The Latin America, Middle East and Africa Mascara Market would witness market growth of 9.8% CAGR during the forecast period (2024-2031). In the year 2027, the LAMEA market's volume is expected to surge to 53.08 Million Units (6-12ML), showcasing a growth of 11.6% (2024-2031).
Lengthening mascaras constitute a prominent segment within the mascara market, appealing to consumers desiring elongated lashes with enhanced definition. These formulations are crafted with ingredients and brush designs that specifically target length extension, aiming to visibly stretch each lash from root to tip. Key characteristics often include lightweight formulas that provide a natural yet noticeable lengthening effect without clumping or weighing down lashes. Therefore, the Brazil market consumed 4.05 Million Units (6-12ML) of Mascare in 2023.
The Brazil market dominated the LAMEA Mascara Market by Country in 2023, and would continue to be a dominant market till 2031; thereby, achieving a market value of $227 Million by 2031. The Argentina market is showcasing a CAGR of 10.7% during (2024 - 2031). Additionally, The UAE market would register a CAGR of 9.5% during (2024 - 2031).
Cultural perceptions of beauty influence mascara adoption. Regional fashion trends and celebrity influences impact mascara choices. Consumers often emulate looks seen in media and on social platforms, driving demand for specific mascara formulations and styles.
Mascara adoption varies based on individual makeup routines. Some consumers integrate mascara as a daily essential, while others reserve its use for special occasions or evening wear. Consumers prioritize mascara products that align with their desired outcomes, such as lengthening, volumizing, waterproofing, or conditioning properties. Preferences may shift based on seasonal changes or lifestyle factors.
E-commerce platforms such as Mercado Livre, Amazon Brazil, and local beauty e-retailers have expanded the accessibility of mascaras to consumers across Brazil, including those in remote and underserved regions. As per the International Trade Administration (ITA), Brazil is one of the most populous nations in Latin America, and its e-commerce sector is anticipated to surpass US$200 billion by 2026, expanding at 14.3% annually. Also, Brazilian consumers are highly engaged on social media platforms like Instagram, YouTube, and TikTok, where beauty influencers and content creators play a crucial role in promoting mascaras. In Saudi Arabia, investments in beauty infrastructure, such as upscale beauty salons, spas, and dedicated cosmetic retail outlets, significantly enhance the consumer experience with mascaras. Beauty infrastructure investments serve as platforms for promoting mascara products and educating consumers about their benefits. Salons and spas collaborate with brands to host promotional events, product launches, and beauty workshops on mascara application techniques. These initiatives drive awareness and encourage trial and adoption among Saudi consumers who value personalized guidance and hands-on demonstrations. In conclusion, rising beauty infrastructure and e-commerce expansion are propelling the market's growth.
Free Valuable Insights: The Worldwide Mascara Market is Projected to reach USD 12.1 Billion by 2031, at a CAGR of 8.1%
Based on Category, the market is segmented into Regular and Waterproof / Water-resistant. Based on Product Type, the market is segmented into Volumizing, Lengthening, and Curling. Based on Distribution Channel, the market is segmented into Offline Channel and E-Commerce. Based on countries, the market is segmented into Brazil, Argentina, UAE, Saudi Arabia, South Africa, Nigeria, and Rest of LAMEA.
By Category (Volume, Million Units (6-12ML), USD Billion, 2020-2031)
By Product Type (Volume, Million Units (6-12ML), USD Billion, 2020-2031)
By Distribution Channel (Volume, Million Units (6-12ML), USD Billion, 2020-2031)
By Country (Volume, Million Units (6-12ML), USD Billion, 2020-2031)
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