The Swedish skincare market on TikTok is dominated by dermocosmetic heavyweights such as Vichy, La Roche-Posay and CeraVe, each generating more than €1.2 million in EMV thanks to strong visibility among creators. Behind them, established brands like Nivea and Kiehl's confirm their foothold thanks to impressive volumes of engagement. But the ranking also reveals the rise of labels highly coveted by Gen Z, such as Sol de Janeiro or E.L.F., which capitalize on fun and accessible storytelling. Finally, the local player Lumene is doing well with more than 50 designers mobilized, proof that a Nordic brand can compete with global giants.
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