Japan Eyeliner Market Size, Share, and COVID-19 Impact Analysis, By Product Type (Powder, Wax, Kohl, Liquid, and Pen), By Application (Daily Makeup and Special Occasion Makeup), and Japan Eyeliner Market Insights, Industry Trend, Forecasts to 2035

Japan Eyeliner Market Insights Forecasts to 2035

• The Japan Eyeliner Market Size Was Estimated at USD 298 Billion in 2024
• The Market Size is Expected to Grow at a CAGR of Around 4.31 % from 2025 to 2035
• The Japan Eyeliner Market Size is Expected to Reach USD 474 Billion by 2035

According to a research report published by Spherical Insights & Consulting, The Japan Eyeliner Market Size is anticipated to reach USD 474 billion by 2035, growing at a CAGR of 4.31 % from 2025 to 2035. The eyeliner market in Japan is driven by various factors, including growing demand for eye makeup products, increasing awareness of cosmetic ingredients, and a rise in e-commerce sales for cosmetics.

Market Overview

Eyeliner is a cosmetic substance used around the contours of the eyes to define and accentuate the form. The Japan eyeliner market refers to the production, distribution, and sale of eyeliner products. Eyeliners come in various forms, such as powder, wax, kohl, liquid, and pen. People frequently use these items to improve their eye makeup, which adds to the overall attractiveness of the look. The increased demand for eye cosmetics, particularly among women in cities like Tokyo, is driving growth in the Japanese eyeliner market. Approximately 63% of Japanese women purchase eye makeup daily, and younger customers are experimenting with different eyeliner looks inspired by social media and fashion. By launching smart eyeliners with skincare advantages and long-lasting, water-resistant formulations, well-known companies like Shiseido and Kanebo are spearheading innovation. This emphasis on multipurpose goods is expanding the market, bolstering already-existing businesses, and drawing in new rivals. The rising demand for eco-friendly beauty products is a key trend in this market. Growing consumer interest in cruelty-free, natural, and sustainable eyeliners offers manufacturers an exceptional opportunity to satisfy niche market demand and appeal to eco-conscious consumers.

Report Coverage

This research report categorizes the market for the Japan eyeliner market based on various segments and regions, and forecasts revenue growth and analyzes trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Japan eyeliner market. Recent market developments and competitive strategies, such as expansion, product launch, development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Japan eyeliner market.

Driving Factors

Social media is a major factor driving the growth of the eyeliner market because of the pervasive usage of Instagram and TikTok, and this is influencing consumer preferences and increasing product demand. Multipurpose, long-lasting product improvements are driving the demand for eyeliner due to changing cosmetic standards. Growing consumer desire for eco-friendly, chemical-free, and organic eyeliners is propelling product development and bolstering market expansion. Additionally, Japan's eyeliner industry is expanding owing to rising online cosmetic sales, which are being driven by consumer desire for convenience, variety, and availability of high-end items.

Restraining Factors

Strict safety and formulation laws restrict the launch of novel goods and raise production costs, which further limit the market expansion. Additionally, the rising price of raw materials such as pigments and packaging components led to reduced profit margins, which limit the market expansion.

Market Segmentation

The Japan eyeliner market share is classified into product type and application.   

• The liquid segment held the dominant share of the market in 2024 and is expected to grow at a rapid CAGR during the forecast period.    

The Japan eyeliner market is segmented by product type into powder, wax, kohl, liquid, and pen. Among these, the liquid segment held the dominant share of the market in 2024 and is expected to grow at a rapid CAGR during the forecast period. This segmental growth is attributed to its precision and ease of application. Additionally, its popularity has been further boosted by the emergence of beauty influencers who demonstrate techniques for applying liquid eyeliner.

• The daily makeup segment held the highest share in 2024 and is expected to grow at a significant CAGR during the forecast period.  

The Japan eyeliner market is segmented by application into daily makeup and special occasion makeup. Among these, the daily makeup segment held the highest share in 2024 and is expected to grow at a significant CAGR during the forecast period. This is due to the growing emphasis on personal hygiene, and the impact of remote work cultures that have fueled the ongoing need for everyday cosmetic products. Additionally, the ease of virtual consultations and online training has also prompted customers to try out new styles, resulting in increased daily sales of beauty products.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Japan eyeliner market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborative analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Kao
• Kiss Me
• Shiseido
• Miyuki
• DHC
• Canmake
• L'Oréal
• Maybelline
• BeautyMaker
• Peripera
• Estee Lauder
• Others

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Market Segment

This study forecasts revenue at the Japan, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the Japan eyeliner market based on the below-mentioned segments:

Japan Eyeliner Market, By Product Type

• Powder
• Wax
• Kohl
• Liquid
• Pen

Japan Eyeliner Market, By Application

• Daily Makeup
• Special Occasion Makeup