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Mascara Market

Mascara Market Size, Share, Competitive Landscape and Trend Analysis Report by Category, by Product Type, by Distribution Channel : Global Opportunity Analysis and Industry Forecast, 2023-2032

CG : Personal care and cosmetic

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Author's: Sugandha Srivastava | Roshan Deshmukh
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Mascara Market Research, 2032

The global mascara market was valued at $6.4 billion in 2022, and is projected to reach $14.1 billion by 2032, growing at a CAGR of 8.3% from 2023 to 2032. The mascara market expansion is driven by changes in consumer preferences, advancements in technology, and innovations in the beauty industry. 

Mascara Market

Mascara is a cosmetic product primarily used to enhance the appearance of eyelashes. It typically comes in the form of a creamy or liquid substance applied to the eyelashes using a small brush or wand. Mascara is commonly used to darken, lengthen, thicken, and define the eyelashes, providing a more prominent and dramatic look to the eyes. Moreover, mascara often contains ingredients that condition and protect the lashes. It is a staple in many makeup routines and can be found in various formulas such as waterproof, volumizing, lengthening, and curling. 

Key Takeaways

  • By category, the regular segment dominated the global market in 2022.

  • By product type, the volumizing segment dominated the global market in 2022. 

  • By distribution channel, the offline channel segment dominated the global market in 2022.

  • By region, Asia-Pacific dominated the global market in 2022.

Market Dynamics 

Rise in beauty trends and fashion influences 

The beauty industry is highly influenced by trends and fashion, with mascara being a key component of makeup routines for many individuals. The changes in fashion trends, celebrity influences, and social media trends heavily impact consumer preferences and purchasing behavior within the mascara market. For example, if a celebrity endorses a particular mascara brand or a new trend emerges, such as the preference for natural-looking lashes or bold, voluminous lashes, consumers are likely to follow suit and seek out products that align with these trends.

Moreover, the rise of beauty influencers and makeup tutorials on platforms such as Instagram and YouTube have further accelerated the widespread adoption of trends and influenced consumer choices in Mascara industry. As a result, mascara brands must continually innovate their products, formulations, and marketing strategies to stay relevant and capitalize on emerging trends in the beauty industry. 

Increased technological advancements and product innovation 

The Mascara industry growth is driven by continuous advancements in technology and innovation, leading to the development of new formulations, applicators, and features that promise enhanced performance and benefits for consumers. Manufacturers invest heavily in R&D to create mascaras with improved longevity, smudge-proof formulas, waterproof capabilities, and innovative brush designs tailored to specific lash needs, such as volumizing, lengthening, curling, or defining. In addition, advancements in ingredient technology have enabled the creation of mascaras with nourishing and conditioning properties that promote lash health.

For instance, the introduction of tubing mascaras, which form water-resistant tubes around each lash for long-lasting wear, represents a notable innovation in the mascara market. These technological advancements attract consumers seeking superior performance & convenience and contribute to the overall growth and competitiveness of the mascara market as brands strive to differentiate themselves through innovation and product quality. 

Allergies and Sensitivities to Ingredients 

Mascara typically contains a variety of ingredients such as pigments, preservatives, fragrances, and binding agents, some of which trigger allergic reactions or irritation in certain individuals. Ingredients such as parabens, formaldehyde-releasing preservatives, and fragrance compounds are known allergens or irritants for some people. In addition, mascara formulations often include acrylate-based polymers and other synthetic compounds that cause discomfort or adverse reactions, particularly in individuals with sensitive skin or eyes. As a result, consumers who experience allergic reactions or irritation are reluctant to use mascara or seek out hypoallergenic or sensitive formula options, limiting their choices within the market.

Furthermore, concerns about the safety of certain ingredients, particularly those with controversial or unknown health effects, influence consumer perception and contribute to hesitancy in purchasing mascara products, thereby restraining market growth. 

Competition from Eyelash Extensions and False Lashes 

The significant restraint in the mascara market is the surge in popularity of alternative eyelash enhancement methods such as eyelash extensions and false lashes. While mascara offers a convenient and cost-effective solution for enhancing lash appearance, some consumers opt for more semi-permanent or dramatic options provided by eyelash extensions or false lashes. Eyelash extensions involve attaching synthetic or natural fibers to individual lashes using an adhesive, creating the appearance of longer, fuller lashes that last several weeks with proper maintenance. Similarly, false lashes are temporary strips or individual clusters of synthetic or natural lashes applied along the lash line using adhesive for a temporary boost in lash volume and length. These alternatives provide consumers with customizable options for achieving desired lash looks without relying solely on mascara.

As a result, the mascara market faces competition from these alternative methods, particularly among consumers seeking more long-lasting or dramatic results. Moreover, advancements in eyelash extension techniques and the availability of high-quality false lashes have further intensified competition for mascara brands, compelling them to innovate and differentiate their products to maintain consumer interest and market share. 

Rise in Interest in Sustainable Packaging 

In addition to clean formulations, there is a rise in demand for mascara products packaged in environmentally friendly materials. Sustainable packaging options such as recyclable, biodegradable, or refillable packaging have gained traction as consumers prioritize reducing their environmental footprint. Mascara brands have the opportunity to differentiate themselves and attract eco-conscious consumers by offering products in packaging that aligns with their sustainability values. By investing in innovative packaging solutions and adopting sustainable practices throughout the supply chain, mascara brands appeal to a growing segment of environmentally aware consumers. 


The mascara market is segmented into category, product type, distribution channel, and region. By category, it is bifurcated into regular and waterproof/water-resistant. By product type, it is divided into volumizing, lengthening, and curling. By distribution channel, it is categorized into offline channel and e-commerce. By region, it is analyzed across North America, Europe, Asia-Pacific, Latin America, and MEA.  

By category 

By category, the regular segment dominated the global mascara market, registering a CAGR of 7.7% in 2022 and is anticipated to maintain its dominance during the forecast period. The regular mascaras cater to a broad consumer base, including individuals who seek everyday enhancement for their lashes. The simplicity and versatility of regular mascaras make them appealing to a wide demographic. Moreover, it is present in various formulations, which helps in volumizing and lengthening along with the presence of water resistant quality, thus increasing the Mascara Market Size. This versatility allows consumers to choose products that best suit their preferences and needs, which further expands the market appeal. In addition, many regular mascaras are priced affordably, making them accessible to a broad range of consumers. This affordability, coupled with their widespread availability in retail outlets and online platforms, contributes to their dominance in the market. 

Mascara Market by Category

By product type 

By product type, the volumizing segment dominated the global mascara market with having maximum Mascara Market Share, registering a CAGR of 8.6% in 2022 and is anticipated to maintain its dominance during the forecast period. Many consumers seek mascaras that provide volume, as fuller lashes are often associated with a more dramatic and eye-catching look. The volumizing segment caters to this desire by offering formulas specifically designed to add thickness and fullness to lashes. In addition, volumizing mascaras typically contain ingredients such as waxes, fibers, and polymers that coat each lash, adding bulk and volume without clumping. These formulations often deliver noticeable results which satisfy consumers who prioritize effectiveness in their makeup products. Furthermore, cosmetic companies continuously invest in R&D to improve volumizing mascara formulations. The advanced technologies, such as brush designs that separate and coat each lash evenly, contribute to the efficacy of these products, further solidifying their dominance in the market. 

Mascara Market by Product Type

By distribution channel 

By distribution channel, the offline channel segment dominated the global mascara market, registering a CAGR of 8.1% in 2022 and is anticipated to maintain its dominance during the forecast period. The offline channels, including brick-and-mortar stores, department stores, specialty beauty retailers, and pharmacies are the primary channels for purchasing cosmetics such as mascara. These channels have a strong retail presence in both urban and rural areas, making them easily accessible to a wide range of consumers. Moreover, offline channels offer consumers the opportunity to physically interact with products, try testers, and receive personalized recommendations from beauty advisors. The in-store experience allows consumers to assess product quality, texture, and shade suitability before making a purchase, contributing to higher conversion rates. 

Furthermore, major cosmetic brands invest heavily in securing prominent shelf space and displays within offline retail outlets. This visibility increases brand awareness and exposure, driving consumer traffic and sales. Companies often employ eye-catching displays and promotional materials to attract shoppers' attention and highlight their mascara offerings, which further boost Mascara Market Growth. 

Mascara Market by Distribution Channel

By region 

By region, Asia-Pacific dominated the global mascara market, registering a CAGR of 7.9% in 2022 and is anticipated to maintain its dominance during the forecast period. Asia-Pacific is home to a significant portion of the world’s population, including densely populated countries such as China, India, Japan, and South Korea. The rise in population provides a vast consumer base for mascara and other beauty products, driving demand and market growth. Moreover, many countries in Asia-Pacific have experienced rapid urbanization and an increase in disposable incomes, leading to a rise in the population of middle class with higher purchasing power. As urban population has grown, the demand for cosmetics including mascara has contributed to the region's dominance in the global market, thus increasing the Mascara Market Demand. 

In addition, beauty standards vary across cultures, however, in many Asian countries, there is a strong emphasis on skincare and makeup. The beauty industry is deeply ingrained in Asian culture, with a long history of beauty rituals and traditions. As a result, cosmetics, including mascara, are in high demand in the Asia-Pacific region. The Asian countries, particularly South Korea and Japan, are known for their innovation and leadership in the beauty industry. These countries often set trends and introduce innovative mascara formulations, packaging designs, and application techniques that appeal to the local consumers as well as global markets. 

Mascara Market by Region

Competitive Analysis

Competitive analysis and profiles of the major players in the mascara market, such as L’Oréal Group, Estée Lauder Companies, Coty Inc, Shiseido Company, Limited, The Procter & Gamble Company (P&G), Revlon, Inc, Chanel S.A, LVMH Moët Hennessy Louis Vuitton SE, and Kose Corporation are provided in the report.  

According to Mascara Market Forecast, the market for mascara is anticipated to expand due to a rise in the number of internet users, surge in hybrid model of professionals, and a shift toward skill development. In addition, factors such as innovation, collaboration, product launch, partnership, and expansion are opportunistic for market growth. 

Key Benefits for Stakeholders

  • This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the mascara market analysis from 2022 to 2032 to identify the prevailing mascara 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 mascara 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 mascara market trends, key players, market segments, application areas, and market growth strategies.

Mascara Market Report Highlights

Aspects Details
Market Size By 2032

USD 14.1 billion

Growth Rate

CAGR of 8.3%

Forecast period

2022 - 2032

Report Pages


By Category
  • Regular
  • Waterproof or Water-resistant
By Product Type
  • Volumizing
  • Lengthening
  • Curling
By Distribution Channel
  • Offline Channel
  • E-Commerce
By Region
  • North America  (U.S., Canada, Mexico)
  • Europe  (UK, Germany, France, Italy, Spain, Russia, Rest of Europe)
  • Asia-Pacific  (China, Japan, India, Australia, Malaysia, Thailand, Indonesia, Rest of Asia-Pacific)
  • Latin America  (Brazil, Argentina, Rest of Latin America)
  • Middle East and Africa  (UAE, South Africa, Saudi Arabia, Rest of Middle East And Africa)

Analyst Review

According to the perspective of top-level CXOs, innovation is the key for growth of the mascara market, in terms of value sales. Rise in demand for various cosmetics tools among customers makes way for manufacturers to come up with innovative and new products along with affordable prices and eco-friendly packaging.? 

CXOs further added that rise in consciousness regarding physical appearance among individuals as well as working class professionals propels growth of the mascara market. The industry has recently observed an emerging trend of men using makeup tools in their daily lives. Use of cosmetics by men is expected to eventually increase and in turn supplement growth of the mascara market.?? 

Moreover, mascaras have witnessed prominent adoption in the developing areas of China, owing to swift change in consumer lifestyle, increase in disposable income, and surge in need for cosmetics products derived from natural extracts. Furthermore, increase in penetration of various online portals?and rise in number of offers or discounts attract large consumer base to purchase eye makeup products through online channels. Moreover, online sales channels have increased consumer reach, making it a key source of revenue for many companies.? 


Author Name(s) : Sugandha Srivastava | Roshan Deshmukh
Frequently Asked Questions?

Asia-Pacific is the largest regional market for Mascara.

There's a rising demand for mascaras free from harmful chemicals such as parabens, phthalates, and sulfates.

Competitive analysis and profiles of the major players in the mascara market, such as L’Oréal Group, Estée Lauder Companies, Coty Inc, Shiseido Company, Limited, The Procter & Gamble Company (P&G), Revlon, Inc, Chanel S.A, LVMH Moët Hennessy Louis Vuitton SE, and Kose Corporation.

The leading application of Mascara Market is in professional sector.

The mascara market was valued at $6.4 billion in 2022, and is estimated to reach $14.1 billion by 2032, growing at a CAGR of 8.3% from 2023 to 2032.

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Mascara Market

Global Opportunity Analysis and Industry Forecast, 2023-2032