Innovating textures and formats, inspiring with diverse occasions and styles, and upgrading experiences and education can comprehensively boost eye and eyebrow makeup mindshare.
Zoey Song, Senior Analyst, China Insights
Market Definitions
Eye and eyebrow colour cosmetics include eyebrow products (eg eyebrow pencils, eyebrow gels, eyebrow powders), mascara, eyeliner and eyeshadow.
Excluded:
Lash growth serums and treatments, eye and lash primers, eye concealers, eyelash curlers and false eyelashes.
Market size is based on sales through all retail channels, including direct to consumers, but excludes the professional sector (such as beauty salons) and consumer-to-consumer channels (eg WeChat business and Taobao).
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Executive summary
- Definitions
- What you need to know
- Key indicators of the eye and eyebrow colour cosmetics market
- Market factors
- Drivers and opportunities
- Keys to success
- What we think
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The market
- Market size and forecast
- The colour cosmetics market is expected to rebound in 2025
- Graph 1: total value sales of the colour cosmetics market, 2021-25 (est)
- The market share of eye and eyebrow colour cosmetics remains stable
- Graph 2: total value sales of the colour cosmetics market, by category, 2021-25 (est)
- Graph 3: annual growth in value sales of colour cosmetics, by category, 2021-25 (est)
- The eyebrow and eye makeup market to see slight growth over the long term
- Graph 4: best- and worst-case forecast of value sales of eye and eyebrow colour cosmetics, 2020-30
- Market factors
- BPC market sees recent improvement, but growth is slowing
- Graph 5: year-on-year growth rate of total retail sales of cosmetics, 2023-25
- Eye makeup has low priority among makeup overall and is greatly influenced by the occasion
- Graph 6: eye and eyebrow makeup steps, by occasion, 2025
- There is a significant difference in the purchase and use of eyebrow and eye colour cosmetics products
- Eye colour cosmetics are mainly low-priced, but the main price focus on the Tmall platform has shifted slightly upwards
- Graph 7: Douyin eye and eyebrow colour cosmetics volume sales, by price band, 2023-25
- Graph 8: Tmall eyebrow and eye colour cosmetics volume sales, by price range, 2023-25
- Market share
- Tmall: leading brands remain stable, Sanzitang and Flower Knows stand out
- Douyin: overall rankings relatively steady, with local affordable brands still the mainstay
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What consumers want and why
- Innovations in format and texture meet precise makeup needs
- Usage of eyebrow powder, single eyeshadow and tinted eyebrow gel and the proportion of sophisticated eyebrow and eye makeup users are both rising
- Graph 9: usage of eye and eyebrow colour cosmetics products, 2024-25
- Graph 10: number of eye and eyebrow colour cosmetics products used, 2024-25
- Differences in usage and purchase rates are most notable for solid eyeliner, eyebrow pencils/pens and eyeshadow palettes
- Graph 11: comparison of eyebrow and eye colour cosmetics usage and purchase, 2025
- Easy-to-use formats innovations have shone in eyebrow, eyeliner and eyelash products
- Graph 12: product purchase factors, 2025
- Product format innovation enhances ease of use, with intuitive demonstrations improving standout
- The usage rate of single eyeshadow is rising, while use of eyeshadow palettes is declining
- Graph 13: comparison of eyeshadow usage and purchase rates, 2025
- Graph 14: eyebrow product usage, 2024-25
- Popular shades drive eyeshadow purchases, single eyeshadow satisfy the need for a quick indulgence
- Graph 15: eyeshadow purchase factors, 2025
- Single eyeshadow: ‘one colour, multiple uses’ enhances practicality while bold colour matching sparks instant gratification
- Powder eyeshadow has clear overall advantages, while cream and stick formats each have their own strengths
- Graph 16: texture/format associations, 2025
- Strong willingness to try transformative texture eyeshadow
- Graph 17: appealing eyeshadow formats, 2025
- Enhance communication of texture difference to meet precise makeup needs
- Innovate in multi-texture ‘mix and match’; distinctive nicknames help marketing go viral
- An array of diverse textures aligns with eyeshadow palette usage habits
- Diverse scenarios and styles boost eye makeup, inspiring experimentation and creativity
- Aegyo sal, inner eye corner and lower lash line makeup are most popular, combining a natural finish with functional enhancements
- Graph 18: eye makeup exploration and interest, 2025
- Aegyo sal and lower lash line makeup are mainly for everyday occasions, while under-eye makeup is more for special occasions
- Graph 19: eye makeup exploration by occasion, 2025
- Aegyo sal palettes offer all in one aegyo sal, inner eye corner and lower lash line eye makeup
- Natural, practical eye makeup is the mainstream preference, personalised eye makeup trial rates jump
- Graph 20: eye makeup trials, 2021-25
- Explore diverse scenario-based communication to build immersive experiences
- A natural image is the mainstream preference, with personalised styles standing out among 25-29s
- Graph 21: desired image, by age group, 2025
- People with personalised style preferences actively explore different eye makeup looks
- Graph 22: eye makeup trials, by desired image, 2025
- Provide makeup inspiration and references for personalised styles
- Draw on niche art trends to inspire creative eye makeup
- Emphasise offline experiences and apply technology to expand learning channels
- Short videos and Xiaohongshu are the main sources of makeup inspiration, but offline touchpoints remain important
- Graph 23: sources of makeup inspiration, 2025
- Upgraded and diverse offline experiences can create social value
- Short makeup tutorials lasting under five minutes are most popular, intelligent technology is worth exploring
- Graph 24: content format preferences, 2025
- Co-create with makeup artists/bloggers to connect content to purchase
- AI-enabled personalised makeup recommendations and tutorials
- VR and gamified makeup tutorials overcome learning challenges and stimulate social sharing
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New product trends
- The share of new eye and eyebrow makeup launches continues to decline, while the share of new multi-use colour cosmetics grows
- Graph 25: share of new colour cosmetics, by sub-category, 2020-25
- Graph 26: share of new eye and eyebrow cosmetics, by sub-category, 2020-25
- New multi-use cosmetics focus on quick and integrated application
- Ease of use and time/speed claims remain mainstream and grow their share of launches
- Graph 27: share of new eye and eyebrow cosmetics, by sub-category, 2020-25
- All-in-one multifunctionality improves convenience
- Cross-category IP collaborations set trends in new colour cosmetics products
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- TURF analysis methodology
- Abbreviations
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