Top 10 lingerie brands in Italy on TikTok

In 2026, TikTok gradually established itself as a lever of influence for lingerie brands in Italy, with a ranking largely dominated by Victoria's Secret, present several times and capable of generating most of the EMV thanks to repeated activations and a strong reputation. Behind it, Calzedonia confirms the solidity of Italian players on their domestic market, while SKIMS is establishing itself permanently thanks to a very targeted strategy and few contents but with a high impact. Tezenis maintains regular visibility, while MC2 Saint Barth appears to be a more punctual player, relying on limited collaborations. At the bottom of the rankings, Undiz, Oysho and Aerie recorded more confidential performances, often due to a low volume of mentions or creators. Overall, this ranking illustrates a market that is still being structured, where TikTok serves as much as a consolidation channel for established brands as well as a testing ground for more experimental activations.