coloured mascara
Skip itPrices mostly outside the sweet spot ($2.82–$14.33) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Conversion
Good4.2%search→purchase rate — share of searches ending in a sale
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Growth
Bad-3.5%90-day search growth — must beat 0% to launch
Avg price
Bad£6.44avg listing price — sweet spot $15–$100
Market size
Bad£32K£32K/yr · 118K searches
Review moat
Bad35,351.1avg incumbent reviews — the moat a new listing must climb
Price range
Bad£2.82–£14.33cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, coloured mascara is a £32K/yr Amazon United Kingdom market (118K searches/yr). The top 5 brands hold 89% of demand. Verdict: Skip it — 38/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
coloured mascara market data
- Units sold / yr
- 8K–10K
- avg 500–750/product
- Revenue / yr
- £52K–£64K
- units × avg price
- Conversion rate
- 4.2%
- Avg BSR
- #171
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 80%
- Out of stock
- 8.1%
- Avg brand age
- 43 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
10 rising
Sellers
255
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
8%
- Maybelline54%
- Revolution Beauty London13%
- L'Oreal Paris10%
- Lestpola7%
- Kiko Milano5%
- SHEGLAM3%
- Open — no brand owns it (4 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 84 weeks — -3.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.8×
Top coloured mascara search terms
- burgundy mascara79K/yr
- mulberry mascara16K/yr
- plum mascara11K/yr
- mascara burgundy4K/yr
- maybelline burgundy mascara5K/yr
- maybelline mascara burgundy3K/yr
Top coloured 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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 Blue Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Infused with Bamboo Extract Colour: Blue Mist
Maybelline£6.644.3★115,471 rev
Revolution Wrap Lash Tubing Mascara Smudge-Proof & Water-Resistant for Length & Volume Vegan & Cruelty-Free Burgundy 8.5ml
Revolution Beauty London£5.544.1★506 rev
Burgundy Waterproof Mascara & Eyeliner Set 5D Silk Fiber Liquid Lash Extensions Colored Tubing Mascara Volume and Length Long Wear Smudge-Proof Curling Non-Clumping & Smooth Eyeliner Pen for Women
Lestpola£6.673.9★58 rev
LOréal Paris Burugndy Mascara Volume Million Lashes Panorama Chromatic Mascara Up to 1.4x Bigger-Looking Eyes Up to 24 Hour Wear Smudge and Clump Resistant Bordeaux Cashmere
L'Oreal Paris£8.854.2★340 rev
Newest
by launch date
Profusion Cosmetics Limitless Mascara Burgundy
Profusion Cosmetics£4.170 rev
Maybelline Tubing Mascara Black Lash Sensational Sky High Tubes Mascara with with Shea Butter + Castor Oil Lengthening for Extension-Like Length 24H Smudge-Proof Washable Vegan Sensitive Eyes
Maybelline£9.66295 rev
LOréal Paris Burugndy Mascara Volume Million Lashes Panorama Chromatic Mascara Up to 1.4x Bigger-Looking Eyes Up to 24 Hour Wear Smudge and Clump Resistant Bordeaux Cashmere
L'Oreal Paris£8.85340 rev
Collection Cosmetics Fast Stroke Defining Lash Mascara Volumising and Curling Mascara 9ml Berry
Collection£2.821,179 rev
SHEGLAM All-In-One Volume & Length Mascara-Waterproof-Brugundy
SHEGLAM£5.80480 rev
Trending
90-day click momentumMaybelline Tubing Mascara Black Lash Sensational Sky High Tubes Mascara with with Shea Butter + Castor Oil Lengthening for Extension-Like Length 24H Smudge-Proof Washable Vegan Sensitive Eyes
Maybelline£9.664.3★
Profusion Cosmetics Limitless Mascara Burgundy
Profusion Cosmetics£4.170.0★
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£6.644.3★
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£6.924.3★
Maybelline Gell Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: Burgundy Bliss
Maybelline£4.094.2★
What buyers say about coloured mascara
What buyers praise and complain about, mined from review topics.What buyers love
“Perfect with the lash primer”
“Good color”
“Reasonable price”
“Trusty and reliable brand”
“easy to use”
“Doesnt smudge”
“Smooth application”
“Does what it says”
“Did not break”
“Stick it to me”
What buyers complain about
“Disappointing mascara”
“Not new”
“Darker than I thought”
“Doesn't dry very well”
“not the same quality as the last one I purchased”
“My eyes also felt slightly irritated”
“found it difficult to remove”
“Smudged under eyes every wear”
“open to contamination”
“Flaked after a couple of hours”
Top return reasons
Common questions
- Is coloured mascara profitable to sell on Amazon United Kingdom?
- The niche generates £32K/yr across 20 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -3.5%. Flapen's verdict: Skip it (38/100).
- How competitive is the coloured mascara niche?
- 10 brands and 255 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in coloured mascara?
- Top complaints mined from reviews: Eyelash Quality, Product Condition, Color. The return rate is 0.1%.
- When does demand for coloured mascara peak?
- Demand is steady year-round — the busiest month runs 1.8× the quietest.
- What does it cost to enter the coloured mascara niche?
- Listings span £2.82–£14.33; the average listing price is £6.44 (sweet spot $15–$100). The average incumbent carries 35,351 reviews — the moat a new listing must climb.