mascara
Skip itA small market ($2K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Avg price
Great$17.87avg listing price — sweet spot $15–$100
Price range
Good$8.43–$30.00cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay64%top-5 click share — leaders hold, buyers still browse
Growth
Bad-2.7%90-day search growth — must beat 0% to launch
Conversion
Bad1.7%search→purchase rate — share of searches ending in a sale
Market size
Bad$2K$2K/yr · 6K searches
Brand share
Bad100%top-5 brand share — brand-locked demand
Review moat
Bad65,355.58avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon Singapore niche tracking, mascara is a $2K/yr Amazon Singapore market (6K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 34/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
mascara market data
- Units sold / yr
- 100–250
- avg 0–100/product
- Revenue / yr
- $2K–$4K
- units × avg price
- Conversion rate
- 1.7%
- Avg BSR
- #34
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 8%
- Out of stock
- 4.6%
- Avg brand age
- 117 months
- Avg seller age
- 0 days
Competition & brand share
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.Brands
4 falling
Sellers
13
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
64%
Top 20: 100%
Open market
0%
- L'Oreal Paris43%
- MAYBELLINE41%
- Essence Cosmetics8%
- Heroine Make8%
Demand
Weekly Amazon search volume, last 47 weeks — -2.7% search growth over the last 90 days.Top mascara search terms
- mascara5K/yr
- mascara waterproof514/yr
- maybelline mascara879/yr
Top mascara products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LOreal Paris Makeup Telescopic Original Lengthening Mascara Black 0.27 Fl Oz (1 Count)
L'Oreal Paris$16.734.5★78,788 rev
LOreal Paris Makeup Voluminous Original Volume Building Waterproof Mascara Carbon Black 0.23 Fl Oz
L'Oreal Paris$15.354.4★65,850 rev
Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Cosmic Black 1 Count
MAYBELLINE$18.504.6★10,843 rev
LOreal Paris Voluminous Panorama Mascara Volumizing and Lengthening Mascara Washable Longwear and Smudge Resistant Make Up Blackest Black 0.33 Fl Oz
L'Oreal Paris$17.534.5★5,037 rev
MAYBELLINE New York Lash Sensational Washable Mascara Blackest Black 9.5 ml LSEWT002-50
MAYBELLINE$21.164.2★5,002 rev
Newest
by launch dateLOreal Paris Voluminous Panorama Mascara Volumizing and Lengthening Mascara Washable Longwear and Smudge Resistant Make Up Blackest Black 0.33 Fl Oz
L'Oreal Paris$17.535,037 rev
LOréal Paris Voluminous Panorama Mascara Volumizing and Lengthening Mascara Waterproof Longwear and Smudge Resistant Make Up Black 0.33 Fl Oz
L'Oreal Paris$30.009,386 rev
Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Cosmic Black 1 Count
MAYBELLINE$18.5010,843 rev
Heroine Make Kiss Me Long Up Super Waterproof Mascara #01 Jet Black 849
Heroine Make$12.662,376 rev
MAYBELLINE New York Lash Sensational Washable Mascara Blackest Black 9.5 ml LSEWT002-50
MAYBELLINE$21.165,002 rev
Trending
90-day click momentum
Maybelline Volum Express Colossal Waterproof Mascara Makeup Volumizing Glam Black 1 Count
MAYBELLINE$15.994.5★
LOréal Paris Makeup Telescopic Original Lengthening Mascara Blackest Black 0.27 Fl Oz (1 Count)
L'Oreal Paris$16.414.5★
Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Cosmic Black 1 Count
MAYBELLINE$18.504.6★
LOreal Paris Makeup Voluminous Original Volume Building Waterproof Mascara Carbon Black 0.23 Fl Oz
L'Oreal Paris$15.354.4★
LOreal Paris Voluminous Panorama Mascara Volumizing and Lengthening Mascara Washable Longwear and Smudge Resistant Make Up Blackest Black 0.33 Fl Oz
L'Oreal Paris$17.534.5★
Common questions
- Is mascara profitable to sell on Amazon Singapore?
- The niche generates $2K/yr across 12 tracked products. 90-day search growth is -2.7%. Flapen's verdict: Skip it (34/100).
- How competitive is the mascara niche?
- 4 brands and 13 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 100% of demand.
- What does it cost to enter the mascara niche?
- Listings span $8.43–$30.00; the average listing price is $17.87 (sweet spot $15–$100). The average incumbent carries 65,356 reviews — the moat a new listing must climb.