Eyebrow Makeup Product Market Size, Share & Trend Analysis Report By Product (Pencil), By Gender (Women), By Age Group (Young Adults), By Distribution Channel (Hypermarkets & Supermarkets), By Region, And Segment Forecasts, 2024 - 2030

Eyebrow Makeup Product Market Trends

The global eyebrow makeup product market was valued at USD 306.06 million in 2023 and is expected to grow at a CAGR of 8.5% from 2024 to 2030. Eyebrow makeup products have become essential tools in the beauty industry, recognized for their ability to enhance and define one of the most expressive features of the face. The growing emphasis on well-groomed, aesthetically pleasing eyebrows has driven a significant rise in the popularity of eyebrow makeup products globally. Whether individuals prefer bold, statement brows or subtle, natural arches, the market offers a wide array of products, from pomades and powders to pencils and gels, catering to diverse preferences and styles. This increased focus on eyebrow grooming reflects broader trends in personal grooming and self-expression, where eyebrows are seen as pivotal in framing the face and enhancing overall facial harmony.

The popularity of eyebrow makeup is further fueled by the influence of social media, where beauty influencers and makeup artists showcase various brow styles and techniques, encouraging consumers to experiment with different looks. Trends such as the "Instagram brow," characterized by its sharp, defined appearance, and the resurgence of more natural, "boy brows" have garnered widespread attention. These trends highlight the versatility of eyebrow products, which allow users to achieve both polished and undone looks with ease. The global appeal of these trends underscores the importance of eyebrow makeup as a key component of modern beauty routines.

The eyebrow makeup market is also characterized by continuous innovation, with brands consistently introducing new formulations and tools designed to simplify application and enhance results. Products such as eyebrow pomades, known for their ability to create bold, defined brows, and brow powders, favored for their softer, more forgiving finish, have gained significant traction among consumers. Additionally, the rise of multi-functional products, such as kits combining brow powders with wax and highlighters, reflects the increasing demand for convenience and customization in beauty routines. This trend towards product innovation ensures that the eyebrow makeup market remains dynamic and responsive to evolving consumer preferences.

Moreover, the global eyebrow makeup market is driven by the increasing awareness of beauty standards across different cultures and the growing emphasis on personalized beauty. Consumers are increasingly seeking products that allow them to express their unique styles, whether through dramatic arches or more understated looks. This desire for individuality has led to a greater variety of eyebrow products available on the market, catering to different skin tones, hair colors, and brow shapes. As a result, the eyebrow makeup segment continues to expand, attracting a diverse consumer base and contributing to the overall growth of the global beauty industry.

Product Insights

In the eyebrow makeup product market, eyebrow pencils accounted for a revenue share of 35% in 2023. Brow pencils are essential tools for achieving precise eyebrow shaping and filling sparse areas. They are particularly useful for addressing specific gaps, holes, or scars and are perfect for those seeking accuracy when defining the edges of their brows. Eyebrow pencils are versatile, enabling the creation of various looks, such as sleek, defined brows, faux fluffy brows, or even ombré effects. They come in two types: manual sharpening pencils and twist-up versions. Both options are user-friendly, due to their waxy or chalky textures, which allow for easy blending and mistake correction. Fine-tipped pencils are ideal for adding realistic hair-like strokes, while wider or angled tips are better suited for filling in larger areas or crafting a fully sculpted brow look.

The demand for eyebrow wax is expected is expected to grow at a CAGR of 9.8% from 2024 to 2030. Brow wax is a solid, waxy substance designed for shaping and defining eyebrows. Typically, transparent or slightly tinted, it features a thicker consistency. Often made with ingredients such as beeswax or synthetic waxes, brow wax is formulated to keep eyebrow hairs securely in place. It is mainly used to sculpt the brows, ensuring they maintain the desired shape. Brow wax is usually available in a pot or jar and is applied with an angled brow brush or a spoolie brush with firm bristles.

Gender Insights

Based on gender, women segment held a market share of 68% in 2023. Women use eyebrow makeup products to enhance their facial features, frame eyes, and achieve a polished look. Well-groomed brows can significantly improve one's appearance, making them appear more put-together, youthful, and balanced, regardless of whether they are wearing makeup or not. Anastasia Beverly Hills Dipbrow Pomade is a prominent product amongst women, which offers exceptional definition and thickness for eyebrows, providing highly pigmented lines that stay in place. It allows for precise arches and can be brushed for a natural, bushy look, making it versatile for both bold and subtle brow styles.

The demand for eyebrow makeup product among men is expected to grow at a CAGR of 9.2% from 2024 to 2030. Men are increasingly turning to eyebrow makeup as part of their grooming routines to enhance their appearance subtly and maintain a polished look. The trend emphasizes natural-looking enhancements rather than dramatic changes, with a focus on filling in sparse areas and achieving fuller brows without appearing overly made-up. The key trends revolve around normalizing subtle makeup applications and utilizing products that provide invisible maintenance to enhance confidence and self-presentation.

Age Group Insights

The adults (ages 31 - 50 years) segment accounted for a revenue share of about 40% in 2023. Individuals aged 31-50 often use eyebrow makeup products to address common concerns such as eyebrow thinning, which can result from aging, hormonal changes, or other factors. Eyebrow makeup helps by filling in sparse areas, enhancing overall brow shape, and creating a fuller, more defined look. This not only improves appearance but also boosts confidence by restoring a more youthful and polished brow shape.

The demand for eyebrow makeup products among young adults aged between 20 - 30 years is anticipated to grow at a CAGR of 9.5% from 2024 to 2030. This is mainly due to their increasing preference for trends such as natural, low-maintenance brows and Fluffy Brows. This age group values effortlessly stylish looks that enhance their features without extensive grooming routines. Products such as the M2 BEAUTÉ EYEBROW ENHANCER COLOR & CARE and EYEBROW RENEWING SERUM cater to these trends by offering both styling and growth benefits, helping to achieve well-groomed, full brows with minimal effort. As young adults seek to balance convenience with modern aesthetics, eyebrow makeup products that provide natural, yet defined results will continue to gain popularity.

Distribution Channel Insights

The hypermarkets & supermarkets segment accounted for a revenue share of 33% in 2023. Hypermarkets and supermarkets have extensive reach and convenience, offering a wide variety of products in one location. These retail environments attract a diverse customer base looking for both everyday essentials and specialized beauty items, including eyebrow makeup. The ability to browse a broad selection of brands and formulations, coupled with competitive pricing and promotions, makes these stores an appealing choice for consumers.

The online sales segment is anticipated to grow at a CAGR of 11.0% from 2024 to 2030. Consumers are drawn to the extensive range of products available online, along with the ability to read reviews, compare prices, and benefit from personalized recommendations. The rise of beauty influencers and tutorials on social media further fuels online interest, providing potential buyers with detailed product insights and application tips. Additionally, the growth of direct-to-consumer brands and subscription services offers exclusive products and convenient delivery options, enhancing the appeal of online shopping for eyebrow makeup.

Regional Insights

The market for eyebrow makeup products in North America accounted for a market share of around 27% in 2023 in the global market. The industry here is highly significant due to the dynamic shifts in consumer behavior and retail strategies. As traditional distribution models give way to more consumer-centric approaches, brands are increasingly focusing on meeting the evolving preferences of North American consumers who demand convenience and personalized experiences. The rise of online shopping, driven by the desire for broader product selection and accessible information, has reshaped how brands engage with their audience, favoring the growth of the market.

U.S. Eyebrow Makeup Product Market Trends:

The eyebrow makeup product market in the U.S. accounted for market share of around 80% in 2023 in the North American market. The industry here is highly relevant as consumers increasingly seek personalized and trend-driven beauty solutions. The market is shifting away from traditional, heavily contoured looks towards more natural, versatile eyebrow styles, reflecting a broader movement towards authenticity and individuality. Independent brands, with their agility and focus on inclusivity, are capturing consumer attention by offering innovative products and quick turnarounds that align with the latest beauty trends. These niche brands cater to a diverse range of needs and preferences, driving growth and keeping the market dynamic. As consumers demand safer, more natural ingredients and more authentic representation, the U.S. eyebrow makeup sector continues to evolve, embracing these changes and maintaining its significance in the beauty industry.

Asia Pacific Eyebrow Makeup Product Market Trends

The Asia Pacific eyebrow makeup product market is anticipated to grow at a CAGR of 8.9% from 2024 to 2030. Demand here is set to rise as consumers increasingly seek premium, culturally resonant beauty solutions amidst a rapidly evolving market landscape. As Asian beauty brands innovate and adapt to local preferences, they are blending traditional practices with modern aesthetics, capturing the attention of a sophisticated and discerning consumer base. The region's growing disposable income and interest in both luxury and accessible beauty products are driving demand. With consumers rediscovering and valuing their cultural heritage, coupled with a surge in spending among younger demographics, the eyebrow makeup market in Asia Pacific is poised for significant growth.

Europe Eyebrow Makeup Product Market Trends

The Europe eyebrow makeup market accounted for market share of around 20% of the global revenue in 2023. Innovations in product formulations and the availability of a wide range of shades catering to diverse hair colors and skin tones further boost market growth. Major countries contributing to this trend include the UK, France, Germany, and Italy, where strong beauty culture, high disposable income, and a growing influence of social media and beauty influencers drive consumer interest and spending in eyebrow makeup products.

Key Eyebrow Makeup Product Company Insights

The market is fragmented. Market players are intensifying competition in the eyebrow makeup sector by rapidly innovating with new product formulations and packaging, emphasizing trends such as natural and fluffy brows. They are also leveraging influencer partnerships and digital marketing to engage with younger consumers, while expanding their offerings to include more diverse and inclusive shades.

Recent Developments

• 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. NuNorm's launch is focusing on empowering men in their skincare journey.

• In January 2024, Anastasia Beverly Hills launched its Brow Freeze Gel. It is a stick formulation designed to laminate and hold brows in place all day. Ideal for achieving a laminated look, it offers ease of use compared to the original pot version.

• In October 2023, iMethod Beauty launched its Brow Art Eyebrow Pencil. The product features a dual-ended design with a three-pronged pencil for precise, hair-like strokes and a water-based eyebrow pen for a fuller, defined look. Its innovative design caters to various brow trends, including the popular feathered and fluffy looks.  

Eyebrow Makeup Product Market Report Scope

Global Eyebrow Makeup Product Market Report Segmentation

This report forecasts revenue growth at the global, regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the eyebrow makeup product market report on the basis of product, gender, age group, distribution channel, and region.

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Pencil

  • Gel

  • Powder

  • Pomade

  • Wax

• Gender Outlook (Revenue, USD Million, 2018 - 2030)

  • Men

  • Women

• Age Group Outlook (Revenue, USD Million, 2018 - 2030)

  • Teenagers (13-19 Years)

  • Young Adults (20-30 Years)

  • Adults (31-50 Years)

  • Mature Adults (51 Years & Above)

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Hypermarkets & Supermarkets

  • Specialty Stores

  • Pharmacies & Drugstores

  • Online

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

  • Central & South America

    • Brazil

    • Argentina

  • Middle East & Africa

    • South Africa

    • Saudi Arabia