Eyeliner Sales Market Outlook

The global eyeliner market was valued at approximately USD 1.5 billion in 2023 and is projected to reach USD 2.12 billion by 2030, exhibiting a compound annual growth rate (CAGR) of 5.5% during the forecast period. This significant growth is driven by rising consumer awareness regarding beauty products, increasing urbanization, and the growing trend of makeup artistry among influencers and social media users. Moreover, the expanding range of eyeliner products tailored to meet diverse consumer preferences is contributing to market expansion. The increasing disposable income and changing lifestyle patterns further bolster the demand for cosmetic products, including eyeliners, across various demographics.

Growth Factor of the Market

Several factors contribute to the growth of the eyeliner market. Primarily, the innovative formulation and presentation of eyeliners are evolving to meet consumer demands for long-lasting, easy-to-apply products. Additionally, the proliferation of e-commerce platforms has made it easier for consumers to purchase a wide variety of eyeliners from the comfort of their homes, significantly expanding market reach. The increasing popularity of makeup tutorials and beauty influencers on platforms such as Instagram and YouTube also plays a critical role in driving eyeliner sales. Furthermore, there's a notable trend toward eco-friendly and cruelty-free products, which has led brands to innovate and create organic and mineral-based eyeliners, attracting environmentally conscious consumers. The rise in personal grooming and self-expression, especially among younger demographics, is also a vital factor increasing eyeliner's market presence.

Key Highlights of the Market

• The global eyeliner market is projected to grow at a CAGR of 5.5% from 2023 to 2030.
• Liquid eyeliner holds the largest market share due to its ease of use and variety of styles.
• Online retail channels are becoming increasingly popular for purchasing eyeliners, especially post-pandemic.
• Organic and mineral-based eyeliners are gaining traction among health-conscious consumers.
• North America is expected to dominate the market due to its strong consumer base and presence of major cosmetic brands.

By Product Type

Liquid Eyeliner:

Liquid eyeliner remains one of the most popular types in the market, primarily due to its versatility and the precision it offers. It is favored for creating bold and sharp lines, making it a preferred choice for dramatic eye looks. The liquid formula usually contains pigments suspended in a fluid base, offering vibrant color payoff and longevity. Many liquid eyeliners are designed to be waterproof, enhancing their appeal for consumers seeking long-lasting wear throughout the day. The availability of various applicator styles, including brush and felt-tip options, further enhances user experience and product application precision, making it a staple in many makeup kits.

Pencil Eyeliner:

Pencil eyeliners are renowned for their ease of use and portability, making them a favorite among both beginners and experienced makeup enthusiasts. Available in retractable or sharpenable formats, they provide convenience and flexibility. Pencil eyeliners come in a wide array of colors and formulations, from soft and creamy to hard and long-lasting types. They are particularly suitable for creating softer looks or smudged effects, which are often desired for casual or everyday wear. Many brands have introduced formulations enriched with skin-nourishing ingredients, further enhancing their appeal to consumers who prioritize skin health along with makeup.

Gel Eyeliner:

Gel eyeliners offer a unique combination of the ease of pencil application with the precision of liquid liners. Often packaged in pots or tubes, gel liners can be applied with a brush, allowing for flexibility in line thickness and style. They typically boast long-lasting wear and are often water-resistant, making them ideal for all-day use. Consumers appreciate gel eyeliners for their rich pigmentation and smooth application, which can create everything from subtle lines to dramatic looks. Their popularity has led to the introduction of various formulations, including those that contain skin-friendly ingredients to cater to a broader audience.

Powder Eyeliner:

Powder eyeliners are less common but are gaining traction as a versatile alternative to traditional eyeliners. They allow for a softer finish and can be applied with a wet or dry brush for varying intensity. The powder formulation is particularly appealing to consumers looking for a lightweight option that blends easily with eyeshadow. Additionally, the use of powder eyeliners can create a more natural look, which is increasingly desirable among consumers seeking understated beauty. This segment is also seeing innovation in packaging, with many brands offering dual-use products that combine eyeshadow and eyeliner in one compact.

Pen Eyeliner:

Pen eyeliners are celebrated for their convenience and precision, often designed to mimic the application style of liquid liners while offering improved control. With a felt-tip applicator, these products allow users to create defined lines with ease, making them particularly popular among makeup novices. Many pen eyeliners feature quick-drying formulas that resist smudging, catering to consumers who lead active lifestyles or seek long-lasting results. The compact size of pen eyeliners also enhances their portability, making them ideal for on-the-go application. Their formulation often includes various finishes, including matte and glossy, appealing to a wide range of aesthetic preferences.

By Application

Personal Use:

The personal use segment dominates the eyeliner market, driven by everyday consumers keen on enhancing their eye makeup looks. The increasing focus on self-expression through makeup is propelling demand among individuals across various age groups, particularly millennials and Gen Z users. With the rise of social media platforms, consumers are more influenced by beauty trends, leading to higher eyeliner usage in daily beauty routines. The accessibility of diverse eyeliner products and tutorials available online enhances confidence in application among users, contributing to the growth of this segment. Regular promotions and product launches targeting personal consumers also further stimulate demand in this category.

Professional Use:

Professional use of eyeliners is primarily driven by makeup artists and beauty professionals who utilize these products for various occasions, including fashion shows, photo shoots, and special events. This segment requires high-quality eyeliners that offer durability, versatility, and vibrant pigmentation to achieve artistic looks. Professionals often prefer products that perform well under different conditions, including long-wear and waterproof options, making them more inclined to invest in premium brands. The growing beauty industry and increased demand for professional makeup services also contribute to the expansion of this segment, as professionals seek to remain competitive by using innovative and high-performing products.

By Distribution Channel

Online Retail:

The online retail channel has witnessed exponential growth in recent years, particularly accelerated by the COVID-19 pandemic, which shifted consumer purchasing behavior towards digital platforms. Online retail offers consumers a broad selection of eyeliners from various brands, making it easier for them to compare products and prices. E-commerce platforms often provide detailed product information, user reviews, and tutorials, enhancing the shopping experience. Additionally, the convenience of home delivery and the ability to shop at any time further contribute to the popularity of this distribution channel. Online promotions and discounts also entice consumers, making it a preferred choice for many eyeliner shoppers.

Specialty Stores:

Specialty stores, including beauty supply shops and cosmetic boutiques, continue to play a vital role in the distribution of eyeliners. These stores often carry a curated selection of high-quality products from well-known brands, attracting consumers who prioritize premium cosmetic items. The personalized shopping experience offered by knowledgeable staff can enhance customer satisfaction and loyalty. Additionally, specialty stores frequently host events and demonstrations, allowing consumers to test products before purchasing, which is crucial for makeup products like eyeliners. This hands-on approach is particularly appealing for customers looking for specific formulations or shades, reinforcing the significance of specialty retail in the eyeliner market.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets serve as essential distribution channels for eyeliner products, capitalizing on their vast customer base and convenience. These large retail outlets often feature beauty aisles dedicated to various cosmetic brands, making it easy for consumers to find eyeliners alongside other beauty products. The accessibility of these stores allows consumers to purchase eyeliners during regular grocery shopping trips, increasing impulse purchases. Moreover, supermarkets often run promotions and loyalty programs that encourage consumers to buy cosmetics, thereby driving sales in this segment. This channel also benefits from increased foot traffic, allowing brands to attract a broader audience.

Drugstores:

Drugstores represent a significant distribution channel for eyeliners, catering to consumers seeking affordable yet quality beauty products. They typically offer a range of brand options, from drugstore favorites to niche brands, allowing consumers to choose based on their budget and preferences. Drugstores often implement promotional campaigns and discounts on cosmetics, further incentivizing purchase decisions. The convenience of locating eyeliners alongside other personal care products makes these stores appealing for quick shopping trips. Additionally, drugstores frequently stock new launches, giving consumers access to the latest trends in eyeliner formulations and colors.

Others:

This category encompasses various channels, including beauty salons, spas, and direct sales from beauty consultants. While less conventional than the primary retail channels, these avenues provide unique opportunities for eyeliner sales. Professional environments, such as beauty salons, often sell eyeliners directly to clients, especially those who appreciate the recommendations of their beauticians. Additionally, direct sales through beauty consultants can offer personalized service and product demonstrations, enticing consumers to try new products. Although this segment may not match the scale of other distribution channels, it contributes to the overall diversity of the eyeliner market.

By Ingredient Type

Organic:

Organic eyeliners are gaining popularity as consumers become increasingly aware of the ingredients in their cosmetics. These products are formulated with natural ingredients, free from harmful chemicals and synthetic additives, appealing to health-conscious individuals. The demand for organic eyeliners is driven by a growing trend toward clean beauty, where consumers seek products that are not only effective but also environmentally friendly. Brands that emphasize sustainability and ethical sourcing in their organic products are particularly well-received, further enhancing market growth in this segment. Organic eyeliners provide peace of mind for users who are concerned about potential skin irritants and are looking for gentler alternatives.

Mineral-based:

Mineral-based eyeliners are formulated with minerals and natural pigments, appealing to consumers who prioritize skin-friendly makeup options. These products are often free from synthetic dyes, fragrances, and preservatives, making them suitable for sensitive skin and those prone to irritation. The increasing awareness of the potential impact of chemical ingredients on skin health drives demand for mineral-based eyeliners. Additionally, mineral formulations often offer a more breathable option, which is appealing during hot weather or for extended wear. As consumers seek transparency in ingredient sourcing and formulation, mineral-based eyeliners present a desirable alternative in the market.

Chemical-based:

Chemical-based eyeliners continue to hold a significant share of the market due to their widespread availability and performance reliability. These eyeliners typically boast vibrant pigmentation and long-lasting wear, appealing to consumers who prioritize performance over natural formulations. The extensive variety of chemical-based eyeliners ensures that consumers can find options suited to their specific needs, including waterproof and smudge-proof variants. While there is a growing trend toward natural products, many consumers still prefer the formulations that chemical-based eyeliners offer, particularly in terms of longevity and color payoff. Brands are innovating to enhance these products, focusing on improving formulas to address consumer concerns about safety and skin compatibility.

Waterproof:

Waterproof eyeliners are especially favored for their ability to withstand moisture, sweat, and tears, making them ideal for long wear in various conditions. Their formulation typically includes special waxes and oils that create a barrier against water, leading to increased demand among consumers seeking reliable products for all-day wear. The popularity of waterproof eyeliners is particularly prominent during events or occasions that require makeup longevity, such as weddings or vacations. Many brands have also started to introduce waterproof formulations that are enriched with nourishing ingredients, thus appealing to a broader audience while maintaining functionality and performance.

Smudge-proof:

Smudge-proof eyeliners provide the assurance of maintaining their appearance throughout the day without the need for touch-ups. Formulated to resist fading and smudging, they cater to individuals who lead busy lifestyles or prefer their makeup to endure various conditions. The demand for smudge-proof products is driven by the growing trend of long-wear cosmetics, particularly among younger demographics who are influenced by beauty influencers and social media trends. Brands often emphasize these features in their marketing strategies, highlighting the durability and reliability of smudge-proof eyeliners to attract consumers. This segment is expected to continue growing as more consumers seek products that align with their active lifestyles.

By Region

The North American region accounts for a significant share of the global eyeliner market, driven by a robust consumer base and the presence of major cosmetic brands. The market is projected to witness a CAGR of 5.2% from 2023 to 2030, fueled by rising beauty consciousness and the growing popularity of cosmetics among younger consumers. The influence of social media and celebrity endorsements in this region has led to a surge in eyeliner usage, particularly among millennials and Generation Z. The availability of diverse product types and continuous innovations in formulations also contribute to North America's market dominance, as brands aim to cater to a variety of consumer preferences and trends.

Europe follows closely, representing a strong market for eyeliners, driven by a combination of high disposable income and a culture deeply rooted in beauty and cosmetics. The European region is expected to grow at a CAGR of 5.1% during the forecast period, bolstered by the trend toward premium and specialty products. European consumers often prioritize quality and brand reputation, leading to a preference for well-established cosmetic brands. Moreover, the ongoing trend of clean and sustainable beauty products has prompted many companies to innovate and introduce organic and mineral-based eyeliners to the market, meeting the demands of environmentally conscious consumers. As beauty trends evolve, this region remains a key player in the eyeliner market.

Opportunities

The eyeliner market is ripe with opportunities, especially with the increasing emphasis on digital marketing and e-commerce. As more consumers turn to online shopping for cosmetics, brands can leverage this trend by enhancing their online presence and offering exclusive products on e-commerce platforms. The rise of social media influencers and beauty bloggers also presents an opportunity for brands to collaborate, creating targeted marketing campaigns that resonate with younger audiences. By utilizing platforms like Instagram and TikTok for product launches and promotions, companies can significantly boost their visibility and sales. Additionally, the global shift towards clean beauty offers brands the chance to innovate and expand their product lines to include organic and sustainable eyeliners, appealing to the growing demographic of eco-conscious consumers, thus positioning themselves favorably in the market.

Another emerging opportunity lies in the customization of products to meet individual consumer preferences. Personalized beauty products are becoming increasingly popular, with consumers seeking formulations tailored to their specific needs and skin types. Brands that offer customizable eyeliners, allowing users to select shades, textures, and finishes, could capitalize on this growing trend. Furthermore, the introduction of smart beauty technologies, such as augmented reality (AR) applications that allow users to virtually try on different eyeliner styles, presents a unique opportunity for brands to engage consumers in an innovative way. By investing in technology and offering personalized experiences, companies can differentiate themselves in a crowded market and attract a loyal customer base.

Threats

Despite the numerous opportunities in the eyeliner market, several threats could pose challenges to growth. One of the most significant threats is the intense competition among established brands and new entrants. The rapid pace of innovation in the cosmetic industry means that brands must continuously develop new and improved products to stay relevant. Failure to keep up with trends can lead to loss of market share, especially as consumers are increasingly inclined to switch brands for better quality or more appealing offerings. Moreover, the rise of counterfeit products in the beauty industry can undermine legitimate brands, leading to potential reputational damage and lost sales as consumers gravitate toward cheaper imitations.

Another factor that can restrain the market is the growing trend of minimalism in beauty routines, particularly among younger generations who prioritize skincare over makeup. This shift could lead to a decline in eyeliner usage as consumers opt for a more natural look. Additionally, economic fluctuations and changes in consumer spending behaviors can impact the cosmetics market. During economic downturns, consumers may reduce discretionary spending on beauty products, leading to a decline in eyeliner sales. Brands must therefore remain vigilant and adaptable, continuously assessing market trends and consumer preferences to mitigate these threats effectively.

Competitor Outlook

• Maybelline New York
• L'Or├®al Paris
• Revlon
• MAC Cosmetics
• Urban Decay
• Clinique
• NYX Professional Makeup
• Stila Cosmetics
• Bobbi Brown
• Too Faced
• Rimmel London
• Sephora Collection
• Chanel
• Dior
• Benefit Cosmetics

The competitive landscape of the eyeliner market is characterized by a blend of established players and emerging brands, each vying for market share through innovative products and strategic marketing efforts. Major companies have invested heavily in research and development to create a wide range of formulations that cater to different consumer preferences, including long-lasting, waterproof, and organic options. The emphasis on high-quality ingredients and sustainable practices is also becoming a focal point for many brands, as consumers increasingly prioritize products that are both effective and environmentally friendly. The competition is not solely product-based; marketing strategies leveraging social media influencers and engaging content are crucial for capturing the attention of beauty enthusiasts, especially the younger demographic.

Among the key players, Maybelline New York stands out for its diverse product range and strong brand reputation. Known for its affordability and accessibility, Maybelline consistently launches innovative products that resonate with a broad audience. Their liquid eyeliners, particularly the "Hyper Easy" line, have gained popularity for their user-friendly application and impressive longevity. Similarly, L'Or├®al Paris continues to lead the market by offering premium quality eyeliners across various product types while maintaining a commitment to inclusivity and diversity in its marketing campaigns. The brand's focus on sustainability has also led to introducing eco-friendly packaging, appealing to the environmentally conscious consumer.

Urban Decay is another prominent player that has carved a niche for itself in the eyeliner market with its bold and edgy branding. The brand is known for its high-performance eyeliners, such as the "24/7 Glide-On" series, which offers a range of vibrant colors and long-lasting wear. Meanwhile, MAC Cosmetics has established itself as a go-to brand for professional makeup artists, thanks to its extensive range of eyeliners that cater to creative looks. Their commitment to quality and performance has solidified their position in the professional segment. On the other hand, emerging brands like NYX Professional Makeup are gaining traction by offering trendy and affordable products that appeal to the millennial and Gen Z markets, further intensifying competition in this space.