2026
10
The Future of Eye Cosmetics 2026
2026-03-30T20:01:28+00:00
REPFDD83AAB_9F25_469C_983A_AB9F25469C04
2995
192333
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Report
en_GB
Drive sales in eye makeup by blending global trends with local needs, exploring lifestage marketing and driving self-expression for all. Clotilde Drapé, Global Beauty Analyst…
Global
Colour Cosmetics
simple

The Future of Eye Cosmetics 2026

"Drive sales in eye makeup by blending global trends with local needs, exploring lifestage marketing and driving self-expression for all."

Clotilde Drapé, Global Beauty Analyst

Clotilde Drapé, Global Beauty Analyst

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.

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    • Author's note
  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

    • Drive artistic self-expression tied to specific consumers and occasions
    • Unlock artistic expression for over-50s with cream eyeshadows
    • Leverage social media to provide artistry for all
    • Explore versatility through format in eye makeup
    • Help consumers achieve specific looks with skills-based kits
    • Break barriers of entry into eye makeup with ease-of-removal claims
    • Graph 1: top sought-out features for mascara and/or brow products, 2025
    • Introduce sensoriality in eye makeup to drive satisfaction
    • Regional: be inspired by the self-expression movement in the US
    • Blend local and global trends to poise eye makeup for growth
    • Adapt formulas to meet local climate needs
    • Graph 2: eye colour cosmetics launches with selected claims, 2025-26
    • Make hydration the leading claim for high-performing eye colour cosmetics
    • Capitalise on the growing appetite for 'glocalised' trends
    • Graph 3: reasons for buying BPC products from brands or regions outside of home country, 2025
    • Highlight local expertise to stand out in new regions
    • Explore cross-cultural fusions in eye makeup to drive global beauty growth
    • Make inclusive design central to innovation
    • Regional: adapt eye portfolio strategy by region
    • Graph 4: percentage of product launches in eye makeup by region, 2025-26
    • Find new ways to drive value and encourage trade-up
    • Capitalise on the willingness to spend
    • Graph 5: consumers who purchased any new brands/versions that are more expensive or less expensive compared to what they usually spent in the past 12 months, 2025
    • Bring technology and brow expertise together in store
    • Bring excitement to the 'eyelash economy' for all, regardless of experience level
    • Bridge the eye makeup innovation gap with skin-friendly benefits
    • Graph 6: key values/benefits sought when paying more for BPC products, by type of beauty shopper, 2025
    • Graph 7: eye makeup product launches with selected claims, by beauty price positioning*, 2025-26
    • Blend high performance with skincare benefits to capture a wider market
    • Make eye makeup an essential with minis and cult status
    • Regional: APAC is bringing personalisation and sensorial touchpoints in store
  3. IN FIVE YEARS AND BEYOND

    • You 3.0 in eye makeup – the future consumer​
    • Offer modular and personalised options for Gen Alpha's 'builder' mindset
    • Build cross-generational connections for new bonding rituals
    • Poise eye makeup as a cause for celebration year round
    • Create limited editions that resonate with consumers' life moments
  4. KEY TAKEAWAYS

    • Key takeaways
    • Contributor

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.

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