Pure Beauty

The 5 most trusted health and beauty brands in the world

By Becky Bargh | Published: 24-Nov-2021

Trustpilot reviews have revealed the cosmetics brands that have come out on top for consumers

The five most trusted health and beauty brands worldwide have been revealed.

According to personal finance experts at money.co.uk, which collated results from Trustpilot to determine the results, two of beauty’s biggest names were tied at the top of the category.

Colgate and Dove both scored 3.9 out of 5 to be crowned most trusted brands of the sector.

Both are long-serving legacy brands in the beauty arena. Colgate is more than 200 years old, while Dove entered the category in 1957 with its patented cleansing bar.

Snapping at their heels in third place is L’Oréal-owned colour cosmetics brand Maybelline, another long-standing brand of the sector, which was founded in 1914, with a score of 3.7.

Male shaving brand Gillette; legacy brand Nivea; and Japanese beauty house Shiseido were also named among the top most trusted brands.

Mentions from the beauty industry, however, do not end there.

Superdrug, the industry’s second largest pure play retailer behind Boots, was crowned the most trusted retailer across all categories, beating the likes of Tesco and Argos.

Accumulating 4.4 points out of 5, Superdrug was also the highest scoring brand of all the findings, alongside Dior, which took the top spot for the most trusted fashion brand.

The 5 most trusted health and beauty brands

  1. Colgate – 3.9
  2. Dove – 3.9
  3. Maybelline – 3.7
  4. Gillette – 3.2
  5. Nivea – 2.6
  6. Shiseido – 2.6

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