I’ll be honest — I fully stand by drugstore skincare. It’s affordable, effective, and let’s face it: most of us have a Softsoap by the sink or a tub of Vaseline in the cabinet, right?
But which brands do Americans actually like the most?
According to fresh Q1 2025 data from YouGov, which measures both brand awareness and favorability among U.S. adults, these are the most popular drugstore skincare and cosmetics brands.
Let’s count them down from #10:
Follow The Coconut Mama
• For fun lists, healthy living tips, and bar conversation topics, make sure to follow The Coconut Mama. Click here to access The Coconut Mama’s profile page and be sure to hit the Follow button here or at the top of this article!
• Have feedback? Add a comment below!
Shutterstock
Percent of Americans who have heard of it: 94%
Percent of Americans who like it: 56%
My take: Secret barely made the cut, but it’s still one of the most recognizable names in personal care. It’s been around forever, and people trust it to work. That said, it doesn’t have the trendiness of newer deodorant brands, and I think that’s why it ranked lower than others on this list.
Shutterstock
Percent of Americans who have heard of it: 84%
Percent of Americans who like it: 57%
My take:Simple, fragrance-free, and safe for most skin types — especially sensitive ones. I’ve always thought of Cetaphil as a great starter cleanser for anyone trying to get their skin under control. The products are gentle and never irritate my skin, but they’re nothing groundbreaking, so I actually agree with its lower ranking on this list.
Shutterstock
Percent of Americans who have heard of it: 88%
Percent of Americans who like it: 58%
My take: This one’s a personal favorite. Aveeno’s oat-based formulas are super calming and perfect for dry, itchy, or sensitive skin. I use the Daily Moisturizing Lotion pretty much every day — and clearly, I’m not the only one.
Shutterstock
Percent of Americans who have heard of it: 88%
Percent of Americans who like it: 59%
My take: My hands have never been softer than after using Nivea soft moisturizing cream. Nivea is old-school in the best way, and I think people are rediscovering it for how effective and budget-friendly it is.
Shutterstock
Percent of Americans who have heard of it: 86%
Percent of Americans who like it: 62%
My take: I see this brand in almost every bathroom — including mine. It’s affordable, smells good (the warm vanilla & coconut milk is heavenly), and does exactly what it’s supposed to do. I think the familiarity and consistency are why people rate it so highly. It’s the kind of product you buy without even thinking about it.
Shutterstock
Percent of Americans who have heard of it: 92%
Percent of Americans who like it: 63%
My take: Olay’s built its reputation on anti-aging products that deliver results without the hefty price tag. It seems to resonate with all age groups, which helps keep it relevant. I haven’t tried much beyond a basic moisturizer, so I’m a bit neutral on the brand — but with numbers like these, it’s clear they’ve earned their spot.
Shutterstock
Percent of Americans who have heard of it: 93%
Percent of Americans who like it: 63%
My take: Gold Bond formulas seriously deliver — especially for dry or irritated skin. I think its placement this high shows how much people value effectiveness over aesthetics when it comes to body care.
Follow The Coconut Mama
• For fun lists, healthy living tips, and bar conversation topics, make sure to follow The Coconut Mama. Click here to access The Coconut Mama’s profile page and be sure to hit the Follow button here or at the top of this article!
• Have feedback? Add a comment below!
Shutterstock
Percent of Americans who have heard of it: 94%
Percent of Americans who like it: 64%
My take: I have mixed feelings about this one. It reminds me of high school — all the heavily scented lotions and body sprays. But I get the appeal and honestly, their seasonal foaming hand soaps are unmatched. Something about them keeps me coming back for more.
Shutterstock
Percent of Americans who have heard of it: 95%
Percent of Americans who like it: 65%
My take: No shock here. Neutrogena is the dermatologist-approved drugstore favorite for everything from acne to sunscreen. The Hydro Boost line gave them a glow-up in recent years, and people noticed. It’s basic, sure — but in a solid, dependable kind of way.
Shutterstock
Percent of Americans who have heard of it: 99%
Percent of Americans who like it: 80%
My take: This one dominated the rankings — and rightfully so. It’s simple, iconic, and genuinely multipurpose. Whether you’re slugging your skin, healing a cut, or fixing dry lips, Vaseline gets the job done. Everyone knows it, everyone has it, and clearly, everyone loves it.
Shutterstock
So there you have it — the ten drugstore skincare brands Americans love most, based on YouGov’s latest data.
Personally? I’m not shocked Vaseline took the top spot, but I am surprised to see brands like CeraVe and Dove didn’t even make the list.
But the real question is…
What do YOU think? What’s your favorite drugstore skincare brand or product?
Let me know in the comments!
Shutterstock
Leave a Comment