Eyeliner Market Size, Share, and Industry Analysis, By Product (Liquid, Powder, Wax, Kohl, and Gel), By Price Range (Premium, Economy, and Low), By Distribution Channel (Hypermarkets & Supermarkets, convenience stores, Online Retail, and Others), and Regional Forecast, 2024 – 2032

Eyeliner is a makeup product that is used to define the eyes and to create a variety of aesthetic effects around the contours of the eyes. This cosmetic typically helps express the eye or create the appearance of a wider or smaller eye as well as to draw attention to specific features of the eyes. With a tight line at the waterline or winged eyeliner, this beauty product can be placed in various parts of the eye to enhance different looks. The eyeliners are available in a variety of forms such as powder, liquid, gel, was kohl, and others with a variety of shades from the traditional black, brown, and grey to now more vibrant shades including bright primary colors, frosty silvers, and golds, pastels, white, and even glitter-flecked colors.

The increasing usage of makeup and cosmetic products fuels the demand for eyeliner. With rising disposable income, growing awareness, easy accessibility to new products, and the emergence of e-commerce beauty sites, the beauty industry has witnessed a strong evolution. The beauty industry is defying gravity, as makeup products, in the real sense, are registering exponential growth. Growing consciousness about one’s looks and an increase in spending power are propelling the demand for eyeliner market. Grooming, look-good, and feel-good trends are blooming all over the world, with women at the epicenter of the cosmetics industry, supplementing market expansion.

Furthermore, the rise in the number of working women professionals, along with an increasing number of male consumers opting for fashionable eye-beautifying products, boosts market growth. Additionally, the tremendous growth of modern organized retail channels, including department/convenience stores, supermarkets/hypermarkets, specialty store chains, and shopping malls, and a highly competitive e-commerce market for cosmetic brands are supplementing the growth of the market.

Moreover, the emerging fashion and glamour industry is amplifying the demand for makeup products such as eyeliner among millennials who are conscious about their appearance and are willing to alter their appearance. In addition, social media has a strong influence on Gen Z and millennials, with attractive product promotions showcasing newer trends.

Several leading market players are focusing on new product launches and introducing innovation in the product category. For instance, in January 2020, Nykaa, an Indian beauty, fashion, and wellness products e-commerce company, launched the Nykaa Wing in a blink eyeliner pen, which comes with an inbuilt wing shape stamp that helps in achieving the perfect winged look.

The emergence of coronavirus in the first half of 2020 across the globe negatively impacted the market as several countries imposed strict shelter-in-place rules to curb virus spread. The COVID-19 pandemic plunged the growth of the beauty & cosmetic industry due to a sharp decline in the demand for cosmetic products and widespread store closures. Additionally, purchasing power dramatically changed across the beauty and personal care space owing to the lockdown, international travel bans, and retail business closures, which resulted in the fall of sales across many beauty segments, including eyeliners.

Segmentation

Key Insights

The report encompasses the following essential insights:

• Parent/related market overview


• Eyeliner market SWOT analysis


• Supply Chain Analysis


• Recent Technological Advancements

Analysis by Product

The market is segmented into powder, liquid, wax, kohl, and gel based on the product. The liquid-based eyeliner segment dominates the market owing to the wide adoption of the product and features offered, such as vivid colors, little clumping, accessibility to waterproof varieties, and simplicity in removal.

The gel segment is expected to grow fastest through the forecast period. The smudge-proof nature of the product increases product demand from consumers seeking eye makeup products that last for a longer period, thereby attributing to the significant growth of the segment.

Analysis by Price Range

The market is segmented into premium, economy, and low based on the price range. The economy range segment held the largest market share to rising spending power and increasing disposable income. Besides, continuous product innovation and new product launches by manufacturers to target middle-category audiences support market growth.

Meanwhile, premium eyeliners made with natural or vegan ingredients with special features such as a precision applicator, long-lasting formula, or one-of-a-kind pigmentation are garnering attention. These products are marketed at a higher price point to fulfill consumers’ quest for the highest quality, which in turn is expected to augment premium segment growth.

Analysis by Distribution Channel

The market is segmented into hypermarkets & supermarkets, convenience stores, online retail, and others based on the distribution channel. The hypermarkets & supermarkets segment accounted for the leading position in the coming years due to the wide availability and easy accessibility of products, including exclusive collections and improved customer experience with personalized services. On the other hand, the online retail segment is anticipated to flourish at the highest CAGR over the forecasted years due to the rapid penetration of e-commerce channels and the growing emphasis of manufacturers on expanding digital platforms and online sales.

Regional Analysis

The eyeliner market is segmented by geography into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific is expected to hold the largest market share during the forecast period owing to the strong presence of eyeliner manufacturers, especially in emerging economies such as China and India. Moreover, the growing disposable income and ever-increasing millennial interest in beauty & cosmetic products consolidates market growth in the Asia Pacific region.

Besides, rising demand for green and vegan products and awareness regarding their lower side effects in the region is further supporting the demand for naturally & organically derived products. According to the report, ‘Cosmetics industry, an analysis of marketing & mass Communication Strategies,’ published in 2022 by the University of Padua, nearly 70% of the cosmetic consumers in China & India showed a positive response in preferring to buy green cosmetics products. For instance, in October 2023, Organic Harvest, an Indian-certified organic skincare and hair care company, entered the cosmetic category with the launch of a new makeup line, offering toxin-free and cruelty-free formulations. The company has launched a total of 6 new product categories, including matte liquid lipstick in 8 shades, matte lipstick in 12 shades, matte compact in 3 shades, BB cream in 3 shades, and kohl and liquid eyeliner made with natural ingredients.

Europe is expected to grow significantly throughout the forecast period owing to the growing consumer trend of preferring color cosmetic products and premium makeup items in the region, which has pushed the eyeliner market growth. Additionally, the resurgence of emo music and subculture, with guys lining their eyes in unique styles, is further propelling the demand for eyeliners in the region.

Key Players Covered

The report includes the profiles of various key players, including Kao Corporation L’Oreal S.A., Chanel S.A., The Estée Lauder Companies Inc., Beauty Products Pvt Ltd., Christian Dior SE, Shiseido Co. Ltd, Mary Kay Inc., Amorepacific Corporation, Iredale Mineral Cosmetics Ltd., Sisley Paris, Flamingo Beauty Supply, and Markwins Beauty Brands, Inc.

Key Industry Developments

• April 2024: Mecca, Australia’s home-grown beauty brand, launched the new Mecca Max Zoom Zip Liner Liquid Eyeliner. This new product range can deliver a pigmented, fast-paced, and precise graphic look with every application. Also, the benefit of this liquid eyeliner is that the application is much smoother and can help create much sharper lines, giving flexibility to achieve graphic shapes that last longer.


• November 2022: Neal’s Yard Remedies, U.K.’s organic and vegan skincare brand, expanded its footprint in India by launching its first exclusive brand store at DLF Promenade, Vasant Kunj, New Delhi. This UK’s first certified organic health and beauty brand has over 316 stores globally and has helped to ban plastic microbeads. Neal’s Yard Remedies is known for its natural and sustainable products, which are made from ethically sourced herbs, botanicals, and essential oils.


• October 2022: Elitty, India’s first teen beauty brand, revealed its range of exclusive colored pop liners featuring metallic and matte ranges. These teen-oriented, one-of-a-kind colored eyeliners are available in 10 highly pigmented shades, helping achieve different appearances and varying moods.