WATERPROOF MAKEUP MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024-2031)

Waterproof Makeup Market Size and Trends

The global waterproof makeup market is estimated to be valued at USD 16.67 Bn in 2024 and is expected to reach USD 25.56 Bn by 2031, exhibiting a compound annual growth rate (CAGR) of 6.3% from 2024 to 2031.

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The waterproof makeup market is witnessing high growth driven by the increasing usage of waterproof mascaras, foundations, and eyeliners among both professional makeup artists and customers. The wide availability of waterproof makeup across multiple retail channels along with rising focus on water resistant claims by leading brands is supporting the sales. Moreover, the launch of innovative product ranges targeted for photography, beach occasions, and other outdoor activities is a key trend in the market. Growing popularity of waterproof makeup among all age groups regardless of gender will support healthy market expansion through 2031.

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Insights By Product Type - Face Makeup Dominates the Market with Resilient Coverage Solutions

In terms of product type, the face makeup segment is expected to contribute 35.7% share of the global waterproof makeup market in 2024, owing to the strong demand for products that can stay put during activities. Face makeup products such as foundations, concealers, and powders are designed to provide full coverage and even skin tone without budging or fading, even under the sun, sweat, or water.

Insights By Form - Liquid Segment Leads Due to Its Advantages Over Other Forms

In terms of form, the liquid segment is expected to dominate the market with 54.5% share of the market in 2024, owing to various advantages over other formats. Liquid makeup offers a lightweight, high-coverage, and smooth-blindable formula that glides easily onto skin without caking or settling into fine lines. The runny, fluid textures mimic an invisible, second-skin effect for a natural appearance. Liquids also hold tight for longer durations compared to other forms.

Insights By Distribution Channel - Out-of-Home Experience in Offline Retail Channel Boosts Product Accessibility

In terms of distribution channel, the offline retail segment is expected to dominate the market in 2024, contributing 57.6% share. This can be attributed to the touch-and-feel experience that brick-and-mortar stores provide. Women prefer test driving and assessing the true color payoff, coverage, and wear of waterproof cosmetics in person before purchasing. Department stores and specialty beauty boutiques house a wide assortment of brands and complexion-matched shades for consumers to swatch and sample.

Regional Insights

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Regional Analysis:

Dominating Region: North America

North America is set to dominate the market in 2024 with an estimated 30.6% share, driven by a developed beauty industry, affluent lifestyles, and major brands like MAC, Estée Lauder, and L'Oréal, leveraging innovation and strong marketing.

Fastest-Growing Region: Asia Pacific

Asia Pacific region exhibits the fastest growth riding on the expanding middle-class population with increasing disposable incomes in countries like China, India, and South Korea. The proliferating online beauty market and rise of domestic brands catering to local consumer preferences are also fueling sales.

Waterproof Makeup Market Outlook for Key Countries

The U.S. Waterproof Makeup Market Leads with Innovative Formulas and Strategic Brand Launches

The U.S. waterproof makeup market continues to be a frontrunner driven by aggressive marketing of advanced formulas and luxurious packaging by leading local brands. The demand for waterproof makeup is particularly high during summer and in coastal areas, with products like Palladio Beauty Group LLC's All Nighter Setting Spray being popular choices. Major brands launched innovative waterproof products by Unilever in August 2024 with enhanced skin benefits. Unilever brands including Vaseline, POND'S SKIN INSTITUTE, and Lakmé have all responded quickly to these insights with innovative new products.

China Waterproof Makeup Market Thrives on Innovation and Growing Consumer Demand

China's waterproof makeup market market is booming, fueled by rising disposable incomes, humid climate needs, and beauty trends. Both global giants like L’Oréal and domestic players like Perfect Diary and Proya are driving growth through innovative, water-resistant offerings. The China Beauty Expo held in June 2024 in Shanghai showcased over 10,000 brands and 70,000 products, highlighting the market's vast potential.

Japan Leads in Long-Wearing Makeup Innovations Amid Rising Waterproof Makeup Demand

Japan excels in long-wearing makeup technologies, driven by demand for products suited to humid weather and long workdays. For instance, according to the Ministry of Economy, Trade and Industry (METI), the US$ 35 billion cosmetics market (2019) is the world's third-largest, home to 3,000 companies including Shiseido, Kao, and Kosé. Social media and influencers fuel trends, with waterproof makeup gaining popularity. U.S. brands hold third place among importers, competing with France, South Korea, and regional players like Thailand and China.

Canada's Waterproof Makeup Market Grows with Focus on Sustainability and Innovation

In Canada, the waterproof makeup market is expanding due to a developed beauty and cosmetics industry and the presence of major brands. The market benefits from a prosperous lifestyle and effective marketing strategies employed by industry giants. However, specific market share data for Canada is limited. Canadian brands, such as Graydon Skincare Birch Babe, are promoting waterproof makeup lines that emphasize sustainability and ethical sourcing.

Market Concentration and Competitive Landscape

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Top Strategies Followed by Global Waterproof Makeup Market Players

• Established Players: Leading companies heavily invest in research and development to continuously innovate and roll out high-performance waterproof makeup products. For instance, L'Oreal Group spends about 5% of its annual sales on R&D to develop long-lasting and water-resistant formulas. Estee Lauder invests over US$ 150 million annually in R&D of advanced formulations.
• Mid-Level Players: Mid-sized companies focus on delivering quality products at affordable price points to target cost-conscious consumers. For example, NYX Cosmetics offers a wide range of decently priced waterproof eyeliners, lipsticks, and mascaras. e.l.f. Cosmetics has a complete range of waterproof makeup essentials priced below US$ 10 each.
• Small-Scale Players: Emerging brands cater to specific consumer segments through unique product attributes. For instance, Anthropic specializes in waterproof concealers for people with hyperpigmentation issues. RMS Beauty focuses on clean makeup formulas safe for sensitive skin types.

Emerging Startups in the Global Waterproof Makeup Market

Innovative Technologies: Startups like Anthropic are developing AI-powered virtual try-on tools to help users test waterproof shades digitally. ModiFace applies augmented reality to showcase how makeup looks in different lightings and angles.

Sustainable Solutions: Brands like Ethique focus on solid shampoo and conditioner bars made from sustainable, vegan and plastic-free formulas. Nuxere uses bio-based rèsins as an eco-friendly alternative to oil in waterproof cosmetics. Ilia Beauty creates compostable packaging and mineral-based makeup.

Market Contribution: Startups are entering niche segments overlooked by major players. For example, Glossier tapped into the demand for natural, skin-first waterproof makeup solutions suitable for everyday use.

Waterproof Makeup Industry News

Top Strategies Followed by Global Waterproof Makeup Market Players

• Established Players: Leading companies heavily invest in research and development to continuously innovate and roll out high-performance waterproof makeup products. For instance, L'Oreal Group spends about 5% of its annual sales on R&D to develop long-lasting and water-resistant formulas. Estee Lauder invests over US$ 150 million annually in R&D of advanced formulations.
• Mid-Level Players: Mid-sized companies focus on delivering quality products at affordable price points to target cost-conscious consumers. For example, NYX Cosmetics offers a wide range of decently priced waterproof eyeliners, lipsticks, and mascaras. e.l.f. Cosmetics has a complete range of waterproof makeup essentials priced below US$ 10 each.
• Small-Scale Players: Emerging brands cater to specific consumer segments through unique product attributes. For instance, Anthropic specializes in waterproof concealers for people with hyperpigmentation issues. RMS Beauty focuses on clean makeup formulas safe for sensitive skin types.

Emerging Startups in the Global Waterproof Makeup Market

Innovative Technologies: Startups like Anthropic are developing AI-powered virtual try-on tools to help users test waterproof shades digitally. ModiFace applies augmented reality to showcase how makeup looks in different lightings and angles.

Sustainable Solutions: Brands like Ethique focus on solid shampoo and conditioner bars made from sustainable, vegan and plastic-free formulas. Nuxere uses bio-based rèsins as an eco-friendly alternative to oil in waterproof cosmetics. Ilia Beauty creates compostable packaging and mineral-based makeup.

Market Contribution: Startups are entering niche segments overlooked by major players. For example, Glossier tapped into the demand for natural, skin-first waterproof makeup solutions suitable for everyday use.

Key Takeaways from Analyst

• The market is primarily driven by the increasing popularity of waterproof cosmetic products among women who are actively participating in swimming, water sports, and other outdoor activities. Moreover, the growing preference for long-lasting makeup that does not transfer or smear easily even in humid conditions is boosting the demand for waterproof foundations, eyeliners, mascaras, and lipsticks.
• The North America region, dominates the global waterproof makeup market and the trend is expected to continue. This can be attributed to the hot and humid weather throughout most parts of the region which makes general makeup transfer easily. Furthermore, the expanding middle-class population and their increasing expenditure on luxury beauty products in countries like the U.S. and Canada will accelerate the market growth.
• However, the availability of cheaper counterfeit products posing health hazards such as eye infections could hamper the market potential to a certain extent. Also, strict regulations regarding ingredients and production processes increase the overall cost of waterproof cosmetic goods. Nonetheless, ongoing R&D activities to introduce innovative formulations, improved durability and varied shades catering to different skin tones provide considerable opportunities for leading market players.

Market Report Scope

Market Dynamics

Market Driver - Increasing demand for long-lasting cosmetics

As more and more women are joining the workforce, the demand for cosmetic products that can last all day without fading has increased tremendously. Professional women want makeup that stays on perfectly even after wearing a face mask for long hours at work or if they have back-to-back meetings without time to retouch. Busy lifestyles leave little time for reapplying makeup multiple times a day. Waterproof cosmetics have emerged as a solution for this problem as they offer superior longevity compared to regular makeup formulas. According to the United Nations Comtrade database, global imports of cosmetic and beauty preps grew by 13% from 2020 to 2021, indicating a strong revival in demand post the pandemic disruptions.

Market Challenge - High cost of waterproof makeup products

The high cost of waterproof makeup products poses a major challenge for the growth of this market. Waterproof makeup products require specialized formulation techniques to provide long-lasting protection from water and other external elements. This involves incorporating ingredients such as wax, silicone, and polymer resins into the product formulations. The additional processes and premium quality ingredients drive up the production costs. As a result, waterproof makeup items such as foundations, eye makeup, and lipsticks are often priced significantly higher than their regular counterparts.

Market Opportunity - Growing trend of eco-friendly and organic products

The growing trend towards eco-friendly and organic products presents a major opportunity for this market. Increasing consumer awareness about the ingredients in personal care products and their effects has driven the demand for sustainable offerings. There is a clear consumer shift towards natural and environment-friendly alternatives that are cruelty-free as well as safe for skin. Brands can leverage this preference for green products by launching waterproof collections with natural elements. 

Market Segmentation

•  Product Type Insights (Revenue, USD Bn, 2019 - 2031)
• • Face Makeup
  • Eye Makeup
  • Lip Makeup
  • Others
•  Form Insights (Revenue, USD Bn, 2019 - 2031)
• • Liquid
  • Gels
  • Powder
•  Distribution Channel Insights (Revenue, USD Bn, 2019 - 2031)
• • Offline Retail
  • Online Retail
• Regional Insights (Revenue, USD Bn, 2019 - 2031)
• • 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
  • L'Oréal
  • Estée Lauder Companies
  • Procter & Gamble
  • Coty Inc.
  • Revlon
  • Shiseido Company
  • Mary Kay Inc.
  • Avon Products, Inc.
  • Beiersdorf AG
  • Johnson & Johnson
  • Oriflame Cosmetics
  • Amway
  • Unilever
  • Chanel S.A.
  • Dior (LVMH)