Beauty categories Makeup and colour cosmetics
Eye Makeup in China: How Digitalization Drives the Market
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How Digitalization is Changing the Eye Make-up Market in China
The eye make-up market in China has gone through a major shift. Brands and consumers both moved online fast. Social media platforms now drive discovery, education, and purchase in one loop.
Chinese consumers can now buy products, watch tutorials, read reviews, and get personalized advice without leaving their phone. The eye makeup segment is growing fast.
Eye Make-up Market Growth in China
China is the world’s second-largest beauty market. The eye makeup segment is forecast to maintain an average annual growth rate of close to 8% through 2026, driven by younger urban consumers and short-video and live-stream platforms.
During the 618 Tmall Shopping Festival, eye make-up has repeatedly posted +100% growth spikes. Premium eye products, especially mascara and eye shadow palettes, continue to outperform base makeup.
What is Driving Eye Makeup Sales in China?
- Social media and marketplaces (Tmall, XHS, Douyin) drive the full purchase journey.
- Mask-wearing habit from 2020-2022 left a lasting change: Chinese women invest more in eye products.
- Multi-functional products dominate: eye primers with SPF, mascaras with lash-strengthening serums.
- Virtual try-on is now standard on Tmall, XHS, and most brand apps. Brands with this feature convert better.
- More than half of Chinese consumers aged 20-30 say their eye makeup skills are limited. Easy-to-use products win.
- Live commerce on Douyin and Taobao Live is the most effective format for eye makeup.
