The waterproof makeup market refers to cosmetic products that are resistant to water and other external elements. Waterproof makeup products including foundations, concealers, eye shadow, eyeliner, mascara and lip products offer all day coverage without fading or smudging due to sweat, tears or water. These products provide superior coverage for swimming, sports, vigorous activities or in humid weather conditions. Waterproof Makeup Market Demand in popularity of water activities, sports and outdoor recreational activities has boosted the demand for long lasting and sweat-proof makeup. Consumers prefer waterproof options to avoid reapplying makeup multiple times a day. Additionally, the availability of these products in various finishes including matte, satin and dewy has increased their appeal. The booming beauty and cosmetics industry coupled with rising disposable incomes in developing nations are supporting market growth.
The Global Waterproof Makeup Market is estimated to be valued at US$ 16.67 Bn in 2024 and is expected to exhibit a CAGR of 6.3% over the forecast period 2024 to 2031.
Key Takeaways
Key players operating in the waterproof makeup market are 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., and Dior (LVMH).
The growing demand for long lasting and sweat-proof makeup that can withstand physical activity, sports, swimming and humid weather conditions is fueling market growth. Consumers preference for makeup with extended wear time is supporting sales of waterproof products.
Waterproof Makeup Market Size and Trends in formulation technologies have enhanced product attributes. Manufacturers are focusing on development of waterproof and transfer-resistant products with lightweight textures, modern shades and comfortable wear. Launch of smudge-proof and humidity resistant ranges suitable for tropical climates is a key trend.
Market Trends
Growing popularity of water sports and outdoor recreational activities: The rising interest in water adventures, swimming, surfing and other water sports has increased demand for long lasting waterproof makeup.
Focus on tropical-friendly and climate resilient ranges: Companies are launching waterproof collections suitable for humid tropical climates to expand geographic footprint.
Market Opportunities
Increasing spending on beauty and personal care products in emerging nations: Rapidly growing economies in Asia Pacific and Latin America represent major opportunities with greater uptake of premium Western brands.
Rising demand for multi-functional and skin care infused cosmetics: Consumers want makeup that offers additional benefits like sun protection, hydration etc. leading to innovative product development.
Impact of COVID-19 on Waterproof Makeup Market Growth
The COVID-19 pandemic has greatly impacted the growth of the global waterproof makeup market. During the initial lockdown phases imposed across various countries worldwide, makeup product sales declined substantially as people work from home and avoid going outside. This led to a major slowdown in the market growth rate during 2020 and early 2021. With relaxation in lockdown restrictions in late 2021 and 2022, as vaccination rates increased globally, the market is witnessing signs of revival. However, the lingering effects of the pandemic continue to impact consumer purchasing patterns. Many consumers are still wary of spending on non-essential beauty products until economic stability returns fully. The market players faced both supply chain disruptions and lower demand during the peak lockdown months. They are now focusing on online sales channels and innovative product launches to revive growth. Sustainable and long-lasting waterproof formulas are gaining more traction in the post-COVID era. The market is expected to get back to its pre-pandemic growth levels by 2023-24, provided the economic recovery strengthens and lockdowns are not reimposed due to new virus variants.
Regions Where Waterproof Makeup Market Value is Concentrated
In terms of value, the waterproof makeup market in North America and Western Europe remains concentrated, collectively accounting for over 50% of the global market revenue as of 2024. This is attributed to higher disposable incomes and greater spending on beauty and cosmetic products among consumers in these regions. These regions have established beauty brands and a higher penetration of advanced waterproof makeup ranges.
Fastest Growing Region in the Waterproof Makeup Market
Asia Pacific region is poised to be the fastest growing region for the global waterproof makeup market between 2024-2031. This is attributed to surging spending power, rapid urbanization, increasing awareness about modern beauty products through digital/social media influences, and aggressive marketing strategies by leading international brands targeting the Asian markets. Moreover, as cosmetic and skin care products gain more mainstream acceptance across Asian countries, specialized waterproof ranges suitable for regional weather conditions are finding more customers. Domestic brands are also working on affordable yet high-quality waterproof makeup formulas catering to the local demand. All these factors will continue fueling the high growth rate of Asia Pacific waterproof makeup market over the forecast period.
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Ravina Pandya, Content Writer, has a strong foothold in the market research industry. She specializes in writing well-researched articles from different industries, including food and beverages, information and technology, healthcare, chemical and materials, etc. (https://www.linkedin.com/in/ravina-pandya-1a3984191)
