Top 100 beauty brands mentioned on Instagram in the Netherlands
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 in the Netherlands and across Europe
In a flat first half of 2026 for the Dutch Beauty market, L'Oréal Paris holds first place on Instagram with €1.98M EMV from 416 KOLs and a 2.0% engagement rate. Charlotte Tilbury holds second with €1.53M and the strongest engagement rate in the top three at 9.6%, while retailer Ici Paris XL jumps a remarkable 40 places to complete the podium, also with €1.53M. By segment, L'Oréal Paris leads Make-up, Nivea climbs four places to top Skincare with €1.51M, Gisou leads Haircare with €902K and a standout 16.0% engagement rate, and Dior Beauty tops Fragrance with €982K. This report breaks down how each segment performs on Instagram in the Netherlands.
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