Posted on
September 2, 2025

Top 10 Make-up Brands by EMV on Instagram

Top 10 Make-up Brands by EMV on Instagram
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The podium is dominated by giants in the sector: L'Oréal Paris, Charlotte Tilbury and Nyx Cosmetics, which each exceed £27m from EMV. Their success is based on massive activations combining volume of content and diversity of profiles. Maybelline, Huda Beauty and Space NK follow closely, confirming the power of brands that rely on constant and visible campaigns. The ranking is rounded out by Fenty Beauty, Nars, Rimmel London, and YSL Beauty, which take advantage of strong brand preference and regular collaborations with UK designers.

1
L'Oréal Paris
12865
Mentions
Engagements
Total EMV
32853637
32853637
L'Oréal Paris
2
Charlotte Tilbury
15113
Mentions
Engagements
Total EMV
32280863
32280863
Charlotte Tilbury
3
Nyx Cosmetics
7312
Mentions
Engagements
Total EMV
31457161
31457161
Nyx Cosmetics
4
Maybelline
7686
Mentions
Engagements
Total EMV
30192875
30192875
Maybelline
Rank
Brand
EMV
Mentions
1
L'Oréal Paris
32853637
32853637
12865
9 532 681
2
Charlotte Tilbury
32280863
32280863
15113
7 470 627
3
Nyx Cosmetics
31457161
31457161
7312
7 254 616
4
Maybelline
30192875
30192875
7686
8 290 128
5
Huda Beauty
27107720
27107720
11145
6 601 111
6
Space NK
26374458
26374458
9638
5 035 815
7
Fenty Beauty
21729855
21729855
5367
4 454 280
8
Nars
18038903
18038903
8039
4 060 781
9
Rimmel London
15855085
15855085
5282
3 371 574
10
YSL Beauty
15460432
15460432
6372
5 367 943