Top 10 luxury brands in France on TikTok

In 2026, TikTok confirms its key role for luxury brands in France, where creativity, virality and targeted activations make it possible to quickly generate visibility. Rabanne largely dominates the ranking with more than €5.2 million in EMV, driven by content with a strong identity and a well-active network of creators. Dior follows at a distance with €2.3 million, just ahead of Carolina Herrera (€2.26 million), whose more selective statements are nonetheless very influential. Saint Laurent (€1.88 million) and Maison Margiela (€1.63 million) confirm their ability to appropriate TikTok codes, while Miu Miu (€1.11 million) and Boss (€1.05 million) rely on regular activations to maintain their visibility. Chanel (€1.04 million), Chopard (€0.97 million) and Montblanc (€0.97 million) complete this Top 10, illustrating a French luxury landscape on TikTok where historic houses and more avant-garde labels coexist, each with content strategies adapted to the uses of the platform.