Under Eye Serum Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Creams, Gels, Serums, Others), By Skin Type (Dry Skin, Oily Skin, Combination Skin, Normal Skin, Sensitive Skin), By Sales Channel (Supermarkets/Hypermarkets, Specialty Stores, Online, and Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 4.14 Billion
CAGR (2026-2031)	10.97%
Fastest Growing Segment	Online
Largest Market	Asia Pacific
Market Size (2031)	USD 7.73 Billion

Market Overview

The Global Under Eye Serum Market will grow from USD 4.14 Billion in 2025 to USD 7.73 Billion by 2031 at a 10.97% CAGR. The Global Under Eye Serum Market consists of specialized, high-potency topical formulations designed to penetrate the thin periorbital skin to mitigate concerns such as dark circles, edema, and fine lines. The market is fundamentally driven by an aging demographic prioritizing non-invasive anti-aging solutions and increased consumer education regarding clinical-grade active ingredients. This strong demand for targeted efficacy is evident in the sector's broader financial performance; according to Cosmetics Europe, in 2024, the skincare category grew by 6.6% to reach a retail value of €30.1 billion, maintaining its position as the largest cosmetic sector in the European market.

A significant challenge impeding market expansion is the physiological sensitivity of the ocular area, which imposes strict formulation constraints on manufacturers. Companies must navigate rigorous ophthalmological testing and stringent safety regulations to ensure product tolerance, resulting in elevated research and development costs that can hinder the speed of innovation and market entry for emerging competitors.

Key Market Drivers

The increasing consumer prioritization of anti-aging efficacy significantly propels the adoption of high-performance under eye serums targeting fine lines and collagen degradation. As the global demographic shifts, there is a heightened preference for scientifically backed formulations that offer dermatological benefits beyond basic hydration, particularly for the sensitive periorbital area. This demand for clinical-grade results is reflected in the performance of major players; according to Beiersdorf, February 2024, in the 'Annual Report 2023', their Derma business unit, which focuses on targeted skin treatments, achieved an organic sales growth of 24.0%. This trend indicates a strong consumer willingness to invest in specialized products that promise visible correction of age-related concerns, directly benefiting the serum category.

Simultaneously, the rapid expansion of e-commerce and direct-to-consumer distribution channels has reshaped how consumers access niche skincare treatments. Digital platforms facilitate detailed product education, allowing brands to explain the specific mechanisms of active ingredients, which is crucial for high-involvement categories like eye serums. According to L'Oréal, February 2024, in the '2023 Annual Report', e-commerce channels maintained a significant trajectory, accounting for 27% of the company's total sales. This digital shift is further evidenced by broader industry movements where, according to The Estée Lauder Companies, in 2024, the skincare segment generated net sales of $7.91 billion, highlighting the substantial financial volume flowing through modern retail and digital beauty ecosystems.

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Key Market Challenges

The physiological sensitivity of the ocular area imposes strict formulation constraints that directly impede the rapid expansion of the Global Under Eye Serum Market. Manufacturers must prioritize product tolerance over speed, necessitating rigorous ophthalmological testing and adherence to stringent safety regulations to prevent irritation on delicate periorbital skin. This requirement forces companies to allocate substantial resources toward technical validation rather than immediate commercialization, creating a high barrier to entry for emerging competitors and lengthening the development cycle for established brands.

The economic impact of these safety prerequisites is evident in the sector's heavy reliance on continuous capital infusion to maintain compliance. According to Cosmetics Europe, in 2024, large beauty and personal care companies reinvested approximately 5% of their annual sales into research and development to meet such complex safety and efficacy standards. This significant financial commitment diverts capital from marketing and distribution, effectively slowing the rate at which new, high-potency under eye serums can enter the market and dampening overall volume growth.

Key Market Trends

The proliferation of clean beauty and organic ingredients is fundamentally reshaping the sector as consumers increasingly demand transparency for the delicate periorbital area. Unlike general facial skin, the eye contour is highly susceptible to irritation, prompting a significant shift away from synthetic preservatives toward certified organic formulations. This movement acts as a critical commercial driver where efficacy must now coexist with rigorous chemical safety standards. According to Soil Association Certification, April 2024, in the 'Organic Beauty and Wellbeing Market Report 2024', consumer demand for clean beauty products with transparent credentials drove sales in this specialized segment to soar by 11% during the previous year. Consequently, manufacturers are aggressively reformulating under eye serums with plant-based alternatives to secure loyalty among health-conscious buyers who prioritize ingredient purity over traditional synthetic potency.

Simultaneously, the expansion into men’s grooming and unisex formulations is widening the addressable market beyond the traditional female demographic. Male consumers are progressively adopting specialized routines to combat fatigue markers like dark circles, necessitating serums with lightweight and non-greasy textures that differ from rich conventional creams. Brands are responding by launching gender-neutral packaging and targeting male-specific skin concerns to capture this underpenetrated audience. This strategic broadening is yielding tangible results as evidenced by major conglomerates; according to Beiersdorf, February 2024, in the 'Annual Report 2023', the NIVEA brand, which prioritized its male-focused portfolio with new anti-aging innovations, achieved global organic sales growth of 16.2%. This performance illustrates the lucrative potential of de-gendering under eye care to engage a maturing male consumer base.

Segmental Insights

The Online distribution channel is currently recognized as the fastest-growing segment in the Global Under Eye Serum Market. This rapid expansion is primarily driven by the unparalleled convenience of e-commerce platforms, which allow consumers to access a diverse array of international and niche brands that may not be available in physical retail locations. Furthermore, the growth is supported by the increasing influence of digital marketing and social media, where detailed product reviews and educational content empower buyers to make informed purchasing decisions. Consequently, online retail effectively bridges the gap between premium skincare brands and a broader, geographically dispersed consumer base.

Regional Insights

Asia Pacific stands as the leading region in the Global Under Eye Serum Market, primarily driven by a strong cultural emphasis on comprehensive skincare routines in major markets like South Korea, Japan, and China. This dominance is supported by a rapidly expanding middle class with increasing disposable income, which accelerates the adoption of premium anti-aging products. Consumers in the region actively seek specialized treatments for concerns such as dark circles and puffiness, reflecting high beauty standards. Furthermore, the market benefits from continuous product innovation by local manufacturers who tailor formulations to specific dermatological needs, thereby solidifying the region's market position.

Recent Developments

• In August 2024, Olay broadened its mass-market portfolio within the Global Under Eye Serum Market by releasing the Super Eyes Daily Eye Serum. This product was designed to address five common eye area concerns, including dark circles, puffiness, and fine lines, through a formula containing ingredients such as vitamin C, caffeine, niacinamide, and aloe vera. The launch highlights the company's strategy to bring multi-benefit, serum-based solutions to a wider consumer base, emphasizing hydration and immediate brightening effects. The serum is positioned as a daily treatment that prepares the skin for makeup while delivering long-term anti-aging benefits.
• In August 2024, Lancôme introduced the Rénergie H.C.F. Triple Serum Eye, a new entrant in the high-performance anti-aging category of the Global Under Eye Serum Market. Leveraging the triple-dose technology from its facial serum counterpart, this eye-specific product dispenses three separate formulas simultaneously to ensure ingredient stability and potency. The serum combines hyaluronic acid, a vitamin C and niacinamide blend, and vitamin F to target wrinkles, loss of firmness, and dark circles. This launch represents a strategic move by the company to offer clinical-grade, non-invasive skincare solutions inspired by aesthetic procedures.
• In July 2024, Chanel expanded its N°1 de Chanel line with the launch of the Revitalizing Eye Serum, reinforcing its presence in the premium tier of the Global Under Eye Serum Market. The serum features Red Camellia extract as a core ingredient, which is claimed to target the first signs of aging by boosting cellular vitality and defending against oxidative stress. A key innovation in this product launch is the patented rotating applicator, designed in collaboration with packaging specialists to provide a cooling effect and massage the delicate eye contour during application, thereby enhancing the serum's efficacy in reducing the appearance of dark circles and puffiness.
• In April 2024, La Prairie introduced a reformulated version of its Skin Caviar Eye Lift, a significant development in the luxury segment of the Global Under Eye Serum Market. This new iteration was developed following breakthrough research into the structural science of the eye area, specifically focusing on the ligaments that support skin architecture. The product combines two proprietary formulas, Caviar Infinite and Caviar Micro-Nutrients, which are housed in a dual-chamber bottle and fuse upon application. This launch underscores the company's focus on advanced ligament-to-cell communication to address signs of aging such as sagging, fine lines, and puffiness.

Key Market Players

• The Estée Lauder Companies Inc
• L'Oreal S.A.
• Shiseido Co., Ltd.
• The Procter & Gamble Company
• Unilever PLC
• LVMH Moët Hennessy-Louis Vuitton SE
• Chanel
• Amorepacific Corporation
• Barbara Sturm Molecular Cosmetics GmbH
• Kimirica Hunter International LLP

By Type	By Skin Type	By Sales Channel	By Region
Creams Gels Serums Others	Dry Skin Oily Skin Combination Skin Normal Skin Sensitive Skin	Supermarkets/Hypermarkets Specialty Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Under Eye Serum Market, By Type:

• Creams
• Gels
• Serums
• Others

• Under Eye Serum Market, By Skin Type:

• Dry Skin
• Oily Skin
• Combination Skin
• Normal Skin
• Sensitive Skin

• Under Eye Serum Market, By Sales Channel:

• Supermarkets/Hypermarkets
• Specialty Stores
• Online
• Others

• Under Eye Serum 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