Eye Makeup Market Analysis

Global Eye Makeup Market Overview

Eye Makeup Market Size was valued at USD 17.4 Billion in 2023. The Eye Makeup Industry is projected to grow from USD 18.65454 Billion in 2024 to USD 30.5 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 6.34% during the forecast period (2024 - 2032). Growing beauty and fashion industry, social media and influencer culture, increasing disposable income, innovation and product development, celebrity endorsements and collaborations, increasing awareness of cruelty-free and vegan products, online retail and e-commerce, are the key market drivers enhancing the market growth.

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Eye Makeup Market Trends

• Growing beauty and fashion industry is driving the market growth

The eye makeup market has been significantly influenced by the expanding beauty and fashion industries, which have also shaped consumer preferences and increased demand for eye makeup products. This sector includes a number of subsectors, such as cosmetics, skincare, hair care, and fashion, with a focus on self-care and appearance.

Setting standards and trends for beauty is one of the main ways that the fashion and beauty industries influence the eye makeup business. The perception of beauty is greatly influenced by fashion shows, beauty pageants, red carpet occasions, and celebrity culture, which also produces aspirational appearances that customers try to obtain. The beauty and fashion industries need eye makeup since it is a key component of overall makeup looks and plays a significant function in defining and enhancing the eyes.

Platforms on social media have become into a potent tool for propagating beauty trends and affecting consumer behavior. Beauty influencers, makeup artists, and celebrities frequently share tutorials, advertise goods, and showcase their eye makeup looks on social media sites like Instagram, YouTube, and TikTok. As they offer motivation, direction, and product suggestions, these influencers have a huge impact on consumers' purchasing decisions. The market for eye makeup is driven by the constant stream of eye-catching cosmetic looks posted on social media, which piques consumer interest and motivates them to explore new items and methods.

In addition, the idea of ongoing innovation and experimentation is crucial to the success of the fashion and cosmetics industries. Consumers are always looking for fresh, cutting-edge ways to express themselves and stay in style. People can experiment with various colors, textures, and styles using eye makeup as a flexible canvas for creativity. In order to meet this need, the industry has developed a vast variety of eye makeup items, including Eyeshadow, eyeliner, mascara, eyebrow products, and fake eyelashes in a variety of hues and finishes. The industry is growing as a result of customers routinely updating their eye makeup collection and experimenting with new looks thanks to the availability of a variety of product possibilities.

The beauty and fashion industries mainly rely on celebrity endorsements and partnerships in addition to trends and product offerings to pique consumer attention. A lot of famous people, including actresses, artists, and influencers, have either started their own eye makeup lines or partnered with well-known cosmetic companies. Because consumers strive to have the same appearance as their favorite celebrities, these alliances help to build a strong consumer base. The eye cosmetics business is ultimately driven by celebrity-driven marketing initiatives that build buzz, foster brand loyalty, and broaden the consumer base.

Influencers in the fields of fashion and beauty have become increasingly important in influencing consumer behavior. These influencers have a major effect over the purchasing decisions of their audience since they have built up a sizable and active social media following. They routinely work with brands, publicize the introduction of new products, and post frank instructions and reviews. Influencers encourage their followers to try new products and techniques by showing their own eye makeup looks and offering tips and tricks, which boosts sales and expands the market.

Therefore, the market for eye makeup has been greatly influenced by the expanding influence of the beauty and fashion industries on trends, celebrity endorsements, social media presence, and emphasis on self-expression. The demand for eye makeup products is anticipated to stay high as the industry develops and new trends appear, spurring additional innovation and market expansion. Thus, driving the Eye Makeup Market revenue.

Eye Makeup Market Segment Insights

Eye Makeup Product Type Insights

The Eye Makeup Market segmentation, based on product type includes eyeliner, eyeshadow, mascara, eyebrow enhancers, others. The eyeliner category dominated the market in 2022. The extensive usage of eyeliner to accentuate the contour of the eyes can be ascribed to its popularity. Customers use beauty products like eyeliner or kohl to define their eyes. High demand exists for waterproof eyeliner since it does not smear in damp or hot environments.

Eye Makeup Nature Insights

The Eye Makeup Market segmentation, based on nature, includes organic and conventional. The conventional category dominated the market in 2022. Because conventional eye makeup is more widely available and less expensive than cosmetics made with organic materials.

Eye Makeup Category Insights

The Eye Makeup Market segmentation, based on category, includes economy and premium. The economy category generated the most income in 2022. As a result of their accessibility at drugstores, supermarkets, and hypermarkets, the goods in this category are also referred to as drugstore makeup. The segment is anticipated to have a greater CAGR because these products are more reasonably priced.

Eye Makeup Distribution Channel Insights

The Eye Makeup Market segmentation, based on distribution channel, includes store-based and non-store-based. The store-based category generated the most income in 2022. Consumers can access a wide range of products through store-based methods of distribution, which also improve product visibility.

Figure 1: Eye Makeup Market, by Distribution channel, 2022 & 2032 (USD Billion)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Eye Makeup Regional Insights

By region, the study provides the market insights into North America, Europe, Asia-Pacific and Rest of the World. Europe Eye Makeup Market dominated this market in 2022 (45.80%). The demand for cosmetic items in the area is driven by the growing cooperation of market players with various brands and stakeholders to provide a range of products and enhance their supply chain management. Further, the German Eye Makeup Market held the largest market share, and the UK Eye Makeup Market was the fastest growing market in the European region.

Further, the major countries studied in the market report are The U.S., Canada, German, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.

Figure 2: EYE MAKEUP MARKET SHARE BY REGION 2022 (USD Billion)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

The North America Eye Makeup Market accounts for the significant market share. Customers have a huge opportunity thanks to prominent players in the area to access various cosmetic brands and choose items that suit their preferences. Further, the U.S. Eye Makeup Market held the largest market share, and the Canada Eye Makeup Market was the fastest growing market in the North America region.

The Asia-Pacific Eye Makeup Market is expected to grow at healthy CAGR from 2023 to 2032. The young population's increasing usage of branded beauty products will likely cause the area to grow significantly in the upcoming years. Moreover, China’s Eye Makeup Market held the largest market share, and the Indian Eye Makeup Market was the fastest growing market in the Asia-Pacific region.

Eye Makeup Key Market Players & Competitive Insights

Leading market players are investing heavily in research and development in order to expand their product lines, which will help the Eye Makeup Market, grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, Eye Makeup industry must offer cost-effective items.

Manufacturing locally to minimize operational costs is one of the key business tactics used by manufacturers in the Eye Makeup industry to benefit clients and increase the market sector. In recent years, the Eye Makeup industry has offered some of the most significant advantages to medicine. Major players in the Eye Makeup Market, including L'Oréal S.A. (France), The Estée Lauder Companies Inc. (US), RMS Beauty (US), Anastasia Beverly Hills Inc. (US), Benefit Cosmetics LLC (US), Morphe Cosmetics Limited (US), Revolution Beauty Ltd. (UK), Hindustan Unilever Limited (India), Faces Cosmetics Inc. (US), Christian Dior SE (France), are attempting to increase market demand by investing in research and development operations.

Personal care products are offered by L'Oreal SA (L'Oreal). The business produces and sells cosmetics, fragrances, hair care, skincare, sunscreen, and coloring products. Lancome Giorgio Armani, Yves Saint Laurent, Biotherm, Kiehl's, Ralph Lauren, Shu Uemura, Cacharel, Helena Rubinstein, Clarisonic, Diesel, Viktor&Rolf, Yue Sai, Essie, Maybelline New York, Redken, Kerastase, and Matrix are just a few of the names that L'Oreal sells products under. Hair salons, mass-market retailers, perfumeries, department stores, pharmacies, drugstores, medispas, branded retailers, and travel retailers make up the company's distribution network for its goods. In addition to having physical locations, the company also uses e-commerce platforms to sell its goods online. North America, Latin America, Europe, Asia-Pacific, Africa, and the Middle East are all regions where the company conducts business. The headquarters of L'Oreal are in Clichy, Ile De France, and France.

A division of Unilever Plc, Hindustan Unilever Ltd. (HUL) is a producer and marketer of fast-moving consumer goods. The business sells packaged meals and drinks, as well as items for personal and home care. The brands Bru, Magnum, Fair and Lovely, Ponds, Lakme, Dove, Surf Excel, Pepsodent, Knorr, Taza, Lipton, and Kissan are used by HUL to sell its goods. Additionally, the business sells frozen sweets, ice cream, essentials, health food drinks, and gourmet goods. HUL distributes their goods through a network of associates and distributors in Nepal, India, and other nations. It oversees the management of beauty parlors and real estate sales. Mumbai, Maharashtra, India, houses the headquarters of HUL.

Key Companies in the Eye Makeup Market include

• L'Oreal S.A. (France)


• The Estee Lauder Companies Inc. (US)


• RMS Beauty (US)


• Anastasia Beverly Hills Inc. (US)


• Benefit Cosmetics LLC (US)


• Morphe Cosmetics Limited (US)


• Revolution Beauty Ltd. (UK)


• Hindustan Unilever Limited (India)


• Faces Cosmetics Inc. (US)


• Christian Dior SE (France)

Eye Makeup Industry Developments

Sept 2022: In Clark, New Jersey, L'Oréal USA has opened a brand-new, state-of-the-art Research & Innovation (R&I) Center. The highest investment in an R&I facility is the USD 140 million development project. The new R&I Center will improve L'Oréal's capacity to advance the technology and scientific research underlying products and services aimed at satisfying the wide range of beauty demands of consumers in the United States and throughout the world. The R&I Center will concentrate on advancements in the fields of hair, skin, and makeup while also leading research in important fields of science including Green Sciences and Beauty Tech.

Eye Makeup Market Segmentation

Eye Makeup Product Type Outlook

• Eyeliner


• Eyeshadow


• Mascara


• Eyebrow Enhancers


• Others

Eye Makeup Nature Outlook

• Organic


• Conventional

Eye Makeup Category Outlook

• Economy


• Premium

Eye Makeup Distribution Channel Outlook

• Store-Based


• Non-Store-Based

Eye Makeup Regional Outlook