Top 10 Makeup Brands in Italy by EMV on TikTok

Makeup on TikTok in Italy illustrates a particularly lively market, where mass market, premium and digital native brands compete for attention. Sephora comes out on top with €9.5 million in EMV, confirming the retailer's strength in leading beauty conversations. L'Oréal Paris and Maybelline follow with more concentrated but effective strategies, while Huda Beauty is distinguished by a high volume of mentions and a high intensity of activation. Charlotte Tilbury and Sheglam Official maintain solid visibility thanks to content that is highly aligned with the platform's codes. NYX Cosmetics, MAC Cosmetics, Essence Cosmetics and Nabla complete the ranking, illustrating the diversity of positions between accessibility, creativity and local roots. Overall, makeup on TikTok Italy rewards brands that are able to combine product demonstration, community proximity and creative coherence.