The Asia Pacific Mascara Market is projected to witness market growth of 8.4% CAGR during the forecast period (2024-2031). In the year 2022, the Asia Pacific market's volume surged to 214.15 Million Units (6-12ML), showcasing a growth of 25.3% (2020-2023).
In the competitive mascara market, volumizing formulas stand out as a key product type, catering to consumers seeking fuller, thicker lashes. These mascaras are designed with specific ingredients and brush designs to enhance volume by coating each lash from root to tip, creating a more dramatic look compared to standard mascaras. Key features often include lightweight yet buildable formulas that prevent clumping while adding significant volume and curl. Therefore, the China market consumed 39.79 million units (6-12ML) of mascara in 2023.
The China market dominated the Asia Pacific Mascara Market by Country in 2023, and is forecast to continue being a dominant market till 2031; thereby, achieving a market value of $1.21 billion by 2031. The Japan market is registering a CAGR of 7.9% during (2024 - 2031). Additionally, The India market would showcase a CAGR of 9.1% during (2024 - 2031).
Various factors influence the adoption of mascara and consumer behavior surrounding its use, from personal preferences to cultural norms and marketing influences. Understanding how consumers adopt and interact with mascara products provides insights into their purchasing decisions, usage patterns, and evolving preferences within the beauty industry.
Consumers of all ages use mascara, from teenagers experimenting with makeup for the first time to older adults seeking products that address specific concerns like thinning lashes. While historically associated with women, mascara adoption has expanded to include male consumers, reflecting changing societal norms and increasing inclusivity in beauty standards.
As India’s economy grows and disposable incomes rise, there has been a notable increase in consumer spending on cosmetics, including mascara. As per the Ministry of External Affairs, the Indian cosmetic and personal care industry is projected to reach US$20 billion by 2025, expanding at a robust growth rate of 25%. Within this, the luxury segment is anticipated to grow by 15%. Likewise, e-commerce platforms such as Alibaba’s Tmall and JD.com have made mascara products more accessible to consumers across China, including those in remote and rural areas. According to the Shanghai Municipal People’s Government, in the January-June period (2023), online retail sales nationwide hit 7.16 trillion yuan (US$1 trillion), up 13.1 percent yearly. In the first half of the year, online retail sales in rural China increased 12.5% annually, 3.7 percentage points quicker than in the initial quarter. During the same period, rural online retail sales reached 1.12 trillion yuan. Thus, the expansion of the cosmetics industry and the rising e-commerce sector in the region are driving the market's growth.
In the competitive mascara market, volumizing formulas stand out as a key product type, catering to consumers seeking fuller, thicker lashes. These mascaras are designed with specific ingredients and brush designs to enhance volume by coating each lash from root to tip, creating a more dramatic look compared to standard mascaras. Key features often include lightweight yet buildable formulas that prevent clumping while adding significant volume and curl. Therefore, the China market consumed 39.79 million units (6-12ML) of mascara in 2023.
The China market dominated the Asia Pacific Mascara Market by Country in 2023, and is forecast to continue being a dominant market till 2031; thereby, achieving a market value of $1.21 billion by 2031. The Japan market is registering a CAGR of 7.9% during (2024 - 2031). Additionally, The India market would showcase a CAGR of 9.1% during (2024 - 2031).
Various factors influence the adoption of mascara and consumer behavior surrounding its use, from personal preferences to cultural norms and marketing influences. Understanding how consumers adopt and interact with mascara products provides insights into their purchasing decisions, usage patterns, and evolving preferences within the beauty industry.
Consumers of all ages use mascara, from teenagers experimenting with makeup for the first time to older adults seeking products that address specific concerns like thinning lashes. While historically associated with women, mascara adoption has expanded to include male consumers, reflecting changing societal norms and increasing inclusivity in beauty standards.
As India’s economy grows and disposable incomes rise, there has been a notable increase in consumer spending on cosmetics, including mascara. As per the Ministry of External Affairs, the Indian cosmetic and personal care industry is projected to reach US$20 billion by 2025, expanding at a robust growth rate of 25%. Within this, the luxury segment is anticipated to grow by 15%. Likewise, e-commerce platforms such as Alibaba’s Tmall and JD.com have made mascara products more accessible to consumers across China, including those in remote and rural areas. According to the Shanghai Municipal People’s Government, in the January-June period (2023), online retail sales nationwide hit 7.16 trillion yuan (US$1 trillion), up 13.1 percent yearly. In the first half of the year, online retail sales in rural China increased 12.5% annually, 3.7 percentage points quicker than in the initial quarter. During the same period, rural online retail sales reached 1.12 trillion yuan. Thus, the expansion of the cosmetics industry and the rising e-commerce sector in the region are driving the market's growth.
List of Key Companies Profiled
- Chanel S.A.
- The Procter and Gamble Company
- Coty, Inc.
- Shiseido Company Limited
- Revlon, Inc. (MacAndrews & Forbes)
- The Estee Lauder Companies, Inc.
- L'Oreal S.A.
- Avon Products, Inc. (Natura &Co Holding S.A.)
- KOSE Corporation
- Mary Kay Inc.
Market Report Segmentation
By Category (Volume, Million Units (6-12ML), USD Billion, 2020-2031)- Regular
- Waterproof / Water-resistant
- Volumizing
- Lengthening
- Curling
- Offline Channel
- E-Commerce
- China
- Japan
- India
- South Korea
- Singapore
- Malaysia
- Rest of Asia Pacific
Table of Contents
Chapter 1. Market Scope & Methodology
Chapter 2. Market at a Glance
Chapter 3. Market Overview
Chapter 4. Asia Pacific Mascara Market by Category
Chapter 5. Asia Pacific Mascara Market by Product Type
Chapter 6. Asia Pacific Mascara Market by Distribution Channel
Chapter 7. Asia Pacific Mascara Market by Country
Chapter 8. Company Profiles
Companies Mentioned
- Chanel S.A.
- The Procter and Gamble Company
- Coty, Inc.
- Shiseido Company Limited
- Revlon, Inc. (MacAndrews & Forbes)
- The Estee Lauder Companies, Inc.
- L'Oreal S.A.
- Avon Products, Inc. (Natura &Co Holding S.A.)
- KOSE Corporation
- Mary Kay Inc.
Methodology
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