Top 10 lingerie brands in Sweden on TikTok

In 2026, lingerie on TikTok in Sweden remains a niche segment, largely dominated by a few brands capable of generating visibility despite contained volumes. Victoria's Secret is clearly in the lead with more than €530,000 in EMV, confirming its ability to capture attention even in smaller markets. Far behind, Hunkemöller and Calzedonia appear to be discreet challengers, while Oysho and SKIMS record more punctual performances. Lounge Underwear and Women'secret close the ranking with activations that are still very limited, illustrating a Swedish lingerie market on TikTok that is still in the exploration phase, where brand awareness largely takes precedence over the density of campaigns.