Market Trends of Eye Makeup Industry
Rising Number of Active Social Media Influencers Creating Awareness
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.
Asia-Pacific is the Fastest-growing Region
Asia-Pacific is the expected region in terms of growth in the eye makeup market due to rising social media advertising of stylish eye looks and increasing preference for natural cosmetic products among women in countries such as China and India. The growing trends toward bold eye makeup and eyebrow pencils with long-lasting eyelashes are expected to spur growth prospects for the region in the coming years. Moreover, with makeup styles becoming increasingly artistic and adventurous, there is scope for promoting bold and unusual brow looks, incorporating colors, glitter, and creative designs. Owing to such opportunities new players have been entering the market, for instance, in June 2022, Pat McGrath a brand that offers various eye makeup products entered the Indian market with India's online beauty platform. Creating fashion-led eyebrow products which harness popular culture is a great way to tap into such a trend. There is rising demand for various luxury eyes makeup products such as mascara, eyeliner, eye shadow, and other products among individuals in countries. Moreover, there's an increasing demand for waterproof eye makeup products, especially during summer. This product makeup that can withstand hot and humid weather conditions is gaining popularity among women, increasing the demand for such eyebrow products.
