waterproof mascara
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible12.8%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Market size
Good£664K£664K/yr · 822K searches
Competition
Good55%top-5 click share — leaders hold, buyers still browse
Growth
Okay+18.9%90-day search growth — must beat 0% to launch
Brand share
Bad91%top-5 brand share — brand-locked demand
Avg price
Bad£6.28avg listing price — sweet spot $15–$100
Review moat
Bad20,107.61avg incumbent reviews — the moat a new listing must climb
Price range
Bad£3.31–£15.67cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, waterproof mascara is a £664K/yr Amazon United Kingdom market (822K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Jul. Verdict: Worth a look — 56/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
waterproof mascara market data
- Units sold / yr
- 100K–125K
- avg 2,500–3,000/product
- Revenue / yr
- £628K–£785K
- units × avg price
- Conversion rate
- 12.8%
- Avg BSR
- #50
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 68%
- Out of stock
- 0.0%
- Avg brand age
- 46 months
- Avg seller age
- 140 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
369
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
55%
Top 20: 92%
Open market
6%
- Maybelline47%
- L'Oreal Paris16%
- Rimmel12%
- Makeup Revolution8%
- Technic7%
- Max Factor3%
- Open — no brand owns it (3 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +18.9% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 1.6×
Top waterproof mascara search terms
- waterproof mascara339K/yr
- mascara waterproof205K/yr
- waterproof mascara black72K/yr
- maybelline waterproof mascara26K/yr
- maybelline mascara waterproof26K/yr
- mascara black waterproof23K/yr
- sky high mascara maybelline waterproof16K/yr
- water proof mascara in black13K/yr
- black waterproof mascara14K/yr
- waterproof black mascara10K/yr
Top waterproof 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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
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
Rimmel 100% Waterproof Long-lasting Mascara Black 8ml
Rimmel£3.784.2★6,244 rev
Revolution Beauty Big Lash Volume Waterproof Mascara Volumising & Lengthening with a Lightweight Feel Fast-Drying Vegan & Cruelty-Free Jet Black
Makeup Revolution£3.394.3★2,597 rev
Technic Mega Lash Water Resistant Mascara - Vegan Ultra Black Water Resistant Hard wearing Smudge-Proof Lash Building Formula For Volume Glam Lashes - 12ml
Technic£3.554.3★12,402 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
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
LOreal Paris Telescopic Lift Waterproof Mascara Specialized Formula for Up to +4.7mm Longer Looking Lashes and 36H Lift That Resists Water Sweat and Smudging Waterproof Black
L'Oreal Paris£6.5810,302 rev
Maybelline New York Mascara with False Eyelash Effect with Hybrid Fibre Technology and Lengthening Helix Brush The Falsies Surreal Mascara Black Waterproof 10 ml
Maybelline£6.97985 rev
Rimmel London Thrill Seeker Mascara Waterproof
Rimmel£4.052,911 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★
Maybelline New York Instant Lash Lift Look the Falsies Lengthening Volumising Mascara Waterproof 01 Black 3600531604752 1 Count (Pack of 1)
L'Oreal Paris£8.004.3★
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 Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Mascara Infused with Bamboo Extract Full Volume Mascara Colour: Black
Maybelline£6.214.3★
Barry M Cosmetics Waterproof Mascara Thats How i Roll (Packing may vary)
Barry M£4.244.3★
What buyers say about waterproof mascara
What buyers praise and complain about, mined from review topics.What buyers love
“Great with a lash lift”
“Great value”
“Amazing quality”
“Definitely waterproof”
“Doesnt smudge”
“Easy to use”
“it was exactly what I wanted”
“Work really well and applies nicely”
“Lasts well throughout the day”
“great colour”
What buyers complain about
“Dried up”
“Hardly any mascara in the tube”
“NOT WATERPROOF”
“The item I received is super low quality”
“Used item”
“Difficult to remove”
“Not smudge proof”
“Not worth the cost”
“Not as described in the add its not thickening it just clumps”
“My eyes also felt slightly irritated”
Top return reasons
Common questions
- Is waterproof mascara profitable to sell on Amazon United Kingdom?
- The niche generates £664K/yr across 28 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +18.9%. Flapen's verdict: Worth a look (56/100).
- How competitive is the waterproof mascara niche?
- 9 brands and 369 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in waterproof mascara?
- Top complaints mined from reviews: Moist/Dry, Eyelash Quality, Water Resistance. The return rate is 0.1%.
- When does demand for waterproof mascara peak?
- Demand peaks in Jul; the busiest month runs 1.6× the quietest.
- What does it cost to enter the waterproof mascara niche?
- Listings span £3.31–£15.67; the average listing price is £6.28 (sweet spot $15–$100). The average incumbent carries 20,108 reviews — the moat a new listing must climb.