Luxury Brands on TikTok: The 8 Brands Making an Impact in 2025

In this exclusive Goat Report, we compare 15 luxury and premium brands on TikTok to find out how they’re approaching the platform, who’s getting it right, and what we can learn from them.

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Dolce and Gabbana

Founded in 1985, in the depths of a decade of decadence, Dolce & Gabbana has grown into worldwide renown through iconic fragrances and luxury fashion. Now, 40 years later, they’re serving equally iconic TikTok content with a new campaign to celebrate one of the greatest fragrances ever made: Light Blue.

Since its original launch in 2001, Light Blue has established itself as the scent of summer. “This fragrance is a hymn to the untouched beauty of the Mediterranean,” says Alberto Morillas, master perfumer and creator of Light Blue Pour Homme. “The result is an iconic scent that captures the spirit of hope, light-heartedness, and love.” The new campaign, directed by Gordon Von Steiner, is a passionate, intense affair features top model Vittoria Ceretti and actor Theo James on a boat off the island of Capri.

Why it works

Beyond the new film, Dolce & Gabbana are leveraging influencer marketing: with rising TikTok stars in tow, D&G aren’t afraid to get involved with trending challenges, while always ensuring content is tailored to their high-end brand identity. 

To mark the revival of this legendary summer scent (alongside a massive party on the island of Capri packed full of the world’s top supermodels), Dolce & Gabbana have gifted press kits to our favourite influencers.

Familiar and friendly faces like @officialmiarose (138K followers) bring the often-lofty aspirations of high-end luxury brand marketing in a much more relatable format. Unboxing videos, fun and informal make-up tutorials, and “Get Ready With Me” routines, merge with highly personal stories of pregnancy and post-partum challenges. Watching @officialmiarose on TikTok is like hanging out with your best friend, and it’s easy to share in her joy and excitement as she talks about the products she’s presenting. 

Burberry

The sheer volume of Burberry’s influencer activity is impressive, with hundreds of influencer mentions per quarter. Burberry works across the influencer ecosystem, engaging everyone from mega influencers like Aimee Song (7.3M followers) to mid-level creators like Tania Sarin (655K followers) and Meeka Hossain (355K followers). 

We’ve talked before about Burberry’s successful reinvention of itself on socials (watch our video explainer for a quick catch up), which goes someway to explain why Burberry is rocking an impressive 5M followers on TikTok alone and more than 50M across all platforms.

So how exactly has this nearly 170-year-old brand, rooted in British heritage and quality craftsmanship, been able to reinvent itself for Gen Z consumers on TikTok?

Why it works

Fundamentally, Burberry is dedicated to adapting to each platform’s tone and functions. The company has fully embraced TikTok’s playful and fast-paced environment, celebrating British humour in its videos and confidently moving away from over-curated content towards more human storytelling. And Burberry started embracing digital early, declaring its ambition to become ‘fully digital’ as far back as 2006. Now, Burberry is utilising augmented reality filters, allowing users to virtually try on their iconic trench coats and accessories, for a fun and fully interactive experience.

Burberry works with a wide range of influencers, from big name musical artists like Loyle Carner and Chy Cartier to mid-level creators, maximally expanding their reach and impact – and it’s all perfectly personalised, leveraging TikTok’s powerful algorithms to deliver content that resonates with different audience segments. 

Burberry are also unafraid to actively engage with their audience: responding to comments, featuring user-generated content and even reposting fan videos. Their reward has been a level of community and brand loyalty on socials that’s matched only by few other luxury brands.

Loewe

Loewe’s history goes back even further than Burberry’s: from the company’s founding in Madrid in 1846, Loewe has boasted a long line of wealthy, famous and influential figures sporting their luxury clothing, leather goods and perfumes. Queen of Spain, Victoria Eugenie, was a frequent customer, alongside literary and screen royalty in the forms of legendary writer Ernest Hemingway and Hollywood Golden Age superstar Rita Hayworth. 

Loewe’s prestigious history sets a solid foundation of pure aspirational classy-ness. This might seem at odds with the TikTok vibe. Surely, there’s no way for this luxury fashion grandaddy to keep up with Gen Z’s appetite for ever-changing styles of humour… is there?

Why it works

Spoiler: there is.

Loewe understand that for Gen Z, TikTok is more than simply entertainment – it’s rapidly becoming the cultural heart of a generation. That’s why they’ve worked to establish themselves as an exciting online space for realism, humour and community, shunning the traditional notion of untouchable perfection that some luxury brands are married to. 

With 2.3 million followers and 54.2 million likes, Loewe has approached its TikTok output with inclusivity and a welcoming warmth in mind; instead of hard-selling with seriousness, it constantly breaks the fourth wall, makes zany, lo-fi stop motion of its new bag charms saving each other from captivity, and the classic ‘inhale only’ Gen Z edit of their time with British actor Josh O’Connor.

One TikTok comment sums it all up: “Whoever runs this account, you are G O O D”

Marc Jacobs

Are you the jealous type? We are, especially when it comes to working in partnership with Doja Cat on a brand-new summer campaign. And Marc Jacobs is doing exactly that. Doja Cat previewed a snippet of her new single, ‘Jealous Type’, from her upcoming fifth studio album, alongside the launch of Marc Jacobs’ new Dual handbag collection.

This isn’t the first time the fashion icon has launched new lines and luxury items alongside big name celebrities. For decades, Marc Jacobs has collaborated with the likes of Victoria Beckham, Dakota Fanning, Winona Ryder, Sofia Coppola, Kate Moss, Lil Kim, Christina Ricci and Miley Cyrus.

Why it works

Celebrity influencer partnerships have been a huge success in terms of virality for Marc Jacobs, racking up hundreds of thousands or millions of views compared to a typical reach in the tens of thousands of people for brand-only content. 

Doja Cat is the perfect continuation of this luxury lineage. Her online persona is absurdist, humorous and occasionally controversial. She’s known for engaging directly with fans. She’s blunt, self-deprecating and her creations are littered with niche internet culture references. Now, instead of producing slick, super polished high-fashion ads, Marc Jacobs are channelling Doja Cat to give TikTok users what they really love.

More broadly, Marc Jacobs knows what’s trending on the app and clearly works hard to make sure users don’t feel like they’re being sold a product, but a way of life. And while brands commonly commission influencers to post sponsored content, Marc Jacobs has experimented by sharing influencer-created videos directly, merging mid-level creators with huge celebrity names to foster a broad sense of belonging.

Clinique

It’s a fact: consumers long ago turned to TikTok for skincare advice. And, supported by dermatology experts, Clinique answered their call. 

Despite already being 40 years old, Black Honey became an overnight viral sensation and a generational icon (again) in 2024. Following Black Honey’s unprecedented revival, Clinique is back with a new lip look: Nude Honey, and it feels like they’re set to repeat their viral success.

Why it works

It certainly helps that Black Honey is already a household name, but to herald the launch of Nude Honey, Clinique has activated a swathe of TikTok partners across, spanning a range of skin types and audience sizes to make a splash with a younger Gen Z audience. 

Alongside key personalities presenting their products in action, Clinique is also pushing into popular trends like unboxing videos for a more interactive and personal experience.

Beyond driving sales through targeted influencer campaigns, Clinique’s social team is also leveraging TikTok’s community-driven nature by platforming conversations around skincare with skincare and health experts.

All in, Clinique is building on last year’s viral success with cool, calm confidence. They’re not reinventing the wheel, but they don’t need to. With brand loyalty that runs deep and an established online presence, the Nude Honey campaign has further solidified their position as a leader in luxury lipstick.

Jacquemus x Bemi

With TikTok publication volumes climbing ever higher, it’s never been more important to make every second of content count. Nobody knows this better than French luxury fashion brand Jacquemus, whose brilliant collab with London’s Aunt Bemi has been described as the “best 14 seconds of marketing in 2024”, racking up over 11M views in just two days.

Rather than spending on glossy billboards, magazine spreads and high-end promotion for the grand opening of their new London store, Jacquemus partnered up with the Bus Auntie herself on TikTok (@omo.oroje, 272.4K followers). Bemi is a Nigerian influencer in London beloved for her selfie-style videos shot alongside the city’s iconic red buses. She partnered with Jacquemus for an iconic TikTok film.

Why it works

The Jacquemus and Bemi collaboration was so successful because it wasn’t just an ad, but a true moment of joy and light-hearted humour that tapped into the unique cult following of a grassroots TikTok icon. 

Seeing the response from fans in the comments was no doubt an intriguing draw for those who weren’t already in on the fun. “I’ll be there if Aunty Bemi is there ☺️,” posted one commenter. And “Jacquemus KNOWS its audience,” wrote another. 

And here’s the best news for brands: relatability can be so easy. Jacquemus didn’t try to overproduce their TikTok star. They let Bemi do her thing, leaning into her charming relatability and specific connection to London’s diverse cultural fabric. 

Augustinus Bader

Developed by world-leading experts in stem cell research, Augustinus Bader is a luxury skin and hair brand that never fails to get consumers obsessing over the immediate visible effects of these products, sending them viral on TikTok and beyond.

These are premium, luxury cosmetics, but the social team at Augustinus Bader aren’t afraid to go behind the scenes of their mesmerising TikToks to show their products in a fun and engaging way. That bit of ad magic you just witnessed? In reality, it was just a bottle in a glass box of water with clever lighting. By interspersing luxury content with behind the curtain content and a range of relatable influencers helps, Augustinus Bader is luxury made accessible to all.

Why it works

Augustinus Bader’s social team are leaning into this idea of “accessible luxury”, rather than shying away from it. They’re encouraging influencers to own the higher pricepoint, working with them directly to explain why they would still recommend the product and to detail its scientific evidence in an engaging way. The Goat Agency has seen the success of this trust-building approach first-hand, having worked with Augustinus himself to add a familiar and friendly face to the brand.

You can read more about Augustinus Bader’s social media success story, and others like it, in our special report, ‘The Hook and the Hold: Top Beauty Brands on TikTok and What They’re Getting Right’, where we explore how ten luxury, prestige and challenger brands compare and uncover the biggest learnings.

Luxury Brands and Gen Z

In 2025, Gen Z and Millennials account for 70% of the global luxury market. Since TikTok is still a thriving hub for these generations (30.8% of TikTokers are aged 18 to 24). This is the place for luxury brands to get in front of them. 

TikTok is not just for the short term, though. Brands can use a multichannel approach with different social media outlets to find a loyal following who will keep coming back for more. TikTok is just part of the strategy. 

The platform is especially brilliant for igniting interest. Its short-form content interface can spark the attention of Gen Z in seconds – then it’s up to you to bring them in for the long run. 

When it comes to sparking that initial interest, steer away from the hard sell. Make them laugh, and be all about making them laugh – trust them to make the positive association between that laugh and the brand in the background.

Key takeaways from Top luxury brands on TikTok

1. Stay genuine, but challenge the status quo

The luxury industry has many connotations. But as new generations are becoming their main consumers, brands need to adapt their content to work. Jumping on trends, creating challenges and knowing what’s hot will allow your socials to grow. 

The trick is doing all this whilst still staying true to your brand. Consistency is key, so don’t go too off-topic. Try utilising TikTok sounds and challenges in a way that makes sense to your branding. The more creative, the better.

2. Collaborate with the right influencers

Of course, influencers mean investment. But when you get the right ones involved, the results go beyond basic metrics. Influencers build serious trust with your audience – and in a world where brands are relying on genuineness and relatability to stay connected to their customers, influencer marketing is a winning strategy (when implemented correctly). 

TikTok is a highly engaged platform for creators. In fact, it’s the most engaging social media platform, with an average engagement rate of 4.25%. When you build an influencer marketing campaign, TikTok can be a powerful tool to kick it off. 

3. Listen to your audience

TikTok is a brilliant listening tool. But often, this gets forgotten about. You can learn so much about your customers through the app and understand what they’re really looking for. The comments section is a place to not only engage with consumers but also hear what they have to say. 

Younger demographics are constantly looking for a change from Luxury brands, so to really delve deep into what that change might be, TikTok can help bridge that brand-to-customer gap and make luxury a more accessible topic to win over the youngest luxury consumers.

How luxury brands are scaling using TikTok

TikTok may seem like the get-rich-quick scheme to virality, but it’s actually a useful platform to gain long-term customer acquisition and champion brand loyalty. Different platforms can be misunderstood, and a successful marketing strategy means using the right platforms at the right times and with the right creators. It’s a way for brands to be able to take more risks and tap into new audiences, like Jacquemus and Bemi.

Want to find more intelligence to start building out your luxury marketing strategy for TikTok? Check out our report, ‘The Prestige Factor: How 15 Luxury And Premium Brands Are Taking on TikTok’ and get in touch to level up your strategy.

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