Herbal & Organic Mascara Market Size, Share & Trends Analysis Report By Product (Liquid, Gel/Cream), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2025 - 2030

Herbal & Organic Mascara Market Trends

The global herbal & organic mascara market size was valued at USD 146.73 million in 2024 and is projected to grow at a CAGR of 7.9% from 2025 to 2030. A growing consumer preference for herbal and organic cosmetics and increasing awareness of sustainable personal grooming practices are driving demand for herbal and organic mascaras. In response to this trend, major cosmetics and beauty product brands have launched extensive lines of eye makeup products, including mascaras formulated with natural and organic ingredients. Additionally, endorsements from celebrities and social media influences are further propelling the growth of the herbal and organic mascara industry.

The abundance of information available online has made consumers more informed and discerning about the ingredients used in mascaras. Ingredients such as paraffin wax, iron oxide, mineral oils, and artificial preservatives can be harmful to both consumers and the environment. Due to these concerns, consumers increasingly seek sustainable mascaras formulated with organic and herbal ingredients. As consumer purchasing power grows, they are willing to invest more in clean beauty products. A 2024 consumer survey conducted by Civic Science revealed that approximately 70% of U.S. consumers under the age of 35 are willing to pay a premium for sustainable beauty products. This trend is particularly pronounced among Gen Z consumers, with over one-third of them willing to pay up to 29% more for eco-friendly beauty products.This growing consumer demand has prompted beauty brands to prioritize the development of sustainable and organic products.

Modern consumers are no longer impressed by the tall claims of big brands and are rather focused on maintaining their natural beauty of themselves. To compete with global beauty industry brands, budding local cosmetics companies are introducing a new line of quality products made from herbal or organic ingredients. For instance, Avril, a French cosmetic brand, provides a mascara that is 99.9% plant-based ingredients. Similarly, the PHB Ethical Beauty brand from the UK makes mascara free from toxic chemicals and mineral oils. Their mascara won the Green Parent Beauty Awards in 2023. Such companies often attract the local population as their products are suitable for local demography. The advent of new science-backed local cosmetic brands is rapidly changing the dynamics of herbal & organic mascara industry.

Social media promotion and collaboration with influencers have become essential strategies for all players in the beauty industry. Social media platforms enable companies to raise consumer awareness of their products and unique selling points. According to data published by Global Cosmetic Industry Magazine, approximately 57% of social media users in the U.S. purchase beauty products after discovering them on social media. Companies are increasingly prioritizing product responsibility and customer satisfaction. The GCI magazine article further reports that 75% of consumers are satisfied with their social media purchases. Moreover, the availability of herbal and organic beauty products, including mascara, on e-commerce platforms has contributed to market growth. E-commerce platforms and online shopping have facilitated the reach of herbal and organic mascara brands to consumers in tier 2 and tier 3 cities, expanding their customer base.

Product Insights

The liquid mascara segment dominated the global herbal and organic mascara market based on product, with a revenue share of 72.3% in 2024. Liquid mascaras are the most popular variant available in water- and vegan oil-based formulations. This type of mascara is relatively easy to apply, long-lasting, and simple to remove. Water-based liquid mascara is favored by consumers with sensitive eyes or contact lens wearers. Additionally, individuals with active lifestyles prefer water-resistant and sweatproof options. These factors have contributed to the growing demand for liquid organic and herbal mascaras. In February 2019, Inika launched new mascaras with 100% natural and vegan ingredients, in three variants, namely, The Mascara, Bold Lash, and Curvy Lash.

The gel/cream mascara segment is also expected to experience the fastest CAGR from 2025 to 2030. Gel or cream mascara is gradually getting recognition from customers because of its styling, nourishing, and tinting properties. Many gel-based mascaras have active ingredients such as Vitamin E that help nourish the lashes and eyebrows. Such mascaras also build a protective shield around the lashes, giving them a tinted look for longer. The nourishment and protection properties are alluring consumers to move from traditional mascara to gel/cream mascara.

Distribution Channel Insights

The offline segment held the largest revenue share of the herbal and organic mascara market in 2024. Offline sale channels, including supermarkets, hypermarkets, retail stores, and salons, offer multiple mascara offerings from different beauty brands to customers. The facility for testing the product on the spot and expert recommendations from knowledgeable sales associates or brand representatives help consumers choose the most appropriate products according to their preferences. This allows consumers to feel confident and informed before making purchases. According to a consumer survey conducted by YouGov, more than 30% of the consumers who participated in the survey preferred to buy cosmetics and beauty products offline. This has helped the herbal & organic mascara industry to dominate in the offline retail channels.

The online segment is expected to experience the fastest CAGR during the forecast period. Consumers worldwide, particularly younger demographics, have continued to prioritize health and wellness purchases through online and e-commerce platforms. These channels offer numerous advantages, including convenience, exclusive online discounts, and the assurance of product authenticity. Additionally, cosmetic brands and e-commerce platforms provide advanced features, such as virtual try-on features, allowing consumers to experience products virtually. For example, brands like L'Oréal and MAC Cosmetics offer virtual try-on options on their smartphone applications. These innovations have significantly contributed to the growth of the segment

Regional Insights

The North America herbal & organic mascara industry dominated the global market, with a revenue share of 34.7% in 2024. Growing inclination towards sustainable fashion and beauty and the trend of using organic & herbal ingredient-based are the major driving factors of herbal & organic mascara in the region. The consumers in the region are among the early adopters of the latest beauty trends. North American consumers have access to large product offerings from different brands. Besides, the influence of social media platforms such as TikTok and Instagram also helps the herbal & organic mascara industry to flourish in the region.

North American consumers are keen to follow the latest beauty trends and have access to the most advanced beauty appliances.

The U.S. dominated the North American herbal & organic mascaras market in 2024. The combination of high disposable income, growing awareness of organic cosmetics, and a willingness to invest in premium products is driving the U.S. herbal and organic mascara market. American consumers have access to a wealth of information about product ingredients and features. Approximately 40% of U.S. consumers research a product's brand credentials before purchasing. Online reviews and recommendations from social media influencers influence informed consumer decisions. Additionally, the demand for sustainable products that minimize environmental impact is further driving the market. A consumer survey conducted in 2023 by CleanHub revealed that 63% of respondents consider sustainability, safety, and non-toxicity to be crucial factors when selecting skincare and eye products

Asia Pacific Herbal & Organic Mascara Market Trends

The Asia Pacific herbal and organic mascara market is anticipated to experience the fastest growth during the forecast period. Consumers in the region are dynamic in their preferences and keep on changing their preferences as per the market trends. With rising disposable income, consumers are gradually moving towards herbal and organic products. Thus, awareness of personal grooming with products having high-quality ingredients is driving the herbal and organic mascara market in the region. The region has a high concentration of beauty products companies across China, Japan, and Korea that develop products suitable for the local tastes. This allows the consumer to choose products as per their preferences and thus encouraging the growth of the regional beauty and cosmetics market.

China held the largest revenue share of the regional industry in 2024. The adoption of Western lifestyles, the influence of social media, and the growth of online cosmetic shopping are key factors driving the growth of herbal and organic mascaras in the country. China has a well-established cosmetic industry with numerous small and medium-sized enterprises competing with global brands like L'Oréal. Local companies cater to the specific tastes and preferences of Chinese consumers.

Europe Herbal & Organic Mascara Market Trends

The European herbal and organic mascara market is expected to experience a significant CAGR during the forecast period. Makeup and cosmetics are integral elements of regional cultural identity. Countries like France, the UK, Spain, and Italy have historically set global beauty trends. The presence of consumers having access to substantial knowledge and the high demand for eye makeup products with sustainable and organic ingredients are driving market growth in the region. The increasing influence of social media and the rise of online beauty shopping are additional factors contributing to market expansion

Key Herbal & Organic Mascara Company Insights

Some of the key companies operating in the global herbal & organic mascara market are Ecco Bella, Ulta Beauty, Inc., Lotus Herbals Limited, Odylique, JOSIE MARAN COSMETICS, Au Naturale, Llc, RMS Beauty, Endlessly Beautiful, Skin2Spirit, and EVXO Cosmetics. Every major player in the herbal & organic mascara industry follows a key market strategy for new product development. Companies compete in terms of product innovation and organic ingredients to stay dominant in the market. Herbal & organic mascara manufacturers are also focusing on using eco-friendly ingredients and sustainable packaging to reduce the impact on the environment.

• Ecco Bella is a U.S.-based vegan-science-based beauty and nutrition product company offering various cosmetics. The company focuses on products that are 100% vegan and cruelty-free. It offers FlowerColor Natural Mascara, which is paraben-and artificial fragrance-free. The product is plant-based, waterproof, and easy to remove.

• Au Naturale Cosmetics, LLC, is a U.S.-based cosmetic brand that provides vegan, cruelty-free, organic, gluten-free, and ethical color cosmetics. The company offers a wide range of cosmetics for the face, lips, and eyes. It has introduced Bold Statement Vegan nourishing mascara. The company claims that the ingredients are ethically sourced and 100% sustainable.

Recent Developments

• In April 2024, the UK-based science company, The Unseen, announced a partnership with Living Ink, a bio-based pigment manufacturer, to launch Algae Black innovation-based cosmetic products. The product line, named Absorption, made from black algae, includes lengthening mascara and long-wearing pencil eyeliner. According to the company, black algae is an alternative to petroleum-based black carbon pigment used in conventional eyeliner, mascaras, and shadows.

• In May 2023, the U.S.-based cosmetic brand CoverGirl introduced its first plant-based mascara. The mascara is made from clean and vegan ingredients and offers 302% more volume to the lashes. As approved by Cruelty Free International, the product is to be 100% cruelty-free.

Herbal & Organic Mascara Market Report Scope

Global Herbal & Organic Mascara Market Report Segmentation

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 2018 to 2030. For this study, grand view research has segmented the herbal & organic mascara market report based on product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Liquid

  • Gel/Cream

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

  • Online

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • Australia

  • Central & South America

    • Brazil

  • MEA

    • South Africa