Eyebrow Makeup Product Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product (Pencil, Gel, Powder, Wax), By Gender (Men, Women), By Distribution Channel (Hypermarkets & Supermarkets, Specialty Stores, Pharmacies & Drugstores, Online, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 432.55 Million
CAGR (2026-2031)	7.88%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 681.84 Million

Market Overview

The Global Eyebrow Makeup Product Market will grow from USD 432.55 Million in 2025 to USD 681.84 Million by 2031 at a 7.88% CAGR. Eyebrow makeup products encompass a specialized category of cosmetics, including pencils, gels, pomades, and powders, formulated to define, shape, and enhance the brow line. The market is fundamentally driven by the heightened consumer emphasis on facial aesthetics and symmetry, establishing well-groomed brows as a critical component of daily personal care. Additionally, the proliferation of digital educational content has significantly increased consumer proficiency in application techniques, thereby expanding the user base and sustaining demand for diverse product formats.

However, a significant challenge impeding market expansion is the prevalence of counterfeit goods, which undermines brand integrity and poses safety risks that deter consumer trust. This issue complicates the competitive landscape for legitimate manufacturers trying to maintain price stability. Highlighting the sector's resilience, according to 'Cosmetics Europe', in '2024', the make-up category within the European market experienced a growth of 8.2%, signaling robust demand dynamics that support the broader trajectory of the global eyebrow makeup industry.

Key Market Drivers

The Impact of Social Media and Influencer Marketing has fundamentally altered the Global Eyebrow Makeup Product Market by shifting consumer discovery from physical aisles to digital feeds. Visual-centric platforms allow influencers to demonstrate techniques such as brow lamination, effectively lowering the technical barrier to entry for complex formulations like pomades and waxes. This digital engagement directly correlates with substantial financial performance for agile brands that capitalize on viral trends. According to e.l.f. Beauty, in May 2024, the company reported a 77% increase in net sales for the fiscal year, a growth trajectory largely attributed to viral marketing and high consumer engagement on digital platforms. Such figures illustrate how algorithmic trends dictate product lifecycles and compel manufacturers to align product development speeds with social media currents.

Simultaneously, the Expansion of E-commerce and Direct-to-Consumer Channels is reshaping distribution strategies, enabling brands to offer extensive shade ranges that physical retailers cannot accommodate. This channel has evolved from a secondary option to a primary revenue stream, facilitating the seamless replenishment of daily staples. According to L'Oréal, in their 2023 Annual Report published in February 2024, e-commerce channels accounted for 27% of the company's total consolidated sales. This robust digital availability supports broader market accessibility, reinforcing overall industry resilience. According to Ulta Beauty, in March 2024, the retailer reported a net sales increase of 9.8%, signaling sustained demand across the broader beauty category which includes the brow segment.

Download Free Sample Report

Key Market Challenges

The prevalence of counterfeit goods constitutes a significant barrier impeding the growth of the global eyebrow makeup product market. This illicit trade directly hampers market expansion by eroding brand integrity and dismantling consumer confidence, which are foundational to the industry's success. When consumers unknowingly purchase inferior imitation brow pencils, gels, or pomades, they often experience poor performance or adverse skin reactions. These negative experiences are frequently misattributed to the legitimate manufacturer, tarnishing the brand’s reputation and deterring future patronage. Consequently, legitimate manufacturers are compelled to divert critical capital from research and development toward brand protection and legal enforcement, effectively stifling innovation and slowing the release of new, authentic products.

The financial magnitude of this challenge is stark. According to the 'Federation of the French Beauty Industry' (FEBEA), in '2024', the cosmetics sector in France alone registered an estimated revenue loss of €800 million due to counterfeit products. This substantial financial diversion in a leading cosmetic market mirrors the broader global trend, illustrating how the widespread availability of fake goods cannibalizes legitimate sales and restricts the industry's overall economic trajectory.

Key Market Trends

The proliferation of DIY at-home brow lamination kits is fundamentally restructuring the market as consumers increasingly bypass professional salon services in favor of accessible, high-performance alternatives. This trend is characterized by a surge in demand for sculpting gels and waxes that replicate the lifted, fluffy aesthetic of professional lamination without the chemical commitment. Brands are capitalizing on this shift by launching "lamination-in-a-tube" products that offer salon-quality hold and definition at a fraction of the service cost. The economic viability of this segment is evident in the performance of mass-market innovators; according to e.l.f. Beauty, February 2025, in the 'Third Quarter Fiscal 2025 Results', the company reported a net sales increase of 31%, a growth trajectory heavily supported by the viral success of their brow styling formulations which cater directly to this consumer preference for professional results at home.

Simultaneously, the rise of sustainable and refillable product packaging is forcing a comprehensive overhaul of manufacturing standards within the global eyebrow makeup sector. As environmental accountability becomes a non-negotiable consumer expectation, brands are rapidly transitioning away from single-use virgin plastics, particularly in high-turnover items like brow pencils and gels. This industry-wide transformation is being accelerated by stringent retailer mandates that condition shelf space on environmental compliance. According to Ulta Beauty, April 2025, in the '2024 Environmental, Social and Governance Report', the retailer reinforced its strategic requirement that 50% of all packaging sold must be recyclable, refillable, or bio-sourced by 2025, a directive that is directly compelling eyebrow product manufacturers to invest in renewable materials and circular packaging systems to maintain market access.

Segmental Insights

The online distribution channel currently represents the fastest-growing segment in the global eyebrow makeup product market, driven primarily by the rapid expansion of e-commerce infrastructure. This growth is facilitated by increasing internet penetration and smartphone usage, which grant consumers access to a wider variety of international brands than typically available in physical retail stores. Furthermore, the integration of digital marketing strategies, such as tutorial videos and customer reviews, significantly influences purchasing decisions by validating product performance. Consequently, major cosmetic manufacturers are increasingly adopting direct-to-consumer sales models to capitalize on this consumer shift toward digital convenience.

Regional Insights

North America dominates the Global Eyebrow Makeup Product Market, primarily driven by high consumer purchasing power and a dynamic beauty culture heavily influenced by social media trends. The region benefits significantly from the strategic presence of key industry players and an extensive retail network that ensures broad product availability. Market stability is further reinforced by the U.S. Food and Drug Administration (FDA), which enforces stringent safety and labeling regulations to maintain consumer confidence. This combination of economic strength, trend-driven demand, and a robust regulatory framework cements North America’s position as the leading market hub.

Recent Developments

• In January 2025, Benefit Cosmetics expanded its extensive eyebrow portfolio with the release of the Mighty Fine Brow Pen. Designed to address consumer demand for hyper-realistic brow definition, this new product featured an innovative triple-tip applicator with ultra-fine 0.1mm bristles. The tool was engineered to mimic natural hair strokes in a single sweep, allowing users to efficiently fill sparse areas and build volume. The company marketed the pen as a water-resistant and smudge-proof solution that provided 24-hour wear, further solidifying the brand's dominance in the global brow category by offering precise, salon-quality results for at-home application.
• In September 2024, Anastasia Beverly Hills introduced the Volumizing Tinted Brow Gel as a significant addition to its brow product lineup. This launch focused on delivering a mousse-like formula designed to provide both color and volume while maintaining a lightweight feel. The product featured a precision brush with dual-length bristles to coat individual hairs, offering a matte finish that reportedly lasted up to 24 hours. Available in nine versatile shades, the gel was developed to cater to a wide range of hair colors and was positioned as an effortless solution for consumers seeking to achieve fuller, defined brows with a natural appearance.
• In August 2024, Glossier extended its "Boy Brow" franchise by launching the Boy Brow Arch, a new double-ended styling tool. This product combined a pomade-infused pencil with a micro-tip for detailing and a custom shaping brush for blending. The company developed the formula to be smudge-resistant and water-resistant, aiming to provide a soft, flexible hold that mimicked the texture of real brow hair. By integrating a built-in sharpener and offering the pencil in nine inclusive shades, Glossier targeted customers looking for a multifunctional product that offered the precision of a pencil with the conditioning benefits of a pomade.
• In June 2024, Milk Makeup unveiled the Kush High Roll Brow Tint, a new addition to its cannabis-infused product series. This brow gel utilized advanced tubing technology to wrap each brow hair in a water-resistant formula, ensuring long-lasting definition and volume without flaking. Infused with hemp-derived cannabis seed oil and other conditioning agents, the product was designed to nourish the brows while providing a flexible hold. The launch highlighted the brand's commitment to combining clean ingredients with high-performance wear, offering a smudge-proof solution that remained in place for up to 24 hours.

Key Market Players

• Ulta Beauty, Inc.
• Anastasia Beverly Hills, LLC
• LVMH Moët Hennessy-Louis Vuitton SE
• Puig Brands, S.A.
• The Estée Lauder Companies Inc.
• ColourPop Cosmetics, LLC
• Coty Inc.
• e.l.f. Cosmetics, Inc.
• cosnova GmbH
• Florence Cosmetics Manufacturing. IND. LLC

By Product	By Gender	By Distribution Channel	By Region
Pencil Gel Powder Wax	Men Women	Hypermarkets & Supermarkets Specialty Stores Pharmacies & Drugstores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Eyebrow Makeup Product Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Eyebrow Makeup Product Market, By Product:

• Pencil
• Gel
• Powder
• Wax

• Eyebrow Makeup Product Market, By Gender:

• Men
• Women

• Eyebrow Makeup Product Market, By Distribution Channel:

• Hypermarkets & Supermarkets
• Specialty Stores
• Pharmacies & Drugstores
• Online
• Others

• Eyebrow Makeup Product Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE