Why L’Oréal Paris, Nyx and MAC are dominating TikTok beauty

A recent report ranking the top 100 beauty brands on TikTok in the UK and Europe shows that success on the platform not only hinges on posting more content, but on how strongly audiences respond to it. Makeup and skin care content are ranking higher than fragrance, but outlier brands suggest the category has growth potential. The Kolsquare report analyzes the performance of TikTok posts in Q4 of 2025, using data from the company’s own platform to track influencer posts mentioning beauty brands. In total, 247,173 TikTok posts were analyzed from October to December last year.