Dove Tops YouGov’s 2026 U.S. Personal Care & Beauty Rankings

YouGov released its latest U.S. personal care and beauty brand rankings.

According to its BrandIndex Data, Unilever’s Dove tops the chart with 49% of adults considering Dove skincare products. Colgate ranks second with 41%, followed by Dove hair care at 39%, Crest at 38%, and Vaseline at 38%.

Brandy Hecke, vice president at YouGov, said:

“Personal care is an unusually broad and competitive category because it spans products that are part of consumers’ everyday routines. 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.”

Methodology

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

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.

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.

See the full findings here.