Top 10 perfume brands in the UK on TikTok

On TikTok in the United Kingdom in 2026, the perfume segment displayed a more selective dynamic than on Instagram, where the impact is based more on affinity and creative staging than on scale. Armani Beauty clearly dominates the ranking with nearly £3 million in EMV, confirming its ability to adapt its premium universe to the platform's short and immersive codes. Behind them, Estée Lauder and Rabanne maintain solid visibility through targeted activations, while Givenchy and Guerlain rely on their luxury heritage to generate commitment and credibility. The second half of the ranking highlights more niche brands such as Parfums de Marly, Le Labo Fragrances, Penhaligon's, Kilian Paris and Diptyque, whose performance is based on a committed community and content with a strong sensory dimension. Overall, this ranking shows that on TikTok UK, perfume performs when it focuses on storytelling, rarity and distinctive aesthetics, more than on pure activation volume.