Top 10 Makeup Brands in Italy by EMV on TikTok

In Italy, the makeup podium on TikTok is disputed between Maybelline and Nyx Cosmetics, two international giants that are establishing themselves with massive activations and a strong capacity to engage their communities. Huda Beauty is following closely, taking advantage of its global virality and its focus on tutorials. Behind, Mac Cosmetics and Charlotte Tilbury confirm their premium status, while Essence and Sheglam capitalize on a more accessible and social-first positioning. Nabla, Kiko Milano and Mulac Cosmetics provide an essential local touch: these Italian brands demonstrate the vitality of a national ecosystem capable of competing with global leaders and seducing audiences through creative storytelling that is close to consumers.