Fashion and beauty brands have firmly taken the lead in influencer marketing across social media platforms in the UK, according to a new report by influencer marketing platform Kolsquare.
The study reveals that Zara is the top brand on Instagram for Earned Media Value (EMV), while L’Oréal Paris leads the charge on TikTok. The rankings show how both sectors are leveraging influencer collaborations to drive engagement and expand their reach.
On Instagram, fashion and beauty brands dominate the scene, with Dior Beauty, Fenty Beauty, and Gymshark ranking highly for engagement. Gymshark, in particular, has stood out with an impressive 22 million likes. On TikTok, the Dutch beauty brand Gisou takes the top spot for engagement, followed by Italian cosmetics company Kiko Milano and the UK’s own Jellycat London.
Fashion and beauty account for a significant portion of the top-performing brands on both platforms. Nearly 70% of the leading brands on Instagram and 83% on TikTok are in these sectors. Additionally, half of the top 100 brands on Instagram are UK-based, with 40% of the top brands on TikTok originating from the UK.
Kolsquare’s CEO and founder, Quentin Bordage, highlighted the strategic use of influencer marketing by these brands, noting that fashion and beauty are particularly successful in appealing to a wide audience. “On TikTok, eight of the top 10 brands in the UK are beauty brands, while six of the top 10 on Instagram are fashion brands,” Bordage said. “UK retailers, including Superdrug, John Lewis, and Home Bargains, are also increasingly leveraging influencer campaigns.”
In terms of the overall rankings, Gymshark and Marks & Spencer have both risen in the Instagram rankings compared to last year. Gymshark has climbed eight places, while Marks & Spencer has gained five. On the other hand, Charlotte Tilbury has dropped two places, and H&M has fallen by one.
The top 10 UK brands on Instagram are dominated by fashion giants, with Zara leading the way with £55.2 million in EMV and 3,085 influencers involved. ASOS follows closely behind with £52 million in EMV, supported by 2,972 influencers. Other top brands in the Instagram rankings include H&M, Gymshark, and Primark.
On TikTok, L’Oréal Paris leads with £16.2 million in EMV and 599 influencers. Other key players in the TikTok rankings include Garnier, PL Makeup Academy, PrettyLittleThing, and Huda Beauty.
Bordage emphasised the importance of influencer marketing in the modern advertising landscape, stating, “The influencer marketing industry continues to grow, and UK marketers can no longer afford to ignore it. Zara and L’Oréal’s success demonstrates the power of innovative strategies and content in connecting with vast audiences.”
As the influence of social media continues to grow, fashion and beauty brands will likely remain at the forefront, using creative influencer partnerships to maintain their dominance on platforms like Instagram and TikTok.
