These are Singaporean women's favourite care and retail brands

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Dettol has clinched the title as the top personal care brand among Singaporean women with the highest score of 51.4.

Kirei Kirei is the next most favourably viewed brand among females with a score of 48.6, followed by Dove (42.3), The Body Shop (42.0) and Lifebuoy (41.7).

This was according to YouGov's brand index's ranking. The score was calculated as an average of its impression, quality, value, customer satisfaction, recommendation and consideration.

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L’Oreal Paris (39.9) and Kotex (36.4) also appear in the list, along with other Japanese personal care brands such as Shokubutsu (39.1), Mandom (37.8) and Bifesta (37.1).

Within the retail category, Japanese fashion brand Uniqlo took the top spot with a brand index score of 67.8.

Sporting goods retailer Decathlon takes second place with 45.1 and Nike follows closely with a score of 44.1.

Trailing behind Nike is Adidas (43.0), Marks & Spencer (36.6) and French beauty retailer Sephora (34.0) at sixth place.

The list is rounded out by Takashimaya (32.8), Levi's (32.7), Zara (32.0) and Tangs (28.3).

It's interesting to note that brands that are most favourably viewed among women in Singapore tend to be Japanese brands. In tandem, these brands are known for their sustainability efforts.

Conversations regarding sustainably made fashion have been on the rise with 34% of Singaporeans more likely to buy a fashion item with a label that says its sustainably made.

More specifically, 26% say the label more likely affects their purchase decision while 8% said it is much more likely to do so.

Interestingly, these green labels have the largest impact on millennials of which 37% say that they are more likely to make the final purchase when an item has a label claiming it is sustainably made. Coming in close are the Gen Zs with 36% who feel this way.

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