Waterproof Eyeliner Market Outlook

The global waterproof eyeliner market is projected to reach approximately USD 1.5 billion by 2035, growing at a compound annual growth rate (CAGR) of around 6.5% from 2025 to 2035. This growth can be attributed to several factors including the increasing demand for long-lasting makeup products, the rise in beauty consciousness among consumers, and the expansion of e-commerce platforms that provide easy access to a variety of beauty products. Additionally, the growing influence of social media platforms and beauty influencers has led to a surge in the popularity of waterproof eyeliners, as consumers seek products that can withstand various environmental conditions while maintaining a flawless appearance. Furthermore, innovations in formulation technology have enhanced the staying power and smooth application of these products, appealing to a broad demographic of users.

Growth Factor of the Market

Several key factors are driving the growth of the waterproof eyeliner market. Firstly, the increasing trend of fitness and outdoor activities has prompted consumers to seek makeup products that can endure sweat and humidity, leading to a rising preference for waterproof formulations. Secondly, a significant increase in the number of working women globally has resulted in a greater emphasis on long-lasting makeup that withstands the demands of daily routines. Thirdly, the beauty industry's continuous innovation in product formulations to improve durability and ease of application has attracted consumers to waterproof eyeliners. Additionally, a growing awareness of skin safety and the demand for hypoallergenic products have led brands to invest in high-quality ingredients, further stimulating market growth. Lastly, the cultural shift towards self-expression through makeup has seen waterproof eyeliners being used not just for functionality but for artistic purposes, appealing to a diverse customer base.

Key Highlights of the Market

• The waterproof eyeliner market is expected to exhibit a CAGR of 6.5% between 2025 and 2035.
• Asia Pacific is anticipated to be the fastest-growing region, driven by rising consumer spending on beauty products.
• Liquid eyeliners dominate the product type segment, favored for their intense pigmentation and longevity.
• Online retail channels are becoming increasingly popular, facilitating ease of access and convenience for consumers.
• Innovation in formulations focusing on skin-friendly ingredients and sustainable packaging is gaining traction among consumers.

By Product Type

Pencil Eyeliner:

Pencil eyeliners are one of the traditional forms of eyeliners that have maintained their popularity due to their ease of use and portability. They are available in various formulations, including waterproof versions that provide long-lasting wear without smudging. Pencil eyeliners typically come in two varieties: wooden pencils that require sharpening and twist-up pencils that offer convenience. The growing trend of personalized beauty products has also led to the development of pencil eyeliners in a wider range of shades and finishes, appealing to a diverse customer base. Moreover, advancements in formula technology have resulted in pencil eyeliners that glide on smoothly, reducing tugging on the delicate skin around the eyes.

Liquid Eyeliner:

Liquid eyeliners have gained immense popularity due to their versatility and ability to create precise lines that can range from subtle to dramatic. They are favored for their intense pigmentation and long-lasting formulas that often include waterproof properties, making them ideal for all-day wear. The applicators typically feature a fine brush or felt tip that allows for detailed application, which appeals to makeup enthusiasts looking for precision. The liquid eyeliner segment has been bolstered by innovative packaging designs that enhance user experience, making them easy to use for both amateurs and professionals. Furthermore, the constant introduction of new colors and finishes, such as matte and metallics, has captivated consumers, propelling the growth of this segment.

Gel Eyeliner:

Gel eyeliners have emerged as a popular alternative to traditional liquid and pencil eyeliners, known for their creamy texture and impeccable staying power. They typically come in pots or tubs and are applied using a brush, allowing for versatile application styles that can be tailored to individual preferences. Gel eyeliners offer the richness of liquid formulations while providing the ease of application found in pencil products. Their waterproof variants are particularly appealing to consumers who desire long-lasting results without the fear of smudging or fading throughout the day. The gel eyeliner segment is expected to continue growing as brands develop unique formulations that include nourishing ingredients and offer greater color payoff while maintaining a smooth application.

Powder Eyeliner:

Powder eyeliners, while less common, offer a unique alternative for consumers seeking a softer, more blended look. These products typically come in a compact form and can be applied wet or dry, depending on the desired intensity and finish. The versatility of powder eyeliners allows them to be used for various makeup styles, from subtle day looks to bold evening aesthetics. Additionally, the demand for natural and organic makeup products has led to the formulation of powder eyeliners that use skin-friendly ingredients, appealing to health-conscious consumers. As the market shifts toward more multifunctional products, powder eyeliners that can be used for both eyeliner and eyeshadow are likely to see increased popularity.

Pen Eyeliner:

Pen eyeliners combine the precision of liquid formulations with the convenience of traditional pencils, making them a favorite among both makeup novices and professionals. These products typically feature a felt-tip applicator that allows for easy, controlled application, which is particularly beneficial for creating winged eyeliner looks. The waterproof versions of pen eyeliners offer exceptional staying power, allowing them to withstand various environmental conditions. The pen eyeliner segment is experiencing growth due to the convenience they provide, as many consumers prefer products that can be easily carried in their bags for on-the-go touch-ups. Manufacturers are also capitalizing on this trend by developing pens with varying nib sizes to cater to different application styles and preferences.

By Application

Personal Use:

The personal use segment is the largest in the waterproof eyeliner market, driven by consumersÔÇÖ increasing interest in beauty and self-expression. As more individuals incorporate makeup into their daily routines, the demand for high-quality waterproof eyeliners that can endure long hours of wear has surged. This segment is not limited to just casual users but also includes makeup enthusiasts who seek versatile products that can be used for a variety of looks, from everyday wear to special occasions. The rise of beauty influencers and tutorials on social media platforms has also contributed to the growing interest among individuals in experimenting with different eyeliner styles, thereby expanding the market for personal use products. Manufacturers are responding by launching a diverse range of waterproof eyeliners tailored to meet the unique preferences and needs of consumers.

Professional Use:

The professional use segment encompasses makeup artists and professionals who require reliable, high-performance products that withstand the rigors of photo shoots, events, and live performances. Waterproof eyeliners are essential tools in this segment due to their ability to provide enduring looks that last throughout long hours and varying conditions. Professionals often seek eyeliners that offer intense pigmentation, smooth application, and various finishes to cater to different client needs and artistic visions. Additionally, the professional segment is increasingly focused on products that are safe for a variety of skin types, including sensitive skin. The growing trend of on-location makeup services and bridal makeup has further propelled the demand for waterproof eyeliners among professionals in the beauty industry.

By Distribution Channel

Online Stores:

Online stores have become a dominant distribution channel for waterproof eyeliners, driven by the convenience of shopping from home and the ability to browse a wide range of products. The rise of e-commerce platforms has revolutionized the way consumers discover and purchase beauty products, with many brands establishing their online presence to cater to this growing demand. Online retailers often provide detailed product descriptions, user reviews, and tutorials, which greatly aid consumers in making informed purchasing decisions. Moreover, the availability of exclusive online promotions and discounts has encouraged more consumers to opt for online shopping. As mobile shopping continues to gain traction, brands are focusing on enhancing their online experience to attract and retain customers in this competitive segment.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets remain significant distribution channels for waterproof eyeliners, particularly for consumers who prefer the in-store shopping experience. These establishments provide consumers with the opportunity to see and test products before purchasing, which is particularly appealing in the beauty sector where texture and finish are crucial. The presence of well-known beauty brands in these retail locations draws foot traffic and offers convenience for shoppers looking to make quick purchases alongside groceries and household items. Additionally, supermarkets are increasingly dedicating sections of their stores to beauty products, allowing consumers to access a wider range of waterproof eyeliners and other cosmetics. Promotions and discounts in these retail environments often boost sales, appealing to budget-conscious consumers.

Specialty Stores:

Specialty stores that focus on beauty and cosmetics provide a curated selection of waterproof eyeliners, appealing to consumers seeking expert advice and personalized service. These establishments often carry a wide variety of brands and formulations, catering to niche markets and specific customer preferences. Knowledgeable staff in specialty stores can offer recommendations and demonstrations, enhancing the shopping experience for customers looking for specific products. The growing trend of clean and cruelty-free beauty has also led many specialty stores to focus on stocking products that align with these values, influencing consumer purchasing decisions. As the demand for high-quality, unique beauty products continues to grow, specialty stores are well-positioned to capture a significant share of the waterproof eyeliner market.

Drugstores:

Drugstores are a vital distribution channel for waterproof eyeliners, offering consumers affordable options in a convenient setting. These outlets typically feature a range of drugstore brands known for their quality and value, making them accessible to a broad demographic. The strategic placement of beauty products within drugstores encourages impulse purchases, particularly among consumers who may not have initially set out to buy eyeliner. Additionally, drugstores often run promotions and loyalty programs that incentivize repeat purchases, bolstering customer loyalty in this segment. As health-conscious consumers increasingly seek products with safe ingredients, many drugstores are expanding their selections to include clean beauty brands, further enhancing their appeal.

Others:

This segment encompasses various alternative distribution channels for waterproof eyeliners, such as beauty salons, spas, and direct sales. These channels cater to a specific clientele looking for personalized shopping experiences and professional recommendations. Beauty salons and spas often offer exclusive brands and products not readily available in traditional retail outlets, attracting consumers interested in high-end options. Direct sales, often conducted through beauty consultants, provide personalized consultations that help consumers find the right products for their individual needs. As the demand for personalized beauty solutions grows, these channels have the potential to significantly impact the waterproof eyeliner market by offering unique products and tailored customer service.

By Ingredient Type

Waterproof Formulation:

The waterproof formulation segment is a cornerstone of the waterproof eyeliner market, as it defines the key characteristic that consumers seek in these products. Formulated with specific ingredients that resist water, sweat, and humidity, waterproof eyeliners provide consumers with confidence in their makeup's longevity throughout various conditions. Brands are continually innovating to improve the formula, ensuring that it remains comfortable on the skin while providing maximum staying power. This segment is essential for creating eyeliners that can withstand all-day wear without smudging or fading, making it a priority for both manufacturers and consumers alike.

Pigments:

The pigments used in waterproof eyeliners are crucial in determining the color payoff and overall performance of the product. High-quality pigments ensure that the eyeliner applies smoothly and delivers intense, rich color in a single stroke. As consumers increasingly seek vibrant and diverse color options for their eyeliners, manufacturers are investing in advanced pigmentation technologies that provide long-lasting hues without compromising on texture. The demand for diverse shades, including bold colors and soft pastels, has propelled the growth of this segment, leading to greater experimentation and creativity in makeup application.

Emollients:

Emollients are essential ingredients in waterproof eyeliners that contribute to the product's texture, application, and overall feel on the skin. These ingredients help create a smooth consistency that glides on effortlessly, reducing tugging during application, which is especially important for the delicate eye area. Additionally, emollients work to maintain the hydration and flexibility of the eyeliner formulation, ensuring it remains comfortable for extended wear. As consumers place greater emphasis on skin-friendly products, the inclusion of high-quality emollients has become a selling point for many brands, enhancing their appeal among those with sensitive skin.

Preservatives:

Preservatives play a vital role in maintaining the integrity and safety of waterproof eyeliners by preventing microbial growth and extending the productÔÇÖs shelf life. The use of safe and effective preservatives is particularly important in cosmetics, as they directly impact consumer confidence in product safety. As the clean beauty trend continues to influence consumer preferences, many brands are exploring alternative preservatives that are less harsh and more natural. This shift not only addresses safety concerns but also aligns with the growing demand for eco-friendly and sustainable beauty products, providing a competitive edge in the market.

Others:

This segment includes various other ingredient types that may contribute to the formulation of waterproof eyeliners. These can include thickeners, stabilizers, and various natural extracts that enhance the overall performance and appeal of the product. As brands strive to differentiate their products in a saturated market, the inclusion of unique ingredients can serve as a selling point, catering to consumersÔÇÖ desires for innovative and multifunctional beauty solutions. Moreover, the rise of consumer interest in natural and organic ingredients has prompted many manufacturers to explore new formulations that utilize plant-based components, further expanding this segment's potential.

By Region

The regional analysis of the waterproof eyeliner market reveals distinct trends and opportunities across various geographies. North America is currently the largest market, accounting for approximately 35% of the global market share, driven by high consumer awareness of beauty products and a robust presence of leading cosmetic brands. The region's market is projected to grow at a CAGR of 5.8% from 2025 to 2035, facilitated by rising disposable income and an increasing number of beauty product launches targeting diverse consumer preferences. The popularity of social media influencers and beauty tutorials has also played a pivotal role in boosting the demand for waterproof eyeliners in this region.

Meanwhile, the Asia Pacific region is expected to exhibit the highest growth rate during the forecast period, with a projected CAGR of 7.2%. This growth is primarily attributed to the rising population of urban consumers, increasing interest in beauty and grooming, and the proliferation of e-commerce channels. Countries like China, India, and Japan are leading the charge, as younger consumers increasingly seek innovative and high-quality makeup products. The growth in disposable income coupled with a growing emphasis on personal grooming further supports the expanding demand for waterproof eyeliners in this dynamic market. Collectively, regions like Europe and Latin America are also expected to contribute to market growth, driven by evolving consumer preferences and expanding retail networks.

Opportunities

The waterproof eyeliner market presents numerous opportunities for growth and expansion, particularly in the realm of product innovation. As consumers become increasingly aware of the importance of ingredient quality and sustainability, brands have the opportunity to develop formulations that cater to this trend. By incorporating natural and organic ingredients, brands can appeal to environmentally conscious consumers who are willing to invest in high-quality, eco-friendly products. Additionally, the demand for multifunctional products, such as eyeliners that double as eyeshadows or that offer skincare benefits, provides a unique avenue for product development. These innovations can help brands differentiate themselves in a competitive market, capturing the interest of consumers looking for versatile beauty solutions.

Moreover, as e-commerce continues to grow, brands have the opportunity to increase their market reach by enhancing their online presence and engaging with consumers through digital marketing strategies. Investing in user-friendly online shopping experiences, personalized recommendations, and interactive content can significantly boost sales in the online segment. Social media platforms, particularly Instagram and TikTok, offer effective avenues for brands to showcase their products, engage with consumers, and build brand loyalty. Through collaborations with beauty influencers and targeted advertising campaigns, brands can effectively reach a wider audience and tap into emerging consumer markets, thus driving sustained growth in the waterproof eyeliner market.

Threats

Despite the promising growth prospects, the waterproof eyeliner market faces several threats that could hinder its expansion. One significant threat is the increasing competition from both established brands and new entrants, leading to market saturation. As more players enter the market, the competition to capture consumer attention becomes more intense, often resulting in price wars that can erode profit margins for companies. Furthermore, the rapid pace of changing consumer preferences and trends in the beauty industry poses a challenge for brands to keep up with the evolving landscape. Failing to innovate or adapt to these changes can lead to a loss of market share, particularly among younger consumers who are more inclined to experiment with new products and trends.

Another critical threat to the waterproof eyeliner market is the increasing awareness of ingredient safety and potential allergens. As consumers become more educated about cosmetic ingredients, there is a growing demand for transparency and clean beauty options. Brands that do not prioritize safe, high-quality ingredients may find themselves facing backlash and loss of consumer trust. The regulatory environment concerning cosmetic products is also becoming more stringent, with increasing scrutiny on ingredient sourcing and testing. This evolution could pose challenges for brands, especially smaller ones, that may struggle to comply with new regulations or invest in safer alternative ingredients.

Competitor Outlook

• Maybelline New York
• Revlon Inc.
• MAC Cosmetics
• L'Oreal Paris
• Clinique
• Urban Decay
• Stila Cosmetics
• Bobbi Brown Cosmetics
• NARS Cosmetics
• Too Faced Cosmetics
• Lancome
• Benefit Cosmetics
• smashbox
• Eyeko
• e.l.f. Cosmetics

The competitive landscape of the waterproof eyeliner market is characterized by a mix of established brands and newer entrants striving for market share. Leading cosmetic companies such as Maybelline New York and L'Oreal Paris have successfully capitalized on their extensive distribution networks and brand recognition to maintain their dominance in the market. These companies continually invest in research and development to innovate their product offerings, focusing on enhancing the formulations of waterproof eyeliners to meet the evolving preferences of consumers. Furthermore, effective marketing campaigns and collaborations with beauty influencers have played a pivotal role in building brand loyalty and attracting new customers.

Emerging brands are also making their mark in the waterproof eyeliner market by introducing niche products that cater to specific consumer needs. For instance, brands like Eyeko focus on eco-friendly and cruelty-free formulations, targeting consumers who prioritize sustainable beauty options. Additionally, brands such as Urban Decay and Stila Cosmetics are popular among makeup enthusiasts due to their vibrant colors and versatile product offerings, expanding their consumer base. This diversity in the competitive landscape encourages innovation and drives brands to continuously improve their products, creating a dynamic market environment.

As the waterproof eyeliner market continues to evolve, companies are exploring strategic partnerships, acquisitions, and collaborations to expand their product portfolios and market reach. By leveraging technology to enhance consumer engagement and utilizing data analytics to understand market trends, brands can better position themselves in a highly competitive landscape. The focus on inclusive beauty and the rise of clean beauty trends are likely to shape the industry further, compelling both established and emerging brands to adapt their strategies to meet changing consumer expectations. Overall, the competitive landscape remains vibrant, with numerous opportunities for brands to innovate and capture market share in the growing waterproof eyeliner segment.