Waterproof Makeup Market Forecasts to 2032 - Global Analysis By Product Type, Form, Price Range, Distribution Channel, End User and By Geography

According to Stratistics MRC, the Global Waterproof Makeup Market is accounted for $18.3 billion in 2025 and is expected to reach $30.3 billion by 2032 growing at a CAGR of 7.5% during the forecast period. Waterproof makeup are cosmetic formulations designed to resist smudging, fading, or removal when exposed to water, sweat, humidity, and sebum. These products incorporate long-wear polymers, silicone-based compounds, and hydrophobic agents that create a durable film on the skin or lashes. Widely used in mascaras, eyeliners, foundations, and lip products, waterproof makeup ensures extended wear and aesthetic integrity in challenging environmental conditions, making it popular among consumers seeking performance-driven, transfer-resistant beauty solutions.

Market Dynamics:

Driver:

Growing demand for long-wear & transfer-resistant makeup

Modern consumers, particularly those with active lifestyles, prioritize products offering superior durability under various conditions, including humidity, sweat, and water exposure. This demand is amplified by busy professional lifestyles where consumers seek makeup that maintains flawless coverage throughout extended workdays without requiring frequent touch-ups. Social media platforms have further accelerated this trend, with beauty influencers showcasing waterproof makeup effectiveness through tutorials and reviews, driving widespread adoption among younger demographics seeking all-day performance. The integration of advanced formulation technologies has enabled manufacturers to develop products that combine waterproof properties with skincare benefits, creating multifunctional solutions that appeal to modern beauty-conscious consumers.

Restraint:

Higher price points

Manufacturing waterproof cosmetics necessitates incorporating advanced ingredients such as specialized waxes, silicones, and polymer resins, which substantially increase production costs compared to regular makeup formulations. According to industry data, specialized waterproof ingredients can raise production costs by up to 25%. This premium cost translates to higher retail prices, making waterproof products significantly more expensive than their conventional counterparts and potentially limiting accessibility to broader consumer segments.

Opportunity:

Expansion into men's grooming

The waterproof makeup presents growth opportunities through strategic expansion into the rapidly evolving men's grooming market, where there's increasing acceptance of cosmetic products among male consumers driven by growing male interest in subtle, durable makeup solutions for concealing blemishes and achieving even skin tone. Products like War Paint for Men's waterproof concealer exemplify this emerging trend, addressing demand for discreet yet effective cosmetic solutions. This demographic shift represents an untapped market opportunity as traditional gender barriers in beauty consumption continue to dissolve. Brands can capitalize on this trend by developing specifically formulated waterproof products tailored to men's preferences for natural-looking, long-lasting coverage that withstands active lifestyles and professional environments, thereby expanding their total addressable market significantly.

Threat:

Increasing regulatory scrutiny & ingredient bans

Stricter regulations regarding cosmetic ingredients can lead to substantial increases in production costs, which are often transferred to consumers, potentially affecting sales volumes and market accessibility. The removal process of waterproof cosmetics often requires specialized makeup removers or oils that can be harsh on sensitive skin, leading to consumer concerns about potential irritation and long-term skin health impacts. Additionally, growing environmental awareness has led to scrutiny of certain waterproof makeup ingredients and their ecological impact, forcing manufacturers to invest in sustainable formulation alternatives. The presence of counterfeit products in the market further complicates the regulatory landscape, as authorities implement stricter controls to ensure product safety and authenticity, creating additional compliance burdens for legitimate manufacturers.

Covid-19 Impact:

The COVID-19 pandemic significantly impacted the waterproof makeup market through reduced consumer demand due to mask-wearing mandates and stay-at-home orders, fundamentally altering beauty consumption patterns and priorities. According to the United Nations Comtrade database, global cosmetic imports experienced disruptions during 2020 before recovering with 13% growth from 2020 to 2021. The pandemic shifted consumer focus toward skincare over makeup, as mask-wearing reduced the need for full-face coverage, particularly affecting foundation and lip product segments. However, eye makeup categories, including waterproof mascara and eyeliner, demonstrated relative resilience as consumers maintained emphasis on visible facial features above masks.

The mascara segment is expected to be the largest during the forecast period

The mascara segment is expected to account for the largest market share during the forecast period, driven by fundamental consumer demand for eye enhancement products that withstand daily activities and environmental conditions. Waterproof mascara has become an essential cosmetic staple, particularly valued for its ability to maintain definition and volume without smudging or running throughout extended wear periods. The segment's dominance is reinforced by its versatility across demographics, appealing to consumers ranging from fitness enthusiasts requiring sweat-resistant formulations to professional women seeking all-day performance. Social media influence has significantly boosted waterproof mascara adoption, with beauty tutorials consistently showcasing dramatic before-and-after transformations that highlight product effectiveness.

The gel segment is expected to have the highest CAGR during the forecast period

Over the forecast period, the gel segment is predicted to witness the highest growth rate, driven by increasing consumer preference for precision application and enhanced durability in eye and brow products. Waterproof gel-based formulations, particularly eyeliners and brow gels, are preferred for their superior accuracy and long-lasting performance. The rising trend toward natural-looking, well-defined eyebrows and precise eye makeup has significantly boosted demand for gel products, with items like Anastasia Beverly Hills' Dipbrow Pomade leading market adoption. Gel formulations offer unique benefits, including buildable coverage, smooth application, and resistance to environmental factors that traditional powder or liquid products cannot match. The segment's growth is further supported by product innovation, with manufacturers developing gel formulations that combine waterproof properties with skincare ingredients, appealing to consumers seeking multifunctional beauty solutions.

Region with largest share:

During the forecast period, the Asia Pacific region is expected to hold the largest market share, driven by robust economic growth and evolving beauty standards. The region's market leadership is reinforced by the significant influence of Korean and Japanese beauty trends, which emphasize flawless, long-lasting makeup application and have significantly boosted waterproof product adoption across the region. China, South Korea, and Japan dominate the regional market due to their thriving beauty industries, strong consumer demand for advanced cosmetic technologies, and substantial disposable income growth. Humid climate conditions prevalent across much of the region create natural demand for waterproof makeup solutions, while urbanization and workforce participation among women continue driving market expansion.

Region with highest CAGR:

Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR, supported by rapidly expanding consumer bases and increasing disposable incomes across emerging economies. The region's growth trajectory is powered by significant market expansion in countries like India and Indonesia, where rising awareness of waterproof makeup benefits and Western beauty standards adoption are driving unprecedented demand. E-commerce platform expansion plays a critical role in regional growth, with countries like South Korea, India, and Japan witnessing robust online beauty sales through major platforms including Alibaba, Amazon, and Flipkart. In India alone, e-commerce beauty transactions reached INR 100 billion in 2024. The region benefits from strong manufacturing capabilities, innovative product development, and strategic positioning of both global beauty giants and emerging domestic brands targeting price-conscious consumers seeking premium waterproof cosmetic solutions.

Key players in the market

Some of the key players in Waterproof Makeup Market include L'Oreal S.A., The Estee Lauder Companies Inc., Procter & Gamble Co., Shiseido Company, Limited, Coty Inc., Revlon, Inc., Chanel S.A., LVMH, e.l.f. Cosmetics, Unilever, Amway, Beiersdorf AG, Johnson & Johnson, Kao Corporation, Mary Kay Inc., Avon Products, Inc., Tarte, Inc., KVD Beauty, and Anastasia Beverly Hills.

Key Developments:

In July 2021, Coty Inc. announces the relaunch of Kylie Cosmetics with new and improved formulas that are clean and vegan, along with refreshed packaging. Consumers will now be able to shop the brand globally through select brick and mortar retailers and a new Direct-to-Consumer website launching July 15 that offers access to both Kylie's cosmetics and skincare brands for the first time.

Product Types Covered:

• Mascara
• Eyeliners
• Foundations & Concealers
• Lip Products
• Eyebrow Products
• Eyeshadows
• Primers & Setting Sprays
• Blush & Bronzer
• Other Product Types

Forms:

• Liquid
• Cream
• Gel
• Powder

Price Ranges Covered:

• Economy
• Premium
• Luxury

Distribution Channels Covered:

• Offline Retail
• Online Retail

End Users Covered:

• Women
• Men

Regions Covered:

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • Italy
  • France
  • Spain
  • Rest of Europe
• Asia Pacific
  • Japan
  • China
  • India
  • Australia
  • New Zealand
  • South Korea
  • Rest of Asia Pacific
• South America
  • Argentina
  • Brazil
  • Chile
  • Rest of South America
• Middle East & Africa
  • Saudi Arabia
  • UAE
  • Qatar
  • South Africa
  • Rest of Middle East & Africa

What our report offers:

• Market share assessments for the regional and country-level segments
• Strategic recommendations for the new entrants
• Covers Market data for the years 2024, 2025, 2026, 2028, and 2032
• Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
• Strategic recommendations in key business segments based on the market estimations
• Competitive landscaping mapping the key common trends
• Company profiling with detailed strategies, financials, and recent developments
• Supply chain trends mapping the latest technological advancements

Free Customization Offerings:

All the customers of this report will be entitled to receive one of the following free customization options:

• Company Profiling
  • Comprehensive profiling of additional market players (up to 3)
  • SWOT Analysis of key players (up to 3)
• Regional Segmentation
  • Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
• Competitive Benchmarking
  • Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances