Top 10 lingerie brands in Germany on TikTok

In 2026, TikTok was gradually establishing itself as a lever of influence for lingerie in Germany, even if the market was still concentrated around a few key players. Victoria's Secret tops the ranking with €429K in EMV, based on a strong international reputation and effective activations despite a limited volume of content. Lounge Underwear follows with €170K in EMV, confirming the attractiveness of its digital-first positioning and its regular collaborations with designers, while SKIMS completes the podium thanks to a more selective but highly identifiable presence on the platform. Hunkemöller and Calzedonia remain solid references, combining brand recognition and TikTok experiments, while Gotyu and Khassani illustrate strategies that are still very specific. Lower in the ranking, Le Olive, Sugarshape and Snuggs attest to a still exploratory use of TikTok, with activations on a small scale but indicative of a growing interest in the short video format. Overall, this ranking highlights a German lingerie ecosystem in the process of structuring on TikTok, where performance is based more on brand consistency and community affinity than on the multiplication of content.