If eyes are the window to the soul, then eyeliner could be seen as amplifying the soul's purpose.
Following the onset of the pandemic, eyeliner experienced a boost in sales due to the widespread use of face masks, which concealed most of the face thereby emphasizing the eyes. Consumers worldwide experimented with a newfound term called “above the mask” beauty, specifically using eye makeup to tap into their creativity and celebrate their personal identity. By 2021, the global eye makeup market reached an astounding value of $15.6 billion and was expected to grow to $21.4 billion by 2027 and $24.49 billion by 2029.
