Eyeliner

Eyeliner Market Outlook

The global eyeliner market is projected to reach approximately USD 4.5 billion by 2025, growing at a CAGR of around 6.3% from 2025 to 2035. This significant growth is attributed to the increasing demand for cosmetic products driven by shifting consumer preferences toward makeup products, influenced by social media trends and the rise of beauty influencers. Furthermore, factors such as the growing popularity of eye makeup, especially among younger demographics, are propelling market growth. The continuous innovation in eyeliner formulations and packaging, along with the expansion of distribution channels, enhances product accessibility and visibility. Additionally, the rise in disposable income and changing lifestyle patterns are expected to further fuel demand in the eyeliner market.

Growth Factor of the Market

The eyeliner market is experiencing robust growth fueled by various factors. Firstly, the increasing beauty consciousness among consumers, particularly millennials and Gen Z, has led to a surge in the demand for diverse eyeliner products that complement their makeup looks. Secondly, the proliferation of e-commerce platforms has made it easier for consumers to access a wide array of eyeliner brands, colors, and types, thus boosting sales. Furthermore, the incorporation of innovative ingredients, such as long-lasting and smudge-proof formulas, has enhanced the product appeal, catering to consumers’ desires for high-performance cosmetics. Thirdly, the rising trend of professional makeup artistry, driven by social media platforms, has amplified the need for premium eyeliner products among enthusiasts and professionals alike. Lastly, expanding marketing efforts by manufacturers, including collaborations with beauty influencers and social media campaigns, have significantly increased awareness and interest in eyeliner usage.

Key Highlights of the Market

• The global eyeliner market is projected to reach USD 4.5 billion by 2025.
• CAGR of around 6.3% anticipated from 2025 to 2035.
• Rising beauty consciousness among consumers is a key market driver.
• Expansion of e-commerce platforms facilitating wider product accessibility.
• Innovative formulations catering to consumer preferences for performance and durability.

By Product Type

Pencil Eyeliner:

Pencil eyeliners are one of the most traditional and widely used forms of eyeliner due to their ease of application and portability. They are favored for their versatility, as they can be used for both subtle day looks and dramatic evening makeup. The increasing consumer preference for easy-to-use products, along with the availability of various shades and formulations, such as waterproof and smudge-proof options, has significantly contributed to the growth of this segment. Furthermore, advancements in pencil eyeliner technology, including improved pigmentation and glide-on formulas, have enhanced user experience, thereby driving sales in this category.

Liquid Eyeliner:

Liquid eyeliners are well-known for their precision and ability to create sharp, defined lines, making them a popular choice for makeup enthusiasts who desire a bold look. This segment has witnessed substantial growth owing to the introduction of a variety of applicators, including brushes and felt tips, that facilitate easier application and customization. Additionally, the innovation of long-lasting and waterproof formulas has made liquid eyeliners a go-to choice for consumers seeking longevity in their makeup. The rise of online beauty tutorials and videos showcasing the application techniques for liquid eyeliners has also contributed to their popularity, encouraging more users to experiment with this product type.

Gel Eyeliner:

Gel eyeliners are favored for their creamy texture and smooth application, providing the precision of liquid eyeliners with the blendability typically associated with pencil eyeliners. This product type has seen increased demand due to its long-lasting formula, which resists smudging and fading throughout the day. As consumers look for multifunctional products that deliver both performance and ease of use, gel eyeliners have carved a niche within the market. The availability of gel eyeliners in pots, pencils, and even dual-ended applicators has also allowed for greater versatility, catering to diverse consumer preferences.

Powder Eyeliner:

Although less common than other eyeliner types, powder eyeliners are gaining traction due to their unique formulation and application process, appealing to consumers seeking softer, more diffused looks. Often used in professional makeup settings, powder eyeliners can be applied wet or dry, allowing for varying intensities. The growing trend of natural and minimalistic makeup styles has prompted an increase in demand for powder eyeliners, which provide a more forgiving and blended finish compared to their liquid counterparts. As consumers become more aware of the ingredients in their cosmetics, the option for powder eyeliners made with organic or natural components has further enhanced their appeal.

Pen Eyeliner:

Pen eyeliners offer a convenient and precise application method, making them a favorite among both casual users and makeup professionals. The ease of use associated with pen-style applicators, which eliminate the need for brushes or sharpeners, has led to a growing preference for this type of eyeliner. With advancements in pen technology, such as felt-tip applicators and retractable designs, pen eyeliners now deliver consistent and controllable lines, enhancing the overall user experience. The availability of various formulations, including long-wearing and waterproof options, further solidifies the position of pen eyeliners as a key segment in the eyeliner market.

By Application

Personal Use:

The personal use segment dominates the eyeliner market, driven by the growing beauty awareness and the rise in makeup usage among everyday consumers. Individuals are increasingly investing in cosmetics, including eyeliners, to express their personal style and enhance their features. The influence of social media platforms, where makeup looks are regularly showcased, has also encouraged personal users to explore various eyeliner products and techniques. As a result, brands are continuously innovating and launching new products to cater to this demographic, offering an array of colors and formulas tailored for personal application.

Professional Use:

Professional use of eyeliners encompasses makeup artists, beauty professionals, and salons that require high-quality products to meet client needs. This segment has been experiencing growth, particularly due to the increasing demand for professional makeup services for weddings, events, and photoshoots. Makeup artists are consistently on the lookout for reliable and high-performance eyeliners that can withstand various conditions while delivering impeccable results. Consequently, brands that focus on professional-grade products, including long-lasting and waterproof formulations, are gaining traction in this segment. Moreover, training programs and workshops aimed at aspiring makeup artists have further driven demand for professional-grade eyeliners.

By Distribution Channel

Online Retailers:

Online retailers have become an increasingly popular distribution channel for eyeliners, with e-commerce sales witnessing exponential growth in recent years. The convenience of shopping online, coupled with the vast selection of products available, has attracted consumers seeking to discover new brands and colors. Additionally, online retailers often provide detailed product descriptions, user reviews, and swatches, enhancing the shopping experience and assisting customers in making informed purchasing decisions. Promotions, discounts, and the option for home delivery further incentivize consumers to choose online platforms for their eyeliner purchases.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets remain significant distribution channels for eyeliners, providing consumers with easy access to various beauty products in a single shopping destination. These retail outlets often feature a wide range of brands and products, allowing consumers to compare items and make choices based on their preferences and budget. In addition, the physical presence of products enables customers to test shades and textures before purchase, enhancing their shopping experience. Many supermarkets and hypermarkets are also expanding their beauty and cosmetics sections to cater to the growing demand, further solidifying their role in the eyeliner market.

Specialty Stores:

Specialty stores focusing on beauty and cosmetics play a crucial role in the eyeliner market by offering a carefully curated selection of products that cater to specific consumer needs. These stores often provide a personalized shopping experience, with knowledgeable staff available to assist customers in finding the right eyeliner products based on their preferences and requirements. The presence of exclusive or niche brands in specialty stores also attracts consumers seeking unique and high-quality products that may not be available in larger retail chains. As beauty enthusiasts continue to seek specialized products, the importance of specialty stores in the eyeliner market is likely to grow.

Drug Stores:

Drug stores are a convenient and accessible option for consumers looking to purchase eyeliners, particularly due to their widespread presence and affordability. These retail outlets often carry a diverse range of brands, including both drugstore and premium options, appealing to a broad spectrum of customers. The ease of purchasing beauty products alongside everyday essentials enhances the attractiveness of drug stores as a distribution channel for eyeliners. Many drug stores are also starting to expand their beauty sections and provide exclusive deals, which further encourages consumers to explore and purchase eyeliner products.

Beauty Salons:

Beauty salons represent a specialized distribution channel for eyeliners, often utilizing high-quality products to meet client demands for makeup services. Professional-grade eyeliners are typically offered in salons, which cater to clients looking for makeup application for special occasions or events. The skilled expertise of makeup artists in salons enhances the credibility of the products used, leading clients to trust the recommendations for specific eyeliner brands. As the trend for professional makeup services continues to rise, beauty salons will play an essential role in driving demand for eyeliners, particularly those that deliver superior performance and results.

By Ingredient Type

Organic Ingredients:

The demand for eyeliners made with organic ingredients has surged as consumers become more aware of the importance of natural and sustainable products. Organic eyeliners are often free from harmful chemicals, appealing to health-conscious consumers and those with sensitive skin. The growth of the clean beauty movement has led many brands to formulate eyeliners using organic oils, waxes, and pigments, providing an alternative to traditional eyeliners. This segment is expected to experience significant growth as consumers increasingly prioritize clean and ethical beauty products in their purchasing decisions.

Chemical Ingredients:

Chemical ingredients continue to be a dominant component in many eyeliner formulations, offering durability and performance that many consumers seek. Eyeliners containing synthetic compounds often provide longer-lasting wear, vibrant colors, and enhanced water resistance. Despite the rising trend of natural and organic products, chemical-based eyeliners remain popular, particularly among consumers who prioritize performance over ingredient sourcing. The continuous innovation in chemical formulations has led to the development of products that deliver superior performance and a wide variety of color options, solidifying their place in the market.

Mineral Ingredients:

Mineral eyeliners have gained traction in the beauty market, especially among consumers who prefer makeup products that are less irritating to the skin. These eyeliners, made from naturally occurring minerals, are often free from synthetic dyes and fragrances, making them suitable for sensitive skin types. The emphasis on natural beauty and the growing demand for mineral cosmetics have contributed to the rise of mineral eyeliners. As a result, brands are increasingly focusing on incorporating mineral ingredients into their formulations to cater to this specific consumer segment.

Natural Ingredients:

Natural ingredient-based eyeliners are gaining popularity as consumers seek formulations that are safer and more environmentally friendly. These products typically incorporate naturally derived components, such as plant-based waxes and oils, to create smooth and effective eyeliners without the use of harsh chemicals. As awareness about the potential adverse effects of certain cosmetics grows, the demand for natural ingredient eyeliners is expected to rise. Many brands are responding to this trend by launching eyeliners formulated with minimal synthetic components and promoting the benefits of using natural ingredients.

Synthetic Ingredients:

Synthetic ingredient eyeliners are known for their stability and long-lasting wear, making them a preferred choice for consumers looking for performance-driven products. These formulations often offer vibrant colors and various finish options, such as matte or glossy, which appeal to a broader audience. The versatility and functionality of synthetic ingredients allow brands to create innovative eyeliners that cater to various consumer preferences and trends. Moreover, advancements in ingredient technology have led to the development of improved formulations that are less likely to cause irritation, making synthetic ingredient eyeliners increasingly attractive to a diverse range of consumers.

By Region

The eyeliner market is witnessing varying growth rates across different regions, with North America and Europe being the leading markets due to the high demand for cosmetic products and the presence of established beauty brands. North America is expected to hold a significant share of the market, projected to reach approximately USD 1.5 billion by 2025, driven by consumers' interest in makeup and a growing trend towards experimenting with various looks. The CAGR in this region is estimated to be around 5.8% during the forecast period as brands continue to innovate and introduce a multitude of eyeliner options to cater to consumer preferences.

In contrast, the Asia Pacific region is anticipated to experience the highest growth rate in the eyeliner market, with a projected CAGR of 7.5% from 2025 to 2035. The increasing population, rising disposable income, and a growing middle-class segment are driving demand for beauty products across countries like China, India, and Japan. Additionally, the influence of Western beauty trends and an expanding e-commerce landscape are contributing to the growth of the eyeliner market in the Asia Pacific region. Latin America and the Middle East & Africa are also showing promising growth, although at a slower pace compared to the leading regions, as consumers become more aware of beauty products and their availability increases.

Opportunities

The eyeliner market is poised for substantial opportunities as consumer trends continue to evolve and the beauty landscape transforms. One of the significant opportunities lies in the growing demand for cruelty-free and vegan cosmetics. As more consumers become aware of ethical considerations in their purchasing decisions, brands that prioritize cruelty-free practices and vegan formulations are likely to capture a dedicated customer base. By developing and marketing eyeliners that align with these ethical values, companies can differentiate themselves and enhance their proposition in a competitive marketplace. Additionally, the increasing inclination toward customization, such as personalized eyeliner kits or subscription boxes, presents a unique opportunity for brands to connect with their customers on a more personal level, fostering brand loyalty.

Another promising opportunity for growth in the eyeliner market is the rise of social media and influencer marketing. As platforms like Instagram and TikTok become increasingly influential in shaping beauty trends, brands have a unique opportunity to leverage these channels for targeted marketing campaigns. Collaborating with beauty influencers to showcase products, share tutorials, and generate buzz can significantly enhance brand visibility and consumer engagement. Moreover, investing in augmented reality (AR) technologies, which allow consumers to virtually try on eyeliners before purchase, can create an innovative shopping experience and further drive sales. Embracing digital transformation will be essential for brands looking to capitalize on these opportunities and stay ahead in the dynamic beauty market.

Threats

Despite the promising growth prospects for the eyeliner market, several threats loom that could impact the overall landscape. One such threat is the increasing competition from new entrants and established brands, leading to market saturation. As the beauty industry continues to evolve, it becomes easier for new brands to enter the market, often with innovative and disruptive products. This heightened competition can drive down prices and reduce profit margins for existing players, making it challenging for them to maintain market share. Additionally, shifting consumer preferences towards clean and natural beauty products can pose a challenge for brands reliant on traditional formulations, as customers increasingly seek healthier and more sustainable options.

Another critical concern for the eyeliner market is the potential impact of economic fluctuations on consumer spending. During economic downturns, cosmetic products are often among the first discretionary expenses consumers cut from their budgets. As such, brands must remain vigilant and adaptable to changing economic conditions to mitigate the risk of declining sales. Furthermore, regulatory challenges related to ingredient safety and product labeling can create hurdles for manufacturers, particularly for those introducing new formulations or entering new markets. Compliance with these regulations can increase operational costs and complicate the product development process, presenting additional challenges for businesses in the eyeliner industry.

Competitor Outlook

• Maybelline New York
• L'Oréal Paris
• Revlon
• MAC Cosmetics
• Urban Decay
• Clinique
• NARS Cosmetics
• Stila Cosmetics
• Tarte Cosmetics
• Benefit Cosmetics
• Smashbox
• Fenty Beauty
• Milani Cosmetics
• NYX Professional Makeup
• Too Faced Cosmetics

The competitive landscape of the eyeliner market is characterized by a diverse array of established players and emerging brands, each vying for market share in a dynamic and rapidly evolving industry. Major companies like Maybelline New York and L'Oréal Paris dominate the market with their extensive product lines and strong brand recognition. These companies leverage their vast distribution networks and marketing capabilities to reach a wide range of consumers, ensuring their eyeliners remain accessible and visible in retail settings. Furthermore, these brands often invest heavily in research and development to innovate and refresh their product offerings, keeping pace with changing consumer preferences and beauty trends.

Emerging brands, particularly in the organic and clean beauty segments, are also making significant inroads in the eyeliner market by appealing to health-conscious and environmentally aware consumers. Brands such as Tarte Cosmetics and Fenty Beauty have gained popularity by providing high-quality products that align with ethical and sustainable practices. Their marketing strategies often emphasize transparency regarding ingredient sourcing and production processes, resonating with a growing consumer base looking for trustworthy brands. As competition intensifies, these emerging players challenge established companies to adapt and evolve to meet consumer demands without compromising on quality or values.

To maintain a competitive edge, companies are increasingly engaging in strategic partnerships and collaborations within the beauty industry. For instance, collaborations between prominent beauty influencers and established brands have proven effective in enhancing brand visibility and capturing the attention of target audiences. Additionally, brands are exploring innovative approaches to product development, such as customizable eyeliner kits or limited-edition collections, to entice consumers and create a sense of urgency. The competitive landscape of the eyeliner market continues to evolve, marked by a blend of traditional and modern strategies aimed at securing consumer loyalty and driving growth.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Revlon
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 Clinique
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Smashbox
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Urban Decay
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Fenty Beauty
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 MAC Cosmetics
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 NARS Cosmetics
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Stila Cosmetics
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 Tarte Cosmetics
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Milani Cosmetics
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Benefit Cosmetics
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Maybelline New York
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Too Faced Cosmetics
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 L'Oréal Paris
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 NYX Professional Makeup
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Eyeliner Market, By Application
    • 6.1.1 Personal Use
    • 6.1.2 Professional Use
  • 6.2 Eyeliner Market, By Product Type
    • 6.2.1 Pencil Eyeliner
    • 6.2.2 Liquid Eyeliner
    • 6.2.3 Gel Eyeliner
    • 6.2.4 Powder Eyeliner
    • 6.2.5 Pen Eyeliner
  • 6.3 Eyeliner Market, By Ingredient Type
    • 6.3.1 Organic Ingredients
    • 6.3.2 Chemical Ingredients
    • 6.3.3 Mineral Ingredients
    • 6.3.4 Natural Ingredients
    • 6.3.5 Synthetic Ingredients
  • 6.4 Eyeliner Market, By Distribution Channel
    • 6.4.1 Online Retailers
    • 6.4.2 Supermarkets/Hypermarkets
    • 6.4.3 Specialty Stores
    • 6.4.4 Drug Stores
    • 6.4.5 Beauty Salons

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Eyeliner Market by Region
  • 10.3 Asia Pacific - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 India
      • 10.3.1.2 China
      • 10.3.1.3 Japan
      • 10.3.1.4 South Korea
  • 10.4 Latin America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 Brazil
      • 10.4.1.2 Argentina
      • 10.4.1.3 Mexico
  • 10.5 North America - Market Analysis
    • 10.5.1 By Country
      • 10.5.1.1 USA
      • 10.5.1.2 Canada
  • 10.6 Middle East & Africa - Market Analysis
    • 10.6.1 By Country
      • 10.6.1.1 Middle East
      • 10.6.1.2 Africa

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Eyeliner market is categorized based on

By Product Type

• Pencil Eyeliner
• Liquid Eyeliner
• Gel Eyeliner
• Powder Eyeliner
• Pen Eyeliner

By Application

• Personal Use
• Professional Use

By Distribution Channel

• Online Retailers
• Supermarkets/Hypermarkets
• Specialty Stores
• Drug Stores
• Beauty Salons

By Ingredient Type

• Organic Ingredients
• Chemical Ingredients
• Mineral Ingredients
• Natural Ingredients
• Synthetic Ingredients

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Maybelline New York
• L'Oréal Paris
• Revlon
• MAC Cosmetics
• Urban Decay
• Clinique
• NARS Cosmetics
• Stila Cosmetics
• Tarte Cosmetics
• Benefit Cosmetics
• Smashbox
• Fenty Beauty
• Milani Cosmetics
• NYX Professional Makeup
• Too Faced Cosmetics