Eye Makeup Market Size to grow by USD 7674 million between 2024-2028

Technavio, a leading provider of market research reports, has released its latest study on Eye Makeup Market. This report offers a comprehensive analysis of the current market trends, emerging opportunities, and key challenges. The digital transformation of retail has significantly boosted the sales of eye makeup products and accessories through online channels. E-commerce platforms provide consumers with a convenient and informative shopping experience, enabling them to compare and evaluate various eye makeup offerings. Major online retailers, such as eBay Inc. and Amazon.com Inc., have capitalized on this trend, offering a wide range of eye makeup products and accessories for purchase. As the popularity of e-commerce continues to rise, the online retail format is projected to capture a larger share of the overall retail sales during the forecast period.

Key Highlights

Growth Projections

The global eye makeup market  size is estimated to grow by USD 7674 mn from 2024-2028, according to Technavio. The market is estimated to grow at a CAGR of  7.18% during the forecast period. Rising awareness about eye makeup is driving market growth, with a trend towards growing preference for online shopping  However, logistics issues in cosmetics industry  poses a challenge.Key market players include Amway Corp., Anastasia Beverly Hills LLC, Chanel Ltd., Colorbar Cosmetics Pvt. Ltd., Cosmetic Manufacturers Aust. Pty Ltd., DIC Corp., FORMA BRANDS LLC, Iredale Cosmetics Inc., LOreal SA, LVMH Group., Manash Lifestyle Pvt. Ltd., Mary Kay Inc., Natura and Co Holding SA, Oriflame Cosmetics S.A., Revlon Inc., Revolution Beauty Ltd., RMS Beauty LLC, Shiseido Co. Ltd., The Estee Lauder Companies Inc., and Unilever PLC.

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Major Findings

• The eye makeup market is experiencing significant growth due to increasing awareness and appreciation for enhancing the natural beauty of the eyes. Consumers are becoming more knowledgeable about various eye makeup techniques and products, leading to a surge in demand for high-quality eye shadows, liners, mascaras, and other related items. This trend is expected to continue as people seek to express their individuality and improve their appearance.


• The eye makeup market is experiencing significant growth due to the increasing number of working women. With more women entering the workforce, there is a rising demand for makeup products that can enhance their appearance and boost their confidence. Eye makeup, in particular, is a popular choice due to its ability to make the eyes look brighter, more defined, and more alert. This trend is expected to continue as more women seek to make a positive impression in their professional lives. The market for eye makeup is projected to grow steadily in the coming years, offering opportunities for both established and new players in the industry.


• The cosmetics industry, particularly the eye makeup segment, faces significant logistics challenges. Perishable nature of eye makeup products, such as mascara and eyeliner, necessitates stringent temperature control during transportation and storage. Additionally, the small size and fragile nature of these items increase the risk of damage during shipping. To mitigate these issues, companies invest in advanced packaging and temperature-controlled supply chains. Effective logistics management is crucial to ensure product quality, customer satisfaction, and timely delivery in the competitive eye makeup market.


• The global eye makeup market exhibits a diverse competitive landscape, with both organized and unorganized players contributing to its growth. Local, artisanal manufacturers play a significant role in this sector, offering unique and authentic products that cater to specific consumer preferences. These players, although unorganized, bring a distinct character and innovation to the market. Their presence adds to the market's richness and diversity, making it an intriguing and dynamic industry to monitor.

Market Research Overview

The global personal care products industry encompasses the development and production of a wide range of items, including cosmetics, perfumes, masks, sex toys, hair wigs and extensions, and polarized sunglasses. According to market research firm Technavio, the market size is determined by the collective revenue generated by manufacturers in this sector. Factors driving growth in the market include the positive correlation between disposable income and discretionary spending, which often includes expenditures on luxury and lifestyle-related products.

The Eye Makeup Market is experiencing significant growth, fueled by the Rising awareness about eye makeup. Businesses are leveraging the products belonging to the market for customer engagement, transactional notifications, and promotional offers.

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Regional Insights

The eye makeup market represents a significant segment within the broader cosmetics industry, showcasing robust growth and innovation. Brands are continually introducing new product offerings, such as long-lasting eyeliners, smudge-proof mascaras, and colorful shadows, to cater to consumers' evolving preferences. Market research indicates continued expansion, driven by increasing consumer awareness and the desire for enhancing facial features. Companies are focusing on sustainable production methods and inclusive shade ranges to meet the diverse needs of their customer base.

Research Analysis Overview

The eye makeup market is a significant segment of the e-commerce and online retail industries, with vegan products gaining increasing popularity. Brands are collaborating with influencers and securing celebrity endorsements to boost sales. Product development and innovation are key drivers, with mineral-based, waterproof, and bold shades in high demand. Developing economies are witnessing rapid market development, driven by the ease of availability and use of these products. Product formats include mascara, eyeliner, eyeshadow, and various eye cosmetic products like thickeners, moisturizers, emulsifiers, water, and fragrances. Consumers, especially those with disposable income, are seeking low-cost yet high-quality options. The beauty and fashion industry's influence is evident, with subtle and bold shades catering to diverse preferences. Major players invest in research and development to create innovative formulas, ensuring ease of use and effectiveness. Waterproof and long-lasting products are popular choices, especially in the busy lifestyles of modern consumers. The market's growth is expected to continue, driven by the influence of influencer culture and the ever-evolving trends in the beauty industry.

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