Top 100 beauty brands mentioned on TikTok in the Netherlands

In the Netherlands, TikTok confirmed the strength of influencer marketing in 2025, driven by a mix of international giants and local players. L'Oréal Paris Leads the national ranking ahead La Roche-Posay and CeraVe, both with exceptional engagement rates (+15%). In makeup, Maybelline keeps the 1st place, while NYX Cosmetics and Charlotte Tilbury are progressing thanks to massive content strategies. In skincare, French dermocosmetic brands dominate (La Roche-Posay, CeraVe, Vichy). Haircare is characterised by more diversity, with Redken leader and Gisou — Dutch brand — which remains in the top 3. Finally, in perfume, the local Parfumado takes 1st place, ahead of global heavyweights like Kilian Paris or Adopt Parfums, proof that national brands are finding their place on TikTok.