Top 10 Makeup Brands in Spain by EMV on TikTok

On TikTok in Spain in 2026, makeup emerged as one of the most competitive segments, dominated by major mass market brands capable of massively activating creators. L'Oréal Paris takes the lead with €10.9 million in EMV, closely followed by Maybelline, whose high volume of mentions confirms a strategy of intensive land use. NYX Cosmetics completes the top three with a presence that is particularly suited to the platform's native codes. The brands Sephora and Primor play a key role in amplifying conversations, while MAC Cosmetics, Sheglam Official, Huda Beauty, Urban Decay and Kiko Milano illustrate the diversity of positions, between premium, digital native and accessibility. Overall, makeup on TikTok Spain rewards strategies that combine volume, product demonstration and strong community proximity.