Mascara Market By Product (Regular, Waterproof), By Nature (Organic, Conventional), By Sales Channel (Multi-Branded Stores, Supermarkets/Hypermarkets, Online, Specialty Stores, Others (Exclusive Stores, Direct Sales, etc.)), By Region, By Competition Forecast & Opportunities 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 6.65 Billion
CAGR (2026-2031)	4.11%
Fastest Growing Segment	Waterproof
Largest Market	North America
Market Size (2031)	USD 8.47 Billion

Market Overview

The Global Mascara Market will grow from USD 6.65 Billion in 2025 to USD 8.47 Billion by 2031 at a 4.11% CAGR. Mascara is a cosmetic preparation specifically formulated to enhance the eyelashes by darkening, thickening, lengthening, or defining them, typically applied using a brush or wand. The global market is fundamentally driven by the heightening consumer emphasis on personal grooming and physical aesthetics, which sustains a consistent demand for eye-enhancing products across diverse demographics. Additionally, the market benefits significantly from continuous technological advancements in application tools and long-wear formulations, alongside the pervasive influence of digital media platforms that visually prioritize eye makeup, thereby compelling consumers to purchase products that deliver immediate, transformative results.

However, a substantial challenge impeding rapid market expansion is the increasingly stringent regulatory landscape regarding chemical safety and ingredient transparency, particularly for products applied near the sensitive ocular area. Manufacturers must navigate complex, region-specific compliance standards concerning preservatives and colorants, which can elevate production costs and slow the innovation cycle. Despite these regulatory hurdles, the sector demonstrates resilience and upward momentum. According to Cosmetics Europe, in 2025, the decorative cosmetics category, which encompasses mascara, registered a retail sales growth of 8.2% in 2024, reaching a total market value of €13.9 billion.

Key Market Drivers

The Influence of Viral Social Media Trends and Influencer-Led Marketing is rapidly reshaping the global mascara landscape, as platforms like TikTok and Instagram create immediate, high-volume demand for specific products. Consumers increasingly rely on short-form video content demonstrating "before and after" effects, which compresses the path to purchase and rewards brands that can generate algorithmic virality. This digital-first consumption model has been instrumental for major industry players; for instance, according to L'Oréal, February 2024, in the '2023 Annual Results', the Consumer Products Division achieved a like-for-like growth of 12.6%, a performance explicitly driven by the viral success of makeup innovations such as the Telescopic Lift Mascara. Consequently, manufacturers are prioritizing visual performance claims and partnering with digital creators to ensure new launches resonate within the fast-paced online beauty community.

Simultaneously, the Surge in Consumer Demand for Clean, Vegan, and Cruelty-Free Ingredients is fundamentally altering formulation strategies, moving the market away from traditional synthetic waxes and preservatives toward plant-based alternatives. Modern consumers, particularly Gen Z and Millennials, scrutinize ingredient labels for safety and ethical compliance, prompting established brands to reformulate and enabling the rapid ascent of specialized "clean" challengers. This shift is quantitatively evident in the performance of brands dedicated to these principles; according to E.l.f. Beauty, May 2024, in the 'Fourth Quarter and Full Year Fiscal 2024 Results', the company delivered a net sales increase of 77% year-over-year, surpassing $1 billion largely due to its commitment to accessible, cruelty-free cosmetics. While this specific segment surges, the broader market remains healthy, as according to Coty Inc., August 2024, total net revenues for the fiscal year 2024 grew by 10%, highlighting the overall resilience of the beauty sector amidst evolving consumer preferences.

Download Free Sample Report

Key Market Challenges

The stringent regulatory landscape regarding chemical safety and ingredient transparency serves as a significant impediment to the expansion of the global mascara market. Because mascara is applied directly to the sensitive ocular region, it is subject to more rigorous safety assessments than other cosmetic categories. Manufacturers must navigate a complex, fragmented system of international compliance standards, where an ingredient approved in one region may be restricted in another. This regulatory fragmentation forces companies to formulate multiple versions of the same product or conduct extensive, costly testing to ensure universal compliance, which directly delays product launches and extends the time-to-market for new innovations.

This rigorous compliance burden requires substantial financial investment that could otherwise be directed toward marketing or product development. The high cost of adhering to these safety standards is evident in the industry's expenditure on scientific research. According to Cosmetics Europe, in 2024, the European cosmetics and personal care industry invested approximately €2.35 billion in research and development, a significant portion of which is dedicated to meeting evolving safety regulations and ingredient standards. This heavy financial diversion into compliance limits the agility of manufacturers, hampering their ability to capitalize on emerging trends rapidly.

Key Market Trends

The Proliferation of Serum-Infused Hybrid Mascara Formulations is redefining product value by merging pigmentation with lash-conditioning treatments. Consumers are increasingly prioritizing the "skinification" of their makeup routines, seeking mascaras enriched with keratin, biotin, and peptides to counteract lash brittleness caused by daily wear and removal. This convergence of aesthetics and care has allowed mass-market brands to premiumize their portfolios, sustaining revenue momentum even as purchasing power fluctuates. According to L'Oréal, July 2024, in the 'First Half 2024 Results', the Consumer Products Division sustained its upward trajectory with a like-for-like sales growth of 8.9%, a performance supported by the continuous rollout of advanced makeup innovations that cater to this multi-benefit demand.

Simultaneously, the Expansion of Sustainable and Refillable Packaging Solutions is becoming a critical operational focus as manufacturers aim to reduce the industry's reliance on virgin plastics. Brands are redesigning the traditional mascara tube—historically a difficult item to recycle—by introducing durable, reusable aluminum or glass components paired with replaceable inner cartridges. This structural shift addresses mounting environmental concerns without compromising the preservation needed for liquid formulas. The scale of this industrial transition is highlighted by major conglomerates setting aggressive circularity targets; for instance, according to The Estée Lauder Companies, October 2024, in the 'Fiscal Year 2024 Social Impact and Sustainability Report', 71% of the company's packaging by weight was recyclable, refillable, reusable, recycled, or recoverable, reflecting the sector's tangible pivot toward waste reduction.

Segmental Insights

The waterproof segment represents the fastest-growing category within the global mascara market, primarily driven by shifting consumer preferences for long-wear cosmetics that effectively withstand high humidity and perspiration. This demand is particularly pronounced among individuals with active lifestyles who require makeup resilience during physical activities or in tropical climates where standard formulations may fail. Furthermore, manufacturers are increasingly adhering to safety standards set by agencies like the U.S. Food and Drug Administration to create gentle yet durable formulas. This dual focus on high performance and eye safety has solidified the consumer preference for waterproof options globally.

Regional Insights

North America leads the global mascara market due to the substantial purchasing power of its consumer base and the presence of prominent industry players headquartered in the United States. The region benefits from established distribution channels that ensure widespread product availability. Furthermore, consumer confidence is strengthened by the regulatory oversight of the U.S. Food and Drug Administration, which monitors cosmetic safety and labeling compliance. This combination of strong economic factors and a regulated safety environment encourages continuous market expansion and sustains North America's status as the top revenue-generating region.

Recent Developments

• In May 2025, Maybelline New York launched the Colossal Bubble Mascara, which rapidly gained traction across social media platforms for its unique "bubble" wand design and volumizing capabilities. The product was engineered to provide inflated lash volume and was supported by innovative marketing campaigns, including immersive out-of-home activations such as 3D projection mapping in major cities. The launch focused on engaging younger demographics through digital-first strategies and experiential partnerships, such as collaborations with beverage brands to create themed products. This strategic release underscored the company's commitment to driving mass-market trends through playful innovation.
• In April 2025, Fenty Beauty broadened its eye makeup offerings by launching a new brown shade of its Hella Thicc Volumizing Mascara, titled "Let'z Be Blunt". Alongside this new color variation designed to offer a softer, more natural alternative to black, the company introduced the Hella Extra Mascara-Boosting Lash Primer. This primer was formulated to enhance the wear and intensity of the mascara while nourishing lashes with conditioning ingredients. The expansion aimed to cater to a wider range of consumer preferences, particularly those seeking versatile lash looks that combine dramatic volume with lash health benefits.
• In March 2025, MAC Cosmetics expanded its popular mascara line with the release of the MACStack Elevated Mascara. This new iteration was marketed as offering superior durability with a 36-hour wear time, resisting sweat and humidity while providing significant lash lift and volume. The launch campaign highlighted the product's ability to deliver a wispy yet voluminous look without clumping, utilizing a dual-sided precision brush. The company positioned this product as a breakthrough for consumers seeking long-lasting performance in challenging conditions, further solidifying its presence in the premium mascara segment.
• In February 2025, Benefit Cosmetics introduced the BADgal Bounce Volumizing Mascara, a new addition to its mascara portfolio designed to deliver high-impact volume and lift. The product featured a custom-engineered dual-sided brush with fiber bristles to deposit the formula and a fine-tooth comb for definition, promising up to 242% more volume. To celebrate the launch, the company hosted interactive pop-up events in key markets, emphasizing the product's ability to create full, fluffy lashes. The formulation included ingredients like linden bud extract and rice wax to condition lashes while ensuring a smudge-proof, long-wearing finish.

Key Market Players

• The Estée Lauder Companies Inc.
• LVMH Moët Hennessy Louis Vuitton
• Auréa Group
• Inika Organic
• Revlon Inc.
• L'Oréal S.A
• Coty Inc.
• Unilever Plc.
• Natura Holding S.A.

By Product	By Nature	By Sales Channel	By Region
Regular Waterproof	Organic Conventional	Multi-Branded Stores Supermarkets/Hypermarkets Online Specialty Stores Others (Exclusive Stores, Direct Sales, etc.)	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Mascara Market, By Product:

• Regular
• Waterproof

• Mascara Market, By Nature:

• Organic
• Conventional

• Mascara Market, By Sales Channel:

• Multi-Branded Stores
• Supermarkets/Hypermarkets
• Online
• Specialty Stores
• Others (Exclusive Stores, Direct Sales, etc.)

• Mascara 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