Global Eye Makeup Market 2016-2020

  • Published: Sep 2016
  • Pages: 61
  • SKU: IRTNTR10411

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This market research report identifies P&G, LOréal, Shiseido, Estée Lauder, and LVMH to be the key vendors in the global eye makeup market. This research report also presents a detailed segmentation of the market by product (mascaras, eye shadow kits, eye liners and pencils, and other eye makeup products), distribution channel (hypermarkets, supermarkets, and department stores, specialty retailers, pharmacy and drugstores, and others), and geography (the Americas, APAC, Europe, and MEA).

Overview of the global eye makeup market

Technavio’s market research analyst predicts the global eye makeup market to grow at a CAGR of more than 5% during the forecast period. The eye makeup segment is one of the fastest-growing segments of the global color cosmetics market, thanks to the continuous introduction of new and innovative eye products in the market. At present, the global eye makeup market is witnessing a growing demand for waterproof eye makeup products especially during summers. Waterproof eye makeup products have been gaining huge popularity as these product lines can fight humidity and heat, without affecting the makeup. Several manufacturers are coming up with sweat proof makeup products that lasts all day long. Such durable and premium eye makeup products are specifically popular among working women. The demand for smudge-free eye makeup including waterproof eyeliners are increasing significantly among sportswomen participating in swimming, exercising, and other humid outdoor activities. The latest development in this market is the growing preference for mineral eye makeup as it is natural and has inorganic substances that contain no carbon. With women increasingly using natural mineral eye makeup products, the overall market will witness significant growth during the forecast period.

The Americas accounted for around 35% of the global eye makeup market in 2015 and is anticipated to maintain its dominance during the forecast period. The US is the major revenue contributor to the region’s market owing to the high sales of eye liners and eye pencils. The eyebrow segment is the best performing segment in the eye makeup market and generated revenues worth USD 129 million in 2015. The growing trend towards bold eyebrows and the subsequent demand for long-lasting eyebrow pencils will spur the growth prospects for the market in the region in the coming years.

Competitive landscape and key vendors

The global eye makeup market is marked by the presence of both top vendors and private players operating across the globe. The prevalence of intense competition in the market has pushed manufacturers to come up with innovative products to meet the fashion trends among customers. Several vendors are using celebrity endorsements and fashion shows to showcase new trends in premium cosmetics and to also extend their market visibility and profit margins.

Leading vendors in the market are -

  • P&G
  • L'Oréal
  • Shiseido
  • Estée Lauder
  • LVMH

Other prominent vendors in the eye makeup market include Amway, Avon, Clarins, Coty, Chanel, Kao, Natura, O Boticário, Revlon, and Unilever.

Product segmentation and analysis of the eye makeup market

  • Mascaras
  • Eye shadow kits
  • Eye liners and pencils

Mascaras are the largest-selling eye makeup products across the globe and are likely to occupy around 54% of the overall market revenue during the forecast period. These eye products are in high use because of their safe ingredients. Manufacturers of these products focus on quality assurance and good manufacturing practices which includes testing the compatibility of the product with packaging and its shelf life.  A few vendors are also offering several innovative products, such as mascaras with anti-aging serum content. Some of the key players in the mascara market include L'Oréal, Max Factor, Estée, The Face Shop, Benefit Cosmetics, Chanel, LVMH, and Shiseido.

Segmentation by distribution channel and analysis of the eye makeup market

  • Hypermarkets, supermarkets, and department stores
  • specialty retailers
  • Pharmacy and drugstores

During 2015, retail outlets such as hypermarkets, supermarkets, and department stores dominated the market and accounted for around 44% of the total market share. The increasing penetration of these organized retail stores has prompted several eye makeup brands to extend their visibility and reach through these retail formats. These retail stores stock different varieties of products from multiple brands, offering a wide range of options to consumers. Walmart and Target in the US are some of the most popular retailers in this segment.

 Key questions answered in the report include

  • What will the market size and the growth rate be in 2020?
  • What are the key factors driving the global eye makeup market?
  • What are the key market trends impacting the growth of the global eye makeup market?
  • What are the challenges to market growth?
  • Who are the key vendors in the global eye makeup market?
  • What are the market opportunities and threats faced by the vendors in the global eye makeup market?
  • Trending factors influencing the market shares of the Americas, APAC, Europe, and MEA.
  • What are the key outcomes of the five forces analysis of the global eye makeup market?

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Table of Contents

PART 01: Executive summary

  • Highlights

PART 02: Scope of the report

  • Market overview
  • Top-vendor offerings

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Market landscape

  • Global color cosmetics market
  • Global eye makeup market
  • Five forces analysis

PART 06: Eye makeup products by ingredients

PART 07: Market segmentation by distribution channel

PART 08: Market segmentation  by products

  • Global eye makeup market by product type
  • Global mascaras market
  • Global eye liners and pencils market
  • Global eye shadow kits market
  • Global other eye makeup products market

PART 09: Geographical segmentation

  • Market segmentation by geography
  • Eye makeup market in the Americas
  • Eye makeup market in Europe
  • Eye makeup market in APAC
  • Eye makeup market in MEA

PART 10: Market drivers

  • Rise in demand for waterproof eye makeup products
  • Increased adoption of premium products
  • Social media and celebrity endorsements

PART 11: Impact of drivers

PART 12: Market challenges

  • Tax implications
  • Inbound logistic issues
  • Ethical sourcing of ingredients

PART 13: Impact of drivers and challenges

PART 14: Market trends

  • Customized virtual platforms to enhance shopping experience
  • Surge in demand for mineral eye makeup
  • 3D makeup printer

PART 15: Vendor landscape

  • Competitive scenario

PART 16: Key vendor analysis

  • Procter & Gamble (P&G)
  • L’Oréal
  • Shiseido
  • Estée Lauder
  • LVMH Moët Hennessy Louis Vuitton

PART 17: Appendix

  • List of abbreviations

PART 18: Explore Technavio

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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