Surprising No.1 Drugstore Skincare Brand in America: Top 10 Revealed

Intro

Intro — I’ll be honest — I fully stand by drugstore skincare. It’s affordable, effective, and part of many daily routines. Most households keep familiar staples like a liquid hand soap or a jar of petroleum jelly on hand.

Which brands do Americans actually prefer?

Using YouGov’s Q1 2025 data, which measures awareness and favorability among U.S. adults, here are the most popular drugstore skincare and cosmetics brands.

Counted down from #10:

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#10. Secret

#10. Secret — Percent of Americans who have heard of it: 94%

Percent of Americans who like it: 56%

My take: Secret just makes the list. It’s a longtime personal care staple people trust for reliable performance, though it lacks the buzz of newer natural deodorant brands. That likely explains its lower placement.

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#9. Cetaphil

#9. Cetaphil — Percent of Americans who have heard of it: 84%

Percent of Americans who like it: 57%

My take: Cetaphil is simple, fragrance-free, and gentle—great for sensitive skin or anyone starting a basic skincare routine. It’s dependable rather than innovative, which fits its mid-list ranking.

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#8. Aveeno

#8. Aveeno — Percent of Americans who have heard of it: 88%

Percent of Americans who like it: 58%

My take: Aveeno’s oat-based formulations soothe dry and sensitive skin. The Daily Moisturizing Lotion is a personal favorite and one that many people rely on for gentle care.

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#7. Nivea

#7. Nivea — Percent of Americans who have heard of it: 88%

Percent of Americans who like it: 59%

My take: Nivea’s rich moisturizing creams deliver noticeable softness and value. The brand feels classic and effective, which explains why many shoppers keep coming back.

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#6. Softsoap

#6. Softsoap — Percent of Americans who have heard of it: 86%

Percent of Americans who like it: 62%

My take: Softsoap is a bathroom staple for many. Affordable and pleasantly scented, it performs as expected, and its consistency and familiarity keep shoppers loyal.

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#5. Olay

#5. Olay — Percent of Americans who have heard of it: 92%

Percent of Americans who like it: 63%

My take: Known for effective anti-aging products at accessible prices, Olay appeals across age groups. Its reputation for results helps it remain relevant on drugstore shelves.

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#4. Gold Bond

#4. Gold Bond — Percent of Americans who have heard of it: 93%

Percent of Americans who like it: 63%

My take: Gold Bond’s formulations are particularly effective for dry or irritated skin. Its strong performance shows that many consumers prioritize results over packaging or trends.

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#3. Bath & Body Works

#3. Bath & Body Works — Percent of Americans who have heard of it: 94%

Percent of Americans who like it: 64%

My take: Bath & Body Works delivers memorable scents and seasonal favorites. While some find it nostalgic, others return for standout hand soaps and lotions that smell great and perform well.

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#2. Neutrogena

#2. Neutrogena — Percent of Americans who have heard of it: 95%

Percent of Americans who like it: 65%

My take: A dermatologist-recommended brand, Neutrogena covers everything from acne treatments to sunscreens. Products like the Hydro Boost line modernized the brand and boosted its popularity.

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#1. Vaseline

#1. Vaseline — Percent of Americans who have heard of it: 99%

Percent of Americans who like it: 80%

My take: Topping the list, Vaseline is iconic and versatile. Whether used for intense moisturization, minor wound care, or lip protection, its practicality and affordability make it a household favorite.

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Summary

Summary — There you have it: the ten drugstore skincare brands Americans favor most, according to YouGov’s latest data. The list highlights a mix of timeless staples and trusted drugstore innovators.

Vaseline’s dominance isn’t surprising given its versatility, but it’s notable that familiar names like CeraVe and Dove did not appear on this particular ranking.

What do you think? Which drugstore skincare brand or product is your go-to? Share your favorite in the comments.

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