Top 10 Makeup Brands in Spain by EMV on Instagram

On Instagram in Spain in 2026, makeup confirmed a market that was both very competitive and strongly structured around major houses and retail chains. Sephora takes the lead with €13.8 million in EMV and more than 4,500 mentions, illustrating the power of multi-brand amplification strategies. Dior Beauty and YSL Beauty follow suit, driven by strong attractiveness and well-calibrated premium activations. Lancôme and L'Oréal Paris have particularly high volumes of mentions and creators, reflecting an effective land use strategy. Behind them, Charlotte Tilbury, NYX Cosmetics, Maybelline, Maybelline, Armani Beauty and Kiko Milano complete the ranking with complementary positions, between mass market, accessible premium and local presence. Overall, makeup on Instagram Spain is based on a balance between retail power, international fame and intensity of creative activation.