Top 100 beauty brands mentioned on Instagram in the Netherlands

In 2026, the Dutch beauty market perfectly illustrates the evolution of Instagram towards a more selective performance driver. In makeup, skincare, haircare and perfume, success no longer depends only on visibility, but on the relevance and ability to activate creators with a strong affinity with local communities. This ranking of the most successful beauty brands in the Netherlands in Q4 2025, based on Earned Media Value (EMV) and compared to 2024, is based on Kolsquare's proprietary data. It highlights brands that are accelerating and strategies that are generating a measurable impact on the Dutch market. Between international giants and local success stories like Gisou, one question remains: which brands are really dictating the pace of the beauty conversation in the Netherlands? The complete ranking provides the answer.

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