End Use Channel Segment Analysis: Women (Largest Segment) vs Men (Fastest-Growing Segment)

The women segment accounted for the largest share of the waterproof makeup market in 2026, with a 59.17% share. Its leading position reflects the broad and established use of waterproof cosmetic products among women across everyday beauty routines, professional settings, and occasions where longer-lasting makeup performance is desired. Consumer preference for products that resist moisture, perspiration, and environmental exposure continues to support demand. Product innovation across complexion, eye, and lip cosmetics is also expanding the range of waterproof options available to consumers, while growing interest in durable beauty solutions reinforces the segment's established market presence.

Men are emerging as the fastest-growing end-use group as attitudes toward male grooming and cosmetic use continue to evolve. Increasing consumer interest in personal appearance is encouraging greater experimentation with products designed to provide subtle, durable, and natural-looking results. Waterproof formulations are particularly relevant for consumers seeking makeup that remains effective during active lifestyles, outdoor activities, or extended wear. The broader expansion of gender-inclusive beauty positioning and the increasing availability of products suited to male grooming routines are creating additional opportunities for waterproof makeup adoption among men.

Form Segment Analysis: Liquid (Largest Segment) vs Gels (Fastest-Growing Segment)

Liquid formulations led the waterproof makeup market in 2026, accounting for a 44.52% share. Their strong position is supported by versatility across multiple cosmetic applications and the ability of liquid formulations to provide smooth, even coverage. Consumers often value liquid makeup for its blendability, application flexibility, and compatibility with diverse beauty routines. Advances in formulation technology are also enabling manufacturers to improve durability while maintaining comfortable wear, strengthening the appeal of liquid waterproof cosmetics. Continued consumer preference for convenient and performance-oriented makeup products is supporting the segment's established position.

Gel formulations are gaining momentum as consumers seek lightweight textures that combine easy application with long-lasting performance. Gel-based cosmetics can provide smooth application and a comfortable feel while supporting the durability expected from waterproof products. Their versatility across different cosmetic applications is expanding consumer interest, particularly among users who prefer less heavy formulations. Ongoing innovation in texture, wear performance, and formulation stability is further supporting the adoption of gels as the waterproof makeup category continues to evolve toward more comfortable and multifunctional products.