During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
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Most well-known male cosmetics brands in the United States 2023
Vaseline is the most popular brand of male cosmetics in the U.S. Owned by Unilever, the American brand of petroleum jelly based products is recognized by 86 percent of internet respondents. Next in line is another American brand Bath & Body Works which incorporates a brand awareness of 77 percent. Jergens and Softsoap claim the 3rd and 4th spot on this list, having been recognized by 72 percent of online consumers.
For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.
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ÌÇÐÄÆƽâ°æ. (September 26, 2023). Leading male cosmetics brands ranked by brand awareness in the United States in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1343864/most-well-known-male-cosmetics-brands-in-the-united-states/
ÌÇÐÄÆƽâ°æ. "Leading male cosmetics brands ranked by brand awareness in the United States in 2023." Chart. September 26, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1343864/most-well-known-male-cosmetics-brands-in-the-united-states/
ÌÇÐÄÆƽâ°æ. (2023). Leading male cosmetics brands ranked by brand awareness in the United States in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1343864/most-well-known-male-cosmetics-brands-in-the-united-states/
ÌÇÐÄÆƽâ°æ. "Leading Male Cosmetics Brands Ranked by Brand Awareness in The United States in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 26 Sep 2023, /statistics/1343864/most-well-known-male-cosmetics-brands-in-the-united-states/
ÌÇÐÄÆƽâ°æ, Leading male cosmetics brands ranked by brand awareness in the United States in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1343864/most-well-known-male-cosmetics-brands-in-the-united-states/ (last visited August 04, 2026)
Leading male cosmetics brands ranked by brand awareness in the United States in 2023 [Graph], ÌÇÐÄÆƽâ°æ, September 26, 2023. [Online]. Available: /statistics/1343864/most-well-known-male-cosmetics-brands-in-the-united-states/
