Mascara Market Report 2025

This Mascara Market report delivers an in-depth analysis of the market’s key characteristics, including size, growth potential, and segmentation. It provides a detailed breakdown of the market across major regions and leading countries, highlighting historical data and future growth projections. The report also examines the competitive landscape, market share insights, emerging trends, and strategic developments shaping the market.

The mascara market size has grown strongly in recent years. It will grow from $7.14 billion in 2024 to $7.66 billion in 2025 at a compound annual growth rate (CAGR) of 7.3%. The growth during the historic period can be attributed to the rise of beauty and fashion trends, the impact of beauty influencers, the increasing consumer demand for convenience, the expansion of both offline and online retail channels, and the growing global emphasis on eye-enhancing cosmetic products.

The mascara market size is expected to see strong growth in the next few years. It will grow to $10.06 billion in 2029 at a compound annual growth rate (CAGR) of 7%. The growth in the forecast period can be attributed to the rising demand for sustainable packaging, the expansion of hypoallergenic and clean beauty products, the increasing popularity of multifunctional mascaras, the growth of e-commerce platforms, and the expanding influence of social media beauty tutorials. Key trends during this period include the rise of minimalist beauty routines, the emergence of customized mascaras, the continued expansion of clean beauty, the integration of advanced brush technology for precise application, and the growing impact of celebrity- and influencer-led brand collaborations.

The increasing participation of women in the workforce is expected to drive the growth of the mascara market. Women actively contributing to economic activities across various industries and professions benefit from greater access to education, shifting societal norms, and improved career advancement opportunities, leading to a rise in the working women population. Mascara supports working women by enhancing confidence and professionalism, offering a quick and effective way to define their eyes, which aligns with their busy lifestyles. For example, in March 2023, the U.S. Bureau of Labor Statistics reported that in 2022, the District of Columbia had the highest women’s labor force participation rate in the U.S. at 66.5%, followed by Nebraska (65.5%), Minnesota (63.9%), North Dakota (63.8%), and South Dakota (63.6%). Additionally, labor force participation among women aged 16 to 19 was 37.2%, while it stood at 15.5% for those aged 65 and older. As a result, the growing working women population is expected to contribute to the expansion of the mascara market.

Leading companies in the mascara industry are prioritizing innovation by developing sustainable products, such as Tahitian microalgae-based mascara, to promote healthier lashes while aligning with eco-conscious consumer preferences. This type of mascara incorporates extracts from Tahitian microalgae, known for their nourishing and moisturizing properties, enhancing lash volume and health. For example, in June 2024, Goop Inc., a U.S.-based lifestyle and wellness company, introduced the Featherlash Lifting Serum Mascara, priced at $28, expanding its beauty collection, which includes the Colorblur Glow Balm and Clean Nourishing Lip Balm. Available on Goop’s website and at select retailers such as Nordstrom, this mascara merges beauty with skincare benefits. It features a proprietary Widelash Complex enriched with peptides, panthenol, and biotin to strengthen lashes, along with Tahitian microalgae for added density and Vitamin E for conditioning.

In July 2024, CORE Industrial Partners LLC, a U.S.-based private equity firm, acquired Winky Lux for an undisclosed amount. This acquisition aims to bolster CORE Industrial Partners LLC’s presence in the cosmetics industry and expand its mascara offerings to cater to a broader consumer base. Winky Lux is a U.S.-based company specializing in cosmetic products, including lipsticks, eyeshadows, highlighters, and mascaras.

Major players in the mascara market are Christian Dior SE, L'Oréal SA, Chanel S.A., The Estée Lauder Companies Inc., Shiseido Company Limited., Mary Kay Inc., Maybelline, Revlon Inc., Yves Saint Laurent SAS, Benefit Cosmetics LLC, Oriflame Cosmetics S.A., Fenty Beauty, Anastasia Beverly Hills Inc., Lancôme, Tarte Inc., Too Faced Cosmetics Inc., Urban Decay Cosmetics Inc., CoverGirl Cosmetics., Bobbi Brown Cosmetics Inc., Make-up Art Cosmetics Inc.

Asia-Pacific was the largest region in the mascara market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in mascara report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa. The countries covered in the mascara market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Mascara is a cosmetic product designed to darken, lengthen, and thicken eyelashes, enhancing the overall appearance of the eyes. Its benefits include adding length and volume to lashes, defining the eyes, creating a dramatic effect, and offering various formulations tailored for different results, such as waterproof or volumizing options.

The primary types of mascara include volumizing, lengthening, curling, and others. Volumizing mascara is specifically formulated to increase the thickness and fullness of eyelashes, giving them a more voluminous look. This category encompasses both regular and waterproof variants. Mascaras are available in different forms, including liquid, gel, and cream. They are distributed through multiple channels, such as online platforms, specialty stores, supermarkets or hypermarkets, convenience stores, department stores, and more. The end users of mascara include both individuals and professionals.

The mascara market research report is one of a series of new reports that provides mascara market statistics, including the mascara industry's global market size, regional shares, competitors with a mascara market share, detailed mascara market segments, market trends and opportunities, and any further data you may need to thrive in the mascara industry. This mascara market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The mascara market consists of sales of peptide mascara, clear mascara, tubing mascara, magnetic mascara, and hypoallergenic mascara. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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