Eyeliner is an essential part of many makeup routines, providing the perfect finishing touch to any look, whether it's a subtle enhancement or a dramatic statement. Navigating the myriad of brands available can be daunting, so choosing one that combines quality, longevity, and ease of application is crucial. From the high-end luxury options to the affordable yet reliable alternatives, there is an eyeliner out there to suit every preference and budget. To explore our curated list of the best eyeliner brands that deliver impeccable results, continue reading below.
Illustration of eyeliner
Best brands of eyeliner in 2025
Maybelline
Maybelline, a leading global brand in the cosmetics industry, is renowned for its high-quality eyeliner products, which are widely available in 129 countries. Founded in 1915 and acquired by L'Oreal in 1996, Maybelline has a strong presence in various market segments, including traditional mass retail, drugstores, and e-commerce. The brand's marketing strategy, which includes both traditional and digital mediums, has helped build a loyal customer base and increase brand recognition. Maybelline's eyeliner products are part of a broader market that is expected to grow at a CAGR of 4.66% from 2024 to 2032, reaching USD 9.42 billion by 2032.
Urban Decay
Urban Decay is a leading brand in the eyeliner market, known for its high-quality and innovative products. The brand's 24/7 eyeliner pencils, such as the Velvet Eye Pencil, are favorites among consumers for their long-lasting and smudge-proof formulations. Urban Decay's products cater to a wide range of consumer preferences, from subtle everyday looks to bold and dramatic eye makeup. The brand's strong online presence and educational content on application techniques enhance consumer engagement and sales. With the global eyeliner market projected to grow at a CAGR of 6.41% from 2021 to 2032, Urban Decay remains a key player in this expanding market. For more information, visit their official website.
Stila
Stila is renowned as one of the top producers of eyeliner, particularly with its legendary Stay All Day Waterproof Liquid Eyeliner, which has maintained its number one position in the market. Since its inception in the 1990s, Stila has been a favorite among makeup artists and consumers alike, known for its innovative and high-quality products. The brand's Stay All Day Waterproof Liquid Eyeliner is celebrated for its ease of use, smudge-proof and waterproof formula, and precision application. Despite a period of relative quietness, Stila has seen a resurgence in interest, driven by new product launches and a refreshed marketing strategy under its new CEO, Michelle Kluz. This resurgence has contributed to the overall growth in the eyeliner market, which is expected to reach significant values by 2032.
MAC Cosmetics
MAC Cosmetics is a leading brand in the eyeliner market, known for its innovative and high-quality products. In 2022, MAC launched the Colour Excess Gel Pencil Eye Liner collection, featuring a range of high-impact hues, which contributed to the brand's revenue growth. By partnering with Insider, MAC achieved a 17.2X ROI, increased conversion rates by 4.78%, and saw a 7.28% increase in average order value. The brand's commitment to diversity and inclusivity, with over 100 shades of professional-quality cosmetics, has made it a favorite among consumers. MAC's strong presence in over 120 countries further solidifies its position as a global catalyst for self-expression and beauty. For more details, visit MAC's official website.
Fenty Beauty
Fenty Beauty is renowned for its innovative and inclusive cosmetics line, particularly its Flypencil Longwear Pencil Eyeliner, which comes in 20 shades with four different finishes, including matte, glitter, shimmer, and metallic. Launched by Rihanna in 2017, Fenty Beauty has been praised for its diverse product range, with the eyeliner featuring a creamy formula and great staying power. The twist-up mechanism, though sometimes problematic, eliminates the need for sharpening, and the ergonomic triangular packaging is both functional and stylish. Fenty Beauty's products have significantly contributed to the growing eyeliner market, which was valued at USD 6.5 billion in 2023 and is expected to grow at a CAGR of 4.4% from 2024 to 2030. The brand's commitment to inclusivity and quality has made it a favorite among beauty enthusiasts.
Kat Von D Beauty
KVD Vegan Beauty, formerly known as Kat Von D Beauty, is celebrated for its high-quality and long-lasting eyeliner products, such as the Tattoo Liner, which is waterproof, smudge-resistant, and crafted to endure throughout the day. Founded by Kat Von D, a globally recognized tattoo artist and makeup enthusiast, the brand offers an extensive collection of products that are 100% cruelty-free and vegan, appealing to the burgeoning demand for ethical beauty options. The Tattoo Liner, in particular, is lauded for its precision and rich pigmentation, solidifying its status among beauty aficionados. Despite its premium price tag, the liner's reliability has secured a devoted customer base, with some consumers experiencing zero smudging even after 8 hours of usage. The brand's dedication to innovation and fostering self-expression continues to establish it as a mainstay in the beauty industry.
Tarte Cosmetics
Tarte Cosmetics is renowned for its high-quality makeup products, particularly excelling in the concealer and mascara categories. As the number one concealer brand in North America, Tarte's Shape Tape concealer is a standout, with one sold every 12 seconds as of 2019. Their mascaras, such as the Tartelette tubing mascara, are praised for their volume and smudge-proof performance. In FY2024, Tarte is expected to maintain its strong market position despite intense competition, with a planned 4% growth on a local currency basis. The brand's commitment to innovative products and engaging marketing strategies, like its TikTok store launched in September 2023, continues to drive its success.
Bobbi Brown
Bobbi Brown is renowned for producing high-quality eyeliner products, particularly the Long-Wear Gel Eyeliner, which is praised for its pigmented and long-lasting formula, lasting all day without smudging or creasing. This gel eyeliner is a favorite among makeup enthusiasts due to its soft finish and ease of application. As part of the Bobbi Brown Cosmetics brand, which was acquired by Estee Lauder in 1995, the company has seen significant growth, with its cosmetics representing approximately 10% of Estee Lauder's total sales by 2012. The brand continues to innovate, with its revenue exceeding $1 billion as of November 2024. Bobbi Brown's commitment to quality and longevity has solidified its position as a leader in the eyeliner market.
L'Oréal Paris
L'Oreal Paris is a leading brand in the beauty industry, particularly renowned for its high-quality eyeliner products. In 2023, the makeup segment, which includes eyeliner, represented 36.6% of L'Oreal's total beauty sales, highlighting its significant contribution to the company's portfolio. The brand saw a 12.3% increase in makeup sales in North America and a 12.2% increase in Europe in 2024. L'Oreal's commitment to sustainability is also evident, with a goal to make 100% of its biosourced packaging materials traceable and sustainable by 2030. The Infallible Pro-Last Waterproof Pencil Eyeliner, for example, offers up to 24 hours of smudge-proof wear.
NYX Professional Makeup
NYX Professional Makeup is a renowned brand in the eyeliner market, known for its high-quality and diverse range of products. Founded by Toni Ko, the brand launched with 18 SKUs, including six shades of eyeliner, and achieved $4 million in retail value in its first year. NYX eyeliners are popular for their durability and variety, with products like the Bobbi Brown's Gel Eyeliner being a favorite among users. The brand's strong online presence is evident from its ecommerce revenue, with nyxcosmetics.com generating $1,444,786 in November 2024. NYX continues to innovate, catering to the growing demand for sustainable and long-lasting eyeliner products.
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