Liquid eyeliner is an essential product in every makeup lover's toolkit, offering the precision and intensity needed for a flawless eye look. As the beauty industry continues to grow, an array of brands has emerged, each claiming to provide the best formula for the perfect line. From drugstore staples to high-end designer options, the choices can be overwhelming but rewarding once you find your perfect match. To help narrow down your options and find the best fit for your makeup routine, explore our list below of top-notch liquid eyeliner brands.
Illustration of liquid eyeliner
Best brands of liquid eyeliner in 2025
Stila
Stila Cosmetics is renowned for its award-winning Stay All Day Waterproof Liquid Eye Liner, which is a market leader in its category. This product boasts an ultra-precise pen-like tip, ensuring superior control and accuracy, and is known for its long-lasting, waterproof, and smudge-proof formula. Stila has maintained its position as a top brand in the liquid eyeliner market, with its products remaining popular even after 30 years since its inception in the 1990s. The brand's commitment to cruelty-free and innovative products has contributed to its enduring success. Stila's liquid eyeliner is a favorite among both novice and professional makeup users.
Kat Von D Beauty
KVD Vegan Beauty, formerly known as Kat Von D Beauty, has established itself as a leader in providing 100% vegan and cruelty-free liquid eyeliners. The brand's Tattoo Liner, a top-selling product, stands out for its extreme precision, waterproof and transfer-proof long wear, and intense pigmentation. Since undergoing reformulation, the liner boasts enhanced ink flow and durability. Launched in 2008, KVD Vegan Beauty has carved out a substantial niche in the global liquid eyeliner market, which is anticipated to grow at a CAGR of 6.5% from 2024 to 2033. The brand's dedication to vegan and cruelty-free formulations has garnered a loyal following among conscious beauty aficionados.
Fenty Beauty
Fenty Beauty, founded by Rihanna, has established itself as a leading brand in the beauty industry, particularly for its high-quality liquid eyeliners. The FENTY BEAUTY Flyliner Longwear Liquid Eyeliner is renowned for its hyper-saturated, water-resistant formula and innovative flex tip, making it a favorite among makeup enthusiasts. Since its launch, Fenty Beauty has achieved significant milestones, including $72 million in sales within the first month and a valuation of $2.8 billion by 2018. The brand's commitment to inclusivity and broad shade ranges has been a key factor in its success. With its products now available in various global markets, including Ulta Beauty stores and African countries, Fenty Beauty continues to expand its reach.
Urban Decay
Urban Decay is a leading brand in the liquid eyeliner market, renowned for its high-quality and innovative products. The brand's liquid eyeliners are particularly popular among millennials, driven by the rise of social media and influencer-driven makeup trends. Urban Decay's products, such as their 24/7 eyeliners, are highly praised for their long-lasting, waterproof, and smudge-proof formulations. The brand's strong online presence and educational content on application techniques further enhance consumer engagement and drive sales. As part of the broader eyeliner market, which is expected to grow at a CAGR of 4.4% from 2024 to 2030, Urban Decay continues to capitalize on consumer preferences for precise application and vibrant pigmentation.
NYX Professional Makeup
NYX Professional Makeup is a leading brand in the global color cosmetics industry, renowned for its high-quality and affordable professional makeup products, including its popular liquid eyeliners. Founded in 1999 by Toni Ko, the brand has grown significantly, achieving an annual revenue of $496.7 million and employing over 1,300 people. NYX Professional Makeup is available in more than 70 countries and is known for its vibrant and long-lasting liquid liners, such as the Epic Wear Liquid Liner. The brand's success is also attributed to its strong online presence and influence among beauty vloggers and Instagram stars. With a wide range of shades and products, NYX continues to be a favorite among makeup artists and enthusiasts alike.
Maybelline
Maybelline is a leading global brand in the cosmetics industry, renowned for its high-quality liquid eyeliner products. The company, owned by L'Oreal, has been a staple in the beauty market since its founding in 1915 and is available in 129 countries worldwide. Maybelline's liquid eyeliner, such as the Hyper Easy Liquid Eyeliner, is acclaimed for its ease of use and long-lasting formula, lasting up to 24 hours. The brand's marketing strategy, which includes both traditional and digital mediums, has contributed to its significant growth, with a 47.1% rise in e-commerce sales during the COVID-19 pandemic. Maybelline's products are particularly popular among millennials and younger demographics, driven by social media and influencer trends.
Tarte Cosmetics
Tarte Cosmetics is renowned for its high-quality liquid eyeliners, such as the Tarteist Double Take Eyeliner, which combines a liquid liner and a gel pencil for versatile and long-lasting eye looks. This product is vegan, waterproof, and ophthalmologist-tested, ensuring safety and durability. With its soft-flex tip and Amazonian clay-infused formula, it provides even, saturated color and a semi-matte finish. The brand's commitment to natural ingredients and avoidance of harsh chemicals like parabens and sodium lauryl sulfate makes it a favorite among beauty enthusiasts. In 2024, Tarte Cosmetics saw significant online sales growth, with a conversion rate of 4.50-5.00% and an average order value of $50-75.
Benefit Cosmetics
Benefit Cosmetics is a renowned brand in the beauty industry, particularly noted for its high-quality liquid eyeliner products. The brand's liquid eyeliner segment is part of the broader liquid makeup market, which is expected to grow at a CAGR of 5.4% from 2022 to 2030, reaching USD 12.43 billion by 2030. Benefit Cosmetics' products, such as the True Matte Liquid Eyeliner and Precision Waterproof Liquid Eyeliner, are popular for their smooth application, vivid colors, and long-lasting formulas. The brand's focus on innovation and customer satisfaction has helped it maintain a strong presence in the market, especially in regions like North America and Europe. With the increasing demand for liquid eyeliners due to their precision and ease of use, Benefit Cosmetics continues to be a preferred choice among consumers.
L'Oréal Paris
L'Oreal Paris is a leading producer of liquid eyeliner, known for its high-quality and innovative products. The brand is part of the larger L'Oreal group, which dominates the cosmetics market, with the makeup segment accounting for 19.7% of L'Oreal's total beauty sales in 2023. L'Oreal Paris offers a diverse range of liquid eyeliners, including the popular Telescopic Lift Mascara and Lancome Ultra-Precise Colored Idole Liners, which have seen significant sales growth, such as a 12.3% increase in North America in 2024. The brand's commitment to innovation and customer satisfaction has solidified its position in the market, with the liquid eyeliner market itself projected to grow at a CAGR of 6.5% from 2024 to 2033. L'Oreal's strong presence in global markets, particularly in Europe and North America, further underscores its leadership in the beauty industry.
MAC Cosmetics
MAC Cosmetics is a leading brand in the cosmetics industry, celebrated for its innovative and high-quality products, including liquid eyeliner. With 40 years of experience since its founding in 1984, MAC has established itself as a global beauty empire, present in over 130 countries and boasting over 13,000 artists and 100,000 MAC Pro members. The brand is known for its commitment to inclusivity, innovation, and philanthropy, having raised over USD$520 million through its VIVA GLAM program since 1994. MAC's liquid eyeliner products are popular for their precision and durability, making them a favorite among makeup artists and consumers alike. The brand's strong market presence is further enhanced by its extensive distribution network and partnerships with major retailers.
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