Top 100 fashion brands mentioned on TikTok in the Netherlands

In Q4 2025, TikTok is establishing itself as a high-impact channel for fashion brands in the Netherlands, in a market where local players and international brands clearly do not play by the same rules. Here, performance relies less on large-scale publishing than on accuracy, engagement, and cultural fit with the platform. H&M is at the top of the rankings thanks to a controlled and regular TikTok strategy, while international groups such as Uniqlo or Victoria's Secret confirm their ability to capture attention. At the same time, several Dutch brands are doing well, such as My Jewellery, Finaste or Vedder & Vedder & Vedder, which transform their local roots and community affinity into solid performances. This opposition is found by segment: ready-to-wear rewards strategies that balance reach and resonance, jewelry highlights the strength of local players, lingerie and swimwear remain dominated by global brands but leave room for challengers through targeted activations, while luxury shows that a handful of well-executed videos can surpass much more massive campaigns. More than just a ranking, this ranking reveals how influence is built on TikTok in the Netherlands and why, provided they respect its codes, local and international brands can perform there as we approach 2026.

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