Dove is America’s top personal care brand. Why, and what other brands are Americans considering?Download report

Personal care is a highly competitive space, with haircare, skincare and other daily essentials vying for consumer trust and a spot in their bathrooms.

In YouGov’s Beauty standards: US personal care brand rankings 2025, we reveal the personal care brands American consumers are most likely to consider, which ones are gaining momentum, and what drives purchase decisions across generations.

Download the full report to unmask:

  • What brands join Dove as the most considered personal care brands in America?
  • Which brand saw the biggest jump in consideration this year?
  • How do Gen Z, Millennials, Gen X, and Baby Boomers differ in personal care choices?
  • What factors matter most when buying from a personal care brand?
  • Who are “youth-conscious” Americans, and what do personal care brands need to know about them?
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