The overall ranking and year-over-year improvers table use the total audience.
YouGov BrandIndex. Date: 1 October 2025 to 30 September 2026. Metrics: Consideration – When you are in the market next to purchase Personal care products, from which of the following brands would you consider purchasing?
The minimum sample size across eligible brands is n=8,235 for the total-audience current period and n=7,811 for the total-audience previous period. For the women’s ranking, the minimum sample size across eligible brands is n=4,124.
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. BrandIndex 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 Thailand. 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.