refy mascara
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible14.0%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Market size
Good£687K£687K/yr · 705K searches
Review moat
Bad7,251avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.97avg listing price — sweet spot $15–$100
Competition
Bad80%top-5 click share — a locked-up shelf
Growth
Bad-18.8%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£5.29–£9.12cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, refy mascara is a £687K/yr Amazon United Kingdom market (705K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 45/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
refy mascara market data
- Units sold / yr
- 80K–100K
- avg 6,000–8,000/product
- Revenue / yr
- £558K–£697K
- units × avg price
- Conversion rate
- 14.0%
- Avg BSR
- #17
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 91%
- Out of stock
- 0.0%
- Avg brand age
- 45 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products capture 80% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
170
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
80%
Top 20: 100%
Open market
0%
- L'Oreal Paris84%
- e.l.f.10%
- UKLASH6%
Demand
Weekly Amazon search volume, last 24 weeks — -18.8% search growth over the last 90 days.Top refy mascara search terms
- loreal mascara196K/yr
- telescopic mascara135K/yr
- elf mascara68K/yr
- loreal telescopic mascara black54K/yr
- loreal extentionist mascara24K/yr
- uk lash mascara21K/yr
- loreal telescopic mascara22K/yr
- mascara loreal18K/yr
- loreal mascara telescopic16K/yr
- elf mascara black20K/yr
Top refy 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 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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
LOréal Paris Black Mascara Telescopic Extensionist Mascara Extended Length Volume and Curl Instant Lash Lift Effect Up to 24H Hold Does Not Flake Off Smudge Resistant Black 1 x 9.9ml
L'Oreal Paris£8.814.3★1,282 rev
LOréal Paris Mascara Telescopic Mascara Extra Black for Intense Definition & Length Precise Application Brush for Up to 71% Lengthening Effect* Smudge-Proof and Ophthalmologist Tested
L'Oreal Paris£6.014.2★6,078 rev
LOreal Paris Volumising Mascara For Intense Volume and a Fanned Out Effect 1.4x Bigger Looking Eyes Clump-free Formula Suitable for Sensitive Eyes Volume Million Lashes Panorama
L'Oreal Paris£6.604.3★11,885 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.£5.294.4★11,123 rev
Newest
by launch dateLOréal Paris Black Mascara Telescopic Extensionist Mascara Extended Length Volume and Curl Instant Lash Lift Effect Up to 24H Hold Does Not Flake Off Smudge Resistant Black 1 x 9.9ml
L'Oreal Paris£8.811,282 rev
Uklash Volume Boost Mascara 7 g For Volumizing & Fuller Lashes
UKLASH£8.90343 rev
UKLASH Lengthening Mascara (Mascara) - Black Extra-Black Pigmented Water-Resistant Vegan-Friendly Paraben-Free Cruelty-Free Lengthening Formula with Double-Sided Silicone Wand
UKLASH£9.12460 rev
LOréal Paris Mascara Telescopic Original Waterproof Mascara to Achieve Dramatic Lash Length Smudge-Proof Long-Wearing Formula for All-Day Wear Black
L'Oreal Paris£7.24951 rev
e.l.f. Lash XTNDR Mascara Long-Lasting & Buildable For The Look Of Lash Extensions Clump & Flake Free Vegan & Cruelty-Free Pitch Black
e.l.f.£5.959,003 rev
Trending
90-day click momentumLOréal Paris Mascara Telescopic Original Waterproof Mascara to Achieve Dramatic Lash Length Smudge-Proof Long-Wearing Formula for All-Day Wear Black
L'Oreal Paris£7.244.4★
LOréal Paris Black Mascara Telescopic Extensionist Mascara Extended Length Volume and Curl Instant Lash Lift Effect Up to 24H Hold Does Not Flake Off Smudge Resistant Black 1 x 9.9ml
L'Oreal Paris£8.814.3★
UKLASH Lengthening Mascara (Mascara) - Black Extra-Black Pigmented Water-Resistant Vegan-Friendly Paraben-Free Cruelty-Free Lengthening Formula with Double-Sided Silicone Wand
UKLASH£9.124.1★
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★
LOreal Mascara Black 10 ml (Pack of 1)
L'Oreal Paris£7.614.4★
What buyers say about refy mascara
What buyers praise and complain about, mined from review topics.What buyers love
“Great with a lash lift”
“Brilliant performance”
“Best price”
“lasts all day without smudging”
“Easy to use”
“Definitely water proof”
“Applies smoothly”
“Does what it says”
“Nice brush for easy application”
“Seems to have lasted well so far”
What buyers complain about
“it's too much on the eyelashes”
“Not smudge proof”
“Very dry”
“This is concerning as the quality is also clumpy”
“Impossible to remove”
“Overpriced”
“Appears used”
“Very thick mixture”
“Not as it used to be or should be”
“Good product, wish I had have gone with a water proof mascara because this one comes of with water quite easily”
Top return reasons
Common questions
- Is refy mascara profitable to sell on Amazon United Kingdom?
- The niche generates £687K/yr across 11 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -18.8%. Flapen's verdict: Skip it (45/100).
- How competitive is the refy mascara niche?
- 3 brands and 170 sellers compete. The top 5 products take 80% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in refy mascara?
- Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Moist/Dry. The return rate is 0.0%.
- What does it cost to enter the refy mascara niche?
- Listings span £5.29–£9.12; the average listing price is £6.97 (sweet spot $15–$100). The average incumbent carries 7,251 reviews — the moat a new listing must climb.