Eyeshadow & Eye Makeup Line
Create eyeshadow palettes and eye makeup products
Overview
Eye makeup brands generate $200,000-$1,500,000 annually with 65-80% margins.
In 2025, eye products remain popular with palette collectors and everyday users.
Products include eyeshadow palettes ($20-$60), single eyeshadows ($8-$18), eyeliners ($10-$22), mascaras ($12-$28), and brow products ($10-$25).
Successful eye brands create high-pigment formulas, design aesthetically pleasing palettes, offer versatile color stories, collaborate with influencers, and show application tutorials.
Palettes create excitement and collectibility.
Marketing through YouTube tutorials, Instagram, TikTok, beauty retailers, and makeup artist partnerships.
Required Skills
- Eye Product Formulation
- Palette Design
- Color Theory
- Cosmetic Safety
- Visual Marketing
- Tutorial Content
Pros and Cons
Pros
- Palette releases create excitement
- High collectibility among enthusiasts
- Multiple products in category
- Can create themed collections
- Strong tutorial and content potential
Cons
- Competitive eyeshadow market
- Palettes require higher MOQs
- Need excellent pigmentation
- Complex shade coordination
- Marketing through tutorials time-intensive
How to Get Started
- Develop eye product formulations
- Design eyeshadow palette concepts and colors
- Create cohesive color stories
- Test for pigmentation and blendability
- Launch with signature palette
- Create tutorial content and partner with creators
- Expand product line and retailers
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