Top 100 beauty brands on TikTok in Sweden

In Sweden, TikTok is establishing itself as a key lever for beauty in 2025, in a very competitive market dominated by international giants. L'Oréal Paris takes the lead with more than €5.4 million in EMV, ahead of Maybelline and NYX Cosmetics, whileEssie creates a surprise in makeup with a good progression. In skincare, the competition is tight between Vichy, La Roche-Posay and CeraVe, which have almost equivalent scores. On the haircare side, L'Oréal Professional stands out thanks to an exceptional engagement rate (20.2%), followed by Redken, which skilfully plays on differentiated activations. While no Swedish brand has yet joined the top 3, local specificity lies in very high engagement rates, a sign of a strategy focused on quality rather than volume.