Mascara Market Size, Share, and Trends Report by Product Category

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How Will the Market Growth Rate of the Mascara Market Impact Future Demand?
The mascara market size has grown strongly in recent years. It will grow from $7.14 billion in 2024 to $7.6 billion in 2025 at a compound annual growth rate (CAGR) of 6.5%. The growth in the historic period can be attributed to the rising beauty and fashion trends, the influence of beauty influencers, the growing consumer demand for convenience, the expansion of offline and online retail channels, and the increasing global focus on eye-enhancing cosmetic products.

The mascara market size is expected to see strong growth in the next few years. It will grow to $9.93 billion in 2029 at a compound annual growth rate (CAGR) of 6.9%. The growth in the forecast period can be attributed to increasing demand for sustainable packaging, growth in hypoallergenic and clean beauty products, rising popularity of multifunctional mascaras, expanding e-commerce platforms, and growing influence of social media beauty tutorials. Major trends in the forecast period include the influence of minimalist beauty routines, the emergence of customized mascaras, the expansion of clean beauty, the integration of advanced brush technology for precise application, and the influence of celebrity- and influencer-led brand collaborations.

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Which Factors Are Driving Growth in the Mascara Market?
The growing working women population is expected to propel the growth of the mascara market going forward. The working women population consists of females actively participating in the labor force, contributing to economic activities across diverse industries and professions. The rise in the working women population can be attributed to several factors, including enhanced access to education, shifting societal norms, and improved opportunities for career advancement, which encourage more women to enter the workforce. Mascara enhances the working women population's confidence and professional appearance by providing a quick and effective way to define their eyes, aligning with their busy lifestyles. For instance, in March 2023, according to a report published by the U.S. Bureau of Labor Statistics, a US-based government agency, in 2022, the District of Columbia had the highest women's labor force participation rate in the U.S. at 66.5%, followed by Nebraska (65.5%), Minnesota (63.9%), North Dakota (63.8%), and South Dakota (63.6%). Additionally, labor force participation for women aged 16 to 19 in the U.S. was 37.2%, while it stood at 15.5% for those aged 65 and older. Therefore, the growing working women population is expected to drive growth in the mascara market.

What Are the Key Segments in the Mascara Market?
The mascaramarket covered in this report is segmented –

1) By Product: Volumizing, Lengthening, Curling, Other Products
2) By Category: Regular, Waterproof
3) By Form: Liquid, Gel, Cream, Other Forms
4) By Distribution Channel: Online Channel, Specialty Stores, Supermarkets Or Hypermarkets, Convenience and Departmental Stores, Other Distribution Channels
5) By End-User: Individuals, Professionals

Subsegments:
1) By Volumizing: Fiber Volumizing Mascara, Cream-Based Volumizing Mascara, Gel Volumizing Mascara
2) By Lengthening: Fiber Lengthening Mascara, Water-Based Lengthening Mascara, Gel Lengthening Mascara
3) By Curling: Waterproof Curling Mascara, Non-Waterproof Curling Mascara, Heated Curling Mascara
4) By Other Products: Waterproof Mascara, Smudge-Proof Mascara, Tinted Mascara

Which Trends Are Expected to Redefine the Mascara Market Landscape?
Major companies operating in the mascara market are focusing on developing innovative products, such as tahitian microalgae-based mascara, to enhance product sustainability and provide nourishing benefits for healthier lashes. Tahitian microalgae-based mascara refers to a cosmetic product that incorporates extracts from microalgae native to Tahiti, known for their nourishing and moisturizing properties, to promote healthier and more voluminous eyelashes. For instance, in June 2024, Goop Inc., a US-based lifestyle and wellness company, launched the Featherlash Lifting Serum Mascara, priced at $28, enhancing its beauty lineup that includes products such as the Colorblur Glow Balm and Clean Nourishing Lip Balm. This innovative mascara, available on Goop's website and select retailers such as Nordstrom, combines beauty with skincare benefits. It features a proprietary Widelash Complex, enriched with peptides, panthenol, and biotin to strengthen lashes, alongside Tahitian microalgae for added density and Vitamin E for conditioning.

Which Are the Key Companies Shaping the Mascara Market Landscape?
Major companies operating in the mascara market are Christian Dior SE, L'Oréal SA, Chanel S.A., The Estée Lauder Companies Inc., Shiseido Company Limited., Mary Kay Inc., Maybelline, Revlon Inc., Yves Saint Laurent SAS, Benefit Cosmetics LLC, Oriflame Cosmetics S.A., Fenty Beauty, Anastasia Beverly Hills Inc., Lancôme, Tarte Inc., Too Faced Cosmetics Inc., Urban Decay Cosmetics Inc., CoverGirl Cosmetics., Bobbi Brown Cosmetics Inc., Make-up Art Cosmetics Inc.

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What Are the Regional Market Share Projections for the Mascara Market?
Asia-Pacific was the largest region in the mascara market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the mascara market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

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