Waterproof Makeup Market - By Product (Face Products, Eye Products, Lip Products and Other), By Form (Liquid, Cream, Gel, Stick, Powder), By Price, By Age Group, By End Use, By Distribution Channel, Forecast 2024 – 2032

Waterproof Makeup Market Size

Waterproof Makeup Market size was valued at USD 15.5 billion in 2023 and is anticipated to register a CAGR of 6.21% between 2024 and 2032, and it is expected to reach USD 26.6 billion by 2032. The market has grown significantly in recent years due to the rising demand for long-lasting and smudge-proof beauty solutions.
 

Consumers want makeup that can withstand humidity, rain, and sweat. The market now offers a variety of waterproof products, including foundations, mascaras, eyeliners, and lipsticks. Social media and beauty influencers have also boosted the popularity of waterproof makeup by featuring these products in tutorials and reviews, showing their effectiveness and durability.
 

Additionally, the trend towards active lifestyles and outdoor activities has increased the demand for waterproof makeup. Consumers need products that can last through workouts, swimming, or long workdays. Advances in formulation technology have allowed manufacturers to create waterproof makeup that stays in place and provides skin benefits like hydration and sun protection. According to the Personal Care Products Council, the market is expected to keep growing, with new products meeting the changing needs of beauty-conscious consumers. The Council reports that waterproof makeup sales have increased by 15% annually over the past three years.
 

One of the challenges in the market is the higher production costs. As developing waterproof makeup products requires special ingredients and advanced techniques, which increase production costs. As a result, these products are often priced higher, making them less accessible to a broader consumer base. According to the Personal Care Products Council (PCPC), the cost of specialized ingredients can raise production costs by up to 25%. Some waterproof makeup products contain ingredients that can irritate the skin or cause allergic reactions, especially with frequent use. This makes it challenging for manufacturers to create products that are both effective and gentle. The American Academy of Dermatology (AAD) reports that about 10% of consumers experience skin reactions to cosmetic products.
 

Waterproof Makeup Market Trends

One prominent trend is the increasing demand for multifunctional products. Consumers now want waterproof makeup that lasts long and offers benefits like sun protection, anti-aging effects, and skin hydration. This demand has led manufacturers to create products that combine makeup and skincare. As a result, the market has more products that use waterproofing technology with nourishing ingredients, appealing to consumers who value both beauty and wellness.
 

Another important trend is the focus on sustainability and clean beauty. Consumers are becoming more aware of the environmental impact of their purchases, leading to a higher demand for eco-friendly and cruelty-free waterproof makeup. Brands are responding by making products without harmful chemicals, using biodegradable packaging, and following ethical production practices. This shift towards sustainable and clean beauty is attracting environmentally conscious consumers and pushing established brands to adopt more responsible practices, driving a broader change in the industry. According to the Personal Care Products Council, the demand for multifunctional and sustainable products has significantly increased in recent years, validating these trends in the market.
 

Consumers' preferences for waterproof makeup are primarily driven by the product's effectiveness in resisting water, sweat, and humidity, with a focus on longevity and high performance. Established brands like L'Oréal, Maybelline, and MAC are favored due to their reputation for reliability. Increasingly, consumers are also concerned with ingredient safety, opting for hypoallergenic and dermatologist-tested options. Lifestyle factors, such as frequent exercise or living in humid climates, influence the demand for waterproof makeup, as do social influences like positive reviews and influencer endorsements.
 

Seasonal trends, particularly during summer or events like weddings, further drive purchases. Price sensitivity plays a role, with consumers seeking value for money but willing to invest in high-performing products. Online shopping is popular due to its convenience and the ability to compare options, although many still prefer in-store purchases for product testing. Concerns about the ease of removal and the environmental impact of packaging are also important to consumers. As the market evolves, innovations in formulation and the trend toward personalized beauty solutions continue to attract consumers seeking enhanced performance and tailored products.
 

Waterproof Makeup Market Analysis

Based on product, the market is segmented into face products, eye products, lip products and other. The face products segment which includes foundation, concealer, and other products such as skin tint, blush, etc., dominated the market in 2023, generating a revenue exceeding USD 5.6 billion, and is expected to reach USD 10.1 billion by 2032. Face products are experiencing substantial growth in the waterproof makeup market due to the increasing consumer demand for flawless, long-lasting coverage that can withstand various environmental challenges.
 

Products such as waterproof foundations, concealers, and setting sprays are becoming more popular as consumers seek solutions that maintain their makeup throughout the day, regardless of humidity, heat, or perspiration. The desire for a smooth, even complexion that remains intact during busy schedules, outdoor activities, or special events has driven the adoption of waterproof face products, making them a staple in many beauty routines.
 

Based on form, the waterproof makeup market is classified into Liquid, Cream, Gel, Stick, Powder. Liquid dominated the market in 2023, with revenue exceeding USD 7 billion, and is expected to reach USD 12.6 billion by 2032. Liquid makeup is leading the beauty market because it is versatile and easy to apply. Products like foundations, concealers, and eyeliners blend smoothly and offer buildable coverage, letting users achieve anything from a natural look to full coverage.
 

These products work well with different skin types and preferences, and modern formulas often include hydrating ingredients and skincare benefits, making them very appealing. Advances in liquid makeup technology have created long-lasting, lightweight formulas that fit minimalist trends and provide natural finishes. Additionally, professional makeup artists endorse liquid makeup, which further boosts its popularity by showing its effectiveness and ease of use.
 

The North American waterproof makeup market is driven by several key factors. Consumer demand for new and improved products leads to the creation of items with unique features, such as long-lasting wear and multiple benefits. The growing interest in beauty and personal care, boosted by social media and influencer endorsements, increases the demand for various makeup options. Personalization is also a big trend, with consumers looking for custom shades and formulations that meet their specific needs. Technological advancements, including better product formulations, eco-friendly packaging, and digital tools for virtual try-ons, improve the consumer experience and make purchasing easier.
 

North America: The U.S. dominated the North America market with revenue of around USD 2 billion in 2023 and with a CAGR of 7.2% for the forecast period of 2024 to 2032. The U.S. waterproof makeup product market is growing quickly due to changing consumer preferences and lifestyles. One main reason is the rising demand for makeup that can handle different weather conditions like humidity, rain, and long wear during busy days. Consumers in the U.S., especially those in areas with varied climates, want products that are both durable and convenient, boosting the popularity of waterproof makeup.
 

Social media and beauty influencers in the U.S. also play a big role in this growth by highlighting the benefits of waterproof makeup and showing how it keeps a flawless look in different situations. According to the Personal Care Products Council, the demand for long-lasting and durable makeup products has increased by 15% over the past year, further validating this trend.
 

Europe: France led the Europe waterproof makeup products market with revenue of around USD 0.6 billion in 2023 and is growing at a CAGR of 6.7% for the forecast period of 2024 to 2032. The waterproof makeup product market in Germany is experiencing notable growth, driven by a combination of cultural preferences and a strong emphasis on quality and innovation. German consumers, known for their appreciation of high-quality and effective products, are increasingly turning to waterproof makeup for its long-lasting and reliable performance.
 

The demand for these products is particularly high in urban areas, where the fast-paced lifestyle necessitates makeup that can withstand long hours, variable weather conditions, and a variety of activities. This shift towards waterproof makeup aligns with the broader trend in Germany of prioritizing products that deliver both functionality and durability, making it a growing segment in the beauty industry.
 

Asia Pacific: China spearheaded the Asia Pacific waterproof makeup market with revenue of around USD 1.4 billion in 2023 and is growing at a CAGR of 7.4% for the forecast period of 2024 to 2032. China's waterproof makeup product market is growing quickly due to changing beauty standards and more selective consumers. As urbanization increases and city lifestyles become busier, Chinese consumers prefer makeup that lasts long and performs well. This is especially true for waterproof products like foundations and eyeliners, which help maintain a flawless look despite humidity and pollution.
 

Social media platforms such as WeChat, Douyin (TikTok), and Xiaohongshu (Little Red Book) are boosting this demand. Beauty influencers and Key Opinion Leaders (KOLs) on these platforms often show the benefits of waterproof makeup, making it a staple in many Chinese consumers' routines. According to the China Association of Fragrance Flavor and Cosmetic Industries (CAFFCI), the waterproof makeup segment has seen a 15% annual growth rate over the past three years.
 

Waterproof Makeup Market Share

The market is fragmented, with prominent players, such as L'Oréal S. A, The Estée Lauder Companies Inc., Shiseido Company, Limited, Procter & Gamble Co., Revlon, Inc. holding a market share of 40-55%. These companies dominate the market due to their extensive research and development capabilities, strong global distribution networks, and strategic partnerships within the industry.
 

Waterproof Makeup Market Companies

Major players operating in the waterproof makeup products industry include:

• Anastasia Beverly Hills, LLC
• Chanel S.A.
• Christian Dior SE
• Huda Beauty Limited
• Lancôme
• L'Oréal S.A.
• Make Up for Ever S.A.
• NYX Professional Makeup LLC
• Procter & Gamble Co.
• Revlon, Inc.
• Shiseido Company, Limited
• Tarte, Inc.
• The Estée Lauder Companies Inc.
• Too Faced Cosmetics, LLC
• Urban Decay Cosmetics, LLC
   

Waterproof Makeup Products Industry News

• In February 2023, 2023, Urban Decay released their All Nighter Waterproof Setting Powder, expanding their popular All Nighter line of long-lasting makeup products. This setting powder was marketed as sweat and waterproof, designed to lock makeup in place for up to 11 hours.
   
• In May 2022, L'Oréal's brand Maybelline New York launched the Colossal Curl Bounce Waterproof Mascara, expanding their waterproof makeup offerings. The product was marketed as providing 24-hour wear and curl retention, even in humid conditions.
   
• In March 2021, Estée Lauder's MAC Cosmetics introduced the MAC Stack Mascara in both regular and waterproof formulas. The waterproof version was designed to provide buildable volume while resisting water, sweat, and humidity.
   

The waterproof makeup market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) and volume (Million Units) from 2018 to 2032, for the following segments:

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Market, By Product Type

• Face products
  • Foundation
  • Concealer
  • Others (blush, skin tint, etc.) 
• Eye Products
  • Mascara
  • Eyeliner
  • Others (brow gel, eyeshadow etc.)
• Lip Products
  • Lipstick
  • Gloss
  • Others (lip liner, etc.)
  • Others (primers, setting spray)

Market, By Form

• Liquid
• Cream
• Gel
• Stick
• Powder

Market, By Price

• Low
• Medium
• High

Market, By Age Group

• Below 18 years
• 18-25 Years
• 25-45 years
• Above 45 years

Market, By End Use

• Individual
• Commercial
  • Beauty salons, Spas
  • Fashion industry
  • Film and theater industry

Market, By Distribution Channel

• Online
  • E-commerce
  • Company websites 
• Offline
  • Specialty stores
  • Supermarkets & hypermarkets
  • Drugstores, Pharmacies
  • Beauty salons & spas

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada 
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA