Why Eye Care Is Back - and Why Smart Beauty Brands Are Paying Attention
Move over lip oils - eye care is having a serious moment.
From brightening balms to under-eye serums with skin barrier benefits, consumers are once again zooming in on the eye area - and the market is responding fast. Once seen as a niche product category reserved for luxury shoppers and skincare obsessives, eye care is now going mass, multi-format, and multi-functional.
So, why is eye care back in the spotlight? And what does it mean for emerging founders and growing beauty brands?
Let’s break it down.
The Eye Area = High-Impact, High-Intent
The eye area is where fatigue, stress, ageing, dehydration and inflammation all show up first and where consumers tend to obsess over results. Think:
Dark circles
Puffiness
Fine lines
Texture issues
Eye fatigue from screen time
It’s no wonder that products targeting this sensitive, expressive area are seeing renewed demand - especially post-pandemic, where Zoom face created a permanent spotlight effect.
Consumers are investing in:
Depuffing tools and cryo sticks
Brightening eye creams with niacinamide or caffeine
Barrier-repairing serums with peptides and ceramides
Eye-safe retinols and bakuchiol formulas
Even tinted hybrids that combine skincare with a touch of coverage
Eye Care Is Growing - Fast
According to Circana, the eye treatment category has seen consistent growth since late 2022, with prestige sales up year-over-year. Meanwhile, TikTok has turned once-obscure ingredients (like caffeine or arnica) into must-haves, driving search spikes and conversion at both mass and prestige levels.
GlobalData and Spate trend trackers show:
“Eye stick” and “under eye serum” searches are rising fast
A spike in interest in multi-use balms that include eye-safe claims
A growing overlap between skincare and eye wellness (yes, it’s a thing)
It’s no longer enough for a product to hydrate. Consumers want more function, more results, and more convenience - ideally in packaging that’s portable, cute, and content-friendly.
Why Founders Should Jump In Now
Eye care is one of the few skincare segments that offers:
Strong margin potential (small size, premium pricing)
High repurchase rate (it’s used daily, often AM + PM)
Strong emotional connection (tired eyes = quick pain point)
For emerging brands, a hero eye product can be:
A strategic entry point into skincare
A high-margin add-on for DTC or spa brands
A buzzy product that earns PR and UGC with minimal complexity
For established brands, eye care is the perfect line extension as it’s low-risk, high-return, and deeply complementary to existing face or wellness products.
Where the Category Is Headed
This isn’t a fleeting trend - it’s a market correction. After years of skipping eye products or assuming moisturiser was enough, consumers are now savvier and more ingredient-literate.
And with screen time at all-time highs, stress-induced skin conditions on the rise, and a new generation of skincare lovers entering the market via TikTok, the demand for high-performing eye products isn’t going anywhere.
The Takeaway for Founders
If you’re building a beauty brand in 2025, don’t overlook the power of a single, smart eye care product. Whether it’s a silky peptide balm, a viral eye stick, or a clinical-style eye serum - there’s major opportunity here for those who move with intention.
At Hey Beauty, we help brands launch category-winning products from concept to shelf. Whether you’re just starting out or expanding a cult range, let’s make something bright-eyed and brilliant together. Check out our services here.