Beauty / news
Dettol Tops Singapore Personal Care Consideration Ranking at 31%
Dettol has been named Singapore's most considered beauty and personal care brand for 2026, with a Consideration score of 31%, ahead of Dove and Oral-B. Preferences shift by age, with Dove leading among Gen Z women.
The Reckitt-owned brand recorded a Consideration score of 31%, which measures the share of consumers who would consider buying a brand the next time they shop for personal care, cosmetics or skincare products.
Dove followed in second place at 27.9%, while Oral-B took third with 24.6%. Nivea ranked fourth at 20.6% and Cetaphil fifth at 18.3%.
Further down the table, Gillette posted 17.8%, ahead of The Body Shop at 17.4% and Sephora at 16.8%.
The findings draw on YouGov BrandIndex data covering the period from 1 October 2025 to 30 September 2026, tracking brand consideration across the Singapore market.
The ranking is not uniform across consumer groups. Dove leads among Gen Z women, while Dettol holds the top position among older female consumers.