Dove has been named the top brand in YouGov’s 2025 US personal care brand rankings, released today by YouGov, the global leader in research and data analytics. The study highlights which household and skincare brands consumers are most likely to choose, with a special focus on “youth-conscious Americans” for whom personal care reflects identity and values rather than routine.
Key Findings
- Dove (Skincare) leads the market: with 47% of US consumers considering the brand for their next personal care purchase, buoyed by being rated as a cosmetics category leader for brand authenticity. Kleenex (41%) and Colgate (40%) follow closely.
- Gender differences are pronounced: Vaseline, Gillette, Head & Shoulders, and Dove Men+Care over-index among men, while Maybelline, Secret, and Neutrogena are stronger among women.
- Generational divides are clear: younger consumers lean toward Colgate and Nivea, while older groups prefer Crest and Olay.
- Top brands by generation: Gen Z favors Colgate (51% consideration), Millennials (52%) and Gen X (49%) prefer Dove (Skincare), while Baby Boomers lean toward Kleenex (49%).
- CeraVe (+3 points) and Nivea (+2 points) are the top improvers year-on-year: Both rank among top consideration brands for Gen Z, with CeraVe in particular showing strong momentum among Gen Z.
- Youth-conscious Americans (16% of the population) are significantly more likely to be women (55% vs. 18% of gen pop) and to be aged 25–34.
- 92% say it is important to look physically attractive (vs. 58% gen pop).
- 65% use beauty products to prevent aging (vs. 40% gen pop).
- Gen Z and Millennials in this group are more likely to prioritize natural and organic ingredients (20%), while older generations emphasize cruelty-free products (11%).
“Personal care has become a statement of identity, especially among younger consumers who are redefining what it means to ‘look good’ and ‘feel good.’ Brands like Dove and CeraVe succeed because they bridge trust, ingredient quality, and broad appeal across generations. Our data shows that youth-conscious Americans are pushing the market toward natural, organic, and anti-aging solutions, while heritage brands remain anchors of familiarity. For marketers, the challenge is balancing authenticity with innovation to stay relevant in a category where perception and performance are deeply intertwined,” said Ashley Brown, Senior Director at YouGov America.
The 2025 US personal care brand rankings are sourced from YouGov BrandIndex, based on nationally representative data collected between September 1, 2024, and August 31, 2025, from more than 17,500 US adults. Generational and attitudinal insights are powered by YouGov Profiles, which draws on the company’s global panel of more than 30 million members.
For more information, visit yougov.com.
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For further information, visit yougov.com