Top 10 Haircare brands in Italy on TikTok

On TikTok in Italy, haircare is based on targeted and strongly embodied activations, where expertise takes precedence over volume. Redken dominates the ranking with €2.4 million in EMV, confirming the strength of professional brands capable of mobilizing specialized designers. L'Oréal Professional follows with a dense and structured activation strategy, while Phyto stands out thanks to a more selective but effective approach. Gisou is distinguished by a high volume of mentions and a strong community affinity, embodying the dynamics of native digital brands. Babyliss, Schwarzkopf and Aveda rely on controlled activations, while Color Wow, Nashi Argan and Olaplex complete the ranking by capitalizing on demonstrative and transformational content. Globally, on TikTok Italy, haircare rewards credibility, pedagogy and proximity to beauty communities.