YouGov BrandIndex reveals which personal care and beauty brands are most considered by luxury shoppers, and where their preferences diverge from the wider UK population.
The third article in YouGov's UK personal care and beauty rankings series follows the main Consideration ranking and the women-by-generation analysis.
While luxury shoppers are more likely to pay extra for quality and high-end products, their consideration sets are still dominated by many familiar personal care and oral care brands. Comparing their preferences with those of all UK adults highlights notable differences in the brands they are most likely to consider.
Which personal care and beauty brands lead among luxury shoppers?
Colgate tops the most-considered list of brands among luxury shoppers, with 47.8% saying they would consider it the next time they are in the market. Dove follows at 44.8%, then Oral-B at 40.7%, Nivea at 36.5% and Sure at 32.7%.
The top five brands mirror the most considered brands for all UK respondents, highlighting the universal applicability of these brands.
Vaseline ranks sixth at 31.6%, followed by Sensodyne at 29.0%, No7 at 28.8%, L’Oréal Paris at 27.9% and Gillette at 26.5%.
Which brands appeal more strongly to luxury shoppers than to UK adults overall?
Looking at the difference in consideration among luxury shoppers compared to the general population shows a significantly different story. L’Oréal Paris records 27.9% consideration among luxury shoppers versus 15.7% among UK adults overall a 12.2-percentage-point difference. Dior stands at 17.9% versus 9.2%, a gap of 8.7 points.
Dove is 8.1 points higher among luxury shoppers (44.8% versus 36.7%), Oral-B is 7.6 points higher (40.7% versus 33.1%), and Vaseline is 7.0 points higher (31.6% versus 24.7%). L’Oréal Paris Makeup, No7 and Dettol also record a difference of 6.5, 6.5 and 5.7 points respectively.
Most improved brands among luxury shoppers: Which personal care brands recorded the greatest year-on-year uplift
Looking at year-on-year movement, Sure records the largest increase among luxury shoppers, up 3.8 percentage points. No7 follows at 2.9 points, with L’Oréal Paris Makeup up 2.5 points and Avon up 2.2 points.
Simple and Corsodyl each gain 1.9 points, while Radox gains 1.8 points.
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Methodology
This article uses YouGov BrandIndex data for UK adults and the luxury shoppers audience from 1 October 2025 to 30 September 2026. The comparison period used in the improvers analysis is 1 October 2024 to 30 September 2025.
Luxury shoppers are defined as consumers who actively choose and pay more for high-end, luxury, or superior-quality goods and services rather than primarily choosing the lowest price.
The lowest current-period brand-level samples in the supplied ranking exports are n>7,813 for UK adults and n>368 for luxury shoppers; the previous-period luxury shoppers minimum is n>395. Consideration is reported as a percentage. Consideration is calculated based on respondent’s answer to the question: “When you are in the market next to purchase health & beauty/cosmetics & skincare products, from which of the following would you consider buying?” Figures are displayed to one decimal place.
This analysis compares brand consideration among luxury shoppers with the UK adult population using YouGov BrandIndex data from 1 October 2025 to 30 September 2026.
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 brand tracking tool measuring consumer perceptions across markets and sectors. Its measures help brands monitor consideration, benchmark competitors and examine audience differences over time.
Explore more health and beauty brand data
The luxury shoppers analysis adds an audience lens to YouGov’s UK health and beauty rankings. For a fuller view, explore the main ranking, generational differences among women, Value and Quality perceptions, and other relevant audience cuts.
Request a BrandIndex demo or health and beauty brand briefing to explore the category in more detail.
