Liquid Eyeliner Pen Market Size
According to Deep Market Insights, the global liquid eyeliner pen market size was valued at USD 3.9 billion in 2024 and is projected to grow from USD 4.1 billion in 2025 to USD 5.6 billion by 2030, registering a CAGR of 6.2% during the forecast period (2025–2030). The liquid eyeliner pen market growth is driven by rising demand for precision applicators, the integration of refillable cartridge systems balancing hygiene and sustainability, and increasing adoption of ophthalmologist-tested, microbiome-friendly formulas.
Key Market Insights
- Felt-tip precision pens dominate the global liquid eyeliner pen market, serving both professional artists and everyday consumers seeking control in application.
- Asia-Pacific leads volume growth due to expanding beauty retail and K-beauty influence, while North America represents the largest premium market.
- Innovations in refillable sealed-cartridge eyeliner systems are creating a new hybrid category balancing eco-claims with hygiene assurances.
- Women-specific ergonomic applicators are addressing hand-size fit gaps and improving usability across age groups.
- Direct-to-consumer and e-commerce platforms accelerate sales, supported by AR try-on and micro-tutorial integration.
Market Size and Forecast
- 2024: USD 3.9 billion
- 2030: USD 5.6 billion
- CAGR: 6.2% (2025–2030)
- North America: Largest Market
- Asia-Pacific: Fastest Growing Market
Latest Market Trends
- Sealed refillable cartridge systems: Brands are piloting pens with single-use sealed cartridges to address hygiene concerns while retaining sustainability benefits.
- AR-guided eyeliner tutorials: Integration of micro-AR lessons teaching stroke angles and pressure is positioning eyeliner pens as both product and skill tool.
- Ophthalmologist-tested “eye-safe” claims: Growing focus on ocular health and microbiome-safe formulations is shaping premium positioning in the market.
Liquid Eyeliner Pen Market Drivers
- Rising consumer prioritization of eye-safety: Clinical research linking ocular irritation with cosmetic use is driving demand for ophthalmologist-tested formulas and sealed applicator designs.
- Sustainability + subscription bundling: Cartridge-based refill systems paired with DTC subscriptions are boosting consumer loyalty and creating predictable revenue streams.
- Women-first applicator ergonomics: Pens designed with lighter bodies, narrower grips, and anti-slip coatings improve accessibility, particularly among younger and older demographics.
Market Restraints
- Hygiene concerns with refillable reservoirs: Multi-use refill systems risk microbial contamination, creating consumer hesitation and potential regulatory pushback.
- Retail complexity of refill logistics: Managing hardware + refill SKU economics remains difficult, especially for smaller brands without robust distribution networks.
- Formula stability in mini-cartridges: Ensuring pigment dispersion and preservative balance over extended shelf life is a key technical barrier limiting the adoption of cartridge innovations.
Liquid Eyeliner Pen Market Opportunities
- Premium cartridge kits with hygiene certification: Launching sealed 8–12 week micro-cartridges with microbial safety labeling creates trust and justifies premium pricing.
- AR-driven personalization: Bundling pens with AR try-on and undertone-aware shade recommendations improves conversion and reduces return rates.
- Professional-grade subscription packs: Offering bulk cartridge refills targeted at makeup artists expands B2B demand and stabilizes recurring revenue streams.
Segmental Insights
- By Type: Felt-tip pens dominate, while ultra-fine calligraphy nibs and hybrid brush tips are gaining traction. Cartridge-based pens represent an emerging niche.
- By End-User: The women’s segment drives overall demand, but gender-neutral marketing and professional MUA adoption are rising.
- By Distribution Channel: E-commerce is the fastest-growing channel, supported by AR shade try-on, while specialty beauty retailers remain critical for trial and premium positioning.
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Regional Insights
- North America: Largest market, driven by high penetration of premium brands and strong ophthalmology-backed marketing.
- Europe: Widespread adoption of clean-beauty and sustainability standards is shaping refillable eyeliner product acceptance.
- Asia-Pacific: Fastest-growing region, led by China, South Korea, and Japan, where precision makeup trends and K-beauty influence dominate.
- Latin America: Brazil and Mexico represent expanding opportunities, supported by influencer-driven beauty adoption.
- Middle East & Africa: Markets such as the UAE and South Africa are experiencing rising demand for long-lasting, sweat- and humidity-resistant eyeliner pens.
| North America | Europe | APAC | Middle East and Africa | LATAM |
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Note: The above countries are part of our standard off-the-shelf report, we can add countries of your interest
Regional Growth Insights Download Free Sample
Leading Companies in the Liquid Eyeliner Pen Industry
- L’Oréal S.A.
- Shiseido Company, Limited
- Estée Lauder Companies Inc.
- Kao Corporation
- Revlon Inc.
- Kose Corporation
- Amorepacific Corporation
- Unilever (Hourglass, Kate Tokyo)
- LG Household & Health Care
- Coty Inc.
Latest Developments
- February 2025: Shiseido launched a sealed cartridge eyeliner system under its Maquillage line, targeting eco-conscious consumers with hygiene guarantees.
- March 2025: L’Oréal introduced AR-integrated eyeliner tutorials on its DTC platform, enhancing consumer education and boosting conversion rates.
- May 2025: Amorepacific rolled out microbiome-friendly eyeliner formulations certified by ophthalmologists for sensitive-eye consumers in South Korea and Japan.
Frequently Asked Questions
How big is the liquid eyeliner pen market?
According to Deep Market Insights, the global liquid eyeliner pen market size was valued at USD 3.9 billion in 2024 and is projected to reach USD 5.6 billion by 2030, expanding at a CAGR of 6.2% during 2025–2030.
What are the key opportunities in the liquid eyeliner pen market?
Premium cartridge kits with hygiene certification, AR-driven personalization, and professional-grade subscription packs are the key opportunities in the market.
Who are the leading players in the market?
L’Oréal S.A., Shiseido Company, Limited, Estée Lauder Companies Inc., Kao Corporation, Revlon Inc., Kose Corporation, Amorepacific Corporation, Unilever (Hourglass, Kate Tokyo), LG Household & Health Care, and Coty Inc. are the leading players.
What are the factors driving the growth of the market?
Rising demand for precision applicators, integration of refillable cartridge systems, and ophthalmologist-tested microbiome-friendly formulas are the main growth drivers.
Which are the various segmentations that the liquid eyeliner pen marketreport covers?
Which are the various segmentations that the market report covers?