Wellness Industry 2016-04-02

How Innovative eye make-up exhilarate beauty business

With the launch of new make-up palettes and emerging trends on vogue, huge transformation is foreseen in the make-up industry, giving eye make-up products a separate entity in the Indian market. To bring emerging market opportunities in light, Wellness Ind...

How Innovative eye make-up exhilarate beauty business

There is no limit to artistic approach and innovative products in the Indian cosmetics industry. And if we focus on cosmetics, specially on the eye enhancing products, than the market is flooding with range of products, opportunities and trends.

They say, beauty of a woman lies in her eyes and there’s nothing like killer eye make-up which accentuate it. Fashionistas are constantly using avant-garde make-up looks to set off the international styles where one can see elaborate work on the eyes to enhance the overall look.

Likewise, eye make-up plays a pivotal role in enhancing the overall look of a woman. The product category includes Eye shadows, liners, kohl and false lashes that are some of the manifestations to extend the innovative yet trendy eye make-up.

“Gone are the times when only youths used to experiment with their makeup looks. Today, majority of the working women prefer to adorn a new makeup look for their daily work profiles. This has led to the trending of smoky eye makeup that is chic as well as striking. Once the look is created in the morning, it can easily stay for the entire day, depending upon the pigmentation and application technique,” said Vidushi Agarwal, Head – Brands, Headstart International, promoting Bodyography make-up products.

Innovation in eye make-up palette:

With the entry of international brands in Indian market, eye make-up is gaining more attention. This cluster highlights some of the most incredible eyelash innovations, from eyelash jewellery to lash bars, and from feathered lashes, to ultra luxury mascara and even eyelash growth drugs to promote growth and enhance thickness.

Global cosmetics brands are up against tough competition in the Indian market, as domestic players have decades of consumer loyalty and knowledge of the market. While L'Oréal may be sharpening its claws for the fight with the likes of the US company Revlon, there are local players willing to put up a good fight.

India's Lakmé is the current market leader, with a 17.7 per cent market share in cosmetics, according to the research agency Nielsen, and Lakmé has a reputation for aggressive expansion.

Sharing his views, Daniel Bauer, Lakmé Expert said, “I’m seeing a re-invention of the gloss look. However, trends don’t care who you are, your personality or what dress you’re wearing. Some want full drama, others want subtle tones to tell a story. Each function offers you the opportunity to explore different looks. Be real, be beautiful and be yourself.”

Likewise, Elizabeth, Colorbar Make-up Expert suggested, “Smokey eyes are usually associated with the evening parties, but the latest trend is to flaunt bold look. Dramatic smoky eyes are easy, classy to carry, and goes well with any colour of outfit. For the perfect smokey eyes look, rim the eyes and blend black smokey kohl onto the upper and lower eyelid. Use pearly long lasting blusher to highlight and accentuate cheeks with the shades of muted pink and rust.”

However, Lisa Munlua, Senior make-up artist, Inglot India shared, “I recommend using less of colour in eye shadows. Nicely contoured eyes with thick coloured gel liners and black kohl make the eyes look stunning and elegant.”

“The current trend that I have seen is the raw natural beauty also referred as ‘The Nude Look’. To achieve the same, keep emphasis either on the eyes or on the lips and keep the skin raw fresh and clean. Do not use anything heavy on your skin, know exactly what your skin type is and use only what you need. I would highly recommend Revlon PhotoReady Skinlights as this will give you a fresh and natural base to begin with,” added Bianca Hartkopf, Revlon Expert.

What’s new in the market?

Lakmé has introduced Lakmé Eyeconic Curling Mascara, Lakmé Absolute Kohl Ultimate and Lakmé Illusions range which includes Pearl Eye Shadow which is definitely innovative and exclusive in eye make-up category.

While, Colorbar has launched the long-lasting Just Smokey Kajal (kohl) in ‘Just Blue’ which could also be used to built-in smudge look or to create an instant smokey eyed look.

Similarly, Inglot offers AMC eye shadow, matte eye shadow, Inglot eye primer, different shades of gel eyeliners, a natural looking fake eyelash and a volumising mascara to get perfectly innovative bridal look.

Joining the brigade is Lotus Herbals which has offered number of colourful products to enhance eyes without any side-effect.

“The need for the hour is innovation and freshness in this category & Lotus is committed to bringing both to the table,” said Nitin Passi, Director, Lotus Herbals Pvt Ltd.

He further added, “The latest offering from Lotus Make-up Colorkick and Ecostay Kajal are formulated keeping in mind consumer’s need for chemical free products. Where Ecostay Kajal is a preservative free Kajal and appeals more to the mature audience. Colorkick Kajal is enriched with the goodness of Almond Oil and meant to suit the needs of the younger TG who is equally aware and vary of using chemicals. With our varied offerings in the Kajal category, we have products to suit all age groups and all consumption patterns.”

Indian market overview

“India is a dynamic market and beauty conscious consumers seek convenience and value propositions that meet their exacting requirements. While they are willing to experiment, they tend to stick to a brand that works well for them,” said Bauer.

Likewise, Elizabeth added, “Eye make-up is a niche category and is growing at a fast pace. This growth rate is due to the establishing demand of eye pencil that includes kohl and liners while the other key contributor is shadows and mascara.”

“Eye make-up has been and will always be popular in India. It’s interesting to see the changes from only kohl to greens, blue and beige. We are blessed with heavy lashes, wide, bright, brown eyes that can pull off any eye make-up,” she noted further.

Future of eye make-up

“While most women prefer wearing neutral eyeshadows every day, I feel the colourful palette will emerge as the next big trend. One must have a good combination of hushed neutrals to dashing darks and glittery bright shades for a complete eye palette,” said Bauer.

Accumulating on the same, Elizabeth said, “With the growing awareness and formulation innovations eye make-up usage will increase in the years to come. Industry is working on lot of education programmes and trainings to communicate the application techniques to customers. In the near future, consumers will evolve and they will start eye make-up instead of just using kohl.”


For centuries, women and men have been using make-up to enhance their looks. Experts share that make-up comes from the first dynasty in Egypt women who used to decorate their eyes by applying kohl or soot, a black substance to decorate the upper eye’s lids and lashes.

The market for eye cosmetics is growing on a fast pace, thankfully, with innovations, leading brands are also conscious about the scientific advancements of the products and special attentions is being given to the eye make-up products as its skin is the most sensitive and delicate in comparison with other facial features. Moreover, the rising influence of television and rapid urbanization seems to infuse the sales of eye make-up and help them to attain substantial market share in the overall colour cosmetics market.

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