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Herbal & Organic Mascara Market Size, Trend 2025 | Industry Report

Herbal & Organic Mascara Market Analysis Report By Product, By Distribution Channel, By Region And Segment Forecasts From 2019 To 2025

Report ID: MN17619705  |  Published: May 2020  |  No of Pages: 80
Format: Electronic (PDF)  |  Industry: Consumer Goods  |  Publisher: Grand View Research

Industry Insights

The global herbal & organic mascara market size was valued at USD 109.4 million, in 2018 and is projected to grow at the CAGR of 5.3% over the forecasted period 2019 to 2025. The increasing awareness along with the growing demand for organic & cosmetics is estimated to propel the demand for the product.

In addition, younger adults get more influenced by the beauty influencers through digital media, which in turn is supporting the market growth. Manufacturers use internet platforms bloggers, makeup artists to promote their products. Celebrity endorsements are also considered an important tool to promote beauty products.

U.S. herbal & organic mascara market

The consumer prefers the products with features such as thickening, curling, and lash volume. Thus, the manufacturers focus on developing brushes of mascara that suits these requirements. Thickening and curling mascara offers a thicker appearance over lashes, which attract consumers. Additionally, the companies are launching new products with features such as non-clumping and waterproof benefits. For example, Skin2Spirit offers waterproof organic mascaras. 

Additionally, the people are inclining towards organic & herbal products, due to its health benefits. On the other hand, various chemically enriched cosmetics have side effects on the human body and are not recommended by the health advisors. 

Product Insights

Based on the product, the herbal and organic mascara market is bifurcated into liquid, and gel/creams. In 2018, the liquid mascara segment held the highest market share of over 70% in the overall market. The liquid mascaras are available in water-resistant and water-based products. These products are easy to stick to the lashes and remain for a longer duration. All these key factors are expected to boost the market growth. Additionally, manufacturers focus on developing new products to meet customer needs. For instance, in 2019, Inika introduced mascaras with fully vegan and natural ingredients. 

Gel/Cream-based product is anticipated to grow at the CAGR of around 5.5% during the forecasted period. Increasing demand for natural and organic eyelashes is fostering the demand for gel-based products. Companies are continuously focusing on developing new products in the gel/cream category to meet changing consumer demands. For example, the Body Shop offers a natural brow & lash product to treat the lashes. 

Distribution Channel Insights

In 2018, the offline channel held the largest market share of over 80.0% in the overall market. Offline channel is comprised of convenience stores, supermarkets & hypermarkets and specialty stores. The growing numbers of specialty retail outlets are offering wide range of cosmetic products, which in turn is proliferating growth of the channel. For example, in 2019, Milk Makeup has launched waterproof mascaras which they sell through supermarkets & hypermarkets and Sephora stores.

Global herbal & organic mascara market

The online channel is anticipated to grow at a CAGR of 6.1% from 2019 to 2025. The online channel offers wide range of domestic and international brands through its distribution network. The online retailers’ offers number of discounts, and faster delivery options which is positively contributing to channel growth. 

Regional Insights

In 2018, North America accounted for the largest market share of over 35.0% in the overall market. The increasing demand for color cosmetics and eye makeup products is contributing to the growth of the mascaras. In Canada, and the U.S. the growing awareness regarding herbal & organic mascara owing to its benefits is anticipated to boost the market growth. Moreover, the increasing demand for gel-based mascara is also supporting the market growth.

The Asia Pacific region is estimated to grow at the highest rate of CAGR over the forecasted period. The increasing customer preference towards herbal products especially in countries such as India, Malaysia, and China is proliferating market growth. The presences of natural and organic elements in the mascaras are influencing consumers to buy the herbal product.

Impact of COVID-19 Insights

The outbreak of COVID-19 has negatively impacted the global herbal & organic mascara market. The demand for herbal & organic mascara products has decreased owing to nationwide lockdown between March and April 2020 across many countries. The retailers which offer organic and herbal products through their outlets have been hit hard by the lockdown situation.

The supply chain disruption in raw materials required for producing organic & herbal mascara products is hampering the market growth. The beauty products have witnessed a decrease in its demand as the consumer are more influencing towards organic ingredient enriched mascara products. Additionally, the consumers are preferring to buy these products from online platforms such as Amazon, eBay, Nykaa, etc. Thus, the market is projected to grow at steady rate over the forecast period.

Herbal and Organic Mascara Market Share Insights

Leading players include, Lotus Herbals Limited; Ecco Bella; Skin2Spirit; Odylique; Au Naturale, Llc; JOSIE MARAN COSMETICS; RMS Beauty; EVXO Cosmetics; and Endlessly Beautiful.

Major players focus on product innovation to expand their reach and product portfolio across the globe. For instance, in 2017, Endlessely Beautiful has introduced fresh color called Very Brown in their mascara products. 

Report Scope



Base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Million & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America & Middle East & Africa

Country scope

U.S., U.K., Germany, China, India, and Brazil.

Report coverage             

Revenue forecast, company share, competitive landscape, growth factors and trends

15% free customization scope (equivalent to 5 analyst working days)

If you need specific information, which is not currently within the scope of the report, we will provide it to you as a part of customization

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis on the latest industry trends and opportunities in each of the sub-segments from 2015 to 2025. For the purpose of this study, Million Insights has segmented the global herbal & organic mascara market report on the basis of product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2015 - 2025)
    • Liquid
    • Gel/Cream

• Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)
    • Offline
    • Online

• Regional Outlook (Revenue, USD Million, 2015 -2025)
    • North America
        • U.S.
    • Europe
        • Germany
        • U.K.
    • Asia Pacific
        • China
        • India
    • Central & South America
        • Brazil
    • Middle East & Africa (MEA)

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