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Herbal Organic Mascara Market Trends

ID: MRFR//2728-HCR | 110 Pages | Author: Pradeep Nandi| June 2024

Herbal Mascara Market Overview:

Mascaras are a cosmetic product that enhances eyelashes by adding volume and lengthening them. The product comes in a bottle that is generally a black liquid that coats the lashes once applied, which is usually applied after curling the lashes. Mascaras are increasingly utilized to add volume and provide a fuller appearance to the eyes. The manufacturers of mascaras are producing mascaras that are water-proof and natural. However, with the growing inclination toward organic products, potential consumers are inclining toward organic mascaras in recent years. 

The Herbal Mascara Market is projected to grow with a significant growth rate of 6.8% from 2024 to 2032 and reach a market size of USD 1.35 billion by the end of 2032.

Since make-up and cosmetics are showcasing higher sales in recent years and are regularly applied by professionals and over 89% of the population, it is recommended to use organic ones so that these don’t cause side effects. Increasing demand for false lashes and the demand to achieve fuller yet natural eyelash looks are anticipated to influence the growth of the herbal mascara market.

Covid 19 Analysis

During the pandemic, the luxury and the cosmetic industries were severely experiencing a downfall and the manufacturers have reduced their production rates like any other industry vertical. The demand for essential articles such as food and medicines were burgeoning whereas the demand for cosmetics has significantly fallen. The propulsion from social media and e-marketing techniques are the ones that supported the growth of the herbal mascara market.

However, the change in consumer purchasing patterns and the work from home trends have reduced the demand for cosmetic products sharply.

Market Dynamics:

Market Drivers

The natural and clear mascara and the varied options from the organic mascaras are propelling potential consumers to try it out. Consumers are investing in nude shades and organic makeup in recent years as it is an ongoing trend. Such factors are considered the major drivers of herbal mascara market growth.

The growing innovations in the mascara applications and the wands to take out the product concisely and eliminate the mess-free application are improving the product quality. The ergonomic designs and the growth of the overall cosmetic industries are augmenting the overall growth of the herbal mascaras industry in recent years. The endeavors of the leading brands for adopting organic materials to produce mascaras are encouraging consumers to purchase them.

Market Opportunities

The increasing inclination toward natural and organic products across the globe in the food and other sectors has propelled potential consumers and manufacturers to try out them in the cosmetic industry as well. Since makeup is worn on daily basis by office goers and professionals, the overall growth of the herbal mascaras industry is expected to grow during the forecast period. Moreover, the presence of online distribution channels that equip the customers with adequate details of the product and customer reviews for reference is considered the major driver for the overall growth of the herbal mascaras industry.

The potential consumers are more likely to prefer organic cosmetic products in their daily routine. The number of contact-lens users is increasing in recent times and people who are with sensitive eyes are more likely to use herbal mascaras. Such factors are expected to augment the overall growth of the herbal mascaras industry during the forecast period.

Market Restraints

The requirement of higher costs to produce herbal and organic mascaras compared to conventional mascaras and the growing intense pricing pressure across the manufacturers were considered the major restraints of herbal mascara market growth.

The manufacturers were facing distress due to the changing price of the raw materials required to produce the herbal mascaras and there is not sufficient awareness among the potential customers about organic mascaras across the developing countries. Such factors are considered the major restraints of herbal mascaras' market growth.

Market Challenges

The lack of strong distribution facilities and the urban areas where a large population are not used to cosmetics and are less likely to adopt the advanced cosmetic products are considered the major challenge to the overall growth of the herbal mascara market.

The regulations imposed by the government organization towards the usage of the cosmetics and the chemical composition of the cosmetic products are considered the major challenges to herbal mascara market growth. On the other hand, the distribution channels are not available for several areas and networks which further restricts the overall growth of the herbal mascara market.

Cumulative Growth Analysis

The growth of the herbal mascara market is influenced by the growing number of female consumers who are building interest in make-up and the influence of the social media platform. Since the manufacturers are utilizing herbal ingredients in the manufacturing of the herbal mascaras, they are skin-friendly and don’t cause any side effects or irritations to the users. The growing consumer preferences towards makeup and personal care products in recent years due to the increasing disposable income and the economic conditions of the countries are fostering the growth of the herbal mascara market in recent times. 

The social media platforms and the growing number of beauty influencers that demonstrate the usage and benefits of the beauty products increase the sales of the beauty products and thereby generate a huge revenue that aids the growth of the cosmetic industry. Moreover, the brands are also offering paid partnerships with the leading beauty influencers to stimulate their sales.

Value Chain Analysis

The growth of the herbal mascaras industry is dependent on the consumer preferences towards makeup and personal care products, however, the awareness of the potential benefits of opting the herbal mascaras over synthetic ones is also increasing and they improve the lifestyle and add value to the items they purchase. Such factors are considered the major drivers of herbal mascara market growth. The increasing celebrity brand endorsements and the innovations in the cosmetic field, especially the applicator and the lifespan of the product are given preference by the manufacturers. The surging e-commerce platforms and the support from the government reforms have embarked a mark on the development of the cosmetic industry. 

The growing awareness regarding the side effects of synthetic mascaras and the health hazards that are caused due to the usage of the chemicals are propelling the potential consumer toward herbal beauty products and the increasing number of celebrity endorsements and the growing investments in the development and the manufacturing techniques are also bolstering the overall growth of herbal mascara market in the recent years.

Segment Overview:

Based on type

  • Volumizing

  • Lengthening

  • Curling

  • Others

Based on nature

  • Regular

  • Waterproof

Based on Category

  • Organic

  • Conventional

Based on the distribution channel

  • Store-Based

  • Non-Store-Based

Regional Analysis

North America and the Asian Pacific region are considered the leading regions in the herbal mascara market share. North America is showcasing a higher growth rate in the herbal mascara market growth due to the presence of established market players and the increasing adoption of novel technologies for the development of herbal mascara and accessories. The leading market players are investing in novel techniques and raw materials used. They are also highly inclined towards producing cosmetics that are derived from natural products. Such factors are considered the major drivers of herbal mascara market growth.

The Asian-pacific region is also exhibiting a higher growth rate due to the prevalence of several social media influencers and the developments in the physical appearance of cosmetics. The growing disposable income and the increasing number of cosmetic users are propelling the countries ahead in the herbal mascara market share.

Competitive Landscape

  • Ecco Bella

  • Ulta Beauty, Inc.



  • Odylique

  • Josie Maran Cosmetics


  • RMS Beauty

  • EVXO Cosmetics

  • Palladio Beauty


  • Green People.

  • Rejuva Minerals Inc.

  • BUXOM Cosmetics.


  • Fifth & Skin

  • Endlessly Beautiful.

  • Procter & Gamble

  • Unilever

Recent Developments

In the year 2017, one of the leading market players, Revlon had welcomed the celebrity Gwen Stefani who is well known American singer to endorse their cosmetic products and announced her as the brand ambassador. 

In the year 2019, one of the leading market players, Inika had announced a series of products into their revolutionary portfolio that is 100% natural and vegan and is also claimed to be cruelty-free they have named the products mascara, bold lashes, and curvy lashes.

Report Overview

This report has covered:

  • Market overview

  • COVID 19 Analysis

  • Market dynamics

  • Cumulative growth analysis

  • Value chain analysis

  • Segment overview

  • Regional analysis

  • Competitive landscape

  • Recent developments

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