Eye Makeup Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Eye Makeup Market is segmented by Product Type (Eye Shadow, Eye Liner, Mascara, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market sizes and values in (USD Million) during the forecast years for the above segments.

Eye Makeup Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Eye Makeup Market Size

Eye Makeup Market Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
CAGR 5.40 %
Fastest Growing Market Asia-Pacific
Largest Market North America
Market Concentration Low

Major Players

Eye Makeup Market Major Players

*Disclaimer: Major Players sorted in no particular order

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Eye Makeup Market Analysis

The Eye Makeup Market is expected to register a CAGR of 5.4% during the forecast period.

Eye cosmetic products such as eyeshadow, eyeliner, mascara, and kohl are formulated using water, emulsifiers, moisturizer, thickeners, and fragrances. Eye cosmetic products are available in different colors ranging from subtle to bold shades. The customer demand for waterproof and mineral-based products has led to a substantial development in the market.

Moreover, factors such as low cost, ease of use, and ease of availability are expected to support the growth of the eye makeup market in developing economies. For instance, companies such as L'Oreal India and Hindustan Unilever Ltd invested significantly in eye makeup by introducing more easy-to-use product formats in kohl, eyeliners, and mascara, with smaller and affordable packaging for eye shadows. Increasing demand for halal cosmetics, such as eye, face, and lip care products in the Middle East, is a growth opportunity for eye makeup manufacturers. Additionally, the growth of private label brands in the eye cosmetics market is also driven by social media and its positioning around affordable luxury. Celebrities like Lady Gaga are promoting the use of cruelty-free and vegan cosmetic products by offering their product range, namely the Haus Laboratories.

However, stringent regulations on the use of ingredients in cosmetics are a major challenge to the market's growth. The growing adoption of eye makeup products to enhance appearance, along with favorable growth of the cosmetics market and increasing demand for natural cosmetics, is driving the growth of the eye makeup market.

Eye Makeup Industry Overview

The eye makeup market is expected to be highly competitive, owing to the increasing demand for beauty products among the women population. The major players operating in this market are L'Oreal S.A., The Estée Lauder Companies Inc., Coty Inc., Shiseido Company, Limited, and Natura & Co (Avon). Some of the major developments in the market studied include increased product extensions, technological innovations, high quality, and pricing of the products manufactured. Many vendors are focusing on innovative packaging to create a wider base of customers globally. For instance, companies such as L'Oreal India and Hindustan Unilever Ltd invested significantly in eye makeup by introducing more easy-to-use product formats in kohl, eyeliners, and mascara with smaller and affordable packaging for eye shadows.

Eye Makeup Market Leaders

  1. L’Oréal S.A.

  2. Coty Inc.

  3. Shiseido Company, Limited

  4. The Estée Lauder Companies Inc.

  5. Natura & Co

  6. *Disclaimer: Major Players sorted in no particular order
Eye Makeup Market Concentration
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Eye Makeup Market News

  • Sept 2022: L'Oréal USA announced the establishment of a new, cutting-edge Research & Innovation (R&I) Center in Clark, New Jersey. The USD 140 million development project represents the largest investment in an R&I facility. The new R&I Center will boost L'Oréal's ability to promote scientific and technological research behind products and services focused on meeting consumers' diverse beauty demands in the United States and worldwide. The R&I Center will focus on beauty innovations across the hair, skin, and makeup categories while also pioneering research in strategic scientific domains, including Green Sciences and Beauty Tech.
  • Mar 2022: Milk Makeup launched its new eye RISE lifting and lengthening mascara, which claimed to be made with "Vegan Lash-Wrap Technology," including four vegan waxes to precisely define and add volume, as well as "monoi oil and marigold extract" for conditioning.
  • Oct 2021: Dubai-based Hindash Cosmetics launched new ultra-black eyeliner, which claimed to have taken its inspiration from the traditions of that region.

Eye Makeup Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET DYNAMICS

  • 4.1 Market Drivers
  • 4.2 Market Restraints
  • 4.3 Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5. MARKET SEGMENTATION

  • 5.1 Product Type
    • 5.1.1 Eye Liner
    • 5.1.2 Eye Shadow
    • 5.1.3 Mascara
    • 5.1.4 Other Product Types
  • 5.2 Distribution Channel
    • 5.2.1 Hypermarket/Supermarket
    • 5.2.2 Specialty Store
    • 5.2.3 Convenience Store
    • 5.2.4 Online Retail Stores
    • 5.2.5 Other Distribution Channels
  • 5.3 Geography
    • 5.3.1 North America
    • 5.3.1.1 United States
    • 5.3.1.2 Canada
    • 5.3.1.3 Mexico
    • 5.3.1.4 Rest of North America
    • 5.3.2 Europe
    • 5.3.2.1 Germany
    • 5.3.2.2 United Kingdom
    • 5.3.2.3 Italy
    • 5.3.2.4 France
    • 5.3.2.5 Russia
    • 5.3.2.6 Spain
    • 5.3.2.7 Rest of Europe
    • 5.3.3 Asia-Pacific
    • 5.3.3.1 China
    • 5.3.3.2 Japan
    • 5.3.3.3 India
    • 5.3.3.4 Australia
    • 5.3.3.5 Rest of the Asia-Pacific
    • 5.3.4 South America
    • 5.3.4.1 Brazil
    • 5.3.4.2 Argentina
    • 5.3.4.3 Rest of South America
    • 5.3.5 Middle-East and Africa
    • 5.3.5.1 South Africa
    • 5.3.5.2 Saudi Arabia
    • 5.3.5.3 Rest of Middle-East and Africa

6. COMPETITIVE LANDSCAPE

  • 6.1 Strategies Adopted by Leading Players
  • 6.2 Market Share Analysis
  • 6.3 Company Profiles
    • 6.3.1 L'Oréal S.A.
    • 6.3.2 The Estée Lauder Companies Inc.
    • 6.3.3 Shiseido Company, Limited
    • 6.3.4 Coty Inc.
    • 6.3.5 Revlon, Inc.
    • 6.3.6 Oriflame Holding AG
    • 6.3.7 Cosnova GMBH
    • 6.3.8 Colorbar Cosmetics Pvt. Ltd
    • 6.3.9 Alticor (Amway Corp)
    • 6.3.10 Waldencast (Milk Makeup)
    • 6.3.11 Natura & Co
    • 6.3.12 Hindash Cosmetics
  • *List Not Exhaustive

7. MARKET OPPORTUNITIES AND FUTURE TRENDS

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Eye Makeup Industry Segmentation

Eye makeup is a type of cosmetic that aims to make the eyes look noticeable and attractive. 

The Eye Makeup Market is segmented by Product Type (Eye Shadow, Eye Liner, Mascara, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market sizes and values in (USD Million) during the forecast years for the above segments.

Product Type Eye Liner
Eye Shadow
Mascara
Other Product Types
Distribution Channel Hypermarket/Supermarket
Specialty Store
Convenience Store
Online Retail Stores
Other Distribution Channels
Geography North America United States
Canada
Mexico
Rest of North America
Europe Germany
United Kingdom
Italy
France
Russia
Spain
Rest of Europe
Asia-Pacific China
Japan
India
Australia
Rest of the Asia-Pacific
South America Brazil
Argentina
Rest of South America
Middle-East and Africa South Africa
Saudi Arabia
Rest of Middle-East and Africa
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Eye Makeup Market Research FAQs

What is the current Eye Makeup Market size?

The Eye Makeup Market is projected to register a CAGR of 5.40% during the forecast period (2025-2030)

Who are the key players in Eye Makeup Market?

L’Oréal S.A., Coty Inc., Shiseido Company, Limited, The Estée Lauder Companies Inc. and Natura & Co are the major companies operating in the Eye Makeup Market.

Which is the fastest growing region in Eye Makeup Market?

Asia-Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).

Which region has the biggest share in Eye Makeup Market?

In 2025, the North America accounts for the largest market share in Eye Makeup Market.

What years does this Eye Makeup Market cover?

The report covers the Eye Makeup Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Eye Makeup Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Eye Makeup Industry Report

Statistics for the 2025 Eye Makeup market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Eye Makeup analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.

Eye Makeup Market Report Snapshots