In a constantly evolving media world, beauty brands have excelled in influencer marketing. They navigate between sponsored posts and viral content with creativity and authenticity. This study reveals the strategies of the most influential beauty brands across Europe.
Across Europe's 52 markets, L'Oréal Paris holds a commanding first place in the first half of 2026 with €266.6M EMV from 26,867 KOLs and a 4.5% engagement rate, unchanged at the top. Sephora holds second with €166.2M, built across 15 country accounts, while Huda Beauty completes the podium with €129.3M and the strongest engagement rate in the top three at 7.5%. By segment, L'Oréal Paris leads Make-up, Garnier tops both Skincare and Haircare with €98.9M, and Dior Beauty leads Fragrance with €107.6M. At group level, L'Oréal Group leads with €1.29Bn EMV and a 28.7% share of the European Beauty market, up 26% year-on-year, ahead of LVMH (€424M) and Estée Lauder Companies (€238M). This report breaks down how each segment and group performs on Instagram across Europe.
The must-read newsletter for influencer marketers
Every month we gather the top data, trends, and analysis on the creator economy. Only what matters. Straight to your inbox
L’essentiel, directement dans votre boîte mail.
.webp)
