Top 10 Makeup Brands in Italy by EMV on Instagram

On Instagram in Italy in 2026, makeup is distinguished by a balance between major international houses, powerful retail chains and local brands with a strong identity. L'Oréal Paris dominates the ranking with €11.2 million in EMV, confirming the strength of its large-scale activations. Sephora follows with an impressive volume of mentions and creators, illustrating the retailer's central role in amplifying beauty conversations. Pupa Milano is the local leader in the ranking, driven by a strong foothold on the Italian market. Charlotte Tilbury, Huda Beauty and Dior Beauty maintain premium attractiveness supported by structured activations. Behind them, Rare Beauty, Maybelline, Nabla and MAC Cosmetics complete the ranking with varied strategies, combining creative intensity and community proximity. Overall, makeup on Instagram Italy reflects a mature market where global players and Italian brands coexist in a dense competition for visibility and engagement.