Mascara Market Report 2026

The mascara market size has grown strongly in recent years. It will grow from $7.6 billion in 2025 to $8.13 billion in 2026 at a compound annual growth rate (CAGR) of 7%. The growth in the historic period can be attributed to growth of global cosmetics consumption, increasing beauty awareness among consumers, expansion of premium makeup brands, rising influence of fashion and beauty trends, availability of diverse mascara formulations.

The mascara market size is expected to see strong growth in the next few years. It will grow to $10.59 billion in 2030 at a compound annual growth rate (CAGR) of 6.8%. The growth in the forecast period can be attributed to growing demand for vegan and cruelty-free cosmetics, rising penetration of e-commerce beauty platforms, increasing product personalization trends, expansion of influencer-driven marketing, continuous innovation in cosmetic formulations. Major trends in the forecast period include increasing demand for clean and sustainable mascara formulations, rising adoption of smudge-proof and long-lasting products, growing preference for customized lash effects, expansion of online beauty retail channels, enhanced focus on innovative brush and applicator designs.

The growing working women population is expected to drive the growth of the mascara market in the coming years. The working women population comprises females actively participating in the labor force across a wide range of industries and professions. This rise is driven by factors such as improved access to education, evolving societal norms, greater financial independence, and expanded career advancement opportunities, all of which encourage higher female workforce participation. Mascara supports the needs of working women by enhancing confidence and professional appearance, offering a quick and convenient way to define the eyes that aligns well with busy, fast-paced lifestyles. For instance, in July 2025, according to the Organisation for Economic Co-operation and Development (OECD), a France-based international organization, between Q1 2024 and Q1 2025, women’s employment rates across OECD countries increased by an average of approximately 0.32 percentage points. Therefore, the growing working women population is expected to propel the growth of the mascara market.

Leading companies in the mascara industry are prioritizing innovation by developing sustainable products, such as Tahitian microalgae-based mascara, to promote healthier lashes while aligning with eco-conscious consumer preferences. This type of mascara incorporates extracts from Tahitian microalgae, known for their nourishing and moisturizing properties, enhancing lash volume and health. For example, in June 2024, Goop Inc., a U.S.-based lifestyle and wellness company, introduced the Featherlash Lifting Serum Mascara, priced at $28, expanding its beauty collection, which includes the Colorblur Glow Balm and Clean Nourishing Lip Balm. Available on Goop’s website and at select retailers such as Nordstrom, this mascara merges beauty with skincare benefits. It features a proprietary Widelash Complex enriched with peptides, panthenol, and biotin to strengthen lashes, along with Tahitian microalgae for added density and Vitamin E for conditioning.

In July 2024, CORE Industrial Partners LLC, a U.S.-based private equity firm, acquired Winky Lux for an undisclosed amount. This acquisition aims to bolster CORE Industrial Partners LLC’s presence in the cosmetics industry and expand its mascara offerings to cater to a broader consumer base. Winky Lux is a U.S.-based company specializing in cosmetic products, including lipsticks, eyeshadows, highlighters, and mascaras.

Major companies operating in the mascara market report 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.

Asia-Pacific was the largest region in the mascara market in 2025. 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, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the mascara market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The mascara market consists of sales of peptide mascara, clear mascara, tubing mascara, magnetic mascara, and hypoallergenic mascara. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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