From the first shower of the morning to the last step of a nightly routine, personal care and beauty brands become familiar fixtures in everyday life, spanning skin care, hair care, oral care, hygiene, and beyond.
YouGov’s U.S. personal care and beauty brand rankings 2026 sources from YouGov BrandIndex to highlight the brands that U.S. adults would consider the next time they are in the market to purchase a personal care or beauty product.
In this article, we’ll cover:
Which personal care and beauty brands are most considered?
Dove (skin care) ranks first in YouGov’s U.S. personal care and beauty brand rankings 2026, with 48.9% of U.S. adults saying they would consider the brand the next time they are in the market.
Colgate follows at 41.3%, while Dove (hair care) ranks third at 38.8%. Crest ranks fourth at 38.3%, narrowly ahead of Vaseline (38.0%).
The top 10 also includes Listerine and Neutrogena at 28.8%, Gillette at 27.8%, CeraVe at 27.5%, and Bath & Body Works at 26.4%.
The leading brands span several CPG categories. Skin care, body care, oral care, hair care, and beauty retail brands are all featured in the top 25, showing that the category’s broad consideration set goes beyond cosmetics and beauty.
Most improved: Which personal care and beauty brands recorded the greatest year-over-year gains?
Vaseline records the largest year-over-year gain in consideration, rising 3.0 percentage points from 34.9% in 2025 to 38.0% in 2026.
Dove Men + Care follows with a 2.8-point gain, moving from 20.8% to 23.6%. eos ranks third, rising 2.7 points from 6.0% to 8.7%.
Dove (skin care) rises 2.2 points, while Dove (hair care) rises 2.1 points. Old Spice also gains 2.2 points.
The rest of the improvers list includes Native (skin care) (+2.1), Aquaphor (+1.8), Bath & Body Works (+1.8), and La Roche-Posay (+1.7).
Which brands stand out on Value and Quality?
Using YouGov BrandIndex, we compared perceptions of Value and Quality among the 25 most considered personal care and beauty brands in the U.S.
Dove (skin care) records the highest Value score at 47.8 and the highest Quality score at 54.2, giving it the strongest combined position across the two perception measures.
Vaseline follows in Value with a net score of 44.3, ahead of Dove (hair care) at 41.2 and Colgate at 33.3. Crest records a Value score of 29.7.
Looking at Quality perception, the top five remain consistent. Vaseline ranks second again with a net score of 47.3. Dove (hair care) again follows at 46.3, ahead of Colgate at 44.3 and Crest at 42.4.
Methodology
This article draws on YouGov BrandIndex data collected from October 1, 2025 to September 30, 2026.
The biggest-improvers ranking compares October 1, 2024 to September 30, 2025 with October 1, 2025 to September 30, 2026.
The Consideration and Value/Quality analyses cover U.S. adults. Minimum base is n> 17,100
Consideration is reported as the percentage of respondents who would consider purchasing each brand the next time they are in the market for beverages. Value and Quality are net scores, calculated from positive and negative brand associations. Changes in Consideration are expressed as score-point differences.
Metric questions:
- Consideration: When you are in the market next to purchase beverages, from which of the following would you consider purchasing?
- Value: Which of the following beverage brands do you think represents good or poor value for money?
- Quality: Which of the following beverage brands do you think represents good or poor quality?
Figures are rounded to one decimal place. Year-over-year change is calculated as current-period percentage minus previous-period percentage and shown in percentage points.
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 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 persoanl care and beauty brand data
This ranking is one view of the broader personal care and beauty data available in YouGov BrandIndex. Additional analysis can compare brands across competitors, audiences, time periods, and other brand-health measures.
Request a CPG brand briefing to explore how consideration, Value, Quality, and other BrandIndex metrics vary across the competitors and audiences that matter most.
