By Mieke Meintjes
A recent report ranking the top 100 beauty brands on TikTok in the UK and Europe shows that success on the platform not only hinges on posting more content, but on how strongly audiences respond to it. Makeup and skin care content are ranking higher than fragrance, but outlier brands suggest the category has growth potential.
The Kolsquare report analyzes the performance of TikTok posts in Q4 of 2025, using data from the company’s own platform to track influencer posts mentioning beauty brands. In total, 247,173 TikTok posts were analyzed from October to December last year.
The influencer marketing company uses Earned Media Value (EMV) to determine the top 100 rankings. The metric assigns a monetary value to the audience engagement a brand receives from influencers’ TikTok posts, such as likes, comments, and shares. EMV helps estimate how much a post’s organic visibility would be worth if it were paid for.
According to the report, brands Nyx and L’Oréal Paris lead the top 100 rankings in the UK and Europe, respectively. The companies collaborate with large numbers of influencers and generate thousands of posts, which drives a high EMV for them.
However, according to the report, brands such as MAC, Ghd, and Batiste show that fewer posts can still deliver strong results when engagement rates are higher.
