Eye Makeup

Global Eye Makeup Market to Reach US$23.7 Billion by 2030

The global market for Eye Makeup estimated at US$18.7 Billion in the year 2024, is expected to reach US$23.7 Billion by 2030, growing at a CAGR of 4.1% over the analysis period 2024-2030. Mascara, one of the segments analyzed in the report, is expected to record a 6.0% CAGR and reach US$6.5 Billion by the end of the analysis period. Growth in the Eye Shadow segment is estimated at 3.1% CAGR over the analysis period.

The U.S. Market is Estimated at US$5.1 Billion While China is Forecast to Grow at 7.8% CAGR

The Eye Makeup market in the U.S. is estimated at US$5.1 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$4.9 Billion by the year 2030 trailing a CAGR of 7.8% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 1.5% and 3.2% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 2.4% CAGR.

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.

SCOPE OF STUDY:

The report analyzes the Eye Makeup market in terms of units by the following Segments, and Geographic Regions/Countries:

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.

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 FACTOR

Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by artificially increasing the COGS, reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

We are diligently following expert opinions of leading Chief Economists (14,949), Think Tanks (62), Trade & Industry bodies (171) worldwide, as they assess impact and address new market realities for their ecosystems. Experts and economists from every major country are tracked for their opinions on tariffs and how they will impact their countries.

We expect this chaos to play out over the next 2-3 months and a new world order is established with more clarity. We are tracking these developments on a real time basis.

As we release this report, U.S. Trade Representatives are pushing their counterparts in 183 countries for an early closure to bilateral tariff negotiations. Most of the major trading partners also have initiated trade agreements with other key trading nations, outside of those in the works with the United States. We are tracking such secondary fallouts as supply chains shift.

To our valued clients, we say, we have your back. We will present a simplified market reassessment by incorporating these changes!

APRIL 2025: NEGOTIATION PHASE

Our April release addresses the impact of tariffs on the overall global market and presents market adjustments by geography. Our trajectories are based on historic data and evolving market impacting factors.

JULY 2025 FINAL TARIFF RESET

Complimentary Update: Our clients will also receive a complimentary update in July after a final reset is announced between nations. The final updated version incorporates clearly defined Tariff Impact Analyses.

Reciprocal and Bilateral Trade & Tariff Impact Analyses:

USA
CHINA
MEXICO
CANADA
EU
JAPAN
INDIA
176 OTHER COUNTRIES.

Leading Economists - Our knowledge base tracks 14,949 economists including a select group of most influential Chief Economists of nations, think tanks, trade and industry bodies, big enterprises, and domain experts who are sharing views on the fallout of this unprecedented paradigm shift in the global econometric landscape. Most of our 16,491+ reports have incorporated this two-stage release schedule based on milestones.

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