Posted on
September 2, 2025

Top 10 Makeup Brands in Germany by EMV on Instagram

Top 10 Makeup Brands in Germany by EMV on Instagram
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L'Oréal Paris largely dominates the German ranking with an EMV that exceeds €18M, widening the gap with its competitors. Maybelline, Nyx Cosmetics and Huda Beauty form a solid trio, very active in mentions and mobilized creators. Lancôme and Dior Beauty are characterized by a strong commitment, testifying to a qualified audience. We also note the breakthrough of Salted Beauty, an emerging brand that shines in terms of its volume of content. Finally, Charlotte Tilbury, CAIA Cosmetics and MAC confirm their presence in the German beauty ecosystem thanks to a well-established influence strategy.

1
L'Oréal Paris
15308
Mentions
Engagements
Total EMV
18688065
18688065
L'Oréal Paris
2
Maybelline
4416
Mentions
Engagements
Total EMV
4793051
4793051
Maybelline
3
Nyx Cosmetics
4597
Mentions
Engagements
Total EMV
4324192
4324192
Nyx Cosmetics
4
Huda Beauty
2767
Mentions
Engagements
Total EMV
3040879
3040879
Huda Beauty
Rank
Brand
EMV
Mentions
1
L'Oréal Paris
18688065
18688065
15308
3 687 113
2
Maybelline
4793051
4793051
4416
1 237 675
3
Nyx Cosmetics
4324192
4324192
4597
1 011 948
4
Huda Beauty
3040879
3040879
2767
882 135
5
Lancôme
2992334
2992334
2775
947 631
6
Dior Beauty
2923764
2923764
1922
1 551 678
7
Charlotte Tilbury
2705982
2705982
2839
745 520
8
Salted Beauty
2654304
2654304
5217
38 385
9
CAIA Cosmetics
2480261
2480261
2342
405 522
10
Mac Cosmetics
2188577
2188577
1846
750 031