The Global Mascara Market is expected to grow at a CAGR of more than 7.62% between 2023 and 2032

Market Research Future (MRFR) has published on the “Global Mascara Market”.

Mascara is one of the cosmetics products and is being used by the female demography mostly by girls and women to enhance their looks and the beauty of their eyes. The increasing application and expenditure on cosmetics and personal care products among female consumers, supported by the increasing women working population are the major key enables for the global mascara market.

Mascara is one of the important components of eye-makeup products, as it makes eyelashes darker and longer. It also heightens the eyelashes and supports the length and provides volume and curls to the eyelashes. Mascara beautifies the appearance of the eyelashes. These days, consumers have become more aware of the negative impacts of harmful chemicals that have led to surged demand for natural ingredients-based mascara and other eye makeup products. Owing to the shift of consumers towards natural products for eye makeup, the manufacturers operating in the global mascara market have also added various innovative and plant-based ingredients for the preparation of mascaras. In addition, they have also included organic and natural labeling certifications to their products to attract consumers. These are the major factors enabling the demand for mascaras and are projected to have positive growth during the forecast years.

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Market Synopsis

According to the MRFR analysis, the global mascara market size is projected to reach USD 13.77 billion by 2032 at a CAGR of 6.09%.

Mascara is one of the cosmetics products that fall under the category of eye makeup. Mascaras are prepared from various pigments that are used for application in eye cosmetics. It provides a darker appearance to the eyelashes and provides a brighter look to the eyes. The conventional mascaras were applied to the cake with the help of a wet brush. However, the practice of applying mascara to the eyes lacked hygiene, as the eye is the most sensitive part of the body. The continuous research and development made by the manufacturers operating in the eye makeup market have led to the development of long-lasting and hygienic mascaras. These days, the mascaras available in the market are in the form of a cream that is smooth and viscous. The basic ingredients of mascara include silicones, polymers, pigments, and waxes. These ingredients provide a flexible non-flaking coat, prevents smudging, and water resistance, with better adhesion property. Moreover, the maracas contain brown, black, and dark blue pigments, along with pearls, and glitters that provide a metallic touch to the eyelashes.

The surging working women population, increasing concern regarding improved and natural looks for eyelashes, along with growing consciousness among women regarding their looks are the major factors that are skyrocketing the demand for a mascara that is likely to boost the overall market growth. Moreover, the innovation made by the key players such as the launch of organic, natural, and herbal mascaras operating in the mascara market is also creating growth avenues for the market. However, the side effects associated with excessive application of mascara and stringent regulations made by the government associated with mascara and other cosmetics & personal care products are the major factor anticipated to have a negative impact on the global mascara market.

 COVID-19 Impact on Mascara Market

The onset of COVID-19 has resulted in a global crisis. The pandemic, which is impacting numerous countries worldwide, has already influenced the world economy and is expected to produce turmoil and global catastrophe. People's lives have been entirely turned upside down by the COVID-19 outbreak, owing to its growing cases every day. Different industries are affected by COVID-19 differently. Every area of the economy experienced growth after the pandemic. Commodity market was also one of the sector that has been severly affected by the pandemic. This pandemic has impacted the commodity market in numerous ways. However, various initiatives were taken by government bodies in various regions worldwide to recover the region from post-pandemic. For instance, in May 2020, the US government invested USD 2.2 trillion in an economic rescue package for US companies, notably the automotive industry, which was most negatively impacted by the pandemic.

When COVID-19 was originally discovered in March 2020, numerous nations decided to restrict international travel. Therefore, most of the populace was urged to remain inside and conduct business from home. Due to several factors, the sales of mascara demand have become stable. By combining various chemicals, cosmetic businesses all around the world create various beauty products. Customers buy and utilize these goods to enhance their physical attractiveness or body odor. Before the COVID-19 pandemic, the market was expanding due to several variables, including the transition to healthier lifestyles, rising income levels, growing worries over outward appearance, and more. Additionally, to improve client interaction, businesses are now including social media sites like Instagram, Facebook, and similar ones in their advertising efforts. Utilizing social media influencers makes it possible to promote products on these channels

Competitive Landscape

The key players operating in the global mascara market include The Estée Lauder Companies Inc. (US), LVMH (France), Shiseido Company, Limited (Japan), L’oréal S.A. (France), Unilever (UK), Revlon, Inc. (US), Oriflame Holding AG (Switzerland), Coty Inc (US), KOSE Corporation (Japan), and Avon Products, Inc. (UK) dominate the market due to brand reputation, product differentiation, financial stability, and strong distribution network. The market players are focused on investing in research & development and adopting strategic growth initiatives such as expansion, product launches, agreements, partnerships, acquisitions, and mergers to strengthen their market position and capture a large customer base.

Segmentation

By Product Type

• Volumizing: Volumizing mascaras are intended to provide the appearance of bigger, fuller eyelashes. Wax, fiber, and polymer elements are frequently present in them, which contribute to the lashes' increased volume and thickness. A volumizing mascara frequently has a big, fluffy brush to assist coat each lash equally and impart volume. The growing popularity of volumizing mascaras may be linked to the fact that they provide the appearance of longer, fuller eyelashes, which is something that most women find attractive. Thickeners give mascara coating on eyelashes additional volume, such as hydroxyethyl cellulose. Even though they are frequently used, they make a product more viscous so that mascara may be applied smoothly


• Lengthening: Lengthening mascaras are intended to make lashes appear longer and more defined. They usually include components like nylon fibers, peptides, and natural extracts that assist to extend and strengthen the lashes. A lengthening mascara's brush is frequently slender and extended to assist separate and lengthening each lash.


• Curling: Curling mascaras are intended to curl the lashes and make them appear more defined. They usually have substances like film formers, resins, and curling agents in them that help lift and curl the lashes. Curling mascara brushes are frequently curved or slanted to assist lift and curl the lashes. Curling mascaras are intended to curl the lashes and make them appear more defined.

By Category

• Regular: The most popular kind of mascara is regular mascara. It has a water-based composition and works on both real and synthetic lashes. There are several colors of regular mascara available, but black is the most often used. This kind of mascara is simple to use and often gives off a natural appearance. It is also the kind of mascara that costs the least. However, after time, ordinary mascara might flake off or smear. Regular mascara is intended to provide the lashes with an improvement that looks natural without adding excessive volume or length. It's a popular choice for everyday wear and can be found at drugstores, department shops, and online.


• Waterproof: A type of mascara that is water-resistant is waterproof mascara. It's manufactured using a unique recipe that contains water-resistant chemicals like carbon black or iron oxide, as well as polymers, waxes, and oils. By forming a barrier around the lashes, these substances stop water from penetrating and making the mascara smear or run. The formula's water-resistant components create a film over the lashes that hold the mascara in place. For those who live in humid or rainy environments, this film is also sweat- and humidity-resistant, making it the best choice. This mascara has a long wear time and may be left on for several hours without smearing or running.

By Distribution Channel

• Store-Based: Stored-based are the most popular and widely used distribution channels for mascara. The store-based category is segmented into supermarkets and hypermarkets, specialty shops, and others. Supermarkets & hypermarkets play a significant role in the distribution of mascara products. Among the all sub-segments, the supermarkets & hypermarkets held the largest share in the store-based segment of the global mascara market. In order to draw customers in and provide them with the option to choose from a range of brands before making a purchase, supermarkets & hypermarkets have focused on stocking a number of categories, such as mascara goods. Specialty or pharmacy stores also play an important role in the distribution of mascara as they give a one-stop purchasing experience. The others are small retail outlets located in high-traffic areas, such as grocery stores, beauty stores, salons, and spas, as well as duty-free shops in airports that pull in a wide range of customers


• Non-Store-Based: E-commerce is a non-store-based market in which producers distribute mascara products through numerous online purchasing sites and their websites. However, the pandemic encouraged a switch from reliance on conventional outlets to internet distribution channels due to lockdowns and restrictions. This industry is expanding because of the advantages and savings offered by online shopping, as well as the availability of customer evaluations and social media influencers.

By Region

• North America: North America is an important market for mascara, with the United States being the largest market in the area. growing demand for cosmetic goods, growing disposable income, and the presence of notable firms in the area are some of the main factors driving the growth of the mascara market in North America. The region's desire for waterproof mascara is rapidly increasing because of its long-lasting and smudge-proof properties. The growing desire for natural and organic goods is one of the primary drivers of the North American mascara industry. The growing desire for natural and organic goods is one of the primary drivers of the North American mascara industry. Consumers are becoming more aware of the components in their cosmetic products and prefer items free of dangerous chemicals. Brands like L’Oréal and Covergirl have introduced waterproof and long-lasting mascaras that have gained popularity in the region.


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• Europe: In Europe, the market is expected to witness significant growth due to the increasing demand for organic and natural products. Consumers are becoming more aware of the harmful chemicals present in conventional cosmetic products and are opting for natural and organic products. Another factor driving the growth of the mascara market in Europe is the increasing popularity of social media platforms. Social media platforms such as Instagram and YouTube have become important marketing channels for cosmetic brands, with influencers and beauty bloggers promoting various products. This has helped to increase the visibility of various mascara brands and has driven the growth of the market. In terms of distribution channels, the online channel is expected to witness significant growth in Europe due to the increasing penetration of the internet and the growing popularity of e-commerce platforms


• Asia-Pacific: Asia-Pacific is predicted to be the fastest-growing regional market during the research period due to increased awareness of different eye makeup products, notably customized & customized eye makeup products. In addition, the launch of mascara in the region is boosting the growth of the market for mascara. Over the forecast period, increasing awareness of changing beauty trends and the availability of new and more efficient products in the markets of India, China, South Korea, and the Philippines, among others, will drive the regional market. The growing popularity of cosmetics in developing nations, together with rising disposable income, is expected to favorably affect market growth in Asia-Pacific. Increasing consumer spending on cosmetic products is likely to enhance the sale of mascara in the Asia-Pacific


• Rest of the World: The rest of the world segment comprises South America, the Middle East, and Africa. South America is expected to maintain its supremacy over the predicted period. Many multinational players are focusing on the developing nations of South America to increase the sale of mascara. The Middle East accounts for a decent share of the market and is projected to expand at a significant growth rate during the forecast period. One of the key factors for the rising demand for mascara is the increasing use of men's and women's cosmetic products.