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 Sweden and across Europe
In 2026, the Swedish beauty market is characterized by an approach focused on the engagement and authenticity of creators on Instagram. From makeup to skincare, haircare and perfume, performance is based more on relevance and community connection than on the volume of content. This ranking of the most successful beauty brands in Sweden in Q4 2025, based on Earned Media Value (EMV) and compared to 2024, is based on Kolsquare's proprietary data. It highlights growing brands and strategies that are generating a measurable impact on the Swedish market. Between international leaders like Kérastase or L'Oréal Paris and fast-growing challengers like Rhode Skin, one question remains: which brands are really dictating the pace of the beauty conversation in Sweden? The complete ranking reveals the leaders.
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