Eye Makeup Market Assessment, By Product Type [Eyeliner, Eyeshadow, Mascara, Kohl/Kajal, Others], By Form [Liquid, Creamy, Gel], By Source [Organic, Conventional], By Application [Personal, Commercial], By Price [Mass, Premium, Luxury], By End-user [Men,

Eye Makeup Market Assessment, By Product Type [Eyeliner, Eyeshadow, Mascara, Kohl/Kajal, Others], By Form [Liquid, Creamy, Gel], By Source [Organic, Conventional], By Application [Personal, Commercial], By Price [Mass, Premium, Luxury], By End-user [Men, Women, Kids], By Distribution Channel [Online, Offline], Region, Opportunities and Forecast, 2017-2031

Global eye makeup market is projected to witness a CAGR of 6.80% during the forecast period 2024-2031, growing from USD 11.50 billion in 2023 to USD 19.46 billion in 2031.

The global eye makeup market is experiencing significant growth driven by rising beauty consciousness and the influence of social media and beauty influencers. Innovative advancements in product formulations have led to the development of waterproof, long-lasting, and smudge-proof eye makeup products, improving their overall looks. Also, the growing trend towards diverse beauty products based on personalization has provided a larger variety of ranges in eye makeup products including finished, different shades, and innovative applicators. Most companies are now focusing on eco-friendly products that suit every skin type with unique properties.

For instance, in June 2024 Essiri LLC launched ‘the story shades’ eye-shadow palette ‘the story shades’ in their ‘eyes are the story’ optocosmetics line. The product enhances the overall look after application and is helpful to those who have sensitive skin to the eye area.

Also, the growing popularity of social media and cultural trends, such as K-beauty, fuels the product demand. E-commerce platforms have developed the market by providing easy accessibility of products to consumers globally. The digital shift allows for the quick adoption of new trends and has facilitated the rise of niche brands alongside established players.

Rising Influence of Social Media and E-commerce on Beauty Trends

The rising impact of e-commerce and social media on beauty trends, particularly eye makeup, has grown significantly. Social media platforms such as YouTube, Instagram, and other websites allow makeup artists and influencers to showcase new techniques and eye looks instantly to millions of followers. These influencers often start trends by recommending their products and sharing tutorials, making it easy for viewers to copy popular eye makeup styles. For instance, the ""cut crease"" eye makeup trend gained massive popularity through social media. Beauty influencers instructed the technique in detailed videos leading to widespread adoption. Social media makes it easy for trends to spread globally, so a style popularized in one region can quickly become a worldwide phenomenon such as K-beauty. E-commerce plays an important role in the process by making such products easily accessible. When an influencer promotes a specific eyeshadow palette or eyeliner, viewers can purchase it immediately through online stores. Many beauty brands have capitalized on it by collaborating with influencers to create exclusive products, which often sell out quickly due to high demand. Social media sets the trends in eye makeup and through e-commerce it is easily accessible to everyone, which is further driving the market growth.

For instance, in November 2023 Nykaa E-retail Pvt. Ltd., an online beauty brand, launched the ‘eyes on me’ 4-in-one quad eye shadow palette that offers beautifully pigmented colors for minimal as well as quirky styles.

In July 2023, Rare Beauty launched products in the eye makeup segment including eyeshadow, eyeliners, and eyebrows products. The launch was previously announced on TikTok which gained a lot of popularity before its launch.

Technological Advancements in Product Formulation

Advancements in technology have improved the formulation of eye makeup products, enhancing their performance, variety, and safety. Modern technology allows manufacturers to create highly pigmented eyeshadows, which provide intense color in a single application. It is made possible by complicated refining techniques that generate finer pigments and guarantee a uniform and smooth application. New formulas provide smudge-proof and long-lasting qualities. It indicates that mascaras and eyeliners will not smudge or fade after an entire day of use. These advancements come from advances in silicone and polymer technologies, which form flexible and water-resistant skin films.

For instance, in May 2024, Roquette Beauté introduced Beauté by Roquette ST 730, a hydroxypropyl pea starch. The biodegradable water-resistant film offers proven lifting effects and aligns with sustainable practices, sourced from pea starch known for its eco-friendly attributes. The innovation has wrinkle-reducing and water-resistant capabilities ideal for both makeup and skincare formulations.

Technology has improved safety and due to modern testing and development procedures, harmful chemicals, such as phthalates and parabens, are rarely found in modern eye makeup formulations. Due to extensive testing, these products guarantee no irritation in the skin and are frequently hypoallergenic and ideal for delicate eyes. Also, technology has led to the creation of multi-functional products. For instance, some eyeshadows include skincare benefits, such as moisturizing ingredients or anti-aging properties. It is made possible by merging advanced cosmetic science into product development. Therefore, technological advancements in product formulation have led to eye makeup which is more vibrant, multi-functional, long-lasting, safe, and enhancing the overall makeup experience for consumers.

Eyeliner Segment Holds Major Global Eye-Makeup Market Share

The eyeliner segment holds the major share in the eye makeup market due to different varieties and styles in beauty routines. Eyeliners are helpful in defining the eyes and giving a subtle, expressive, bigger appearance. Eyeliner is available in a variety of forms to suit different preferences and looks and has many varieties including pencil, liquid, gel, and felt-tip. Pencil liners are widely used as they have simple application and can be used for both, smeared smoky effects and precise lines, preferred by consumers.

Users who appreciate experimenting with their appearance may find liquid and gel eyeliner attractive, as they provide precision for producing defined, dramatic lines, and elaborate designs. The popularity of trends such as cat-eye or winged eyeliner accelerate the demand. These styles are often popularized by celebrities and influencers, keeping eyeliner in the spotlight. Also, eyeliners are used by a wide demographic, from makeup beginners to professionals due to its accessibility and impactful results. In addition, innovative advancements have led to waterproof, long-lasting, and smudge-proof formulations, further boosting the segment’s demand. It ensures that eyeliner remains fundamental in makeup collections, maintaining its major share in the eye makeup market, further boosting the market growth.

For instance, in December 2023, Fenty Beauty launched the Glitty Lid Eyeliner, a new addition that redefines eye makeup standards. The limited-edition product features three metallic shades, Chrome at Me (silver), Amethyzz (royal purple), and Peacock’y (deep teal) in a smudge-proof and waterproof formula. The product is designed with a precise fine-tipped brush, which allows for versatile application, enabling users to create everything from subtle lines to bold and artistic designs.

Asia-Pacific is Expected to be the Fastest-Growing Region in Eye Makeup Market

Asia-Pacific is expected to be the fastest-growing region in the eye makeup market due to various factors including increasing awareness of self-grooming and beauty, growing disposable incomes, growing population of youth focused on styling and grooming, and the rising influence of social media.

According to a report from the International Conference of Population and Development released in September 2023, 60% of the youth live in Asia-Pacific, with more than 750 million young men and women aged between 15 to 24 years.

As economies in countries such as India, China, and South Korea continue to grow, more consumers have the financial means to invest in beauty products, including eye makeup. Cultural factors play an important role in many Asia-Pacific countries, there is a strong emphasis on personal grooming and appearance. It has led to an increased demand for eye makeup products that enhance natural beauty and face features, such as eyeliners, mascaras, and eyeshadows. For instance, the influence of K-beauty (Korean beauty) trends cannot be ignored. Korean beauty products are known for their innovation and quality, and their popularity has spread across the region, fueling the interest in eye makeup. The rise of beauty influencers and celebrities in the region further fuel the trends and increase product demand through social media platforms. Also, the growing expansion of e-commerce has made it easier for consumers in Asia-Pacific to access a wide range of eye makeup products. Online shopping platforms offer extensive product selections and allow consumers to easily follow global beauty trends. The combination of cultural emphasis on beauty, economic growth, influence of K-beauty, and the rise of e-commerce makes Asia-Pacific, the fastest-growing market for eye makeup, which is expected to drive global market growth.

Future Market Scenario (2024 – 2031F)

Virtual try-on will allow consumers to try eye makeup before purchasing, enhancing the online shopping experience. The technology will enable accurate color matching and style experimentation, reducing the need for physical stores while increasing consumer confidence in online purchases, further accelerating the market growth.

Innovative packaging designs will engage consumers with educational content and convenient features, enhancing brand loyalty and user experience. Packaging will be interactive, offering tutorials, ingredient information, and reordering options to attract consumers and help in driving market growth.

Key Players Landscape and Outlook

Constant innovation by the key players characterizes the competitive landscape of the global eye makeup market. The market is dominated by major players and these companies lead through extensive portfolios, strong brand recognition, product launches, acquisitions, and brand evolution. These companies invest heavily in research and development to innovate and stay ahead of trends, offering advanced formulations and targeting diverse skin concerns. Emerging brands, particularly those emphasizing natural, organic, and clean beauty, are gaining significant traction. The rise of direct-to-consumer (DTC) brands leveraging e-commerce and social media has disrupted traditional market dynamics, allowing smaller players to compete effectively.

For instance, in April 2024, Colorbar Cosmetics Private Limited launched an eyeshadow palette with 12 different shades ranging from lighter chic tones to deeper cacao with super creamy mattes or light-catching metallic shimmer finish.

For instance, in April 2024, Colorbar Cosmetics Private Limited expanded its cosmetics line by launching ‘Petite Eyeshadow Palettes’ on e-commerce and their retail outlets.

The market is poised for steady growth, driven by the fashion-conscious population with their increasing disposable income, and a rising preference for sustainable shopping. The integration of technology and personalized options in digital marketing strategies is expected to drive the market growth. Eye makeup manufacturers are concerned with supply chain resilience, product quality, manufacturing locally to minimize operational cost, and variety which is likely to define the industry's future. Partnerships collaborations and developing technologies are projected to increase competition in the fast-paced market.

For instance, in March 2024, the Est Estée Lauder Company Inc., brand ‘Clinique,’ renowned for its dermatologist-developed skincare and makeup, launched its storefront on the U.S. Amazon Premium Beauty store. The debut expands access to its clinically proven products and enhances consumer education on dermatological care.