Top 10 lingerie brands in Sweden on Instagram

In 2026, Instagram confirmed its central role for lingerie in Sweden, with a market largely dominated by Victoria's Secret, which clearly stood out in the lead with nearly €1.9 million in EMV despite a limited volume of content, proof of a strong capacity for impact. Far behind, Calzedonia is in second place by relying on a more regular presence, while Hunkemöller is distinguished by a high volume of mentions and influencers, reflecting a broad visibility strategy. Brands like Monday Swimwear and SKIMS complete the middle rankings with targeted activations, while Intimissimi, Rosa Faia, Triumph, Oysho and Oséree have a more confidential presence. Together, this ranking illustrates a Swedish market where an iconic brand captures most of the value, in the face of a fragmented ecosystem of challengers focusing on consistency and niche.