Eye Makeup Market Size, Share & Industry Analysis, By Type (Eye Shadow, Eye Liner, Mascara, and Others), By Form (Gel, Liquid, Powder, and Others), By Distribution Channel (Supermarket/Hypermarket, Brand Store, Online Store, and Others), and Regional Forecast, 2025-2032

The global eye makeup market size was valued at USD 12.44 billion in 2024. The market is projected to grow from USD 13.12 billion in 2025 to USD 20.38 billion by 2032, exhibiting a CAGR of 6.5% during the forecast period. Asia Pacific dominated the eye makeup market with a market share of 47.43% in 2024.

The global market includes various product types, such as eye shadow, mascara, and eyeliner. These cosmetics are designed to improve the appearance of the eyes. They also enhance the features of the user and are widely adopted by female consumers. The rising emphasis on personal grooming due to growing social media exposure and disposable incomes boosts the market growth. Various prominent players operating in the market include Faces Canada, Revolution Beauty Ltd., Morphe Brushes, and Natura & Co.

Furthermore, changing lifestyles and rapid urbanization have resulted in high sales of cosmetics products, including eye makeup products. For instance, according to Cosmetics Europe, a Belgium-based personal care association, in 2023, Europe's individual care and cosmetics market was valued at approximately USD 103 billion (retail sales).

• Asia Pacific witnessed eye makeup market growth from USD 5.63 Billion in 2023 to USD 5.90 Billion in 2024.

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Global Eye Makeup Market Snapshot & Highlights

Market Size & Forecast:

• 2024 Market Size: USD 12.44 billion
• 2025 Market Size: USD 13.12 billion
• 2032 Forecast Market Size: USD 20.38 billion
• CAGR: 6.5% from 2025–2032

Market Share:

• Asia Pacific dominated the global eye makeup market with a 47.43% share in 2024, supported by rising disposable incomes, increased social media exposure, and growing demand for personal grooming among young urban populations in countries like China, India, and South Korea.
• By type, mascara held the largest market share in 2024, driven by daily use among consumers to enhance eyelash length and volume, as well as the introduction of innovative formulations for longer wear and lash care.

Key Country Highlights:

• India: A booming middle-class population and the rise of homegrown beauty brands are accelerating the adoption of eye makeup, especially via online channels and celebrity influencer campaigns.
• China: Rapid urbanization and digital marketing by global brands like L'Oréal and Shiseido fuel product demand among young consumers focused on personal appearance.
• United States: Technological innovations such as virtual try-on tools and widespread beauty influencer culture support strong sales across both mass and premium eye makeup segments.
• France & Italy (Europe): Fashion-forward consumer behavior and increasing demand for sustainable, plant-based formulations contribute to the expansion of natural eye makeup.
• UAE & Saudi Arabia: Rising beauty consciousness, high disposable income, and demand for luxury cosmetics drive strong growth, supported by e-commerce and premium in-store experiences.

EYE MAKEUP MARKET TRENDS

Increasing Usage of Virtual-Try-On Tools to Augment Product Demand

Augmented and mixed reality technology-based virtual try-on tools provide an immersive makeup experience to the users. These tools suggest users the usage of eye makeup tools of skin-tone-specific colors and styles. The growing popularity of virtual makeup tools augments the global product demand. In addition, a growing number of cosmetic brands, including L’Oréal, Maybelline, Chanel, Revlon, and others, offering innovative virtual try-on applications to enable consumers to have a beautiful face makeup experience favor market growth. For instance, Perfect Corp. is offering advanced Artificial Intelligence (AI) and AR technology-based virtual tools, offering hyper-realistic, 3D makeup simulations to the users.

MARKET DYNAMICS

MARKET DRIVERS

Growing Focus on Beauty and Physical Appearance to Drive Market Growth

Numerous individuals worldwide emphasize physical appearance to improve their self-confidence and social standing. Societal norms on beauty standards have also resulted in individuals increasingly adopting cosmetic items, including eye cosmetics, to enhance their looks and features. Furthermore, widespread social media adoption is a significant factor in promoting beauty ideas. Social media influencers increase awareness about beauty routines and encourage the use of multiple makeup items, which increases their sales. In addition, as more individuals shift to urban areas and consumers' income levels rise, their spending on self-care and personal grooming also increases, which triggers the eye makeup market growth.

MARKET RESTRAINTS

Increasing Awareness Regarding Side Effects of Chemical Formulations in Eye Cosmetics to Hamper Product Sales

Eye cosmetics include various harmful chemical formulations such as phthalates, parabens, coloring agents, and formaldehyde. Daily application of these products can cause health concerns such as blurred vision, infections, allergic reactions, eyelid swelling, and redness. Low-priced items with reduced-quality materials are unsafe for prolonged use. In this respect, increasing health awareness and consciousness regarding the side effects of eye cosmetics can lead to several consumers avoiding product adoption, which impedes global market expansion. Moreover, demand for effortless looks can negatively affect sales of products such as eye shadows and eyeliners.

MARKET OPPORTUNITIES

Raising Interest in Natural Cosmetics to Provide Market Growth Opportunities

Growing emphasis on sustainability and health concerns related to chemicals have raised consumer interest in natural eye cosmetics developed using raw materials such as aloe vera, plant-based powders, beeswax, and almond oil. Moreover, as individual consciousness regarding environmental problems rises, demand for products incorporating sustainable sources, packaging, and ingredients will escalate among eco-conscious end users. The rising trend of clean beauty, notably among Gen Z and millennial consumers, triggers the adoption of natural eye cosmetics. In addition, the rapid adoption of beauty tech, including Virtual try-ons using artificial intelligence tools, 3D-printed makeup, smart mirrors, and virtual beauty advisers, is one of the key global eye makeup market trends expected to provide market opportunities in the coming years.

Segmentation Analysis

By Type

Daily Application of Mascara by Several Consumers to Fuel Product’s Sale

Based on type, the market is classified into eye shadow, eye liner, mascara, and others.

The mascara segment will lead the market throughout the forecast period. Mascara is a popular eye makeup product used to make eyelashes longer and thicker. The product is typically used daily to enhance features, which increases its sales across countries.

The eyeliner segment holds the second-largest global eye makeup market share. The product can be applied in different ways, such as winged and basic, according to the user’s preference. In addition, an increase in the use of eyeliners to improve the shape of the users' eyes fuels the segment’s growth.

The eye shadow segment will grow at a considerable rate, driven by the growing use of the product to make eyes attractive with different colors for special occasions such as weddings and parties.  

By Form

Easy Application and Long-Lasting Wear Increases Liquid Segment Expansion

Based on form, the market is divided into gel, liquid, powder, and others.

The liquid segment dominates the global market. Numerous end users prefer eye cosmetics in liquid form as they are easy to apply and provide longer-lasting wear. Liquid products typically offer a precise finish and are suitable for various skin types, further escalating their demand.

The powder segment held the second-largest market share in 2024. Products such as eye shadow and kajal are sold in powder form. Powder eyeshadows are easy to blend and help create various makeup styles, increasing their adoption.

The adoption of gel eye makeup items is expected to increase considerably in the near term as they are hydrating and lightweight.

By Distribution Channel

Easy Accessibility and Convenience Boosted Supermarket/Hypermarket Segment Growth

Based on distribution channel, the market is segmented into supermarket/hypermarket, brand store, online store, and others.

The supermarket/hypermarket segment held the largest market share in 2024. The wide selection of eye cosmetics offered by these retail formats fuel consumer interest in them. Easy accessibility and convenience of supermarkets/hypermarkets further boost segmental expansion.

The online store segment will grow at the highest CAGR in the coming years. These stores provide products from various luxury, premium, and local brands and assist in easily comparing prices. Moreover, frequent online discounts increase consumer inclination toward online purchases. Numerous eye cosmetics brands such as MARS Cosmetics and Nykaa emphasize opening their stores to fuel sales and drive the brand store's segment expansion.

Eye Makeup Market Regional Outlook

By geography, the market is categorized into North America, Europe, Asia Pacific, and the rest of the world.

Asia Pacific

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Asia Pacific dominated the global market in 2024, driven by the rising working women population and income level in China and India, which escalated spending on premium makeup items. Social media platforms, including Facebook and Instagram, are also raising awareness toward cosmetics, notably among younger demographics, which increases product adoption for personal grooming throughout the region. Furthermore, evolving beauty trends and eye makeup looks such as smokey eyes, glossy lids, blue eyeliner, and elevated lashes are expected to boost the region’s growth in the coming years. 

North America

North America held the second largest market share, with around 23% in 2024. Technological trends that assist in trying various eye makeup looks, such as virtual try-ons, smart mirrors, and virtual beauty advisors, support regional growth. In addition, solid e-commerce retail infrastructure throughout North America fuels product sales. The U.S. is the most prominent market in North America, backed by the presence of numerous professional makeup artists demanding quality products. For instance, according to the U.S. Bureau of Labor Statistics, a government agency, in May 2023, the U.S. states with the highest makeup artist employment were Texas, New York, Florida, Illinois, and Utah. Moreover, the increasing aging population accelerates demand for makeup products in the country.

Europe

High fashion consciousness throughout European countries increases the adoption of eye cosmetics to enhance the overall fashion look. Moreover, expanding the fashion industry in countries including France and Italy drives regional growth. Growing sustainability trends in Europe fuel consumer inclination toward organic and natural makeup products, including materials such as plant extracts, shea butter, and essential oils. Moreover, according to Cosmetics Europe, a Belgium-based personal care association, in 2023, the largest European personal care and cosmetics products, including eye cosmetics markets, were sold in Germany, France, Italy, the U.K, Spain, and Poland.

Rest of the World

In the rest of the world, including South America and the Middle East & Africa, the market will grow at a significant rate owing to growing beauty consciousness. Increasing the organization of events and celebrations such as corporate parties, birthday celebrations, weddings, and anniversaries fuels the adoption of makeup products. Celebrity endorsements further increase the popularity of various eye cosmetics.  

COMPETITIVE LANDSCAPE

Key Industry Players

Strengthening Sales Channel and Product Portfolio to Expand Market Share

The global market is fragmented, with companies such as Shiseido Company, L'Oréal S.A., and The Estée Lauder Companies Inc. accounting for a significant market share.

The presence of several local and international companies increases competitive rivalry in the global market. Industry participants implement various strategies, including new product launches, collaborations, and acquisitions, to increase their market share. Well-established brands emphasize celebrity endorsements to increase brand awareness and product sales. Furthermore, expanding the portfolio to include multiple eye cosmetics assists companies in appealing to more consumers. Strengthening sales channels by increasing online presence and developing brand shops at key locations worldwide is also a key strategy helping market players expand their customer base. In addition, the development of apps offering virtual makeup try-ons will provide lucrative growth opportunities in the foreseeable future.

LIST OF KEY EYE MAKEUP COMPANIES PROFILED

• Faces Canada (India)
• Revolution Beauty Ltd. (U.K)
• Morphe Brushes. (U.S)
• Natura & Co (Brazil)
• e.l.f. Cosmetics, Inc. (U.S)
• Colorbar Cosmetics Pvt. Ltd. (India)
• Huda Beauty (UAE)
• Shiseido Company (Japan)
• L'Oréal S.A. (France)
• The Estée Lauder Companies Inc. (U.S.)

KEY INDUSTRY DEVELOPMENTS

• March 2025: Louis Vuitton, a French fashion house, announced plans to introduce a new makeup line, including eight eyeshadows, in collaboration with Pat McGrath, a makeup artist.
• January 2025: RevitaLash, a U.S.-based eye cosmetics brand, unveiled its new product, Length Define Tubing Mascara, designed to strengthen and nourish the user’s lashes.
• April 2024: Colorbar, an India-based cosmetics brand, expanded its portfolio with the launch of Petite Eyeshadow Palettes. The new products are available through online and offline sales channels.
• November 2023: Miné Stencils, a U.S.-based company, unveiled eye shadow stencils that assist in applying eye shadow and providing a professional look. The stencils include instruments, brushes, and templates.
• October 2020: Perfect Corp, a Taiwan-based software company, launched a new app, YouCam Makeup, which provides virtual makeup try-on features. The app also includes eye makeup try-on selections.

REPORT COVERAGE

The global eye makeup market research report provides market size and forecast by all the segments. It includes details on the market dynamics and market trends expected to drive the market in the forecast period. It offers information about the key regions/countries, key industry developments, new product launches, and details on partnerships, mergers, and acquisitions in key countries. The report covers a detailed competitive landscape with information on the market share and profiles of key players.

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Report Scope & Segmentation