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
Principal Analyst
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WHAT YOU NEED TO KNOW
- Where we are now
- Mintel recommends: in the next two years
- Mintel recommends: in five years and beyond
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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
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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
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KEY TAKEAWAYS
- Key takeaways
- Contributors
What is a 'Future of' Report?
Have you ever wondered how to get a clear view of what’s next for your industry? Forget the crystal ball, what you need is a Mintel ‘Future of’ reports. The reports offer a forward-looking perspective, helping you identify upcoming opportunities and navigate the trends that will shape your business for the next five years and beyond.
How Mintel Builds a Picture of the Future
Creating a ‘Future of’ report is a comprehensive process that combines deep data analysis with expert human insight. Here’s a look at the core components that make these reports so valuable.
Expert Insights from Category Analysts
Our dedicated category analysts are at the heart of these reports. They bring years of industry experience and a deep understanding of global markets. They interpret complex data, connect the dots, and provide you with expert recommendations on what to expect in the next two years, five years, and even further into the future. They provide the strategic thinking you need to stay ahead.
Powered by Robust Data
Our analysis is grounded in solid data. A key source is Mintel’s Global New Products Database (GNPD), a powerful resource that tracks product innovation and launches around the world. By analysing this wealth of information, we can spot emerging patterns and shifts in the market. This data, combined with our knowledge of consumer behavior, allows us to anticipate what consumers will want next.
Designed for Forward-Thinking Strategy
Our ‘Future of’ reports are designed to help you look ahead with confidence. By focusing on trend forecasting and identifying future opportunities, these reports provide the insights you need to innovate and plan effectively. They are crafted specifically to help you anticipate market shifts and make proactive decisions, ensuring you and your business are prepared for what’s to come.
For a closer look at what's included in a Mintel Future of report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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