Today’s personal care market is a diverse landscape catering to the distinct preferences of both men and women. Gender-neutral brands are increasingly popular, with personalization, inclusivity, sustainability, and ethical sourcing key to customer discovery and loyalty.

Using E-Score Brand, we identified personal care brands with a strong profile among the 18-49 consumer demo. Each brand exceeds the Personal Care Category Average for Brand Consideration, Brand Appeal, Positive Brand Buzz, and Better Than Competitors. Both mainstream (above average Awareness) and emerging (below average Awareness) personal care brands are included.

1. For Your Consideration: 10 Personal Care Brands (among Women 18-49)

Huda Beauty (+ above Personal Care Avg): Influential (+15), Trend-Setter (+11), Innovative (+6)

• Influencer, Huda Kattan disrupted the beauty industry in 2013 with the launch of Huda Beauty – making it one of the fastest-growing brands in the world with a following of over 54 million on Instagram. Through engaging social media content, the brand showcases its innovative products and provides how-to tutorials, empowering consumers to achieve bold, glamorous looks.

Huda Beauty (+ above Personal Care Avg): I identify with (+28), Proud to be associated with (+23)

• Huda Beauty’s inclusive approach, offering a wide range of products in a variety of shades to suit all skin tones and types has helped grow the brand among consumers who have traditionally felt excluded by the beauty industry.

Huda Beauty (+ above Personal Care Avg): Sustainable (+4), Cares about making a positive difference in the world (+16)

• Huda Beauty offers products using natural ingredients, sustainable packaging, and production is done in a robotic-only warehouse to help reduce the company’s carbon footprint. The brand is also cruelty-free and does not test its products on animals. 

2. For Your Consideration: 10 Personal Care Brands (among Men 18-49)

Kiehl’s (+ above Personal Care Avg): Trustworthy (+14), Classic (+6), Safe (+3), Informative (+3)

• The Kiehl’s brand has been around since 1851 and this rich history and longevity has contributed to the brand’s sense of authenticity and trustworthiness. Their dermatologist-tested, clinically-proven products also highlight a commitment to transparency.

Kiehl’s (+ above Personal Care Avg): Would try new products (+39), Innovative (+7), High-Quality (+4), Cutting Edge (+3)

• Kiehl’s is always experimenting with new, effective ingredients. They were early adopters of retinol, ceramides, and squalene, which are all now anti-aging staples. Kiehl’s has also embraced the digital age with personalized shopping experiences and NFT items such as virtual hair care preparations all available in the metaverse.

Kiehl’s (+ above Personal Care Avg): Sustainable (+1), Cares about making a positive difference in the world (+37)

• Kiehl’s is committed to sustainable practices, using recycled packaging and supporting environmental causes. The brand is also cruelty-free and does not test its products on animals. 

3. Brand x Celebrity Partnership: Neutrogena x Jenna Ortega (among F 18-49)

Where is there shared synergy between Jenna Ortega and Neutrogena?

• There is a lot to like about the partnership between Neutrogena and Jenna Ortega. Both perform above their respective averages for important metrics like awareness, appeal, fan passion, and trust among the key 18-49 female consumer demo.

How does Jenna Ortega elevate the Neutrogena brand?

• As Neutrogena looks to engage with Gen Z and Millennial women, Jenna provides a boost for key qualities such as Influential, Inspirational, and Unique – three attributes where Neutrogena underperforms the Personal Care Category Average.

What does Jenna Ortega bring to the table as an endorser for Neutrogena?

• Neutrogena is clearly looking to capitalize on Jenna Ortega’s emergence as one of the hottest talents under 25. Jenna already stars in the fan favorite Netflix series Wednesday and she will join Michael Keaton in Beetlejuice 2   this fall. Among 18-49 female consumers, Jenna provides the following strengths to the Neutrogena brand: strong endorsement power, strong social media buzz, she is talented, she is cute, and she is interesting – all metrics where she outperforms the Female Spokesperson Category Average by double-digits.

In the dynamic personal care market of 2024, brands are embracing diversity and inclusivity to cater to the evolving preferences of consumers. Using insights from E-Score Brand, we were able to identify the brands resonating strongly with the 18-49 demographic, helping you make informed choices and connect with your target audience effectively.

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