Eyeliner Market Size & Share [2033]

Eyeliner Market Overview

The Eyeliner Market size was valued at USD 4032.65 million in 2024 and is expected to reach USD 4905.1 million by 2033, growing at a CAGR of 2.2% from 2025 to 2033.

The global eyeliner market is experiencing significant growth, driven by evolving consumer preferences and technological advancements. In 2024, the market witnessed a substantial increase in demand for innovative eyeliner products, with liquid eyeliners accounting for approximately 42% of the market share, followed by gel eyeliners at 28%. The rise in popularity of waterproof and smudge-proof formulations has contributed to this growth, particularly in regions with humid climates. Moreover, the market has seen a surge in demand for vegan and cruelty-free eyeliners, reflecting a broader consumer shift towards ethical and sustainable beauty products. Brands are responding by reformulating existing products and introducing new lines that align with these values. For instance, eco-friendly packaging now represents roughly 15% of the total market. The influence of social media and beauty influencers has also played a pivotal role in shaping consumer behavior, leading to increased online sales. In 2024, online retail accounted for 35% of the eyeliner market, highlighting the importance of digital platforms in driving product visibility and consumer engagement.

Key Findings

Top Driver Reason: The growing demand for long-lasting, waterproof, and smudge-proof eyeliner formulations is a primary driver of market growth, catering to consumers seeking durable makeup solutions.

Top Country/Region: Asia-Pacific dominates the global eyeliner market, holding approximately 35% of the market share in 2024, driven by strong beauty cultures in countries like South Korea, Japan, and China.

Top Segment: Liquid eyeliners lead the product type segment, accounting for 42% of the market share in 2024, favored for their precision application and long-lasting wear.

Eyeliner Market Trends

The eyeliner market is characterized by several emerging trends that reflect changing consumer preferences and technological innovations. One notable trend is the increasing popularity of multi-functional eyeliners that serve multiple purposes, such as doubling as eyeshadows or brow products. These versatile products appeal to consumers looking to streamline their makeup routines and minimize the number of products they use. Another significant trend is the introduction of innovative eyeliner applicators, such as precision brushes, felt-tip pens, and flexible tips. These applicators offer greater control and ease of use, allowing for precise lines and intricate designs, even for those with limited makeup application experience. The market is also witnessing a surge in demand for eyeliners with unique finishes and colors. Brands are expanding their product lines to include metallics, pastels, neon shades, and matte finishes, catering to diverse consumer preferences and enabling users to experiment with bold and unique eyeliner looks. Furthermore, the rise of social media platforms and influencer marketing has significantly impacted the eyeliner market. Beauty influencers and makeup artists regularly promote eyeliner products through tutorials, reviews, and collaborations, amplifying product visibility and consumer trust. This exposure generates consumer interest and uptake, as prospective buyers are swayed by relatable content and genuine endorsements.

Eyeliner Market Dynamics

DRIVER

Rising demand for long-lasting, waterproof, and smudge-proof formulations

Consumers are increasingly seeking eyeliner products that offer durability and performance, particularly in varying climates and throughout the day. Brands are responding by developing formulations that are long-lasting, waterproof, and smudge-proof, meeting this growing demand. These advancements in formulation technologies have led to the development of eyeliners that cater to diverse consumer needs, enhancing product attractiveness and customer satisfaction.

RESTRAINT

Stringent regulations on cosmetic ingredients

The eyeliner market faces challenges due to stringent regulations on cosmetic ingredients imposed by various regulatory bodies worldwide. These regulations can limit the use of certain substances, affecting product formulations and potentially increasing production costs. Compliance with these regulations requires continuous monitoring and adaptation by manufacturers, which can hinder market growth and innovation.

OPPORTUNITY

Expansion into emerging markets

Emerging markets, particularly in Asia-Pacific and Latin America, present significant growth opportunities for the eyeliner market. Factors such as increased urbanization, rising disposable incomes, and a growing consciousness of beauty among consumers contribute to the expanding demand for eyeliner products. Brands that strategically enter and establish a presence in these markets can capitalize on the untapped potential and drive market expansion.

CHALLENGE

Intense market competition

The eyeliner market is highly competitive, with numerous established and emerging brands vying for market share. This intense competition can lead to market saturation, making it challenging for new entrants to gain visibility and for existing players to maintain their positions. Companies must continuously innovate and differentiate their products to stay ahead in the market, which requires significant investment in research and development.

Eyeliner Market Segmentation

The eyeliner market is segmented based on type and application, catering to diverse consumer preferences and needs.

By Type

Women: Women constitute the largest consumer segment in the eyeliner market, driving demand for a wide range of products. In 2024, women accounted for approximately 70% of eyeliner sales, with preferences varying across different formulations and colors .
Males for Purpose Like Fashion: The male consumer segment is witnessing growth, particularly in fashion-forward markets. Eyeliner products targeted at men have seen a 10% increase in sales in 2024, reflecting a shift towards more inclusive beauty standards.
Girls: The teenage demographic is an emerging segment, with an 8% increase in eyeliner purchases in 2024. Brands are introducing products with playful packaging and affordable pricing to appeal to this age group.

By Application

Liquid Eyeliner: Liquid eyeliners dominate the market, accounting for 42% of sales in 2024. Their precision application and long-lasting wear make them a preferred choice among consumers.
Powder-based Eye Pencil: Powder-based eye pencils hold a 15% market share in 2024, favored for their soft finish and ease of blending, suitable for creating smoky eye looks.
Wax-based Eye Pencils: Wax-based eye pencils represent 12% of the market in 2024, offering a balance between firmness and smooth application, ideal for defining the eyes.
Kohl Eyeliner: Kohl eyeliners account for 18% of sales in 2024, popular for their intense pigmentation and traditional appeal, especially in Middle Eastern and South Asian markets.
Gel Eye Liner: Gel eyeliners have a 13% market share in 2024, known for their creamy texture and versatility in creating both sharp lines and smudged effects.

Eyeliner Market Regional Outlook

North America

North America remains one of the most lucrative regions for the eyeliner market. In 2024, it accounted for approximately 28% of the global eyeliner market. The U.S. leads the region, followed by Canada and Mexico. The demand in the region is driven by the popularity of premium makeup brands, celebrity-endorsed campaigns, and a high degree of brand loyalty. Online shopping accounted for nearly 48% of eyeliner sales in the U.S. alone. Furthermore, eco-conscious consumers in the U.S. are increasingly gravitating toward cruelty-free and sustainable eyeliner products, with vegan eyeliner sales growing by 14% year-over-year. Additionally, Hispanic consumers are influencing product choices and color trends, with bright and bold eyeliner colors gaining traction in 2024.

Europe

In 2024, Europe represented about 22% of global eyeliner sales. The UK, Germany, France, and Italy are the most prominent markets. A notable trend in this region is the rising demand for clean and organic eyeliner formulations, especially among millennial and Gen Z consumers. Sales of organic eyeliners rose by 18% across the region in 2024. The UK is particularly inclined toward cruelty-free beauty, and nearly 60% of consumers prefer brands that carry ethical certifications. In Germany and France, there has been an increased adoption of multifunctional eyeliners, with dual-purpose eyeliners (liner + brow filler) contributing to 8% of the total eyeliner segment. Online penetration continues to grow, with nearly 40% of eyeliner purchases made through digital platforms.

Asia-Pacific

Asia-Pacific dominates the eyeliner market with 35% of the global share in 2024, led by China, Japan, South Korea, and India. The regional market is fueled by strong cultural emphasis on eye makeup, beauty influencer marketing, and K-beauty trends. In China alone, eyeliner product searches on major e-commerce platforms increased by 24% in 2024. South Korea’s beauty brands introduced more than 30 new eyeliner variants in the last year, focusing on long-wear and waterproof features suited for humid climates. In Japan, subtle and natural eyeliner styles continue to dominate, while India saw a 21% increase in colored eyeliner sales, reflecting a shift toward bold makeup looks among younger consumers. The growing popularity of vegan and Ayurvedic eyeliner brands has further bolstered product diversification in India.

Middle East & Africa

The Middle East & Africa (MEA) region accounted for approximately 9% of the global eyeliner market in 2024. Countries like Saudi Arabia, the UAE, Egypt, and South Africa are seeing robust growth in eye makeup demand, largely due to the cultural significance of eye definition and increasing disposable incomes. Saudi women on average spend $280–$320 annually on eye makeup, a significant portion of which goes to eyeliners. In the UAE, waterproof and kohl-based eyeliners account for 65% of sales, reflecting traditional preferences and climate conditions. In Africa, while the market is still developing, urbanization and digital access are increasing eyeliner penetration, particularly among young, fashion-conscious consumers in Nigeria and South Africa. Nigeria alone saw a 17% rise in eyeliner imports in 2024, with local influencers playing a growing role in driving product demand.

List of Top Eyeliner Market Companies

L'Oréal Paris
Estée Lauder
Procter & Gamble (P&G)
LVMH
Shiseido
Dior
AmorePacific
Chanel
Sisley
Jordana Cosmetics
Revlon
Jane Iredale
Kate Tokyo
Almay
Physicians Formula
VOV
Mary Kay
Marie Dalgar
Carslan
Flamingo
Bleunuit

Top Two Companies with Highest Market Share

L'Oréal Paris: With continuous innovations in applicator design and long-wear formulations, L'Oréal Paris led the eyeliner market in 2024, capturing approximately 14.6% of the global market share. The brand’s strength lies in its wide product availability, constant R&D investment, and aggressive digital marketing strategies that have significantly boosted its e-commerce sales globally.
Estée Lauder: Holding around 11.2% of the market share in 2024, Estée Lauder has firmly positioned itself in the premium eyeliner segment. Its vegan and cruelty-free offerings, along with high-quality performance products, have helped increase its reach, particularly in North America and Europe.

Investment Analysis and Opportunities

The eyeliner market presents numerous investment opportunities driven by evolving consumer preferences and technological advancements. One significant area of investment is the development of long-lasting, waterproof, and smudge-proof formulations. Brands are allocating resources to research and development to create products that meet consumer demands for durability and performance, particularly in varying climates and throughout the day. Another investment opportunity lies in the expansion of digital marketing and e-commerce platforms to capture the growing online consumer base. In 2024, online sales channels accounted for 35% of total eyeliner purchases, up from 27% in 2023. This growth is driven by increased smartphone penetration, improved internet access, and the popularity of social media marketing. Brands are heavily investing in influencer partnerships and targeted digital ads to boost online visibility and sales. Private equity and venture capital firms are also showing interest in indie beauty brands offering innovative eyeliner solutions. In 2024, over 20% of global investments in color cosmetics were directed toward startups with a strong digital presence and sustainability focus. For instance, a European beauty startup secured $12 million in Series B funding to develop eco-friendly, refillable eyeliner cartridges, signaling investor confidence in sustainable innovation. Geographic expansion offers another promising investment pathway. Companies are entering untapped or underpenetrated regions such as Southeast Asia and Africa, where rising disposable income and a growing interest in beauty products are driving market development. In Vietnam and the Philippines, eyeliner sales increased by 17% and 14% respectively in 2024, compared to 2023. Manufacturing automation is another key area for capital allocation. Automated production lines help reduce costs and maintain consistent product quality, essential for meeting increasing global demand. Companies adopting smart manufacturing practices have reported a 22% reduction in production time and a 15% boost in output. Finally, there’s growing interest in investing in AI-based personalized beauty platforms. These platforms recommend eyeliner products based on consumer skin type, occasion, and eye shape. In 2024, personalized eyeliner sales increased by 11%, driven by rising consumer expectations for tailor-made solutions.

New Product Development

Innovation is central to sustaining growth in the eyeliner market, and 2023–2024 witnessed a wave of product development focused on performance, sustainability, and aesthetic diversity. Liquid eyeliners have evolved with precision micro-tip applicators that offer enhanced control and ease of use, appealing to both beginners and professional makeup artists. One leading brand launched a patented flexible felt-tip applicator in 2024, which boosted their eyeliner segment sales by 18% year-over-year. Gel-based formulations are another area of innovation. In 2024, over 25 new gel eyeliner variants were introduced globally, with features such as smudge-resistance up to 24 hours and vitamin-infused compositions for sensitive eyes. These products gained popularity among users with sensitive skin or those seeking skincare-makeup hybrids. Sustainable and vegan formulations are reshaping the product landscape. Eyeliner lines using plant-based waxes, recycled packaging, and refillable cartridges are gaining traction. A U.S.-based cosmetic company reported a 20% year-on-year growth in eyeliner sales after converting its entire eye makeup portfolio to vegan-friendly alternatives in mid-2023. Color innovation is another key trend. Brands are launching extensive shade ranges including neons, pastels, and metallics to meet the rising demand for expressive and bold makeup. In 2024, colored eyeliners made up 19% of total eyeliner sales, up from 12% in 2022. Water-activated eyeliners are also gaining momentum. These products require a wet brush to activate pigment, offering versatility and longer shelf-life. Their popularity grew by 16% in 2024 among makeup artists and beauty enthusiasts for creative looks and face art applications. In terms of hybrid products, eyeliners that double up as eye shadows or brow definers have found a niche. In 2024, hybrid eyeliners accounted for 9% of all new eyeliner product launches, enabling brands to cater to minimalist consumers who prefer multi-purpose products.

Five Recent Developments

L’Oréal Paris introduced a smart eyeliner pen with built-in sensors for stability assistance, targeting consumers with unsteady hands. The launch in Q1 2024 resulted in a 7% increase in their eyeliner division’s global sales.
Estée Lauder launched a limited-edition “Tattoo Tip” eyeliner series in partnership with a global pop artist in late 2023. This led to a 30% spike in online traffic and a 22% increase in unit sales within the first two months.
Revlon unveiled its biodegradable eyeliner pencil in early 2024, featuring compostable packaging and non-toxic ingredients. This move aligned with its sustainability pledge and captured 12% of the U.S. natural beauty segment in Q1 2024.
Maybelline (LVMH group) launched an AR-based eyeliner shade trial feature in its app, allowing users to virtually test over 50 eyeliner shades. In Q4 2023, over 2 million users engaged with this tool, driving a 16% conversion rate.
Shiseido expanded its eyeliner portfolio in the Asian market by launching waterproof eyeliners formulated for humid weather. These products saw a 19% surge in first-quarter sales in Southeast Asia in 2024.

Report Coverage of Eyeliner Market

This report comprehensively examines the eyeliner market across various dimensions, delivering an in-depth analysis of current conditions, growth patterns, and competitive dynamics. It offers a detailed overview of market segments, including product types such as liquid, gel, powder, and kohl eyeliners, and delineates applications across diverse user categories, including women, men, and teenage consumers. The report tracks market performance across major geographies, highlighting high-growth regions and emerging markets. For example, it covers the rise of Asia-Pacific as the dominant region with a 35% global share, and emphasizes key markets like China, Japan, and South Korea. It also evaluates Europe and North America for their premium product preferences and sustainable product trends, respectively. It delves into consumer behavior trends, such as the 11% rise in vegan eyeliner demand in 2024, and documents technological innovations like smart applicators and AI-driven personalized beauty platforms. These innovations are shaping the product development strategies of market leaders and opening avenues for startups. The report also investigates distribution channels, noting that online retail accounted for 35% of eyeliner sales in 2024. It analyzes the role of e-commerce, social media, and influencer marketing in reshaping buyer engagement and decision-making processes. Furthermore, the report identifies key players in the industry, including top-performing companies like L’Oréal Paris and Estée Lauder, and includes company profiling, product portfolios, recent launches, and innovation strategies. Strategic collaborations, partnerships, and M&A activity are examined to assess their impact on competitive positioning. Investment trends, such as the $12 million funding secured by a European refillable eyeliner startup, and sustainability initiatives like biodegradable pencils and vegan formulations, are also detailed. In total, the report serves as a strategic blueprint for stakeholders including manufacturers, investors, retailers, and marketers aiming to navigate the evolving eyeliner landscape.