Global Eye Makeup Market Research Report: By Product Type (Eyeliner, Eyeshadow, Mascara, Eyebrow Enhancers, Others), By Nature (Organic, Conventional), By Category (Economy, Premium) and By Distribution Channel (Store-Based, Non-Store-Based) – Forecast to 2030

Market Scenario

Eye Makeup Market size is projected to reach USD 29.15 Billion by 2030, at a CAGR of 7.21% from 2022 to 2030. The eye makeup market is highly fragmented with the presence of a large number of global players catering to the increasing demand. The manufacturers in the market are focused on innovation due to altering fashion trends across the globe. For instance, in January 2021, The Estée Lauder Companies Inc. released a new makeup collection called La Dangereuse. The collection includes the Amour Amour Eyeshadow Palette with colors that can be worn in fall and summer. Additionally, in January 2021, Maybelline, a L'Oréal S.A. brand, launched the Total Temptation Collection including new mascara, eyeshadow palette, and eyebrow definer pencil.

Market Synopsis

The global eye makeup market industry has witnessed high growth in recent years owing to consumer focus on enhancing appearance. Eye makeup accounted for a notable share of around 23% of the global makeup market in 2018. Increasing per capita income in developing countries such as China, India, and Brazil, allowing the consumers to spend on makeup products, is expected to further boost the growth of the eye makeup market. Over the last few years, the rapid growth of social media platforms has offered market players the opportunity to advertise their products, which, in turn, has positively impacted market growth. Furthermore, the rising demand for organic and natural make-up products is expected to offer lucrative opportunities for companies to launch eye makeup without harmful chemicals.

Market USP

Increasing demand for natural and organic eye makeup products

Market Drivers

• Increasing product awareness: The popularity of eye makeup brands can be attributed to social media. Various products are endorsed and promoted by beauty bloggers and influencers on social media platforms such as Instagram, Twitter, and Facebook. Moreover, consumers are attracted to products due to the increasing shelf space in retail stores. These factors are driving the sales of eye makeup.

• Rising focus on appearance

• Increasing per capita income in developing economies

• Growing working women population

Market Restraints

• Changing consumer dynamics with rapid changes in fashion trends

Segmentation

By Product Type

• Eyeliner: The largest segment in this market. The popularity of eyeliner can be attributed to its widespread use to enhance the shape of the eyes. Eyeliner or kohl makeup products are used by consumers to give definition to the eyes. The demand for waterproof eyeliner is high it does not smudge in humidity and heat conditions. Eyeliner is also available in several colors which increases sales.

• Eyeshadow: Eyeshadow is used to provide color to the eyes. There is a variety of eyeshadows available in liquid, powder, cream, glitter, and gel form. The wide availability of easy-to-use eyeshadow has influenced sales, thereby boosting the eye makeup market size.

• Mascara: In 2018, the mascara segment accounted for the second-largest share of the global eye makeup market. Mascara is used to enhance the eyelashes by providing color, length, and volume. Mascara enhances the overall appearance of the eyes and makes the lashes look thick at minimum cost and very low risk as compared to eyelash lifting treatments, which are complex and relatively expensive.

• Eyebrow Enhancers: Eyebrow products are used to shape the eyebrows and make them look full and defined. There are various types of eyebrow products available, such as pencils, markers, powders, gels, tinted gels, pomades, and waxes. These products are manufactured for easy application and help give a natural look to eyebrows.

• Others: The segment includes products such as eye primer, glitter, and false eyelashes. Eye primer is used as a base before applying any eye makeup product.  Eye makeup glitter products are available in liquid and powder form and are applied over eyeshadow. Rising focus on appearance is driving the sales of false eyelashes as they offer enhanced volume and length as compared to natural lashes.  

By Nature

• Organic: The organic segment is projected to register a higher CAGR during the forecast period due to the rising inclination of consumers toward organic eye makeup products.

• Conventional: The conventional segment is expected to account for the larger market share owing to the easy availability and lower prices of conventional eye makeup products as compared to products with organic ingredients.

By Category

• Economy: The larger segment in the eye makeup market analysis. The products in this category are also known as drugstore makeup as they are easily available in drugstores, hypermarkets, and supermarkets. The segment is also expected to register a higher CAGR due to the affordability of these products.

• Premium: The products in this category are high-end. These are more expensive than drugstore eye makeup and are usually available in specialty or single-brand stores.

By Distribution Channel

• Store-Based: The store-based segment is expected to be larger during the review period. This segment has been further divided into supermarkets and hypermarkets, specialty stores, and others. Store-based channels of distribution offer wide consumer reach, enhanced product visibility, and a wide variety of products to consumers.

• Non-Store-Based: The segment is expected to register a higher CAGR due to the wide delivery range of e-commerce channels.

By Region

• North America: North America is a lucrative region for the eye makeup market. The factor driving the North American eye makeup market growth during the forecast period is the high demand for eye makeup products in the US and Canada.

• Europe: Europe accounted for the largest share of the global eye makeup market in 2021. The development of innovative eye makeup products is driving market growth in the region with manufacturers focusing on the use of novel ingredients.

• Asia-Pacific: The market in this region is projected to register the highest CAGR during the forecast period as it is an emerging revenue pocket for players in the eye makeup market.

• Rest of the World: The growth of the cosmetics and personal care industry and increasing consumer focus on personal appearance are expected to fuel the growth of the market in the region during the review period.

Key Players

• L'Oréal S.A. (France)


• The Estée Lauder Companies Inc. (US)


• RMS Beauty (US)


• Anastasia Beverly Hills Inc. (US)


• Benefit Cosmetics LLC (US)


• Morphe Cosmetics Limited (US)


• Revolution Beauty Ltd. (UK)


• Hindustan Unilever Limited (India)


• Faces Cosmetics Inc. (US)


• Christian Dior SE (France)


• Make Up For Ever LLC (US)


• Ilia Beauty (US)


• Huda Beauty FZ-LLC (UAE)


• Coty Inc (US)


• Revlon Consumer Products Corporation (US)