Top 10 perfume brands in Sweden on Instagram

In Sweden, perfume on Instagram in 2026 reflects a market dominated by major international houses, but where attractiveness takes precedence over volume. YSL Beauty comes out on top with nearly €550,000 in EMV, ahead of Armani Beauty and Lancôme, confirming the strength of premium brands capable of activating designers with consistency. Dior Beauty and Paco Rabanne complete the top of the ranking, while Jo Malone maintains a qualitative presence. It should be noted that the Swedish brand BYREDO is distinguished by a high number of mentions and influencers in terms of its EMV, illustrating a strong local presence. The rest of the ranking, with Diptyque, Nina Ricci or Juliette Has a Gun, shows that in this market, performance is based more on affinity and brand image than on massive activations.