2025
10
The Future of Eye Cosmetics 2025
2025-04-02T13:01:41+01:00
REP61F78B43_BD1D_4611_8875_0ADDAE2A4251
2195
181005
[{"name":"Beauty and Cosmetics","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/beauty-cosmetics"}]
Report
en_GB
Excite consumers and revitalize the sluggish eye cosmetic segment by emphasizing craftsmanship, offering comfort with nostalgia, and rethinking responsibility. Clare Hennigan, Principal Analyst…
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  2. All Industries
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  4. Beauty and Personal Care
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  6. Beauty and Cosmetics
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  8. The Future of Eye Cosmetics 2025

The Future of Eye Cosmetics 2025

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Discover the future trends in the global eye cosmetics market with Mintel’s Future Of report. The report identifies the key consumer and industry trends that will impact the global eye cosmetics industry over the next five years.

The most important upcoming trends in eye cosmetics are analysed and succinctly presented alongside relevant insights from Mintel’s consumer data. So you can understand how consumer demands will change and identify future innovation and growth opportunities.

This report also presents Mintel’s analysts’ pick of the most innovative and inspirational launches in eye cosmetics. Understanding the future of the cosmetics industry has never been so easy.

Meet the Expert Behind the Analysis

This report was written by Clare Hennigan. Clare is a Principal Beauty Analyst at Mintel, identifying key trends and developing insights impacting the beauty landscape.

Excite consumers and revitalize the sluggish eye cosmetic segment by emphasizing craftsmanship, offering comfort with nostalgia, and rethinking responsibility.

Clare Hennigan, Senior Beauty AnalystClare Hennigan
Principal Analyst

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  1. WHAT YOU NEED TO KNOW

    • Where we are now
    • Mintel recommends: in the next two years
    • Mintel recommends: in five years and beyond
  2. IN THE NEXT TWO YEARS

    • Boost value perceptions by highlighting craftsmanship
    • Premium brands must deliver incomparable product excellence to drive purchases
    • Opportunities to expand masstige offerings
    • Graph 1: eye cosmetic launches, by beauty price positioning, 2022-24
    • Mintel definitions for beauty price positioning
    • Mintel definitions for beauty price positioning – eyebrow
    • Mintel definitions for beauty price positioning – eyelash
    • Mintel definitions for beauty price positioning – eyeliner
    • Mintel definitions for beauty price positioning – eyeshadow
    • K-Beauty appeals to budget and quality conscious consumers
    • How are brands describing luxury launches vs masstige?
    • Convey quality by highlighting materials
    • Learnings from haircare: both new entrants and legacy brands can lean into craftsmanship messaging
    • Learnings from haircare: explore locally made and human made claims
    • Improve product satisfaction with adjustable packaging
    • Amp up performance claims to help consumers trade down with confidence
    • Cultural and sensory connections enhance perceived value
    • Make beauty packaging worthy of display
    • Desire for convenience is driving growth of powder alternatives
    • Graph 2: % growth of eyeshadow launches, by select formats and textures, 2020-2024
    • Regional perspective: compete with local players by helping consumers connect to their roots
    • Position eye cosmetics as "comfort capital"
    • During hard times, consumers embrace "comfort capital"
    • Help consumers break free from aesthetic homogeneity
    • Tech spotlight: using AI to improve mood
    • Highlight versatility to spark creativity
    • Highlight "pigment versatility" to spark creativity
    • Harness the power of the past to build a profitable future
    • Leverage emotional storytelling for cultural cachet
    • Boost retail traffic by positioning makeup as a collectible
    • Elicit escapism with other-worldly beauty
    • Glittery and shimmery finishes evoke joy and capture consumer attention
    • Regional perspective: engage fandoms in APAC
    • Drive eye cosmetics forward by rethinking responsibility
    • Don't be fooled by headlines, beauty consumers expect brands to support DEI initiatives
    • In the "attention economy" era, thrive by tapping into unmet needs
    • Globally, consumers make decisions based on ESG efforts
    • Graph 3: select ESG activities benefiting brands' favorability, 2024
    • Ethical consumption is on the rise…
    • …as companies around the globe brace for a crackdown
    • A truly sustainable future will require a multifaceted approach. Explore the possibilities from Mintel experts:
    • Eye cosmetic innovations address sustainability
    • Regional perspective: consumers in LATAM will be early adapters of eco-cosmetics
  3. IN FIVE YEARS AND BEYOND

    • A blue sky "day in the life" scenario
    • A day in the life of Willa
    • Climate adaptive products and transformative textures become the norm for Willa
    • Plant based pigments and 3D printing open up new possibilities
    • Willa saves space and reduces waste with 3D printing and water-activated formulas
    • Key considerations that impact the future of eye cosmetics
  4. KEY TAKEAWAYS

    • Key takeaways
    • Contributors

Why Choose Mintel?

Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.

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