Eye Makeup Market Forecast: Emerging Trends & Growth Opportunities

The global eye makeup market is expected to grow from US$ 19.9 billion in 2025 to US$ 30.5 billion by 2032, expanding at a CAGR of 6.3%. This growth is driven by rising consumer interest in long-lasting, personalized, and skin-friendly cosmetics. Eye makeup—including mascara, eyeliner, and eyeshadow—continues to evolve with trends driven by social media influencers, product innovation, and ethical consumption.

Mascara remains the top-selling eye product due to its everyday appeal and high repurchase rate, especially with innovations like waterproof, volumizing, and smudge-proof formulas. Increasing consumer preference for clean, vegan, and cruelty-free ingredients has reshaped offerings in major markets like North America and Europe. Meanwhile, the Asia Pacific region sees robust demand fueled by youth-driven trends and K-beauty influence.

The e-commerce boom—particularly in emerging economies—is transforming purchasing habits, with platforms like Nykaa and Shopee reporting strong eye makeup sales. However, concerns around allergic reactions and sensitive eye areas have pushed demand for hypoallergenic, ophthalmologist-tested formulations.

With rising demand across both offline and online channels, the eye makeup market is poised for sustained growth, supported by innovation, digital engagement, and a shift towards more sustainable, ethical beauty.