mascara
Worth a lookShows low returns (0.0%), but prices mostly outside the sweet spot ($2.81–$9.66) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Market size
Incredible£3.3M£3.3M/yr · 4.8M searches
Conversion
Incredible13.2%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Okay64%top-5 click share — leaders hold, buyers still browse
Growth
Okay+3.8%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
Avg price
Bad£5.22avg listing price — sweet spot $15–$100
Review moat
Bad38,363.59avg incumbent reviews — the moat a new listing must climb
Price range
Bad£2.81–£9.66cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 21, 2026 · scored weekly · How we score niches
mascara market data
- Units sold / yr
- 600K–800K
- avg 30,000–40,000/product
- Revenue / yr
- £3.1M–£4.2M
- units × avg price
- Conversion rate
- 13.2%
- Avg BSR
- #10
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 71%
- Out of stock
- 0.0%
- Avg brand age
- 50 months
- Avg seller age
- 141 days
Competition & brand 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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.8% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.7×
Top mascara search terms
- 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
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 17 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 Mascara Lash Sensational Volumizing & Thickening Eyelash Lengthening Flake Free Formula Layer Reveal Brush Defining Mascara Maybelline New York Shade: Very Black
Maybelline£5.294.4★73,749 rev
Rimmel Extra 3D Lash Volumising Mascara 8 ml (Pack of 1) Black
Rimmel£3.034.4★28,576 rev
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
L'Oreal Paris£5.464.3★13,591 rev
Maybelline Mascara Lash Sensational Waterproof Mascara Volumizing and Thickening Maybelline New York Lengthening Flake Free Formula Colour: Black
Maybelline£5.914.4★73,749 rev
Newest
by launch date
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
Sky High Washable Mascara with Volume Cosmic Black 0.24 ml
Maybelline£8.1110,816 rev
e.l.f. Lash N Roll Mascara Curling Mascara For Visibly Lifted Lashes Lifts & Separates Lashes. Long-Lasting Formula Vegan & Cruelty-Free Black
e.l.f.£5.2911,123 rev
Maybelline Brown Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Infused with Bamboo Extract Colour: Brown
Maybelline£6.39115,471 rev
Maybelline Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Waterproof Mascara Full Volume Mascara Colour: Black
Maybelline£6.32115,471 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★
Essence - I love extreme Crazy Volume - Mascara for extreme volume
Essence Cosmetics£2.814.3★
Sky High Washable Mascara with Volume Cosmic Black 0.24 ml
Maybelline£8.114.6★
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★
Maybelline Mascara Lash Sensational Waterproof Mascara Volumizing and Thickening Maybelline New York Lengthening Flake Free Formula Colour: Black
Maybelline£5.914.4★
What buyers say about mascara
What buyers praise and complain about, mined from review topics.What buyers love
“Leaves lovely eyelashs”
“Great value”
“overall performed well”
“Just what I wanted”
“Great lengh and waterproof, justbwhat i wanted”
“Easy to use”
“Doesnt smudge”
“Work really well and applies nicely”
“great colour”
“Durable and long lasting”
What buyers complain about
“Dry and crumbly”
“it's too much on the eyelashes”
“This is not the usual quality - probably a fake”
“Used item”
“NOT waterproof”
“Difficult to remove”
“does smudge a bit”
“Waste of money”
“had a break for a few years”
“Caused irritation”
Top return reasons
Common questions
- Is mascara profitable to sell on Amazon United Kingdom?
- The niche generates £3.3M/yr across 17 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +3.8%. Flapen's verdict: Worth a look (53/100).
- How competitive is the mascara niche?
- 8 brands and 344 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in mascara?
- Top complaints mined from reviews: Moist/Dry, Eyelash Quality, Quality-Overall. The return rate is 0.0%.
- When does demand for mascara peak?
- Demand peaks in Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the mascara niche?
- Listings span £2.81–£9.66; the average listing price is £5.22 (sweet spot $15–$100). The average incumbent carries 38,364 reviews — the moat a new listing must climb.