Dove leads YouGov’s 2026 U.S. personal care and beauty brand rankings as Vaseline posts biggest gain

Dove leads YouGov’s 2026 U.S. personal care and beauty brand rankings, with 49% of U.S. adults saying they would consider its skin care products the next time they are in the market for personal care and beauty products, according to new YouGov BrandIndex data.

Colgate ranks second overall at 41%, followed by Dove hair care at 39%, Crest at 38% and Vaseline at 38%.

The rankings draw on YouGov BrandIndex data collected from October 1, 2025, to September 30, 2026, and span brands across skin care, hair care, oral care, body care, hygiene and beauty retail.

Key findings:

• Dove skin care leads U.S. personal beauty care brands in Consideration at 49%, followed by Colgate (41%), Dove hair care (39%), Crest (38%) and Vaseline (38%).
• Vaseline records the biggest year-over-year increase in Consideration, rising 3.0 percentage points from 35% to 38%.
• Dove Men + Care gains 2.8 points, while eos rises 2.7 points. Old Spice and Dove skin care each gain 2.2 points.
• Dove skin care also leads on Value, with a net score of 48, followed by Vaseline (44) and Dove hair care (41).
• Dove skin care posts the highest Quality score at 54, ahead of Vaseline (47), Dove hair care (46), Colgate (44) and Crest (42).
• The top 10 most considered personal care and beauty brands spans multiple personal care categories, including skin care, oral care, hair care, grooming and beauty retail, highlighting the breadth of brands competing for consumers’ attention.

“Personal care is an unusually broad and competitive category because it spans products that are part of consumers’ everyday routines,” said Brandy Hecke, vice president at YouGov. “Dove stands out by leading not only on Consideration but also on Value and Quality, while Vaseline’s year-over-year gain shows there is still room for established brands to build momentum in a crowded market.”

Explore the full rankings here.
 

Methodology

This analysis draws on YouGov BrandIndex data collected among U.S. adults from October 1, 2025, to September 30, 2026.

Consideration is the percentage of respondents who say they would consider a brand the next time they are in the market to purchase a personal beauty care product. Value and Quality are reported as net scores.

The biggest improvers ranking compares October 1, 2024, to September 30, 2025, with October 1, 2025, to September 30, 2026. The audience base is U.S. adults, with sample sizes of more than 17,100 for 2026 and more than 17,500 for 2025.

Consideration figures and Value and Quality scores in this release are rounded to the nearest whole number. Year-over-year changes are calculated using the underlying unrounded figures and are shown in percentage points to one decimal place.

Disclosure: The data analysis in this release was conducted by YouGov with the assistance of AI tools.

The report can be downloaded here.

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.