Under Eye Serum Market by Product Type (Anti-Aging, Dark Circle Treatment, Puffiness Reduction, Hydration), by Ingredients (Peptides, Vitamin C, Retinol, Hyaluronic Acid), by End-Use Industry (Beauty Salons, Spa & Wellness Centers), and by Region; Insights & Forecast (2024 – 2030)

As per Intent Market Research, the Under Eye Serum Market was valued at USD 3.0 Billion in 2024-e and will surpass USD 6.0 Billion by 2030; growing at a CAGR of 12.5% during 2025 - 2030.

The under eye serum market has witnessed significant growth as consumers increasingly seek solutions to address common under-eye concerns such as puffiness, dark circles, and signs of aging. With rising awareness about skincare and the growing focus on personal grooming, the demand for targeted treatments like under eye serums has surged. These serums are formulated with active ingredients designed to rejuvenate and refresh the delicate skin under the eyes, offering solutions for hydration, anti-aging, dark circle treatment, and puffiness reduction. The market is driven by both the increasing popularity of anti-aging treatments and the consumer trend toward preventative skincare.

As consumers become more educated about skincare products and their benefits, under eye serums have gained significant traction, especially among individuals with busy lifestyles or those exposed to environmental stressors. The availability of various product types and formulations in the market has expanded the reach of these products, with specific serums designed for hydration, anti-aging, and reducing puffiness and dark circles. The under eye serum market is expected to continue its growth as consumer preferences shift toward more specialized, high-performance skincare products.

Anti-Aging Segment Is Largest Owing to High Demand for Age-Defying Skincare Products

The anti-aging segment is the largest in the under eye serum market, primarily driven by the high demand for age-defying skincare products. As consumers increasingly seek to maintain a youthful appearance, anti-aging serums designed to reduce wrinkles, fine lines, and sagging skin under the eyes are among the most sought-after products. Anti-aging formulations are often enriched with peptides, retinol, and hyaluronic acid, which work to boost collagen production, improve skin elasticity, and restore hydration, helping to mitigate visible signs of aging.

The growing aging population, particularly in regions like North America and Europe, has significantly contributed to the expansion of the anti-aging segment. As a result, more consumers are incorporating anti-aging products into their daily skincare routines, further driving the growth of the under eye serum market. Additionally, the increasing availability of these products through both online and offline retail channels has made them more accessible to a broader audience, strengthening the dominance of the anti-aging segment.

Hyaluronic Acid Ingredients Are Fastest Growing Due to Hydration and Skin Rejuvenation Benefits

The hyaluronic acid ingredient segment is the fastest growing within the under eye serum market, driven by the increasing consumer demand for hydration-focused skincare products. Hyaluronic acid is known for its ability to retain moisture and plump the skin, making it an essential ingredient in products designed to hydrate and rejuvenate the delicate skin around the eyes. The popularity of hyaluronic acid stems from its non-irritating nature, making it suitable for sensitive skin types, and its effectiveness in improving skin texture and tone.

As consumers continue to prioritize skin hydration and overall skin health, products containing hyaluronic acid have gained significant traction. This trend is further fueled by the growing awareness of the ingredient's ability to deliver both short-term and long-term skin benefits, including smoother, more youthful-looking skin. As a result, hyaluronic acid is rapidly becoming one of the most sought-after ingredients in the under eye serum market, positioning it as the fastest growing segment.

Beauty Salons Are Largest End-Use Industry Due to Professional Treatment Demand

Beauty salons represent the largest end-use industry in the under eye serum market, driven by the demand for professional treatments and personalized skincare regimens. Beauty salons offer specialized services that often incorporate high-quality under eye serums into their treatments, addressing specific skin concerns such as dark circles, puffiness, and aging. These salons typically cater to a clientele seeking professional-grade products and treatments that promise visible results.

The growing trend of consumers opting for professional skincare services, particularly those that involve targeted treatments like under eye serums, has led to the dominance of beauty salons in the market. Moreover, beauty salons often provide customized treatments, combining under eye serums with other rejuvenating therapies such as facials or eye masks, which enhances the overall effectiveness of the products. The increasing consumer preference for professional, results-oriented skincare solutions ensures that beauty salons continue to lead the end-use industry for under eye serums.

North America Is Largest Region Due to High Consumer Spending on Skincare

North America is the largest region in the under eye serum market, driven by high consumer spending on skincare products and a strong focus on personal appearance. The region is home to a large population of skincare-conscious consumers who regularly invest in anti-aging and other skincare treatments. Additionally, the widespread availability of under eye serums in major retail channels, including department stores, pharmacies, and online platforms, has contributed to North America's dominance in the market.

The preference for premium and luxury skincare products in North America has further fueled the demand for high-performance under eye serums, especially those with clinically proven ingredients. As the demand for anti-aging, hydration, and specialized skincare solutions continues to rise, North America remains at the forefront of the under eye serum market. The growing interest in preventative skincare, coupled with a strong culture of beauty and wellness, ensures the region’s continued leadership in the market.

Leading Companies and Competitive Landscape

The under eye serum market is competitive, with several leading companies and brands competing for market share. Prominent players such as Estée Lauder, L'Oréal, Procter & Gamble, and Shiseido have established strong presences in the market, offering a variety of products across different price points. These companies are investing in product innovation, with new formulations and unique combinations of ingredients designed to address specific skincare concerns, including anti-aging, dark circles, and puffiness.

The competitive landscape is also characterized by the presence of emerging brands that focus on natural and organic ingredients, catering to the increasing consumer demand for clean beauty products. To stay ahead in this dynamic market, companies are focusing on targeted marketing campaigns, consumer education, and expanding their distribution networks, particularly through e-commerce platforms. As consumer preferences evolve, companies are expected to continue innovating to meet the demand for more effective and personalized under eye serums.

Recent Developments:

• Estée Lauder launched a new advanced Under Eye Serum that includes peptides to address both puffiness and dark circles, gaining high market traction.
• L'Oréal introduced an eco-friendly line of Under Eye Serums, focusing on sustainable packaging and natural ingredients to appeal to eco-conscious consumers.
• Shiseido expanded its Under Eye Serum range by adding new formulas designed to target fine lines and provide deep hydration, attracting a larger customer base.
• Procter & Gamble acquired a popular direct-to-consumer skincare brand specializing in eye care products, boosting its Under Eye Serum offerings.
• Clarins introduced a new Under Eye Serum that includes a blend of antioxidants and caffeine to help combat environmental stress and rejuvenate the eye area.

List of Leading Companies:

• Estée Lauder Companies Inc.
• L'Oréal Group
• Shiseido Company, Limited
• Procter & Gamble Co.
• Unilever PLC
• Johnson & Johnson Consumer Inc.
• Beiersdorf AG
• Kiehl's Since 1851
• Avon Products, Inc.
• Clarins Group
• La Roche-Posay
• Dermalogica
• The Ordinary
• Murad, Inc.
• Olay (Procter & Gamble)

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