GVR Report cover Eye Makeup Market Size, Share & Trends Report

Eye Makeup Market Size, Share & Trends Analysis Report By Product (Mascara, Shadow, Liner, Pencil, Brow), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2019 - 2025

  • Report ID: GVR-2-68038-832-9
  • Number of Pages: 110
  • Format: Electronic (PDF)

Industry Insights

The global eye makeup market size was estimated at USD 14.52 billion in 2018 and is anticipated to witness a CAGR of 5.7% during the forecast period. Rising awareness regarding physical appearance is projected to drive product demand. Also, increasing per capita income in developing countries such as China, India, Brazil, and Indonesia, allowing the consumers to spend on cosmetic products, is expected to further fuel the growth.

Over the past few years, rapidly growing social media has impacted the market positively. The manufacturers have expanded their brand campaigns with the help of brand ambassadors and celebrities through social media channels such as Instagram, Facebook, YouTube, Pinterest, Twitter, and makeup related blogs. These digital platforms not only drive the product demand but also educate the consumers through product-centric beauty tutorials. It has enabled the producers to contact the consumers directly, encouraging consumers to explore new products. In 2018, “smoky eyes” and “glitter eyeshadow” were among the top five most-searched beauty products in Google.

Global eye makeup market

Women are the major consumers of the eye makeup market, therefore the market is highly dependent on the population of this segment. The growing population of millennial women accounted for a large part of the consumer base of this market. Also, the rising number of working-class women has been boosting the demand for makeup products significantly. Financial independence has allowed women to spend more on personal care products. Furthermore, the rapidly growing corporate sector or the formal organized sector has fueled the demand for cosmetics among female employees due to the rising beauty consciousness. According to some studies, women's participation in Science, Technology, Engineering, and Math (STEM) has been increasing significantly over the past few years in the U.K.

The consumer preference has been shifting towards natural or organic cosmetics. Rising concerns regarding the environment and human and animal health and are boosting the demand for organic products. Awareness regarding the harmful effects of chemical-based cosmetics is anticipated to further drive the demand for natural products. In August 2018, L’Oréal announced to acquire Logocos Naturkosmetik AG, a German-based natural cosmetics brand. Logos operates through different brand names such as Logona and Sante. The company offers a wide range of bio certified vegan eye makeup, hair color, and lipsticks.

Product Insights

Mascara held the largest market share of around 35.0% in 2018. Celebrity endorsements and a wide range of product promotions have been driving the demand for mascara. Mascara enhances the overall appearance of eyes and makes lashes look thicker at a minimum cost and very low risk. While the eyelash lifting treatments a complex process which is relatively expensive and includes risk. Mascaras are also more user-friendly than the lash extensions, the other alternative of eyelash enhancement. Waterproof mascaras are expected to witness more growth than the regular mascara in near future due to its easy application and removal process.

The market for shadow products is expected to expand at a CAGR of 6.2% from 2018 to 2025. This segment comprises product categories such as liquid shadows, pencil shadows, cream eye shadows, mousse shadows, and powder shadows.

Distribution Channel Insights

The offline segment led to more than 85.0% of the global market share in 2018. This segment includes supermarkets and hypermarkets, drug stores, brand outlets, mom and pop stores, and direct selling. In 2018, Avon was considered as one of the largest direct-selling channels for personal care products in the world. Other than Avon; Oriflame, Amway, NuSkin, and Mary Kay are the major direct selling beauty brands.

Online is expected to witness a CAGR of 8.8% from 2018 to 2025. More than five billion people were using smartphones across the globe, which has increased the number of online shoppers. Over the past few years, the online purchase has become more convenient for the consumers. As a result, beauty products have become one of the most common items purchased online. The hassle-free checkout process and delivery have also fueled the growth of this sector. Amazon, Sephora, Strawberrynet, and FEELUNIQUE INTERNATIONAL LIMITED are leading online cosmetics retailers.

Regional Insights

In 2018, North America held the leading market share of more than 30%. The demand for mascara, liner, brow, and shadow products has witnessed significant growth, which is anticipated to propel the regional market in the forthcoming years. Cosmetics & Fragrance, Ulta Salon, and Sephora are the leading retailers in the U.S. The trend of bold brows has raised the demand for long-lasting product variants.

Europe is anticipated to hold a significant market share shortly. Key regional markets include France, Germany, U.K., Italy, Spain, and Poland. The growing revenue of this industry has been attracting foreign investors in these economies, which has enhanced the R&D sector of the market. Over the past few years, consumer preference is shifting towards organic products over the synthetic products, due to rising concerns about their harmful effects on the skin. This is expected to expand the product scope in the region.

Global eye makeup market

Asia Pacific is expected to register the fastest CAGR of 8.3% from 2018 to 2025. The prominent regional markets include China, Japan, Indonesia, South Korea, Malaysia, and India. Rapidly growing middle-class populations in these developing countries coupled with growing consciousness regarding physical appearance have been driving the regional demand. Also, increasing the percentage of working women and changing lifestyles have propelled the demand for the product significantly.

China has witnessed significant growth in product sales. These sales have attracted leading cosmetics companies in China. In 2018, the major share of the Chinese cosmetics market was held by the top 10 companies in the world. Similarly, Indonesia has been growing remarkably over the past few years. As a result, the government of Indonesia has considered the domestic cosmetics industry under the priority industries in its National Development Plan for Industry.

Eye Makeup Market Share Insights

The major market players include L'Oréal S.A; Avon Products, Inc.; The Procter & Gamble Company; The Estée Lauder Companies Inc.; Revlon, Inc.; Unilever; Shiseido Company, Limited; COLORBAR COSMETICS PVT LTD; Chanel S.A.; and Amway. The establishment of strategic partnerships with celebrities for product launches is expected to remain a crucial success factor over the next few years. For instance, in July 2018, L’Oréal Havana-Inspired Makeup Collection with Camila Cabello. The product price of this limited collection ranges from USD 10 to 15. It includes three shades of Havana Gotta Give Brow brow pen and Havana Flash Liner eyeliner.

Report Scope



The base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Billion & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, Middle East & Africa

Report coverage

Revenue forecast, company share, competitive landscape, growth factors and trends

Country Scope

U.S., Germany, China, India, Brazil

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Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2014 to 2025. For this study, Grand View Research has segmented the global eye makeup market report based on the product, distribution channel, and region:

  • Product Outlook (Revenue, USD Billion, 2015 - 2025)

    • Mascara

    • Shadow

    • Liner

    • Pencil

    • Brow

    • Others

  • Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)

    • Online

    • Offline

  • Regional Outlook (Revenue, USD Billion, 2015 - 2025)

    • North America

      • The U.S.

    • Europe

      • Germany

    • Asia Pacific

      • China

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa

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