“Global Mascara Market to reach a market value of USD 12.1 Billion by 2031 growing at a CAGR of 8.1%”
The Global Mascara Market size is expected to reach $12.1 billion by 2031, rising at a market growth of 8.1% CAGR during the forecast period. In the year 2023, the market attained a volume of 627.82 million Units (6-12ML) experiencing a growth of 25.0% (2020-2023).
Europe is known for its strong emphasis on beauty, fashion, and personal grooming. Consumers in France, Italy, the UK, and Germany value high-quality cosmetic products, including mascara, as essential components of their daily beauty routines and self-expression. Consequently, the Europe region would acquire nearly 27% of the total market share by 2031. Additionally, the Russian E-commerce channels would register a volume of 22.39 Million Units (6-12ML) by 2031. European consumers are influenced by global beauty trends as well as regional preferences.
There has been a notable shift in beauty trends towards emphasizing eye makeup. Influenced by celebrities, influencers, and runway looks, trends such as smoky eyes, winged eyeliner, and bold lashes have become mainstream. In addition, makeup, including eye makeup, is increasingly seen as a form of self-expression. Therefore, increasing focus on eye makeup is driving the market's growth. Additionally, E-commerce platforms enable mascara brands to reach a global audience beyond traditional geographical boundaries. Furthermore, e-commerce platforms showcase various mascara products, including different formulations (waterproof, volumizing, lengthening, etc.), shades, and brands. In conclusion, the expansion of the e-commerce sector is driving the market's growth.
However, like many other cosmetics, mascara typically has a recommended shelf life of three to six months after opening. Moreover, the short lifespan can also affect consumers’ perception of value for money. If a mascara dries out or expires before it is fully used, consumers may feel they did not receive adequate value for their purchase. Thus, the short product lifespan is hampering the growth of the market.
Based on category, the mascara market is bifurcated into regular and waterproof or water-resistant. The waterproof or water-resistant segment attained a 40% revenue share in the mascara market in 2023. In terms of volume, the segment recorded 228.48 Million Units (6-12ML) in 2023. Waterproof mascaras are designed to resist water, humidity, sweat, and tears better than regular mascaras. This durability ensures that the mascara remains intact and smudge-proof throughout the day.
On the basis of product type, the mascara market is segmented into volumizing, lengthening, and curling. In 2023, the lengthening segment attained 34.7% revenue share in the mascara market. Lengthening mascaras are designed to elongate and extend lashes, creating a natural-looking effect that emphasizes eye shape and enhances overall eye appearance. Consumers appreciate the subtle yet noticeable enhancement of lengthening mascaras, making them suitable for everyday wear.
By distribution channel, the mascara market is divided into offline channels and e-commerce. The e-commerce segment procured a 42% revenue share in the mascara market in 2023. In terms of volume, the e-commerce segment recorded 281.47 Million Units (6-12ML) in 2023. E-commerce platforms provide unmatched convenience, allowing consumers to browse, compare, and purchase mascara products conveniently from home or on the move using mobile devices.
Free Valuable Insights: Global Mascara Market size to reach USD 12.1 Billion by 2031
Region-wise, the mascara market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific region witnessed 36.4% revenue share in the mascara market in 2023. The region has a large and youthful population, particularly in countries like India, Indonesia, and the Philippines. Young consumers are actively engaged in beauty trends and social media platforms, where makeup tutorials, beauty influencers, and product recommendations drive mascara purchases.
| Report Attribute | Details |
|---|---|
| Market size value in 2023 | USD 6.6 Billion |
| Market size forecast in 2031 | USD 12.1 Billion |
| Base Year | 2023 |
| Historical Period | 2020 to 2022 |
| Forecast Period | 2024 to 2031 |
| Revenue Growth Rate | CAGR of 8.1% from 2024 to 2031 |
| Quantitative Data | Volume in Million units (6-12 ml), Revenue in USD Billion, and CAGR from 2020 to 2031 | Number of Pages | 287 |
| Tables | 650 |
| Report coverage | Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Porter’s 5 Forces Analysis, Company Profiling, Companies Strategic Developments, SWOT Analysis, Winning Imperatives |
| Segments covered | Category, Product Type, Distribution Channel, Region |
| Country scope |
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| Companies Included | Chanel S.A., The Procter and Gamble Company, Coty, Inc., Shiseido Company Limited, Revlon, Inc. (MacAndrews & Forbes), The Estee Lauder Companies, Inc., L'Oreal S.A., Avon Products, Inc. (Natura &Co Holding S.A.), KOSE Corporation and Mary Kay Inc. |
By Category (Volume, Million Units (6-12ML), USD Billion, 2020-2031)
By Product Type (Volume, Million Units (6-12ML), USD Billion, 2020-2031)
By Distribution Channel (Volume, Million Units (6-12ML), USD Billion, 2020-2031)
By Geography (Volume, Million Units (6-12ML), USD Billion, 2020-2031)
This Market size is expected to reach $12.1 billion by 2031.
Increasing focus on eye makeup are driving the Market in coming years, however, Short product lifespan restraints the growth of the Market.
Chanel S.A., The Procter and Gamble Company, Coty, Inc., Shiseido Company Limited, Revlon, Inc. (MacAndrews & Forbes), The Estee Lauder Companies, Inc., L'Oreal S.A., Avon Products, Inc. (Natura &Co Holding S.A.), KOSE Corporation and Mary Kay Inc.
In the year 2023, the market attained a volume of 627.82 million Units (6-12ML) experiencing a growth of 25.0% (2020-2023).
The Volumizing segment led the Market by Product Type in 2023; thereby, achieving a market value of $5.9 Billion by 2031.
The Asia Pacific region dominated the Market by Region in 2023, and would continue to be a dominant market till 2031; thereby, achieving a market value of $4.5 Billion by 2031.
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