Top 10 Makeup Brands in France by EMV on TikTok

On TikTok in France in 2026, makeup reached new heights in terms of EMV, confirming that the platform has become the preferred field of expression for beauty brands. Huda Beauty largely dominates the ranking with more than €42.1 million in EMV, driven by highly viral content and a strong creative embodiment. NYX Cosmetics followed with €36.7 million, illustrating the power of social-first strategies and massive activations with creators. Sephora and L'Oréal Paris both exceed €30 million, confirming the ability of retail and historical players to structure the conversation on a large scale. Behind this quartet, Charlotte Tilbury, YSL Beauty and Lancôme maintain solid performances thanks to a balance between attractiveness and product demonstration, while Rare Beauty and Too Faced capitalize on their affinity with young audiences. A second Sephora account completes the Top 10, illustrating the fragmentation of activations and the multiplicity of levers used. Overall, this ranking shows that on TikTok, makeup performs when it combines visual transformation, virality and the strong mobilization of creators, in an environment where creativity and authenticity are the main drivers of impact.