Eyeliner Market: Global Industry Analysis and Forecast (2024-2030)

  • The Eyeliner Market size was valued at USD 6.5 Bn. in 2023 and the total Eyeliner revenue is expected to grow at a CAGR of 4.4% from 2024 to 2030, reaching nearly USD 8.79 Bn. by 2030.

  • Format : PDF | Report ID : SMR_2126

Eyeliner Market Overview

The eyeliner is defined by its role in enhancing eye aesthetics through various cosmetic formulations like pencils, liquids, gels, and powders. Used primarily to define the eyelid's contour and create striking or subtle looks, eyeliner's applications extend from everyday makeup routines to professional settings in the fashion and entertainment industries. Its versatility allows for different styles and effects, ranging from classic black for bold definition to vibrant colors for artistic expression.


This diversity caters to a broad consumer base seeking both functional and aesthetic benefits. Industrial growth in the eyeliner market is driven by several key factors. Technological advancements continue to improve product formulations, offering features such as long-lasting wear, smudge resistance, and hypoallergenic properties of the eyeliner market. These innovations not only enhance consumer experience but also broaden market appeal across various demographics.


Rising disposable incomes, particularly in emerging economies, contribute to increased consumer spending on beauty products, including eyeliner. Moreover, effective marketing strategies leveraging digital platforms and expanding distribution networks enable brands to reach wider audiences globally. The eyeliner market's growth is fueled by consumer demand for product diversity and customization options. Brands are responding with a wide array of eyeliner types, shades, and applicator designs, catering to diverse preferences and makeup trends.


Additionally, the integration of advanced cosmetic technologies enhances product performance and application precision, reinforcing consumer satisfaction and loyalty. As the beauty industry continues to evolve, the eyeliner market remains poised for growth, driven by innovation, expanding consumer awareness, and the ongoing pursuit of enhanced eye makeup solutions.

Eyeliner Market


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Eyeliner Market Dynamics:

Revolutionizing Beauty Standards Inclusive Shade Ranges in Eyeliner Market Demand

The technological advancements in cosmetic formulations have significantly influenced market dynamics. For instance, the development of long-lasting and waterproof eyeliners by brands like Maybelline and L'Oréal has revolutionized consumer expectations, offering products that stay intact throughout the day, catering to busy lifestyles and humid climates. The increasing influence of social media and digital marketing strategies has expanded the reach and visibility of eyeliner products. Beauty influencers and makeup artists regularly showcase different eyeliner techniques and products on platforms like Instagram and YouTube, driving consumer interest and adoption.


Brands like NYX Cosmetics leverage these platforms effectively, engaging directly with their target audience and promoting new eyeliner launches to create buzz and drive sales. Another driving factor is the trend towards personalized beauty experiences. Companies like Fenty Beauty by Rihanna have disrupted the market with inclusive shade ranges and innovative product designs, including eyeliner pens with precise applicators that appeal to makeup enthusiasts seeking professional results at home. This customization trend extends to eco-friendly and vegan eyeliner options, reflecting growing consumer awareness and preferences for sustainable beauty practices.


Furthermore, the expansion of retail channels both online and offline has facilitated easier access to a wider range of eyeliner products. Established brands like MAC Cosmetics and emerging indie brands like ColourPop have capitalized on this trend by enhancing their distribution networks and offering exclusive product lines through partnerships with major retailers like Sephora and Ulta Beauty which drives the Eyeliner Market analysis trend.


Fluctuating Raw Material Costs Restrains the Eyeliner Market Growth

The stringent regulatory environment governing cosmetic products globally. Regulations regarding ingredient safety, product labeling, and testing can create barriers to market entry and expansion for new and existing eyeliner brands. For instance, the European Union's Cosmetic Regulation (EC) No 1223/2009 mandates strict compliance with safety standards and prohibits certain ingredients, posing challenges for brands aiming to penetrate or maintain market presence in the EU. Another restraint is the competitive landscape characterized by the presence of established brands with strong market footholds. Companies like L'Oréal and Estée Lauder dominate market share through extensive product lines and global distribution networks.


This competitive intensity limits opportunities for smaller or newer entrants to gain significant market traction unless they offer unique value propositions or niche products. Economic factors such as fluctuating raw material costs also pose challenges to eyeliner manufacturers. For example, price volatility in pigment ingredients can impact production costs and profit margins, affecting pricing strategies and profitability in a competitive market environment. Consumer trends and preferences towards natural and sustainable beauty products further constrain the eyeliner market.


Increasing awareness of environmental issues and preferences for cruelty-free and vegan cosmetics prompts brands to reformulate products and adopt sustainable packaging practices. This transition involves investment in research and development to meet consumer demands while maintaining product efficacy and aesthetic appeal. The shifts in consumer behavior influenced by socio-economic factors and changing fashion trends can affect eyeliner sales. Economic downturns or shifts in spending priorities during global crises, such as the COVID-19 pandemic, and Russia Ukraine war have demonstrated the Eyeliner Market's vulnerability to external shocks and changes in consumer sentiment.


Consumer Education and Engagement Enhancing Eyeliner Sales through Online Platforms Boosts the Eyeliner Market Trend

The demand for clean and sustainable beauty products. Consumers are increasingly prioritizing products that are cruelty-free, vegan, and formulated with natural ingredients. Brands like Milk Makeup have capitalized on this trend by offering vegan eyeliner products formulated without harmful chemicals, appealing to environmentally conscious consumers seeking ethical alternatives. Technological innovation continues to drive opportunities in the eyeliner market. Advancements in formulation technologies have led to the development of long-lasting, smudge-proof, and waterproof eyeliners that cater to diverse consumer needs. For instance, Kat Von D Beauty introduced the Tattoo Liner, known for its precise application and long-lasting formula, leveraging technology to enhance product performance and customer satisfaction.


The rise of social media platforms and influencer marketing presents an opportunity for brands to engage directly with their target audience and build brand loyalty. Beauty influencers and makeup artists regularly promote eyeliner products through tutorials, reviews, and collaborations, amplifying product visibility and consumer trust. Brands like Anastasia Beverly Hills have successfully leveraged influencer partnerships to launch new eyeliner products and reach broader demographics effectively. Another opportunity lies in the expansion of online retail channels. The shift towards e-commerce platforms allows brands to reach global markets and engage with consumers beyond traditional brick-and-mortar retail.


This trend has been accelerated by the COVID-19 pandemic, prompting brands to enhance their digital presence and offer seamless online shopping experiences. Urban Decay, for example, utilizes its online platform to showcase a wide range of eyeliner options and provide educational content on application techniques, enhancing consumer engagement and sales. The demographic shifts and cultural influences present opportunities for market expansion. The increasing adoption of makeup among men and gender-neutral beauty trends are creating new consumer segments for eyeliner products. Brands like Menaji Skincare have introduced eyeliner pencils designed for men, tapping into this emerging market niche and challenging traditional gender norms in cosmetics. These aspects boost the Eyeliner Market Trend.


Eyeliner Market Segment Analysis:

Based on product type, the Eyeliner Market is divided into Liquid, Pen, Powder, Wax, Kohl, Gel, and Others. Liquid eyeliner products within the Eyeliner market witnessed the highest market share in 2023 and continued their dominance during the forecast period. Liquid eyeliner is its formulation, typically characterized by a liquid or fluid consistency that allows for smooth application along the lash line. This formulation ensures sharp and defined lines, making it ideal for achieving precise winged eyeliner or graphic eye makeup styles. Liquid eyeliners often come with fine-tipped applicators, such as brush tips or felt-tip pens, which enhance control and accuracy during application, appealing to both makeup novices and professionals.


The intense pigmentation of liquid eyeliners contributes to their popularity, as they offer deep, rich colors that can enhance the natural eye shape and color. Whether in classic black for a bold statement or vibrant hues for creative expression, liquid eyeliners cater to diverse consumer preferences and makeup trends. Their ability to create long-lasting, smudge-proof lines further enhances their appeal, ensuring that the eyeliner remains intact throughout the day or night, even in humid or challenging conditions. Moreover, technological advancements have propelled liquid eyeliner formulations to new heights, with innovations such as waterproof and quick-drying formulas becoming commonplace. These advancements not only improve wearability but also address consumer demands for products that offer durability and reliability.


Eyeliner Market Regional Insight:

North America stands as a dominant force in the global eyeliner market, driven by a combination of robust consumer demand, innovative product offerings, and a well-established beauty industry infrastructure. The region encompasses the United States and Canada, both of which contribute significantly to eyeliner sales and trends. North America's eyeliner market is its diverse consumer base with varying preferences for makeup styles and product formulations.


Consumers in this region often seek high-quality cosmetics that deliver precise application, long-lasting wear, and vibrant pigmentation qualities that liquid and pen eyeliners, in particular, excel at providing. Brands like Maybelline New York and Urban Decay have capitalized on these preferences by offering extensive ranges of eyeliner products that cater to different makeup looks, from everyday natural to bold and dramatic. Moreover, North America benefits from a strong retail presence, including both physical stores and e-commerce platforms, which facilitate widespread availability and accessibility of eyeliner products.


Major beauty retailers such as Sephora, and Ulta Beauty, and department stores like Macy's and Nordstrom play a crucial role in showcasing and promoting eyeliner brands, thereby influencing consumer purchasing decisions through strategic marketing and product placements. Technological advancements in eyeliner formulations have also significantly shaped the market in North America. Innovations such as waterproof, smudge-proof, and long-wearing formulas have become increasingly popular, meeting the demands of consumers with busy lifestyles who require makeup products that endure throughout the day.


Additionally, North America leads in beauty trends and influencer culture, with social media platforms like Instagram and YouTube playing pivotal roles in shaping consumer preferences and driving product adoption. Beauty influencers and makeup artists frequently feature eyeliner products in tutorials, reviews, and collaborations, amplifying brand visibility and consumer engagement of eyeliner market.

Eyeliner Market Scope

Market Size in 2023

USD 6.5 Billion

Market Size in 2030

USD 8.79 Billion

CAGR (2024-2030)


Historic Data


Base Year


Forecast Period


Segments covered in the Eyeliner Market

By Products Type








By Application

Personal application

Professional application

Entertainment industry

By Distribution Channel



Regional Scope

North America- United States, Canada, and Mexico

Europe – UK, France, Germany, Italy, Spain, Sweden, Russia, and Rest of Europe

Asia Pacific – China, India, Japan, South Korea, Australia, ASEAN, Rest of APAC

Middle East and Africa - South Africa, GCC, Rest of the Middle East and Africa

South America – Brazil, Argentina, Rest of South America


Key Players Eyeliner Market

  1. L'Oréal Paris (Clichy, France)
  2. Estée Lauder (New York, USA)
  3. Revlon (New York, USA)
  4. Maybelline (New York, USA)
  5. CoverGirl (Maryland, USA)
  6. Lancôme (Paris, France)
  7. MAC Cosmetics (New York, USA)
  8. Shiseido (Tokyo, Japan)
  9. Clinique (New York, USA)
  10. Urban Decay (California, USA)
  11. NYX Professional Makeup (Los Angeles, USA)
  12. Sephora (Paris, France)
  13. Bobbi Brown (New York, USA)
  14. Chanel (Neuilly-sur-Seine, France)
  15. Dior (Paris, France)
  16. Rimmel London (London, UK)
  17. Charlotte Tilbury (London, UK)
  18. NARS Cosmetics (New York, USA)
  19. Stila (California, USA)
  20. Benefit Cosmetics (San Francisco, USA)

Frequently Asked Questions

The growth of the eyeliner market is driven by increasing consumer demand for cosmetics, growing awareness of beauty and personal grooming, and the rise of social media influencers and beauty tutorials that boost product visibility and trend adoption.

1.    Eyeliner Market Introduction
1.1. Study Assumption and Market Definition
1.2. Scope of the Study
1.3. Executive Summary
2.    Global Eyeliner Market: Competitive Landscape
2.1. SMR Competition Matrix
2.2. Competitive Landscape
2.3. Key Players Benchmarking
2.3.1. Company Name
2.3.2. Product  Segment
2.3.3. End Use Segment
2.3.4. Revenue (2023)
2.3.5. Manufacturing Locations

2.4. Market Structure
2.4.1. Market Leaders 
2.4.2. Market Followers
2.4.3. Emerging Players

2.5. Mergers and Acquisitions Details
3.    Eyeliner Market: Dynamics
3.1. Market Trends 
3.2. Market Dynamics 
3.2.1. Drivers
3.2.2. Restraints 
3.2.3. Opportunities
3.2.4. Challenges

3.3. PORTER’s Five Forces Analysis
3.4. PESTLE Analysis
3.5. Value Chain Analysis
3.6. Regulatory Landscape by Region
3.6.1. North America
3.6.2. Europe
3.6.3. Asia Pacific
3.6.4. Middle East and Africa
3.6.5. South America

4.    Eyeliner Market: Global Market Size and Forecast by Segmentation (by Value in USD Million) (2023-2030)
4.1. Eyeliner Market Size and Forecast, By Products Type (2023-2030)
4.1.1. Liquid
4.1.2. Pen
4.1.3. Powder
4.1.4. Wax
4.1.5. Kohl
4.1.6. Gel
4.1.7. Others

4.2. Eyeliner Market Size and Forecast, By Application (2023-2030)
4.2.1. Personal application
4.2.2. Professional application
4.2.3. Entertainment industry

4.3. Eyeliner Market Size and Forecast, By Distribution Channel (2023-2030)
4.3.1. Online
4.3.2. Offline

4.4. Eyeliner Market Size and Forecast, By Region (2023-2030)
4.4.1. North America
4.4.2. Europe
4.4.3. Asia Pacific
4.4.4. Middle East and Africa
4.4.5. South America

5.    North America Eyeliner Market Size and Forecast by Segmentation (by Value in USD Million) (2023-2030)
5.1. North America Eyeliner Market Size and Forecast, By Products Type (2023-2030)
5.1.1. Liquid
5.1.2. Pen
5.1.3. Powder
5.1.4. Wax
5.1.5. Kohl
5.1.6. Gel
5.1.7. Others

5.2. North America Eyeliner Market Size and Forecast, By Application (2023-2030)
5.2.1. Personal application
5.2.2. Professional application
5.2.3. Entertainment industry

5.3. North America Eyeliner Market Size and Forecast, By Distribution Channel (2023-2030)
5.3.1. Online
5.3.2. Offline 

5.4. North America Eyeliner Market Size and Forecast, by Country (2023-2030)
5.4.1. United States
5.4.2. Canada
5.4.3. Mexico 

6.    Europe Eyeliner Market Size and Forecast by Segmentation (by Value in USD Million) (2023-2030)
6.1. Europe Eyeliner Market Size and Forecast, By Products Type (2023-2030)
6.2. Europe Eyeliner Market Size and Forecast, By Application (2023-2030)
6.3. Europe Eyeliner Market Size and Forecast, By Distribution Channel (2023-2030)
6.4. Europe Eyeliner Market Size and Forecast, by Country (2023-2030)
6.4.1. United Kingdom
6.4.2. France
6.4.3. Germany
6.4.4. Italy
6.4.5. Spain
6.4.6. Sweden
6.4.7. Russia
6.4.8. Rest of Europe

7.    Asia Pacific Eyeliner Market Size and Forecast by Segmentation (by Value in USD Million) (2023-2030)
7.1. Asia Pacific Eyeliner Market Size and Forecast, By Product Type (2023-2030)
7.2. Asia Pacific Eyeliner Market Size and Forecast, By Application (2023-2030)
7.3. Asia Pacific Eyeliner Market Size and Forecast, By Distribution Channel (2023-2030)
7.4. Asia Pacific Eyeliner Market Size and Forecast, by Country (2023-2030)
7.4.1. China
7.4.2. S Korea
7.4.3. Japan
7.4.4. India
7.4.5. Australia
7.4.6. ASEAN
7.4.7. Rest of Asia Pacific

8.    Middle East and Africa Eyeliner Market Size and Forecast by Segmentation (by Value in USD Million) (2023-2030)
8.1. Middle East and Africa Eyeliner Market Size and Forecast, By Products Type (2023-2030)
8.2. Middle East and Africa Eyeliner Market Size and Forecast, By Application (2023-2030)
8.3. Middle East and Africa Eyeliner Market Size and Forecast, By Distribution Channel (2023-2030)
8.4. Middle East and Africa Eyeliner Market Size and Forecast, by Country (2023-2030)
8.4.1. South Africa
8.4.2. GCC
8.4.3. Nigeria
8.4.4. Rest of ME&A

9.    South America Eyeliner Market Size and Forecast by Segmentation (by Value in USD Million) (2023-2030)
9.1. South America Eyeliner Market Size and Forecast, By Products Type (2023-2030)
9.2. South America Eyeliner Market Size and Forecast, By Application (2023-2030)
9.3. South America Eyeliner Market Size and Forecast, By Distribution Channel (2023-2030)
9.4. South America Eyeliner Market Size and Forecast, by Country (2023-2030)
9.4.1. Brazil
9.4.2. Argentina
9.4.3. Rest Of South America

10.    Company Profile: Key Players
10.1. L'Oréal Paris (Clichy, France)
10.1.1. Company Overview
10.1.2. Business Portfolio
10.1.3. Financial Overview
10.1.4. SWOT Analysis
10.1.5. Strategic Analysis
10.1.6. Recent Developments

10.2. Estée Lauder (New York, USA)
10.3. Revlon (New York, USA)
10.4. Maybelline (New York, USA)
10.5. CoverGirl (Maryland, USA)
10.6. Lancôme (Paris, France)
10.7. MAC Cosmetics (New York, USA)
10.8. Shiseido (Tokyo, Japan)
10.9. Clinique (New York, USA)
10.10. Urban Decay (California, USA)
10.11. NYX Professional Makeup (Los Angeles, USA)
10.12. Sephora (Paris, France)
10.13. Bobbi Brown (New York, USA)
10.14. Chanel (Neuilly-sur-Seine, France)
10.15. Dior (Paris, France)
10.16. Rimmel London (London, UK)
10.17. Charlotte Tilbury (London, UK)
10.18. NARS Cosmetics (New York, USA)
10.19. Stila (California, USA)
10.20. Benefit Cosmetics (San Francisco, USA)
11.    Key Findings 
12.    Industry Recommendation
13.    Eyeliner Market: Research Methodology

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