---
title: "Refy Mascara — £687K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/refy-mascara"
last_updated: "2026-08-09T15:52:39.792Z"
locale: en
meta:
description: "Niche score 45/100 · £687K/yr market · 705K searches/yr · £6.97 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · £687K/yr market · 705K searches/yr · £6.97 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Refy Mascara — £687K/yr Amazon UK Niche (2026) - Flapen"
---
# **refy mascara**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 68Growth 16Conversion 96Competition 17Returns 100Price range 0Avg price 19Brand share 0Review moat 23Quality gap 77
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.0%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****£687K**
£687K/yr · 705K searches
**Review moat**
**Bad****7,251**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£6.97**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****80%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-18.8%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£5.29–£9.12**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KSpike '26Feb '26Mar '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/beauty/refy-mascara/trend)
## **Top refy mascara search terms**
- **loreal mascara**196K/yr-15.6%7.7% conv. - **telescopic mascara**135K/yr-4.0%16.4% conv. - **elf mascara**68K/yr-1.0%9.8% conv. - **loreal telescopic mascara black**54K/yr-10.5%19.0% conv. - **loreal extentionist mascara**24K/yr-58.2%13.7% conv. - **uk lash mascara**21K/yr+0.4%12.2% conv. - **loreal telescopic mascara**22K/yr-16.3%14.0% conv. - **mascara loreal**18K/yr-8.9%6.1% conv. - **loreal mascara telescopic**16K/yr-5.8%16.0% conv. - **elf mascara black**20K/yr-14.4%14.9% conv. [**All search terms **](https://flapen.com/research/uk/beauty/refy-mascara/search-terms)
## **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.
0%15%£103K30%£206K45%£309K60%£412K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[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**£5.46**4.3★13,591 rev](https://www.amazon.co.uk/dp/B0078MF1PC) [2**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**£8.81**4.3★1,282 rev](https://www.amazon.co.uk/dp/B0FPX87BRC) [3**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**£6.01**4.2★6,078 rev](https://www.amazon.co.uk/dp/B0078MA4QS) [4**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**£6.60**4.3★11,885 rev](https://www.amazon.co.uk/dp/B0CJ5GW8RY) [5**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.**£5.29**4.4★11,123 rev](https://www.amazon.co.uk/dp/B0BT1PMM5J)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**£8.81**1,282 rev9mo ago](https://www.amazon.co.uk/dp/B0FPX87BRC) [**Uklash Volume Boost Mascara 7 g For Volumizing & Fuller Lashes**UKLASH**£8.90**343 rev1y ago](https://www.amazon.co.uk/dp/B0BW7LPFRB) [**UKLASH Lengthening Mascara (Mascara) - Black Extra-Black Pigmented Water-Resistant Vegan-Friendly Paraben-Free Cruelty-Free Lengthening Formula with Double-Sided Silicone Wand**UKLASH**£9.12**460 rev1y ago](https://www.amazon.co.uk/dp/B0DJMN8XPF) [**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**£7.24**951 rev1y ago](https://www.amazon.co.uk/dp/B0DGQRPBW3) [**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.**£5.95**9,003 rev2y ago](https://www.amazon.co.uk/dp/B0CPFY2SZM)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£7.24**4.4★**▲ 54%**](https://www.amazon.co.uk/dp/B0DGQRPBW3) [**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**£8.81**4.3★**▲ 31%**](https://www.amazon.co.uk/dp/B0FPX87BRC) [**UKLASH Lengthening Mascara (Mascara) - Black Extra-Black Pigmented Water-Resistant Vegan-Friendly Paraben-Free Cruelty-Free Lengthening Formula with Double-Sided Silicone Wand**UKLASH**£9.12**4.1★**— 6%**](https://www.amazon.co.uk/dp/B0DJMN8XPF) [**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**£5.46**4.3★**— 4%**](https://www.amazon.co.uk/dp/B0078MF1PC) [**LOreal Mascara Black 10 ml (Pack of 1)**L'Oreal Paris**£7.61**4.4★**— 0%**](https://www.amazon.co.uk/dp/B003DKJGO0)
**~~View all trending →~~**
## **What buyers say about refy mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**50%
*“Great with a lash lift”*
**Quality-Overall**7%
*“Brilliant performance”*
**Value For Money**7%
*“Best price”*
**Smudge Resistance**6%
*“lasts all day without smudging”*
**Ease Of Use**3%
*“Easy to use”*
**Water Resistance**2%
*“Definitely water proof”*
**Ease Of Application**2%
*“Applies smoothly”*
**Advertised Vs Actual Product**2%
*“Does what it says”*
**Brush Quality**2%
*“Nice brush for easy application”*
**Durability**2%
*“Seems to have lasted well so far”*
### **What buyers complain about **
**Eyelash Quality**14%
*“it's too much on the eyelashes”*
**Smudge Resistance**10%
*“Not smudge proof”*
**Moist/Dry**9%
*“Very dry”*
**Quality-Overall**8%
*“This is concerning as the quality is also clumpy”*
**Ease Of Use**7%
*“Impossible to remove”*
**Value For Money**5%
*“Overpriced”*
**Product Condition**3%
*“Appears used”*
**Thickness**3%
*“Very thick mixture”*
**Advertised Vs Actual Product**3%
*“Not as it used to be or should be”*
**Water Resistance**2%
*“Good product, wish I had have gone with a water proof mascara because this one comes of with water quite easily”*
### **Top return reasons **
**Eyelash Quality**14%
**Moist/Dry**13%
**Advertised Vs Actual Product**13%
**Eyeliner Quality**9%
**Ease Of Use**9%
**Quality-Overall**7%
**Value For Money**4%
**Water Resistance**4%
**Defective Material/Parts**3%
**Functionality-Overall**3%
## **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.
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