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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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.