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 on TikTok in the UK and across Europe
Huda Beauty holds onto first place in the UK's TikTok Beauty ranking, climbing one further place with £18.1M EMV from 1,163 KOLs and a 3.5% engagement rate. NYX UK follows in second with £16.1M, while Garnier completes the podium with £13.7M. By segment, Huda Beauty leads Make-up, Garnier tops both Skincare and Haircare with £13.7M EMV, and YSL leads Fragrance with £6.8M. This report breaks down how each segment performs on TikTok and what's driving the UK's most influential Beauty brands.
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