Top 10 perfume brands in Italy on TikTok

On TikTok, the Italian perfume market highlights more selective activations, where a few dozen pieces of content are enough to generate a significant impact. YSL Beauty clearly dominates the ranking with more than €6.2 million in EMV, confirming its ability to adapt its universe to the platform's short and immersive codes. Armani Beauty, Rabanne and Valentino Beauty follow up with targeted strategies, focusing on desirability and creative coherence rather than pure volume. Lancôme and Guerlain maintain a solid presence thanks to controlled activations, while more niche houses such as Kilian Paris, Ex Nihilo Paris and Maison Francis Kurkdjian illustrate the potential impact of rare but highly affinited content. Bath & Body Works completes the ranking by bringing a more lifestyle dimension. Overall, on TikTok Italy, perfume rewards the accuracy of storytelling and the adequacy of the platform's codes much more than massive repetition.