Mascara Market

Global Mascara Market Overview

Mascara Market Size was valued at USD 8.65 billion in 2024. The mascara market industry is projected to grow from USD 9.17 billion in 2025 to USD 15.62 billion by 2034, exhibiting a compound annual growth rate (CAGR) of 6.1% during the forecast period (2025 - 2034). The growing working women population along with the growing innovation by key players are driving the market growth.

Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review

Mascara Market Trends

• The Growing Women Working Population

The growing women working population across different age groups from different regions has increased the usage of mascara which in turn has increased its sales and eventually contributing to its market growth. For instance, according to the U.S. Bureau of Labor Statistics, in 2019, 57.4% of all women participated in the labor force. This was 2.6 percentage points below the peak of 60.0 percent in 1999, but it was an increase from the 57.1 percent who participated in 2018. In comparison, the labor force participation rate for men was 69.2 percent in 2019, which was a little different from the year before and 17.4 percentage points lower than its peak of 86.6 percent in 1948. The substantial increase in women's labor force participation throughout the second half of the 20th century was a significant change in the labor market. From the 1960s through the 1980s, women's labor market participation rose significantly overall before ebbing in the 1990s. Women's labor market participation started to gradually decrease towards the turn of the twenty-first century, reaching a recent low of 56.7 percent in 2015.

Over the years, there have been some significant changes in how women participate in the labor market. Women, for instance, increased significantly in their likelihood to seek higher education: from 1970 to 2019, the proportion of women in the labor force between the ages of 25 and 64 who held a college degree quadrupled, whereas the percentage of men with a college degree hardly increased. Women are now more likely than men to work full-time, year-round jobs. Women with children are now far more prevalent in the labor sector. Additionally, throughout time, women's wages as a percentage of men's earnings have increased: in 1979, women working full-time earned 62 percent of what men earned, and in 2019, that percentage rose to 82 percent. The baby boom generation, defined as those born between 1946 and 1964, has just started to retire in large numbers, which has caused their labor market participation rate to decline during the past eight to ten years. Hence, the growing women working population has increased the usage of mascara which in turn is expected to boost its market growth.

Mascara Market Segment Insights

Mascara Product Type Insights

Based on product type, the Mascara Market segmentation includes volumizing, lengthening, and curling. The volumizing segment held the majority share in 2022 contributing to around a market value of USD 3.67 billion of Mascara Market revenue. Volumizing mascaras are intended to provide the appearance of bigger, fuller eyelashes. Wax, fiber, and polymer elements are frequently present in them, which contribute to the lashes' increased volume and thickness. A volumizing mascara frequently has a big, fluffy brush to assist coat each lash equally and impart volume. The growing popularity of volumizing mascaras may be linked to the fact that they provide the appearance of longer, fuller eyelashes, which is something that most women find attractive. Thickeners give mascara coating on eyelashes additional volume, such as hydroxyethyl cellulose. Even though they are frequently used, they make a product more viscous so that mascara may be applied smoothly. The volumizing segment accounted for the market share of 50.78% in 2021 and is projected to register a CAGR of 6.74% during the forecast period.  

November 2020: Covergirl launched lash blast clean volume, a mascara that pairs an ingredient-conscious formula with high performance. Lash Blast Clean Mascara is formulated without parabens, sulfates, talc, and mineral oil and adds lash-loving ingredients like Argan and Marula oils that leave lashes feeling conditioned. With a brush designed to reach each lash for visibly longer, fuller lashes, this smudge-proof, clump-proof, the wear-proof formula lasts all-day

April 2023: Kylie Cosmetics made its debut in the mascara market with the launch of the Kylash Volume mascara. As part of the marketing initiative, the company has launched a range of haute images highlighting the fluffy eyelashes that could be achieved with the mascara.

Figure 2: Mascara Market, By Product Type, 2022 & 2032 (USD Billion)

Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review

Mascara Category Insights

Based on Category, the Mascara Market segmentation includes regular and waterproof. The regular segment held the majority share in 2022 contributing to around ~70-75% of the Mascara Market revenue. The most popular kind of mascara is regular mascara. It has a water-based composition and works on both real and synthetic lashes. There are several colors of regular mascara available, but black is the most often used. This kind of mascara is simple to use and often gives off a natural appearance. It is also the kind of mascara that costs the least. However, after time, ordinary mascara might flake off or smear. Regular mascara is intended to provide the lashes with an improvement that looks natural without adding excessive volume or length. It's a popular choice for everyday wear and can be found at drugstores, department shops, and online. The survey by Statista found that 45% of UK women aged 18-29 use mascara daily, making it the most popular makeup product among women. Highlighting the growing demand among younger consumers. The regular segment is expected to grow at a market CAGR of 6.26%.

November 2022: Shiseido Japan in collaboration with Spiber has added a new three range of colors mascara products using brewed protein fibers. The fibers are a type of biodegradable cosmetic ingredient derived from plant-based biomass material.

September 2022: Fenty Beauty brand of Rhianna, has launched a new mascara under the name Hella Thicc Volumizing Mascara that is designed to add volume to the eyelashes with the ultra-creamy formula. The product is designed by keeping in mind the different types of lashes including long, short, fine, and dense, and comes with a precision brush that aids in adding more volume & a better control

Mascara Distribution Channel Insights

Based on the distribution channel, the global mascara industry market data has been segmented into store-based and non-store-based. The store-based segment accounts for the largest market share of ~75% in 2022. Stored-based are the most popular and widely used distribution channels for mascara. The store-based category is segmented into supermarkets and hypermarkets, specialty shops, and others. Supermarkets & hypermarkets play a significant role in the distribution of mascara products. Furthermore, the supermarkets and hypermarkets sub-segment is expected to be the largest, as these channels account for the maximum sale of mascara.

Mascara Regional Insights

By Region, the study segments the market into North America, Europe, Asia-Pacific, and the Rest of the World. Asia-Pacific mascara market is predicted to be the fastest-growing regional market during the research period due to increased awareness of different eye makeup products, notably customized & customized eye makeup products. In addition, the launch of mascara in the region is boosting the growth of the market for mascara. Over the forecast period, increasing awareness of changing beauty trends and the availability of new and more efficient products in the markets of India mascara market, China mascara market, South Korea mascara market, and the Philippines mascara market, among others, will drive the regional market. The growing popularity of cosmetics in developing nations, together with rising disposable income, is expected to favorably affect market growth in Asia-Pacific. Increasing consumer spending on cosmetic products is likely to enhance the sale of mascara in Asia-Pacific.

The major countries studied are the US, Canada, Mexico, the UK, France, Germany, Italy, Spain, China, India, Japan, Australia and New Zealand, South America, the Middle East, and Africa.

Figure 3: MASCARA MARKET SHARE BY REGION, 2022 & 2032 (USD Billion)

Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review

The Europe mascara market, the market is expected to witness significant growth due to the increasing demand for organic and natural products. Consumers are becoming more aware of the harmful chemicals present in conventional cosmetic products and are opting for natural and organic cosmetic products. Another factor driving the growth of the mascara market in Europe is the increasing popularity of social media platforms. Social media platforms such as Instagram and YouTube have become important marketing channels for cosmetic brands, with influencers and beauty bloggers promoting various products in countries like the UK mascara market, Spain mascara market, Italy mascara market, etc. This has helped to increase the visibility of various mascara brands and has driven the growth of the market. In terms of distribution channels, the online channel is expected to witness significant growth in Europe due to the increasing penetration of the internet and the growing popularity of e-commerce platforms

North America mascara market is an important market for mascara, with the United States mascara market being the largest in the area. growing demand for cosmetic goods, growing disposable income, and the presence of notable firms in the area are some of the main factors driving the growth of the mascara market in North America. The region's desire for waterproof mascara is rapidly increasing because of its long-lasting and smudge-proof properties. The growing desire for natural and organic goods is one of the primary drivers of the North American mascara industry. Consumers are becoming more aware of the components in their cosmetic products and prefer items free of dangerous chemicals. As a result, the demand for mascaras has increased throughout North America. The market in the rest of the world consists of South America, the Middle East, and Africa South America is expected to maintain its supremacy over the predicted period. Many multinational players are focusing on the developing nations of the South America mascara market to increase the sale of mascara. The Middle East mascara market accounts for a decent share of the market and is projected to expand at a significant growth rate during the forecast period. One of the key factors for the rising demand for mascara is the increasing use of men's and women's cosmetic products

Mascara Key Market Players & Competitive Insights

Major market players are spending a lot of money on R&D to increase their product lines, which will help the mascara market grow even more. The major companies are taking strategic initiatives to expand their global footprint including entering into strategic contracts with suppliers, innovative product launches, collaborative partnerships, and mergers and acquisitions with other key participants in the market. Further, the companies are also making strategic investments in profitable sub-segments of the market and innovative marketing initiatives to boost product and brand awareness. Competitors in the mascara industry must offer innovative products that are trending to expand and survive in an increasingly competitive and rising market environment.

One of the primary business strategies adopted by manufacturers in the global mascara industry to benefit clients and expand the mascara market sector is strategic partnerships that are providing a significant advantage over the stiff competition among players in the market.

The Estée Lauder Companies Inc. manufactures, sells, and markets skincare, makeup, fragrance, and hair care products. The company provides a wide range of products, such as moisturizers, cleansers, serums, toners, acne care products, body care products, exfoliators, cleansing devices, facial masks, and sun care products; and makeup products, including mascaras, lipsticks, lip glosses, foundations, eyeshadows, nail polishes, and powders, as well as related items, including compacts, brushes, and other makeup tools. The company offers its products under the brand name MAC, Estée Lauder, Bobbi Brown, Aramis, Clinique, Prescriptives, Too Faced, Smashbox, Lab Series, Origins, La Mer, Aveda, Editions de Parfums Frédéric Malle, Jo Malone London, Bumble and bumble, Darphin, Ojon, RODIN olio lusso, FLIRT!, Le Labo, GLAMGLOW, By Kilian, and BECCA. The company sells its products through specialty multi-brand retailers, department stores, pharmacies, upscale perfumeries, salons, and spas; freestanding stores; e-commerce Websites; stores in airports and cruise ships; in-flight and duty-free shops; and self-select outlets. The company operates across the Americas, Europe, the Middle East, Africa, and Asia-Pacific.

LVMH covers 75 houses that create products for the luxury market. The company operates in six business categories Fashion & Leather goods, Wines & Spirits, Watches & Jewelry, Perfumes & Cosmetics, Selective Retailing, and other activities. The Wines & Spirits segment develops and sells high-quality champagne wines and sparkling wines along with this it also distributes vodka and white liquor. The Fashion & Leather Goods segment is involved in the production of bags, luggage items, accessories, shoes, and clothes. The Perfumes & Cosmetics segment engages in the manufacturing and distribution of fragrances, make-up, and skin care products. The Watches & Jewelry segment deals in luxury watches and accessories for men to women that are specialized in chronographs and ultimate precision

Key Companies in the Mascara market include

• The Estée Lauder Companies Inc.
• LVMH
• Shiseido Company, Limited
• L’oréal S.A.
• Unilever
• Revlon, Inc.
• Oriflame Holding AG
• Coty Inc
• KOSE Corporation
• Avon Products, Inc.

Mascara Industry Developments

March  2022: MAC launched the new product Mac Stack Mascara. It has been the biggest innovation of 2022 and product development for over two years. The mascara itself comes in two variations, with different brush sizes: classic and a version with a “micro brush” perfect for shorter or hard-to-reach bottom lashes. The mascara’s self-declared claim to fame is its buildability — you can “stack” it coats after coat.

November 2022: Shiseido Company, Limited has jointly developed a cosmetic ingredient by using Brewed Protein fiber, a biodegradable*1 structural protein made from plant-derived biomass, developed by Spiber Inc., with the goal of applying them in products. This is the first time that cosmetics containing Spiber’s material have been launched on the market. While considering the environment, the company had applied Brewed Protein materials in the products as mascara fiber that creates supple and beautiful eyelashes and will further promote its wider use in our future product development.

November 2022: Oriflame expands its list of more than 60 markets by opening sales in Germany. The official launch of sales in this country took place on November 30th. Germany joins the European region of Oriflame. This is the first time in more than 20 years that Oriflame launches sales in a new European market. This presents a unique business opportunity as Germany features one of the largest Direct Selling markets in the world: 60% of German consumers trust family and friends’ recommendations as their #1 buying information source.

Mascara Market Segmentation

Mascara Product Type Outlook

• Volumizing
• Lengthening
• Curling

Mascara Category Outlook

• Regular
• Waterproof

Mascara Distribution Channel Outlook

Store-Based

• Supermarkets & Hypermarkets

• Specialty Stores
• Others

Non-Store-Based

Mascara Regional Outlook

North America

• US

• Canada
• Mexico

Europe

• Germany

• UK

• France

• Spain

• Italy
• Rest of Europe

Asia-Pacific

• China

• Japan

• India

• Australia and New Zealand
• Rest of Asia-Pacific

Rest of the World

• South America

• The Middle East
• Africa

Mascara Market Segmentation

Mascara Product Type Outlook (USD Million, 2025-2034)

• Volumizing

• Lengthening

• Curling

Mascara Category Outlook (USD Million, 2025-2034)

• Regular

• Waterproof

Mascara Distribution Channel Outlook (USD Million, 2025-2034)

• Store-Based

  • Supermarkets & Hypermarkets

  • Specialty Stores

  • Others

• Non-Store-Based

Mascara Regional Outlook (USD Million, 2025-2034)

• North America Outlook (USD Million, 2025-2034)

  • North America Mascara by Product Type

    • Volumizing

    • Lengthening

    • Curling

  • North America Mascara by Category

    • Regular

    • Waterproof

  • North America Mascara by Distribution Channel

    • Store-Based

      • Supermarkets & Hypermarkets

      • Specialty Stores

      • Others

    • Non-Store-Based

  • US Outlook (USD Million, 2025-2034)

  • US Mascara by Product Type

    • Volumizing

    • Lengthening

    • Curling

  • US Mascara by Category

    • Regular

    • Waterproof

  • US Mascara by Distribution Channel

    • Store-Based

      • Supermarkets & Hypermarkets

      • Specialty Stores

      • Others

    • Non-Store-Based

  • Canada Outlook (USD Million, 2025-2034)

  • Canada Mascara by Product Type

    • Volumizing

    • Lengthening

    • Curling

  • Canada Mascara by Category

    • Regular

    • Waterproof

• Canada Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Mexico Outlook (USD Million, 2025-2034)

• Mexico Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Mexico Mascara by Category

  • Regular

  • Waterproof

• Mexico Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Europe Outlook (USD Million, 2025-2034)

  • Europe Mascara by Product Type

    • Volumizing

    • Lengthening

    • Curling

  • Europe Mascara by Category

    • Regular

    • Waterproof

  • Europe Mascara by Distribution Channel

    • Store-Based

      • Supermarkets & Hypermarkets

      • Specialty Stores

      • Others

    • Non-Store-Based

• Germany Outlook (USD Million, 2025-2034)

• Germany Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Germany Mascara by Category

  • Regular

  • Waterproof

• Germany Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• UK Outlook (USD Million, 2025-2034)

• UK Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• UK Mascara by Category

  • Regular

  • Waterproof

• UK Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• France Outlook (USD Million, 2025-2034)

• France Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• France Mascara by Category

  • Regular

  • Waterproof

• France Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Spain Outlook (USD Million, 2025-2034)

• Spain Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Spain Mascara by Category

  • Regular

  • Waterproof

• Spain Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Italy Outlook (USD Million, 2025-2034)

• Italy Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Italy Mascara by Category

  • Regular

  • Waterproof

• Italy Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Rest of Europe Outlook (USD Million, 2025-2034)

• Rest of Europe Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Rest of Europe Mascara by Category

  • Regular

  • Waterproof

• Rest of Europe Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Asia-Pacific Outlook (USD Million, 2025-2034)

  • Asia-Pacific Mascara by Product Type

    • Volumizing

    • Lengthening

    • Curling

  • Asia-Pacific Mascara by Category

    • Regular

    • Waterproof

• Asia-Pacific Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• China Outlook (USD Million, 2025-2034)

• China Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• China Mascara by Category

  • Regular

  • Waterproof

• China Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Japan Outlook (USD Million, 2025-2034)

• Japan Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Japan Mascara by Category

  • Regular

  • Waterproof

• Japan Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• India Outlook (USD Million, 2025-2034)

• India Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• India Mascara by Category

  • Regular

  • Waterproof

• India Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Australia & New Zealand Outlook (USD Million, 2025-2034)

• Australia & New Zealand Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Australia & New Zealand Mascara by Category

  • Regular

  • Waterproof

• Australia & New Zealand Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Rest of Asia-Pacific Outlook (USD Million, 2025-2034)

• Rest of Asia-Pacific Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Rest of Asia-Pacific Mascara by Category

  • Regular

  • Waterproof

• Rest of Asia-Pacific Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Rest of the World Outlook (USD Million, 2025-2034)

  • Rest of the World Mascara by Product Type

    • Volumizing

    • Lengthening

    • Curling

  • Rest of the World Mascara by Category

    • Regular

    • Waterproof

  • Rest of the World Mascara by Distribution Channel

    • Store-Based

      • Supermarkets & Hypermarkets

      • Specialty Stores

      • Others

    • Non-Store-Based

  • South America Outlook (USD Million, 2025-2034)

  • South America Mascara by Product Type

    • Volumizing

    • Lengthening

    • Curling

  • South America Mascara by Category

    • Regular

    • Waterproof

• South America Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• The Middle East Outlook (USD Million, 2025-2034)

• The Middle East Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• The Middle East Mascara by Category

  • Regular

  • Waterproof

• The Middle East Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based

• Africa Outlook (USD Million, 2025-2034)

• Africa Mascara by Product Type

  • Volumizing

  • Lengthening

  • Curling

• Africa Mascara by Category

  • Regular

  • Waterproof

• Africa Mascara by Distribution Channel

  • Store-Based

    • Supermarkets & Hypermarkets

    • Specialty Stores

    • Others

  • Non-Store-Based