Eye Makeup Market Size, Share, and Growth Analysis

Eye Makeup Market By Product Type (Eye Shadow, Eye Liner), By Distribution Channel (Hypermarket and Supermarket, E-Commerce Platform), By Application (Personal Application, Professional Application) By Region -Industry Forecast 2025-2032


Report ID: SQMIG30L2267 | Region: Global | Published Date: January, 2025
Pages: 197 |Tables: 92 |Figures: 73

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Eye Makeup Market Insights

Global Eye Makeup Market size was valued at USD 18.2 Billion in 2023 and is poised to grow from USD 19.24 Billion in 2024 to USD 29.97 Billion by 2032, growing at a CAGR of 5.7% in the forecast period (2025-2032).

The eye makeup market of different types of products that are designed for improving the appearance of the eyes. Eye makeup consists of different types of cosmetics, such as eyeshadows, eyeliners, mascaras, eyebrow products, and eye primers, offering unique effects and application techniques to highlight and define the eyes. In recent times, eye makeup has become an important part of personal grooming routines for consumers globally because of its potential to create dramatic looks, express individuality, and complement different styles and occasions.

The eye makeup market growth is increasing rapidly owing to different factors, like changing fashion trends, evolving beauty standards, technological innovations, and shifting consumer preferences. Fashion trends are continuously changing. This is also evolving the eye makeup styles, with new color palettes, textures, and finishes that can meet the latest runway looks and beauty trends. Furthermore, social media platforms and beauty influencers are also playing a vital part in shaping consumer preferences. This is boosting the demand for innovative eye makeup products showcased in tutorials, reviews, and makeup tutorials. Moreover, the increasing focus on self-expression and creativity in makeup artistry is fueling demand for eye makeup products that provide versatile, pigmentation, and long-lasting wear. Consumers are looking for products that allow them to experiment with bold colors, sophisticated designs, and advanced techniques for expressing their individuality and highlight their personality through makeup.

Market snapshot - (2025-2032)

Global Market Size

USD 18.2 Billion

Largest Segment

Hypermarket and Supermarket

Fastest Growth

E-Commerce Platform

Growth Rate

5.7% CAGR

Global Eye Makeup Market ($ Bn)
Country Share for North America Region (%)

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Eye Makeup Market Segments Analysis

The global eye makeup market is segmented into product type, application, distribution channel, and region. Based on product type, the market is segmented into mascara, eye shadow, eye liner, eye pencil, eyebrow gel, and others. Based on application, the market is segmented into personal application and professional application. Based on distribution channel, the market is segmented into hypermarket and supermarket, specialty store, convenience store, and e-commerce platform. Based on region, the market is segmented into North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa.

Analysis by Product Type

Based on product type, the eye liner segment is dominating with the largest eye makeup market share. In regular makeup routine the eye liners are extremely crucial, providing versatility so that consumers can create different looks like subtle or dramatic. Eye liners are available in various forms, such as pencil liners, liquid liners, gel liners, and pen liners. They provide unique applicators and formulations that are ideal for different preferences and techniques. Pencil liners are convenient for regular use and enable precise application, while liquid liners provide intense pigmentation and long-lasting wear. Furthermore, the gel liners offer a smooth and creamy texture that is perfect for creating winged eyeliner looks, while pen liners are easy to use with felt-tip applicators for precise lines.

The eye shadow segment is expected to witness significant growth during the forecast period. The eye shadow segment is growing rapidly because cosmetic products are applied to the eyelids for adding depth, dimension, and color to the eyes. They are available in various type of finishes, such as matte, shimmer, satin, and metallic, which fulfills the requirement of different preferences and occasions. Furthermore, matte eye shadows are extremely popular for creating subtle, natural looks. These eye shadows can also define the crease, with shimmer and metallic shadows adding sparkle and dimension for evening and festive makeup looks. Moreover, the satin finishes offer a balance between matte and shimmer, providing a soft sheen to the eyelids.

Analysis by Distribution Channel

Based on distribution channel, the hypermarket and supermarket segment are dominating the eye makeup market. Hypermarkets and supermarkets are some of the prominent retail outlets that provides a wide range of eye makeup products. Consumers will get different types of eye makeup products and brands under one roof. These retailers fulfill the demand of a wide range of consumer base, by offering better convenience, affordability, and accessibility. Furthermore, the hypermarkets and supermarkets place the eye makeup brands strategically in attractive displays so that they can makeup brands leverage strategic placement, attractive displays. This helps them to capture the attention of the consumer and increase impulse purchases.

As per the eye makeup market analysis, the e-commerce platform segment is expected to be the fastest-growing segment. The emergence of e-commerce has changed the distribution setting of the eye makeup market. The demand for the online stores is increasing because people are preferring to purchase their makeup products from the comfort of their home. The e-commerce platforms provide consumers better convenience, flexibility, and a wide range of eye makeup products from both established brands and emerging labels. Furthermore, the online stores are also using digital marketing strategies, user-generated content, and personalized recommendations for improving the shopping experience and boosting the online sales. Moreover, the direct-to-consumer model also allow eye makeup brands to avoid the traditional retail channels, improve inventory management, and gather useful consumer data for targeted marketing campaigns.

Global Eye Makeup Market Analysis by Distribution Channel

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Eye Makeup Market Regional Insights

North America is dominating with the largest eye makeup market share. The region of North America is dominating in the eye makeup market because it is one of the largest consumers of cosmetics and personal care products. This is offering huge opportunities to eye makeup manufacturers. Furthermore, the region also has a robust economy, high consumer spending, and fashion-forward culture, which is contributing to the increasing demand for innovative and high-quality eye makeup products. Furthermore, the transforming beauty trends and the influence of social media influencers is also boosting product innovation and marketing strategies in the region of North America. The presence of working women who are extremely aware about the skin care and physical appearance is also one of the important factors that is positively impacting the U.S. market. Additionally, numerous beauty care companies offering a wide array of cosmetics is driving the regional market. 

The region of Asia Pacific is anticipated to witness the fastest growth during the eye makeup market forecast period. The Asia Pacific region is experiencing rapid growth in the eye makeup market, driven by factors such as urbanization, changing lifestyles, and the influence of K-beauty and J-beauty trends. Countries such as South Korea and Japan are extremely popular for their advanced cosmetics formulations and skincare-focused makeup routines. This is influencing consumer preferences while purchasing eye makeup in the region. Moreover, the rising working-class population in countries like China and India is also providing a huge consumer base for eye makeup products, boosting market growth. China has displayed a prominent surge in eye makeup market owing to the young population paying attention to the trends in beauty care.

Global Eye Makeup Market By Geography
  • Largest
  • Fastest

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Eye Makeup Market Dynamics

Drivers

Growing Demand for Personalized Products

  • In today's era, consumers seek more than just products because they want experiences and individuality. The growing popularity of personalization is considerably boosting the growth of the eye makeup market. Many consumers, especially millennials and Gen Z, view eye makeup as a process of self-expression and creativity. To fulfill this increasing demand eye makeup companies are offering a vast range of customizable options. Consumers can choose their eye makeup from diverse color palettes to innovative applicators, helping them to create looks that highlight their unique personalities.

Increasing Innovation in Formulations

  • The continuous preference of excellence is boosting innovations in eye makeup formulations and technologies. Makeup companies are offering advancements like long-lasting, smudge-proof formulas, eco-friendly ingredients, and cruelty-free production methods that meet the changing preferences of consumers. Moreover, technological advancements in application tools, like precision brushes and ergonomic designs, improve usage and efficiency, increasing consumer satisfaction and loyalty.

Restraints

Increasing Difficulties with Regulatory Compliance

  • The eye makeup industry faces stringent regulations regarding product safety, ingredient labeling, and animal testing. Compliance with diverse regulatory frameworks across regions can be difficult, resulting in delays in product launches and increased operational costs. Moreover, changing regulatory standards needs constant adaptation, which is restricting innovation and growth of the market.

Rapid Growth of Health Concerns

  • Growing consumer awareness about eye health and safety is increasing huge challenges for the eye makeup market. Consumers are becoming more concerned about the possible negative impact of certain ingredients, like parabens and phthalates. This is increasing the demand for cleaner and transparent formulations. Moreover, growing concerns about eye infections and allergic reactions related to cosmetic products is also encouraging manufacturers to focus on product safety and efficacy. 

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Eye Makeup Market Competitive Landscape

The eye makeup industry has a dynamic landscape, where brands are continuously innovating for meeting the changing preferences of consumers. The market is also extremely competitive because it is a blend of traditional and emerging players who are competing for market share by using unique value propositions. The growth of the industry is also boosted by the increasing demand for different eye makeup products, such as eyeliners, eyeshadows, mascaras, and eyebrow cosmetics. Moreover, organizations are emphasizing on product differentiation with the help of advanced formulations, cruelty-free practices, sustainable packaging, and the use of high-quality ingredients. Furthermore, the rising influence of social media and beauty influencers are playing a vital part in driving consumer engagement and brand loyalty.

Top Players in Eye Makeup Market

  • Chanel Ltd.
  • Colorbar Cosmetics Pvt. Ltd.
  • Cosmetic Manufacturers Aust. Pty Ltd.
  • DIC Corp.
  • FORMA BRANDS LLC
  • Iredale Cosmetics Inc.
  • LOreal SA
  • LVMH Group.
  • Manash Lifestyle Pvt. Ltd.
  • Mary Kay Inc.
  • Natura and Co Holding SA
  • Oriflame Cosmetics S.A.
  • Revlon Inc.
  • Revolution Beauty Ltd.
  • RMS Beauty LLC
  • Shiseido Co. Ltd.
  • The Estee Lauder Companies Inc.

Recent Developments

  • In June 2023, Kay Beauty announced the launch of 3 new products including, a Brow Tattoo Liner, a Microblading Brow Pen and 24-Hour Colored Matte Kajal (4 shades).
  • In May 2023, Nykaa announced the launch of 4-in-1 Quad Eyeshadow Palette. It is a pigmented formula and ensures colors are long lasting and vibrant.
  • In July 2024, REM Beauty launched a gel eyeliner and marker duo. The borderline gel pencil eyeliner combines the convenience of gel with the impact of liquid to effortlessly transition from classic to dramatic in a single stroke.

Eye Makeup Key Market Trends

Eye Makeup Market SkyQuest Analysis

SkyQuest's ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Correlates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.

As per SkyQuest analysis, the demand for eye cosmetic products such as eyeshadow, eyeliner, and mascara, are constantly increasing among consumers globally. These are vital facial beauty products that offer a huge range of colors, like subtle shades and bold hues, which helps in meeting different preferences and styles. Water, emulsifiers, moisturizers, thickeners, fragrances, and colors are key ingredients used in the production of these items. Market development in eye cosmetics is driven by factors such as ease of use, ease of availability, and affordable pricing. Developing economies and consumer trends in affordable luxury, halal cosmetics, private label brands, and social media influence are significant growth areas. Moreover, innovation and product development, like waterproof and mineral-based eye makeup products are also positively influencing the growth of the market.

Report Metric Details
Market size value in 2023 USD 18.2 Billion
Market size value in 2032 USD 29.97 Billion
Growth Rate 5.7%
Base year 2024
Forecast period (2025-2032)
Forecast Unit (Value) USD Billion
Segments covered
  • Product Type
    • Mascara, Eye Shadow, Eye Liner, Eye Pencil, Eyebrow Gel, and Others
  • Application
    • Personal Application and Professional Application
  • Distribution Channel
    • Hypermarket and Supermarket, Specialty Store, Convenience Store, and E-Commerce Platform
Regions covered North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA)
Companies covered
  • Chanel Ltd.
  • Colorbar Cosmetics Pvt. Ltd.
  • Cosmetic Manufacturers Aust. Pty Ltd.
  • DIC Corp.
  • FORMA BRANDS LLC
  • Iredale Cosmetics Inc.
  • LOreal SA
  • LVMH Group.
  • Manash Lifestyle Pvt. Ltd.
  • Mary Kay Inc.
  • Natura and Co Holding SA
  • Oriflame Cosmetics S.A.
  • Revlon Inc.
  • Revolution Beauty Ltd.
  • RMS Beauty LLC
  • Shiseido Co. Ltd.
  • The Estee Lauder Companies Inc.
Customization scope

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Table Of Content

Executive Summary

Market overview

  • Exhibit: Executive Summary – Chart on Market Overview
  • Exhibit: Executive Summary – Data Table on Market Overview
  • Exhibit: Executive Summary – Chart on Eye Makeup Market Characteristics
  • Exhibit: Executive Summary – Chart on Market by Geography
  • Exhibit: Executive Summary – Chart on Market Segmentation
  • Exhibit: Executive Summary – Chart on Incremental Growth
  • Exhibit: Executive Summary – Data Table on Incremental Growth
  • Exhibit: Executive Summary – Chart on Vendor Market Positioning

Parent Market Analysis

Market overview

Market size

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • SWOT Analysis

KEY MARKET INSIGHTS

  • Technology Analysis
    • (Exhibit: Data Table: Name of technology and details)
  • Pricing Analysis
    • (Exhibit: Data Table: Name of technology and pricing details)
  • Supply Chain Analysis
    • (Exhibit: Detailed Supply Chain Presentation)
  • Value Chain Analysis
    • (Exhibit: Detailed Value Chain Presentation)
  • Ecosystem Of the Market
    • Exhibit: Parent Market Ecosystem Market Analysis
    • Exhibit: Market Characteristics of Parent Market
  • IP Analysis
    • (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
  • Trade Analysis
    • (Exhibit: Data Table: Import and Export data details)
  • Startup Analysis
    • (Exhibit: Data Table: Emerging startups details)
  • Raw Material Analysis
    • (Exhibit: Data Table: Mapping of key raw materials)
  • Innovation Matrix
    • (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
  • Pipeline product Analysis
    • (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
  • Macroeconomic Indicators

COVID IMPACT

  • Introduction
  • Impact On Economy—scenario Assessment
    • Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
  • Revised Market Size
    • Exhibit: Data Table on Eye Makeup Market size and forecast 2021-2027 ($ million)
  • Impact Of COVID On Key Segments
    • Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
  • COVID Strategies By Company
    • Exhibit: Analysis on key strategies adopted by companies

MARKET DYNAMICS & OUTLOOK

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • Regulatory Landscape
    • Exhibit: Data Table on regulation from different region
  • SWOT Analysis
  • Porters Analysis
    • Competitive rivalry
      • Exhibit: Competitive rivalry Impact of key factors, 2021
    • Threat of substitute products
      • Exhibit: Threat of Substitute Products Impact of key factors, 2021
    • Bargaining power of buyers
      • Exhibit: buyers bargaining power Impact of key factors, 2021
    • Threat of new entrants
      • Exhibit: Threat of new entrants Impact of key factors, 2021
    • Bargaining power of suppliers
      • Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
  • Skyquest special insights on future disruptions
    • Political Impact
    • Economic impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Market Size by Region

  • Chart on Market share by geography 2021-2027 (%)
  • Data Table on Market share by geography 2021-2027(%)
  • North America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • USA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Canada
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Europe
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Germany
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Spain
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • France
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • UK
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Europe
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Asia Pacific
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • China
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • India
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Japan
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Korea
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Asia Pacific
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Latin America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Brazil
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of South America
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Middle East & Africa (MEA)
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • GCC Countries
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Africa
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of MEA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)

KEY COMPANY PROFILES

  • Competitive Landscape
    • Total number of companies covered
      • Exhibit: companies covered in the report, 2021
    • Top companies market positioning
      • Exhibit: company positioning matrix, 2021
    • Top companies market Share
      • Exhibit: Pie chart analysis on company market share, 2021(%)

Methodology

For the Eye Makeup Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:

1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.

2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Eye Makeup Market.

3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.

4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.

Analyst Support

Customization Options

With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Eye Makeup Market:

Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.

Regional Analysis: Further analysis of the Eye Makeup Market for additional countries.

Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.

Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.

Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.

Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.

Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.

Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.

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FAQs

Global Eye Makeup Market size was valued at USD 18.2 Billion in 2023 and is poised to grow from USD 19.24 Billion in 2024 to USD 29.97 Billion by 2032, growing at a CAGR of 5.7% in the forecast period (2025-2032).

The eye makeup industry has a dynamic landscape, where brands are continuously innovating for meeting the changing preferences of consumers. The market is also extremely competitive because it is a blend of traditional and emerging players who are competing for market share by using unique value propositions. The growth of the industry is also boosted by the increasing demand for different eye makeup products, such as eyeliners, eyeshadows, mascaras, and eyebrow cosmetics. Moreover, organizations are emphasizing on product differentiation with the help of advanced formulations, cruelty-free practices, sustainable packaging, and the use of high-quality ingredients. Furthermore, the rising influence of social media and beauty influencers are playing a vital part in driving consumer engagement and brand loyalty. 'Chanel Ltd.', 'Colorbar Cosmetics Pvt. Ltd.', 'Cosmetic Manufacturers Aust. Pty Ltd.', 'DIC Corp.', 'FORMA BRANDS LLC', 'Iredale Cosmetics Inc.', 'LOreal SA', 'LVMH Group.', 'Manash Lifestyle Pvt. Ltd.', 'Mary Kay Inc.', 'Natura and Co Holding SA', 'Oriflame Cosmetics S.A.', 'Revlon Inc.', 'Revolution Beauty Ltd.', 'RMS Beauty LLC', 'Shiseido Co. Ltd.', 'The Estee Lauder Companies Inc.'

In today's era, consumers seek more than just products because they want experiences and individuality. The growing popularity of personalization is considerably boosting the growth of the eye makeup market. Many consumers, especially millennials and Gen Z, view eye makeup as a process of self-expression and creativity. To fulfill this increasing demand eye makeup companies are offering a vast range of customizable options. Consumers can choose their eye makeup from diverse color palettes to innovative applicators, helping them to create looks that highlight their unique personalities.

Rising Awareness of Beauty and Wellness: Growing awareness of health, wellness, and sustainability influences consumer choices and preference about cosmetics. The eye makeup market experiences a surge in demand for products infused with natural, organic ingredients, free from harmful chemicals. This shift is reflecting on the growing eye makeup market trend towards conscious consumption of products. As consumers are focusing on well-being, they are moving towards eye makeup offerings that meet with their values of health, sustainability, and ethical sourcing.

North America is dominating with the largest eye makeup market share. The region of North America is dominating in the eye makeup market because it is one of the largest consumers of cosmetics and personal care products. This is offering huge opportunities to eye makeup manufacturers. Furthermore, the region also has a robust economy, high consumer spending, and fashion-forward culture, which is contributing to the increasing demand for innovative and high-quality eye makeup products. Furthermore, the transforming beauty trends and the influence of social media influencers is also boosting product innovation and marketing strategies in the region of North America. The presence of working women who are extremely aware about the skin care and physical appearance is also one of the important factors that is positively impacting the U.S. market. Additionally, numerous beauty care companies offering a wide array of cosmetics is driving the regional market. 

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Eye Makeup Market

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