Eyeliner Market Research Report - Global Forecast till 2028

Eyeliner Market Research Report Information by Type (Liquid, Kohl, Gel/Cream, Others), by End-user (Women, Men), by Distribution Channel (Store-based, Non-store-based), and Region - Forecast till 2028

ID: MRFR/CR/6224-CR | 184 Pages | Author: Snehal Singh | April 2019         

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Eyeliner Market

Eyeliner Market Size is anticipated to reach USD 9026.2 Million by 2028, registering a CAGR of 5.34% during 2018-2028

By Type Liquid Kohl Gel/Cream Others
By End-User Women Men
By Distribution Channel Store-based Non-store-based
Key Players
Companies Profiled   Kao Corporation (Japan)    Christian Dior SE (France)    Mary Kay Inc. (US)    Shiseido Co. Ltd (Japan)    L’OrĂ©al S.A (France)    The EstĂ©e Lauder Companies Inc. (US)    Amore Pacific Corporation (South Korea)    Chanel S.A. (France)    Sisley Paris (France)    Jordana Cosmetics Corporation (US)    Iredale Mineral Cosmetics Ltd. (US)    Markwins International Corp. (US)    LG Household & Health Care Ltd. (South Korea)    Marie Dalgar (China)    Kazi Lan Carslan (China)    Flamingo Beauty Supply (US)
Market Driving Forces   Rising growth of eye-makeup products    Growing working women population    Increasing growth of organized retail sectors
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Global Eyeliner Market Research (MRFR Insights)

The eyeliner market size is anticipated to reach approximately USD 9026.2 Million by 2028, at a CAGR of 5.34% from 2018 to 2028. The  eyeliner market is growing due to premium brands of eyeliner in the market. Increased sales revenues from a strong digital platform will result in continued sales growth and a positive net scale increase. Beauty brand acquisitions have increased the company's appeal among millennium consumers. As per the market research, the growth drivers for the market are the growth of eye makeup products, the growing working women population, organized retail sectors, and increasing innovation.

COVID-19 Impact Analysis

According to the market report, COVID-19 has affected the eyeliner market. During the pandemic, eyeliner was not considered a critical product. Hence, the demand for eyeliner has seen a decline. As the COVID-19 pandemic has pushed countries to enforce lockdowns, the supply and distribution chains have been disrupted. The movement of activities in operations and vendor processes impacted production.

 Eyeliner Market Dynamics

The market dynamics include an increase in population around the globe, and new sets of customers are adding themselves to the personal care & cosmetics market. Manufacturing companies are growing their efforts in researching consumer expectations from the market. With the fast pace of life, customers want their products to be more convenient, which is expected to save time. Furthermore, the influence of digital media is expected to drive the demand in the resolution market as it influences consumers to opt for the latest product variant, which comes with additional improvements. Social media influencers influence a vital chunk of the population, reflecting sales growth.

 Market Drivers

Key Players Launching Innovative Products

Various manufacturers around the globe are embracing new technologies to manufacture products, including the incorporation of microbiome-based eyeliner products to expand their value and application. The players are performing in the market and focus on delivering attractive packaging, easy-to-handle, and easy-to-use products. These are expanding the product demand. Compact packaging, which does not need much space and can be easily stored and preserved in a bag or kit, is accumulating more popularity. Additionally, growing investment in R&D activities is anticipated to expand the market growth, thus acting as an important market driver over the forecast period.

The growing popularity of organic and natural ingredients for developing organic eyeliner

Market Restraints:

  • FDA regulations a restraint for the eyeliner market

There could be a serious infection risk from applying unapproved colors of eyeliners. FDA has an import warning for eye cosmetics which are often infected with harmful microorganisms. The Food and Drug Administration (FDA) hinders consumers from purchasing and utilizing unlisted cosmetic products. Beauty marker eyeliner waterproof products should be verified by FDA primarily by post-marketing surveillance and should reflect a proper certification of product notification (CPN) as proof of approval. The contamination of heavy chemicals, including waxes, silicones, natural gums, harmful oils, and adulterer cosmetics, can guide to skin irritation, organ failure, itchiness, or even anaphylactic shock.

  • Rising awareness regarding adverse effects

Market Opportunities:

  • Innovative ingredients used in production for long-lasting

Many market players are introducing waterproof eyeliners based on unique ingredients to pique consumer interest. In 2019, Huda Beauty introduced a dual-ended eyeliner lasting 48 hours. As per the Brand's website, the product is also "waterproof, smudge-proof, and completely fade-proof." The brand depends on silicone resins and increased molecular weight silicones to deliver long wear, the water-free formula "to develop an elastic-like texture and lightweight film." The dual feature comes with a liquid liner and soft pencil. This feature permits users to create a graphic look that is not clumpy nor thick and hence allows them to create a new market opportunity for such products.

  • Growing awareness regarding personal grooming

Segment Overview

By Product Type Insights

Based on product type, the  eyeliner market segmentation is liquid, pen, powder, wax, kohl, gel, and others. The  eyeliner market growth was prominently high under the liquid category in 2021 owing to its benefits like minimal clumping, bold colors, availability of waterproof variants, and easy removal. Besides this, the gel was the fastest growing category as it is smudge-proof, which augments its demand among consumers looking for eye makeup products for a longer duration.

By Application Isights

Based on the application, the  eyeliner market segmentation is personal application, professional application, and entertainment industry. The entertainment industry category held a prominent market share in 2021 due to the growing demand for celebrity eyeliner. However, the professional application was the fastest-growing category due to growing awareness regarding workplace self-grooming.

By Distribution Channel insights

Based on distribution channels, the  market is divided into online and offline. The offline category had a prominent share in 2021, as consumers can physically check the product before buying it at offline stores. Besides this, online was the fastest growing category due to growing internet penetration and rising use of social media, which provide easy product ordering solutions.

 Global Eyeliner Market Share, by Region, 2021 (%) 
Eyeliner Market Share, by Region, 2021

 Eyeliner Market Overview, by Region

In the  eyeliner market forecast period, the  eyeliner market has been divided into North America, Europe, Asia-Pacific, and the Rest of the World. Asia-Pacific accounted for the most extensive market share. Europe is projected to hold the highest CAGR during the review period.


As per the market research, the Asia-Pacific held a prominent market share in 2021 due to growing disposable income in developing countries (India and China). Consumers' growing concern about their appearance is the key factor driving the demand for the product in this region. China is the largest importer of cosmetics and makeup products ly. Increasing consumption of easy-to-use and innovative daily routine makeup products, including waterproof eyeliner, washable eyeliner, and smudge-proof eyeliner, is pushing the demand in the market.

North America

North America was the fastest growing region in 2021 owing to the high spending power of the populace, the growing number of beauty salons, and the availability of improved infrastructure facilities for product development in this region based on the market overview. For instance, as per the 'Socio-Economic Contribution of the European Cosmetics Industry,' issued by Cosmetics Europe- the Personal Care Association in 2019, the US held the second position in the  eyeliner market, accounting for around USD 73.93 billion in 2018.

Eyeliner Market Competitive Landscape

The competitive market landscape includes tier-1, tier-2, and local players. The tier-1 and tier-2 players have  reach with diverse product portfolios. Companies such as Kao Corporation (Japan), Christian Dior SE (France), Mary Kay Inc. (US), Shiseido Co. Ltd (Japan), and L'Oréal S.A (France) dominate the  eyeliner market due to product differentiation, financial stability, strategic developments, and diversified regional presence. The players are concentrating on supporting research and development. Furthermore, they embrace strategic growth initiatives, including development, product introduction, joint ventures, and partnerships, to strengthen their market position and capture an extensive customer base. For instance, in January 2020, Nykaa introduced the Nykaa Wing In A Blink Eyeliner Marker Pen, which comes with an inbuilt wing shape stamp to support consumers in achieving the perfect winged look along with eyeliner markers tip.

Prominent players in the  eyeliner market include The Estée Lauder Companies Inc. (US), AmorePacific Corporation (South Korea), Kazi Lan Carslan (China), Chanel S.A. (France), Jordana Cosmetics Corporation (US), Iredale Mineral Cosmetics, Ltd. (US), Markwins International Corp. (US), Sisley Paris (France), Marie Dalgar (China), and Flamingo Beauty Supply (US),  among others.

Scope of the  Eyeliner Market Segmantation

 Eyeliner Market, By Product Type Outlook

  • Liquid

  • Pen

  • Powder

  • Wax

  • Kohl

  • Gel

  • Others

 Eyeliner Market, By Application Outlook

  • Personal application

  • Professional application

  • Entertainment industry

 Eyeliner Market, By Distribution Channel Outlook

  • Online

  • Offline

 Eyeliner Market, By Region Outlook

  • North America

    • US

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

    • Rest of Europe

  • Asia-Pacific

    • China

    • India

    • Japan

    • Australia and New Zealand

    • Rest of Asia-Pacific

  • Rest of the World

    • South America

    • Middle East

    • Africa

Objectives of the Study

The objectives of the study are summarized in 5 stages. They are as mentioned below:

  • Eyeliner Market Forecast & Size

To identify and estimate the market size for the  eyeliner market report segmented by product type, application, and distribution channel by value (in US dollars). Also, to understand the consumption/ demand created by consumers with  eyeliner market forecast between 2022 and 2030

  • Market Landscape and Trends

To identify and infer the drivers, restraints, opportunities, and challenges for the  eyeliner market growth

  • Market Influencing Factors

To find out the factors which are impacting the  eyeliner market size among consumers

  • Impact of COVID-19:

To identify and understand the several factors involved in the  eyeliner market affected by the pandemic

  • Company Profiling

To provide a detailed eyeliner market analysis of the major companies operating in the market. The profiling will include the financial health of the company's past 2-3 years with segmental and regional revenue breakup, product offering, recent developments, SWOT analysis, and key strategies.

Intended Audience

  • Eyeliner Manufacturer

  • Raw Material Suppliers

  • Retailers, Wholesalers, and Distributors

  • Governments, Associations, and Industrial Bodies

  • Investors and Trade Experts

Report Scope:

Report Attribute/Metric Details
Market Size 2028: USD 9026.2Million
CAGR  5.34% CAGR (2018-2028)
Base year 2017
Forecast Period 2018-2028
Historical Data  2016
Forecast Units Value (USD Billion)
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
Segments Covered Product Type, Application, and Distribution Channel
Geographies Covered North America, Europe, Asia-Pacific, and the Rest of the World (RoW)
Key Vendors  The Estée Lauder Companies Inc. (US), AmorePacific Corporation (South Korea), Kazi Lan Carslan (China), Chanel S.A. (France), and Jordana Cosmetics Corporation (US)
Key Market Opportunities Growing awareness regarding personal grooming
Key Market Drivers The growing popularity of organic and natural ingredients for developing organic eyeliner

Frequently Asked Questions (FAQ) :

The  eyeliner market forecast period is 2018 - 2028

The  eyeliner market is growing at a CAGR of ~5.34% over the next 10 years, according to the  eyeliner market research.

North America is projected to register the highest CAGR during 2018 - 2028

Asia-Pacific held the largest share in 2021

The market size is expected to be USD 9026.2 Million by 2028.

The Estée Lauder Companies Inc. (US), AmorePacific Corporation (South Korea), Kazi Lan Carslan (China), Chanel S.A. (France), and Jordana Cosmetics Corporation (US) are the major companies working in the eyeliner market.

Key Questions Answered

  • ✅ Global Market Outlook
  • ✅ In-depth analysis of global and regional trends
  • ✅ Analyze and identify the major players in the market, their market share, key developments, etc.
  • ✅ To understand the capability of the major players based on products offered, financials, and strategies.
  • ✅ Identify disrupting products, companies, and trends.
  • ✅ To identify opportunities in the market.
  • ✅ Analyze the key challenges in the market.
  • ✅ Analyze the regional penetration of players, products, and services in the market.
  • ✅ Comparison of major players’ financial performance.
  • ✅ Evaluate strategies adopted by major players.
  • ✅ Recommendations
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