Instagram is a key driver for beauty brands’ influencer strategies. In its latest report, Kolsquare (an influencer marketing agency) analyzes the performance of players in the sector in France at the end of 2025.
The study is based on Kolsquare’s proprietary data and ranks brands according to EMV (Earned Media Value), an indicator that measures the value generated by influencer content by comparing the interactions obtained (likes, comments, shares) to the estimated cost of these engagements.
As Kolsquare explains, EMV “allows us to identify the performance of beauty brands on social media and measure the return on investment of influencer strategies.”
Sephora tops the overall ranking
In the fourth quarter of 2025, Sephora emerged as the best-performing beauty brand on Instagram in France.
The brand generated €16.6 million in EMV, driven by 7,873 pieces of content published by 2,342 influencers. It ranked ahead of L’Oréal Paris (€15.2 million in EMV) and Huda Beauty (€11 million in EMV).
According to Kolsquare, this performance confirms “the ability of brands to activate the right creators, generate lasting engagement, and transform this attention into measurable value.”
Top 10 brands by segment in France
Makeup
• Sephora
• L’Oréal Paris
• Huda Beauty
• NYX Cosmetics
• Dior Beauty
• Charlotte Tilbury
• Sephora Collection
• Maybelline
• Lancôme
• Kiko Milano
Skincare
• Sephora
• L’Oréal Paris
• Dior Beauty
• Lancôme
• …
