---
title: "Blue Mascara — £67K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/blue-mascara"
last_updated: "2026-08-09T10:46:28.445Z"
locale: en
meta:
description: "Niche score 47/100 · £67K/yr market · 88K searches/yr · £6.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · £67K/yr market · 88K searches/yr · £6.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Blue Mascara — £67K/yr Amazon UK Niche (2026) - Flapen"
---
# **blue mascara**
**Skip it**
Prices mostly outside the sweet spot ($2.63–$12.68) — this niche doesn't clear our bar today.
Market size 17Growth 23Conversion 95Competition 43Returns 100Price range 0Avg price 18Brand share 55Review moat 18Quality gap 80
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.0%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****72%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****59%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-3.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****16,982.96**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£6.35**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£67K**
£67K/yr · 88K searches
**Price range**
**Bad****£2.63–£12.68**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, blue mascara is a £67K/yr Amazon United Kingdom market (88K searches/yr). The top 5 brands hold 72% of demand. Verdict: Skip it — 47/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **blue mascara market data**
- **Units sold / yr**
- **8K–10K**
- avg 250–500/product
- **Revenue / yr**
- **£51K–£64K**
- units × avg price
- **Conversion rate**
- **12.0%**
- **Avg BSR**
- **#263**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **67%**
- **Out of stock**
- **3.1%**
- **Avg brand age**
- **53 months**
- **Avg seller age**
- **143 days**
## **Competition & brand share**
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**16 **▼falling
**Sellers**
**284**
**Top-5 brand share**
**72%**
Top 20: 100%
**Top-5 click share**
**59%**
Top 20: 96%
**Open market**
**20%**
- Maybelline24% - Essence Cosmetics15% - LOPHE13% - Max Factor11% - L'Oreal Paris8% - MUA8%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -3.5% search growth over the last 90 days.
4K3KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/beauty/blue-mascara/trend)
## **Top blue mascara search terms**
- **blue mascara**41K/yr-0.0%10.4% conv. - **navy mascara**13K/yr-9.4%9.6% conv. - **navy blue mascara**10K/yr-0.3%8.0% conv. - **blue mascara for eyes**13K/yr-2.7%12.6% conv. - **mascara blue**3K/yr-3.8%8.3% conv. - **navy mascara for older women**4K/yr-14.4%10.5% conv. - **electric blue mascara**3K/yr-22.8%16.1% conv. [**All search terms **](https://flapen.com/research/uk/beauty/blue-mascara/search-terms)
## **Top blue 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.
0%5%£3K10%£7K15%£10K20%£13K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Maybelline Blue Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Infused with Bamboo Extract Colour: Blue Mist**Maybelline**£6.64**4.3★115,471 rev](https://www.amazon.co.uk/dp/B0CJ5GBZPC) [2**essence I LOVE EXTREME BLUE crazy volume mascara longlasting curling extreme volumizing colour intense (12ml)**Essence Cosmetics**£2.66**4.5★980 rev](https://www.amazon.co.uk/dp/B0D5KL35F9) [3**5D Silk Fiber Eyelash Mascara Blue Volume Mascara with Soft Brush Lash Sensational Volumizing and Thickening Mascaras Long-Lasting Waterproof No Smudge Mascaras with False Lash Effect**LOPHE**£3.19**4.2★2,341 rev](https://www.amazon.co.uk/dp/B0CWV4FX96) [4**MUA Makeup Academy Stop The Search Mascara French Navy Blue - Vegan & Cruelty Free (Pack of 1)**MUA**£4.85**4.4★83 rev](https://www.amazon.co.uk/dp/B0GR1BTNSB) [5**Max Factor 2000 Calorie Dramatic Volume Mascara 04 Navy 9 ml (Pack of 1) Packaging May Vary**Max Factor**£4.98**4.3★12,348 rev](https://www.amazon.co.uk/dp/B008X7BYZ2)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**MUA Makeup Academy Stop The Search Mascara French Navy Blue - Vegan & Cruelty Free (Pack of 1)**MUA**£4.85**83 rev4mo ago](https://www.amazon.co.uk/dp/B0GR1BTNSB) [**Maybelline Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Full Volume Mascara Colour: Navy**Maybelline**£9.84**115,471 rev6mo ago](https://www.amazon.co.uk/dp/B0FY76R4M6) [**QIUFSSE Blue Mascara and Eyeliner Set 5D Colored Mascara for Eyelashes**QIUFSSE**£6.68**13 rev9mo ago](https://www.amazon.co.uk/dp/B0FX3VDCZ9) [**Navy Blue Waterproof Tubing Mascara Volumizing & Curling for Luscious Lashes Smudge-Proof Long-Lasting Eye Makeup Bold Lash Styles Easy Removal for Older Women & Sensitive Eyes (Blue)**Generic**£3.80**26 rev10mo ago](https://www.amazon.co.uk/dp/B0FRLJYQHJ) [**essence I LOVE EXTREME BLUE crazy volume mascara longlasting curling extreme volumizing colour intense (12ml)**Essence Cosmetics**£2.66**980 rev1y ago](https://www.amazon.co.uk/dp/B0D5KL35F9)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Maybelline Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Full Volume Mascara Colour: Navy**Maybelline**£9.84**4.3★**▲ 268%**](https://www.amazon.co.uk/dp/B0FY76R4M6) [**LOréal Paris Blue Mascara Volume Million Lashes Panorama Chromatic Mascara Up to 1.4x Bigger-Looking Eyes Up to 24 Hour Wear Smudge and Clump Resistant Shade Bleu Suede**L'Oreal Paris**£8.10**4.2★**▲ 201%**](https://www.amazon.co.uk/dp/B00MYL9CUW) [**MUA Makeup Academy Stop The Search Mascara French Navy Blue - Vegan & Cruelty Free (Pack of 1)**MUA**£4.85**4.4★**▲ 193%**](https://www.amazon.co.uk/dp/B0GR1BTNSB) [**QIUFSSE Blue Mascara and Eyeliner Set 5D Colored Mascara for Eyelashes**QIUFSSE**£6.68**4.0★**▲ 134%**](https://www.amazon.co.uk/dp/B0FX3VDCZ9) [**essence I LOVE EXTREME BLUE crazy volume mascara longlasting curling extreme volumizing colour intense (12ml)**Essence Cosmetics**£2.66**4.5★**▲ 126%**](https://www.amazon.co.uk/dp/B0D5KL35F9)
**~~View all trending →~~**
## **What buyers say about blue mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**41%
*“A fantastic everyday mascara”*
**Color**13%
*“Beautiful blue”*
**Value For Money**9%
*“Excellent value”*
**Quality-Overall**6%
*“Amazing quality”*
**Ease Of Use**4%
*“The brush is easy to use”*
**Advertised Vs Actual Product**3%
*“Does the job”*
**Smudge Resistance**3%
*“No flaking or smudging”*
**Durability**2%
*“stays on well”*
**Ease Of Application**2%
*“It was smooth to apply”*
**Gifting Purpose**1%
*“Seems to be good. good gift”*
### **What buyers complain about **
**Moist/Dry**17%
*“Very dry”*
**Product Condition**11%
*“This product is not new”*
**Eyelash Quality**9%
*“The mascara didn't do as it says”*
**Quality-Overall**7%
*“Bad quality”*
**Color**4%
*“there was no colour to it”*
**Ease Of Application**3%
*“not very good application”*
**Thickness**3%
*“Not as described in the add its not thickening it just clumps”*
**Ease Of Use**3%
*“Impossible to remove”*
**Contamination**3%
*“Eye product without sealing carry risk of contamination”*
**Value For Money**2%
*“Expensive mistake”*
### **Top return reasons **
**Color**50%
**Moist/Dry**30%
**Advertised Vs Actual Product**7%
**Dilute/Watery**7%
**Eyelash Quality**7%
## **Common questions**
- **Is blue mascara profitable to sell on Amazon United Kingdom?**
- The niche generates £67K/yr across 24 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -3.5%. Flapen's verdict: Skip it (47/100).
- **How competitive is the blue mascara niche?**
- 16 brands and 284 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 72% of demand.
- **What do buyers complain about in blue mascara?**
- Top complaints mined from reviews: Moist/Dry, Product Condition, Eyelash Quality. The return rate is 0.1%.
- **When does demand for blue mascara peak?**
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- **What does it cost to enter the blue mascara niche?**
- Listings span £2.63–£12.68; the average listing price is £6.35 (sweet spot $15–$100). The average incumbent carries 16,983 reviews — the moat a new listing must climb.
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