Eye Makeup Market Trends

Globally, deep internet penetration contributed to consumers' awareness of facial beauty products. According to the International Telecommunication Union, global internet usage reached approximately 5.3 billion users in 2022, up from 4.9 billion in 2021. The increased number of active social media users on most social media platforms, including Instagram, Facebook, YouTube, and Twitter, drives the market. Consumers increased time on their phones has boosted their exposure to beauty content on social media, which has sustained the demand in certain beauty and personal care categories, such as facial beauty products, which mainly include eye makeup products. These platforms have become a major marketing strategy for eye makeup brands looking to reach a wide audience. Social media's influence on consumers is significant, as over a third of online shoppers in the United Kingdom have purchased products after seeing them advertised on social media in the past few months. Furthermore, the trend of social media influencers showcasing their beauty regimens has been rising over the past few years. Both local and international eye cosmetics brands are turning to influencers to increase their brand awareness and reach potential consumers. Moreover, beauty influencers showcase different types of eye makeup, which entices consumers to purchase makeup from that particular brand, further leading to the demand for that brand.