Global Eyeliner/Pencil Market Outlook, 2029
- Bonafide Research
- 30-08-2024
- Region : Global
- Category : Consumer Goods & Services
- Beauty & Personal Care
The Eyeliner/Pencil market is expected to grow at over 7.64% CAGR from 2024 to 2029, with e-commerce driving brand investments and broader product availability.
- Historical Period2018-2022
- Base Year2023
- Forecast Period2024-2029
- CAGR (2024-2029) 7.64%
- Largest MarketNorth America
- Format
Market Analysis
Eyeliner, a mainstay in numerous makeup routines, adds definition and intensity to the eyes. Whether it's a timeless black wing, a striking colored line, or a subtle tightline, eyeliner accentuates the shape and depth of the eyes, making them appear larger and more captivating. Consumers are increasingly seeking products tailored to their unique preferences. The demand for personalized eyeliners through customized shades, packaging, or formulations reflects a broader trend towards individualized beauty experiences. Brands offering customization options are capitalizing on this trend, allowing consumers to create products that align with their personal style and needs. The rise of multi-functional beauty products is also evident in the eyeliner market. Consumers are drawn to eyeliners that offer additional benefits beyond basic application. For instance, some eyeliners are now formulated with ingredients that provide skincare benefits, such as hydrating or anti-aging properties, adding value and convenience to the product. Sustainability remains a key driver in consumer purchasing decisions. The global eyeliner market is witnessing an increase in demand for eco-friendly products, including those with biodegradable packaging, refillable options, and formulations free from harmful chemicals. Brands prioritizing sustainability are gaining favor among environmentally conscious consumers. Korean (K-beauty) and Japanese (J-beauty) beauty trends are significantly influencing the global market. These trends emphasize innovative formulations and application techniques, such as waterproof and long-lasting eyeliners. The popularity of these trends has sparked a growing interest in Asian beauty products and inspired international brands to incorporate similar features into their lines. The growing interest in bold and experimental makeup looks is shaping the eyeliner market. Consumers are exploring a wide range of colors, textures, and finishes, from vibrant hues to glitter and metallics. Eyeliners that offer unique effects, such as matte, glossy, or holographic finishes, are becoming increasingly popular among trend-conscious consumers. According to the research report "Global Eyeliner/ Pencil Market Outlook, 2029," published by Bonafide Research, the eyeliner/pencil market is anticipated to grow at more than 7.64% CAGR from 2024 to 2029. With the growth of e-commerce, brands are investing in their online presence to reach a broader audience. Effective digital marketing strategies, including social media campaigns, influencer partnerships, and online tutorials, help brands engage with consumers and drive sales. Advances in eyeliner formulations, such as smudge-proof, waterproof, and long-wearing products, are becoming increasingly popular. Innovations like gel-based and liquid pen eyeliners offer enhanced performance and ease of use. There is a growing emphasis on sustainability in packaging. Brands are adopting eco-friendly materials and refillable packaging solutions to appeal to environmentally conscious consumers. For example, Urban Decay has introduced eyeliners with packaging made from recycled materials and biodegradable components, aiming to reduce the environmental impact of their products. The global eyeliner/pencil market is influenced by several key associations that shape industry standards and practices. The Personal Care Products Council (PCPC) sets safety and regulatory guidelines for cosmetics, including eyeliners. The International Fragrance Association (IFRA) ensures that fragrances used in eyeliners meet safety standards. The American Society of Cosmetic Chemists (SCC) provides valuable insights into cosmetic formulations. The European Federation for Cosmetic Ingredients (EFfCI) and Beauty Industry West (BIW) support ingredient safety and industry networking.
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Download SampleMarket Dynamic
Market Drivers • Influence of Pop Culture and Celebrity Endorsements: Pop culture and celebrity endorsements have a profound impact on the eyeliner market. High-profile celebrities and fashion icons often set beauty trends by showcasing specific eyeliner looks or endorsing particular brands. This influence drives consumer interest and purchasing behavior, as fans and beauty enthusiasts seek to replicate the looks of their favorite stars. Collaborations between brands and celebrities, including limited-edition collections and exclusive product lines, further capitalize on this trend, boosting brand visibility and market demand. • Advancements in Vegan and Cruelty-Free Formulations: The growing awareness and demand for vegan and cruelty-free beauty products are driving innovation in the eyeliner market. Consumers are increasingly seeking products that align with their ethical values, leading brands to develop eyeliners that are free from animal-derived ingredients and not tested on animals. This shift is pushing the industry towards more sustainable and ethical practices, with brands investing in certifications and transparent labeling to meet consumer expectations. The rise of ethical consumerism is a significant driver of growth and innovation in the market. Market Challenges • Global Supply Chain Disruptions: The global eyeliner market faces challenges related to supply chain disruptions, which can impact product availability and cost. Issues such as raw material shortages, transportation delays, and geopolitical tensions affect the production and distribution of eyeliners. Brands must adapt by diversifying their supply chains, investing in local manufacturing, and developing contingency plans to mitigate the impact of these disruptions. Managing supply chain complexities is crucial for maintaining consistent product quality and meeting market demands. • Concerns Over Ingredient Safety and Efficacy: As consumers become more informed about cosmetic ingredient safety, there is a heightened focus on the efficacy and safety of eyeliner formulations. Brands must address concerns related to potential irritants, allergens, and long-term effects of cosmetic ingredients. Ensuring that products undergo rigorous testing and are supported by clinical evidence is essential for gaining consumer trust. This challenge requires ongoing research and development to create formulations that are both effective and safe for a wide range of skin types. Market Trends • Integration of Skincare Benefits in Eyeliners: A notable trend is the incorporation of skincare benefits into eyeliner formulations. Brands are developing eyeliners that include nourishing ingredients like vitamins, hyaluronic acid, and peptides to promote eye health and enhance the appearance of the delicate skin around the eyes. This trend reflects a broader movement towards multifunctional beauty products that offer additional skincare benefits. By combining cosmetic and skincare properties, brands cater to consumers seeking products that not only enhance their look but also contribute to their overall skincare routine. • Rise of Smart Beauty Devices: The advent of smart beauty devices is influencing the eyeliner market by offering innovative ways to apply and customize eyeliners. Devices equipped with technology, such as sensors or digital displays, allow users to achieve precise application, customize eyeliner looks, and track usage patterns. These smart tools offer a high-tech approach to beauty routines, integrating digital features with traditional cosmetic products. The rise of smart beauty devices reflects a growing interest in technology-driven beauty solutions that enhance the user experience and provide personalized results.
Segmentation
| Ву Туре | Lіquіd Еуе lіnеr | |
| Роwdеr-bаѕеd Еуе Реnсіl | ||
| Wах-bаѕеd Еуе Реnсіlѕ | ||
| Коhl Еуе lіnеr | ||
| Gеl Еуе Lіnеr | ||
| By Product | Marten Hair Eye Liner | |
| Nylon Eye Liner | ||
| Horsehair Eye Liner | ||
| By Pricing | Low to Medium Price | |
| Premium Price | ||
| By Application | Home Use | |
| Commercial Use | ||
| By Distribution Channel | Hypermarkets and Supermarkets | |
| Specialty Stores | ||
| Convenience Stores | ||
| Online Stores | ||
| Others | ||
| Geography | North America | United States |
| Canada | ||
| Mexico | ||
| Europe | Germany | |
| United Kingdom | ||
| France | ||
| Italy | ||
| Spain | ||
| Russia | ||
| Asia-Pacific | China | |
| Japan | ||
| India | ||
| Australia | ||
| South Korea | ||
| South America | Brazil | |
| Argentina | ||
| Colombia | ||
| MEA | United Arab Emirates | |
| Saudi Arabia | ||
| South Africa | ||
In the global eyeliner and pencil market, a variety of product types cater to diverse consumer preferences and application techniques l?qu?d ??? liner, ??wd?r-b???d ??? ??n??l, w??-b???d ??? ??n??l?, kohl ???l?n?r, gel ???l?n?r. Liquid eyeliners are a popular choice, known for their precise application and intense pigmentation. These liners typically come with a fine-tipped brush or felt tip applicator, allowing users to create sharp, defined lines and dramatic winged looks. Liquid formulations are often favored for their long-lasting wear and smudge-resistant properties, making them ideal for all-day use. They require some practice to master application techniques. Powder-based eyeliners, often found in the form of eye shadows or loose pigments, offer versatility and buildable intensity. These liners can be applied dry for a softer, more natural look, or wet for a bolder, more vibrant finish. Powder-based eyeliners are easy to blend and smudge, making them suitable for creating smoky eye looks. They are a popular choice among makeup artists and enthusiasts who prefer a customizable and multi-functional product. Wax-based eyeliners, commonly known as pencil liners, are beloved for their creamy texture and ease of use. These liners glide smoothly onto the lash line, providing rich color payoff and blendability. Wax-based eyeliners are available in various forms, including traditional pencils, mechanical pencils, and kohl pencils. They are ideal for creating both subtle, natural looks and more dramatic, smudged effects. Additionally, wax-based liners often contain nourishing ingredients to care for the delicate eye area. Kohl eyeliners have a long history in beauty traditions and are characterized by their soft, creamy texture and intense pigmentation. These liners are typically applied to the waterline or tightline, creating the illusion of fuller, more defined lashes. Kohl eyeliners are favored for their ability to create sultry, smoldering looks and are often used in Middle Eastern and South Asian makeup styles. Gel eyeliners combine the best of both worlds, offering the intense pigmentation and longevity of liquid liners with the ease of application and blendability of pencil liners. These liners come in a pot or tube and are applied using a brush, allowing for precise control and versatility in creating various looks. Gel formulations are known for their long-lasting wear and resistance to smudging and fading. The global eyeliner/pencil market is a significant segment of the cosmetics industry, with a wide range of products catering to diverse consumer preferences. In terms of product type, the market can be segmented into three main categories includes Marten Hair Eye Liner, Nylon Eye Liner, and Horsehair Eye Liner. Marten hair eye liners are made from the hair of the sable martens, known for their soft and flexible texture, providing a precise, smooth application. These eye liners are highly pigmented and are often preferred by consumers who want a natural, subtle look. Nylon eye liners, on the other hand, are made from synthetic fibers and are known for their durability and long-lasting wear, often preferred by makeup artists and beauty professionals. They are available in a wide range of shades and formulas, making them a popular choice among consumers. Horsehair eye liners, made from the hair of horses, are known for their natural and gentle texture, making them suitable for consumers with sensitive eyes. They are also a popular choice among consumers who prefer a more natural, eco-friendly option. The global eyeliner/pencil market is driven by increasing demand for innovative and trendy products, as well as the growing trend of social media influencers and beauty bloggers promoting eye liners as a must-have makeup product. The market is expected to continue growing, with new product launches and innovations driving sales. Key players in the market include L'Oréal, Estée Lauder, and Shiseido, among others, who offer a wide range of eye liners in different shades and formulas. The global eyeliner/pencil market is expected to reach new heights in the coming years, driven by the increasing demand for beauty and personal care products. As consumers become more aware of the importance of eye makeup, the demand for eye liners is expected to increase, driving the growth of the market. The global eyeliner market is characterized by a diverse pricing structure that caters to a wide range of consumer preferences, segmented into low to medium price and premium price categories. The low to medium price segment of the eyeliner market is primarily driven by affordability and accessibility. Brands in this category often target budget-conscious consumers who seek quality products without the premium price tag. These eyeliners typically include pencil and liquid formulations that offer decent performance at competitive prices. Retailers often leverage mass distribution channels such as drugstores, supermarkets, and online platforms to reach a broader audience. The growth of this segment is further supported by the increasing number of new entrants and private-label brands that offer cost-effective options. Additionally, promotional strategies, such as discounts and bundled offers, are commonly employed to attract price-sensitive consumers, thereby driving sales volume in this segment. The premium price segment of the eyeliner market caters to consumers who prioritize quality, brand reputation, and innovative formulations. This segment includes high-end brands that offer specialized products, such as long-lasting, smudge-proof, and waterproof eyeliners, often infused with skincare benefits. The premium segment is characterized by a strong emphasis on packaging, branding, and marketing, appealing to consumers who are willing to invest in luxury beauty products. This segment is primarily distributed through specialty beauty retailers, high-end department stores, and exclusive online platforms. The growth of the premium segment is fueled by rising disposable incomes, increasing consumer awareness of cosmetic ingredients, and a growing trend towards self-care and personal grooming. As consumers become more discerning about their beauty purchases, the demand for premium eyeliners that deliver superior performance and unique features continues to rise. The global eyeliner/pencil market encompasses a range of applications, with home use and commercial use representing two significant segments. Eyeliner pencils for home use cater primarily to individual consumers seeking convenience and personalization in their beauty routines. This segment includes a broad spectrum of products, from everyday liners to specialty items like waterproof and long-lasting formulas. Consumers are driven by factors such as ease of application, variety of shades, and affordability. The market for home use is influenced by trends in personal beauty preferences, such as the rising demand for cruelty-free and natural ingredient-based products. Innovations in packaging, like user-friendly twist-up pencils and precision applicators, enhance the consumer experience. Additionally, the growth of online beauty retailers and social media platforms facilitates easy access to a wide range of eyeliners, driving personal experimentation and brand loyalty. Commercial Use of eyeliners and pencils focuses on professional settings such as salons, makeup artists, and entertainment industries. This segment demands high-performance products that meet professional standards, including durability, pigment intensity, and versatility. Commercial applications often require bulk purchasing and specialized formulations that cater to diverse skin types and needs. Products in this segment are frequently used for theatrical, photographic, or broadcast purposes, where long-lasting and high-impact results are crucial. Professional-grade eyeliners feature advanced formulations that offer additional benefits, such as waterproofing or smudge-resistance, and are often sold in larger quantities or in multipurpose kits. The commercial market is driven by the need for reliable performance and customization to meet the specific demands of various professional applications, influencing product development and innovation in this sector. The global eyeliner market is segmented by distribution channels into several categories: hypermarkets and supermarkets, specialty stores, convenience stores, online stores, and others. Hypermarkets and Supermarkets are crucial for the offline segment, providing a wide range of beauty products under one roof. These stores attract consumers seeking convenience and variety, often featuring promotions and discounts that encourage bulk purchases. The significant foot traffic in these locations contributes to their dominance in the market, as they accounted for a large share of eyeliner sales in 2021. Specialty Stores focus on beauty and cosmetic products, offering a curated selection of eyeliners from various brands. These stores often provide personalized customer service and expert advice, which enhances the shopping experience. The expertise available in specialty stores can influence purchasing decisions, particularly for consumers looking for specific product features or high-quality brands. Convenience Stores cater to consumers seeking quick and easy access to beauty products. Although they typically have a limited selection, their strategic locations make them a popular choice for impulse purchases. This channel is particularly relevant for consumer’s who need to restock their makeup supplies unexpectedly. Online Stores have seen significant growth, especially post-pandemic, as e-commerce platforms provide consumers with the convenience of shopping from home. The rise of social media influencers and beauty bloggers has further driven online sales, as consumers are increasingly influenced by online reviews and tutorials. This channel allows for easy comparison of products and prices, appealing to a tech-savvy demographic. Others include direct sales, beauty subscription boxes, and pop-up shops, which also contribute to the overall market. These alternative channels often target niche markets or specific consumer preferences, enhancing the diversity of the eyeliner market.
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Market Regional Insights
North America is leading the global eyeliner market primarily due to its well-established cosmetics industry, high consumer spending power, and a strong culture of beauty and self-expression. The dominance of North America in the global eyeliner market can be attributed to several key factors that create a conducive environment for growth. The region has a mature and highly competitive cosmetics industry, featuring a plethora of both international and domestic brands that offer a wide range of eyeliner products. This extensive market presence ensures that consumers have access to various formulations, including liquid, gel, and pencil eyeliners, catering to diverse preferences and needs. Additionally, North America boasts high disposable income levels, allowing consumers to invest in premium beauty products and experiment with different makeup styles. This economic advantage fosters a culture where beauty and personal grooming are prioritized, leading to increased demand for eyeliners as essential makeup items. The influence of social media and beauty trends significantly shapes consumer behavior in North America. Platforms like Instagram and TikTok have become crucial in promoting eyeliner products, with beauty influencers showcasing innovative looks and techniques that inspire consumers to purchase and try new products. The region is also characterized by a growing interest in clean beauty and sustainable products, prompting brands to innovate and offer eyeliners with natural ingredients and eco-friendly packaging. The robust retail infrastructure, including both online and offline channels, enhances product accessibility and consumer engagement. E-commerce has become a preferred shopping method, especially among younger consumers, allowing them to explore a vast array of products and make informed purchasing decisions.
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Key Development
• In August 2023, KVD Vegan Beauty made substantial advancements in the eyeliner market with the recent development of their Tattoo Liner. Renowned for its durable, waterproof formula, the "Tattoo Liner" by KVD Vegan Beauty delivers intense pigmentation and precision. Featuring a fine brush tip, this eyeliner enables effortless application, creating sharp lines and bold looks that endure throughout the day without smudging or fading. Adored by both makeup enthusiasts and professionals, it has become a staple for achieving perfect winged eyeliner and intricate eye designs.
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Global Eyeliner/Pencil Market Outlook, 2029
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