Top 10 Makeup Brands in Germany by EMV on TikTok

On TikTok in Germany in 2026, makeup emerged as one of the most dynamic segments, driven by a balance between powerful mass market brands and highly visible retail players. L'Oréal Paris takes the lead with €12.6 million in EMV, confirming its ability to effectively activate creators in short and educational formats. Essence Cosmetics is following closely, illustrating the strength of accessible brands that are strongly rooted in local TikTok culture. Retailers play a structuring role in this ranking: DM-Drogerie and Douglas Cosmetics stand out as real amplifiers of visibility. Maybelline and NYX Cosmetics maintain a high intensity of activation, with a large volume of mentions and creators mobilized. Behind, Huda Beauty, Too Faced, Catrice Cosmetics and Catrice Cosmetics and Charlotte Tilbury complete the ranking, combining attractiveness and embodied content. Overall, makeup on TikTok Germany rewards brands that are able to combine accessibility, product demonstration and community proximity.