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In Sweden, makeup is dominated by a local player: CAIA Cosmetics. With an EMV much higher than that of major global brands, the Swedish label confirms its status as a beauty reference, capable of mobilizing an impressive community of influencers and generating thousands of mentions. Behind, the unmissable L'Oréal Paris, Lancôme and even Charlotte Tilbury stand out but struggle to compete with the power of local commitment. IsaDora, another brand from Sweden, also performed well, testifying to the dynamism of the domestic market in the face of international juggernauts such as Dior Beauty or Maybelline.
1
CAIA Cosmetics
1 922
Mentions
437
influencers
Total EMV
2140526
2140526
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2
L'Oreal Paris
437
Mentions
126
influencers
Total EMV
1744194
1744194
3
Lancôme
567
Mentions
153
influencers
Total EMV
1140298
1140298
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4
Charlotte Tilbury
597
Mentions
170
influencers
Total EMV
851513
851513
Rank
Brand
EMV
Mentions
Influencers
1
CAIA Cosmetics
2140526
2140526
1 922
437
2
L'Oreal Paris
1744194
1744194
437
126
3
Lancôme
1140298
1140298
567
153
4
Charlotte Tilbury
851513
851513
597
170
5
Essie
658722
658722
153
50
6
Nyx Cosmetics
633015
633015
563
118
7
IsaDora
600941
600941
642
174
8
Maybelline
581075
581075
309
106
9
IT Cosmetics
568638
568638
125
51
10
Dior Beauty
489912
489912
293
109
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