Top 10 Haircare brands in Sweden on Instagram

In Sweden, haircare on Instagram in 2026 is dominated by professional brands, which rely on their technical expertise and targeted activations. Kérastase clearly took the lead with €1.2 million in EMV, followed by L'Oréal Professional, confirming the strength of players from the salon industry. Redken and Oribe Hair Care maintain a solid presence through structured strategies, while the Swedish brand Maria Nila illustrates the ability of local players to compete through a strong community base. Dyson Beauty, Babyliss, Color Wow, Schwarzkopf, and Gisou complete the ranking with more measured activations, often focused on product demonstrations. Overall, Swedish haircare is based on professional credibility, pedagogy and a qualitative approach rather than on the search for massive volume.