Top 10 lingerie brands in the UK on TikTok

In 2026, TikTok emerged as a key lever for lingerie brands in the United Kingdom, with a ranking dominated by a few players capable of concentrating most of the media value. Unsurprisingly, Victoria's Secret takes center stage, placing two entries in the rankings and accumulating more than £3.7 million in EMV in total, a sign of a structured and recurring TikTok strategy. SKIMS confirms its strong traction with British audiences with £1.48 million in EMV, based on an activation volume comparable to that of Victoria's Secret. Behind this top three, Boux Avenue is distinguished by a high number of mentions and creators, reflecting a more community-based strategy, while Chelsea Peers and Lounge Underwear consolidate their visibility with regular but more moderate EMV activations. At the end of the ranking, Calzedonia, Savage X Fenty, Oysho, and Bayu The Label show more discreet performances, often linked to one-off campaigns or to a limited number of creators. This panorama highlights a very polarized British lingerie market on TikTok, where a few international brands largely dominate, while the others seek to emerge via volume, niche or more targeted interventions.