Top 10 Make-up Brands by EMV on Instagram

On Instagram in the United Kingdom in 2026, the makeup segment displayed a particularly high level of competition, driven by massive activations and a high density of creators. L'Oréal Paris takes the lead with £11.8 million in EMV, closely followed by Charlotte Tilbury (£11.7 million), whose strategy combines volume of content and a large network of influencers. Huda Beauty completes the top three with over £10.7 million, confirming the power of social-native brands on the British market. NYX Cosmetics, Rimmel London and Maybelline illustrate the solidity of the mass market, capable of generating a high EMV thanks to continuous and well-distributed activations. As for premium brands, NARS and YSL Beauty maintain sustained performances, while P. Louise and Hourglass close the Top 10 by capitalizing on engaged communities and more differentiating positions. Overall, this ranking shows that makeup on Instagram in the United Kingdom is based on a balance between scale, repetition and desirability, in an ecosystem where activation density remains a key driver of visibility.