Top 10 luxury brands in the Netherlands on TikTok

In 2026, TikTok confirmed its role as a strategic lever for luxury in the Netherlands, even if EMV levels remained very varied from one house to another. Loewe largely dominates the ranking with more than €1.35 million in EMV, driven by a high volume of mentions and a strong mobilization of creators, illustrating its ability to appropriate the creative codes of the platform. Far behind but well identified, Boss and Miu Miu follow with much more targeted activations, while Dior and Saint Laurent maintain a more discreet but regular presence. Coach, Chanel, Gucci, Burberry and Jacquemus close the rankings with smaller volumes, reflecting the still measured use of TikTok in this market. Taken together, these results show a Dutch luxury landscape on TikTok that is still emerging, where a brand like Loewe succeeds in doing well, while the majority of houses test the platform via one-off strategies rather than massive ones.