UNDER EYE SERUM MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2023 - 2030)

Under Eye Serum Market Size and Trends – 2025-2032

The global under eye serum market is estimated to be valued at USD 4.83 Bn in 2025 and is expected to reach USD 11.22 Bn by 2032, exhibiting a compound annual growth rate (CAGR) of 12.8% from 2025 to 2032.

Key Takeaways of the Under Eye Serum Market:

• The creams segment is expected to account for 33.2% of the market share in 2025.
• The retinols segment is expected to hold a 25% share of the market in 2025.
• The supermarkets/hypermarkets segment is expected to hold a 33.4% share of the market in 2025.
• North America is projected to lead the market with a 35% share in 2025, followed by the Asia Pacific region, which is expected to hold a 25.5% share in 2025.

Market Overview:

The demand for under eye serum products is rising significantly due to increasing consumer awareness about the importance of under eye skin care. There is growing adoption of organic and natural under eye serum products among consumers who are more conscious about the ingredients used in personal care products. The global under eye serum market is witnessing notable growth driven by rising concerns over signs of aging such as fine lines, wrinkles, dark circles, and puffiness under the eyes. Manufacturers are focusing on innovation by incorporating novel ingredients, such as hyaluronic acid, caffeine, peptides, and vitamins, in under eye serum formulations to cater to consumer demand. Advanced serum textures are also gaining popularity for their fast-absorbing nature.

Segmental Insights

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Product Type Insights - User Convenience Drives the Dominance of Cream Formulas

In terms of product type, the creams segment is expected to contribute 33.2% share of the market in 2025, owing to their convenient and easy-to-apply formula. Creams absorb quickly into the delicate under eye area without leaving any residue. Their creamy textures feel light and moisturizing on the skin. Many consumers, especially older users, find creams to be the simplest product to use compared to thinner formulas like serums or oils that may require more effort to blend evenly. The creamy formula of under eye creams also provides an instant sensation of hydration that consumers can feel. This immediate feedback reassures users that the product is working to target fine lines, puffiness, and dark circles.

Ingredient Type Insights - Rapid Results Drive Reliance on Retinol-Based Serums

In terms of ingredient type, the retinols segment is expected to contribute 25% share of the market in 2025, owing to its unparalleled anti-aging benefits for the delicate eye area. Retinol, also called vitamin A, is a potent antioxidant that is proven to stimulate collagen production and cell turnover for plumper, firmer-looking skin. The molecule helps reduce the appearance of fine lines, wrinkles, dark circles, and puffiness - issues near the eye area that are often the most bothersome to consumers. Unlike other actives that may require weeks of continuous use to see effects, retinol provides more immediately visible results within the first few applications by improving skin texture and promoting a brighter, tighter appearance.

Distribution Channel Insights - Shopper Convenience Boosts Retail Sales

In terms of distribution channel, the supermarkets/hypermarkets segment is expected to contribute 39.4% share of the market in 2025, due to the high level of shopper convenience they provide. As under eye serums are a frequent repeat purchase item, many consumers prefer to shop for their under-eye care essentials during regular grocery runs or other in-store errands. Supermarkets and hypermarkets allow for one-stop shopping of not only under eye serums but also complementary skin, hair, and household products all under one roof. Their expansive beauty and personal care aisles stock leading national brands of eye serums along with private labels for a wide price point selection.

Regional Insights

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North America Under Eye Serum Market Trends

The North America region is expected to dominate the under eye serum market, securing 35% of the market share by the end of 2025. Meanwhile, North America's strong position in the market can be credited to significant consumer expenditure on personal care and beauty products. Consumers in this region are known for quickly embracing new cosmetic advancements. Additionally, the presence of major brands such as StriVectin has contributed to widespread product visibility and easy accessibility.

Asia Pacific Under Eye Serum Market Trends

Asia Pacific is projected to hold 25.5% of the under eye serum market share by the end of 2025. The Asia Pacific region is expected to exhibit the fastest growth driven by rising disposable incomes, increasing awareness about self-care routines, and growing popularity of Korean and Japanese beauty trends. Developing markets like India and China are emerging as lucrative opportunities for under eye serum brands.

Under Eye Serum Market Outlook for Key Countries

U.S. Under Eye Serum Market Trends

The U.S. is a leading market for under-eye serums, driven by growing awareness about skincare and the increasing prevalence of under-eye issues such as dark circles and puffiness. The market benefited from the rise of social media influencers promoting specialized skincare products. The U.S. Department of Agriculture (USDA) reported a 14% increase in organic personal care product sales in 2019. This data was highlighted in a report published on February 8, 2021, by the USDA's Foreign Agricultural Service.

China Under Eye Serum Market Trends

The China under eye serum market is expanding rapidly, fueled by rising disposable incomes and a growing middle class interested in skincare. The demand for anti-aging products is a significant driver, with consumers increasingly seeking effective solutions for under-eye concerns. The market grew as local brands innovate with natural ingredients to cater to consumer preferences.

Germany Under Eye Serum Market Trends

Germany is a prominent market in Europe for under-eye serums, with a strong focus on sustainability and organic products. The trend towards clean beauty is driving demand, as consumers prefer products free from harmful chemicals. Germany under eye serum market grew due to increasing consumer awareness and government initiatives promoting eco-friendly products.

India Under Eye Serum Market Trends

The under eye serum market in India is witnessing significant growth, driven by the increasing awareness about skincare among consumers. The rise of e-commerce platforms has made these products more accessible. The market is expected to expand as more consumers seek targeted solutions for under-eye issues, supported by the growing influence of beauty influencers.

Brazil Under Eye Serum Market Trends

Brazil is emerging as a key player in the under eye serum market, with a rising demand for skincare products among the younger population. The trend towards natural and organic ingredients is a significant driver, as consumers become more conscious of product formulations. The market grew as local brands such as Nalani Brazilian Coffee Eye Lift Cream launch innovative products tailored to Brazilian consumers' needs.

Market Players, Key Devlopment, and Competitive Intelligence

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Key Developments:

• In June 2022, Perfect Corp. partnered with Estée Lauder to utilize artificial intelligence (AI) and augmented reality (AR) technology for trying on under eye serums virtually. Perfect Corp. is a global leader in providing artificial reality (AR) and artificial intelligence (AI) SaaS solutions to beauty and fashion industries.
• In January 2022, ULTA Beauty partnered with Clarins to expand distribution of its eye care products in the U.S. Ulta Beauty, Inc., formerly known as Ulta Salon, Cosmetics & Fragrance Inc. and before 2000 as Ulta3, is a U.S.-based chain of beauty stores. Clarins is a family-run French multinational cosmetics company, which was founded by Mr. Jacques Courtin-Clarins. In addition to manufacturing and selling cosmetics, skincare and perfume products, the company is also a major player in the spa and well-being sector.
• In October 2021, Unilever acquired Paula's Choice Skincare, expanding its skincare portfolio with anti-aging serums and eye creams. Unilever plc. is a U.K.-based multinational fast-moving consumer goods company It is headquartered in London. Paula's Choice Skincare is a global cosmetics and skincare company founded in 1995 by Ms. Paula Begoun. The company offers a range of products, extensive skincare research, and exclusive online content that empowers consumers to find the best products for their skin.

Top Strategies Followed by Global Under Eye Serum Market Players

• Established Players: Leading companies in the global under eye serum market heavily invest in research and development to continuously innovate and improve their products.
• For example, major brands such as L'Oréal and Estée Lauder allocate over 5% of annual revenues to R&D efforts aimed at developing clinically-proven formulations with active ingredients like caffeine and hyaluronic acid that deliver enhanced anti-aging benefits. This steady innovation allows them to maintain brand loyalty and premium market positioning.
• Mid-Level Players: Medium-sized companies look to provide quality serums at affordable price points in order target cost-conscious consumers. They pursue cost leadership by adopting efficient manufacturing processes, private labeling, or outsourcing production to contract manufacturers. For instance, The Body Shop offers under eye gels made with community-fairly traded plant extracts for under US$ 20. Such affordable options have boosted the popularity of serums in emerging markets.
• Small-Scale Players: Boutique brands focus on specific customer segments left underserved by larger competitors. For example, RMS Beauty has found success catering exclusively to beauty influencers through innovative products tailored to their aesthetic preferences and lifestyle needs. Another startup, Summer Fridays, differentiates by marketing plant-based options to health-conscious millennial shoppers. Such nuanced niche strategies allow small brands to establish credible market presence.

Emerging Startups - Under Eye Serum Industry Ecosystem

• Innovative Technologies: Some startups are developing smart serums integrated with technologies like thermo-responsive powders, light-diffusing micro pigments, or biomimetic polymers that enhance active absorption. For instance, Olly Nutraceuticals uses patented liposomal encapsulation to improve the delivery of high-dose natural ingredients typically unstable in traditional formulations. These innovative solutions could transform serum formulations and treatment outcomes over the long run.

Market Report Scope

Market Dynamics

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Under Eye Serum Market Growth Factors

Rising awareness of skincare and personal grooming

With rapid urbanization and improving economic conditions, there has been considerable changes seen in lifestyles and attitudes of consumers around the world. People now place greater importance on their personal appearance and looks. This has led to increased focus on skincare and grooming. The proliferation of social media platforms like Instagram and Snapchat has further heightened beauty standards. People constantly compare themselves with digitally edited images on these channels which creates insecurity about one's looks. Manufacturers have capitalized on these changing mindsets by launching a plethora of skin care products that promise to deliver flawless and youthful looking skin. Under eye serums, which work to reduce dark circles, puffiness and fine lines around the delicate under eye area, have gained widespread popularity. They substantiate claims of minimized dark circles within a few weeks with regular application. Consumers, especially millennials, are convinced of the benefits of such targeted skincare solutions and are willing to spend on premium products.

Market Challenge - High cost of premium products

One of the major challenges currently faced by the global under eye serum market is the high cost of premium products. While under eye serums are important for addressing skin concerns like dark circles, puffiness and fine lines, many consumers are hesitant to spend a significant amount of money on these specialized skincare products. This is because under eye serums require costly ingredients like caffeine, hyaluronic acid, peptides, vitamins and botanical extracts to show visible anti-aging effects. As a result, premium serums from high-end beauty brands can cost anywhere between US$ 50 to US$ 100 per small bottle. This price point puts the products out of reach for the average consumer with a limited budget for personal care items.

Market Opportunity - Growing popularity of e-commerce in beauty products

One significant opportunity for the global under eye serum market is the growing popularity of e-commerce platforms for purchasing beauty products. Over the past few years, there has been a major rise in the number of consumers opting to shop for skincare, makeup and other cosmetic items online rather than visiting physical stores. This trend has been further accelerated during the pandemic as people stayed indoors more. E-commerce provides enhanced convenience to consumers as they can easily browse a wide selection of products, read reviews, make comparisons, and purchase items without leaving their homes. It also allows beauty brands to promote and sell their under eye serums to a large international audience. With more consumers getting accustomed to shopping for personal care online, e-tailers are expected to emerge as major sales channels for premium serums in the coming years.

Analyst Opinion (Expert Opinion)

• The under eye serum market is expected to see steady growth in the coming years. One of the key drivers for the market is the increasing concern among consumers about signs of aging around the eye area such as fine lines, wrinkles, dark circles, and puffiness. As more people are becoming aware about the benefits of anti-aging cosmetic products, under eye serums providing benefits such as tightening and brightening of the under eye area are gaining traction. Another factor fueling the market is the growing influence of social media and digital platforms which has made people more conscious about their looks and appearance.
• The market also faces restraints from aspects such as availability of cheaper counter alternatives and consumer perception of under eye serums being a unnecessary luxury purchase. Additionally, stringent regulations associated with cosmetic products could increase compliance costs for manufacturers. Meanwhile, Asia Pacific, especially countries like China, South Korea and Japan, offers vast opportunities owing to rising disposable incomes, growing middle class, and their increasing inclination towards youthful looks.
• North America currently dominates the market due to busy lifestyles and high spending on premium beauty products. However, with growing economies and massive young population base, markets in Asia Pacific and Middle East and Africa could emerge as the fastest growing regions over the next decade.

Market Segmentation

•  Product Type Insights (Revenue, USD Bn, 2020 - 2032)
• • Creams
  • Gels
  • Serums
  • Others (Oils, Balms)
•  Ingredient Type Insights (Revenue, USD Bn, 2020 - 2032)
• • Retinols
  • Vitamin C
  • Hyaluronic Acid
  • Caffeine
  • Ceramides
  • Peptides
  • Others (plant extracts, oils)
•  Distribution Channel Insights (Revenue, USD Bn, 2020 - 2032)
• • Supermarkets/Hypermarkets
  • Specialty Stores
  • Online Retail
  • Others (Departmental Stores, Pharmacy)
•  End User Insights (Revenue, USD Bn, 2020 - 2032)
• • Women
  • Men
  • Unisex
•  Skin Type Insights (Revenue, USD Bn, 2020 - 2032)
• • Dry Skin
  • Oily Skin
  • Combination Skin
  • Normal Skin
  • Sensitive Skin
• Regional Insights (Revenue, USD Bn, 2020 - 2032)
• • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East
    • GCC Countries
    • Israel
    • Rest of Middle East
  • Africa
    • South Africa
    • North Africa
    • Central Africa
• Key Players Insights
  • Estee Lauder
  • L'Oreal
  • Shiseido
  • P&G
  • Unilever
  • LVMH
  • Chanel
  • Amorepacific
  • LG Household and Healthcare
  • Kanabo
  • Tatcha
  • Drunk Elephant
  • Olay
  • La Mer
  • Kiehl's
  • Clarins
  • Origins
  • Caudalie
  • Barbara Sturm
  • SkinCeuticals