As per MRFR analysis, the South Korea Eyeliner Market Size was estimated at 181.98 (USD Million) in 2023. The South Korea Eyeliner Market Industry is expected to grow from 183.12(USD Million) in 2024 to 276.39 (USD Million) by 2035. The South Korea Eyeliner Market CAGR (growth rate) is expected to be around 3.813% during the forecast period (2025 - 2035).
Key South Korea Eyeliner Market Trends Highlighted
The South Korea Eyeliner Market is characterized by deep cultural consumer preferences and greatly influenced by trends. One of the key trends that promote this market is the increase in focus on eye makeup, particularly with millennials and Gen Z. These younger cohorts focus more on skincare and accentuating their features. Korean beauty standards place a lot of emphasis on eyes, therefore, eye makeup products like eyeliners are also emerging has various finishes like gloss and matte in colors other than the usual black and brown. The growing popularity of K-Pop and K-Dramas also increases the need for eye makeup to replicate the looks of loved idols which also promotes innovation in the design and marketing of the products.
Aligning with the increasing interest in clean beauty and sustainability propositions focuses on eco-friendly initiatives like using organic and natural ingredients for eyeliners. More people nowadays pay attention to the ingredients used in their cosmetics, which shifts the focus to cleaner ingredients. Brands can capture this market by switching to eco-friendly and cruelty-free packaging. There is also a recent shift to personalization, where consumers are allowed to choose products that depict their identity like customizable eyeliners or limit edition collections.
Social media in particular Instagram and TikTok have eyes makeup tutorials alongside influencer endorsements, causing an increase in the sales of eyeliner and beauty products. Online shopping in South Korea offers a new manner of purchasing make-up by providing convenience. To sum it up, the South Korean Eyeliner Market is constantly adapting to modern trends regarding innovation, eco-friendly products, and shifts in consumer desires.
South Korea Eyeliner Market Drivers
Increasing Demand for Innovative Eyeliner Formulations
The South Korea Eyeliner Market Industry is experiencing a significant rise in demand for innovative and multifunctional eyeliner products. South Korean consumers are increasingly attracted to eyeliners that offer unique features such as long-lasting wear, waterproof formulas, and a variety of application techniques. According to the Korean Cosmetic Association, over 70% of consumers aged 15-34 prefer eyeliners with multitasking capabilities, such as being both eyeliner and eyeshadow in one product.
This shift in consumer preferences is prompting companies to invest heavily in Research and Development (R&D) to innovate and meet these changing demands. Major cosmetic brands such as Amorepacific and LG Household & Health Care are leading this trend, launching new products that incorporate advanced technology and novel ingredients. Their active involvement underscores the potential for growth within the segment, particularly as the industry adapts to a tech-savvy consumer base.
Rise of Social Media Influences on Beauty Trends
The South Korean beauty market is predominantly influenced by social media platforms, which have become a crucial driver for the South Korea Eyeliner Market Industry. Influencers and beauty vloggers often showcase makeup looks, including eyeliner applications, leading to increased popularity and interest among younger consumers. Data from the Ministry of Science and ICT indicates that over 85% of South Korean teenagers and young adults engage with beauty content on platforms like Instagram and YouTube.
This engagement has resulted in a significant rise in eyeliner sales as consumers seek to replicate trends they see online, creating demand for various eyeliner styles and colors, which are promoted extensively across social media.
Growing Popularity of Eyeliner Products among Male Consumers
The South Korea Eyeliner Market Industry is also witnessing a remarkable shift with an increasing number of male consumers embracing eyeliner products. Recent surveys conducted by the Korea Youth Counseling Institute indicate that approximately 30% of adult males in urban areas regularly use cosmetics, including eyeliners, to enhance their appearance. This trend corresponds with the broader acceptance of men's grooming and beauty products in South Korean culture, supported by brands like Etude House and Innisfree, which have launched specific product lines targeting male consumers.
The male grooming market is projected to grow at a compounded annual growth rate (CAGR) of 4.5%, showcasing the evolving perceptions of beauty among male demographics.
South Korea Eyeliner Market Segment Insights
Eyeliner Market Product Type Insights
The South Korea Eyeliner Market is characterized by a diverse array of product types, encompassing Liquid, Pen, Powder, Wax, Kohl, Gel, and others. Each of these types showcases unique attributes that cater to varied consumer preferences and needs. Liquid eyeliners are recognized for their precision and intensity, often favored for creating bold and dramatic looks, making them a staple in many makeup kits. Pen eyeliners, with their user-friendly applicators, have gained popularity among both amateurs and professionals for their convenience and ease of use, allowing for quick application without compromising on precision. Powder eyeliners, meanwhile, provide a softer, more diffused effect that appeals to those seeking a naturally enhanced look.
Kohl eyeliners, rooted in traditional beauty practices, remain significant in the market, celebrated for their rich pigmentation and versatility in creating both striking and subtle eye looks. Gel eyeliners have also increased in prominence, bridging the gap between traditional pencil formulations and liquid options, offering a creamy texture that easily glides on but sets for long-lasting wear. The other category captures a variety of innovative products and formulations that reflect ongoing trends and consumer demands for variety and new experiences in cosmetics.
The market is witnessing a growing inclination towards products that not only enhance beauty but also incorporate skincare benefits, driven by consumer awareness and demand for multifunctional products. As beauty standards evolve and self-expression remains a critical aspect of personal identity, the South Korea Eyeliner Market is expected to continue its trajectory of growth, propelled by creative marketing strategies, emerging trends in makeup artistry, and collaborations with renowned influencers.
As consumers increasingly seek products that resonate with their values, such as cruelty-free and environmentally sustainable options, manufacturers are adapting by diversifying their offerings across this product type spectrum. With continuous growth in the cosmetic sector and rising disposable income among South Koreans, the product type segmentation within the South Korea Eyeliner Market plays a pivotal role in shaping preferences, purchasing behaviors, and the overall landscape of this dynamic industry. The potential for innovation remains high as companies strive to capture the interests of discerning consumers in an ever-evolving market.
Eyeliner Market Application Insights
The South Korea Eyeliner Market focuses significantly on the Application segment that encompasses Personal Application, Professional Application, and the Entertainment Industry. Personal Application leads the market as consumers increasingly prefer cosmetic products that enhance personal beauty. This trend is driven largely by a rise in beauty consciousness and self-expression among the younger demographic. Professional Application plays a crucial role, especially in the beauty and fashion sectors, where makeup artists and industry professionals rely on high-quality eyeliners to achieve specific looks during fashion shows or photoshoots.
The Entertainment Industry also captures a notable share, as televised events and movie productions necessitate long-lasting, high-performance eyeliners to withstand various on-screen conditions. Overall, the segmentation within the South Korea Eyeliner Market reveals a diversified consumer base with unique preferences, driving growth through innovation and targeted marketing strategies tailored to each segment's needs. As beauty trends evolve, the market continues to adapt, presenting opportunities for new products that cater to diverse applications in everyday beauty, professional artistry, and entertainment needs.
Eyeliner Market Distribution Channel Insights
The South Korea Eyeliner Market showcases a diverse distribution channel segment which significantly influences market dynamics. The online platform has gained traction in recent years, particularly due to the growing prevalence of e-commerce and mobile shopping among South Korean consumers. This shift towards digital mediums reflects a broader trend of convenience and accessibility that resonates well with the tech-savvy population. Meanwhile, offline channels, including brick-and-mortar retail stores and beauty boutiques, continue to play a vital role in providing consumers with the opportunity to experience the products firsthand.
The offline segment benefits from personalized customer service, where beauty consultants can offer tailored recommendations and applications, thereby enhancing customer satisfaction. Moreover, the evolving retail landscape in South Korea, with the emergence of beauty specialty stores, has strengthened the position of both distribution channels. As the South Korea Eyeliner Market segmentation evolves, these diverse channels cater to varying consumer preferences and shopping habits, making them crucial to the overall market growth and dynamics.
The demand for innovative products and effective marketing strategies within these channels presents further opportunities for brands to flourish in this competitive market.
South Korea Eyeliner Market Key Players and Competitive Insights
The South Korea Eyeliner Market is characterized by a dynamic landscape that features a blend of established brands and emerging players, all vying for consumer attention in a highly competitive environment. Increasing beauty consciousness among consumers, fueled by social media influences and changing beauty standards, has propelled the demand for innovative and high-quality eyeliner products.
Brands are continuously launching new formulas and designs to meet diverse consumer preferences for variety, longevity, and ease of application. The competitive dynamics are further intensified by the trend towards cruelty-free and eco-friendly products, prompting brands to adapt their strategies in response to evolving consumer values regarding sustainability and ingredient transparency.
Innisfree has cemented its position within the South Korea Eyeliner Market through a strong focus on natural ingredients and eco-conscious branding. The company leverages its commitment to sustainability, appealing to consumers who prioritize environmentally friendly products. Innisfree's strengths lie in its accessibility and widespread presence, having established a robust distribution network that includes physical stores and online platforms.
Through regular product launches, Innisfree caters to a diverse consumer base, consistently innovating its eyeliner offerings to enhance performance, including waterproof options and customizable shades. This brand loyalty is strengthened by effective marketing campaigns that resonate with younger demographics, positioning Innisfree as a preferred choice for consumers seeking quality at an affordable price.
Nature Republic has also made significant strides in the South Korea Eyeliner Market, focusing on the use of natural and botanical ingredients to create appealing formulations. This approach has resonated well with a consumer base that values purity and effectiveness. Nature Republic’s key product offerings in eyeliner include gel, liquid, and pencil types, which are popular for their ease of application and long-lasting results.
The company's market presence is bolstered by a strategic emphasis on customer engagement through promotions and collaborations, which help enhance brand visibility. Strengthened by a commitment to quality and customer satisfaction, Nature Republic remains a formidable competitor in the market. The company has pursued various strategic partnerships and collaborations to expand its product lines and enhance its market position, showcasing its adaptability in responding to consumer needs and industry trends, reinforcing its presence in the South Korean beauty landscape.
Key Companies in the South Korea Eyeliner Market Include
South Korea Eyeliner Market Industry Developments
The South Korean Eyeliner Market has recently seen a surge in the popularity of innovation and sustainability among brands such as Innisfree, Etude House, and Missha. The increasing consumer interest in natural ingredients has driven companies like Nature Republic and Holika Holika to produce eco-friendly eyeliner products, emphasizing cruelty-free and plant-based formulations. Notably, in March 2023, Amorepacific announced a collaboration with a local startup focusing on sustainable packaging solutions for their eyeliner product lines.
In terms of market dynamics, LG Household and Health Care and Tonymoly have reported significant growth in their product sales, attributed to social media influencer endorsements and targeted marketing strategies. During the past two to three years, notable events include the expansion of online sales channels due to retail adaptations post-COVID-19, with Coupang emerging as a leading distributor for beauty products in South Korea. There have not been any publicly disclosed mergers or acquisitions in the South Korean Eyeliner Market concerning the specified companies, despite the ongoing consolidation trends within the broader beauty industry. As of now, the market continues to flourish, driven by innovation and evolving consumer preferences.
Eyeliner Market Segmentation Insights
Eyeliner Market Distribution Channel Outlook
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| Report Attribute/Metric | Details |
| Market Size 2023 | 181.98(USD Million) |
| Market Size 2024 | 183.12(USD Million) |
| Market Size 2035 | 276.39(USD Million) |
| Compound Annual Growth Rate (CAGR) | 3.813% (2025 - 2035) |
| Report Coverage | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year | 2024 |
| Market Forecast Period | 2025 - 2035 |
| Historical Data | 2019 - 2024 |
| Market Forecast Units | USD Million |
| Key Companies Profiled | Innisfree, Nature Republic, Amorepacific, Etude House, Tonymoly, Dr.Jart+, The Face Shop, Holika Holika, LG Household and Health Care, Missha, Aritaum, SKII, Coupang, Laneige |
| Segments Covered | Product Type, Application, Distribution Channel |
| Key Market Opportunities | Innovative formulas and textures, Sustainable packaging solutions, Expanding online retail channels, Rising demand for vegan products, Customizable and personalized options |
| Key Market Dynamics | rising demand for innovative products, increasing focus on sustainability, growth of online retail channels, influence of beauty influencers, popularity of K-beauty trends |
| Countries Covered | South Korea |
Frequently Asked Questions (FAQ) :
The South Korea Eyeliner Market is expected to be valued at 276.39 million USD by 2035.
The expected CAGR for the South Korea Eyeliner Market from 2025 to 2035 is 3.813 percent.
The liquid eyeliner segment was valued at 60.0 million USD in 2024.
The liquid eyeliner segment is anticipated to show the highest growth, reaching 90.0 million USD by 2035.
Major players include Innisfree, Nature Republic, Amorepacific, Etude House, and Tonymoly.
The pen eyeliner segment is projected to reach 60.0 million USD by 2035.
Market challenges may include competition and changing consumer preferences.
The wax eyeliner product type has the lowest market value, standing at 25.0 million USD in 2024.
Growth in drivers include increasing demand for beauty products and innovation in eyeliner formulations.
The kohl eyeliner market size is expected to increase from 28.12 million USD in 2024 to 36.39 million USD by 2035.
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