아이 메이크업 시장 규모, 점유율, 성장 및 세계 산업 분석 : 유형별, 용도별, 지역별 인사이트와 예측(2024-2032년)

Growth Factors of eye makeup Market

The global eye makeup market continues to expand steadily, driven by rising beauty consciousness, social media influence, and the growing popularity of premium cosmetic products. According to the latest market data, the global eye makeup market size reached USD 12.44 billion in 2024, is expected to rise to USD 13.12 billion in 2025, and is forecasted to achieve USD 20.38 billion by 2032, supported by product innovation, virtual try-on technologies, and the rapid growth of e-commerce channels. In 2024, Asia Pacific held the largest share at 47.43%, fueled by strong beauty trends across China, India, South Korea, and Japan.

Eye makeup products such as mascara, eyeliners, eyeshadows, and brow essentials have become essential in daily beauty routines. Rising disposable incomes, urbanization, and global exposure to makeup tutorials and influencer-driven trends have contributed significantly to market expansion. The continuous launch of new shades, long-wear formulations, and natural ingredient-based eye cosmetics aligns well with evolving consumer preferences.

Market Dynamics

Market Drivers

A key growth driver is the rising global focus on physical appearance and personal grooming. Social media ecosystems, particularly Instagram, YouTube, and TikTok, play a major role in shaping beauty standards. Consumers-especially millennials and Gen Z-engage with beauty influencers who promote eye makeup styles, from everyday mascara looks to bold and artistic eyeshadow trends. As urban populations grow and incomes rise, spending on premium beauty products also increases, particularly in emerging markets. The transformation of retail through beauty tech-such as smart mirrors and AI-powered shade match tools-creates a highly interactive purchase journey that boosts market demand.

Market Restraints

However, rising awareness of the side effects of chemical-based eye cosmetics, such as parabens, phthalates, and synthetic dyes, poses challenges. Consumers concerned with allergies, irritation, and long-term health effects are increasingly cautious, pushing brands to reformulate products using safer and cleaner ingredients. Low-cost counterfeit products in developing markets exacerbate customer hesitancy due to safety concerns.

Market Opportunities

Significant opportunities arise from the surge in demand for natural, plant-based, and sustainable eye cosmetics. Modern consumers prefer products made with aloe vera, beeswax, plant extracts, and mineral-based pigments. Clean beauty trends, especially among younger demographics, support steady adoption of eco-friendly eye makeup. Additionally, the rapid rise of virtual try-on technologies, 3D-printed makeup, and smart beauty devices create strong future opportunities for brands to enhance digital experiences and customization.

Segmentation Overview

By Type

The mascara segment led the global market in 2024 due to widespread daily usage among consumers. Eyeliners hold the second-largest share, driven by diverse application styles such as winged, graphic, and tightlining. Eyeshadows show strong growth potential, with consumers preferring palette-based products for events and social occasions.

By Form

The liquid form segment dominates the market, as liquid eyeliners and mascaras offer precision and long-lasting wear. Powder form products, including eyeshadows and kohl, remain widely popular for blendability. Gel-based eye makeup is rising due to its lightweight and hydrating properties.

By Distribution Channel

Supermarkets and hypermarkets represent the largest distribution channel in 2024 due to easy accessibility and broad product assortments. Online stores are expected to grow at the fastest pace, supported by digital shopping convenience, frequent discounts, and virtual try-on tech. Brand stores are also expanding as companies launch exclusive retail outlets to strengthen consumer engagement.

Regional Insights

Asia Pacific - USD 5.90 Billion (2024)

Asia Pacific leads the global eye makeup market, driven by rising incomes, expanding working women demographics, and growing beauty awareness. Social media trends, K-beauty influence, and strong e-commerce penetration fuel product adoption across China and India.

North America

North America held approximately 23% of the global share in 2024. The region benefits from advanced beauty technologies, strong retail networks, and high spending on premium brands. The United States dominates due to its vibrant beauty influencer community and professional makeup artist ecosystem.

Europe

Europe shows strong adoption patterns due to fashion-conscious consumers and rising demand for natural and organic eye cosmetics. Major markets include Germany, France, Italy, and the U.K., supported by a thriving luxury beauty sector.

Conclusion

The global eye makeup market, valued at USD 12.44 billion in 2024, is projected to reach USD 13.12 billion in 2025 and grow significantly to USD 20.38 billion by 2032. With rising digital engagement, sustainability-focused innovations, and expanding cosmetic portfolios, the market is poised for substantial long-term growth across all regions.

Segmentation By Type

• Eye Shadow
• Eye Liner
• Mascara
• Others

By Form

• Gel
• Liquid
• Powder
• Others

By Distribution Channel

• Supermarket/Hypermarket
• Brand Store
• Online Store
• Others

By Region

• North America (By Type, Form, Distribution Channel, and Country)
  • U.S. (By Type)
  • Canada (By Type)
  • Mexico (Type)
• Europe (By Type, Form, Distribution Channel, and Country)
  • Germany (By Type)
  • U.K. (By Type)
  • France (By Type)
  • Spain (By Type)
  • Italy (By Type)
  • Russia (By Type)
  • Rest of Europe (By Type)
• Asia Pacific (By Type, Form, Distribution Channel, and Country)
  • China (By Type)
  • Japan (By Type)
  • India (By Type)
  • Australia (By Type)
  • Rest of Asia Pacific (By Type)
• Middle East & Africa (By Type, Form, Distribution Channel, and Country)
  • UAE (By Type)
  • South Africa (By Type)
  • Rest of the Middle East & Africa (By Type)
• South America (By Type, Form, Distribution Channel, and Country)
  • Brazil (By Type)
  • Argentina (By Type)
  • Rest of South America (By Type)

Table of Content

1. Introduction

• 1.1. Research Scope
• 1.2. Market Segmentation
• 1.3. Research Methodology

2. Executive Summary

3. Market Dynamics

• 3.1. Market Drivers
• 3.2. Market Restraints
• 3.3. Market Trends

4. Key Insights

• 4.1. Overview of the Parent/Related Market
• 4.2. Industry SWOT Analysis
• 4.3. Supply Chain Analysis & Regulatory Framework
• 4.4. Porter's Five Forces Analysis
• 4.5. Recent Industry Advancements

5. Global Eye Makeup Market Analysis, Insights and Forecast, 2019-2032

• 5.1. Key Findings / Summary
• 5.2. Market Analysis, Insights and Forecast - By Type
  • 5.2.1. Eye Shadow
  • 5.2.2. Eye Liner
  • 5.2.3. Mascara
  • 5.2.4. Others
• 5.3. Market Analysis, Insights and Forecast - By Form
  • 5.3.1. Gel
  • 5.3.2. Liquid
  • 5.3.3. Powder
  • 5.3.4. Others
• 5.4. Market Analysis, Insights and Forecast - By Distribution Channel
  • 5.4.1. Supermarket/Hypermarket
  • 5.4.2. Brand Store
  • 5.4.3. Online Store
  • 5.4.4. Others
• 5.5. Market Analysis, Insights and Forecast - By Region
  • 5.5.1. North America
  • 5.5.2. Europe
  • 5.5.3. Asia Pacific
  • 5.5.4. South America
  • 5.5.5. Middle East & Africa

6. North America Eye Makeup Market Analysis, Insights and Forecast, 2019-2032

• 6.1. Key Findings / Summary
• 6.2. Market Analysis, Insights and Forecast - By Type
  • 6.2.1. Eye Shadow
  • 6.2.2. Eye Liner
  • 6.2.3. Mascara
  • 6.2.4. Others
• 6.3. Market Analysis, Insights and Forecast - By Form
  • 6.3.1. Gel
  • 6.3.2. Liquid
  • 6.3.3. Powder
  • 6.3.4. Others
• 6.4. Market Analysis, Insights and Forecast - By Distribution Channel
  • 6.4.1. Supermarket/Hypermarket
  • 6.4.2. Brand Store
  • 6.4.3. Online Store
  • 6.4.4. Others
• 6.5. Market Analysis, Insights and Forecast - By Country
  • 6.5.1. U.S. Market Analysis, by Type
    • 6.5.1.1. Eye Shadow
    • 6.5.1.2. Eye Liner
    • 6.5.1.3. Mascara
    • 6.5.1.4. Others
  • 6.5.2. Canada Market Analysis, by Type
    • 6.5.2.1. Eye Shadow
    • 6.5.2.2. Eye Liner
    • 6.5.2.3. Mascara
    • 6.5.2.4. Others
  • 6.5.3. Mexico Market Analysis, by Type
    • 6.5.3.1. Eye Shadow
    • 6.5.3.2. Eye Liner
    • 6.5.3.3. Mascara
    • 6.5.3.4. Others

7. Europe Eye Makeup Market Analysis, Insights and Forecast, 2019-2032

• 7.1. Key Findings / Summary
• 7.2. Market Analysis, Insights and Forecast - By Type
  • 7.2.1. Eye Shadow
  • 7.2.2. Eye Liner
  • 7.2.3. Mascara
  • 7.2.4. Others
• 7.3. Market Analysis, Insights and Forecast - By Form
  • 7.3.1. Gel
  • 7.3.2. Liquid
  • 7.3.3. Powder
  • 7.3.4. Others
• 7.4. Market Analysis, Insights and Forecast - By Distribution Channel
  • 7.4.1. Supermarket/Hypermarket
  • 7.4.2. Brand Store
  • 7.4.3. Online Store
  • 7.4.4. Others
• 7.5. Market Analysis, Insights and Forecast - By Country
  • 7.5.1. U.K Market Analysis, by Type
    • 7.5.1.1. Eye Shadow
    • 7.5.1.2. Eye Liner
    • 7.5.1.3. Mascara
    • 7.5.1.4. Others
  • 7.5.2. Germany Market Analysis, by Type
    • 7.5.2.1. Eye Shadow
    • 7.5.2.2. Eye Liner
    • 7.5.2.3. Mascara
    • 7.5.2.4. Others
  • 7.5.3. France Market Analysis, by Type
    • 7.5.3.1. Eye Shadow
    • 7.5.3.2. Eye Liner
    • 7.5.3.3. Mascara
    • 7.5.3.4. Others
  • 7.5.4. Spain Market Analysis, by Type
    • 7.5.4.1. Eye Shadow
    • 7.5.4.2. Eye Liner
    • 7.5.4.3. Mascara
    • 7.5.4.4. Others
  • 7.5.5. Italy Market Analysis, by Type
    • 7.5.5.1. Eye Shadow
    • 7.5.5.2. Eye Liner
    • 7.5.5.3. Mascara
    • 7.5.5.4. Others
  • 7.5.6. Russia Market Analysis, by Type
    • 7.5.6.1. Eye Shadow
    • 7.5.6.2. Eye Liner
    • 7.5.6.3. Mascara
    • 7.5.6.4. Others
  • 7.5.7. Rest of Europe Market Analysis, by Type
    • 7.5.7.1. Eye Shadow
    • 7.5.7.2. Eye Liner
    • 7.5.7.3. Mascara
    • 7.5.7.4. Others

8. Asia Pacific Eye Makeup Market Analysis, Insights and Forecast, 2019-2032

• 8.1. Key Findings / Summary
• 8.2. Market Analysis, Insights and Forecast - By Type
  • 8.2.1. Eye Shadow
  • 8.2.2. Eye Liner
  • 8.2.3. Mascara
  • 8.2.4. Others
• 8.3. Market Analysis, Insights and Forecast - By Form
  • 8.3.1. Gel
  • 8.3.2. Liquid
  • 8.3.3. Powder
  • 8.3.4. Others
• 8.4. Market Analysis, Insights and Forecast - By Distribution Channel
  • 8.4.1. Supermarket/Hypermarket
  • 8.4.2. Brand Store
  • 8.4.3. Online Store
  • 8.4.4. Others
• 8.5. Market Analysis, Insights and Forecast - By Country
  • 8.5.1. China Market Analysis, by Type
    • 8.5.1.1. Eye Shadow
    • 8.5.1.2. Eye Liner
    • 8.5.1.3. Mascara
    • 8.5.1.4. Others
  • 8.5.2. India Market Analysis, by Type
    • 8.5.2.1. Eye Shadow
    • 8.5.2.2. Eye Liner
    • 8.5.2.3. Mascara
    • 8.5.2.4. Others
  • 8.5.3. Japan Market Analysis, by Type
    • 8.5.3.1. Eye Shadow
    • 8.5.3.2. Eye Liner
    • 8.5.3.3. Mascara
    • 8.5.3.4. Others
  • 8.5.4. Australia Market Analysis, by Type
    • 8.5.4.1. Eye Shadow
    • 8.5.4.2. Eye Liner
    • 8.5.4.3. Mascara
    • 8.5.4.4. Others
  • 8.5.5. Rest of Asia Pacific Market Analysis, by Type
    • 8.5.5.1. Eye Shadow
    • 8.5.5.2. Eye Liner
    • 8.5.5.3. Mascara
    • 8.5.5.4. Others

9. South America Eye Makeup Market Analysis, Insights and Forecast, 2019-2032

• 9.1. Key Findings / Summary
• 9.2. Market Analysis, Insights and Forecast - By Type
  • 9.2.1. Eye Shadow
  • 9.2.2. Eye Liner
  • 9.2.3. Mascara
  • 9.2.4. Others
• 9.3. Market Analysis, Insights and Forecast - By Form
  • 9.3.1. Gel
  • 9.3.2. Liquid
  • 9.3.3. Powder
  • 9.3.4. Others
• 9.4. Market Analysis, Insights and Forecast - By Distribution Channel
  • 9.4.1. Supermarket/Hypermarket
  • 9.4.2. Brand Store
  • 9.4.3. Online Store
  • 9.4.4. Others
• 9.5. Market Analysis, Insights and Forecast - By Country
  • 9.5.1. Brazil Market Analysis, by Type
    • 9.5.1.1. Eye Shadow
    • 9.5.1.2. Eye Liner
    • 9.5.1.3. Mascara
    • 9.5.1.4. Others
  • 9.5.2. Argentina Market Analysis, by Type
    • 9.5.2.1. Eye Shadow
    • 9.5.2.2. Eye Liner
    • 9.5.2.3. Mascara
    • 9.5.2.4. Others
  • 9.5.3. Rest of South America Market Analysis, by Type
    • 9.5.3.1. Eye Shadow
    • 9.5.3.2. Eye Liner
    • 9.5.3.3. Mascara
    • 9.5.3.4. Others

10. Middle East & Africa Eye Makeup Market Analysis, Insights and Forecast, 2019-2032

• 10.1. Key Findings / Summary
• 10.2. Market Analysis, Insights and Forecast - By Type
  • 10.2.1. Eye Shadow
  • 10.2.2. Eye Liner
  • 10.2.3. Mascara
  • 10.2.4. Others
• 10.3. Market Analysis, Insights and Forecast - By Form
  • 10.3.1. Gel
  • 10.3.2. Liquid
  • 10.3.3. Powder
  • 10.3.4. Others
• 10.4. Market Analysis, Insights and Forecast - By Distribution Channel
  • 10.4.1. Supermarket/Hypermarket
  • 10.4.2. Brand Store
  • 10.4.3. Online Store
  • 10.4.4. Others
• 10.5. Market Analysis, Insights and Forecast - By Country
  • 10.5.1. South Africa Market Analysis, by Type
    • 10.5.1.1. Eye Shadow
    • 10.5.1.2. Eye Liner
    • 10.5.1.3. Mascara
    • 10.5.1.4. Others
  • 10.5.2. UAE Market Analysis, by Type
    • 10.5.2.1. Eye Shadow
    • 10.5.2.2. Eye Liner
    • 10.5.2.3. Mascara
    • 10.5.2.4. Others
  • 10.5.3. Rest of MEA Market Analysis, by Type
    • 10.5.3.1. Eye Shadow
    • 10.5.3.2. Eye Liner
    • 10.5.3.3. Mascara
    • 10.5.3.4. Others

11. Competitive Analysis

• 11.1. Key Industry Developments
• 11.2. Global Market Share/Ranking Analysis (2024)
• 11.3. Company Profiles (Overview, Products, SWOT Analysis, Recent Developments, Strategies, financials (Based on Availability))
  • 11.3.1. Faces Canada
    • 11.3.1.1. Company Overview
    • 11.3.1.2. Business Overview
    • 11.3.1.3. Product Portfolio
    • 11.3.1.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.1.5. Recent Developments
    • 11.3.1.6. SWOT Analysis
  • 11.3.2. Revolution Beauty Ltd.
    • 11.3.2.1. Company Overview
    • 11.3.2.2. Business Overview
    • 11.3.2.3. Product Portfolio
    • 11.3.2.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.2.5. Recent Developments
    • 11.3.2.6. SWOT Analysis
  • 11.3.3. Morphe Brushes.
    • 11.3.3.1. Company Overview
    • 11.3.3.2. Business Overview
    • 11.3.3.3. Product Portfolio
    • 11.3.3.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.3.5. Recent Developments
    • 11.3.3.6. SWOT Analysis
  • 11.3.4. Natura & Co
    • 11.3.4.1. Company Overview
    • 11.3.4.2. Business Overview
    • 11.3.4.3. Product Portfolio
    • 11.3.4.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.4.5. Recent Developments
    • 11.3.4.6. SWOT Analysis
  • 11.3.5. e.l.f. Cosmetics, Inc.
    • 11.3.5.1. Company Overview
    • 11.3.5.2. Business Overview
    • 11.3.5.3. Product Portfolio
    • 11.3.5.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.5.5. Recent Developments
    • 11.3.5.6. SWOT Analysis
  • 11.3.6. Colorbar Cosmetics Pvt. Ltd.
    • 11.3.6.1. Company Overview
    • 11.3.6.2. Business Overview
    • 11.3.6.3. Product Portfolio
    • 11.3.6.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.6.5. Recent Developments
    • 11.3.6.6. SWOT Analysis
  • 11.3.7. Huda Beauty
    • 11.3.7.1. Company Overview
    • 11.3.7.2. Business Overview
    • 11.3.7.3. Product Portfolio
    • 11.3.7.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.7.5. Recent Developments
    • 11.3.7.6. SWOT Analysis
  • 11.3.8. Shiseido Company
    • 11.3.8.1. Company Overview
    • 11.3.8.2. Business Overview
    • 11.3.8.3. Product Portfolio
    • 11.3.8.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.8.5. Recent Developments
    • 11.3.8.6. SWOT Analysis
  • 11.3.9. L'Oreal S.A.
    • 11.3.9.1. Company Overview
    • 11.3.9.2. Business Overview
    • 11.3.9.3. Product Portfolio
    • 11.3.9.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.9.5. Recent Developments
    • 11.3.9.6. SWOT Analysis
  • 11.3.10. The Estee Lauder Companies Inc.
    • 11.3.10.1. Company Overview
    • 11.3.10.2. Business Overview
    • 11.3.10.3. Product Portfolio
    • 11.3.10.4. Financials (Data as available in public domain and/or on paid databases)
    • 11.3.10.5. Recent Developments
    • 11.3.10.6. SWOT Analysis

12. Strategic Recommendations/Market Opportunities