Top 10 lingerie brands in Sweden on Instagram

In 2025, the lingerie market on Instagram in Sweden is distinguished by the diversity of actors and the mobilization of communities. Skims is in first place with €716K in EMV, driven by 71 KOLs and 249 publications, followed by Calzedonia (€337K) and Monday Swimwear (€173,000), which confirm the influence of European and Nordic brands. Rosa Faia (€83K) and Hunkemöller (€78K) show that specialty brands maintain a significant presence, while Reia Olga Beachwear, Speedo, MC2 Saint Barth, Bright Swimwear and Oseree complete the ranking, illustrating the ability of emerging labels and niche brands to reach targeted and engaged audiences. This overview highlights the vitality of the lingerie segment and the importance of combining volume of content and the strategic choice of KOLs to perform in Sweden.