The top 10 trusted skincare, makeup, & haircare brands in Singapore voted by consumers (2020 edition)

The market is saturated with countless beauty brands, which is why finding the right products to suit our needs is akin to searching for a needle in a haystack. While our team at Daily Vanity has smeared, swiped, and tested thousands of products from brands across the globe, so have other beauty enthusiasts all over Singapore. But which are the top trusted beauty brands among these consumers?

To find out, we carried out a large-scale beauty industry consumer market survey – this being the sixth year we’ve run this study. Conducted online in April 2020, a total of 2,303 women and men based in Singapore took part in this research process. In our previous article, we provided insights on the most used and purchased beauty products, most common skin types and beauty concerns, labels that matter most to consumers, and more.

Here, we’ll be taking a closer look at the top 10 trusted beauty brands, spanning skincare, makeup, and haircare. Stay tuned, because we’ll also be giving away an aggregated beauty consumer report for free. Read till the end of the article to find out how you can receive a copy.

Why brand trust is crucial in a time of pandemic

According to Cosmetics Design Asia, the executive vice president of the L’Oreal Group (APAC), Jochen Zaumseil, recently stressed on the importance of brand trust. This is because consumers are likely to fall back on dependable brands in times of crisis, such as the COVID-19 pandemic.

While beauty consumers may enjoy experimenting with new products and brands, Zaumseil believes that the climate of uncertainty would push consumers towards companies that are more established. Brands that deliver quality products at reasonable prices, have constantly received good ratings and reviews, and align with consumers’ social or moral values are typically considered more trustworthy.

To find out if your favourite brand made it on the list, keep reading. Without further ado, here are the top 10 trusted beauty brands in skincare, makeup, and haircare, as voted by consumers.

Trusted beauty brands: Top 10 skincare brands voted by consumers

1. Innisfree (44.16%)

2. Laneige (40.6%)

3. Cetaphil (37.13%)

4. Kiehl’s (36.52%)

5. Clinique (32.52%)

6. Biore (32.22%)

7. The Body Shop (31.39%)

8. SK-II (31%)

9. Fresh (30.44%)

10. Aesop (30.26%)

When it comes to skincare, consumers in Singapore seem to favour Korean brands. Just like in 2019, Innisfree and Laneige take up the first two spots for the most trusted skincare brands. In third place, we have Cetaphil, which occupied the fifth spot on our 2019 list. It has since taken over Kiehl’s in the third spot.

This year, Kiehl’s is positioned in the fourth place, followed by Clinique, Biore, and The Body Shop, and SK-II. Fresh and Aesop, both apothecary-centric brands, occupy the last two spots on our top 10 list.

If your brand is or is not in the ranking, the free report can show you how much your ranking changed from last year, which may give you an indication of how effective your branding campaigns have worked so far. Keep reading to see how you can receive a free copy of the report.

Trusted beauty brands: Top 10 makeup brands voted by consumers

1. Benefit Cosmetics (34.95%)

2. MAC Cosmetics (34.82%)

3. Innisfree (34.56%)

4. Fenty Beauty (33.65%)

5. Maybelline (33.13%)

6. Bobbi Brown (31.39%)

7. Urban Decay (31.13%)

8. Etude House (30.61%)

9. Laneige (30.53%)

10. Dior (29.44%)

Meanwhile, consumers in Singapore largely prefer Western brands when it comes to makeup. Benefit Cosmetics made it to the top of the ranking, as they climbed from second place last year to the top spot, replacing IT Cosmetics. The two other brands that are in the top three list include MAC Cosmetics and Innisfree.

This is followed by Fenty Beauty, Maybelline, Bobbi Brown, and Urban Decay. Etude House and Laneige, both of which are K-beauty brands, take the eighth and ninth positions, while Dior comes in at number 10.

If your brand is or is not in the ranking, the free report can show you how much your ranking changed from last year, which may give you an indication of how effective your branding campaigns have worked so far. Keep reading to see how you can receive a free copy of the report.

Trusted beauty brands: Top 10 haircare brands voted by consumers

1. Dove (19.89%)

2. L’Oreal Paris (18.58%)

3. L’Oreal Professionnel (15.94%)

4. Head & Shoulders (14.94%)

5. Aesop (14.68%)

6. Herbal Essences (14.33%)

7. The Body Shop (14.24%)

8. Innisfree (12.9%)

9. Shiseido Professional (12.33%)

10. Liese (12.03%)

Last year, L’Oreal Paris, Herbal Essences, and Kerastase took the first three spots on our list. This year, consumers in Singapore chose Dove as their top trusted haircare brand, and it was previously not among the top three brands in 2019. This is followed by L’Oreal Paris and L’Oreal Professionnel.

Head & Shoulders, Aesop, Herbal Essences, and The Body Shop are next in line, followed by Innisfree, Shiseido Professional, and Liese, which is primarily a brand that specialises in hair colouring.

If your brand is or is not in the ranking, the free report can show you how much your ranking changed from last year, which may give you an indication of how effective your branding campaigns have worked so far.

In the free report, the data is also further broken down to show you the Korean, Japanese, and drugstore brands that are most trusted by consumers in Singapore. All of the information can be filtered into different age groups, genders, ethnicities, and even job specialisations for a more accurate representation of your brand’s target audience.

Get a free or paid report for deep insights into top trusted beauty brands in Singapore and more

We are happy to send you a free or paid report to allow you to study the results of the survey. Here are a few interesting insights you can derive from our report:

• More details into consumers’ purchasing behaviour in Singapore
• Rankings of most trusted beauty brands across different categories
• Which channels consumers find most credible and can influence their purchasing decision
• Beauty products with the highest growth potential among different categories
• How men research for their grooming needs
• How to prioritise your marketing channels based on consumers’ perceived credibility of these channels

Not sure which beauty industry consumer market report to sign up for? To help you make a better decision, here are the key differences between our free and paid reports:

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