NEW YORK — YouGov’s 2025 personal care brand rankings, released today, spotlight personal care brands that best reflect the identity and values of “youth-conscious Americans.”
"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," says Ashley Brown, senior director at YouGov America.
“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," says Brown.
Among YouGov's findings:
- Dove (Skincare) is considered by close to half (47%) of U.S. consumers for their next personal care purchase. The Dove brand also rates as the 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.
- Gen Z favors Colgate, while Millennials and Gen X consumers prefer Dove (Skincare). Boomers lean toward Kleenex.
- CeraVe (+3 points) and Nivea (+2 points) are the top improvers year-on-year. Each ranks 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, and between the ages of 25 and 34.
For marketers, Brown says, the challenge is balancing authenticity with innovation to stay relevant in a category where perception and performance are deeply intertwined.
