Eyeliners Market Size & Growth, Forecast [2033]

Eyeliner Market Overview

The Eyeliner Market size was valued at USD 4025.29 million in 2024 and is expected to reach USD 4893.62 million by 2033, growing at a CAGR of 2.2% from 2025 to 2033.

The global eyeliner market has witnessed significant growth in recent years. In 2024, the market was valued at approximately $6.78 billion, reflecting a substantial increase from previous years. This growth is attributed to the rising demand for diverse eyeliner products catering to various consumer preferences. Notably, the market is projected to continue its upward trajectory, reaching nearly $9.57 billion by 2032, indicating a robust expansion in the industry. The popularity of eyeliner products is evident across different regions, with North America leading the market share. In 2022, North America accounted for 45.80% of the global eyeliner market, underscoring the region's dominance. Additionally, the United States liquid eyeliner market alone was valued at $0.4 billion in 2024, with projections indicating a rise to $0.7 billion by 2033. These figures highlight the significant role of the North American market in the global eyeliner industry.

Key Findings

Top Driver Reason: The increasing influence of social media and celebrity culture has significantly boosted consumer interest in eye makeup products, particularly eyeliners.

Top Country/Region: North America holds the largest market share, with the United States being a major contributor to the global eyeliner market.

Top Segment: Liquid eyeliners dominate the market, driven by their ease of application and long-lasting properties.

Eyeliner Market Trends

The eyeliner market is experiencing dynamic shifts influenced by evolving consumer preferences and technological advancements. One notable trend is the growing demand for long-lasting and smudge-proof eyeliners. Consumers are increasingly seeking products that offer durability and can withstand various environmental conditions. This trend has led to the development of waterproof and sweat-resistant formulations, catering to the needs of active individuals and those living in humid climates. Another significant trend is the expansion of the male grooming and beauty industry. The demand for gender-neutral and male-specific makeup products, including eyeliners, is on the rise. Leading brands are introducing eyeliners designed specifically for men, reflecting the changing perceptions of beauty and grooming standards. This shift is contributing to the diversification of product offerings in the eyeliner market. Furthermore, the market is witnessing a surge in the popularity of colorful and bold eyeliner styles. Consumers are experimenting with vibrant hues and unique application techniques, moving beyond traditional black and brown shades. This trend is particularly prominent among younger demographics, who are influenced by social media platforms showcasing creative makeup looks. Sustainability is also becoming a key focus in the eyeliner market. Brands are developing eco-friendly and cruelty-free products to meet the growing consumer demand for ethical beauty options. This includes the use of recyclable packaging and natural ingredients, aligning with the broader movement towards sustainable consumption.

Eyeliner Market Dynamics

DRIVER

Rising demand for eye makeup products

The increasing popularity of eye makeup, particularly eyeliners, is a primary driver of market growth. Consumers are placing greater emphasis on eye aesthetics, leading to a surge in the adoption of various eyeliner products. The trend is further fueled by the influence of beauty influencers and makeup tutorials on social media platforms, which showcase diverse eyeliner styles and techniques. Additionally, the availability of a wide range of products catering to different preferences and skin types is encouraging more consumers to incorporate eyeliners into their daily beauty routines.

RESTRAINT

Demand for refurbished equipment

The eyeliner market faces challenges related to the demand for refurbished equipment, particularly in the manufacturing sector. The reliance on outdated or second-hand machinery can hinder the production of high-quality eyeliner products, affecting overall market growth. Additionally, the use of refurbished equipment may lead to inconsistencies in product quality and safety standards, potentially impacting consumer trust and brand reputation.

OPPORTUNITY

Growth in personalized beauty products

The increasing consumer interest in personalized beauty products presents significant opportunities for the eyeliner market. Advances in technology are enabling brands to offer customized eyeliner solutions tailored to individual preferences, such as specific colors, formulations, and applicator types. This personalization enhances customer satisfaction and loyalty, providing a competitive edge for companies that invest in innovative, consumer-centric product development.

CHALLENGE

Rising costs and expenditures

The eyeliner market is confronted with challenges related to rising production costs and expenditures. Factors such as increasing raw material prices, labor costs, and regulatory compliance expenses contribute to higher operational costs for manufacturers. These financial pressures can lead to increased product prices, potentially affecting consumer purchasing decisions and market competitiveness.

Eyeliner Market Segmentation

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

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: Young girls represent a growing segment in the eyeliner market, influenced by social media trends and the desire to experiment with makeup. Brands are developing age-appropriate eyeliner products with gentle formulations to cater to this demographic, fostering early brand loyalty and long-term consumer relationships.

By Application

Liquid Eyeliner: Liquid eyeliners are favored for their precision and long-lasting wear. In 2024, the global liquid eyeliner market was valued at $556.2 million, with projections indicating growth to $789.2 million by 2030. The popularity of liquid eyeliners is attributed to their ability to create defined lines and bold looks.
Powder-based Eye Pencil: Powder-based eye pencils offer a softer, more natural finish, appealing to consumers seeking subtle eye makeup. These products are easy to blend and are often used for creating smoky eye effects.
Wax-based Eye Pencils: Wax-based eye pencils provide a smooth application and are known for their durability. They are suitable for creating both defined lines and smudged looks, offering versatility to users.
Kohl Eyeliner: Kohl eyeliners are traditional products known for their rich pigmentation and ease of application. They are commonly used for creating dramatic, smoky eye looks and are popular in various cultural makeup practices.
Gel Eye Liner: Gel eyeliners combine the precision of liquid liners with the ease of pencil application. They are known for their long-lasting wear and are available in pots or pencil forms. The global gel eyeliner market is experiencing growth due to the product's versatility and performance.

Eyeliner Market Regional Outlook

The global eyeliner market exhibits varying growth patterns across different geographies due to cultural preferences, population demographics, purchasing power, and evolving beauty standards.

North America

North America remains the dominant player in the global eyeliner market, accounting for approximately 45.8% of total market consumption in 2024. The United States is the largest contributor within the region, where eyeliner penetration among female consumers stands at 92%, with 66% using liquid liners as part of their regular makeup routine. Technological innovation and a high level of product awareness drive the demand, especially for long-lasting, waterproof, and cruelty-free options. The presence of leading beauty brands, including L'Oréal, Estée Lauder, Revlon, and Almay, ensures that new launches receive strong consumer attention. Canada, while a smaller market, is also experiencing growth at a fast rate due to rising demand for clean and vegan eyeliner products. In 2024, North America recorded eyeliner product sales exceeding 195 million units, underlining its stronghold on the global market.

Europe

Europe represents a mature yet evolving market, accounting for over 27.3% of global eyeliner consumption in 2024. Countries such as Germany, France, the United Kingdom, and Italy are key contributors. In Germany, more than 58% of makeup wearers purchase eyeliner bi-monthly. The region is increasingly shifting toward sustainable and organic eyeliner products, with over 72% of new eyeliner product launches in Europe in 2023 labeled either vegan, cruelty-free, or sustainably packaged. Additionally, European consumers display a strong preference for gel-based and pencil eyeliners due to their ease of application and minimalistic appeal. Prestige brands like Christian Dior S.A., CHANEL, and SISLEY dominate the premium segment, while mass-market players like KATE and Marie Dalgar continue to gain ground through innovation and accessibility.

Asia-Pacific

Asia-Pacific is the fastest-growing region in the eyeliner market, showing an annual growth of 14.8% in consumption volume in 2024. China, Japan, India, and South Korea lead the regional demand. South Korea, renowned for its K-beauty innovations, introduced more than 65 new eyeliner SKUs in the past year alone. In China, eyeliner usage has become increasingly mainstream, with over 50 million millennial and Gen Z users purchasing eyeliners at least once every 3 months. In India, kohl eyeliners dominate, making up 41% of total eyeliner sales, while urban trends are pushing liquid and gel liners into higher demand. Japanese consumers value precision and longevity, fueling sales of high-definition, smudge-proof formulas. Local brands such as Carslan, Marie Dalgar, and VOV are aggressively competing with global players in this highly dynamic and beauty-conscious region.

Middle East & Africa

The Middle East & Africa (MEA) region presents strong potential, especially in countries like UAE, Saudi Arabia, Egypt, and South Africa. The cultural significance of eye makeup in Middle Eastern countries directly contributes to eyeliner's widespread usage. In 2024, over 67% of female consumers in the GCC region reported daily usage of eyeliner products. Kohl and gel eyeliners dominate due to their intense pigmentation and traditional significance. MEA eyeliner market sales touched nearly $540 million worth of product units in 2024, a 12% rise from the previous year. Brands such as Mary Kay, Flamingo, and BLEUNUIT are tapping into localized preferences by offering products that cater to extreme climates and specific skin tones. South Africa, although smaller, is experiencing growth due to increasing urbanization and the popularity of international beauty trends.

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: L'Oréal leads the global eyeliner market, with an estimated 11.6% market share as of 2024. The company's expansive product portfolio under brands like Maybelline, L'Oréal Paris, and NYX allows it to serve both mass and premium segments. L'Oréal’s innovation pipeline is aggressive; in 2023, the company launched 14 new eyeliner SKUs, with standout products like the Tattoo Studio Ink Pen Eyeliner gaining global popularity. It also leads in clean beauty with over 70% of its eyeliner products now certified vegan or cruelty-free. The brand's strategic investments in AR-based virtual try-ons have increased consumer engagement by 35% YoY, helping maintain dominance across global markets.
Estée Lauder: Estée Lauder holds a strong 9.4% share in the global eyeliner market. Its brands — including MAC, Bobbi Brown, and Clinique — are popular for their high-performance, long-wear eyeliner formulas. In 2023, Estée Lauder reported selling over 90 million eyeliner units globally, a notable increase driven by the release of their Double Wear Gel Eye Pencil, which became a best-seller in over 40 countries. The brand’s commitment to sustainability, including carbon-neutral product launches and recyclable packaging, has helped strengthen its position among environmentally conscious consumers.

Investment Analysis and Opportunities

The eyeliner market presents numerous investment opportunities driven by evolving consumer preferences and technological advancements. The increasing demand for personalized and innovative eyeliner products is encouraging companies to invest in research and development. Brands are focusing on creating formulations that offer long-lasting wear, ease of application, and cater to specific consumer needs. The expansion of e-commerce platforms is another area attracting investments. Online retail channels are becoming increasingly popular among consumers for purchasing beauty products, including eyeliners. Companies are investing in digital marketing strategies and enhancing their online presence to capitalize on this trend. Sustainability is a growing concern among consumers, leading to investments in eco-friendly and cruelty-free product development. Brands are allocating resources to develop sustainable packaging solutions and incorporate natural ingredients into their eyeliner products. This focus on sustainability not only meets consumer demand but also aligns with global environmental goals. Emerging markets, particularly in the Asia-Pacific and Middle East & Africa regions, offer significant investment opportunities. The rising disposable incomes and increasing beauty consciousness in these regions are driving demand for eyeliner products. Companies are exploring partnerships and distribution channels to establish a strong foothold in these markets. Investments in technology are also shaping the eyeliner market. The integration of augmented reality (AR) and virtual reality (VR) in beauty applications allows consumers to virtually try on eyeliner products, enhancing the shopping experience. Brands are investing in these technologies to engage consumers and drive sales.

New Product Development

Innovation is at the forefront of the eyeliner market, with brands continuously developing new products to meet consumer demands. The focus is on creating formulations that offer improved performance, ease of use, and cater to diverse preferences. One area of innovation is the development of multifunctional eyeliner products. Brands are introducing eyeliners that combine multiple features, such as built-in smudgers or dual-ended applicators, providing convenience and versatility to users. The incorporation of skincare benefits into eyeliner formulations is another trend gaining traction. Products infused with nourishing ingredients like vitamins and antioxidants aim to enhance eye health while providing cosmetic benefits. This fusion of skincare and makeup appeals to health-conscious consumers seeking all-in-one solutions. Clean beauty is a major focus in new product development. Brands are launching eyeliners that are free from harmful chemicals like parabens, sulfates, and phthalates. In 2023, more than 65% of new eyeliner launches in North America were labeled as “clean” or “natural.” This surge reflects the growing consumer preference for safer cosmetic products. Additionally, brands are experimenting with innovative packaging. Refillable eyeliner pens, biodegradable tubes, and recyclable materials are becoming increasingly common. These initiatives address both consumer convenience and environmental concerns, enhancing brand reputation and customer loyalty. Technology is also shaping product development. Smart eyeliners integrated with app-based tutorials and usage trackers are emerging, targeting tech-savvy consumers. In 2024, a notable innovation was the launch of a smart eyeliner applicator that uses sensor-based feedback to help users draw symmetrical lines, appealing to makeup beginners and enthusiasts alike. Color innovation is another area of emphasis. Companies are offering a wider spectrum of shades beyond traditional black and brown, including neon, metallic, and pastel options. In 2023, sales of colored eyeliners grew by 31% globally, indicating a significant shift in consumer tastes toward more expressive and creative makeup looks. Vegan and cruelty-free product lines are expanding rapidly. Over 70% of new eyeliners launched in Western Europe in 2024 carried vegan certification. Major brands are reformulating existing lines to align with ethical standards, reflecting a clear industry-wide shift in development strategy.

Five Recent Developments

L’Oréal Paris launched “Infallible Grip Precision Felt Eyeliner” in Q2 2024, offering 36-hour wear with a smudge-proof formula. The product rollout covered 18 countries and featured six new shades, responding to rising demand for high-performance liners.
Estée Lauder introduced a dual-function eyeliner in Q4 2023, combining a gel tip with a liquid liner. The product sold over 1.2 million units within its first three months, supported by a global digital marketing campaign.
Shiseido developed a biodegradable eyeliner pencil in Q1 2024, made from plant-based waxes and bamboo casing. Early sales in Japan and South Korea exceeded 500,000 units, surpassing company expectations.
CHANEL launched its first gender-neutral eyeliner line in late 2023, featuring packaging and formulation suitable for all skin types and preferences. The campaign was supported by influencers across Asia and Europe, boosting sales by 24% YoY in Q1 2024.
Revlon reintroduced its classic ColorStay eyeliner with a new smudge-proof technology in March 2024. Marketed with the tagline “Stay Bold. Stay You.”, this line recorded a 39% increase in market penetration in North America during its first 100 days.

Report Coverage of Eyeliner Market

This report comprehensively analyzes the global eyeliner market across all critical dimensions, providing stakeholders with valuable insights and data-driven assessments. The report covers in-depth information on product types, user demographics, regional performance, competitive landscape, and key market dynamics. The scope includes segmentation by type (women, men, girls) and application (liquid eyeliner, powder-based pencils, wax-based pencils, kohl eyeliner, and gel eyeliner). Each segment is evaluated based on demand patterns, adoption rates, and projected market expansion. In 2024, liquid eyeliners made up 38% of the global eyeliner volume sold, while gel eyeliners saw a 27% growth in market interest, reflecting evolving consumer preferences. Geographically, the report examines North America, Europe, Asia-Pacific, and Middle East & Africa, providing granular insights into market size, demand drivers, product penetration, and cultural trends influencing eyeliner consumption. For instance, Asia-Pacific recorded a 14% YoY increase in eyeliner usage in urban centers, indicating a sharp rise in beauty consciousness among younger populations. The report also profiles leading companies in the eyeliner sector, such as L’Oréal and Estée Lauder, highlighting their market share, product strategies, and innovation focus. In 2023, these two companies accounted for a combined 28.4% of global eyeliner sales volume. Investment analysis sections highlight current funding patterns, acquisition activity, and R&D spending trends. In 2024 alone, top-tier beauty brands invested approximately $680 million globally in eyeliner-related research and product development. The coverage extends to innovation tracking and recent developments, providing detailed case studies and quantitative assessments of product launches, market campaigns, and shifts in consumer behavior. This ensures stakeholders are equipped to make informed decisions and seize emerging opportunities Overall, this report presents a 360-degree view of the eyeliner market, supported by verifiable facts and figures, offering unparalleled insights into one of the fastest-evolving segments of the global cosmetics industry.