Eyeliner Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Liquid, Pen, Powder, Wax, Others), By End User (Personal, Professional), By Sales Channel (Supermarkets/Hypermarkets, Convenient Stores, Specialty Stores, Online, Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 7.31 Billion
CAGR (2026-2031)	6.26%
Fastest Growing Segment	Online
Largest Market	Europe
Market Size (2031)	USD 10.52 Billion

Market Overview

The Global Eyeliner Market will grow from USD 7.31 Billion in 2025 to USD 10.52 Billion by 2031 at a 6.26% CAGR. Eyeliner is a color cosmetic formulation applied to the contours of the eyes to define their shape and enhance their appearance, utilizing delivery systems such as pencils, liquids, gels, and creams. The market is primarily driven by rising disposable incomes which allow for increased expenditure on premium beauty products and the growing emphasis on personal grooming across diverse demographics. Additionally, the proliferation of digital media platforms serves as a critical catalyst by educating consumers on application techniques and significantly enhancing brand visibility globally.

According to Cosmetics Europe, in 2024, retail sales for decorative cosmetics grew by 8.2%, reflecting the robust demand within the sector that encompasses eye makeup. Despite this positive trajectory, the industry encounters a substantial barrier in the form of rigorous regulatory compliance regarding chemical ingredients and packaging sustainability, which imposes complex reformulation requirements and elevates operational costs for manufacturers.

Key Market Drivers

The surging demand for organic, vegan, and cruelty-free ingredients is fundamentally reshaping product development within the global eyeliner market. Consumers are increasingly scrutinizing labels for clean formulations, compelling brands to replace synthetic additives with plant-based alternatives without compromising pigment intensity or longevity. This shift has transitioned from a niche preference to a mass-market requirement, rewarding brands that prioritize ethical sourcing and transparency over traditional chemical-heavy formulations. According to e.l.f. Beauty, May 2024, in the 'Fourth Quarter and Full Year Fiscal 2024 Results' report, the company delivered a 77% increase in net sales, a surge largely attributed to the robust consumer uptake of their accessible, cruelty-free, and vegan cosmetic offerings. This demonstrates that ethical compliance is now a potent revenue driver and a critical differentiator for manufacturers aiming to capture a conscientious demographic.

The rapid expansion of e-commerce platforms and digital retail channels has further accelerated market accessibility and sales volume. Digital storefronts allow brands to bypass traditional shelf-space limitations, offering an extensive range of colors and niche applicators directly to a global audience while utilizing virtual try-on tools to mitigate purchasing hesitation. According to L'Oreal, February 2024, in the '2023 Annual Report', e-commerce channels accounted for 27.1% of the group’s consolidated sales, underscoring the pivotal role of online transactions in sustaining growth for major beauty conglomerates. The broader momentum in the beauty sector supports this digital-first trajectory. According to Coty Inc., in 2024, like-for-like sales in the prestige segment grew by 13% in the third quarter, reflecting the continued consumer appetite for high-quality cosmetic products available through diverse modern retail touchpoints.

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Key Market Challenges

Rigorous regulatory compliance regarding chemical ingredients and packaging sustainability stands as a formidable obstacle hampering the growth of the Global Eyeliner Market. Governments worldwide are increasingly enforcing stringent restrictions on preservatives, pigments, and microplastics commonly used in eye makeup formulations. This forces manufacturers to divert substantial capital and research resources toward reformulating established products to meet new safety and environmental standards rather than focusing on innovation. The complex process of replacing non-compliant ingredients without compromising product performance or stability prolongs development cycles and delays the launch of new eyeliner collections, directly reducing speed-to-market.

This regulatory tightening creates a verifiable drag on industry expansion and international trade volumes. The impact of these escalating administrative burdens is evident in recent trade performance metrics. According to the Federation of Beauty Companies (FEBEA), in 2024, the growth rate of cosmetics exports decelerated to 6.8 percent compared to 10.8 percent in the previous year. This downturn underscores how regulatory complexity and the associated operational challenges are actively constraining the sector's ability to sustain high growth rates, limiting the potential revenue gains for eyeliner manufacturers in the global marketplace.

Key Market Trends

The integration of skincare and lash-conditioning ingredients is transforming eyeliner from a purely decorative product into a functional hybrid category. Manufacturers are increasingly infusing formulations with peptides, biotin, and hyaluronic acid to address consumer demand for products that enhance lash density and promote eye health while providing definition. This trend, often termed the "skinification" of makeup, appeals to buyers seeking multifunctional items that offer immediate aesthetic results alongside long-term conditioning benefits, allowing brands to justify premium price points. According to Oddity Tech Ltd., March 2024, in the 'Fourth Quarter and Full Year 2023 Financial Results' report, the company achieved a 57% year-over-year increase in net revenue, highlighting the substantial commercial viability of high-performance, technology-backed beauty formulations that prioritize efficacy beyond simple pigmentation.

Concurrently, there is a distinct expansion into vibrant, neon, and pastel color palettes, driven by the desire for artistic self-expression and the resurgence of nostalgic aesthetics. This trend moves beyond standard black and brown shades, encouraging the use of graphic and geometric eyeliner designs that utilize bold hues like electric blue, white, and neon green to create striking visual impacts. Brands are responding by diversifying their stock keeping units to include high-pigment, non-traditional colors that cater to experimental application styles popular on visual-centric social platforms. According to Pinterest, December 2023, in the 'Pinterest Predicts 2024' report, consumer search interest for 'blue makeup looks' increased by 65%, signaling a verifiable shift in market preference toward adventurous and colorful eye aesthetics over conventional styles.

Segmental Insights

The Online segment is anticipated to witness the fastest growth in the global eyeliner market driven by the rapid expansion of e-commerce platforms and digital retailing. This channel is expanding because it provides consumers with immediate access to a diverse range of products and the convenience of home delivery. Additionally, the adoption of digital technologies such as virtual try-on features allows buyers to visualize products before purchase, reducing the dependency on physical stores. Consequently, major cosmetic manufacturers are prioritizing their digital supply chains to capture the rising demand from internet-savvy consumers.

Regional Insights

Europe dominates the global eyeliner market due to widespread consumer demand for premium personal care products and a well-established manufacturing infrastructure. This leadership is supported by a shift in consumer preference toward natural and organic ingredients, prompting companies to develop formulations that align with strict quality parameters. The European Commission plays a vital role by enforcing the EU Cosmetics Regulation, which mandates rigorous safety assessments and ingredient transparency. These comprehensive regulatory standards build significant consumer trust and ensure the consistent availability of safe, high-quality cosmetic products across the region.

Recent Developments

• In November 2024, Fenty Beauty launched a limited-edition collection in partnership with the animated series "Arcane," introducing advanced formulations to the Global Eyeliner Market. The range featured the "Chrome Catch'r Shade-Shifting Gel Eyeliner," which provided a unique multi-chrome effect, and the "Glitty Lid Shimmer Liquid Eyeliner," designed for high-impact sparkle. These new products were developed to bridge the gap between the gaming and beauty industries, offering experiential makeup with futuristic finishes. The company's introduction of shade-shifting technology demonstrated a focus on innovation, setting new trends for thematic and creative eye makeup applications.
• In October 2024, Violette_FR partnered with the fashion label Maison Alexandra Golovanoff to unveil a capsule collection that included innovative additions to the Global Eyeliner Market. The collaboration introduced new shades of "Yeux Paint," a liquid eyeshadow and liner hybrid, featuring a metallic red and a deep coffee brown. These products were formulated to function as both a high-impact shadow and a precise eyeliner, catering to the trend of multi-functional beauty products. This launch highlighted the company's commitment to delivering versatile, high-pigment formulas that allow consumers to easily create sophisticated, Parisian-inspired evening looks.
• In July 2024, Victoria Beckham Beauty expanded its offerings in the Global Eyeliner Market by releasing "Linen," a new shade of its popular "Satin Kajal Liner." This launch introduced a highly pigmented, matte white eyeliner designed to be worn on the waterline to brighten and widen the appearance of the eyes. The product featured a creamy, waterproof formula enriched with soothing ingredients such as chamomile extract and vitamin E, reflecting the company's focus on combining luxury performance with clean beauty standards. This addition addressed the growing consumer demand for versatile, professional-grade tools that enhance eye shape and definition.
• In March 2024, e.l.f. Cosmetics collaborated with the beverage brand Liquid Death to launch a limited-edition makeup collection titled "Corpse Paint," which directly impacted the Global Eyeliner Market. This partnership introduced the "Dead Line H2O-Proof Eyeliner Pen" as a key component of a five-piece vault designed to create bold, heavy metal-inspired looks. The release underscored a strategic move by the company to disrupt traditional beauty marketing by merging edgy, counter-culture aesthetics with high-performance cosmetic formulations. The waterproof eyeliner was marketed for its durability and precision, appealing to consumers seeking long-lasting wear for graphic eye makeup styles.

Key Market Players

• L’Oreal S.A.
• LG Household & Healthcare Limited.
• Christian Dior SE
• Chanel S.A.
• Iredale Mineral Cosmetics, Ltd
• Markswin International Corporation
• Kao Corporation
• The Estée Lauder Companies Inc.
• Mary Kay Inc
• Modi-Mundipharma Beauty Products Pvt Ltd.

By Product Type	By End User	By Sales Channel	By Region
Liquid Pen Powder Wax Others	Personal Professional	Supermarkets/Hypermarkets Convenient Stores Specialty Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Eyeliner Market, By Product Type:

• Liquid
• Pen
• Powder
• Wax
• Others

• Eyeliner Market, By End User:

• Personal
• Professional

• Eyeliner Market, By Sales Channel:

• Supermarkets/Hypermarkets
• Convenient Stores
• Specialty Stores
• Online
• Others

• Eyeliner 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