Mother’s Day 2026: The beauty brands winning over UK mums

With Mother’s Day approaching in the UK, beauty brands are a familiar feature in seasonal promotions and gift guides.

But which beauty brands are driving resonance among UK mothers, and do they differ from the average beauty spender?

YouGov BrandIndex data suggests that when it comes to beauty spenders, mothers among this group do favour different brands. Looking at Consideration scores, which track whether consumers would think about buying from a brand when next in the market, several brands stand out with noticeable differences.

The largest difference appears for NYX. The brand records a Consideration score of 26.9% among frequent makeup buyers overall, compared with 20.5% among mothers, a gap of 6.4 points - the biggest in the dataset.

Next comes No7, which shows one of the largest differences in the opposite direction. The brand posts a Consideration score of 39.4% among mothers, compared with 34.8% among the broader audience, a 4.6-point gap.

A group of brands follows with differences of around three points. Estée Lauder shows a 3.8-point higher score among mothers (23.9% vs. 20.1%). Max Factor (24.9% vs. 21.6%) and Urban Decay (14.2% vs. 17.5%) both show 3.3-point differences, though in opposite directions.

Lancôme also records a notable difference (20.2% vs. 17.0%, 3.2 points).

Several additional brands show gaps of between two and three points. Clarins (17.4% vs. 14.9%), Avon (11.8% vs. 9.4%), Chanel (18.3% vs. 16.0%) and Charlotte Tilbury (29.6% vs. 31.8%) all fall into this range.

Overall, consideration levels remain broadly similar across the category, but a small group of brands stands out with the most pronounced differences between the two audiences.

Methodology: YouGov BrandIndex tracks daily perceptions of thousands of brands. Rankings are based on the Consideration question: “When you are in the market to buy a product from a cosmetic and skincare brand, from which of the following would you consider?”. Scores are reported as percentages, based on daily UK surveys weighted by age, gender, region, social grade, and ethnicity. Figures cover the period March 10, 2025, to March 10, 2026 with sample size ranging from 918 to 2,092.