Global Eyebrow Makeup Product Market Size, Share and Trends Analysis Report – Industry Overview and Forecast to 2032

Eyebrow Makeup Product Market Size

• The global eyebrow makeup product market size was valued at USD 428.09 million in 2024 and is expected to reach USD 692.68 million by 2032, at a CAGR of 6.2% during the forecast period
• The market growth is largely fueled by the increasing influence of beauty trends on social media, rising consumer interest in defined and fuller brows, and continuous product innovations in pencils, gels, powders, and pomades. The growing participation of both premium and mass-market brands in launching advanced, easy-to-use eyebrow products is further driving market expansion across global beauty and personal care industries
• Furthermore, rising demand for multifunctional, long-lasting, and natural-finish eyebrow products among young adults and teenagers is accelerating adoption. This trend, combined with the inclusion of men in the grooming category, is expanding the consumer base, thereby significantly boosting the market’s growth

Eyebrow Makeup Product Market Analysis

• Eyebrow makeup products include pencils, gels, powders, pomades, and waxes, which are used to shape, define, fill, and enhance the appearance of eyebrows. These products cater to a wide range of consumer needs, from subtle natural looks to bold, styled brows, making them an essential category in daily beauty routines
• The rising popularity of influencer-driven beauty culture, increasing penetration of e-commerce platforms, and strong presence of global cosmetic brands are key factors fueling demand. In addition, the growing focus on inclusivity in shade ranges, eco-friendly formulations, and affordable product innovations are further contributing to the rapid expansion of the eyebrow makeup product market
• North America dominated eyebrow makeup product market with a share of 27.5% in 2024, due to the region’s strong beauty and cosmetics culture and high consumer spending on premium makeup products
• Asia-Pacific is expected to be the fastest growing region in the eyebrow makeup product market during the forecast period due to the rapid expansion of the beauty and personal care industry in countries such as China, Japan, and South Korea
• Women segment dominated the market with a market share of 68.5% in 2024, due to the high penetration of beauty and grooming routines among female consumers worldwide. Women’s growing interest in defined and fuller brows, fueled by celebrity influence and beauty tutorials on digital platforms, continues to sustain demand across all product categories. Premium cosmetic brands, as well as mass-market players, primarily target female consumers with extensive product lines catering to varied styles and shades

Report Scope and Eyebrow Makeup Product Market Segmentation  

Eyebrow Makeup Product Market Trends

Rise of Social Media Influencers

• The eyebrow makeup products market is experiencing strong growth due to the rising influence of social media platforms and beauty influencers. Digital creators on Instagram, TikTok, and YouTube are shaping consumer purchasing behavior by showcasing eyebrow styling trends, promoting specific products, and driving global demand for innovative solutions
  • For instance, brands such as Anastasia Beverly Hills and Benefit Cosmetics have leveraged collaborations with beauty influencers to position their eyebrow pencils, gels, and pomades as category leaders. Similarly, emerging brands have gained visibility rapidly through influencer-led campaigns that create direct consumer engagement and viral makeup trends
• Social media is increasingly shaping beauty standards, with emphasis on well-defined brows becoming a key element of personal grooming
• Tutorials and product demonstrations are making eyebrow makeup more accessible, encouraging larger consumer segments—from professionals to everyday users—to experiment with different eyebrow looks
• The integration of e-commerce platforms with influencer marketing further amplifies this trend, as consumers can instantly purchase products featured in tutorials or live sessions. This omnichannel presence has significantly improved brand reach and conversion rates globally
• In conclusion, the rise of social media influencers has become a central trend boosting demand for eyebrow makeup products. By elevating visibility and user adoption, influencer-driven marketing strategies continue to redefine consumer engagement and accelerate innovation in the segment

Eyebrow Makeup Product Market Dynamics

Driver

Growing Beauty Consciousness

• Increasing beauty consciousness among consumers globally is a major driver of demand for eyebrow makeup products. The growing emphasis on personal grooming, shaped eyebrows, and overall facial aesthetics has led to a surge in usage across diverse demographics
  • For instance, L’Oréal has expanded its eyebrow product portfolio under Maybelline to target younger, beauty-conscious consumers who prioritize affordable yet stylish options. Likewise, premium brands such as Estée Lauder focus on high-end eyebrow kits catered to fashion-forward consumers seeking luxury positioning
• The emphasis on self-expression, individuality, and enhancing facial features has made eyebrow products such as pencils, powders, gels, and pomades an integral part of daily makeup routines. Expanding consumption in urban areas and rising disposable incomes further reinforce market demand
• In addition, the growing participation of men in the grooming category is opening new opportunities. Rising acceptance of unisex makeup and male grooming products supports expansion of eyebrow care products into non-traditional demographics, reflecting the broader appeal of beauty consciousness
• Overall, the expansion of beauty awareness and personal grooming practices directly drives eyebrow makeup product adoption across both mass-market and premium categories

Restraint/Challenge

Fluctuating Raw Material Prices

• A key challenge in the eyebrow makeup product market is the impact of fluctuating raw material prices, particularly in pigments, waxes, and natural oils used in formulations. Volatility in raw material costs creates pricing pressures on manufacturers, reducing profit margins and impacting product affordability
  • For instance, the global supply fluctuations of natural ingredients such as shea butter, carnauba wax, and plant-based oils used in eyebrow products have led to unstable production costs. Larger brands often absorb these fluctuations, but small and medium-sized manufacturers face challenges maintaining consistent pricing strategies
• The rising costs of packaging materials, including plastics and eco-friendly alternatives, further exacerbate price instability, especially as sustainability pressures grow. This volatility affects companies’ ability to balance cost competiveness with innovation in premium, cruelty-free, or clean beauty formulations
• In addition, global supply chain disruptions have increased material procurement challenges, making it harder for manufacturers to stabilize inventory and control production costs. This has led some companies to scale back expansion plans while revisiting product pricing strategies to protect profitability
• As a result, fluctuating raw material prices remain a structural restraint on the eyebrow makeup product market. Addressing this issue requires stronger supply chain partnerships, investment in sustainable sourcing, and pricing strategies that align with consumer expectations while sustaining market competitiveness

Eyebrow Makeup Product Market Scope

The market is segmented on the basis of product, gender, age group, and distribution channel.

• By Product

On the basis of product, the eyebrow makeup market is segmented into pencil, gel, powder, pomade, and wax. The pencil segment dominated the largest market revenue share in 2024, as eyebrow pencils remain the most versatile and widely used product for shaping, defining, and filling brows. Their affordability, portability, and ease of application make them highly preferred by both professionals and daily users. In addition, the availability of pencils in multiple shades and innovative formats such as retractable, waterproof, and dual-ended versions has strengthened their demand across mass and premium beauty categories.

The gel segment is anticipated to witness the fastest growth rate from 2025 to 2032, driven by rising consumer preference for long-lasting, smudge-proof, and natural-looking finishes. Eyebrow gels cater to the growing trend of “feathered brows” and provide enhanced hold, making them popular among younger demographics and social media-driven beauty trends. Their multifunctional nature, offering both color and shaping benefits, alongside expanding product innovations such as tinted gels and clear formulations, is accelerating adoption in global markets.

• By Gender

On the basis of gender, the eyebrow makeup product market is divided into men and women. The women’s segment dominated the market share of 68.5% in 2024, owing to the high penetration of beauty and grooming routines among female consumers worldwide. Women’s growing interest in defined and fuller brows, fueled by celebrity influence and beauty tutorials on digital platforms, continues to sustain demand across all product categories. Premium cosmetic brands, as well as mass-market players, primarily target female consumers with extensive product lines catering to varied styles and shades.

The men’s segment is expected to witness the fastest growth rate from 2025 to 2032, as male grooming becomes a mainstream trend globally. Increasing awareness of personal care, combined with the rise of male beauty influencers and social media-driven acceptance of cosmetics for men, is propelling demand for subtle and easy-to-use eyebrow products. Eyebrow gels, pencils, and powders designed specifically for men are gaining traction, particularly in markets across Asia-Pacific and North America, where younger male demographics are more open to experimenting with grooming solutions.

• By Age Group

On the basis of age group, the market is segmented into teenagers, young adults, adults, and mature adults. The young adults segment dominated the largest share in 2024, attributed to their higher engagement with beauty trends, frequent use of makeup products, and stronger purchasing power compared to teenagers. Social media influence, coupled with brand loyalty towards established cosmetic players, drives consistent demand from this group. Young adults often seek multipurpose and premium eyebrow products that align with fashion-forward styles and self-expression.

The teenagers segment is projected to witness the fastest growth from 2025 to 2032, driven by increasing early adoption of beauty routines and exposure to digital beauty culture through platforms such as TikTok, Instagram, and YouTube. Affordable eyebrow products such as pencils, powders, and beginner-friendly gels are particularly popular among teenagers. Their inclination towards experimentation and entry-level cosmetics, often supported by affordable drugstore brands, is likely to boost sales momentum in this segment.

• By Distribution Channel

On the basis of distribution channel, the eyebrow makeup market is categorized into hypermarkets and supermarkets, specialty stores, pharmacies and drugstores, online, and others. The specialty stores segment dominated the largest revenue share in 2024, supported by the extensive presence of beauty-focused retail chains and exclusive brand outlets. Consumers prefer specialty stores for their wide product variety, personalized assistance, and ability to try before purchase. These stores often collaborate with premium brands to launch exclusive collections, which adds to their popularity among urban shoppers.

The online segment is expected to witness the fastest growth rate from 2025 to 2032, driven by the surge in e-commerce platforms and direct-to-consumer brand strategies. The convenience of doorstep delivery, competitive pricing, frequent discounts, and access to global beauty brands have transformed online channels into a key sales driver. Social media promotions, influencer marketing, and live-streaming sales further amplify product visibility, especially among young consumers who prefer digital shopping experiences.

Eyebrow Makeup Product Market Regional Analysis

• North America dominated the eyebrow makeup product market with the largest revenue share of 27.5% in 2024, driven by the region’s strong beauty and cosmetics culture and high consumer spending on premium makeup products
• Consumers in the region are highly influenced by beauty influencers, celebrity trends, and social media platforms, which have boosted the popularity of defined and fuller eyebrows
• The widespread availability of international brands, coupled with innovation in product formulations such as long-lasting, smudge-proof, and natural-finish eyebrow products, continues to sustain market growth, with the U.S. leading as the primary revenue contributor

U.S. Eyebrow Makeup Product Market Insight

The U.S. eyebrow makeup market captured the largest revenue share in 2024 within North America, fueled by the increasing influence of digital beauty culture and growing demand for multifunctional cosmetic products. Consumers in the U.S. show strong preference for eyebrow pencils, gels, and pomades that deliver professional-quality finishes at home. The popularity of e-commerce platforms, coupled with the rise of clean-label and cruelty-free beauty products, is significantly contributing to the expansion of the U.S. market.

Europe Eyebrow Makeup Product Market Insight

The Europe eyebrow makeup product market is projected to expand at a substantial CAGR throughout the forecast period, primarily driven by the region’s long-established cosmetic industry and growing interest in personalized beauty solutions. The demand is strengthened by consumers’ preference for natural, well-defined looks and a shift towards sustainable and eco-friendly cosmetic formulations. With strong beauty retail infrastructure and presence of both luxury and mass-market brands, Europe continues to be a key growth region for eyebrow products.

U.K. Eyebrow Makeup Product Market Insight

The U.K. eyebrow makeup product market is anticipated to grow at a noteworthy CAGR during the forecast period, driven by rising consumer interest in grooming and the growing influence of beauty bloggers and social media trends. Demand is particularly strong among younger demographics who are open to experimenting with bold brow styles. In addition, the U.K.’s robust e-commerce penetration and thriving retail beauty sector further contribute to the expansion of eyebrow makeup products in the country.

Germany Eyebrow Makeup Product Market Insight

The Germany eyebrow makeup product market is expected to expand at a considerable CAGR during the forecast period, fueled by increasing consumer focus on quality, safety, and sustainability in cosmetics. German consumers show strong inclination toward dermatologically tested and eco-friendly products, which is encouraging brands to innovate in formulations. The demand for eyebrow pencils, powders, and gels that provide precision and long-lasting effects is particularly notable, with strong adoption across both retail and professional salon channels.

Asia-Pacific Eyebrow Makeup Product Market Insight

The Asia-Pacific eyebrow makeup product market is poised to grow at the fastest CAGR during the forecast period of 2025 to 2032, driven by the rapid expansion of the beauty and personal care industry in countries such as China, Japan, and South Korea. Rising disposable incomes, growing urbanization, and increasing awareness of international beauty trends are fueling market growth. The region also benefits from a strong presence of domestic cosmetic manufacturers who are driving affordability and accessibility of eyebrow products across diverse consumer groups.

Japan Eyebrow Makeup Product Market Insight

The Japan eyebrow makeup product market is gaining momentum due to the country’s strong beauty culture and preference for refined, natural eyebrow aesthetics. Japanese consumers place high value on quality, precision, and ease of use, which has spurred demand for innovative products such as micro-tip pencils, lightweight gels, and natural-finish powders. The integration of traditional beauty preferences with modern formulations is a defining feature of the Japanese market.

China Eyebrow Makeup Product Market Insight

The China eyebrow makeup product market accounted for the largest revenue share in Asia-Pacific in 2024, attributed to the country’s massive consumer base, growing middle class, and high digital engagement with beauty trends. Chinese consumers are highly responsive to influencer marketing and social media-driven trends, which has accelerated demand for eyebrow pencils, gels, and pomades. The availability of affordable domestic brands, alongside strong retail and online distribution networks, continues to drive the growth of eyebrow makeup products in China.

Eyebrow Makeup Product Market Share

The eyebrow makeup product industry is primarily led by well-established companies, including:

• Anastasia Beverly Hills (U.S.)
• Benefit Cosmetics (U.S.)
• Maybelline (U.S.)
• L'Oréal (France)
• Revlon (U.S.)
• Burt’s Bees (U.S.)
• Fenty Beauty (U.S.)
• NYX Cosmetics (U.S.)
• Kat Von D Beauty (U.S.)
• Morphe (U.S.)
• Tarte Cosmetics (U.S.)
• Hourglass (U.S.)
• Shiseido (Japan)
• Rimmel (U.K.)
• Catrice (Germany)

Latest Developments in Global Eyebrow Makeup Product Market

• In March 2024, Benefit Cosmetics introduced its Precisely, My Brow Wax, a long-wear tinted wax designed to deliver both shaping and filling benefits for brows. This launch expands the brand’s iconic brow portfolio and meets the rising demand for multifunctional products that provide definition, hold, and color in a single application. By combining ease of use with durability, Benefit is reinforcing its market leadership and capturing consumers who prefer efficient, all-in-one solutions in their daily beauty routines
• In February 2024, e.l.f. Cosmetics unveiled the Brow Lift Sculpting Gel, a clear gel formulated to lift, sculpt, and lock brows into place for a feathered, laminated finish. Positioned as an affordable yet high-performance product, it aligns with consumer demand for professional-quality results at drugstore prices. This launch strengthens e.l.f.’s foothold in the mass-market segment and broadens access to trending brow looks, further intensifying competition in the lower-priced product category
• In January 2024, the NuNorm brand launched a five-product collection designed for the modern man's skincare and grooming routine. Among the products is Brow Rescue, a dual-ended pencil for shaping and filling in brows and patchy facial hair that comes in eight tones, including gray. By targeting the underserved male grooming segment, this launch highlights the increasing inclusivity within the eyebrow makeup market and opens new growth avenues through diversification
• In January 2024, Anastasia Beverly Hills launched its Brow Freeze Gel. Offered in a stick formulation, the product simplifies the process of laminating and holding brows in place compared to the brand’s original pot version. By improving convenience while delivering salon-like results, Anastasia Beverly Hills is strengthening its presence in the premium brow styling category, further cementing its reputation as a brow-focused innovator
• In October 2023, iMethod Beauty introduced its Brow Art Eyebrow Pencil. Featuring a dual-ended design with a three-pronged pencil for hair-like strokes and a water-based eyebrow pen for fuller definition, the product caters to evolving brow trends such as feathered and fluffy styles. This innovation demonstrates how niche brands are using unique applicator technology to differentiate themselves in a crowded market, appealing strongly to digitally engaged, trend-driven consumers

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