Eye Makeup Market Trending Towards US$ 26 Billion by 2032, Expanding at 4.5% CAGR


IMARC Group’s report titled “Eye Makeup Market Report by Product Type (Mascara, Eye Shadow, Eye Liner, Eye Pencil, Eyebrow Gel, and Others), Distribution Channel (Hypermarkets and Supermarkets, Specialty Stores, Convenience Stores, Online Stores, and Others), Pricing (Low to Medium Price, Premium Price), Source (Chemical, Natural, Organic, Halal, and Others), and Region 2024-2032“. The global eye makeup market size reached US$ 17.4 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 26.0 Billion by 2032, exhibiting a growth rate (CAGR) of 4.5% during 2024-2032.

Factors Affecting the Growth of the Eye Makeup Industry:

  • Rising Consumer Awareness and Preference for Premium Products:

The global eye makeup market is significantly driven by rising consumer awareness regarding personal grooming and beauty trends. The modern consumer is more informed than ever, due to the proliferation of beauty blogs, social media influencers, and makeup tutorials on platforms such as YouTube and Instagram. This heightened awareness has created a strong demand for high-quality, premium eye makeup products. Consumers are increasingly willing to invest in brands that promise superior performance, innovative formulations, and long-lasting wear. Additionally, the demand for organic and natural products is growing as consumers become more health-conscious and aware of the potential harmful effects of chemicals. Brands are responding by offering a range of premium, eco-friendly eye makeup options, thus expanding their market share. The shift toward premiumization is also evident in emerging markets, where rising disposable incomes and urbanization contribute to increased spending on luxury beauty products.

  • Innovation and Technological Advancements:

Technological advancements and continuous innovation in product formulations and applicators are crucial drivers of the eye makeup market. Brands are investing heavily in research and development to introduce products that offer enhanced benefits such as longer wear, water resistance, and improved color payoff. The incorporation of advanced ingredients such as peptides, antioxidants, and vitamins has led to multifunctional products that beautify and also nourish and protect the delicate eye area. Moreover, innovations in applicators and packaging have made eye makeup more user-friendly, catering to both novice users and professional makeup artists. Smart packaging solutions such as precision brushes, ergonomic applicators, and customizable palettes are gaining popularity. Augmented reality (AR) and virtual try-on technologies are also transforming the shopping experience, allowing consumers to virtually test products before purchase, thereby increasing consumer confidence and reducing return rates.

  • Influence of Social Media and Celebrity Endorsements:

The influence of social media and celebrity endorsements plays a vital role in shaping consumer preferences and driving sales in the global eye makeup market. Social media platforms such as Instagram, TikTok, and YouTube are powerful tools for beauty brands to reach and engage with their target audience. Influencers and beauty vloggers with millions of followers create trends and endorse products, significantly impacting consumer purchasing decisions. Collaborations between brands and popular influencers often result in limited edition products that generate immense hype and rapid sales. Additionally, celebrity endorsements lend credibility and aspirational value to brands. Celebrities launching their own makeup lines, such as Rihanna’s Fenty Beauty or Kylie Jenner’s Kylie Cosmetics, have set new benchmarks in the industry by merging star power with innovative product offerings. The viral nature of social media ensures that trends spread quickly, creating a global demand for new and trendy eye makeup products. This digital age of marketing boosts brand visibility and fosters a direct and interactive relationship with consumers, driving sustained growth in the eye makeup market.

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Competitive Landscape:

The competitive landscape of the market has been studied in the report with detailed profiles of the key players operating in the market.

  • 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 etc.

Eye Makeup Market Report Segmentation:

By Product Type:

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

Mascara dominates the market due to its universal appeal, ability to instantly enhance and define the eyes, and the constant innovation in formulations that cater to diverse consumer needs and preferences.

By Distribution Channel:

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

Hypermarkets and supermarkets hold maximum number of shares as they offer a wide variety of eye makeup products under one roof, providing consumers with convenience, competitive pricing, and the opportunity to compare products in a single shopping trip.

By Pricing:

  • Low to Medium Price
  • Premium Price

Low to medium price represent the largest segment as it caters to a broad consumer base seeking affordable yet quality eye makeup products, making it accessible and appealing to a wider audience.

By Source:

  • Chemical
  • Natural
  • Organic
  • Halal
  • Other

Chemical dominates the market as it offers a broader range of vibrant colors, longer-lasting formulations, and cost-effective production, meeting the high demand for diverse and reliable eye makeup products.

Regional Insights:

  • 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

North America’s dominance in the eye makeup market is attributed to its high disposable income, strong presence of leading beauty brands, and advanced consumer awareness regarding beauty trends and products.

Global Eye Makeup Market Trends:

The traditional perception of beauty and grooming as predominantly female activities is evolving, with an increasing number of men investing in eye makeup products. This shift is fueled by changing societal norms and the growing acceptance of men’s grooming and self-expression through makeup. Brands are recognizing this untapped demographic and launching gender-neutral or male-specific eye makeup lines. The influence of male beauty influencers and celebrities who openly endorse and use makeup further normalizes this trend. This broadening consumer base significantly expands the market, as men seek products such as eyeliners, mascaras, and brow gels to enhance their appearance, contributing to overall market growth.

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