Colgate, Dove and Nivea have been named the UK’s top personal care brands in an annual ranking by YouGov UK.
The toothpaste brand topped the research company’s UK personal care brand rankings 2025, which found that 44.8% of consumers said they were considering Colgate for their next personal care purchase.
However, skin care brands Dove and Nivea came in the second and third spot, with a score of 36.6% and 34.1% respectively, “underscoring the strong presence of skin care brands in the personal care category,” the report said.
Meanwhile, Vaseline showed the strongest gains year-on-year, with a 2.9% increase in consideration.
The Unilever-owned brand also ranked third among the top considered brands for Gen Z, behind only Colgate and Nivea.
“YouGov’s tracking shows Colgate taking the lead, and well-established skin care brands such as Dove and Nivea following closely,” Sarika Rana, Head of Consumer Insights at YouGov UK, told Cosmetics Business.
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