Eye Makeup Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Global Eye Makeup Market is segmented by Product Type as Eye Shadow, Eye Liner, Mascara, and others; by Distribution Channel as Supermarket/Hypermarket, Convenience Stores, Specialty Stores, Online Retail Stores, other Distribution Channels; and Geography.

Market Snapshot

eye-makeup-market_Market Summary
Study Period: 2016 - 2026
Base Year: 2020
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 5.40 %

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Market Overview

The global eye makeup market is expected to witness a CAGR of 5.40% during the forecast period, 2018-2023. 

  • Growing adoption of eye makeup products, in order to enhance appearance, along with favorable growth of the cosmetics market and increasing demand for natural cosmetics, is driving the growth of the global eye makeup 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, in January 2017, 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. However,  stringent regulations imposed on the use of ingredients in cosmetics is a major challenge for the growth of the market in this region. 

Scope of the Report

The eye makeup market has been segmented by product types such as eyeliner, eye shadow, mascaras and other product types. Moreover, by distribution channel its been segmented as supermarket/hypermarket, convenience stores, specialty stores, online retail stores, other distribution channels.

Product Type
Eye Liner
Eye Shadow
Distribution Channel
Specialty Store
Convenience Store
Online Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
South Korea
Rest of the Asia-Pacific
South America
Rest of South America
Middle East & Africa
Saudi Arabia
Rest of Middle East and Africa

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Key Market Trends

Increasing Expenditure on Advertisement and Promotion by Key Players

Research and development (R&D) and advertisement/promotions are driving the overall  cosmetics market. Key players are investing on these factors to influence the consumer  purchasing decision and increase the popularity of products in the retail landscape. Also,the growing internet users in developing economies have changed the advertisement spending  strategy of key players. The major players are undergoing a “major shift”, wherein they are  investing more on their advertisement and promotional spend, which is influenced by digitalization  of world. For instance, key players, like L’Oreal, are shifting their strategy to focus on creating a  demonstrative content for digital advertisement for its consumers, instead of highlighting its  products on conventional advertisement platforms, such as magazine, news papers, etc. Also, with this regard Revlon, also increased their spending on advertisement. In 2017, Revlon  invested USD 550 million on advertisement and witnessed a growth rate of 22.14% during the  period, 2015 to 2017.
Eye Makeup Market 1

Increasing Innovation in the Eye Makeup Product Category to Spur Global Demand

The growing trends toward bold eye makeup and eyebrow pencil with long-lasting eyelashes are expected to spur the growth prospects for the market in 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. Creating  fashion-led eyebrow products, which harness popular culture are a great way to tap into such a  trend. For Instance, in March 2017, Sephora launched the Brow Highlighting Gel in Gold, signifying that  consumers are interested in more fashion-forward looks.
Moroever, there’s an increasing demand being created for waterproof eye makeup products, especially during  summers. This product makeup that can withstand hot and humid weather conditions is gaining  popularity among women, and further is increasing the demand for such eyebrow products.
Eye Makeup Market 2

Competitive Landscape

Eye makeup market is expected to be highly competitive, owing to the increasing  demand for personal care products among the women population. The major  players operating in this market are L’Oreal S.A., New Avon LLC., Shiseido Co.,Ltd., and Colorbar Cosmetics Pvt. Ltd.
Some of the major developments in the market studied includes increased  product extensions, technological innovations, high-quality, and pricing of the  products manufactured. Many vendors are focusing on innovative packaging to  create the wider base of customer globally. For instance, in January 2017,  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.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Eye Liner

      2. 5.1.2 Eye Shadow

      3. 5.1.3 Mascara

      4. 5.1.4 Others

    2. 5.2 Distribution Channel

      1. 5.2.1 Hypermarket/Supermarket

      2. 5.2.2 Specialty Store

      3. 5.2.3 Convenience Store

      4. 5.2.4 Online Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. Italy

        4. France

        5. Russia

        6. Spain

        7. Rest of Europe

      3. 5.3.3 Asia Pacific

        1. India

        2. China

        3. Japan

        4. South Korea

        5. Australia

        6. Rest of the Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East & Africa

        1. UAE

        2. Saudi Arabia

        3. Rest of Middle East and Africa


    1. 6.1 Major Strategies by Key Players

    2. 6.2 Most Active Companies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Oriflame Cosmetics AG

      2. 6.4.2 Estee Lauder Inc.

      3. 6.4.3 Loreal SA

      4. 6.4.4 Shiseido Company, Limited

      5. 6.4.5 Unilever

      6. 6.4.6 Coty INC.

      7. 6.4.7 Revlon

      8. 6.4.8 New Avon LLC

      9. 6.4.9 Colorbar Cosmetics Pvt. Ltd

    5. *List Not Exhaustive

**Subject to Availability

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Frequently Asked Questions

The Eye Makeup Market market is studied from 2016 - 2026.

The Eye Makeup Market is growing at a CAGR of 5.40% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

L’Oréal S.A., New Avon LLC, Revlon, Coty Inc., Shiseido Company, Limited are the major companies operating in Eye Makeup Market.

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