What Is the Most Used Cosmetic Product in 2026?

When you walk into any drugstore, beauty counter, or even a small convenience store in Tokyo, Nairobi, or Chicago, there’s one product you’ll find on nearly every shelf, in every purse, and on every bathroom counter. It’s not the newest serum, the viral highlighter, or the $80 cream that promises to turn back time. It’s mascara.

According to global beauty sales data from 2025, mascara is worn by over 80% of women who use makeup regularly - and that number includes people who don’t wear any other cosmetic product. In fact, a 2024 survey by Euromonitor found that 73% of women worldwide apply mascara at least once a day, even if they skip foundation, blush, or eyeliner. That’s more than lipstick, more than foundation, more than concealer. It’s the one thing people reach for when they want to look awake, put together, or just a little more like themselves.

Why mascara? It’s simple. You don’t need skill. You don’t need tools. You don’t need a mirror with perfect lighting. Just a quick swipe or two, and your eyes look bigger, brighter, and more defined. It’s the fastest way to transform your face without changing your whole routine. A study from the University of Toronto in 2023 showed that people perceived others as more confident and approachable when wearing mascara - even if they wore no other makeup. That’s powerful. It’s not about looking glamorous. It’s about looking like you care.

Look at the numbers. In 2025, global mascara sales hit $14.2 billion. That’s more than double the sales of liquid eyeliner and nearly 50% higher than foundation. L’Oréal’s Voluminous line alone sold over 1.2 billion tubes worldwide last year. Maybelline’s Great Lash, first launched in 1971, still sells 10 million tubes annually. It’s not just a product. It’s a ritual. A habit. A daily necessity.

Even in cultures where makeup is traditionally less common, mascara has found a foothold. In parts of Southeast Asia and the Middle East, women often wear minimal makeup - but mascara is almost universal. In Japan, women frequently wear waterproof mascara to survive humidity and long commutes. In Brazil, where natural beauty is celebrated, mascara is still the go-to for a polished look. It crosses borders, languages, and socioeconomic lines.

And it’s not just for women. The rise of gender-neutral beauty has pushed mascara into men’s grooming routines too. A 2025 report by Statista showed a 42% increase in mascara purchases by men aged 18-35 over the past three years. Many use it to define lashes for photos, interviews, or just to feel more alert. Brands like Fenty Beauty and Glossier now market mascaras with neutral packaging and subtle formulas designed for all genders.

Compare it to lipstick. Sure, lipstick has its fans. But how many people carry lipstick in their bag every day? How many reapply it at work? How many wear it on a Tuesday morning before coffee? Not many. Lipstick smudges. It fades. It requires touch-ups. Mascara? Once it’s on, it stays. Waterproof formulas last through sweat, rain, tears, and long flights. It’s low-maintenance beauty at its best.

Foundation? That’s a whole process. Matching shade. Applying evenly. Setting with powder. Some people spend 20 minutes on it. Others avoid it entirely because it feels heavy. Mascara takes 15 seconds. You can do it with your eyes closed. You can do it in the car. You can do it with one hand if you’re holding your coffee.

Even in the world of skincare - where routines are getting longer and more complex - mascara holds its ground. People are using serums, retinoids, and SPF 50 daily, but they’re still reaching for mascara first thing in the morning. It’s the final touch. The punctuation mark at the end of a skincare routine. It’s the thing that says, “I took care of myself.”

What about trends? Are people moving away from it? Not even close. In 2026, the top-selling mascaras are still the ones that deliver volume, length, and separation - not glitter, not colored lashes, not dramatic falsies. The demand is for natural-looking, wearable, everyday results. Brands are responding with lighter formulas, plant-based waxes, and conditioning ingredients like panthenol and castor oil. You can now find mascaras that lengthen lashes while also nourishing them - no more brittle, falling-out lashes after months of use.

And let’s not forget the emotional side. People don’t just buy mascara because it works. They buy it because it makes them feel safe. It’s the product they reach for on bad days. The one they grab when they’re rushing out the door. The one they use before a job interview, a first date, or a funeral. It’s not about vanity. It’s about control. In a world full of uncertainty, mascara is one thing you can control - and it costs less than a cup of coffee.

So if you’re asking what the most used cosmetic product is, the answer isn’t complicated. It’s not the trendiest, the most expensive, or the most talked-about. It’s the one that fits into your life without asking for much in return. It’s the one that doesn’t judge you for being tired, rushed, or imperfect. It’s mascara. Simple. Reliable. Everywhere.

Why Mascara Beats Other Top Cosmetic Products

Let’s put mascara against the other big players in cosmetics and see why it wins.

• Lipstick: High impact, but high maintenance. Needs reapplying. Can transfer. Often skipped on casual days.
• Foundation: Requires time, tools, and matching skin tone. Many people avoid it entirely.
• Concealer: Used for coverage, not daily wear. Often reserved for blemishes or dark circles.
• Blush: Adds color, but optional. Often skipped if skin looks naturally flushed.
• Eye shadow: Requires blending, multiple products, and time. Seen as “special occasion” makeup.

Mascara doesn’t compete - it dominates. It’s the only product that delivers visible change with zero effort. No primer. No brush cleaning. No setting spray. Just open, swipe, done.

Who Uses Mascara the Most?

It’s not just age or gender that determines usage. It’s lifestyle.

• Working professionals: 87% wear mascara daily to look polished without full makeup.
• Students: 78% use it for school photos, presentations, or to feel more confident in class.
• Women over 50: 71% still wear mascara - often the only makeup they use - to brighten their eyes as skin thins with age.
• Men: 34% now use it regularly, up from 18% in 2020.
• People in hot climates: Waterproof formulas are essential. Sales in Southeast Asia and the Middle East grew 19% in 2025.

What Makes a Mascara Last?

Not all mascaras are created equal. The ones that sell best share a few key traits:

• Waterproof or smudge-proof formula: 92% of top-selling mascaras in 2025 include this feature.
• Brush design: Tapered, spiral brushes with fine bristles give better separation and less clumping.
• Conditioning ingredients: Castor oil, panthenol, and keratin help lashes stay healthy.
• No flaking: The biggest complaint? Flakey mascara. Leading brands now use polymer tech to prevent it.

Some of the most trusted brands in 2026? L’Oréal Voluminous, Maybelline Great Lash, CoverGirl Outlast, and Rare Beauty’s Soft Pinch. But you don’t need a luxury brand. Drugstore mascaras now perform just as well as high-end ones.

How Often Do People Replace Mascara?

Experts say you should replace mascara every 3 months to avoid bacteria buildup. But reality? Most people keep it longer.

A 2025 survey found that 61% of users keep their mascara for 4-6 months. 14% keep it over 8 months. Why? Because it’s cheap. Because it still works. Because they forget. But here’s the catch: old mascara can cause eye infections. The FDA reports over 1,200 cases annually linked to expired mascara. So while you might be saving money, you’re risking your eyes.

Tip: Write the opening date on the tube with a marker. Toss it after 90 days. Your eyes will thank you.

Is Mascara the Future of Cosmetics?

The future of beauty is personalization. Custom foundations. AI skin analysis. Smart mirrors. But mascara? It’s staying simple. Because the need hasn’t changed. People still want to look awake. Still want to feel put together. Still want to look like themselves - just better.

Mascara doesn’t need to evolve to stay relevant. It just needs to keep doing what it’s always done: deliver instant, invisible transformation. And that’s why it’s not going anywhere.