The global mascara market shows steady expansion
28 Jul 2025
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The global mascara market shows steady expansion**, valued at **$4.4 billion in 2024** (＞35% of eye makeup share) and projected to reach **$6.5 billion by 2032**, with a CAGR of **5.8%** .
**Key Trends**:
- **Asia-Pacific Leads**: China drives growth, with local brands capturing 8 of the top 10 online sales spots (e.g., PIARA’s mascara sold 5.5 million units, generating ¥150M+ GMV); Gen Z spending and social media trends (e.g., Douyin tutorials) fuel demand.
- **Product Innovation**: 60% of new launches infuse skincare actives (hyaluronic acid, ceramides). Anti-aging (Shiseido) and vegan formulas gain traction; colored mascaras grow rapidly (CAGR **8.7%**), with blue/purple shades popular among youth.
- **Channel Shift**: AR virtual try-ons (e.g., Perfect Corp.) boost online conversion by 100%+, while live-streaming drives explosive sales (e.g., PIARA’s 618 GMV surged 101% MoM on Tmall).
**Competitive Landscape**: Premium brands (L’Oréal, Maybelline) dominate high-end segments, while affordable local players (Perfect Diary, Cofancy) grow **300%+** via cost-effective strategies, capturing lower-tier markets.
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