Eyeliners Market Size, Share, Growth, and Industry Analysis, By Types (Liquid Eyeliner, Powder-based Eye Pencil, Wax-based Eye Pencils, Kohl Eyeliner, Gel Eyeiner), By Applications Covered (Women, Males for Purpose Like Fashion, Girls), Regional Insights and Forecast to 2033

Eyeliners Market Size

The eyeliners market was valued at USD 4038.28 million in 2024 and is projected to grow from USD 4127.13 million in 2025 to USD 4912.01 million by 2033. This growth represents a CAGR of 2.2% during the forecast period from 2025 to 2033. The market's expansion is attributed to increasing demand for innovative and high-performance eyeliner products, coupled with the rising popularity of beauty and skincare trends worldwide. Consumers are looking for products that not only enhance their appearance but also offer longevity and skin benefits, which is driving market growth.

The global eyeliners market is expanding rapidly, driven by a wide variety of product types and applications. Liquid eyeliners, powder-based eye pencils, wax-based eye pencils, kohl eyeliners, and gel eyeliners cater to different consumer needs. Women remain the largest consumer group, followed by fashion-conscious males and young girls. The market's expansion is largely attributed to the growing demand in emerging economies, particularly in regions like Asia Pacific, which holds the highest growth potential. With increasing disposable incomes, demand for cosmetic products like eyeliners is poised to continue its upward trajectory.

Eyeliners Market Trends

The global eyeliner market is projected to witness consistent growth, fueled by diverse product offerings. Liquid eyeliners are expected to hold the largest market share, with more than 35% of the market share in 2023. Gel eyeliners are also gaining traction, accounting for roughly 28% of the market due to their smudge-proof characteristics. Powder-based eye pencils make up 15%, while wax-based pencils and kohl eyeliners represent 12% and 10%, respectively. Applications for women dominate the market, comprising over 50% of total demand, driven by fashion trends and a growing preference for cosmetic enhancements. Males for fashion purposes are gaining ground, contributing to approximately 18%, while the demand among girls, mainly for basic products, accounts for 14%. Regionally, Asia Pacific leads, with a market share of 40%, followed by North America at 30% and Europe at 25%. The Middle East and Africa are emerging markets with increasing adoption rates of cosmetic products.

Eyeliners Market Dynamics

The growth of the eyeliners market is driven by several dynamic factors that influence both demand and production. Consumer preferences are shifting towards long-lasting and high-quality products. Liquid eyeliners lead the market, with more than 35% of the demand, due to their ease of use and durable formulas. Gel eyeliners are also growing in popularity, contributing to approximately 28% of the market, as consumers prefer smudge-proof and waterproof options. Fashion-conscious males are an emerging consumer segment, contributing to around 18% of the market share. Regionally, the Asia Pacific market is expanding the fastest, with growth attributed to rising disposable incomes and the increasing popularity of beauty products, especially in countries like China and India, where the cosmetic market share is growing at an accelerated pace.

Drivers of Market Growth

"Rising Demand for High-Quality Eyeliners"

The demand for high-quality, long-lasting eyeliners continues to rise. Consumers are increasingly prioritizing durability and smudge-proof features in their eyeliners, which has led to the development of premium products. Products with water-resistant and smudge-proof properties are becoming highly sought after, driving a major portion of market growth. This shift in consumer preferences is evident, with premium eyeliner sales growing by more than 30% in recent years, contributing significantly to the overall market expansion.

Market Restraints

"Availability of Counterfeit Products"

The growth of counterfeit eyeliners is a major restraint in the market. These counterfeit products are sold at lower prices, often compromising quality and safety. The prevalence of fake cosmetics impacts approximately 12% of the market, as counterfeit items may lead consumers to choose cheaper, unregulated alternatives instead of established brands. This not only harms the revenue of legitimate companies but also creates safety concerns for consumers due to the use of unapproved chemicals in counterfeit products.

Market Opportunities

"Growth in Emerging Economies"

Emerging economies, particularly in Asia Pacific, present significant opportunities for the eyeliners market. With rising disposable incomes and a growing interest in beauty products, countries like India and China are witnessing increased demand for eyeliners. The market is also seeing a rise in beauty awareness, especially among younger consumers. In these regions, the consumer base for cosmetics, including eyeliners, is expected to grow by approximately 35%, providing ample growth potential for market players in the coming years.

Market Challenges

"Intense Competition and Brand Saturation"

The eyeliner market faces significant challenges due to intense competition among existing and emerging brands. Established companies dominate a large portion of the market, and new entrants often struggle to gain a foothold. The market is saturated with a variety of products, leading to high competition, which has made it increasingly difficult for smaller brands to differentiate themselves. This intense competition affects around 15% of new market entrants, making it challenging to achieve market share without significant investment in marketing and innovation.

Segmentation Analysis

The eyeliners market is segmented based on product types and applications, each catering to different consumer needs. The types of eyeliners include liquid, powder-based eye pencils, wax-based eye pencils, kohl eyeliners, and gel eyeliners. Each type offers unique benefits, such as ease of application, durability, and pigmentation, which appeal to different consumer segments. In terms of applications, the market is divided into products targeted at women, males for fashion purposes, and girls, each segment contributing differently to the overall market demand. The preferences within these segments are influenced by factors like fashion trends, beauty routines, and cultural shifts, driving innovation in the product offerings.

By Type

• Liquid Eyeliner: Liquid eyeliners are the most widely used and dominate the market due to their ease of use and long-lasting effects. In 2023, liquid eyeliners accounted for approximately 35% of the total market share. Their popularity is largely attributed to their precision and ability to create defined, bold lines that last throughout the day. Consumers often prefer liquid eyeliners for their quick-drying formulas and versatility, whether for everyday use or special occasions. The continuous demand for liquid eyeliners is supported by growing beauty trends and influencer endorsements on social media.

• Powder-based Eye Pencil: Powder-based eye pencils have a significant portion of the market, making up around 15% of the total share. These eyeliners are favored for their soft and smooth application, which allows users to achieve a more natural, blended look. They are also more suitable for people with sensitive eyes due to their gentle formulas. Powder-based eye pencils are often preferred for their ease of blending and ability to create smokey eye effects. Despite being less durable than other types, their popularity remains strong, especially among consumers who prefer a subtle look.

• Wax-based Eye Pencils: Wax-based eye pencils contribute approximately 12% of the market share. They are known for their rich pigmentation and ability to provide smooth, precise lines. These eyeliners are more durable than powder-based pencils but offer a softer texture compared to gel or liquid variants. Wax-based pencils are often chosen by consumers looking for a traditional, easy-to-use product that delivers a bold yet natural finish. They are available in a wide variety of shades and are commonly used for daily makeup routines, making them a staple for many eyeliner users.

• Kohl Eyeliner: Kohl eyeliners hold a steady market share of around 10%, particularly popular in regions where traditional beauty rituals are strongly embedded, such as in South Asia and the Middle East. Known for their deep, rich black pigmentation, kohl eyeliners are favored for creating dramatic, bold looks. They are typically applied in the waterline to create a more intense and defined eye shape. Kohl products are highly sought after by consumers who appreciate the intensity and history behind the product, which contributes to its enduring appeal across different markets.

• Gel Eyeliner: Gel eyeliners account for roughly 28% of the eyeliner market. They offer the best of both worlds, combining the precision of a liquid eyeliner with the smooth application of a pencil. Gel eyeliners are often regarded as the most versatile type, as they can be applied with a brush for a more professional look or with the built-in applicator for convenience. These eyeliners are particularly popular for their smudge-proof formula, making them ideal for long-lasting wear. The growing demand for gel eyeliners is fueled by their popularity among consumers seeking products that provide both boldness and flexibility.

By Application

• Women: The women’s segment dominates the eyeliners market, representing more than 50% of total demand. Women are the primary consumers of eyeliners, using the product as part of their daily makeup routine for various looks, ranging from subtle to bold. The growing popularity of makeup tutorials and influencer recommendations has significantly contributed to the rising demand for diverse eyeliner types. Women in regions like North America, Europe, and Asia Pacific are the largest consumers, driven by both fashion trends and an increased focus on personal grooming and beauty.

• Males for Fashion Purposes: The market for male consumers is growing steadily, with men accounting for approximately 18% of the total eyeliner demand. Males are increasingly using eyeliners as part of their fashion and grooming routines, especially for events or media appearances. Social media platforms have played a crucial role in shifting cultural perceptions, making makeup more inclusive. The demand for eyeliners among males is particularly strong in urban areas where fashion trends are more widely adopted. The increased focus on male grooming is expected to continue driving this segment’s growth in the coming years.

• Girls: The market for eyeliners targeted at young girls represents around 14% of total demand. These products are usually formulated for sensitive skin and come in gentler formulas. The rise in interest from younger demographics is fueled by the growing beauty industry, where children are increasingly exposed to makeup through social media and entertainment. Eyeliners for girls are typically lighter in pigmentation and designed to create a more natural or subtle look. The demand in this segment is concentrated in markets where beauty trends begin at a younger age, such as in Western countries and parts of Asia.

Eyeliners Market Regional Outlook

The global eyeliner market shows distinct regional growth patterns, with different regions contributing to the overall market expansion. North America, Europe, and Asia Pacific hold the largest market shares, but emerging regions such as the Middle East & Africa are showing promising growth potential. Regional preferences for eyeliner products differ, with some regions favoring traditional and cultural products like kohl eyeliners, while others lean towards newer innovations such as gel or liquid eyeliners. As disposable incomes rise and consumer awareness increases, the market across various regions is set for continued growth.

North America

North America is a dominant region in the eyeliners market, holding approximately 30% of the global share. This is largely due to high consumer spending on cosmetics and a strong inclination towards premium products. The popularity of liquid and gel eyeliners in the U.S. and Canada has been driven by the increasing influence of beauty influencers and the rise in demand for high-quality, long-lasting makeup products. The region continues to show steady growth, supported by advancements in product innovation and a preference for cruelty-free and vegan eyeliner options.

Europe

Europe represents the second-largest market for eyeliners, accounting for around 25% of the global market share. The demand for eyeliners in Europe is driven by a strong culture of beauty and cosmetics, especially in countries like France, Italy, and the UK. Liquid eyeliners are particularly popular, as consumers prefer easy-to-apply, high-performance products. There is also significant demand for premium and organic eyeliner products, especially among environmentally-conscious consumers. Europe is expected to continue its steady growth as new product trends and innovations capture the interest of both older and younger demographics.

Asia-Pacific

Asia-Pacific is the fastest-growing region in the eyeliners market, holding about 40% of the global market share. This growth is largely driven by increasing disposable incomes, urbanization, and a growing interest in beauty products in countries like China, India, and Japan. Gel and liquid eyeliners are particularly popular due to their long-lasting properties and convenience. The demand for makeup products, including eyeliners, is expected to grow rapidly as more consumers in the region embrace beauty trends and experiment with different makeup styles. The Asia-Pacific market also benefits from the growing influence of beauty influencers and social media.

Middle East & Africa

The Middle East & Africa region represents a smaller portion of the global eyeliner market, but it is expected to grow significantly over the next few years. This region has a rich tradition of beauty products, with kohl eyeliners being particularly popular. However, with increasing access to global beauty trends, consumers are diversifying their preferences, turning to liquid and gel eyeliners for more versatile looks. The Middle East’s beauty market is growing as disposable incomes rise and consumers seek premium and innovative cosmetic products. As the region continues to modernize, the eyeliner market is poised for steady growth.

Key Eyeliners Market Companies Profiled

• L'Oréal
• Estee Lauder

Investment Analysis and Opportunities

The eyeliners market presents significant investment opportunities, with key areas such as product development and digital marketing drawing attention from investors. With the growing preference for premium and innovative products, liquid and gel eyeliners now account for about 35% of the total market, signaling high potential for investment. Additionally, a shift toward eco-friendly and cruelty-free products is expected to attract more investment, as these products hold around 18% of the market share. Rising disposable incomes in regions like Asia-Pacific, where eyeliner demand is growing by 20%, enhance prospects for investment. Millennials and Gen Z, who make up about 45% of consumers, are expected to drive the demand for trendy, high-performance makeup products. With online sales growing by 25%, the expansion of e-commerce platforms is also a key opportunity for investment, contributing significantly to market growth.

New Products Development

Product innovation in the eyeliners market continues to evolve, with new product launches accounting for approximately 40% of market growth. The introduction of liquid eyeliners with long-lasting, smudge-proof formulas has gained traction, holding around 30% of the market share in 2023. Another growing trend is the rise of sustainable eyeliners, with eco-friendly packaging products representing roughly 15% of the total market. Companies are also developing gel eyeliners with waterproof formulations, contributing to a 12% growth in demand in 2024. Furthermore, personalized products, including custom shades and limited-edition releases, now account for about 5% of the market. These innovations cater to a diverse consumer base, particularly younger demographics seeking unique and sustainable beauty solutions.

Five Recent Developments by Manufacturers in Eyeliners Market

• L'Oréal launched a new line of liquid eyeliners in 2023, targeting consumers in humid climates, with an estimated market share increase of 5% due to improved water resistance properties.
• Estee Lauder introduced a vegan eyeliner range in 2024, capturing a growing consumer base focused on sustainability, contributing to a 3% market share increase.
• Procter & Gamble released a gel eyeliner with enhanced pigment density in 2023, growing its market share by 4% with consumers valuing high-quality, long-lasting products.
• Shiseido expanded its gel eyeliner collection in 2023, featuring a waterproof formula that accounted for an additional 6% of the gel eyeliner market share.
• Revlon launched a new retractable pencil eyeliner in 2023, driving a 5% growth in the pencil eyeliner segment, particularly among younger consumers.

Report Coverage of Eyeliners Market

This report provides a comprehensive analysis of the eyeliners market, with a particular focus on market size, share, and growth across different product types such as liquid, powder-based, wax-based, kohl, and gel eyeliners, as well as application segments including women (50%), males for fashion (18%), and girls (14%). It offers regional insights for North America (30%), Europe (25%), Asia-Pacific (40%), and the Middle East & Africa (5%). The report examines the dynamics of these regions, emphasizing the factors driving growth and the opportunities in each. Key market players, such as L'Oréal, Estee Lauder, and Procter & Gamble, are profiled, with strategies outlined for maintaining a competitive advantage in a rapidly evolving market.