Eyeshadow Insights
Eyeshadow sits at the intersection of artistry and habit, a category that spans everything from a two-second swipe of a nude shimmer to a fully architectural evening look.
Eyeshadow sits at the intersection of artistry and habit, a category that spans everything from a two-second swipe of a nude shimmer to a fully architectural evening look. Kaidron's community, a group with strong aesthetic opinions and a clear sense of what they expect from their colour cosmetics, gave us an unambiguous picture of how they interact with this category today.
The findings reveal a community grounded in wearable craft: the vast majority use eyeshadow regularly, overwhelmingly favour powder palettes and neutral colour stories, and make their decisions around performance credentials, blendability, longevity, and pigmentation, above almost anything else. Discovery happens everywhere at once, with in-store, Instagram, beauty apps, and TikTok all playing meaningful roles within the same community.
For brands, the data offers a sharp brief. The Kaidron community is not chasing novelty for its own sake, they are building considered collections and returning to the products that perform. What earns repurchase is excellent performance, full stop. Understanding what that means in eyeshadow, in formulation, in shade range, in the tactile experience of blending, is the insight that matters most here.
How the Community Shows Up for Eyeshadow
Regularity and format preferences paint a picture of a community that has settled into a clear, practised relationship with the category, one built around the tactility and versatility of powder.
Eight in ten use eyeshadow at least a few times a week, this is a daily-ritual category, not a special-occasion one."
Finish Preferences and the Colour Story
From the finishes they gravitate toward to the shade families they return to, the community reveals a consistent aesthetic intelligence, balanced between wearability and dimension.
What the Community is Actually Buying For
Purchasing decisions in this category are driven by a clear performance hierarchy. The community knows what they value, and they are not easily swayed by brand prestige or marketing alone.
Palette Collections, Sizes, and Price Expectations
The community is experienced and deliberate in how they build their collections. They own multiple palettes, favour mid-size formats, and are willing to invest meaningfully in quality, with a clear concentration in the £10–£50 range.
Discovery is everywhere, this community is not waiting to be found in one channel. They are moving fluidly between in-store, social, and peer recommendation."
Where They Find Products, and When They Buy
Purchase frequency tells an equally deliberate story. This community is not impulse-buying, they are replacing and adding to collections with intention, on a cadence measured in months.
Kaidron Community Survey, Eyeshadow Preferences. Data reflects percentage distributions across all responses. Multi-select questions may exceed 100% in aggregate. Percentages rounded to one decimal place.