Mascara
MaybeProducts sell for $29.92 on average, inside the sweet spot. But the top 5 brands take 100% of clicks, so Mascara is a Maybe.
- Flapen Score
- 59 / 100Top 13% of 445 Beauty niches · +8 vs the category median of 5159
- Market size
- $880K/yr594K searches / yr
- 90-day growth
- +16.1%search demand this quarter
- Competition
- 49%top-5 click share · 4 brands · 74 sellers
Flapen Score
Mascara against its category
The dotted line is the Beauty average. Past it, Mascara is stronger. Inside it, weaker.
Market
The Mascara market on Amazon at a glance
Shoppers on Amazon United Arab Emirates searched for Mascara 594K times last year and spent an estimated $880K. All 4 brands take every click. Demand peaks in Nov. Flapen scores it 59 out of 100, a Maybe.
01 · Demand
5.0% of searches ended in a purchase last week.
Shoppers searched for this 594K times in the last 12 months. That counts every search on Amazon United Arab Emirates for this niche's terms. In the latest week, 5.0% of those searches ended in a purchase. Searches in the last 90 days moved +16.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $880K a year.
- Searches, last 12 months
- 594K
- Growth, 90 days vs prior 90
- +16.1%
- Conversion, latest week
- 5.0%
- Market size, estimated
- $880Ka year
- Peak month
- November2.4× the quietest month
- Top search term
- mascara238K searches a year
02 · Price
A sale here is worth $29.92.
Listings sell for $29.92 on average, from $10.78 to $105.97. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 750 to 1,000 of them. At $29.92 that is $22K to $30K a year per listing.
- Average price
- $29.92inside the $15 to $100 sweet spot
- Price range
- $10.78–$105.97
- Amazon United Arab Emirates median price
- $60.52across 3,090 niches
- Units sold a year
- 30K–40K
- Units per listing a year
- 750–1,000
- Revenue per listing a year
- $22K–$30K
- Returns
- 1.2%of orders · Amazon United Arab Emirates median 1.6%
03 · Entry bar
The bar here is reviews.
78% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #112 within Beauty. It carries 33,905 reviews at 4.27 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 78%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #112in Beauty
- Average rating
- 4.27 starsAmazon United Arab Emirates average 4.27 stars
- Average reviews
- 33,905per listing
- Listings tracked
- 27
04 · Newcomers
Amazon counts 3 of last year's 3 launches as successful.
3 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 65 months on average, so the names here are established.
- Launched, last 12 months
- 3
- Successful launches
- 3Amazon's first-year sales bar
- Average brand age
- 65 months
Products
Top Mascara products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Maybelline New York Lash Sensational Sky High Mascara Volumizing & Lengthening for Fuller Lashes Washable Flake-Free Formula with Bamboo Extract & Fibres Black
- Price
- $26.25
- Rating
- 4.1/5
- Reviews
- 35,335
- Age
- 5y ago

LOreal Paris Volume Million Lashes PANORAMA Mascara - Volumizing mascara making eyes look 1.4x bigger
- Price
- $35.27
- Rating
- 4.3/5
- Reviews
- 10,419
- Age
- 2y ago

Essence Oz. Essence I Love Extreme Crazy Volume Mascara - Black
- Price
- $10.78
- Rating
- 4.3/5
- Reviews
- 29,193
- Age
- 12y ago

Essence Lash Princess False Lash Effect Mascara Black
- Price
- $12.16
- Rating
- 4.2/5
- Reviews
- 371,965
- Age
- 10y ago

Maybelline New York Colossal Bubble Longwear Mascara 100% Inflated Volume Blackest Black
- Price
- $32.53
- Rating
- 4.3/5
- Reviews
- 3,414
- Age
- 1y ago
Trending
90-day click momentum
Maybelline New York Colossal Bubble Longwear Mascara 100% Inflated Volume Blackest Black
- Price
- $32.53
- Rating
- 4.3/5
- Reviews
- 3,414
- Age
- 1y ago

LOreal Paris Extensionist Mascara Lengthening Volumizing and Curling Formula For a Lash Extension Eye Makeup Look Washable Blackest Black
- Price
- $105.97
- Rating
- 4.4/5
- Reviews
- 1,925
- Age
- 8mo ago

LOréal Paris Telescopic Extensionist Mascara for 24H Long-Lasting Curl Volume and Exceptional Lengthening Eyelashes with Eyelash-Extension Effect 9.75g
- Price
- $39.35
- Rating
- 4.2/5
- Reviews
- 1,274
- Age
- 8mo ago

essence lash WITHOUT LIMITS TUBING Extreme Lengthening & Volume Mascara04
- Price
- $17.37
- Rating
- 4.3/5
- Reviews
- 1,934
- Age
- 11mo ago

Essence Oz. Essence I Love Extreme Crazy Volume Mascara - Black
- Price
- $10.78
- Rating
- 4.3/5
- Reviews
- 29,193
- Age
- 12y ago
Newest
by launch date
LOréal Paris Telescopic Extensionist Mascara for 24H Long-Lasting Curl Volume and Exceptional Lengthening Eyelashes with Eyelash-Extension Effect 9.75g
- Price
- $39.35
- Rating
- 4.2/5
- Reviews
- 1,274
- Age
- 8mo ago

LOreal Paris Extensionist Mascara Lengthening Volumizing and Curling Formula For a Lash Extension Eye Makeup Look Washable Blackest Black
- Price
- $105.97
- Rating
- 4.4/5
- Reviews
- 1,925
- Age
- 8mo ago

essence lash WITHOUT LIMITS TUBING Extreme Lengthening & Volume Mascara04
- Price
- $17.37
- Rating
- 4.3/5
- Reviews
- 1,934
- Age
- 11mo ago

Maybelline New York Colossal Bubble Longwear Mascara 100% Inflated Volume Blackest Black
- Price
- $32.53
- Rating
- 4.3/5
- Reviews
- 3,414
- Age
- 1y ago

LOreal Paris Panorama All Night Black Mascara Volume Million Lashes 24-Hour
- Price
- $45.06
- Rating
- 4.3/5
- Reviews
- 10,419
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 49% of clicks. Leaders hold, but buyers still shop past them.
Brands
4 falling
Sellers
74
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
49%
Top 20: 92%
Open market
0%
- MAYBELLINE40%
- Essence Cosmetics30%
- L'Oreal Paris27%
- Rimmel2%
Demand
Mascara search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov · busiest ÷ quietest = 2.4×
Search terms
Top Mascara search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- mascara238K/yr
- maybelline mascara58K/yr
- essence mascara64K/yr
- loreal mascara43K/yr
- mascara volume and long40K/yr
- mascara waterproof20K/yr
- waterproof mascara16K/yr
- mascara maybelline17K/yr
- مسكرا14K/yr
- loreal panorama mascara10K/yr
Reviews and returns
What reviews say buyers love and hate about Mascara
We read the reviews and the return reasons for every product selling here.
“Damaged my lashes”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
17 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Mascara questions
Answered from the same tracked data.









