Top-100 Beauty brands mentioned on Instagram

Explore how beauty brands have mastered influencer marketing

In 2025, Instagram remains a key field for beauty brands, and the United Kingdom is proof of this. L'Oréal Paris tops the UK ranking with an EMV of £28.6 million, driven by nearly 13,000 contents and 2,969 KOLs — a performance that is also confirmed at the European level, where the brand largely dominates. Charlotte Tilbury fell one place but remains a must with £28.1 million in EMV and one of the most powerful networks of influencers on the continent. The surprise comes from NYX Cosmetics, which climbed five ranks to reach 3rd place in the United Kingdom. With less content and KOLs, the brand nevertheless shows a commitment of 6.5%, proof that impact does not always mean volume. Also worth noting is the rise of skincare and perfume brands such as Ole Henriksen, Mixa or Kilian Paris, which rely on agile local activations.

👉 Discover the full Kolsquare 2025 ranking to find out who is leading the beauty game on Instagram, in the UK and in Europe.