Top 10 makeup brands in Sweden on Instagram

In Sweden, makeup on Instagram in 2026 highlights a market where international players and local brands share visibility. L'Oréal Paris dominates the ranking with €1.08 million in EMV, followed by NYX Cosmetics and Charlotte Tilbury, which confirm the strength of premium and mass market activations. The Swedish brand CAIA Cosmetics is particularly distinguished by a very high volume of mentions and creators, illustrating the strength of its local roots and its community. YSL Beauty maintains a selective but effective presence, while Make Up For Ever, Make Up For Ever, Essie, Estée Lauder, Armani Beauty and Benefit Cosmetics complete the ranking with more targeted strategies. Overall, makeup in Sweden is based on a balance between international brand power and local affinity, in an ecosystem where community engagement and proximity play a key role.