brown mascara
Worth a lookShows low returns (0.1%), but pricing outside the sweet spot ($6.22 avg) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great10.7%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Market size
Good£382K£382K/yr · 573K searches
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Brand share
Okay77%top-5 brand share — brands hold most of the demand
Price range
Bad£2.07–£19.16cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-5.6%90-day search growth — must beat 0% to launch
Review moat
Bad15,275.61avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.22avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, brown mascara is a £382K/yr Amazon United Kingdom market (573K searches/yr). The top 5 brands hold 77% of demand. Verdict: Worth a look — 54/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
brown mascara market data
- Units sold / yr
- 50K–60K
- avg 2,500–3,000/product
- Revenue / yr
- £311K–£373K
- units × avg price
- Conversion rate
- 10.7%
- Avg BSR
- #72
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 90%
- Out of stock
- 0.3%
- Avg brand age
- 46 months
- Avg seller age
- 142 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
15 rising
Sellers
344
Top-5 brand share
77%
Top 20: 100%
Top-5 click share
53%
Top 20: 90%
Open market
18%
- Maybelline39%
- e.l.f.11%
- Technic10%
- L'Oreal Paris9%
- Rimmel8%
- Essence Cosmetics5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top brown mascara search terms
- brown mascara333K/yr
- mascara brown47K/yr
- brown waterproof mascara32K/yr
- brown mascara waterproof31K/yr
- waterproof mascara brown17K/yr
- waterproof brown mascara16K/yr
- brown mascara for older women13K/yr
- maybelline brown mascara11K/yr
- dark brown mascara10K/yr
- maybelline mascara brown10K/yr
Top brown 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Maybelline Brown Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Infused with Bamboo Extract Colour: Brown
Maybelline£6.394.3★115,471 rev
Maybelline Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Mascara Infused with Bamboo Extract Full Volume Mascara Colour: Black
Maybelline£6.214.3★115,471 rev
Maybelline New York Lash Sensational Full Fan Effect Mascara 06 Burgundy Brown Other 9.5 ml
Maybelline£6.954.5★6,135 rev
Technic Mega Lash Brown Mascara - Vegan Brown Hard Wearing Smudge-Proof Lash Building Formula For Volume Glam Lashes - 12ml
Technic£3.564.3★12,402 rev
e.l.f. Lash N Roll Mascara Curling Mascara for Visibly Lifted Eyelashes Lifts and Separates Eyelashes Long-Lasting Formula Vegan & Cruelty Free Deep Brown 9.2 g
e.l.f.£4.634.4★11,123 rev
Newest
by launch date
Brown Mascara for Older Women Waterproof Volumising & Lengthening Mascara for Thinning Aging Lashes Gentle on Sensitive Eyes(2-Pack)
Getue£8.2711 rev
LOréal Paris Brown Mascara Volume Million Lashes Panorama Chromatic Mascara Up to 1.4x Bigger-Looking Eyes Up to 24 Hour Wear Smudge and Clump Resistant Brun Leather
L'Oreal Paris£7.58340 rev
Waterproof Brown Mascara Long-Lasting for Voluminous & Lengthy Lashes Waterproof Mascara for Mature Women Clump Free & Smudge Proof Natural & Gentle mascara Buildable for Brown Lash Extensions
CiLiHai£3.3420 rev
MUA Makeup Academy High Impact & Magnifying Mascara Brown Vegan & Cruelty Free 6 ml
MUA£2.07147 rev
Rimmel Thrill Seeker Extreme Mascara 002 Cappuccino Ultra Volumising Lengthens and Lifts Lashes Up To 24-Hour Wear Big Tower Fibre Brush Smudge-Proof Flake-Free Clump-Free Vegan 12.5ml
Rimmel£7.2373 rev
Trending
90-day click momentumBrown Mascara for Older Women Waterproof Volumising & Lengthening Mascara for Thinning Aging Lashes Gentle on Sensitive Eyes(2-Pack)
Getue£8.274.3★
LOréal Paris Brown Mascara Volume Million Lashes Panorama Chromatic Mascara Up to 1.4x Bigger-Looking Eyes Up to 24 Hour Wear Smudge and Clump Resistant Brun Leather
L'Oreal Paris£7.584.2★
Waterproof Brown Mascara Long-Lasting for Voluminous & Lengthy Lashes Waterproof Mascara for Mature Women Clump Free & Smudge Proof Natural & Gentle mascara Buildable for Brown Lash Extensions
CiLiHai£3.344.4★
MAX FACTOR - False Lash Effect Mascara - Volumising Formula Pro-Vitamin B5 Clump-Free Flake-Free Smudge-Proof - 01 Black - 13.1ml
Max Factor£5.294.2★
e.l.f. Lash N Roll Mascara Curling Mascara for Visibly Lifted Eyelashes Lifts and Separates Eyelashes Long-Lasting Formula Vegan & Cruelty Free Deep Brown 9.2 g
e.l.f.£4.634.4★
What buyers say about brown mascara
What buyers praise and complain about, mined from review topics.What buyers love
“Leaves lovely eyelashs”
“Good for the money”
“Looks natural”
“Good quality and arrived exactly as described”
“Easy to use”
“Doesnt smudge”
“Smooth application”
“Does what it says”
“Great colour and waterproof”
“I love the brush, no clumps, natural look”
What buyers complain about
“Dried out”
“Heavy and Clumpy on eyelashes”
“Average quality”
“Not new”
“Bit dark for me”
“Allergic Reaction”
“Difficult to remove”
“Not waterproof”
“does smudge a bit”
“it looks more expensive than it is”
Top return reasons
Common questions
- Is brown mascara profitable to sell on Amazon United Kingdom?
- The niche generates £382K/yr across 31 tracked products. 3 of 5 products launched in the last 360 days are still selling. 90-day search growth is -5.6%. Flapen's verdict: Worth a look (54/100).
- How competitive is the brown mascara niche?
- 15 brands and 344 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 77% of demand.
- What do buyers complain about in brown mascara?
- Top complaints mined from reviews: Moist/Dry, Eyelash Quality, Quality-Overall. The return rate is 0.1%.
- When does demand for brown mascara peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the brown mascara niche?
- Listings span £2.07–£19.16; the average listing price is £6.22 (sweet spot $15–$100). The average incumbent carries 15,276 reviews — the moat a new listing must climb.