Top-100 Beauty brands mentioned on TikTok

Explore how beauty brands have mastered influencer marketing on TikTok

In 2025, TikTok confirmed its role as the queen platform for beauty marketing in the United Kingdom. L'Oréal Paris largely dominates the ranking with an EMV of £238.5 million, generated by more than 14,500 pieces of content and nearly 5,000 KOLs — a supremacy that also extends across Europe. On the British side, only Charlotte Tilbury manages to join the top 10, driven by her high-volume campaigns and her loyal network of influencers. Behind, international giants such as Huda Beauty or YSL Beauty are gaining ground, while skincare brands (CeraVe, La Roche-Posay, Kiehl's) are confirming their breakthrough thanks to strategies focused on creators. As a result, competition has never been more intense, and leadership now depends less on the nationality of brands than on their ability to create engaging content.

👉 Find the full Kolsquare Beauty Ranking 2025 to find out which brands are winning on TikTok in the UK and Europe.