In the first part of YouGov’s U.S. personal care and beauty rankings 2026, Dove (skin care) topped the list as the most considered brand among U.S. gen pop.
In this article, YouGov BrandIndex data shows how brand consideration shifts based on generation, looking at the top 10 for Gen Z, Millennial, Gen X and Baby Boomers+ women.
Gen Z women’s 10 most considered personal care brands
Dove (skin care) leads among Gen Z women at 54.1%, with Colgate close behind at 53.7%. Dove (hair care) ranks third at 49.0%, followed by Vaseline at 46.0% and CeraVe at 41.3%.
Nivea (34.5%), e.l.f Cosmetics (34.3%), Sephora (31.7%), L’Oréal Paris (skin care) (30.4%) and L’Oréal Paris (hair care) (30.4%) complete the top 10.
Millennial women’s 10 most considered personal care brands
Dove (skin care) again ranks first, with 50.2% Consideration among Millennial women. Dove (hair care) follows at 41.8%, ahead of Colgate (39.8%), Vaseline (37.2%) and Crest (37.0%).
Bath & Body Works ranks sixth (35.6%), followed by CeraVe (34.9%), Neutrogena (33.6%), Secret (32.9%) and e.l.f Cosmetics (32.5%). While Millennials and Gen Z have a lot of crossovers in their top 10, Bed & Body Works, Crest, Neutrogena and Secret feature in this top 10 but not among Gen Z women.
Gen X women’s 10 most considered personal care brands
Among Gen X women, Dove (skin care) leads at 50.1%. Secret ranks second (42.2%), followed by Crest (40.7%), Colgate (39.3%) and Olay (38.6%).
Bath & Body Works (37.0%) and Maybelline (36.6%) follow, ahead of Dove (hair care) (35.7%), Neutrogena (35.6%) and Cover Girl (32.6%). Secret and Olay hold notably higher ranks here than they do among Gen Z or Millennial women.
Baby Boomers+ women’s 10 most considered personal care brands
Dove (skin care) leads Baby Boomers+ women at 45.4%, completing a sweep of the top spot across all four generations. Crest follows (41.7%), then Olay (40.2%), Maybelline (35.9%) and Secret (34.7%).
Colgate also records 34.7%, followed by Neutrogena (33.3%), Vaseline (30.5%), Pantene (29.6%) and Dove (hair care) (29.5%). Crest and Olay rank second and third here, while Pantene appears in the Baby Boomers+ top 10 but not the other three cohorts’ top 10s.
Methodology
This article draws on YouGov BrandIndex data from October 1, 2025 to September 30, 2026 among U.S. women. The generational bases are Gen Z women (n> 1,200), Millennial women (n> 2,100), Gen X women (n> 2,000) and Baby Boomers+ women (n> 3,500). Baby Boomers+ includes the Baby Boomer and Silent generations.
Consideration is the percentage of respondents who would consider a brand the next time they are in the market. 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 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
These generational rankings build on YouGov’s U.S. personal care and beauty brand rankings 2026, adding a closer look at how Consideration varies across women’s age cohorts. Further BrandIndex analysis can compare relevant brands, audiences and other brand-health metrics.
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