Global Mascara Market Size, Share & Trends Analysis Report By Category (Regular and Waterproof / Water-resistant), By Product Type (Volumizing, Lengthening, and Curling), By Distribution Channel, By Regional Outlook and Forecast, 2024 - 2031

Global Mascara Market Size, Share & Trends Analysis Report By Category (Regular and Waterproof / Water-resistant), By Product Type (Volumizing, Lengthening, and Curling), By Distribution Channel, By Regional Outlook and Forecast, 2024 - 2031


The Global Mascara Market size is expected to reach $12.1 billion by 2031, rising at a market growth of 8.1% CAGR during the forecast period. In the year 2023, the market attained a volume of 627.82 million Units (6-12ML) experiencing a growth of 25.0% (2020-2023).

Europe is known for its strong emphasis on beauty, fashion, and personal grooming. Consumers in France, Italy, the UK, and Germany value high-quality cosmetic products, including mascara, as essential components of their daily beauty routines and self-expression. Consequently, the Europe region would acquire nearly 27% of the total market share by 2031. Additionally, the Russian E-commerce channels would register a volume of 22.39 Million Units (6-12ML) by 2031. European consumers are influenced by global beauty trends as well as regional preferences.

There has been a notable shift in beauty trends towards emphasizing eye makeup. Influenced by celebrities, influencers, and runway looks, trends such as smoky eyes, winged eyeliner, and bold lashes have become mainstream. In addition, makeup, including eye makeup, is increasingly seen as a form of self-expression. Therefore, increasing focus on eye makeup is driving the market's growth. Additionally, E-commerce platforms enable mascara brands to reach a global audience beyond traditional geographical boundaries. Furthermore, e-commerce platforms showcase various mascara products, including different formulations (waterproof, volumizing, lengthening, etc.), shades, and brands. In conclusion, the expansion of the e-commerce sector is driving the market's growth.

However, like many other cosmetics, mascara typically has a recommended shelf life of three to six months after opening. Moreover, the short lifespan can also affect consumers’ perception of value for money. If a mascara dries out or expires before it is fully used, consumers may feel they did not receive adequate value for their purchase. Thus, the short product lifespan is hampering the growth of the market.

Category Outlook

Based on category, the mascara market is bifurcated into regular and waterproof or water-resistant. The waterproof or water-resistant segment attained a 40% revenue share in the mascara market in 2023. In terms of volume, the segment recorded 228.48 Million Units (6-12ML) in 2023. Waterproof mascaras are designed to resist water, humidity, sweat, and tears better than regular mascaras. This durability ensures that the mascara remains intact and smudge-proof throughout the day.

Product Type Outlook

On the basis of product type, the mascara market is segmented into volumizing, lengthening, and curling. In 2023, the lengthening segment attained 34.7% revenue share in the mascara market. Lengthening mascaras are designed to elongate and extend lashes, creating a natural-looking effect that emphasizes eye shape and enhances overall eye appearance. Consumers appreciate the subtle yet noticeable enhancement of lengthening mascaras, making them suitable for everyday wear.

Distribution Channel Outlook

By distribution channel, the mascara market is divided into offline channels and e-commerce. The e-commerce segment procured a 42% revenue share in the mascara market in 2023. In terms of volume, the e-commerce segment recorded 281.47 Million Units (6-12ML) in 2023. E-commerce platforms provide unmatched convenience, allowing consumers to browse, compare, and purchase mascara products conveniently from home or on the move using mobile devices.

Regional Outlook

Region-wise, the mascara market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific region witnessed 36.4% revenue share in the mascara market in 2023. The region has a large and youthful population, particularly in countries like India, Indonesia, and the Philippines. Young consumers are actively engaged in beauty trends and social media platforms, where makeup tutorials, beauty influencers, and product recommendations drive mascara purchases.

List of Key Companies Profiled
  • Chanel S.A.
  • The Procter and Gamble Company
  • Coty, Inc.
  • Shiseido Company Limited
  • Revlon, Inc. (MacAndrews & Forbes)
  • The Estee Lauder Companies, Inc.
  • L'Oreal S.A.
  • Avon Products, Inc. (Natura &Co Holding S.A.)
  • KOSE Corporation
  • Mary Kay Inc.
Global Mascara Market Report Segmentation

By Category (Volume, Million Units (6-12ML), USD Billion, 2020-31)
  • Regular
  • Waterproof / Water-resistant
By Product Type (Volume, Million Units (6-12ML), USD Billion, 2020-31)
  • Volumizing
  • Lengthening
  • Curling
By Distribution Channel (Volume, Million Units (6-12ML), USD Billion, 2020-31)
  • Offline Channel
  • E-Commerce
By Geography (Volume, Million Units (6-12ML), USD Billion, 2020-31)
  • North America
  • US
  • Canada
  • Mexico
  • Rest of North America
  • Europe
  • Germany
  • UK
  • France
  • Russia
  • Spain
  • Italy
  • Rest of Europe
  • Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Singapore
  • Malaysia
  • Rest of Asia Pacific
  • LAMEA
  • Brazil
  • Argentina
  • UAE
  • Saudi Arabia
  • South Africa
  • Nigeria
  • Rest of LAMEA


Chapter 1. Market Scope & Methodology
1.1 Market Definition
1.2 Objectives
1.3 Market Scope
1.4 Segmentation
1.4.1 Global Mascara Market, by Category
1.4.2 Global Mascara Market, by Product Type
1.4.3 Global Mascara Market, by Distribution Channel
1.4.4 Global Mascara Market, by Geography
1.5 Methodology for the research
Chapter 2. Market at a Glance
2.1 Key Highlights
Chapter 3. Market Overview
3.1 Introduction
3.1.1 Overview
3.1.1.1 Market Composition and Scenario
3.2 Key Factors Impacting the Market
3.2.1 Market Drivers
3.2.2 Market Restraints
3.2.3 Market Opportunities
3.2.4 Market Challenges
3.3 Porter Five Forces Analysis
Chapter 4. Global Mascara Market by Category
4.1 Global Regular Market by Region
4.2 Global Waterproof / Water-resistant Market by Region
Chapter 5. Global Mascara Market by Product Type
5.1 Global Volumizing Market by Region
5.2 Global Lengthening Market by Region
5.3 Global Curling Market by Region
Chapter 6. Global Mascara Market by Distribution Channel
6.1 Global Offline Channel Market by Region
6.2 Global E-Commerce Market by Region
Chapter 7. Global Mascara Market by Region
7.1 North America Mascara Market
7.1.1 North America Mascara Market by Category
7.1.1.1 North America Regular Market by Region
7.1.1.2 North America Waterproof / Water-resistant Market by Region
7.1.2 North America Mascara Market by Product Type
7.1.2.1 North America Volumizing Market by Country
7.1.2.2 North America Lengthening Market by Country
7.1.2.3 North America Curling Market by Country
7.1.3 North America Mascara Market by Distribution Channel
7.1.3.1 North America Offline Channel Market by Country
7.1.3.2 North America E-Commerce Market by Country
7.1.4 North America Mascara Market by Country
7.1.4.1 US Mascara Market
7.1.4.1.1 US Mascara Market by Category
7.1.4.1.2 US Mascara Market by Product Type
7.1.4.1.3 US Mascara Market by Distribution Channel
7.1.4.2 Canada Mascara Market
7.1.4.2.1 Canada Mascara Market by Category
7.1.4.2.2 Canada Mascara Market by Product Type
7.1.4.2.3 Canada Mascara Market by Distribution Channel
7.1.4.3 Mexico Mascara Market
7.1.4.3.1 Mexico Mascara Market by Category
7.1.4.3.2 Mexico Mascara Market by Product Type
7.1.4.3.3 Mexico Mascara Market by Distribution Channel
7.1.4.4 Rest of North America Mascara Market
7.1.4.4.1 Rest of North America Mascara Market by Category
7.1.4.4.2 Rest of North America Mascara Market by Product Type
7.1.4.4.3 Rest of North America Mascara Market by Distribution Channel
7.2 Europe Mascara Market
7.2.1 Europe Mascara Market by Category
7.2.1.1 Europe Regular Market by Country
7.2.1.2 Europe Waterproof / Water-resistant Market by Country
7.2.2 Europe Mascara Market by Product Type
7.2.2.1 Europe Volumizing Market by Country
7.2.2.2 Europe Lengthening Market by Country
7.2.2.3 Europe Curling Market by Country
7.2.3 Europe Mascara Market by Distribution Channel
7.2.3.1 Europe Offline Channel Market by Country
7.2.3.2 Europe E-Commerce Market by Country
7.2.4 Europe Mascara Market by Country
7.2.4.1 Germany Mascara Market
7.2.4.1.1 Germany Mascara Market by Category
7.2.4.1.2 Germany Mascara Market by Product Type
7.2.4.1.3 Germany Mascara Market by Distribution Channel
7.2.4.2 UK Mascara Market
7.2.4.2.1 UK Mascara Market by Category
7.2.4.2.2 UK Mascara Market by Product Type
7.2.4.2.3 UK Mascara Market by Distribution Channel
7.2.4.3 France Mascara Market
7.2.4.3.1 France Mascara Market by Category
7.2.4.3.2 France Mascara Market by Product Type
7.2.4.3.3 France Mascara Market by Distribution Channel
7.2.4.4 Russia Mascara Market
7.2.4.4.1 Russia Mascara Market by Category
7.2.4.4.2 Russia Mascara Market by Product Type
7.2.4.4.3 Russia Mascara Market by Distribution Channel
7.2.4.5 Spain Mascara Market
7.2.4.5.1 Spain Mascara Market by Category
7.2.4.5.2 Spain Mascara Market by Product Type
7.2.4.5.3 Spain Mascara Market by Distribution Channel
7.2.4.6 Italy Mascara Market
7.2.4.6.1 Italy Mascara Market by Category
7.2.4.6.2 Italy Mascara Market by Product Type
7.2.4.6.3 Italy Mascara Market by Distribution Channel
7.2.4.7 Rest of Europe Mascara Market
7.2.4.7.1 Rest of Europe Mascara Market by Category
7.2.4.7.2 Rest of Europe Mascara Market by Product Type
7.2.4.7.3 Rest of Europe Mascara Market by Distribution Channel
7.3 Asia Pacific Mascara Market
7.3.1 Asia Pacific Mascara Market by Category
7.3.1.1 Asia Pacific Regular Market by Country
7.3.1.2 Asia Pacific Waterproof / Water-resistant Market by Country
7.3.2 Asia Pacific Mascara Market by Product Type
7.3.2.1 Asia Pacific Volumizing Market by Country
7.3.2.2 Asia Pacific Lengthening Market by Country
7.3.2.3 Asia Pacific Curling Market by Country
7.3.3 Asia Pacific Mascara Market by Distribution Channel
7.3.3.1 Asia Pacific Offline Channel Market by Country
7.3.3.2 Asia Pacific E-Commerce Market by Country
7.3.4 Asia Pacific Mascara Market by Country
7.3.4.1 China Mascara Market
7.3.4.1.1 China Mascara Market by Category
7.3.4.1.2 China Mascara Market by Product Type
7.3.4.1.3 China Mascara Market by Distribution Channel
7.3.4.2 Japan Mascara Market
7.3.4.2.1 Japan Mascara Market by Category
7.3.4.2.2 Japan Mascara Market by Product Type
7.3.4.2.3 Japan Mascara Market by Distribution Channel
7.3.4.3 India Mascara Market
7.3.4.3.1 India Mascara Market by Category
7.3.4.3.2 India Mascara Market by Product Type
7.3.4.3.3 India Mascara Market by Distribution Channel
7.3.4.4 South Korea Mascara Market
7.3.4.4.1 South Korea Mascara Market by Category
7.3.4.4.2 South Korea Mascara Market by Product Type
7.3.4.4.3 South Korea Mascara Market by Distribution Channel
7.3.4.5 Singapore Mascara Market
7.3.4.5.1 Singapore Mascara Market by Category
7.3.4.5.2 Singapore Mascara Market by Product Type
7.3.4.5.3 Singapore Mascara Market by Distribution Channel
7.3.4.6 Malaysia Mascara Market
7.3.4.6.1 Malaysia Mascara Market by Category
7.3.4.6.2 Malaysia Mascara Market by Product Type
7.3.4.6.3 Malaysia Mascara Market by Distribution Channel
7.3.4.7 Rest of Asia Pacific Mascara Market
7.3.4.7.1 Rest of Asia Pacific Mascara Market by Category
7.3.4.7.2 Rest of Asia Pacific Mascara Market by Product Type
7.3.4.7.3 Rest of Asia Pacific Mascara Market by Distribution Channel
7.4 LAMEA Mascara Market
7.4.1 LAMEA Mascara Market by Category
7.4.1.1 LAMEA Regular Market by Country
7.4.1.2 LAMEA Waterproof / Water-resistant Market by Country
7.4.2 LAMEA Mascara Market by Product Type
7.4.2.1 LAMEA Volumizing Market by Country
7.4.2.2 LAMEA Lengthening Market by Country
7.4.2.3 LAMEA Curling Market by Country
7.4.3 LAMEA Mascara Market by Distribution Channel
7.4.3.1 LAMEA Offline Channel Market by Country
7.4.3.2 LAMEA E-Commerce Market by Country
7.4.4 LAMEA Mascara Market by Country
7.4.4.1 Brazil Mascara Market
7.4.4.1.1 Brazil Mascara Market by Category
7.4.4.1.2 Brazil Mascara Market by Product Type
7.4.4.1.3 Brazil Mascara Market by Distribution Channel
7.4.4.2 Argentina Mascara Market
7.4.4.2.1 Argentina Mascara Market by Category
7.4.4.2.2 Argentina Mascara Market by Product Type
7.4.4.2.3 Argentina Mascara Market by Distribution Channel
7.4.4.3 UAE Mascara Market
7.4.4.3.1 UAE Mascara Market by Category
7.4.4.3.2 UAE Mascara Market by Product Type
7.4.4.3.3 UAE Mascara Market by Distribution Channel
7.4.4.4 Saudi Arabia Mascara Market
7.4.4.4.1 Saudi Arabia Mascara Market by Category
7.4.4.4.2 Saudi Arabia Mascara Market by Product Type
7.4.4.4.3 Saudi Arabia Mascara Market by Distribution Channel
7.4.4.5 South Africa Mascara Market
7.4.4.5.1 South Africa Mascara Market by Category
7.4.4.5.2 South Africa Mascara Market by Product Type
7.4.4.5.3 South Africa Mascara Market by Distribution Channel
7.4.4.6 Nigeria Mascara Market
7.4.4.6.1 Nigeria Mascara Market by Category
7.4.4.6.2 Nigeria Mascara Market by Product Type
7.4.4.6.3 Nigeria Mascara Market by Distribution Channel
7.4.4.7 Rest of LAMEA Mascara Market
7.4.4.7.1 Rest of LAMEA Mascara Market by Category
7.4.4.7.2 Rest of LAMEA Mascara Market by Product Type
7.4.4.7.3 Rest of LAMEA Mascara Market by Distribution Channel
Chapter 8. Company Profiles
8.1 The Procter & Gamble Company
8.1.1 Company Overview
8.1.2 Financial Analysis
8.1.3 Segmental and Regional Analysis
8.1.4 Research & Development Expense
8.1.5 SWOT Analysis
8.2 Coty, Inc.
8.2.1 Company Overview
8.2.2 Financial Analysis
8.2.3 SWOT Analysis
8.3 The Estee Lauder Companies, Inc.
8.3.1 Company Overview
8.3.2 Financial Analysis
8.3.3 Segmental and Regional Analysis
8.3.4 Research & Development Expense
8.3.5 SWOT Analysis
8.4 L'Oreal S.A.
8.4.1 Company Overview
8.4.2 Financial Analysis
8.4.3 Segmental and Regional Analysis
8.4.4 Recent strategies and developments:
8.4.4.1 Acquisition and Mergers:
8.4.5 SWOT Analysis
8.5 Avon Products, Inc. (Natura &Co Holding S.A.)
8.5.1 Company Overview
8.5.2 SWOT Analysis
8.6 Shiseido Company Limited
8.6.1 Company Overview
8.6.2 Financial Analysis
8.6.3 Segmental and Regional Analysis
8.6.4 Research & Development Expenses
8.6.5 SWOT Analysis
8.7 Revlon, Inc. (MacAndrews & Forbes)
8.7.1 Company Overview
8.7.2 Financial Analysis
8.7.3 Segmental Analysis
8.7.4 SWOT Analysis
8.8 KOSE Corporation
8.8.1 Company Overview
8.8.2 Financial Analysis
8.8.3 Segmental and Regional Analysis
8.9 Chanel S.A.
8.9.1 Company Overview
8.10. Mary Kay Inc.
8.10.1 Company Overview
Chapter 9. Winning Imperatives of Mascara Market

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