Top 10 makeup brands mentioned in the Netherlands on Instagram

In the Netherlands, makeup on Instagram in 2026 is characterized by a balanced market, where no brand dominates overwhelmingly but where performance is based on consistency and commitment. L'Oréal Paris takes the lead with €860,000 in EMV, thanks to dense and structured activation. Max Factor and Essence Cosmetics confirm the strength of accessible brands, capable of generating a solid impact with targeted communities. On the premium side, Dior Beauty, Charlotte Tilbury, Huda Beauty and YSL Beauty maintain sustained visibility, focusing on attractiveness and aesthetic coherence. e.l.f. Cosmetics and MAC Cosmetics illustrate the ability of international brands to establish themselves locally, while Pink Gellac is distinguished by a high volume of mentions, proof of dynamic community activation. Overall, makeup in the Netherlands is based on a mix between accessibility, affinity and constant activation rather than on massive scale strategies.