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市场调查报告书
商品编码
1797950
2032 年防水化妆品市场预测:按产品类型、形式、价格分布、分销管道、最终用户和地区进行的全球分析Waterproof Makeup Market Forecasts to 2032 - Global Analysis By Product Type, Form, Price Range, Distribution Channel, End User and By Geography |
根据 Stratistics MRC 的数据,全球防水化妆品市场规模预计在 2025 年将达到 183 亿美元,到 2032 年将达到 303 亿美元,预测期内的复合年增长率为 7.5%。防水化妆品旨在防止在接触水、汗水、湿气和皮脂时晕染、褪色和晕染。这些产品采用长效聚合物、有机硅化合物和疏水剂配製而成,可在皮肤和睫毛上形成持久的薄膜。防水化妆品广泛应用于睫毛膏、眼线笔、粉底和唇部产品,深受追求高效、防晕染美妆解决方案的消费者的青睐,因为它们即使在恶劣的环境条件下也能确保持久妆效和美观度。
对持久、防脱妆化妆品的需求不断增加
现今的消费者,尤其是生活方式活跃的消费者,更注重在各种环境下(包括暴露于潮湿、汗水和水中)都能保持出色持久力的产品。这种需求源自于忙碌的职业生活方式,消费者寻求无需频繁补妆,即使在漫长的工作日也能保持完美妆容的妆容。社群媒体平台进一步加速了这一趋势,美妆达人透过教学和评测展示防水化妆品的功效,帮助这些产品在追求全天候妆效的年轻族群中普及。先进配方技术的融合,使製造商能够开发兼具防水性能和护肤功效的产品,从而打造出吸引当今注重美妆的消费者的多功能解决方案。
製造成本高
生产防水化妆品需要添加特殊蜡、硅酮和聚合物树脂等先进成分,与标准化妆品配方相比,生产成本显着增加。业界数据显示,专用防水成分可使生产成本增加高达 25%。这会导致零售价格上涨,使防水产品的价格远高于传统产品,并可能限制其更广泛的消费者群体。
进军男士美容领域
防水化妆品透过策略性地进入快速发展的男士美容市场,提供了成长机会。越来越多的男性消费者开始使用化妆品,这得益于他们对细緻持久的妆效解决方案的兴趣日益浓厚,这些解决方案可以遮盖瑕疵,并实现肤色均匀。像War Paint男士防水遮瑕膏这样的产品就反映了这一新兴趋势,满足了消费者对低调而有效的化妆品解决方案的需求。随着美容消费领域传统的性别界线逐渐消失,这种人口结构的变化代表着一个尚未开发的市场机会。品牌可以利用这一趋势,开发专门针对男性偏好的防水产品,以获得自然妆效、持久遮瑕的效果,使其能够适应活跃的生活方式和职业环境,从而显着扩大其潜在市场。
更严格的法规和禁用成分
化妆品成分监管收紧可能导致生产成本大幅上涨,而这些成本通常会转嫁给消费者,这可能会影响销售量和市场准入。防水卸妆通常需要专门的卸妆和卸妆油,而这些卸妆液和卸妆油对敏感肌肤可能较为刺激,导致消费者担心其可能对皮肤健康造成刺激和长期影响。此外,日益增强的环保意识也引发了人们对防水化妆品成分及其生态影响的关注,迫使製造商投资永续的替代配方。随着相关部门实施更严格的法规以确保产品安全和真实性,合法製造商也面临额外的合规负担,仿冒品也随之涌入市场,进一步加剧了监管环境的复杂性。
新冠疫情对防水化妆品市场造成了重大衝击,口罩强制令和居家令导致消费者需求下降,从根本上改变了美妆消费模式和消费重点。根据联合国商品贸易统计资料库的数据,全球化妆品进口量在2020年已从疫情中復苏,2020年至2021年间成长了13%。疫情将消费者的注意力从彩妆转向护肤,佩戴口罩减少了全脸遮瑕的需求,尤其对粉底和唇部产品类别造成了衝击。然而,包括防水睫毛膏和眼线笔在内的眼部彩妆类别表现出相对的韧性,因为消费者仍然更倾向于可见的面部特征,而不是佩戴口罩。
睫毛膏市场预计将成为预测期内最大的市场
预计睫毛膏细分市场将在预测期内占据最大市场占有率,这主要得益于消费者对能够经受日常活动和环境考验的眼部美妆产品的基本需求。防水睫毛膏已成为必备化妆品,尤其因其能够保持清晰浓密的睫毛,即使长时间使用也不会晕染或晕染,而备受青睐。该细分市场的主导地位因其多功能性而得到巩固,吸引了广泛的消费者群体,从需要防汗配方的健身爱好者到追求全天候妆效的职业女性。社群媒体影响力人士显着推动了防水睫毛膏的普及,美妆教学定期展示使用前后的显着变化,以彰显产品的功效。
预计预测期内凝胶部分将以最高的复合年增长率成长。
预计凝胶类产品将在预测期内实现最高成长率,这得益于消费者对眉毛产品精准涂抹和持久耐用性的日益增长的偏好。防水凝胶配方,尤其是眼线胶和眉胶,因其卓越的精准度和持久性而备受青睐。追求自然眉妆和精准眼妆的趋势日益增长,显着提升了凝胶类产品的需求,其中 Anastasia Beverly Hills 的 Dipbrow Pomade 等产品引领了市场潮流。凝胶类产品相较于传统的粉状和液体产品,具有独特的优势,包括更强的遮盖力、更顺滑的涂抹体验以及对环境因素的耐受性。产品创新进一步支撑了凝胶类产品的成长,製造商不断开发将防水特性与护肤成分相结合的凝胶配方,以吸引寻求多功能美容解决方案的消费者。
预计亚太地区将在预测期内占据最大的市场占有率,这得益于强劲的经济成长和不断升级的美容标准。韩国和日本的美容趋势显着影响了该地区的市场领导地位,这两个国家对完美持久妆容的重视极大地推动了全部区域防水产品的普及。中国、韩国和日本凭藉其蓬勃发展的美容行业、对先进化妆品技术的强劲消费者需求以及可支配收入的显着增长,在该地区占据了主导地位。该地区大部分地区气候潮湿,对防水化妆品的需求自然增加,而都市化和女性劳动力的参与也将继续推动市场扩张。
预计亚太地区将在预测期内呈现最高的复合年增长率,这得益于新兴经济体迅速扩大的消费群和不断上升的可支配收入。该地区的成长轨迹受到印度和印尼等国显着的市场扩张的支持,这些国家越来越意识到防水化妆品的好处,并且采用了西方美容标准,从而推动了前所未有的需求。电子商务平台的扩张在该地区的成长中发挥关键作用,透过阿里巴巴、亚马逊和 Flipkart 等主要平台,韩国、印度和日本等国的线上美容产品销售强劲。光是在印度,电子商务美容交易额预计到 2024 年就将达到 1,000 亿印度卢比。该地区受益于强大的製造能力、创新的产品开发以及全球美容巨头和新兴国内品牌的战略定位,这些品牌都瞄准注重价格、寻求高端防水化妆品解决方案的消费者。
According to Stratistics MRC, the Global Waterproof Makeup Market is accounted for $18.3 billion in 2025 and is expected to reach $30.3 billion by 2032 growing at a CAGR of 7.5% during the forecast period. Waterproof makeup are cosmetic formulations designed to resist smudging, fading, or removal when exposed to water, sweat, humidity, and sebum. These products incorporate long-wear polymers, silicone-based compounds, and hydrophobic agents that create a durable film on the skin or lashes. Widely used in mascaras, eyeliners, foundations, and lip products, waterproof makeup ensures extended wear and aesthetic integrity in challenging environmental conditions, making it popular among consumers seeking performance-driven, transfer-resistant beauty solutions.
Growing demand for long-wear & transfer-resistant makeup
Modern consumers, particularly those with active lifestyles, prioritize products offering superior durability under various conditions, including humidity, sweat, and water exposure. This demand is amplified by busy professional lifestyles where consumers seek makeup that maintains flawless coverage throughout extended workdays without requiring frequent touch-ups. Social media platforms have further accelerated this trend, with beauty influencers showcasing waterproof makeup effectiveness through tutorials and reviews, driving widespread adoption among younger demographics seeking all-day performance. The integration of advanced formulation technologies has enabled manufacturers to develop products that combine waterproof properties with skincare benefits, creating multifunctional solutions that appeal to modern beauty-conscious consumers.
Higher price points
Manufacturing waterproof cosmetics necessitates incorporating advanced ingredients such as specialized waxes, silicones, and polymer resins, which substantially increase production costs compared to regular makeup formulations. According to industry data, specialized waterproof ingredients can raise production costs by up to 25%. This premium cost translates to higher retail prices, making waterproof products significantly more expensive than their conventional counterparts and potentially limiting accessibility to broader consumer segments.
Expansion into men's grooming
The waterproof makeup presents growth opportunities through strategic expansion into the rapidly evolving men's grooming market, where there's increasing acceptance of cosmetic products among male consumers driven by growing male interest in subtle, durable makeup solutions for concealing blemishes and achieving even skin tone. Products like War Paint for Men's waterproof concealer exemplify this emerging trend, addressing demand for discreet yet effective cosmetic solutions. This demographic shift represents an untapped market opportunity as traditional gender barriers in beauty consumption continue to dissolve. Brands can capitalize on this trend by developing specifically formulated waterproof products tailored to men's preferences for natural-looking, long-lasting coverage that withstands active lifestyles and professional environments, thereby expanding their total addressable market significantly.
Increasing regulatory scrutiny & ingredient bans
Stricter regulations regarding cosmetic ingredients can lead to substantial increases in production costs, which are often transferred to consumers, potentially affecting sales volumes and market accessibility. The removal process of waterproof cosmetics often requires specialized makeup removers or oils that can be harsh on sensitive skin, leading to consumer concerns about potential irritation and long-term skin health impacts. Additionally, growing environmental awareness has led to scrutiny of certain waterproof makeup ingredients and their ecological impact, forcing manufacturers to invest in sustainable formulation alternatives. The presence of counterfeit products in the market further complicates the regulatory landscape, as authorities implement stricter controls to ensure product safety and authenticity, creating additional compliance burdens for legitimate manufacturers.
The COVID-19 pandemic significantly impacted the waterproof makeup market through reduced consumer demand due to mask-wearing mandates and stay-at-home orders, fundamentally altering beauty consumption patterns and priorities. According to the United Nations Comtrade database, global cosmetic imports experienced disruptions during 2020 before recovering with 13% growth from 2020 to 2021. The pandemic shifted consumer focus toward skincare over makeup, as mask-wearing reduced the need for full-face coverage, particularly affecting foundation and lip product segments. However, eye makeup categories, including waterproof mascara and eyeliner, demonstrated relative resilience as consumers maintained emphasis on visible facial features above masks.
The mascara segment is expected to be the largest during the forecast period
The mascara segment is expected to account for the largest market share during the forecast period, driven by fundamental consumer demand for eye enhancement products that withstand daily activities and environmental conditions. Waterproof mascara has become an essential cosmetic staple, particularly valued for its ability to maintain definition and volume without smudging or running throughout extended wear periods. The segment's dominance is reinforced by its versatility across demographics, appealing to consumers ranging from fitness enthusiasts requiring sweat-resistant formulations to professional women seeking all-day performance. Social media influence has significantly boosted waterproof mascara adoption, with beauty tutorials consistently showcasing dramatic before-and-after transformations that highlight product effectiveness.
The gel segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the gel segment is predicted to witness the highest growth rate, driven by increasing consumer preference for precision application and enhanced durability in eye and brow products. Waterproof gel-based formulations, particularly eyeliners and brow gels, are preferred for their superior accuracy and long-lasting performance. The rising trend toward natural-looking, well-defined eyebrows and precise eye makeup has significantly boosted demand for gel products, with items like Anastasia Beverly Hills' Dipbrow Pomade leading market adoption. Gel formulations offer unique benefits, including buildable coverage, smooth application, and resistance to environmental factors that traditional powder or liquid products cannot match. The segment's growth is further supported by product innovation, with manufacturers developing gel formulations that combine waterproof properties with skincare ingredients, appealing to consumers seeking multifunctional beauty solutions.
During the forecast period, the Asia Pacific region is expected to hold the largest market share, driven by robust economic growth and evolving beauty standards. The region's market leadership is reinforced by the significant influence of Korean and Japanese beauty trends, which emphasize flawless, long-lasting makeup application and have significantly boosted waterproof product adoption across the region. China, South Korea, and Japan dominate the regional market due to their thriving beauty industries, strong consumer demand for advanced cosmetic technologies, and substantial disposable income growth. Humid climate conditions prevalent across much of the region create natural demand for waterproof makeup solutions, while urbanization and workforce participation among women continue driving market expansion.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR, supported by rapidly expanding consumer bases and increasing disposable incomes across emerging economies. The region's growth trajectory is powered by significant market expansion in countries like India and Indonesia, where rising awareness of waterproof makeup benefits and Western beauty standards adoption are driving unprecedented demand. E-commerce platform expansion plays a critical role in regional growth, with countries like South Korea, India, and Japan witnessing robust online beauty sales through major platforms including Alibaba, Amazon, and Flipkart. In India alone, e-commerce beauty transactions reached INR 100 billion in 2024. The region benefits from strong manufacturing capabilities, innovative product development, and strategic positioning of both global beauty giants and emerging domestic brands targeting price-conscious consumers seeking premium waterproof cosmetic solutions.
Key players in the market
Some of the key players in Waterproof Makeup Market include L'Oreal S.A., The Estee Lauder Companies Inc., Procter & Gamble Co., Shiseido Company, Limited, Coty Inc., Revlon, Inc., Chanel S.A., LVMH, e.l.f. Cosmetics, Unilever, Amway, Beiersdorf AG, Johnson & Johnson, Kao Corporation, Mary Kay Inc., Avon Products, Inc., Tarte, Inc., KVD Beauty, and Anastasia Beverly Hills.
In July 2021, Coty Inc. announces the relaunch of Kylie Cosmetics with new and improved formulas that are clean and vegan, along with refreshed packaging. Consumers will now be able to shop the brand globally through select brick and mortar retailers and a new Direct-to-Consumer website launching July 15 that offers access to both Kylie's cosmetics and skincare brands for the first time.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.