YouGov: Dettol tops 2025 personal care brand rankings in HK

Dettol has led as the most preferred personal care brand in Hong Kong in 2025, with 36.8% of consumers considering it for their next purchase.

Sourced from YouGov BrandIndex, the brand tracking and profiling data in this report utilises online, nationally representative data to rank brands based on consideration across gender and age. Consideration scores reflect respondents’ answers to the question: “When you are in the market next to purchase a personal care product, from which of the following would you consider purchasing?”

In Hong Kong, Dettol leads the 2025 rankings, with 36.8% of local consumers considering the brand for their next personal care purchases, along with a brand health index score of 32.4. It achieved scores of 42.7 in impression, 31.4 in quality, 31.4 in value, 34.1 in satisfaction, 20.8 in reputation, and 34.3 in recommendation.

Colgate (toothpaste) closely follows with 33.6% consideration among national representatives, underscoring the strong presence of everyday household staples in the personal care category. It attained a brand health index score of 26, along with scores of 34 in impression, 23.4 in quality, 28.7 in value, 27.5 in satisfaction, 17.2 in reputation, and 25.2 in recommendation.

Ranking third is Mentholatum, with a consideration rate of 29.4%. It achieved a brand health index score of 28, which is slightly higher than Colgate's, along with scores of 37.6 in impression, 25.5 in quality, 30.5 in value, 26.3 in satisfaction, 19.3 in reputation, and 29.1 in recommendation.

The rankings continue with Vaseline in fourth place at 27.7%, followed by Dove at 26.1%, Listerine at 25.7%, Sensodyne (toothpaste) at 23.8%, Darlie at 21.1%, Nivea at 17.6%, and Shiseido at 17.4%.

Increasingly considered personal care brands YOY

On the other hand, Nonio, an oral care brand by the Japanese company Lion, tops this year's list of improvers (+2.2), as its brand consideration has consistently increased from 2021 to 2025. This growth is primarily driven by consumers aged over 35, whose consideration has nearly tripled to 15%.

The rankings continue with Bifesta (+1.7) and Corsodyl (+1.5). The gains are not confined to a single segment - beauty brands such as Estée Lauder (+1.5) and L'Oréal Paris (+1.4) also move up, ranking fourth and fifth, respectively. This highlights that both everyday and premium brands are gaining momentum. Next is Physiogel (+1.3), followed by Neutrogena (+0.9), Lancôme (+0.9), Clarins (+0.9), and finally, Christian Dior (+0.8).

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