Eyeliner OEM Manufacturing

Breaking into the Cosmetics Market with Eyeliner Products

The cosmetics market is recognized as one of the continuously growing sectors with a considerably high market share. This has led to an increase in factories specializing in eyeliner production. By targeting the right customer groups and introducing outstanding products to the market, we can achieve significant reach since in Thailand, the market value of cosmetics exceeds 26 billion baht each year. Eye cosmetics alone hold up to 17% of this market share, indicating a consistent consumer demand for new and innovative eye makeup products.

One of the essential cosmetics that enhance the eyes’ appearance is ‘eyeliner,’ a product with a long history dating back to ancient Egypt. It was initially made from ground minerals mixed with oils obtained from animals, or by collecting soot from burning materials to mix with water. Today’s eyeliners are far more hygienic and have numerous additional properties, thanks to the continuous advancements in eyeliner production technology.

Market Share of Eyeliner: Features and Characteristics That Enhance Product Appeal

The popularity of eyeliner is indeed significant within the beauty product market for the eyes, ranking third in preference following face and lip products. In Thailand, as in many parts of Asia, eyeliner is a staple in many makeup routines, especially for those who wish to accentuate smaller or monolid eyes. The variety of eyeliner forms and characteristics that appeal to consumers are as follows:

• Liquid Eyeliner: This is a classic form of eyeliner, known for its fluid texture. Typically packaged in small bottles or tubes with a dip-in brush that resembles a fine paintbrush, liquid eyeliner is often favored for creating sharp, precise winged looks. It can be challenging for makeup beginners due to the steadiness and precision required in its application.
• Pencil Eyeliner: Easier to use than liquid eyeliner, pencil eyeliner comes in a familiar format similar to regular pencils. They can be either the traditional wood-clad kind that needs to be sharpened or the more modern twist-up kind in plastic casings that are ready to use. Pencil eyeliners are softer and glide on easily but might not be the best for very sharp lines like a ‘Cat eye’. They are great for beginners due to their ease of application and control.
• Pen Eyeliner: A development from liquid eyeliner, pen eyeliners have a felt-tip or a marker-like tip, providing the ease of a pencil with the sharp, definitive line of a liquid eyeliner. They are user-friendly and great for achieving precise lines without the potential mess of liquid eyeliner.
• Gel Eyeliner: Available in two main formats – in a pot with a brush or in a pencil form – gel eyeliner offers the ease of a pencil with the bold look of a liquid. Gel eyeliners in pots are often accompanied by an angled brush for sharp lines, and they are popular for creating dramatic eye looks or for tightlining to make the eyes appear larger or more intense.
• Cream Eyeliner: Cream eyeliners have a softer, blendable texture and are suitable for those who want a less defined line but still wish to highlight their eyes. This type of eyeliner helps create a natural and subtle enhancement, making the eyes appear larger in a more understated way compared to gel or liquid liners.

Market Trends of Eyeliners

Eyeliner is one of the eye makeup products that continues to experience growth in the market. With a market share of over 17%, eyeliners are considered to be one of the more interesting cosmetic categories in the beauty industry. Currently, there are various manufacturers that offer OEM (Original Equipment Manufacturer) services for eyeliners, ready to provide production services from manufacturing to product design to meet market demands and the needs of investors interested in this product type. Eyeliner is one product that can incorporate many interesting features, ranging from product attributes like multicolored eyeliners, glitter or diamond dust eyeliners, glow-in-the-dark eyeliners, and eyeliners that change color with temperature, to other characteristics such as long-lasting wear, sweat and water resistance. Additionally, the packaging design can be tailored to align with the brand’s image; for instance, if a brand emphasizes minimalism and simplicity, the packaging can be designed accordingly. Conversely, if a brand emphasizes brightness and fanciness, packaging can also be made to stand out in that regard.

Cosmetics that have been around since ancient times have evolved into easy-to-use, portable makeup that can enhance the eyes anywhere, anytime. Eyeliner remains a key product in the cosmetics industry, with market value growing consistently year over year.

References :

• Elizabeth S. Mitchell, “Inside The Ancient History Of Eyeliner,” The list, August 15, 2022, www.thelist.com/964689/inside-the-ancient-history-of-eyeliner.
• Tiannathiel, “Eyeliner Market Size, Growth, Forecast 2023–2030,” Medium, October 29, 2023, www.medium.com/@tiannathiel2023/eyeliner-market-size-growth-forecast-2023-2030-b1a7a834cf4c.
• Katie Berohn, “These Trending Eyeliner Looks Will Make You Feel Like That Girl,” Who What Wear, September 9, 2022, www.whowhatwear.com/eyeliner-looks.

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