Bath & Body Works named most trusted beauty brand by Morning Consult
The report measured trust across more than 3,200 brands, using an average of over 10,000 survey responses per brand each year.
UK – Bath & Body Works was named the top brand in the cosmetic and beauty category in Morning Consult’s 2026 Most Trusted Brands report and ranked sixth overall among brands trusted most by women.
The company said the recognition reflects a long-term effort to earn consumer confidence through products that perform well and use ingredients the brand says it stands behind.
Bath & Body Works described itself as part of everyday routines, from hand soap at the kitchen sink to candles on the nightstand, suggesting its products are closely tied to how people care for themselves and their homes.
Morning Consult’s 2026 data covers the period from January through May 2026. Respondents were asked how much they trust each brand “to do what is right,” and the rankings were based on net trust, which compares the share of people who said they trust a brand “a lot” or “some” with the share who said “not much” or “not at all.”
The study also highlighted several other brands in the beauty and personal care sectors. Dove was named the most trusted personal care brand and ranked third among Gen Z, second among Millennials, and eleventh among Gen X.
Meanwhile, CeraVe ranked fourteenth with Gen Z, while Fenty Beauty and Aquaphor were noted for strong year-over-year gains among younger consumers.
Among brands women trust most, e.l.f. posted the biggest year-over-year increase, rising 13.1 points.
The wider list also included Maybelline, Olay, CoverGirl, L’Oréal, Ulta Beauty, Sally Beauty, Burt’s Bees, Revlon, and Bath & Body Works.
The report’s overall message is that trust remains a powerful marker of brand strength. In that context, Bath & Body Works’ placement suggests it has built a durable reputation with consumers, especially in a category where familiarity, performance, and everyday use can strongly shape loyalty.
A news-style paraphrase would be: Bath & Body Works emerged as the leading cosmetic and beauty brand in Morning Consult’s 2026 trust rankings, while also landing sixth among the brands women trust most.
The result comes from a broad survey of thousands of brands and underscores the company’s long-standing consumer appeal across personal care and home fragrance.
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