Is tubing mascara profitable to sell on Amazon United Kingdom?

The niche generates £175K/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +84.6%. Flapen's verdict: Skip it (48/100).

How competitive is the tubing mascara niche?

4 brands and 149 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in tubing mascara?

Top complaints mined from reviews: Eyelash Quality, Product Condition, Moist/Dry. The return rate is 0.1%.

When does demand for tubing mascara peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the tubing mascara niche?

Listings span £4.78–£15.75; the average listing price is £7.71 (sweet spot $15–$100). The average incumbent carries 19,489 reviews — the moat a new listing must climb.

tubing mascara

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Growth

Great+84.6%

90-day search growth — must beat 0% to launch

Conversion

Great9.3%

search→purchase rate — share of searches ending in a sale

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Market size

Okay£175K

£175K/yr · 245K searches

Avg price

Bad£7.71

avg listing price — sweet spot $15–$100

Review moat

Bad19,489.43

avg incumbent reviews — the moat a new listing must climb

Competition

Bad92%

top-5 click share — a locked-up shelf

Price range

Bad£4.78–£15.75

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, tubing mascara is a £175K/yr Amazon United Kingdom market (245K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 48/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

tubing mascara market data

Units sold / yr: 15K–20K; avg 500–750/product
Revenue / yr: £116K–£154K; units × avg price
Conversion rate: 9.3%
Avg BSR: #17
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.3%
Avg brand age: 41 months
Avg seller age: 142 days

Competition & brand share

The top 5 products capture 92% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 falling

Sellers

149

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

92%

Top 20: 100%

Open market

Maybelline62%
Revolution Beauty London18%
e.l.f.16%
Clinique4%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +84.6% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top tubing mascara search terms

tubing mascara122K/yr +46.9%5.0% conv.
tubing mascara black42K/yr +48.3%6.4% conv.
maybelline tubing mascara12K/yr +407.3%10.2% conv.
sky tubes mascara maybelline5K/yr >1,000%10.4% conv.
revolution mascara16K/yr -0.5%3.9% conv.
maybelline sky tubes mascara4K/yr +791.7%9.0% conv.
tube mascara6K/yr +187.1%5.8% conv.
maybelline sky tubes4K/yr +190.6%7.1% conv.
mascara tubing6K/yr +82.2%5.3% conv.
sky high tubing mascara3K/yr +445.4%9.1% conv.

All search terms

Top tubing 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 7 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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£9.664.3★295 rev

e.l.f. Lash XTNDR Mascara Long-Lasting & Buildable For The Look Of Lash Extensions Clump & Flake Free Vegan & Cruelty-Free Soft Black

e.l.f.£5.664.3★9,003 rev

Revolution Wrap Lash Tubing Mascara Smudge-Proof & Water-Resistant for Length & Volume Vegan & Cruelty-Free Black 8.5ml

Revolution Beauty London£5.944.0★321 rev

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

Revolution Wrap Lash Tubing Mascara Smudge-Proof & Water-Resistant for Length & Volume Vegan & Cruelty-Free Brown 8.5ml

Revolution Beauty London£4.784.1★506 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

3mo ago

Revolution Wrap Lash Tubing Mascara Smudge-Proof & Water-Resistant for Length & Volume Vegan & Cruelty-Free Black 8.5ml

Revolution Beauty London£5.94321 rev

1y ago

Revolution Wrap Lash Tubing Mascara Smudge-Proof & Water-Resistant for Length & Volume Vegan & Cruelty-Free Brown 8.5ml

Revolution Beauty London£4.78506 rev

1y ago

e.l.f. Lash XTNDR Mascara Long-Lasting & Buildable For The Look Of Lash Extensions Clump & Flake Free Vegan & Cruelty-Free Soft Black

e.l.f.£5.669,003 rev

2y ago

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

2y ago

What buyers say about tubing mascara

What buyers praise and complain about, mined from review topics.

What buyers love

Eyelash Quality44%

“Brilliant Everyday Mascara – Great Replacement for My Favourite”

Quality-Overall7%

“Amazing quality”

Value For Money7%

“Excellent value”

Smudge Resistance6%

“Doesnt smudge”

Ease Of Use6%

“easy to use”

Ease Of Application3%

“Work really well and applies nicely”

Color3%

“Love the colour”

Durability2%

“Durable and long lasting”

Advertised Vs Actual Product2%

“Does what it says”

Water Resistance1%

“Waterproof”

What buyers complain about

Eyelash Quality15%

“gives a false lash effect”

Product Condition9%

“Its not new”

Moist/Dry8%

“its bone dry”

Quality-Overall6%

“Because of the lack of quality”

Ease Of Use6%

“difficult to take off”

Adhesion/Stickiness4%

“couldn't get the sticker”

Allergies3%

“caused more irritation than expected”

Value For Money3%

“Poor for the money”

Smudge Resistance3%

“it does still smudge after several hours”

Contamination2%

“Eye product without sealing carry risk of contamination”

Top return reasons

Size-Overall30%

Color14%

Advertised Vs Actual Product11%

Moist/Dry11%

Quality-Overall9%

Functionality-Overall9%

Value For Money5%

Comfort-Overall5%

Water Resistance5%

Coverage2%

Common questions

Is tubing mascara profitable to sell on Amazon United Kingdom?: The niche generates £175K/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +84.6%. Flapen's verdict: Skip it (48/100).
How competitive is the tubing mascara niche?: 4 brands and 149 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in tubing mascara?: Top complaints mined from reviews: Eyelash Quality, Product Condition, Moist/Dry. The return rate is 0.1%.
When does demand for tubing mascara peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the tubing mascara niche?: Listings span £4.78–£15.75; the average listing price is £7.71 (sweet spot $15–$100). The average incumbent carries 19,489 reviews — the moat a new listing must climb.