Top 100 beauty brands mentioned on Instagram in the Netherlands

In the first half of 2025, the Dutch beauty market on Instagram confirmed its dynamism, driven by both international giants and a few local players. La Roche-Posay is at the top of the ranking with more than €1.16 million in EMV, ahead of Douglas Cosmetics Netherlands, which climbed to 2nd place thanks to a vast network of creators and nearly 1,500 published contents. L'Oréal Paris completes the podium, which is still solid at national and European levels. As for local brands, Gisou remains the haircare reference with €892,000 in EMV and an exceptional commitment rate of 9%, confirming its ability to compete with world leaders. Skincare, led by La Roche-Posay, Sol de Janeiro and Rhode Skin, is emerging as the most dynamic segment, while local brands and niche labels are beginning to find their place in a landscape still dominated by global juggernauts.

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