Mascara
Mascara shows low returns (0.0%), but prices mostly outside the sweet spot ($2.81–$9.66) keeps it on the watch list.
Flapen Score
Top 22% of 2,481 Beauty niches · +6 vs the category median of 47
Is Mascara profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Mascara is a £3.3M/yr Amazon United Kingdom market (4.8M searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Dec. Verdict: Worth a look — 53/100.
Mascara: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved +3.8% over the last 90 days and 13.2% of searches end in a purchase.
£3.3M
revenue / yr
Who owns the niche?
The top 5 brands hold 93% of demand, so 7% of the market is open.
7%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.
0/100
page quality · 17 products
Top Mascara products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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
- Price
- £6.21
- Rating
- 4.3/5
- Reviews
- 115,471
- Age
- 5y ago
Maybelline Mascara Lash Sensational Volumizing & Thickening Eyelash Lengthening Flake Free Formula Layer Reveal Brush Defining Mascara Maybelline New York Shade: Very Black
- Price
- £5.29
- Rating
- 4.4/5
- Reviews
- 73,749
- Age
- 11y ago
Rimmel Extra 3D Lash Volumising Mascara 8 ml (Pack of 1) Black
- Price
- £3.03
- Rating
- 4.4/5
- Reviews
- 28,576
- Age
- 11y ago
LOréal Paris Mascara Telescopic Original Mascara to Achieve Dramatic Length & Definition Up to +71% Lengthening Effect Smudge-Resistant and Long-Wearing Formula for Up to 36H Wear 8ml
- Price
- £5.46
- Rating
- 4.3/5
- Reviews
- 13,591
- Age
- 15y ago
Maybelline Mascara Lash Sensational Waterproof Mascara Volumizing and Thickening Maybelline New York Lengthening Flake Free Formula Colour: Black
- Price
- £5.91
- Rating
- 4.4/5
- Reviews
- 73,749
- Age
- 11y ago
Trending
90-day click momentum
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
- Price
- £9.66
- Rating
- 4.3/5
- Reviews
- 295
- Age
- 3mo ago
Essence - I love extreme Crazy Volume - Mascara for extreme volume
- Price
- £2.81
- Rating
- 4.3/5
- Reviews
- 30,134
- Age
- 5y ago
Sky High Washable Mascara with Volume Cosmic Black 0.24 ml
- Price
- £8.11
- Rating
- 4.6/5
- Reviews
- 10,816
- Age
- 3y ago
MAX FACTOR - False Lash Effect Mascara - Volumising Formula Pro-Vitamin B5 Clump-Free Flake-Free Smudge-Proof - 01 Black - 13.1ml
- Price
- £5.29
- Rating
- 4.2/5
- Reviews
- 14,761
- Age
- 17y ago
Maybelline Mascara Lash Sensational Waterproof Mascara Volumizing and Thickening Maybelline New York Lengthening Flake Free Formula Colour: Black
- Price
- £5.91
- Rating
- 4.4/5
- Reviews
- 73,749
- Age
- 11y ago
Newest
by launch dateMaybelline 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
- Price
- £9.66
- Rating
- 4.3/5
- Reviews
- 295
- Age
- 3mo ago
Sky High Washable Mascara with Volume Cosmic Black 0.24 ml
- Price
- £8.11
- Rating
- 4.6/5
- Reviews
- 10,816
- Age
- 3y ago
e.l.f. Lash N Roll Mascara Curling Mascara For Visibly Lifted Lashes Lifts & Separates Lashes. Long-Lasting Formula Vegan & Cruelty-Free Black
- Price
- £5.29
- Rating
- 4.4/5
- Reviews
- 11,123
- Age
- 3y ago
Maybelline Brown Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Infused with Bamboo Extract Colour: Brown
- Price
- £6.39
- Rating
- 4.3/5
- Reviews
- 115,471
- Age
- 3y ago
Maybelline Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Waterproof Mascara Full Volume Mascara Colour: Black
- Price
- £6.32
- Rating
- 4.3/5
- Reviews
- 115,471
- Age
- 5y ago
Competition: brands, sellers & click share
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.
Brands
8 rising
Sellers
344
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
64%
Top 20: 100%
Open market
4%
- Maybelline66%
- Rimmel14%
- L'Oreal Paris6%
- Technic4%
- Max Factor4%
- e.l.f.2%
- Open — no brand owns it (2 brands, 4%)
Mascara demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Dec · busiest ÷ quietest = 1.7×
Top Mascara search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- mascara1.9M/yr
- maybelline mascara651K/yr
- mascara black600K/yr
- waterproof mascara339K/yr
- mascara waterproof205K/yr
- sky high mascara maybelline205K/yr
- maybelline sky high mascara78K/yr
- rimmel mascara156K/yr
- mascara for older women129K/yr
- black mascara90K/yr
What reviews say buyers love and hate about Mascara
What buyers mention most, as a share of all reviews.
What buyers love
85% of reviews“Leaves lovely eyelashs”
“Great value”
“overall performed well”
“Just what I wanted”
“Great lengh and waterproof, justbwhat i wanted”
What buyers complain about
63% of reviews“Dry and crumbly”
“it's too much on the eyelashes”
“This is not the usual quality - probably a fake”
“Used item”
“NOT waterproof”
Mascara return rate & reasons
Why buyers send it back, as a share of all return requests.
0.0%
Return rate
0%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Mascara questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
