The organic mascara market has grown in recent years in keeping with the trend of growing use of cosmetic products among women and an increasing demand for organic cosmetic products. Organic mascaras are made from naturally derived phytochemicals. Several drivers have facilitated market growth and it is unlikely that the Covid-19 crisis will reverse this trend though it may have a significant impact on various market dynamics.
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The organic mascara market is a highly fragmented market and involves various global, regional and local players. Competitive pricing is hence a key aspect of the market. Most manufacturers have aimed to establish a presence across the various type-based segments, namely liquid (which is the largest segment by a substantial margin), gel and cream.
Some of the important global players in the market include Lotus Herbals Limited, Ecco Bella, Josie Maran Cosmetics, BUXOM Cosmetics, Ulta Beauty, Odylique, Palladio Beauty Group, Au Naturale Cosmetics, Rejuva Minerals, RMS Beauty, Revlon, Green People, Endlessly Beautiful, The Body Shop International, Essential Care (Organics), Skin2Spirit, Inika, Cosmetics, Milk Makeup, Tony & Tina Vibrational Remedies and EVXO Cosmetics.
Product innovation and new launches are key marketing strategy adopted by most manufacturers to expand their market share. A few recent examples in this regard are Inika launching three types of organic mascara, i.e. Bold Lash, Curvy Lash and The Mascara, made entirely from vegan raw materials in 2019 and Endlessly Beautiful launching the new very brown colour in their organic mascaras.
In recent years, waterproof organic mascaras have gained traction in the market. Skin2Spirit, Milk Makup and Palladio Beauty are companies that have recently launched waterproof organic mascaras. Besides this, R&D and increasing production line efficiency has also made the cost of organic mascaras competitive to their chemical-based counterparts.
Gel and cream based organic mascaras have seen the fastest growth in recent years and companies have been keen to capitalise on these market segments. The Body Shop International’s Brow and Lash get is a popular product among consumers in these segments.
Some other key brands available in the market include Burt’s Bees, Beautycounter, Noix De Coco, Physician’s Formula, Pacifica, Naturally Rooter, Petra Organics, Dizao Organics, and various others.
In terms of distribution channel, the offline mode has dominated sales and retail cosmetic stores have seen the largest consumer footfall for organic mascaras. As a result, manufacturers have tied up with retailers to popularise their products. For example, Milk Makeup tied up with Sephora in 2019 for product sales across all the latter’s stores in the US.
At the same time, the online platform has seen substantial growth in recent years and manufacturers have sought to strengthen their online presence. Celebrity endorsements also remain a key marketing strategy for enhancing brand visibility.
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Drivers of the Organic Mascara Market
Increasing awareness about the risks chemicals in cosmetic products pose to health has been the largest driver of the organic mascara market. At the same time, the increasing use of contact lenses by women, especially working professionals, has made them prefer products that are less likely to cause eye irritation
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Impact of Covid-19
The economic crisis caused due to the Covid-19 pandemic is expected to hit the global cosmetic industry as whole. However, increasing health concerns in the aftermath of the pandemic may spur the growth of organic mascaras.
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The North American and European regional segments have dominated the organic mascara market in previous years, which is reflective of their share in the overall cosmetics and mascara market.
The East Asian and South Asian regional segments have meanwhile seen the fastest growth rate on account of the regions’ growing economies. The booming Indian cosmetics market is expected to cause a further surge in the South Asian regional segment in the near future.
Latin America, Oceania and Middle East and Africa are the other key regional segments. Notably, GCC countries in the Middle Eastern segment have recorded substantial market growth in recent years, mainly led by Saudi Arabia, UAE and Qatar.
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Regional analysis includes
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