According to the source, brands are ranked by net trust rating, which consists of the difference between the share of respondents trusting each brand to do the right thing and the share of those not trusting.
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Most trusted beauty and personal care brands among U.S. Gen Z 2023
Vaseline ranked first as the most trusted beauty and personal care brand among Generation Z adults in the United States in 2023. The brand, owned by Unilever, scored 47.01 in the net trust index. Dove followed with a score of 43.05 points.
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Morning Consult. (May 24, 2023). Most trusted beauty and personal care brands among Generation Z adults in the United States as of 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/1391703/most-trusted-beauty-and-personal-care-brands-among-gen-z-us/
Morning Consult. "Most trusted beauty and personal care brands among Generation Z adults in the United States as of 2023." Chart. May 24, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/1391703/most-trusted-beauty-and-personal-care-brands-among-gen-z-us/
Morning Consult. (2023). Most trusted beauty and personal care brands among Generation Z adults in the United States as of 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/1391703/most-trusted-beauty-and-personal-care-brands-among-gen-z-us/
Morning Consult. "Most Trusted Beauty and Personal Care Brands among Generation Z Adults in The United States as of 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 24 May 2023, /statistics/1391703/most-trusted-beauty-and-personal-care-brands-among-gen-z-us/
Morning Consult, Most trusted beauty and personal care brands among Generation Z adults in the United States as of 2023 ÌÇÐÄÆƽâ°æ, /statistics/1391703/most-trusted-beauty-and-personal-care-brands-among-gen-z-us/ (last visited August 01, 2026)
Most trusted beauty and personal care brands among Generation Z adults in the United States as of 2023 [Graph], Morning Consult, May 24, 2023. [Online]. Available: /statistics/1391703/most-trusted-beauty-and-personal-care-brands-among-gen-z-us/
