The global eyeliner market continues steady growth
25 Jul 2025
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The global eyeliner market continues steady growth**, valued at **$3.36 billion in 2024** and projected to reach **$4.5 billion by 2032**, with a CAGR of **3.72%** .
**Category Segmentation**:
- **Liquid eyeliners dominate** ($1.26B in 2024), favored for precision and longevity, expected to hit $1.73B by 2032;
- **Pencil eyeliners** ($0.86B) and **gel eyeliners** ($0.67B) show robust growth, catering to portability and creative applications.
**Key Drivers**:
- **Asia-Pacific leads expansion** (China as core), fueled by social media trends (e.g., Douyin tutorials) and Gen Z spending, with local brand UKISS selling 39K+ units daily on Douyin;
- **Tech integration**: Waterproof/organic formulas demand surges (>40% share), while AR try-ons (e.g., Perfect Corp.) boost online conversion by 100%+;
- **Color diversification**: Traditional black usage drops to 65%, with earthy tones and bold hues (e.g., blue) gaining popularity among youth.
**Competitive Landscape**: Premium brands (L’Oréal, Maybelline) coexist with affordable local players (Carslan, Perfect Diary), the latter growing 300%+ online via cost-effectiveness.
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