In recent years, eye care has evolved from a subsection of skincare to a critical part of beauty routines. Consumers want more solutions to common concerns like dark circles, puffiness, and fine lines, driving the demand for effective eye care products. The global eye care market will reach USD 26.27 billion by 2025 and grow to USD 42.25 billion by 2032.
In response to this booming demand, the beauty industry has embraced innovation and technology, introducing exciting new trends that cater to consumers’ evolving needs. From the rise of multi-functional products to the development of sustainable, reusable accessories, this article will explore six key trends that will shape the future of this rapidly growing sector.
Table of Contents
6 key eye care trends to watch out for in 2025
Rounding up
6 key eye care trends to watch out for in 2025
1. Targeted treatments for exhaustion and aging
Today’s consumers are more aware than ever of the delicate nature of the skin around the eyes, and they’re looking for targeted products that address common signs of fatigue and aging. Dark circles, puffiness, and fine lines often result from hectic, modern lifestyles where sleep is scarce and stress is plentiful. They could also be the result of constantly wearing glasses.
Consumers are now hunting for solutions to combat these issues and restore their under-eye area to a refreshed, youthful look. Age anxiety and the pervasive burnout culture are also leading to targeted eye care, making it a core part of many self-care routines. Brands should respond to this trend by offering formulas containing powerful ingredients to tackle these concerns.
For instance, peptides, caffeine, and vitamin C have become popular in eye creams and serums for their ability to reduce puffiness, brighten dark circles and smooth out fine lines. But it’s not just about what’s inside the products—the application method matters, too.
Businesses should focus on eye care products (especially eye creams) paired with cooling applicators and tools that help boost circulation. It’s a fantastic way to offer consumers a more effective way to rejuvenate the skin around their eyes.
2. Growth in eye creams
Eye creams are the MVPs in the eye care market because they hold the highest value and are often the go-to choice for consumers looking to address specific under-eye concerns. They offer various solutions, from hydration to anti-aging benefits.
The real strength of eye creams lies in their formulations, which often include powerful blends of skincare ingredients backed by science. For example, INNBeauty’s Bright & Tight Eye Cream, which sold out in just ten days, contains peptides, Vitamin C, tranexamic acid, and caffeine—a combination proven to brighten, tighten, and smooth the skin.
Products like iNNBeauty’s eye cream highlight the growing demand for effective and convenient eye care solutions. As more consumers add eye creams to their daily routines, brands should focus on this category and offer options that target everything from puffiness to fine lines.
3. Concealer hybrids
Consumers are now looking for multi-functional products, thanks to the rise of “skinimalism” (a trend that focuses on simplifying skincare routines). This shift has prompted brands to create concealers that provide coverage and skincare benefits like hydration, brightening, and anti-aging effects.
An excellent example of this trend is Victoria Beckham Beauty’s concealer pen. The brand incorporates skincare ingredients to nourish and protect the delicate skin under the eyes. Coverage combined with care is the hallmark of these concealer hybrids, making them a must-have in the beauty world.
4. Upgraded under-eye patches
Eye creams may be the most profitable eye care products, but under-eye patches are a close second. Consumers hoping to eliminate the annoying “tired eyes” look in the morning can choose from upgraded, reusable under-eye patches. The trend is quite popular on TikTok, with #eyepatches raking in almost 750 million views and #eyemask with over 150 million views.
Eye masks and patches are among the top choices for several reasons. They help target the hallmarks of aging and stress, including wrinkles, dark circles, dryness around the eyes, and fine lines. Take the 24k gold eye patches from Peter Thomas Roth, for example. The brand says its under-eye patches can lift and firm the skin in only 10 minutes.
5. Astaxanthin supplements
Many people see Vitamin C as one of the most powerful antioxidants that are perfect for eye care, but astaxanthin is quickly gaining momentum as a stronger option. This active ingredient can help slow the skin around the eye’s aging process while protecting it from stress like pollution and UV exposure.
Beyond that, astaxanthin can also reduce collagen breakdown, wrinkle formation, and hyperpigmentation. Retailers can focus on creams and serums featuring astaxanthin, but consumers will get maximum results from oral supplements.
6. Innovative ingredients and textures
Innovation is key in the highly competitive eye care market. Businesses must focus on products with new ingredients or textures that might capture customers’ interest. Think of vegan collagen, biotech ingredients, and multi-functional complexes—just a few examples of cutting-edge components manufacturers use to develop next-generation eye care products.
Regarding texture, high-density gels, whipped creams, and jelly-like textures are fast becoming the top choice. These innovative textures offer consumers a sensory experience beyond the usual cream or serum, feeling luxurious without sacrificing absorption and hydration.
Obayaty, a Swedish men’s beauty brand, is leading the way in this area. Their tinted eye cream combines caffeine, five hyaluronic acids, cornflower, and prickly pear to provide light coverage while moisturizing and treating the under-eye area. Products like this show how blending innovative ingredients and textures can meet the demands of modern consumers.
Rounding up
The eye care market is evolving rapidly, driven by consumers’ increasing awareness of the importance of targeted skincare. This change allows businesses to innovate with new ingredients, textures, and tools, improving their profit opportunities. For retailers looking to stay ahead, the key will be to listen to consumer needs and continue pushing the boundaries of what’s possible in eye care with these six innovative trends.
