Bath & Body Works Named Most Trusted Brand by Morning Consult

Bath & Body Works was ranked first in the cosmetic and beauty category on Morning Consult’s 2026 Most Trusted Brands Report and sixth overall among the most trusted brands for women. 

This year’s analysis spans over 3,200 brands measured, with an average of over 10,000 surveys per brand per year. 

A Bath & Body Works spokesperson commented,

“Being recognized as one of the Most Trusted Brands of 2026 means a great deal to us. Trust is something we’ve built over decades of showing up for consumers with products that work, formulated with ingredients we stand behind. From the hand soap by the kitchen sink to the candle on the nightstand, Bath & Body Works is part of how people take care of themselves and their homes.”

The 2026 data reflects January through May 2026. 

For every brand tracked, survey respondents are asked “How much do you trust this brand to do what is right?” 

Morning Consult’s Most Trusted Brands rankings are determined by net trust, or the share of respondents who said they trust each brand to do the right thing “a lot” or “some” minus the share who said “not much” or “not at all.”

The surveys for this study were conducted between January 1 and May 15, 2026. Year -Over-Year comparisons reference the same window in 2025. 

Beauty & Personal Care Winners

Other listed brands include Dove as the Most Trusted Personal Care brand, which also ranked third as a trusted brand by Gen Z, second by Millennials, and eleventh by Gen X.

Gen Z also trusts CeraVe, as it ranked fourteenth. Fenty Beauty and Aquaphor were standouts in YoY growth for Gen Z consumers. 

As for brands that Women trust the most, e.l.f. saw the most YoY growth, increasing by 13.1 points. The rest of the list includes Maybelline, Olay, CoverGirl, L’Oreal, Ulta Beauty, Sally Beauty, Burt’s Bees, Revlon, and Bath & Body Works.