Waterproof Makeup Market Report 2025

The waterproof makeup market size has grown strongly in recent years. It will grow from $15.87 billion in 2024 to $17.13 billion in 2025 at a compound annual growth rate (CAGR) of 7.9%. The growth observed in the historic period can be attributed to factors such as the growing beauty consciousness, the expansion of the cosmetics industry, the rise of e-commerce, celebrity endorsements, increasing urbanization, and the growing demand for sustainable packaging.

The waterproof makeup market size is expected to see strong growth in the next few years. It will grow to $22.95 billion in 2029 at a compound annual growth rate (CAGR) of 7.6%. The expected growth in the forecast period is driven by a rising preference for waterproof cosmetics, higher disposable incomes, the increasing influence of social media, a growing workforce of women, and a heightened demand for sweat-proof products. Key trends for this period include a surge in vegan and cruelty-free waterproof makeup, the development of hybrid skincare-makeup products, the rise of AI-driven beauty recommendations, advancements in formulation technologies, and continued innovations in makeup formulations.

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

Waterproof makeup refers to cosmetic products designed to resist water, sweat, and humidity, providing a long-lasting finish without smudging or fading. These products include specialized ingredients such as silicones, waxes, and film-forming agents that create a protective barrier on the skin. Waterproof makeup is perfect for occasions that demand extended wear, offering durability and a flawless look even under challenging conditions.

The main types of waterproof makeup include face products, eye products, lip products, and others. Face products are specifically designed for facial application, offering long-lasting coverage and resistance to water, sweat, and humidity. These products come in different forms, such as liquid, cream, gel, stick, and powder, making them suitable for daily use, occasional wear, professional environments, and special events. They are sold through various distribution channels, including supermarkets, specialty beauty stores, drugstores, online platforms, and more, catering to both women and men.

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

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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