Top 10 Make-up Brands by EMV on TikTok

On TikTok in the UK in 2026, makeup remains one of the most competitive and dynamic segments. Nyx Cosmetics takes the lead with £10.6 million in EMV, driven by massive activation and perfectly aligned with the platform's viral codes. MAC Cosmetics and Huda Beauty follow up with strategies combining volume, tutorials and strong creative embodiment. P. Louise is distinguished by a very high number of mentions, illustrating the power of an ultra-committed community and intensive storytelling. Rimmel London and Makeup Revolution confirm the strength of accessible players, capable of generating a significant impact through transformational content. On the premium side, YSL Beauty, Nars and Charlotte Tilbury prove that desirability and creativity can rival mass strategies, while Sephora acts as a key amplifier. Overall, the ranking shows that on TikTok UK, makeup performs when it combines visual demonstration, viral trends and strong community activation, in an ecosystem where creativity and reactivity make the difference.