Mascara

Global Mascara Market to Reach US$10.4 Billion by 2030

The global market for Mascara estimated at US$7.3 Billion in the year 2024, is expected to reach US$10.4 Billion by 2030, growing at a CAGR of 6.2% over the analysis period 2024-2030. Regular Mascara, one of the segments analyzed in the report, is expected to record a 5.1% CAGR and reach US$6.9 Billion by the end of the analysis period. Growth in the Waterproof / Water-Resistant Mascara segment is estimated at 8.5% CAGR over the analysis period.

The U.S. Market is Estimated at US$2.0 Billion While China is Forecast to Grow at 9.5% CAGR

The Mascara market in the U.S. is estimated at US$2.0 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$2.1 Billion by the year 2030 trailing a CAGR of 9.5% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 3.1% and 6.0% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 4.0% CAGR.

Global Mascara Market – Key Trends & Drivers Summarized

Why Does Mascara Continue to Dominate the Eye Makeup Segment Across Beauty Markets?

Mascara remains a foundational pillar in the global cosmetics industry, serving as a high-frequency, high-volume product that bridges both mass-market and luxury beauty segments. Its enduring popularity stems from its instant ability to define, lengthen, and volumize eyelashes—delivering visible transformation without the need for elaborate application techniques or professional assistance. Unlike other color cosmetics categories that may experience cyclical trends, mascara maintains universal relevance due to its role in everyday beauty routines, professional makeup kits, and performance-centric makeup looks.

Beyond aesthetics, mascara`s functionality in enhancing perceived eye openness and facial symmetry reinforces its appeal across age groups and skin tones. With beauty regimens becoming more streamlined—especially post-pandemic—mascara serves as a standalone product that elevates appearance with minimal effort. Moreover, with the global resurgence of in-person activities and return to offices, mascara is regaining its pre-pandemic momentum, particularly as face masks draw attention to the eyes. Its resilience, versatility, and cross-demographic adoption make it a top-selling product in most cosmetics portfolios globally.

How Are Formulation Innovations and Applicator Designs Elevating Performance and User Experience?

Technological advancements in mascara formulations and applicator systems are fueling continuous innovation and brand differentiation. New-generation mascaras now offer hybrid performance characteristics such as volumizing, lengthening, curling, defining, and conditioning—all in a single formulation. Waterproof and smudge-proof technologies, developed using film-forming polymers and long-wear wax blends, enhance durability while remaining easy to remove with modern bi-phase cleansers or micellar water. At the same time, clean beauty trends are driving the development of non-toxic, ophthalmologist-tested, and vegan mascara formulations made without parabens, silicones, or carbon black pigments.

Brush design remains a critical factor in application effectiveness. Brands are experimenting with hourglass, comb, tapered, and spherical brushes that target specific lash zones or create fanned-out effects. Precision-engineered elastomer wands, dual-brush designs, and 360-degree rotating applicators are redefining control, lash separation, and volume delivery. Additionally, tubing mascaras—using flexible polymers that form `tubes` around lashes—are gaining popularity for their no-flake, no-smudge wear and water-based removal. Together, these innovations are not only enhancing performance outcomes but also reducing clumping, fallout, and user fatigue, thereby increasing repurchase loyalty.

Which Consumer Demographics and Regional Markets Are Influencing Demand Dynamics?

Mascara consumption patterns vary by region, age, and lifestyle preferences, reflecting diverse beauty ideals and usage frequency. In North America and Western Europe, mascara enjoys nearly universal adoption among makeup users and is a staple in both minimalist and full-face routines. Premium and prestige brands thrive in these markets due to strong retail ecosystems, high disposable incomes, and robust influencer-led marketing. In Asia-Pacific, particularly in Japan, South Korea, and China, demand is shifting toward natural-effect mascaras that enhance length and curl without excessive volume—aligned with the region’s preference for soft, youthful aesthetics.

Millennial and Gen Z consumers, who dominate social media-driven beauty trends, are gravitating toward mascaras that offer visible performance, clean labels, and ethically sourced ingredients. These cohorts also value convenience, making dual-ended mascaras, travel-size versions, and multi-benefit tubes increasingly popular. Meanwhile, older consumers prioritize formulas that nourish lashes, resist smudging, and offer easy application for sensitive eyes—creating demand for ophthalmic-safe and conditioning mascaras. Additionally, the rise of men’s grooming and gender-neutral beauty products is prompting brands to launch subtle, non-glossy mascaras targeted at a broader consumer base.

What Is Fueling Continued Growth and Innovation in the Global Mascara Market?

The growth in the global mascara market is driven by a confluence of factors spanning innovation cycles, digital beauty trends, and expanding access in emerging markets. A key driver is the constant product refreshment pipeline, where brands release new mascara iterations every 6–12 months to capture consumer interest, respond to viral trends, and address evolving aesthetic preferences. Social media platforms—especially TikTok, YouTube, and Instagram—are instrumental in driving discovery and influencing purchase behavior through tutorials, wear tests, and lash transformations.

The convergence of skincare and makeup—popularly termed “skinification of cosmetics”—is leading to the incorporation of peptides, ceramides, and botanical extracts in mascaras to promote lash health and growth. Subscription boxes, digital try-ons, and online beauty consultations are expanding consumer touchpoints, while direct-to-consumer (DTC) brands are disrupting legacy brands with personalized offerings, transparent ingredient lists, and bold branding. Simultaneously, emerging markets in Latin America, Southeast Asia, and Sub-Saharan Africa are experiencing growth in cosmetics access due to rising urbanization, smartphone penetration, and influencer localization.

Sustainability is also gaining prominence, with brands exploring recyclable packaging, refillable tubes, and waterless formulations to align with eco-conscious consumer values. As cosmetics regulation evolves and consumers demand transparency and efficacy, the mascara segment is expected to continue its evolution as a high-growth, innovation-intensive pillar of the global beauty industry.

SCOPE OF STUDY:

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

Segments:
Category (Regular, Waterproof / Water-Resistant); Product Type (Volumizing, Lengthening, Curling); Distribution Channel (Offline, Online)

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 41 Featured) -

• Anastasia Beverly Hills
• Benefit Cosmetics
• Bobbi Brown Cosmetics
• Chanel S.A.
• Christian Dior SE
• Coty Inc.
• CoverGirl Cosmetics
• e.l.f. Beauty, Inc.
• Estée Lauder Companies Inc.
• Fenty Beauty
• IsaDora Cosmetics
• Kjaer Weis
• Lancôme
• L`Oréal S.A.
• LVMH Moët Hennessy Louis Vuitton SE
• Mary Kay Inc.
• Maybelline New York
• Revlon Inc.
• Shiseido Company, Limited
• Too Faced Cosmetics

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.

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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:

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JAPAN
INDIA
176 OTHER COUNTRIES.

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