According to data from SPATE, Prada was the top trending perfume brand on TikTok globally between Aug and Oct 26.
4 of the top 10 brands belong to L’Oréal (Prada, Armani, YSL and Ralph Lauren), 3 are run by Coty (Marc Jacobs, Hugo Boss and Gucci, whose licence moves to L’Oréal in July 2027), 1 belongs to LVMH (Dior) while Chanel is the other legacy name in the ranking. The tenth, Armaf, is an independent brand from Dubai showing that on social media independents can compete with giants: it added 5.6M weekly views, close to Ralph Lauren and Gucci.
Prada’s (+29.0M, +218%) posts centred on the launch of Paradoxe Sweet Chemistry and on Paradoxe Le Parfum. 15 of its 20 top posts were sponsored. Sentiment was positive, with some negative comments on longevity and on whether the ads were authentic.
Dior’s (+21.6M, +129%) posts focused on the new Miss Dior Eau de Parfum and Miss Dior Essence and an $800 advent calendar unboxing. 8 of its 20 top posts were sponsored. Sentiment was mixed: Miss Dior comments were good, but the advent calendar drew anger over its value.
Armani’s (+16.5M, +28%) posts focused on Emporio Armani fragrances, Stronger With You Powerful and Power of You. 14 of its 20 top posts were sponsored.
Marc Jacobs’ (+15.5M, +1,368%) posts centred on the Daisy range, Daisy Wild, Daisy Love and Daisy Mist, and the new Just Perfect fragrance, with “Pick your daisy” retailer campaigns at Ulta, Sephora and Macy’s. 11 of its 20 top posts were sponsored. Its +1,368% is the biggest relative increase in the ranking.
YSL’s (+15.2M, +52%) posts focused on the limited-edition Libre Santal Couture. 13 of its 20 top posts were sponsored.
Chanel’s (+12.7M, +130%) posts were built on Coco Mademoiselle Crush Absolu, with a perfumer interview, and the N°1957 skin scent fronted by BTS’s Jungkook. Only 5 of its 20 top posts were sponsored.
Boss’ (+11.1M, +423%) posts centred on Boss Bottled Beyond Eau de Toilette Intense, its first floral leather fragrance, and Boss Bottled Absolute, with Amazon and Macy’s deals and athlete content such as Hyrox. 16 of its 20 top posts were sponsored. Sentiment was positive, with some complaints about longevity.
Ralph Lauren’s (+6.4M, +277%) posts centred on Ralph’s Club New York, Polo 67 and Polo Red Extreme, driven by fan events and pop-ups in Manila and Saigon with Thai actors Perth and Santa. 9 of its 20 top posts were sponsored. Sentiment was positive, though some fans were frustrated by access and cost.
Gucci’s (+6.4M, +46%) posts centred on Flora Gorgeous Orchid Intense and Gardenia, Guilty Eau de Toilette Intense, discounted Rush and hourly Flora giveaways on live sessions. 11 of its 20 top posts were sponsored. Sentiment was positive, with some complaints on price and longevity.
Armaf’s (+5.6M, +36%) posts centred on Club de Nuit Intense Man, a budget alternative to Creed Aventus sold at Walmart. 7 of its 20 top posts were sponsored. Sentiment was positive, with some doubts on longevity and counterfeits.
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Independent analysis using data provided to me by Spate.
