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 across Europe.
On TikTok, L'Oréal Paris defends first place across Europe's 52 markets in the first half of 2026 with €195.8M EMV and a 3.9% engagement rate. NYX trails by just €3M in second place with €192.8M, generating the largest content volume of any brand in the top three, while Sephora completes the podium with €187.3M. At group level, L'Oréal Group leads with €1.23Bn EMV and a 36.4% share of the European Beauty market, even as EMV fell 13% year-on-year. TikTok's Beauty market overall saw EMV decline 10% year-on-year despite a 44% surge in content volume, pointing to fiercer competition for the same attention. This report breaks down how each segment and group performs on TikTok across Europe.
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