YouGov, a leader in research and data analytics, released its 2025 U.S. personal care brand rankings.

Dove has been named the top brand on the list, and CeraVe and Nivea are the top improvers. 

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.

Ashley Brown, Senior Director at YouGov America, said, 

“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.”

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. 

Brown added, 

“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.”

Key Findings

• 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 the top consideration brands for Gen Z, with CeraVe in particular showing strong momentum among Gen Z.

Rankings were sourced from YouGov Brand Index, based on nationally representative data collected between September 1, 2024, and August 31, 2025, from more than 17,500 U.S. adults. 

YouGov Profiles are powered by generational and attitudinal insights, which draw on the company’s global panel of over 30 million members.