Eyeliner Market Report: Trends, Forecast and Competitive Analysis to 2035

Eyeliner Market

The future of the global eyeliner market looks promising with opportunities in the health & beauty store, supermarket/hypermarket, and online retail store markets. The global eyeliner market is expected to reach an estimated $11.8 billion by 2035 from $7.7 billion in 2027 with a CAGR of 5.4% from 2027 to 2035. The major drivers for this market are the increasing demand for long-lasting eyeliners, the rising preference for bold makeup looks, and the growing popularity of cruelty-free products.

• Lucintel forecasts that, within the product type category, liquid is expected to witness the highest growth over the forecast period due to precise application of products and long wearing nature.
• Within the distribution channel category, health & beauty stores is expected to witness the highest growth over the forecast period due to extensive brand choice. In store makeup shade testing.
• In terms of regions, APAC is expected to witness the highest growth over the forecast period due to increase awareness of beauty and related products. Growing propensity of consumer to buy cosmetics.

Emerging Trends in Eyeliner Market

The eye makeup market is shifting towards performance and away from traditional cosmetics. Between 2025 and 2027, eye makeup companies will compete on the basis of how quickly they introduce new eye makeup products, along with other factors such as the type of materials used to make the packaging, the raw materials used to make the eye makeup, and the number of eye makeup shades offered. Lucintel predicts that during this time, companies will also focus on enhancing their supply chains by adding additional manufacturing facilities in different countries.

• Sustainability: In the next 5 years, additional legislation targeting the cosmetics industry will be passed in the EU. This will lead to further changes in the raw materials used in eye makeup. The focus will be on the use of biodegradable materials and elimination of plastic, along with improvements in other areas of sustainability.
• Digital Manufacturing: Continuous improvement of quality management systems in the eyeliner industry, coupled with automation, will improve batch-to-batch consistency.
• Premiumization: The eye makeup industry will continue to compete on performance and quality. Companies will focus on innovation to create eye makeup with additional features.
• Products with More Functions: Waterproof, smudge-proof, quick-dry, and other functional claims are no longer optional. This is especially true in countries with humid and/or monsoon climates like India. Functional performance of a product will help differentiate it from competitors and promote repeat-purchase.
• More Suppliers: Changes in trade policy, transportation, and the emphasis on supply chain visibility have caused companies to find new suppliers in Asia, Europe and North America. Although the China+ policy continues to shape the makeup industry, more companies are choosing to manufacture in more than one country. This could increase the bar for product safety and efficacy.

Companies with high product safety and performance will succeed in the coming years. Continuing to expand the color range of makeup will not help differentiate a company. In fact, concentrating on the performance of a product for a particular customer need will help companies gain and retain customers.

Recent Developments in the Eyeliner Market

Between 2025 and 2027, we expect the eyeliner market to undergo sustained growth, largely due to advances in long-lasting formulations, a greater focus on hydrating and skincare benefits, and the adoption of more sustainable packaging and refill systems by the industry.

• Eyeliner Innovation Focuses on Tear Resistance, Eye Comfort and Precision: The eyeliner market is also expected to undergo positive changes due to greater competitive rivalry. For example, in the future, eyeliners may be designed to resist the effects of tearing and/or ingredients may be added to eyeliners to assist in reducing eye fatigue. Additionally, we expect that markings and/or other prompters may be incorporated into eyeliners to enable users to better approximate the correct amount of eyeliner to apply, in the same way that markings assist in eye shadow application.
• Production Expansion: Brands have shortened launch cycles, creating an increased demand for manufacturing partners that can quickly produce products in liquid and gel formats. In 2024, Interco's expects revenue of €1.04 billion. Bigger manufacturing plants will allow even small brands to produce products quicker and easier. The plans will also allow small brands to manufacture products faster than the launch cycles and in smaller batches than before.
• Regulatory Approval: The EU banned the use of microplastics in cosmetics in Oct. 2023. Until 2027, a transition period will allow cosmetic companies to adjust. Currently, companies are having to reformulate products to remove microplastics, and, as a result, other additives that create color, glitter, and textured effects in cosmetics. Products that conform with EU regulations will create an easier market for suppliers to offer cosmetics that are standardized across regions.
• Strategic Partnerships: Viral eyeliner products, in partnership with social media creators, are being quickly launched and effectively marketed using short, colorful, and graphic designs. Other products will also be quickly launched using the same strategies. Brands that quickly manufacture products, and therefore meet consumer demand, will prosper. Manufacturers should provide fast-turnaround times, flexible production, and testing of products to ensure that they conform to regulatory standards and meet consumer demands.

To thrive in the evolving cosmetics landscape, eyeliner and manufacturing brands must swiftly adapt to stricter regulatory standards-such as the EU's phase-out of microplastics by 2027-while capitalizing on short production cycles and agile, smaller-batch manufacturing. By embracing technological innovations that enhance eye comfort, tear resistance, and precision, and by leveraging strategic social media partnerships for rapid product launches, companies can effectively meet shifting consumer demands and secure a competitive advantage.

Strategic Growth Opportunities in the Eyeliner Market

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• Waterproof Liquid or Gel Eyeliners: The U.S. and Canada, as well as other regions with humid climates, offer great potential for products with performance features and benefits related to wear-resistance and long-wear. January 2025 was the first month Estee Lauder reported Organic Growth since before the COVID-19 lockdowns, mainly due to increased consumer demand for performance cosmetics. Long-wear and waterproof liquid and gel eyeliners have higher pricing power.
• Ophthalmologist Tested Eyeliners: In March 2025, the U.S. FDA disclosed that approximately 45 million Americans (age 20 and older) wear contact lenses. Products with safety and/or contact lens usage claims may help ease customer concerns about product irritation.
• Gender-Neutral Makeup: Changing social attitudes and consumer preferences are driving development of gender-neutral formats and packages in the cosmetics market. In June 2025, several of Chanel's gender-neutral makeup products retained strong market interest.
• Sustainable Packaging: The eco-purchasing criteria are already rewarding businesses that use refillable pencils and other low-plastic components. The EU's Packaging and Packaging Waste Regulation became effective in February 2025. It focuses on the design of packaging and setting targets for the reduction of packaging waste. This will create an opportunity for brands to source component suppliers.
• Localized Digital Customization: The use of virtual try-on, cross-border shade match, and other personalized features may improve product purchases on e-commerce sites. L'Oreal announced in April 2025 that online channel sales reached 28% of the total sales for the year 2024. In the next 3-5 years, the use of big data may allow a cosmetics brand to produce a personalized eyeliner and reduce the rate of returns.

Packaging and components are the focus areas for cosmetics companies, and the focus should be on improving claims that are visibly verifiable by consumers. Most of the growth in the industry will come from improved eye safety and wear time claims. Companies should focus on converting first time users of the product and not on expanding the user base. Favorable regulatory environment in combination with strategic retail partnerships and end-user education will improve the likelihood of revenues from cosmetic trends.

Eyeliner Market Drivers and Challenges

The eyeliner market has been shaped by the interest of consumers to experience innovation in eyeliner products. The market has also been impacted by regulations and legislation. There is potential for premium products and broader consumer acceptance of cosmetics. Challenges in the market include stringent regulations and compliance, counterfeit products, and changing consumer preferences.

The factors responsible for driving this market include :

• The Interest of Consumers To Use Eyeliner Products: That have long-lasting and/or waterproof formulations has resulted in a significant increase in the sales of eyeliners. The eyeliner market is expected to be impacted by continued interest of consumers to purchase eyeliners that are convenient to use and offer design customization. Other trends that will also shape the eyeliner market are consumer preference to use cosmetics that are culturally relevant, and eyeliners that are formulated for use by consumers with sensitivity to eye make up. The eyeliner market is expected to be positively shaped by interest of consumers to use eyeliner products for eye make up that has more than one use (for example eyeliner products that also function as eyeshadow or highlighter).
• Product Innovation: Many companies have recently launched eyeliners with precision applicators, gel formulas, stamp applicators, products that change color, and formulas resistant to smudging. Magnetic and microfine-tip eyeliners launched in April 2025 were quickly gaining in popularity with the assistance of short videos that demonstrated the product and showcased the design that helped the eyeliner adhere to itself. In the next 3 to 5 years, expect continued advances in eyeliner technology. Similar to other cosmetics, eyeliner companies have the opportunity to charge more if their product offers greater ease of use and lessens the risk of application errors. Long-lasting eyeliners with skincare formulas would be appealing to the cosmetics market. Companies should continuously enhance their products in order to charge a premium in an over-saturated market.
• Digital Retail: Products that aid in the easy distribution of eyeliners, like tutorials and demos on social media and short-form videos, assisted in the increased popularity of eyeliner and other makeup products in 2025. These trends will continue to strengthen digital sales of makeup in the next 3 to 5 years as consumers become more comfortable and reliant on shopping through their phones. Beyond these tools, manufacturers should also invest in other technologies to build consumer confidence in selecting the right makeup colors. These resources would also aid smaller companies wishing to reach a broader global audience.
• Sustainability: Each industry trend listed below reveals an emerging market for a crueler-free version of a product. For eyeliner, for example, there is a market for vegan, recyclable, refillable, and responsibly sourced eyeliners. This has resulted in numerous brand-sponsored redesigns of both eyeliner formulations and packaging. Sustainability was the primary focus of new cosmetic launches that happened during the March 2025 time frame. This focus will persist in the industry for the next 3 to 5 years. The same trend is expected to occur with other consumer-facing markets and services. To build trust with consumers and regulate the market, companies should adopt business practices that reduce their use of plastic, disclose the source of their raw materials, and use new production processes that reduce their overall environmental impact. Making unsupported environmental claims will result in a loss of customer trust.
• Manufacturing: There are several innovations that benefit contract manufacturing organizations (CMOs) within the cosmetics industry. These include the use of automation to improve quality control and standardize production; and the use of regional CMOs to support distribution. In 2025, several CMOs that specialized in the production of cosmetics began using digital systems to monitor production. In the next 3 to 5 years, it is expected that the cosmetics industry will follow this same trend to improve manufacturing flexibility, reliability and responsiveness. Manufacturing improvements will also allow cosmetics companies to more easily enter and compete in a marketplace that is focused on meeting consumer demand for a greater selection of seasonal and limited edition products.

The challenges facing this market include:

• Regulatory Compliance: There are multiple regulations covering different aspects of eyeliner production. In 2025, different regulatory agencies began more closely evaluating the online safety communication and the ingredients used in cosmetic products. The challenges above are expected to impact the market during the forecast period. During this time, regulations are expected to constrain market growth, increase the cost of doing business, and potentially require changes to a company's product offerings.
• Counterfeit Products: Counterfeit eyeliners threaten consumer health and safety, as well as negative effect brand revenue. Thousands of counterfeit cosmetic products were reported and removed from circulation in 2025. Counterfeit products will adversely affect the market during the forecast period. Cross border e-commerce makes it easier for counterfeit products to proliferate. During the period, marketing and brand protection strategies will need to evolve to better address negative consumer product associations stemming from counterfeiting.
• Navigating Changing Consumer Budgets in Beauty: Eyeliner prices and how often it is purchased is impacted by a number of different things, like how expensive it is to transport it and what the inflation rate is. There is also the issue of uneven disposable income. In 2025, many consumers of beauty products continue to fluctuate between different types of products (premium, mass market, and products that are on promotion). This means that in the next few years, companies may see more success with products that are on promotion. Because of the nature of the beauty industry, premium brands may see a decrease in their market share while mass market brands may see an increase. Companies will need to manage their supply chain and their inventory in order to maintain profitability.

Continued growth in the eyeliner market is expected due to positive changes in the beauty industry and more convenient methods of purchasing products online. There will also be more innovative and sustainable eyeliner products on the market. While there are many opportunities for companies in the beauty industry, there are also many challenges. For example, there may be high levels of unwanted variability in company profitability and performance due to changes in the global economy, product counterfeiting, and evolving government regulations. To succeed, companies may need to adapt their business to be more consumer centric in a rapid and sustainable manner.

List of Eyeliner Market Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies eyeliner market companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the eyeliner market companies profiled in this report include-

• LOreal S.A.
• The Estee Lauder Companies Inc
• Coty Inc.
• Shiseido Company, Limited
• LVMH Moet Hennessy Louis Vuitton SE
• Revlon Inc.
• e.l.f. Beauty Inc.
• Amorepacific Corporation
• Mary Kay Inc.
• Natura &Co Holding S.A.

Eyeliner Market by Segment

The study includes a forecast for the global eyeliner market by product type, formulation, price tier, distribution channel, and region.

Eyeliner Market by Product Type [Value ($B) from 2019 to 2035]:

• Liquid
• Pencil/Kohl
• Gel/Cream
• Felt-tip Pen
• Powder/Cake

Eyeliner Market by Formulation [Value ($B) from 2019 to 2035]:

• Regular
• Waterproof/Sweat-proof

Eyeliner Market by Price Tier [Value ($B) from 2019 to 2035]:

• Mass
• Premium/Luxury

Eyeliner Market by Distribution Channel [Value ($B) from 2019 to 2035]:

• Health & Beauty Stores
• Supermarkets/Hypermarkets
• Online Retail Stores
• Others

Eyeliner Market by Region [Value ($B) from 2019 to 2035]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Eyeliner Market

New developments in the eyeliner market include improvements in manufacture compliance and adjustments in response to changing consumer preferences. Changes in how cosmetics are regulated and the establishment of strict requirements on the manufacturing of eyeliners will create new obstacles for cosmetics companies, and how they strategically position themselves will be of key importance from 2025 to 2027. Lucintel has identified the following trends for 2025-2027.

• United States: The formalization of eyeliner manufacturing regulations by the FDA will favor larger eyeliner manufacturers, as they will be better positioned to meet the strict regulations and provide evidence that their products meet the requirements. These regulations will also require manufacturers to produce documentation on their products and updating the FDA on the products they manufacture, which will provide the FDA oversight into the manufacturing process. Smaller eyeliner manufacturers will need to strategically position themselves to meet these regulations.
• China: Similar to the United States, China's regulatory framework on eyeliner manufacturing favors larger, more established, cosmetics companies. Manufacturing premium eyeliners in China will require companies to address supply chain challenges and strengthen their supply networks. While China's regulatory framework favors large companies, it also provides an opportunity for smaller companies to manufacture and distribute eyeliners in China.
• Germany: More sustainable packaging: In 2025, Germany will enforce its packaging laws and require companies to deposit panels on the national packaging register. In the interim, the law will motivate improvements in the recyclability of eyeliner packaging. Concurrently, stronger extended producer responsibility (EPR) systems are expected to be put in place in other parts of the European Union.
• India: Greater formality in cosmetics manufacturing: The Indian government extended its Cosmetics Rules, 2020 for another five years. During the same period, large format and organized retail outlets, as well as national companies, continued improving their private label offerings. Improved regulatory frameworks are expected to provide greater assurance to eyeliner manufacturers and reduce their dependency on the unregulated and unpredictable supply framework.
• Japan: Continued focus on digital and precision eyeliners: Companies like Shiseido continued investing on precision eyeliners and various digitized systems. Shiseido also focused on operational improvements and would maintain its leadership in the area for the next three to five years.

Features of the Global Eyeliner Market

• Market Size Estimates: eyeliner market size estimation in terms of value ($B).
• Trend and Forecast Analysis: Market trends (2019 to 2026) and forecast (2027 to 2035) by various segments and regions.
• Segmentation Analysis: eyeliner market size by various segments, such as by product type, formulation, price tier, distribution channel, and region in terms of value ($B).
• Regional Analysis: eyeliner market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
• Growth Opportunities: Analysis of growth opportunities in different product types, formulations, price tiers, distribution channels, and regions for the eyeliner market.
• Strategic Analysis: This includes M&A, new product development, and competitive landscape of the eyeliner market.

Analysis of competitive intensity of the industry based on Porter's Five Forces model.

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This report answers following 11 key questions:

• Q.1. What are some of the most promising, high-growth opportunities for the eyeliner market by product type (liquid, pencil/kohl, gel/cream, felt-tip pen, and powder/cake), formulation (regular and waterproof/sweat-proof), price tier (mass and premium/luxury), distribution channel (health & beauty stores, supermarkets/hypermarkets, online retail stores, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
• Q.2. Which segments will grow at a faster pace and why?
• Q.3. Which region will grow at a faster pace and why?
• Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
• Q.5. What are the business risks and competitive threats in this market?
• Q.6. What are the emerging trends in this market and the reasons behind them?
• Q.7. What are some of the changing demands of customers in the market?
• Q.8. What are the new developments in the market? Which companies are leading these developments?
• Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
• Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
• Q.11. What M&A activity has occurred in the last 7 years and what has its impact been on the industry?