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Wholesale Eye Makeup

Eye makeup is in high demand, especially among young women. Despite inflation, their love for it hasn’t faded.

Need proof? A stay-at-home told CNBC she still manages to spend $50 a month on favorites like mascaras and eyeshadow pallets.

When we look at the broader picture, the data is even more impressive.

In 2023, the global eye makeup market is worth $26.53 billion, with the US generating the most revenue ($5,029 million).

For those in the beauty retail business, this means a great chance for revenue growth.

And on the supply side, wholesalers also stand to benefit from increasing bulk orders.

However, the key is to keep up with what’s popular with customers.

Let’s find that out!

Wholesale Eye Makeup: What’s Trending in the Market?

Eyeshadow & Makeup Art Kits

In 2022, eyeshadows led the eye makeup sales, making them a must-have for stores.

But customers want variety. They like experimenting with different looks like smoky or shimmery eyes and for that, they’re not just after eyeshadow pallets.

Products like mascaras, eyeliners, eyebrow gels, and brushes are also in high demand.

Now, with TikTok and Instagram, makeup artistry is the next big thing.

Artists are using makeup to create incredible illusions and art designs on faces including eyes.  

To achieve these looks, they’re preferring:

  • Highly pigmented shades
  • Glitters
  • Special makeup kits

To capitalize on this trend and keep your sales high, you should stay updated with what’s trending online.

Organic and Cruelty-Free Items

Consumer demand for organic cosmetics, including eye makeup, is soaring as more people seek chemical-free options.

Neilson reported that 40.2% of consumers prioritize natural ingredients in their beauty products.

They realize that green ingredients like flower extracts, aloe vera gel, etc. are better than harmful chemicals such as titanium dioxide and formaldehyde.

So, if you want to stay ahead, stock up on products that are kind to the skin, Earth, and animals.

Waterproof Products

When it comes to buying eye makeup (especially liner, mascara, or kajal), customers prefer waterproof products that don’t wear off in hot & humid weather.

Also, they seek out products that stay for hours.

So, selling waterproof and long-lasting eye makeup in your beauty store will help you meet customers’ expectations.

High-End vs. Drugstore — What To Pick For Bulk Purchase?

The choice of eye makeup products for bulk purchases depends on the customer’s buying behavior.

High-end makeup brands such as Charlotte Tilbury, YSL, Estee Lauder, Nars, etc., account for a significant portion of sales, attracting 47% of beauty shoppers.

These elite consumers (often from households earning over $100,000/year) value luxury and are unaffected by high prices.

On the other hand, drugstore makeup brands like Maybelline, L’Oreal, e.l.f, and NYX Beauty, are priced lower but they still offer good quality.

So, if your customer base is diverse, a strategic move is to stock a mix of both high-end and drugstore products.

That’s how you can cater to customers with different preferences — from those seeking luxury to those on a tighter budget.