Top 100 beauty brands on Instagram in Sweden

Denmark May not be the largest beauty market in Europe, but it's certainly one to watch. From January to June 2025, influencer marketing on Instagram has continued to play a pivotal role in how beauty brands connect with Danish audiences—whether through large-scale partnerships or hyper-targeted content strategies. In this ranking, based on Kolsquare's proprietary Earned Media Value (EMV) methodology, we highlight the brands that are standing out across makeup, skincare, haircare, and fragrances.

French brands Continue to lead the way, with Lancôme taking the #1 spot overall and dominating both the makeup and fragrance categories, while La Roche-Posay and Vichy Hold top positions in skincare. American Brands Like Redken and Kérastase (part of the L'Oréal Group) are strong contenders in haircare, reaffirming the influence of global conglomerates on the Danish market. No local Danish brand has yet broken into the top 3 across categories—a contrast with markets like Germany or France, where domestic players play a key role.

Compared to the European-wide ranking, Denmark's EMV figures remain modest—L'Oréal Paris, The European leader, reached over €14.6M in EMV During the same period—yet the strategic presence of Nordic-focused handles like @Nyxcosmeticsnordics and @Maccosmeticsnordics confirms that the region is increasingly seen as a distinct and valuable target for beauty campaigns. In a country where authenticity, minimalism, and wellness are deeply embedded in consumer values, the success of well-positioned international brands shows that tailoring to local preferences countries off.

Dive into the full report to discover the top-performing beauty brands on Instagram in Denmark in 2025—and how their strategies compare on the European stage.