The global eye makeup market continues robust expansion
23 Jul 2025
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**The global eye makeup market continues robust expansion**, valued at **$12.44 billion in 2024** and projected to reach **$20.38 billion by 2032**, with a CAGR of **6.5%**.
**Category Insights**: Mascara dominates (＞35% share), while eyeshadow grows fastest (CAGR **6.2%**). Eyeliner pencils gain traction for precise application.
**Key Drivers**:
- **Asia-Pacific Leads**: China drives growth (8.3% CAGR), with local brands capturing 8 of the top 10 online sales spots (e.g., PIARA’s mascara sold 5.5 million units)；
- **Tech Integration**: AR virtual try-ons (e.g., Perfect Corp.) enhance engagement, with live-streaming sales surging **101%** during promotional events；
- **Ingredient Innovation**: 60% of new products infuse skincare actives (hyaluronic acid, ceramides). Anti-aging mascaras (Shiseido) and vegan formulas gain popularity.
**Competitive Landscape**: Premium brands (L’Oréal, Estée Lauder) coexist with affordable local players (Perfect Diary, Cofancy), the latter growing **300%** via cost-effectiveness.
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