Mascara Market

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.

The Global Mascara Market Industry is poised for substantial growth, with projections indicating a rise from 8.65 USD Billion in 2024 to 16.6 USD Billion by 2035. This growth trajectory suggests a compound annual growth rate (CAGR) of 6.09% from 2025 to 2035. Such figures reflect the increasing consumer investment in beauty products, particularly mascara, as it remains a staple in makeup routines. The anticipated growth is likely driven by factors such as innovation, changing consumer preferences, and the influence of social media. This upward trend indicates a robust market environment for mascara brands, presenting opportunities for expansion and product development.

The Global Mascara Market Industry benefits from the rapid expansion of e-commerce platforms, which provide consumers with convenient access to a wide range of mascara products. Online shopping has gained immense popularity, allowing consumers to explore various brands and formulations from the comfort of their homes. This trend is particularly relevant in the context of the growing digital landscape, where consumers increasingly prefer online purchasing. The ease of comparing products and reading reviews enhances consumer confidence, potentially leading to increased sales. As e-commerce continues to evolve, brands that optimize their online presence may capture a larger share of the mascara market.

Innovation plays a pivotal role in the Global Mascara Market Industry, as brands continuously develop new formulations to meet evolving consumer preferences. The introduction of waterproof, smudge-proof, and volumizing mascaras caters to a wide range of needs, enhancing user experience. Additionally, the incorporation of nourishing ingredients, such as vitamins and natural oils, appeals to health-conscious consumers. This focus on innovation is expected to contribute to the market's growth, with projections indicating a rise to 16.6 USD Billion by 2035. As brands strive to differentiate themselves, the emphasis on unique formulations is likely to drive consumer loyalty and expand market share.

The Global Mascara Market Industry experiences a notable surge in demand for eye makeup products, driven by changing beauty standards and increased consumer interest in eye cosmetics. As consumers prioritize eye makeup, mascara sales are projected to reach 8.65 USD Billion in 2024. This growth reflects a broader trend where eye makeup is becoming a staple in daily beauty routines, particularly among younger demographics. The emphasis on eye-catching looks, especially in social media-driven environments, further propels this demand. Consequently, brands are innovating with formulas and applicators to cater to diverse consumer preferences, enhancing the overall appeal of mascara in the beauty market.

Sustainability is increasingly becoming a focal point in the Global Mascara Market Industry, as consumers exhibit a growing awareness of eco-friendly beauty products. Brands are responding by developing sustainable mascara options, utilizing recyclable packaging and ethically sourced ingredients. This shift aligns with the broader trend towards sustainability in consumer goods, where environmentally conscious choices are prioritized. The demand for sustainable products is expected to drive market growth, as consumers are willing to pay a premium for eco-friendly options. This trend not only enhances brand reputation but also fosters customer loyalty, positioning sustainable mascara brands favorably in the competitive landscape.

The Global Mascara Market Industry is significantly influenced by social media platforms and beauty influencers, who play a crucial role in shaping consumer preferences. With the rise of platforms like Instagram and TikTok, beauty influencers showcase various mascara products, often leading to viral trends that boost sales. This phenomenon encourages brands to invest in influencer partnerships and targeted marketing campaigns. As a result, the visibility of mascara products increases, attracting a broader audience. The impact of social media on purchasing decisions is profound, suggesting that brands that effectively leverage these platforms may experience accelerated growth in the coming years.

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, Market Research Future 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

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