Eyeliner Market Size, Share, Competitive Landscape and Trend Analysis Report, by Type, by Application, by Distribution Channel : Global Opportunity Analysis and Industry Forecast, 2024 - 2033

Key market dynamics

The eyeliners market has expanded significantly due to new product introductions, changing customer preferences, and rising awareness of personal grooming. Growing customer need for makeup that can endure changing weather conditions and last all day is one of the main factors driving the market. Long-lasting, waterproof, and smudge-proof formulations meet this need. Durable eyeliners are chosen in hot and humid locations, where demand for them is especially high.

The surge in demand for vegan, cruelty-free, and organic cosmetic products is a significant contributing factor driving the market's growth. Customers choose more eyeliners that reflect their ethical ideals, such as sustainability and animal welfare, especially millennials and Gen Z. Several companies have responded to this by repurposing their products or launching completely new lines of environmentally friendly eyeliners. In addition, the emergence of beauty bloggers and social media influencers has significantly changed the dynamics of the business, as many buyers now rely on online instructions and product reviews when making decisions. This has increased the significance of online brand presence and digital marketing.

Product innovation is another factor influencing the eyeliner market growth. Companies concentrate on developing eyeliners with improved characteristics, such as gel-based textures, precise applicators, and dual-function products that combine eyeliner with other tools for eye makeup. The goal of these advancements is to provide customers with more versatility and ease when it comes to their beauty routines.

Geographically, increased urbanization, rising disposable incomes, and an aging population with a growing consciousness of beauty are providing lucrative opportunities in Asia-Pacific and Latin America with tremendous growth prospects. However, obstacles including fierce rivalry in the market, regulations limiting the use of specific substances, and volatile raw material prices impede market expansion. Nevertheless, the eyeliner market is anticipated to grow steadily due to ongoing innovation and shift in preferences among customers.

Parent Market Overview of the Global Eyeliner Market

A significant sector of the broader cosmetics and personal care sector, the global eyeliner market is driven by rising consumer demand for cosmetics across all age groups and geographical locations. Makeup products including lipsticks, foundations, mascaras, and eyeshadows are part of the parent market, and eyeliners are important for improving the appearance of the eyes. Demand for eyeliners is directly impacted by factors affecting the parent market, such as the rising appeal of organic, cruelty-free, and vegan products. In addition, the emergence of social media, influencer marketing, and e-commerce has improved the accessibility and visibility of beauty products globally, supporting the expansion of the cosmetics market overall, where continued growth is anticipated for the eyeliner category.

Market Segmentation

The eyeliner market is segmented into product type, application, distribution channel, and region. On the basis of product type, the market is divided into liquid, pen, powder, wax, kohl, gel, and others. On the basis of application, the market is segregated into personal application, professional application, and entertainment industry. On the basis of distribution channel, the market is bifurcated into online and offline. Region-wise, the market is analyzed across North America, Europe, Asia-Pacific, and LAMEA.

Regional/Country Market Outlook

Canada and the U.S. lead North America, which is a significant market. Innovative, waterproof, and long-lasting eyeliner products are in high eyeliner market demand in the region. Eyeliners are becoming more popular in North America, especially the liquid and gel-based varieties, due to the growing impact of social media influencers and beauty influencers. Vegan and cruelty-free cosmetics have become more popular in the region, and major companies are beginning to follow the trend.

Europe's eyeliner market is dominated by nations such as Germany, France, and the UK, owing to a sophisticated consumer base that appreciates both high-end luxury brands and reasonably priced drugstore alternatives. Rise in consumer awareness of the dangerous chemicals in cosmetics has led to a surge in the popularity of natural and organic eyeliners. Fashion-forward cities such as Paris and Milan are particularly known for their broad adoption of trends like the strong cat-eye and graphic eyeliner styles.

The eyeliner market in the Asia-Pacific region, with countries such as China, Japan, South Korea, and India leading the way, is experiencing rapid growth. Fine-tipped eyeliners are highly sought after for attracting precise lines and creating natural appearances in South Korea, where K-beauty trends set the standard for a broader region. On the other hand, due to their cultural inclination for well-defined eyes, Indian consumers tend to select bold, kohl eyeliners. The growing middle class and rising urbanization in China and India, coupled with the impact of e-commerce and global beauty brands, are driving eyeliner market expansion.

Countries such as Saudi Arabia and the United Arab Emirates are growing steadily across the Middle East and Africa. The region's cultural significance of eye makeup, high discretionary incomes, and the impact of international beauty trends all contribute to the need for high-end cosmetics, particularly eyeliners.

Lastly, eye makeup has become more popular in Latin America, especially in Brazil and Mexico, where younger consumers tend to choose eyeliners. The increase in popularity of beauty influencers and cosmetics tutorials on social media platforms foster market growth in this region.

Industry Trends:

• Maybelline New York introduced the "Tattoo Studio Gel Pencil Eyeliner" in August 2023, emphasizing smudge-proof, long-lasting formulations. Launching this product will help meet the growing demand in the US market for long-lasting and waterproof eyeliners.
• L’Oréal USA increased the size of their online store in February 2023 to use digital beauty try-on technologies to advertise their collection of eyeliner products. Improving customer experiences and increasing online sales are the goals of this action.
• Shiseido China teamed up with Tmall, one of the biggest e-commerce platforms in the nation, in July 2023 to increase the sales of its high-end eyeliner collection with an emphasis on online sales and influencer partnerships.
• A waterproof liquid eyeliner was introduced by Etude House in October 2023 to address the surge in need for long-lasting makeup in the humid temperatures of the Asia-Pacific region. This shift allowed the company to broaden its selection of eyeliners.
• In response to the growing demand in the Indian market for smudge-proof, easy-to-use eyeliners, Lakmé introduced their "Lakmé Eyeconic" eyeliner in March 2023 in a new gel-based formula.

Competitive Landscape

The major players operating in the eyeliner market include The Estée Lauder Companies Inc., LG Household & Healthcare Limited., Modi-Mundipharma Beauty Products Pvt Ltd., Chanel S.A., Kao Corporation, Iredale Mineral Cosmetics, Ltd, Markswin International Corporation, Mary Kay Inc, Christian Dior SE, and L’Oreal S.A.

Recent Key Strategies and Developments

• In June 2023, the acquisition of Tom Ford Beauty by Estée Lauder Companies broadened the company's offering of high-end cosmetics, which includes eyeliner.
• In September 2023, Leading Chinese cosmetics brand Perfect Diary launched a new line of gel-based eyeliners aimed at the younger demographic with reasonably priced, superior goods. A significant digital marketing campaign was undertaken in connection with the launch.

Key Benefits For Stakeholders

• This report provides a quantitative analysis of the eyeliner market share, segments, current trends, estimations, and dynamics of the eyeliner market analysis from 2024 to 2033 to identify the prevailing eyeliner market opportunities.
• The market research is offered along with information related to key drivers, restraints, and opportunities.
• Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
• In-depth analysis of the eyeliner market segmentation assists to determine the prevailing market opportunities.
• Major countries in each region are mapped according to their revenue contribution to the global market.
• Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
• The report includes the analysis of the regional as well as global eyeliner market trends, key players, market segments, application areas, and market growth strategies.