The global eye makeup market size was estimated at USD 18.2 billion in 2023 and is projected to reach USD 26.8 billion by 2030, growing at a CAGR of 5.7% from 2024 to 2030. This growth is primarily driven by the rising awareness among individuals about physical appearance and evolving grooming trends, which are significantly influencing consumer behavior and purchase patterns.

Moreover, in developing economies such as China and India, the increasing number of young, working professionals with higher disposable incomes has led to a growing preference for cosmetic and personal care products. These consumers view eye makeup as a part of daily grooming, thereby contributing to market expansion. Additionally, the rapid growth of the corporate sector—also referred to as the formal organized sector—has further increased the demand for makeup products, especially among female employees, as beauty consciousness becomes more pronounced in professional environments.

The influence of social media platforms has also played a crucial role in accelerating the growth of the eye makeup market. A significant portion of the younger population actively engages with apps such as Instagram, YouTube, Facebook, and various beauty blogs to assess product reviews, feedback, and quality before making a purchase. In response to this digital shift, many manufacturers have strategically utilized these platforms as marketing tools, enabling direct communication with potential consumers. These platforms also allow companies to showcase the benefits and usage techniques of their products through social media influencers and celebrity endorsements, which positively impacts brand visibility and drives demand.

Notably, in 2023, "doe eye" and "pastel eyeshadow" emerged as some of the most-searched eye makeup trends, according to data from Revlon India, highlighting how online beauty trends can shape consumer preferences and influence product popularity.

Key Market Trends Insights:

• In 2023, North America accounted for a significant portion of the global eye makeup market, holding a notable 23.9% share of the total revenue. This substantial market presence is largely attributed to the region’s high concentration of working women who are particularly conscious about skincare and physical appearance. Their strong emphasis on personal grooming and beauty care plays a crucial role in shaping the demand for eye makeup products in the U.S. market and across North America.

• When breaking down the market by product categories, the mascara segment emerged as the leading contributor, capturing the largest market share of 34.9% in revenue terms in 2023. This indicates that mascara remains a highly popular choice among consumers, possibly due to its ability to enhance the eyelashes and overall eye appearance, making it an essential item in many makeup routines.

• Analyzing the market by product source, eye makeup products derived from conventional sources dominated the industry, accounting for a substantial 64.5% share of total revenue in 2023. This suggests that traditional formulations and ingredients continue to hold strong appeal among consumers, even as the market gradually explores alternatives like natural and organic options.

• Regarding the mode of purchase, the offline distribution channel was the predominant route for eye makeup sales, leading the market with a commanding 85.6% share of global revenue in 2023. This highlights that despite the rise of e-commerce, most consumers still prefer to buy eye makeup products through physical stores, such as specialty beauty shops, department stores, and pharmacies, where they can personally test and select products.

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Market Size Forecast:

• 2023 Market Size: USD 18.2 Billion

• 2030 Projected Market Size: USD 26.8 Billion

• CAGR (2024-2030): 5.7%

• Europe: Largest market in 2023

• Asia Pacific: Fastest growing market

Key Companies Market Share Insights:

Some of the leading players in the global eye makeup market include well-established companies such as L’Oréal S.A., Coty Inc., Shiseido Company, Limited, The Estée Lauder Companies Inc., Natura Co, among others. These prominent companies are actively leveraging modern marketing approaches to strengthen their market presence and connect with a broader audience. Key strategies being employed include digital marketing campaigns, celebrity endorsements, and strategic collaborations with influencers and other brands. These efforts are designed to effectively engage potential customers, especially the younger, tech-savvy demographic, and to build brand loyalty in an increasingly competitive market.

Specifically, L’Oréal S.A. offers an extensive portfolio of eye makeup products that cater to a wide range of consumer preferences and needs. Their product line includes popular items such as mascara, eyeliner, eyebrow kits, eye pencils, and eyeshadows. These products come in various finishes—ranging from matte to shimmer—and are formulated to be easy to apply, making them accessible even to makeup beginners. The company’s mission is to help consumers achieve a sophisticated and polished look through this diverse selection of products, combining innovation with ease of use.

Key Players

• L’Oréal S.A.

• Coty Inc.

• Shiseido Company, Limited

• The Estée Lauder Companies Inc.

• Natura Co

• Revlon, Inc.

• Morphe Cosmetics Limited (US)

• Revolution Beauty Ltd. (UK)

• Hindustan Unilever Limited (India)

• Faces Cosmetics Inc.

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Conclusion:

The eye makeup market is expected to experience steady growth driven by increasing consumer focus on beauty and personal grooming. Rising disposable incomes, especially among young working populations in developing regions, are fueling demand. The growing influence of social media and digital marketing strategies further enhance product awareness and adoption. Consumers are seeking innovative, easy-to-use, and trend-driven products, while established companies continue to invest in new product launches and collaborations to maintain competitiveness in the evolving market landscape.