Top 10 makeup brands in Sweden on TikTok

The makeup market in Sweden is dominated by two heavyweights: Maybelline and NYX Cosmetics, which are fighting a close battle at more than €3.5 million in EMV each and have massive and ultra-engaged communities on TikTok. Behind, Essie is winning with a more targeted positioning, while the local brand Caia Cosmetics demonstrates a formidable influence with the largest number of influencers and mentions in the ranking. Huda Beauty, Essence, Milk Makeup and Charlotte Tilbury are in the middle of the picture, driven by well-established creative strategies. Rare Beauty, which closes the top 10, confirms the appeal of brands embodied by celebrities, capable of generating strong commitment despite a more selective presence.