Eye Makeup Market Growth 2018-2026 |Key Players Procter & Gamble, Corporation, L'Oréal S.A., Shiseido Company, Limited, Avon Products, Inc., LVMH, Revlon, Inc., Chanel S.A., and The Estee Lauder Companies Inc.

Different types of eye makeup products such as mascara, eye shadow, eye liner, and pencils are manufactured in variety of shades and grades, which are used to enhance the appearance of the eye and to accentuate the beauty of the eye. Growing demand for eye makeup products among working women population is a major factors driving the market growth.

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For instance, L’oreal a leading player in the cosmetics market has an 11% share of selective cosmetics market via E-commerce. Leading online stores such as Amazon, provides consumers a wide range of branded products such as mascaras, eye liners, and others at lower prices and discounts with easy accessibility. Additionally, increasing penetration of social media such as Facebook, Instagram, Twitter, and other fashion blogs is further creating awareness about the latest makeup trends, which is further propelling growth of the market.

Increasing new product launches and product innovation by key players is expected to another factor supporting growth of the market. For instance, in 2017, EYEKO launched a multipurpose waterproof eyeliner that claims to stay under extreme sport conditions. Additionally, it comes with built-in brush and sharpener to ensure that the liner is always on point. Similarly, Maybelline also launched a new Total Temptation mascara with coconut oil.

Increasing demand for halal cosmetics such as eye, face & lip care products in Middle East is a growth opportunity of eye makeup manufacturers. Amara Cosmetics, in 2016, introduced a new eye makeup halal product, press eye shadow, which is manufactured without the use of any alcohol and animal ingredients. However, stringent regulations imposed on use of ingredients in cosmetics is a major challenge for growth of the market in this region.

Key players operating in global eye makeup market include Procter & Gamble, Corporation, L'Oréal S.A., Shiseido Company, Limited, Avon Products, Inc., LVMH, Revlon, Inc., Chanel S.A., and The Estee Lauder Companies Inc.

Key players are focusing on merger and acquisition strategy, in order to sustain its position in the market and enhance its product offerings. For instance, in December 2016, The Estee Lauder Companies Inc. acquired Too Faced Cosmetics, LLC, which offers cosmetics products for eye, face, and lip care. Such activities by leading players are projected to have positive impact on growth of the market over the forecast period.

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