YouGov: Pepsodent tops personal care in Indonesia, driven by older consumers

Pepsodent has been named Indonesia’s most considered personal care brand in the YouGov Personal Care Rankings 2025, underscoring its deep-rooted trust among households - particularly those aged 35 and above.

According to YouGov, Pepsodent achieved a consideration score of 41%, placing it ahead of local beauty label Wardah (34.3%) and hygiene brand Lifebuoy (31%). The ranking measures which brands consumers are most likely to consider for their next personal care purchase, based on ongoing tracking through YouGov BrandIndex.

Pepsodent’s enduring relevance among mature consumers highlights how hygiene-led brands continue to anchor Indonesia’s personal care landscape. Its dominance signals a market still grounded in everyday trust and family-centric habits, even as new skincare brands enter the spotlight.

Don't miss: YouGov: Dettol tops 2025 personal care brand rankings in HK

Wardah’s strong second-place finish reflects the continued rise of local and halal beauty brands, built on values of accessibility, authenticity, and innovation. Meanwhile, Dettol (27.2%) and Vaseline (26.1%) round out Indonesia’s top five, reinforcing the broad appeal of brands associated with protection and care.

Overall, the findings reveal that oral care and hygiene remain key pillars of Indonesia’s personal care market. Yet, the growing presence of newer skincare names such as Wardah and Skintific suggests an expanding space for local innovation and premiumisation.

Across the region, Dettol leads in Hong Kong with a consideration score of 36.8%, while Nivea dominates Thailand at 46.5%, reflecting strong consumer trust in long-established international names.

In Hong Kong, Dettol’s leadership extends across all age and gender groups, reinforcing its position as a trusted household name. Colgate follows in second place with 33.6%, while Mentholatum ranks third (29.4%). Vaseline (27.7%) and Dove (26.1%) round out the top five, both recognised for their consistent presence in skincare and hygiene routines.

The dominance of trusted hygiene and skincare brands reflects Hong Kong consumers’ preference for established names associated with cleanliness and protection.

In Thailand, Nivea’s leadership also spans all demographics - ranking first among men, top two among women, and performing consistently across generations. Vaseline follows closely with 42.5%, while Colgate ranks third at 34.7%, reflecting continued confidence in daily hygiene products. Sunsilk (33.8%) and Garnier (32.9%) complete the top five, both well-established names in hair and skincare.

The findings suggest Thai consumers remain loyal to trusted international brands, though the inclusion of local name TEPTHAI in the top ten hints at a growing appetite for homegrown alternatives.

The YouGov Personal Care Rankings 2025 draw insights from YouGov BrandIndex, an ongoing tracker of brand perception and consumer sentiment across international markets. The consideration score represents how likely consumers are to choose a brand for their next personal care purchase, based on responses gathered between 1 September 2024 and 31 August 2025.

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