Top 10 Makeup Brands in France by EMV on Instagram

On Instagram in France in 2026, the makeup segment confirmed its power with massive activation volumes and particularly structured competition between distributors, consumer brands and premium brands. Sephora leads the ranking with more than €16.6 million in EMV, supported by a network of more than 2,300 creators and a very dense editorial presence, just ahead of L'Oréal Paris, which exceeds €15.2 million and confirms its status as a historical market leader. Huda Beauty and NYX Cosmetics follow with strategies strongly rooted in social-first codes, while Dior Beauty stands out as the top luxury brand in the ranking, illustrating the persistent attractiveness of big houses on Instagram. Charlotte Tilbury, Sephora Collection and Maybelline then occupy the heart of the ranking with activations balanced between volume and affinity, while Lancôme and Kiko Milano complete the Top 10 by relying on loyal communities and a regular presence. Overall, this ranking shows a French makeup market dominated by hybrid strategies combining scale, branding and creative influence, where the ability to mobilize a large ecosystem of creators remains a key performance driver.