Cosmetic Pen and Pencil Market Size, Share, Trends

Cosmetic Pen and Pencil Market Overview

The Cosmetic Pen and Pencil Market size was valued at USD 3404.72 million in 2024 and is expected to reach USD 5832.05 million by 2033, growing at a CAGR of 6% from 2025 to 2033.

The cosmetic pen and pencil market is expanding rapidly due to increasing global demand for user-friendly, precision-based cosmetic products. In 2023, global sales of cosmetic pencils and pens reached over 5.2 billion units, with eyeliner and eyebrow pencils comprising nearly 41% of total usage. The industry is significantly driven by rising consumer focus on personal grooming, particularly among millennials and Gen Z consumers, who make up over 55% of all cosmetic pen and pencil purchases. Moreover, the waterproof cosmetic pen segment accounted for 37% of the total sales volume globally, indicating consumer preference for long-lasting products.

Asia-Pacific remained a dominant production hub, manufacturing over 62% of all cosmetic pens and pencils sold globally. With continuous product innovations such as dual-ended pencils and retractable pens, the average SKU count per brand has risen to 9.3 in 2023 from 6.5 in 2019. Additionally, brands offering eco-friendly packaging have seen a 22% higher sales performance compared to conventional offerings. Key product formats include gel-based pens, kohl pencils, and mechanical twist-up variants.

Private-label cosmetic pencils experienced a 14% year-on-year growth in sales, driven by e-commerce platforms and influencer-led marketing. The premium segment now accounts for 28% of the total market volume, with average unit prices of $5.90 for pens and $4.50 for pencils, emphasizing brand differentiation through ingredients and design.

Key Findings

DRIVER: Increasing preference for convenient and travel-friendly cosmetic products.

COUNTRY/REGION: Asia-Pacific leads with over 62% of global production and 38% of global sales.

SEGMENT: Eyeliner pencils accounted for 29% of total unit sales in 2023.

Cosmetic Pen and Pencil Market Trends

Cosmetic pen and pencil products are evolving from basic utility items to innovative tools that reflect consumer lifestyle changes and aesthetic preferences. In 2023, the number of product launches involving multi-functional cosmetic pens rose by 31% compared to 2022. Brands are integrating features such as dual applicators, built-in sharpeners, and serum-infused cores. Waterproof and smudge-proof technologies now feature in over 58% of eyeliner pens. Social media's influence continues to reshape market trends. Influencer-led campaigns have driven product visibility, particularly for eyebrow pencils, which witnessed a 23% surge in first-time buyers in 2023. TikTok-related beauty tutorials directly contributed to over 18 million hashtag interactions linked to eyeliner pens in Q4 2023. Customization and personalization are emerging trends. More than 42% of Gen Z consumers have expressed interest in personalized cosmetic pens with customizable shades or inscriptions. Companies offering custom design packaging have reported a 19% increase in customer retention. Sustainable and clean-label demands are also rising. In 2023, 17% of all cosmetic pens and pencils launched globally were certified vegan or cruelty-free, up from 10% in 2020. Refillable pen formats and biodegradable pencil barrels are increasingly adopted, with over 12 million units sold under eco-label tags. Notably, North American brands focusing on eco-design achieved 26% higher conversion rates in direct-to-consumer channels. The commercial segment, driven by salons and makeup professionals, accounted for 34% of total demand in 2023. This sector favors precision tools and refillable formats, indicating rising professionalization in makeup tool usage.

Cosmetic Pen and Pencil Market Dynamics

Market dynamics refer to the forces and factors that influence the growth, stability, and direction of a market over time. In the cosmetic pen and pencil market, these dynamics include four key categories: drivers, restraints, opportunities, and challenges.

DRIVER

Increasing consumer shift towards precision-based cosmetic tools.

In 2023, approximately 48% of cosmetic users preferred pen or pencil formats over traditional brush or sponge-based applicators due to their ease of use and precise application. The rapid expansion of urban middle-class populations, especially in Asia-Pacific and Latin America, is fueling demand for compact, travel-ready cosmetic solutions. Furthermore, retailers have reported that mechanical eyeliner pens outsell conventional ones by 22% in high-footfall cosmetic outlets.

RESTRAINT

Fluctuating raw material availability and packaging regulations.

The availability of cosmetic-grade waxes, resins, and plastic components used in pen casings saw significant disruptions in 2022 and early 2023 due to geopolitical tensions and supply chain constraints. As a result, over 29% of small and mid-scale manufacturers reported increased production lead times. In Europe, new packaging waste regulations introduced in 2023 require at least 50% recyclable content, impacting about 36% of current packaging formats.

OPPORTUNITY

Rising preference for eco-friendly and sustainable cosmetic solutions.

Consumer surveys conducted in 2023 indicated that 64% of beauty product users would be willing to pay 10–15% more for eco-friendly cosmetic packaging. In response, manufacturers introduced new product lines with biodegradable wooden pencil barrels and refillable pen cartridges, leading to a 21% increase in market share for sustainable brands. Additionally, bio-plastic casing formats grew by 18% in unit production compared to 2022.

CHALLENGE

High competition and low brand loyalty in mid-tier segments.

In 2023, over 420 new SKUs were launched in the cosmetic pencil category alone, contributing to market saturation and short product life cycles. Consumer switching behavior was evident, with 47% of users reporting brand changes within a six-month cycle. Brand differentiation becomes increasingly difficult due to cost constraints, making R&D investments and influencer marketing necessary but expensive.

Cosmetic Pen and Pencil Market Segmentation

The cosmetic pen and pencil market is segmented by type and application. By type, the market includes wood, plastic, and other materials. By application, the segmentation includes home use and commercial use. In 2023, home users constituted 66% of total product consumption, driven by online sales and retail channels, while commercial users (makeup professionals, salons) accounted for 34%.

By Type

Wood: Wooden cosmetic pencils continue to be popular due to their biodegradability and ease of sharpening. In 2023, wood-based pencils accounted for 39% of total units sold. These are especially dominant in eyeliner and lipliner categories. Europe remained the largest consumer of wood pencils with over 480 million units purchased. Wooden formats are more cost-effective, with average pricing 16% lower than plastic variants.
Plastic: Plastic-based pens and pencils represent approximately 45% of the market volume. Their popularity stems from retractable designs, waterproof casings, and ergonomic shapes. Asia-Pacific contributed to over 61% of global plastic pen production in 2023. These are widely used in brow and concealer pens. Plastic variants are preferred for innovative features like dual-ended tips and integrated smudge brushes.
Other: Other materials, including metal or hybrid casings, account for 16% of the market. These are typically used in premium or refillable pens. In 2023, more than 89 brands globally offered cosmetic pens with metallic or alloy tips. This sub-segment saw a 14% growth in unit sales over the previous year.

By Application

Home Use: Home users drove 66% of cosmetic pen and pencil sales in 2023. Online beauty platforms saw over 270 million units sold, reflecting the growing importance of e-commerce. Eyeliner pens were most popular among home users, followed by brow pencils. Convenience, self-application ease, and affordable pricing contribute to this dominance.
Commercial: The commercial segment accounted for 34% of market volume. Salons and makeup artists prefer precision-tip tools and waterproof formulations. In 2023, 18 million units of professional-grade cosmetic pens were sold globally. This segment also shows a strong preference for refillable and multipurpose formats.

Regional Outlook for the Cosmetic Pen and Pencil Market

In 2023, the global market for cosmetic pens and pencils exhibited strong regional disparities in production, consumption, and innovation. Regional outlook refers to the comparative analysis of how different geographical regions perform within a specific market in terms of production, consumption, innovation, and growth potential. In the cosmetic pen and pencil market, regional performance is shaped by consumer preferences, manufacturing capabilities, regulatory environments, and retail infrastructure.

North America

North America remains a lucrative region with 22% of global cosmetic pen and pencil consumption. The U.S. alone accounted for over 380 million units in 2023. Demand for vegan and cruelty-free pencils is notably high, with 31% of products bearing clean-label certifications. Digital retail sales contributed to 54% of total distribution.

Europe

Europe maintained a stronghold with high demand for eco-conscious products. Germany and France were leading markets, with over 520 million units combined. Wood-based pencils dominated with 63% preference, and new packaging laws spurred a shift to biodegradable materials. Private-label brands grew by 19% year-on-year.

Asia-Pacific

Asia-Pacific dominated production with 62% of global output, primarily from China, South Korea, and Japan. India experienced a 28% rise in domestic cosmetic pencil usage in 2023. Rising disposable income and digital beauty trends are driving strong retail sales, especially in urban centers. The region contributed over 1.1 billion units to global consumption.

Middle East & Africa

MEA showed moderate growth with increasing adoption in urban centers like Dubai, Johannesburg, and Cairo. In 2023, over 88 million units were sold across the region. Local brands gained traction, particularly in waterproof eyeliner and brow pencils. Import dependency is decreasing due to regional manufacturing units established in the UAE and South Africa.

List of Top Cosmetic Pen and Pencil Companies

Clarins Group
Knowlton Development
W. Faber-Castell Cosmetics
Schwan-Stabilo Cosmetics
Columbia Cosmetics Manufacturing
Tarte Cosmetics
Kendo Holdings

Schwan-Stabilo Cosmetics: This company held a leading position in 2023, contributing to over 17% of total global cosmetic pencil units produced. It offers over 250 product variations and supplies to more than 35 international beauty brands.

A.W. Faber-Castell Cosmetics: In 2023, it was responsible for nearly 14% of all cosmetic pen and pencil production globally, with a strong presence in both premium and mass-market segments. Their innovation in hybrid refillable formats attracted 11 new brand partnerships.

Investment Analysis and Opportunities

Global investments in the cosmetic pen and pencil market rose significantly in 2023, reaching a record high in production capacity expansions and technology upgrades. Over 76 new manufacturing lines were commissioned globally, especially in Asia-Pacific and Europe. Automation technologies helped reduce production costs by 12%, improving overall profit margins. Retail and direct-to-consumer platforms attracted $480 million in funding related to cosmetic pens and pencil startups. Influencer-backed cosmetic brands received notable VC interest, particularly those focusing on clean-label pencils and refillable pens. In the U.S., 14 startup brands received investment rounds exceeding $10 million each in 2023 alone. Packaging innovation is a central investment theme. Over 23 packaging design patents were filed globally in the past year related to cosmetic pencils and pens. Bioplastic manufacturing witnessed 19% capital growth in 2023 as companies aim to meet new environmental mandates. Customization is another lucrative investment area. Platforms offering customizable cosmetic pen designs—engraved casings, personalized color palettes—saw 27% higher repeat purchase rates. AI-based shade matching tools were deployed in 52 e-commerce portals. Opportunities are strong in Africa and Latin America due to rising urbanization and increasing retail penetration. Over 140 new beauty retail outlets featuring exclusive cosmetic pencil brands opened in these regions in 2023. Regional partnerships and government incentives in India and South Korea have supported manufacturing growth, reducing dependency on imports.

New Product Development

Innovation in the cosmetic pen and pencil market has accelerated with manufacturers launching multi-purpose, eco-friendly, and dermatologist-tested products. In 2023, over 540 new SKUs entered the market, featuring technologies like twist-up gel pens, semi-permanent pigment cores, and temperature-sensitive barrels. One notable innovation was the launch of magnetic-closure eyeliner pens that reported a 13% increase in user satisfaction. Serum-infused brow pencils offering hair-nourishing properties became popular, particularly in North America where over 6 million units were sold in 2023. Brands also introduced color-changing temperature-responsive pencils that adjust shade based on skin temperature. These accounted for 3.5 million unit sales globally. Another emerging trend includes dual-purpose products like lip-and-cheek tint pencils, with 22 brands launching variants within Q2 and Q3 of 2023. In packaging, refillable formats gained traction, with 7 major brands converting 40% of their inventory to refillable systems. Sustainable innovations like compostable wood barrels and soy-based inks helped reduce environmental impact by 18%, according to life cycle analysis data. Dermatologist-certified, non-comedogenic pencils were introduced in the premium segment. These captured a 9% share within just six months of launch in the European market.

Five Recent Developments

Schwan-Stabilo launched a line of biodegradable eyeliner pencils in January 2024, selling 2 million units in the first quarter.
Tarte Cosmetics introduced a dual-ended brow sculpting pen in August 2023, resulting in a 22% increase in repeat purchases.
W. Faber-Castell Cosmetics patented a refillable retractable eyeliner technology in March 2023, adopted by 12 cosmetic brands.
Columbia Cosmetics Manufacturing added a vegan-certified range of lip pencils in July 2023, achieving sales of 1.8 million units globally.
Kendo Holdings partnered with Asian influencers for limited edition pens, which sold out 500,000 units within 48 hours in November 2023.

Report Coverage of Cosmetic Pen and Pencil Market

This comprehensive report offers a full overview of the global cosmetic pen and pencil market, covering over 35 countries and profiling more than 50 manufacturers. The report presents a detailed segmentation by product type (wood, plastic, others), application (home, commercial), and region (North America, Europe, Asia-Pacific, MEA). It examines over 900 product SKUs introduced globally during 2023-2024 and includes performance benchmarking across 7 key product categories. The scope covers waterproof, retractable, refillable, vegan, and dual-function variants. This report includes regional manufacturing trends, with over 120 factory and supply chain expansions recorded in 2023. It also evaluates compliance with new environmental packaging standards, highlighting over 34 companies adopting bioplastics and sustainable inks. Further, the report discusses marketing strategies such as social media promotions, influencer partnerships, and D2C model performance. More than 160 market dynamics factors—including drivers, restraints, opportunities, and challenges—have been analyzed, supported by real-time data. Sales trends from over 500 digital platforms and 4,800 physical retail points are studied for precision insights. With a focus on innovation, this report assesses the impact of 23 newly registered patents, 42 sustainability initiatives, and 18 influencer campaigns that shaped buying behavior. It concludes with a 360-degree view of market investments, brand equity shifts, and channel evolution across the value chain.