Eye Makeup Market

Global Eye Makeup Market:

The global eye makeup market size reached USD 18.2 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 26.9 Billion by 2033, exhibiting a growth rate (CAGR) of 4.23% during 2025-2033. The increasing beauty consciousness, surging disposable income, ongoing technological innovations, and the expansion of the e-commerce sector are primarily driving the market's growth.

Eye Makeup Market Analysis:

• Major Market Drivers: The market has been driven by inflating per capita incomes and the increasing focus of individuals on physical appearances. In line with this, e-commerce channels have emerged as a convenient and hassle-free shopping solution for individuals, which is further propelling the market.
• Key Market Trends: Due to the increasing popularity of cosmetics among men and the rising influence of social media, several manufacturers in the industry are offering eye makeup products, such as brow gel, exclusively for men to expand their consumer base. These factors are further contributing to the eye makeup market share.
• Competitive Landscape: Some of the prominent market companies include Amway Corp, Avon Products Inc., Chanel S.A., Colorbar Cosmetics Pvt. Ltd., Lakmé Cosmetics (Hindustan Unilever), L'Oréal S.A., LVMH, Oriflame Cosmetics, Revlon Inc., Shiseido Company, Limited, Estée Lauder Inc., and Procter & Gamble, among many others.
• Geographical Trends: North America holds a significant share of the global market. The region is characterized by high consumer awareness, a strong inclination towards premium and organic products, and a high per capita expenditure on cosmetics. Moreover, Europe is another key market for eye makeup products, with a strong focus on sustainability and eco-friendly products. A well-established beauty and fashion industry and a growing preference for natural makeup products mark the Asia-Pacific region.
• Challenges and Opportunities: Intense competition among key players and the rising health and safety concerns are hampering the eye makeup market share. However, there is an increasing demand for eye makeup products made from natural and organic ingredients, driven by consumer preferences for healthier and eco-friendly products.

Eye Makeup Market Trends:

Expanding Cosmetics Industry

The expanding cosmetics industry significantly drives the growth of the eye makeup market. For instance, according to IMARC, the global cosmetics market size reached US$ 400.6 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 618.7 Billion by 2032, exhibiting a growth rate (CAGR) of 4.8% during 2024-2032. As the cosmetics industry expands, companies are heavily investing in research and development to create innovative eye makeup products. This expansion leads to a wider variety of offerings, such as waterproof mascaras, smudge-proof eyeliners, and multi-purpose eye palettes that cater to diverse consumer needs. These factors are expected to propel the eye makeup market share in the coming years.

Increased Demand for Clean Beauty Products

As the cosmetics industry expands, there is a notable rise in consumer awareness around clean beauty and natural ingredients. Brands are responding by offering eye makeup products that are free from harmful chemicals and allergens. The growing consumer demand for vegan, cruelty-free, and organic eye makeup products has opened up new market segments. For instance, in July 2024, Urban Decay relaunched its OG Naked Palette. The new palette is vegan and cruelty-free. The 12-pan palette has been meticulously color-matched to the original, with an updated formula that makes the shadows creamier and easier to blend for a longer-lasting finish.  These factors further positively influence the eye makeup market size.

Product Innovations

The introduction of innovative products like long-lasting eyeliners, waterproof mascaras, and versatile eye shadow palettes is boosting the market. For instance, in July 2024, REM Beauty launched Gel Eyeliner and Marker Duo. The Borderline gel pencil eyeliner is a long-wearing, waterproof eye pencil that combines the convenience of gel with the impact of liquid to effortlessly transition from classic to dramatic in a single stroke, thereby boosting the eye makeup market growth.

Global Eye Makeup Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels from 2025-2033. Our report has categorized the market based on product type, distribution channel, pricing, and source.

Breakup by Product Type:

• Mascara
• Eye Shadow
• Eye Liner
• Eye Pencil
• Eyebrow Gel
• Others
   

The report has provided a detailed breakup and analysis of the market based on the product type. This includes mascara, eye shadow, eye liner, eye pencil, eyebrow gel, and others. 

According to the eye makeup market outlook, consumers seek voluminous, longer, and darker eyelashes to accentuate their eyes. Mascaras that offer curling, lengthening, or thickening effects remain popular. Moreover, the availability of eyeshadows in various colors, finishes (matte, shimmer, satin), and textures (creamy, powdery, liquid) caters to diverse consumer preferences and makeup trends. Besides this, the rise of different eyeliner styles (cat-eye, winged, graphic liner) has led to the popularity of gel liners, liquid liners with precision tips, and pencil liners, each catering to specific trends.

Breakup by Distribution Channel:

• Hypermarkets and Supermarkets
• Specialty Stores
• Convenience Stores
• Online Stores
• Others
   

The report has provided a detailed breakup and analysis of the market based on the distribution channel. This includes hypermarkets and supermarkets, specialty stores, convenience stores, online stores, and others.

According to the eye makeup market overview, hypermarkets and supermarkets offer a wide variety of products, making them a preferred destination for consumers who want to purchase all their essentials in one place, including eye makeup. Moreover, specialty stores like Sephora, Ulta Beauty, and department stores often have trained beauty consultants who provide personalized advice. This attracts consumers who seek expert guidance for selecting the right products. Besides this, convenience stores are easily accessible and ideal for consumers looking for quick purchases of essential eye makeup products. Their extended hours and neighborhood locations make them a go-to for last-minute or urgent needs.

Breakup by Pricing:

• Low to Medium Price
• Premium Price
   

The report has provided a detailed breakup and analysis of the market based on the pricing. This includes low to medium price and premium price.

The primary driver for low to medium-priced eye makeup is affordability, catering to a large segment of budget-conscious consumers. This price range attracts students, young professionals, and those who are not inclined to spend a lot on cosmetics. Moreover, low to medium-priced eye makeup products are often positioned as everyday essentials. Consumers who wear makeup daily prefer products that are affordable for frequent repurchasing, such as eyeliners, mascara, and eyebrow pencils. Besides this, premium-priced eye makeup is often associated with luxury and exclusivity. Consumers in this segment are driven by brand reputation, perceived quality, and status. High-end brands like Dior, Chanel, and Estée Lauder invest heavily in brand image, appealing to customers seeking prestige and luxury.

Breakup by Source:

• Chemical
• Natural
• Organic
• Halal
• Others
   

The report has provided a detailed breakup and analysis of the market based on the source. This includes chemical, natural, organic, halal, and others.

Chemical-based eye makeup often includes advanced formulations designed for long-lasting wear, high pigmentation, waterproof features, and innovative textures. These functional benefits are crucial for consumers seeking high-performance products. Moreover, consumers are increasingly aware of the potential risks of certain chemicals in makeup, driving the demand for natural products. These products are perceived as gentler on the skin and safer for long-term use. Besides this, organic eye makeup appeals to consumers seeking completely chemical-free products made with certified organic ingredients. These products are often seen as a healthier alternative for the skin and eyes.

Breakup by Region:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa.

According to the market statistics, North America is driven by high consumer spending on cosmetics and the presence of numerous established brands. Moreover, the Asia-Pacific has a high level of awareness regarding beauty and personal care products, driving demand for eye makeup items, such as mascara, eyeshadows, eyeliners, and eyebrow gels. Besides this, European consumers are known for their preference for luxury brands, which drives demand for high-end and organic eye makeup products.

Competitive Landscape:

The market research report has provided a comprehensive analysis of the competitive landscape. Detailed profiles of all major market companies have also been provided. Some of the key players in the market include: 

• Amway Corp
• Avon Products Inc.
• Chanel S.A.
• Colorbar Cosmetics Pvt. Ltd.
• Lakmé Cosmetics (Hindustan Unilever)
• L'Oréal S.A.
• LVMH
• Oriflame Cosmetics
• Revlon Inc.
• Shiseido Company, Limited
• Estée Lauder Inc.
• Procter & Gamble
   

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Eye Makeup Market Recent Developments:

• August 2024: e.l.f. and Pagonis launched the "Beauty for Every Eye" bundle. This limited-edition kit includes three of Pagonis' favorite e.l.f. products.
• July 2024: REM Beauty launched a gel eyeliner and marker duo. The borderline gel pencil eyeliner combines the convenience of gel with the impact of liquid to effortlessly transition from classic to dramatic in a single stroke.
• May 2024: Covergirl launched its new eye enhancer 3D Mascara aims to "ditch the eyelash curler." This includes a 50° curved fiber brush that curls, lifts, and fans tiny and straight lashes from root to tip, creating a 3-dimensional 'up and out effect.'

Eye Makeup Market Report Scope:

Key Benefits for Stakeholders:

• IMARC's report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the eye makeup market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global eye makeup market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the eye makeup industry and its attractiveness.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.