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The Most-Loved Fashion and Beauty Brands by Gen Z on TikTok
Fashion and beauty brands ranked by Gen Z affinity, engagement and cultural visibility on TikTok.
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The Most-Loved Fashion and Beauty Brands by Gen Z on TikTok — at a glance
This table follows the original report’s order and terminology. Figures relate to the study period stated below, not live measurements.
| Rank | Brand | Gen Z Love Score |
|---|---|---|
| 1 | Rhode Skin | 100 |
| 2 | Jacquemus | 91.7 |
| 3 | Rare Beauty | 79.5 |
| 4 | Miu Miu | 78.5 |
| 5 | Loewe | 76.8 |
| 6 | e.l.f. Beauty | 73 |
| 7 | Burberry | 66.5 |
| 8 | Louis Vuitton | 65.9 |
| 9 | Charlotte Tilbury | 63.3 |
| 10 | Gucci | 56.9 |
Source and study period: RETAILBOSS analysis of TikTok engagement, TikTok follower reach and Semrush Gen Z web traffic share, 2026. See report pages 4 and 16.
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