Marketing Playbook

Marketing Playbook

The fragrance brands dominating Instagram are not the same ones making bank on TikTok

By Emily Jensen

Jun 25, 2025

Luxury brands like Parfums de Marly and Kilian dominated Instagram for the month of May, according to a new report from Mintoiro. The more polished aesthetic dominant on Instagram does not always translate well to TikTok’s more DIY appeal, however.

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