YouGov BrandIndex data reveals which personal care and beauty brands are most considered by Gen Z, Millennials, Gen X and Baby Boomers+ women in the UK.
Following the first part of YouGov’s personal care and beauty brand rankings 2026, this analysis looks at how brand consideration differs among women across generations.
Drawing on YouGov BrandIndex data, the findings show that Colgate leads among Gen Z women, Dove ranks first among Millennial and Gen X women, and No7 leads among Baby Boomers+ women.
How does personal care and beauty consideration vary by generation?
Colgate, Dove, Nivea, Sure, Oral-B and Simple feature among the top 10 brands across all four generations, although their positions differ.
Among Gen Z women, Colgate ranks first at 44.4%, followed by Dove (41.8%) and Vaseline (39.6%). Nivea, Maybelline, Simple, Sure, NYX, Oral-B and L’Oréal Paris complete the top 10.
Among Millennial women, Dove ranks first at 41.1%, narrowly ahead of Colgate (40.9%). Nivea, Oral-B, Sure, Maybelline, Vaseline, Simple, No7 and Rimmel also feature in the top 10.
Among Gen X women, Dove leads at 45.0%, followed by Colgate (43.6%) and No7 (41.5%). Nivea, Sure, Oral-B, Simple, Vaseline, Sensodyne and Maybelline complete the top 10.
Among Baby Boomers+ women, No7 ranks first at 42.0%, ahead of Dove (39.2%) and Colgate (36.5%). Nivea, Sensodyne, Sure, Oral-B, Kleenex, Simple and Andrex round out the top 10.
Which brands show the largest differences in consideration across generations?
No7 records consideration of 21.4% among Gen Z women, rising to 28.7% among Millennial women, 41.5% among Gen X women and 42.0% among Baby Boomers+ women.
Maybelline records consideration of 35.4% among Gen Z women, compared with 16.0% among Baby Boomers+ women. NYX shows a similar difference, with consideration of 27.9% among Gen Z women and 2.0% among Baby Boomers+ women.
Vaseline records consideration of 39.6% among Gen Z women and 30.8% among Millennial women, compared with 27.1% among Gen X women and 19.9% among Baby Boomers+ women.
Which personal care and beauty brands lead among Gen Z women?
Colgate tops the ranking among Gen Z women, with 44.4% saying they would consider the brand. Dove and Vaseline follow closely behind, while Nivea and Maybelline complete the top five. The ranking blends trusted everyday essentials with beauty-focused brands, highlighting how younger women balance practicality with appearance-led products
Which personal care and beauty brands lead among Millennial women?
Millennial women show a particularly close contest at the top of the ranking, with Dove (41.1%) narrowly ahead of Colgate (40.9%). Nivea, Oral-B and Sure round out the top five, suggesting a strong preference for established personal care brands that span multiple routines, from skincare to oral care and hygiene
Which personal care and beauty brands lead among Gen X women?
Among Gen X women, Dove leads with a score of 45.0%, ahead of Colgate (45.6%) and No7. (41.5%) The presence of No7 in third place sets this audience apart from younger generations, indicating a stronger affinity for traditional beauty brands alongside personal care staples such as Nivea and Sure.
Which personal care and beauty brands lead among Baby Boomers+ women?
No7 ranks first among Baby Boomers+ women at 42.0%, ahead of Dove (39.2%) and Colgate (36.5%). Nivea and Sensodyne complete the top five. The combination of No7 and Sensodyne in the leading group points to the enduring appeal of heritage beauty brands and functional personal care products among older consumers.
Methodology
This article draws on YouGov BrandIndex data collected among UK women from 1 October 2025 to 30 September 2026.
Consideration measures the percentage of respondents who would consider buying from a brand the next time they are in the market for products in the relevant category.
The analysis includes Gen Z women (n>484), Millennial women (n>1,209), Gen X women (n>1,055) and Baby Boomers+ women (n>1,155). Figures are rounded to one decimal place.
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 and beauty brands, BrandIndex helps marketers understand how their brand performs across key measures of awareness, consideration, perception, customer experience and recommendation.
BrandIndex can be used to monitor brand performance over time, benchmark competitors and understand how consumer perceptions differ across demographic and behavioural groups.
Explore more personal care and beauty brand data
This generational analysis is one view of the broader personal care and beauty data available in YouGov BrandIndex.
Additional analysis can include competitor benchmarks, audience cuts, year-on-year movement, premium spenders, value, quality and other relevant brand measures.
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