E45, Nivea and Simple have been named the UK’s most recommended beauty brands among consumers, according to a new report.
The skin care brands had a “positive recommend” score among current customers of 84.3%, 77.7% and 76.6% respectively, research by YouGov UK found.
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Skin care brand Liz Earle ranked fourth in the research company’s UK Most Recommended Brands 2026 report with a score of 75.6%.
That was followed by skin care brands Sanex (75.6%), Dove (75.5%) and Clarins for Men (75.4%).
Rounding out the top ten were skin care brand Vaseline (74.6%), deodorant line Mitchum (73.7%) and personal care brand Dettol (73.5%).
Simple was also named the second most improved brand in a ranking that included brands from across industries.
The Unilever-owned brand improved its score from 70.5% last year.
YouGov’s research was based on the responses of current customers of the brands between July 2025 and July 2026, who were asked “which of the following brands would you recommend to a friend or colleague?”.
An estimated 70% of Brits shared an experience of a brand in the past three months, the research found.
Of those that shared an experience, 55% were positive, 36% neutral and 21% negative.
Positive experiences were found to travel further, while negative ones were more likely to reach the brand directly.
Just under half of Brits (45%) shared positive experiences privately, 29% left a review or rating, and 13% posted publicly on social media.
By contrast, only 3% posted negative experiences on social media, and twice as many (7%) contacted brands directly.
“Strong brands are not built on visibility alone,” said Sarah Hutchinson, Group Account Director at YouGov, in the report.
“They earn trust by consistently delivering products, services and experiences that customers are willing to endorse.”
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