Waterproof Makeup

Global Waterproof Makeup Market to Reach US$21.1 Billion by 2030

The global market for Waterproof Makeup estimated at US$16.3 Billion in the year 2024, is expected to reach US$21.1 Billion by 2030, growing at a CAGR of 4.4% over the analysis period 2024-2030. Mascara, one of the segments analyzed in the report, is expected to record a 3.3% CAGR and reach US$5.2 Billion by the end of the analysis period. Growth in the Foundation & Skin Tint segment is estimated at 3.5% CAGR over the analysis period.

The U.S. Market is Estimated at US$4.4 Billion While China is Forecast to Grow at 6.7% CAGR

The Waterproof Makeup market in the U.S. is estimated at US$4.4 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$4.1 Billion by the year 2030 trailing a CAGR of 6.7% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 2.1% and 4.3% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 2.7% CAGR.

Global Waterproof Makeup Market – Key Trends & Drivers Summarized

Why Is Waterproof Makeup Gaining Popularity in the Cosmetics Industry?

Waterproof makeup has witnessed significant demand growth in the cosmetics industry as consumers seek long-lasting and smudge-proof beauty products that withstand humidity, sweat, and water exposure. With increasing global temperatures, active lifestyles, and the rise of social media beauty trends, there is a heightened preference for cosmetics that maintain a flawless appearance throughout the day. Waterproof formulations offer extended wear time, making them particularly popular among athletes, travelers, and individuals in humid climates. The growing demand for high-performance beauty solutions has driven cosmetic brands to innovate with sweat-proof foundations, water-resistant mascaras, and long-lasting lip products that provide durability without compromising comfort. Additionally, the rising influence of social media and influencer marketing has propelled the visibility of waterproof makeup, as beauty enthusiasts showcase their resistance to smudging and fading in various conditions. As consumers continue to seek convenient and resilient cosmetic solutions, the waterproof makeup market is expanding across both mass and premium beauty segments.

How Are Advances in Formulation and Skincare-Infused Ingredients Enhancing Waterproof Makeup?

Significant advancements in cosmetic science have transformed waterproof makeup formulations, improving their performance, texture, and skincare benefits. Traditional waterproof products relied heavily on synthetic waxes, silicones, and film-forming polymers to create a moisture-resistant barrier. However, modern innovations now incorporate breathable, lightweight ingredients that provide superior wear without feeling heavy on the skin. Skincare-infused waterproof makeup is also on the rise, with formulations featuring hydrating hyaluronic acid, antioxidant-rich botanical extracts, and SPF protection to promote skin health while offering long-lasting coverage. Additionally, advancements in pigment technology have improved the vibrancy and longevity of waterproof lipsticks, eyeshadows, and eyeliners, ensuring high-impact color payoff. The emergence of hybrid products, such as waterproof BB creams and setting sprays with sealing technology, has further enhanced the category, catering to consumers seeking multifunctional beauty solutions. As cosmetic brands continue to refine waterproof formulations, the market is witnessing a shift toward high-performance, skin-friendly, and easy-to-remove products.

What Challenges Are Hindering the Adoption of Waterproof Makeup?

Despite its growing popularity, waterproof makeup faces several challenges, including formulation complexity, consumer concerns about removability, and environmental impact. Developing long-lasting, water-resistant formulas requires a delicate balance of performance and breathability, as overly occlusive formulations can clog pores and cause skin irritation. Additionally, the removal of waterproof makeup often requires specialized oil-based cleansers or micellar water, which some consumers find inconvenient compared to traditional makeup. The presence of long-wearing synthetic polymers and silicones in waterproof formulas has also raised environmental concerns, particularly regarding microplastic pollution and water contamination. Regulatory scrutiny surrounding the sustainability of cosmetic ingredients has prompted brands to explore eco-friendly waterproof formulations that maintain durability without harming the environment. Addressing these challenges requires continued research into sustainable, non-toxic waterproofing agents and improved cleansing solutions that enhance consumer convenience while minimizing environmental impact.

What Factors Are Driving the Growth of the Waterproof Makeup Market?

The growth in the waterproof makeup market is driven by several factors, including rising consumer demand for long-wear beauty products, advancements in smudge-proof formulations, and the expansion of active lifestyle trends. The increasing participation of consumers in outdoor activities, sports, and travel has fueled the need for high-performance, water-resistant cosmetics. The growth of influencer marketing and beauty tutorials has further amplified consumer awareness, encouraging widespread adoption of waterproof foundations, mascaras, and lipsticks. Additionally, the expansion of the premium beauty and professional makeup segment has driven innovation, with brands launching waterproof formulations tailored for photoshoots, bridal makeup, and special events. The demand for multipurpose cosmetics that combine skincare benefits with water resistance has also contributed to market expansion. As technology continues to enhance formulation longevity, breathability, and sustainability, the waterproof makeup market is expected to experience continued growth, redefining beauty standards in the era of long-lasting and high-performance cosmetics.

SCOPE OF STUDY:

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

Segments:
Product (Mascara, Foundation & Skin Tint, Eyeliner, Lipstick, Brow Gels, Others); Form (Liquid, Gels, Powder); Distribution Channel (Supermarkets / Hypermarkets, Specialty Beauty Stores, Drugstores / Pharmacies, Online, Others); End-Use (Women, Men)

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 42 Featured) -

• Amorepacific Corporation
• Anastasia Beverly Hills
• Benefit Cosmetics
• Chanel
• Charlotte Tilbury Beauty
• Clinique
• Cover FX
• Dior
• Estée Lauder Companies
• Haus Labs by Lady Gaga
• ILIA Beauty
• KVD Beauty
• L`Oréal Paris
• Lancôme
• MAC Cosmetics
• Maybelline New York
• Milk Makeup
• Revlon
• Stila 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.

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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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EU
JAPAN
INDIA
176 OTHER COUNTRIES.

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