Waterproof Makeup Market Report 2026

The waterproof makeup market size has grown strongly in recent years. It will grow from $17.05 billion in 2025 to $18.34 billion in 2026 at a compound annual growth rate (CAGR) of 7.6%. The growth in the historic period can be attributed to rising consumer interest in durable cosmetics, growth of beauty and personal care spending, increasing use of makeup for special occasions, expansion of global cosmetics brands, wider availability of waterproof product variants.

The waterproof makeup market size is expected to see strong growth in the next few years. It will grow to $24.35 billion in 2030 at a compound annual growth rate (CAGR) of 7.3%. The growth in the forecast period can be attributed to increasing focus on clean and dermatologically tested formulas, rising demand for high-performance makeup in humid climates, expansion of influencer-driven beauty trends, growing preference for premium cosmetics, increasing innovation in film-forming ingredients. Major trends in the forecast period include increasing demand for long-lasting and sweat-resistant formulations, rising adoption of skin-friendly waterproof cosmetics, growing popularity of multi-functional makeup products, expansion of professional-grade waterproof makeup lines, enhanced focus on smudge-proof performance.

The rising demand for long-lasting beauty solutions is expected to drive the growth of the waterproof makeup market in the coming years. As consumers increasingly prefer cosmetics that remain intact throughout the day, there is a growing demand for waterproof makeup. These products, which resist sweat, water, and humidity, are perfect for busy lifestyles and special occasions, ensuring a fresh and smudge-proof look all day long. For example, in November 2024, Forbes Media reported that the US beauty industry generated approximately $94.36 billion in cosmetics and beauty sales in 2023, with consumers spending around $21.3 billion on beauty products through e-commerce platforms. This growing demand for long-lasting beauty solutions is fueling the waterproof makeup market.

Key companies are focusing on developing innovative products, such as smudge-proof cosmetics, that can withstand sweat, water, and humidity. These products are designed to stay intact for extended periods without fading, smearing, or transferring. For instance, in June 2024, L'Oreal Paris launched the Voluminous Panorama Waterproof Mascara, designed to provide panoramic volume and make lashes appear 1.4 times larger. The mascara features a clump-resistant, flake-resistant, and smudge-resistant formula that lasts up to 24 hours. It also includes a multi-level bristle brush for even application and is suitable for sensitive eyes and contact lens wearers.

In April 2023, The Estee Lauder Companies Inc. acquired Tom Ford for $2.8 billion, strengthening its luxury portfolio. As part of this acquisition, Estee Lauder gained full ownership of the Tom Ford brand and its intellectual property, including waterproof makeup products such as waterproof foundations and concealers, further expanding its reach in the premium beauty market.

Major companies operating in the waterproof makeup market report are Christian Dior SE, LVMH Moët Hennessy Louis Vuitton SE, L’Oréal S.A., Estee Lauder Inc., Chanel Inc., Shiseido Company Limited, Coty Inc., Fenty Beauty LLC, Revlon Consumer Products LLC, Make Up for Ever S.A., e.l.f. Cosmetics, Anastasia Beverly Hills LLC, Glo Skin Beauty, Tarte Inc., Too Faced Cosmetics LLC, Huda Beauty Limited, Urban Decay, Palladio Beauty Group LLC, Gorgeous Cosmos Pvt Ltd, Avon Products Inc.

North America was the largest region in the waterproof makeup market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the waterproof makeup market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the waterproof makeup market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The waterproof makeup market consists of sales of foundation, mascara, eyeliner, and lipstick. 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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