The global market for Eye Makeup was estimated at US$18.7 Billion in 2024 and is projected to reach US$23.7 Billion by 2030, growing at a CAGR of 4.1% from 2024 to 2030. This comprehensive report provides an in-depth analysis of market trends, drivers, and forecasts, helping you make informed business decisions. The report includes the most recent global tariff developments and how they impact the Eye Makeup market.
The surge in digital beauty culture, particularly through platforms like Instagram, TikTok, and YouTube, has significantly influenced consumer preferences and product choices. Makeup tutorials, beauty influencers, and celebrity collaborations have propelled demand for bold, artistic eye makeup looks, from graphic liners to metallic eyeshadows. Additionally, the increasing diversity in beauty standards has encouraged brands to expand their shade ranges and formulations to cater to all skin tones and types. The growing focus on clean beauty and cruelty-free products has further reshaped the market, with more brands offering vegan and organic alternatives.
The demand for multi-functional and travel-friendly products has led to the rise of compact and stick-based eye makeup solutions, such as eyeshadow sticks and retractable eyeliners. These products offer convenience and precision, catering to busy consumers who prefer quick and effortless makeup application. Moreover, advancements in applicator technology, such as ultra-fine brush tips for eyeliners and ergonomic mascara wands, have enhanced precision and ease of use. Brands are also leveraging augmented reality (AR) tools to offer virtual try-ons, allowing consumers to test products digitally before purchasing, thereby enhancing the online shopping experience.
The growth in the eye makeup market is driven by several factors, including advancements in product formulations, the increasing demand for cruelty-free and sustainable cosmetics, and the expansion of e-commerce platforms that provide wider accessibility to beauty products. The COVID-19 pandemic initially slowed makeup sales due to reduced social interactions, but the market has rebounded strongly with the return of in-person events and increased social media engagement. Additionally, the rise of unisex and gender-neutral beauty products has further broadened the consumer base, making eye makeup an essential category in the global cosmetics industry. As brands continue to innovate with high-performance and eco-conscious formulations, the eye makeup market is expected to experience sustained growth.
Segments: Product (Mascara, Eye Shadow, Eye Liner, Eye Pencil, Eye Brow, Other Eye Makeup Products); Source (Organic Source, Conventional Source); Distribution Channel (Online Distribution Channel, Offline Distribution Channel)
Geographic Regions/Countries: World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.
The analysts continuously track trade developments worldwide, drawing insights from leading global economists and over 200 industry and policy institutions, including think tanks, trade organizations, and national economic advisory bodies. This intelligence is integrated into forecasting models to provide timely, data-driven analysis of emerging risks and opportunities.
Global Eye Makeup Market - Key Trends & Drivers Summarized
Why Is the Eye Makeup Market Booming?
The global eye makeup market has witnessed substantial growth, driven by evolving beauty trends, increasing consumer awareness of cosmetic products, and the rising influence of social media and beauty influencers. Eye makeup products, including mascara, eyeliner, eyeshadow, and eyebrow enhancers, have become essential components of daily beauty routines across diverse demographics. With consumers seeking high-performance, long-lasting, and smudge-proof formulations, cosmetic brands are innovating with waterproof, sweat-resistant, and transfer-proof products to cater to modern beauty demands.The surge in digital beauty culture, particularly through platforms like Instagram, TikTok, and YouTube, has significantly influenced consumer preferences and product choices. Makeup tutorials, beauty influencers, and celebrity collaborations have propelled demand for bold, artistic eye makeup looks, from graphic liners to metallic eyeshadows. Additionally, the increasing diversity in beauty standards has encouraged brands to expand their shade ranges and formulations to cater to all skin tones and types. The growing focus on clean beauty and cruelty-free products has further reshaped the market, with more brands offering vegan and organic alternatives.
How Is Innovation Reshaping the Eye Makeup Industry?
Innovation in eye makeup formulations and packaging has been a key driver of market growth, with brands continuously developing products that offer improved pigmentation, longevity, and ease of application. Hybrid formulations that combine skincare benefits with makeup, such as mascaras infused with lash-conditioning serums and eyeshadows enriched with hydrating ingredients, have gained popularity. Additionally, smudge-proof and water-resistant formulations have become industry standards, ensuring that makeup remains intact throughout the day.The demand for multi-functional and travel-friendly products has led to the rise of compact and stick-based eye makeup solutions, such as eyeshadow sticks and retractable eyeliners. These products offer convenience and precision, catering to busy consumers who prefer quick and effortless makeup application. Moreover, advancements in applicator technology, such as ultra-fine brush tips for eyeliners and ergonomic mascara wands, have enhanced precision and ease of use. Brands are also leveraging augmented reality (AR) tools to offer virtual try-ons, allowing consumers to test products digitally before purchasing, thereby enhancing the online shopping experience.
What Factors Are Fueling Growth in the Eye Makeup Market?
The expansion of the eye makeup market is primarily driven by increasing beauty consciousness, higher disposable incomes, and the rising popularity of bold and expressive makeup trends. The global shift towards self-expression through makeup, particularly among younger consumers, has contributed to increased experimentation with colors, textures, and artistic styles. Additionally, the impact of K-beauty (Korean beauty) and J-beauty (Japanese beauty) trends, which emphasize natural yet defined eye makeup looks, has influenced product innovation and consumer preferences worldwide.The growth in the eye makeup market is driven by several factors, including advancements in product formulations, the increasing demand for cruelty-free and sustainable cosmetics, and the expansion of e-commerce platforms that provide wider accessibility to beauty products. The COVID-19 pandemic initially slowed makeup sales due to reduced social interactions, but the market has rebounded strongly with the return of in-person events and increased social media engagement. Additionally, the rise of unisex and gender-neutral beauty products has further broadened the consumer base, making eye makeup an essential category in the global cosmetics industry. As brands continue to innovate with high-performance and eco-conscious formulations, the eye makeup market is expected to experience sustained growth.
Report Scope
The report analyzes the Eye Makeup market, presented in terms of market value (US$ Thousand). The analysis covers the key segments and geographic regions outlined below.Segments: Product (Mascara, Eye Shadow, Eye Liner, Eye Pencil, Eye Brow, Other Eye Makeup Products); Source (Organic Source, Conventional Source); Distribution Channel (Online Distribution Channel, Offline Distribution Channel)
Geographic Regions/Countries: World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.
Key Insights:
- Market Growth: Understand the significant growth trajectory of the Mascara segment, which is expected to reach US$6.5 Billion by 2030 with a CAGR of a 6.0%. The Eye Shadow segment is also set to grow at 3.1% CAGR over the analysis period.
- Regional Analysis: Gain insights into the U.S. market, estimated at $5.1 Billion in 2024, and China, forecasted to grow at an impressive 7.8% CAGR to reach $4.9 Billion by 2030. Discover growth trends in other key regions, including Japan, Canada, Germany, and the Asia-Pacific.
Why You Should Buy This Report:
- Detailed Market Analysis: Access a thorough analysis of the Global Eye Makeup Market, covering all major geographic regions and market segments.
- Competitive Insights: Get an overview of the competitive landscape, including the market presence of major players across different geographies.
- Future Trends and Drivers: Understand the key trends and drivers shaping the future of the Global Eye Makeup Market.
- Actionable Insights: Benefit from actionable insights that can help you identify new revenue opportunities and make strategic business decisions.
Key Questions Answered:
- How is the Global Eye Makeup Market expected to evolve by 2030?
- What are the main drivers and restraints affecting the market?
- Which market segments will grow the most over the forecast period?
- How will market shares for different regions and segments change by 2030?
- Who are the leading players in the market, and what are their prospects?
Report Features:
- Comprehensive Market Data: Independent analysis of annual sales and market forecasts in US$ Million from 2024 to 2030.
- In-Depth Regional Analysis: Detailed insights into key markets, including the U.S., China, Japan, Canada, Europe, Asia-Pacific, Latin America, Middle East, and Africa.
- Company Profiles: Coverage of players such as Anastasia Beverly Hills, Bobbi Brown, ColourPop Cosmetics, Coty Inc. (Max Factor), e.l.f. Cosmetics and more.
- Complimentary Updates: Receive free report updates for one year to keep you informed of the latest market developments.
Select Competitors (Total 43 Featured):
- Anastasia Beverly Hills
- Bobbi Brown
- ColourPop Cosmetics
- Coty Inc. (Max Factor)
- e.l.f. Cosmetics
- Estée Lauder Companies
- Glossier
- Huda Beauty
- L.A. Girl Cosmetics
- L`Oréal
- MAC Cosmetics
- Maybelline
- NARS Cosmetics
- NYX Professional Makeup
- Pat McGrath Labs
- Procter & Gamble (CoverGirl)
- Revlon
- Shiseido
- Too Faced Cosmetics
- Urban Decay
Tariff Impact Analysis: Key Insights for 2025
Global tariff negotiations across 180+ countries are reshaping supply chains, costs, and competitiveness. This report reflects the latest developments as of April 2025 and incorporates forward-looking insights into the market outlook.The analysts continuously track trade developments worldwide, drawing insights from leading global economists and over 200 industry and policy institutions, including think tanks, trade organizations, and national economic advisory bodies. This intelligence is integrated into forecasting models to provide timely, data-driven analysis of emerging risks and opportunities.
What’s Included in This Edition:
- Tariff-adjusted market forecasts by region and segment
- Analysis of cost and supply chain implications by sourcing and trade exposure
- Strategic insights into geographic shifts
Buyers receive a free July 2025 update with:
- Finalized tariff impacts and new trade agreement effects
- Updated projections reflecting global sourcing and cost shifts
- Expanded country-specific coverage across the industry
Table of Contents
I. METHODOLOGYII. EXECUTIVE SUMMARY2. FOCUS ON SELECT PLAYERSIV. COMPETITION
1. MARKET OVERVIEW
3. MARKET TRENDS & DRIVERS
4. GLOBAL MARKET PERSPECTIVE
III. MARKET ANALYSIS
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Anastasia Beverly Hills
- Bobbi Brown
- ColourPop Cosmetics
- Coty Inc. (Max Factor)
- e.l.f. Cosmetics
- Estée Lauder Companies
- Glossier
- Huda Beauty
- L.A. Girl Cosmetics
- L`Oréal
- MAC Cosmetics
- Maybelline
- NARS Cosmetics
- NYX Professional Makeup
- Pat McGrath Labs
- Procter & Gamble (CoverGirl)
- Revlon
- Shiseido
- Too Faced Cosmetics
- Urban Decay
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 379 |
| Published | April 2025 |
| Forecast Period | 2024 - 2030 |
| Estimated Market Value ( USD | $ 18.7 Billion |
| Forecasted Market Value ( USD | $ 23.7 Billion |
| Compound Annual Growth Rate | 4.1% |
| Regions Covered | Global |
