In a world where beauty trends shift with every swipe, the industry is constantly reinventing itself. This year, eye makeup takes center stage.
According to ZeXi Co., Ltd.’s 2025 Cosmetics Market Trend and Category Analysis Report, eye makeup has — for the first time — surpassed lip products in market share, marking a milestone for the global beauty industry. From mascara to brow gels, this category now drives growth through creativity, self-expression, and artistry.
For Chinese beauty brands expanding internationally, this shift presents a valuable opportunity to redefine global beauty standards. What are international consumers looking for, and what makes an eye product stand out?
Here are four key insights to help brands capture attention and unlock new growth.
01. Eye Makeup Becomes the New Engine of Growth
According to the report, eye makeup products now lead both in listings and total sales on Amazon’s U.S. bestseller charts.
Supporting this, Circana’s latest half-year report shows that mascara sales have driven the rebound of the global eye makeup market, accounting for the largest share among all eye categories.
Meanwhile, eyebrow products are projected to become the next major growth driver through 2030, with brow gels identified in multiple studies as a category full of untapped potential.
Takeaway for brands:
The rise of eye makeup highlights consumers’ love for detail-driven beauty. With 23 years of expertise, UDN’s precision applicators and innovative tube designs blend function with elegance—helping brands impress overseas markets at first glance.
02. Consumer Preference: Safe and Gentle Formulas
Safety sells—especially in eye makeup. Among Amazon’s top 100 bestsellers, leading products consistently emphasize safe, non-irritating formulas. Brand E’s classic mascara, a decade-long bestseller, showcases multiple “free-from” claims—oil-free, fragrance-free, alcohol-free, and microplastic-free—earning lasting consumer trust through transparency.
Takeaway for brands:
When it comes to products designed for delicate skin areas, safety is the ultimate value proposition.
UDN ensures product safety and stability from the source:
· Premium materials that meet EU and U.S. quality standards.
· Professional compatibility testing between packaging and formulation.
· Servo-controlled injection molding for consistent, high-precision production.
03. Application Experience: Packaging as a Selling Point
Consumers today aren’t just buying makeup — they’re buying the experience. Over 20% of Amazon’s top-selling eye makeup products highlight “Precise” or “Ultra-fine” features, showing that ease and accuracy now define desirability.
Dual-ended and multi-functional packaging is also on the rise—like brand D’s viral dual-ended mascara (brown primer + black topcoat), which sold out in just 45 minutes and restocked repeatedly due to overwhelming demand.
Takeaway for brands:
04. Sustainability and Differentiation: The New Passport for Global Brands
Though still a minority, sustainable and refillable cosmetics outperform the average. Brand N’s eco-labeled products regularly hit Amazon’s Top 5, and 90% of U.S. consumers favor brands with eco-friendly packaging.
Takeaway for brands:
Sustainability is no longer optional — it’s both a moral commitment and a strategic differentiator in global markets.
UDN is leading the way with:
05. UDN’s Global Expertise: Understanding Standards and Markets
With global partners, UDN masters beauty packaging—compliance, testing, and regional needs—for fast, precise collaboration.
For brands, this means:
- Faster prototyping and response times
- Lower communication costs
- Reliable, world-class delivery capabilities
At UDN, we don’t just manufacture packaging — we translate brand language into global impact.
Looking Ahead
As beauty continues to evolve, UDN is committed to empowering global brands to shine worldwide — helping them stand out through innovation, design, and detail.
Because in the future of beauty, it’s not just about how products look — it’s about how they make people feel.
UDN welcomes partners to connect and explore new opportunities to go global.
