---
title: "Waterproof Mascara — £664K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/waterproof-mascara"
last_updated: "2026-08-09T14:46:05.757Z"
locale: en
meta:
description: "Niche score 56/100 · £664K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · £664K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Waterproof Mascara — £664K/yr Amazon UK Niche (2026) - Flapen"
---
# **waterproof mascara**
**Worth a look**
Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 67Growth 49Conversion 96Competition 51Returns 100Price range 5Avg price 17Brand share 23Review moat 16Quality gap 76
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.8%**
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****£664K**
£664K/yr · 822K searches
**Competition**
**Good****55%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+18.9%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£6.28**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****20,107.61**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Bad****£3.31–£15.67**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/waterproof-mascara/trend)
## **Top waterproof mascara search terms**
- **waterproof mascara**339K/yr+30.2%9.8% conv. - **mascara waterproof**205K/yr+8.6%9.3% conv. - **waterproof mascara black**72K/yr+17.5%11.2% conv. - **maybelline waterproof mascara**26K/yr+17.1%9.6% conv. - **maybelline mascara waterproof**26K/yr+6.8%9.4% conv. - **mascara black waterproof**23K/yr-2.8%10.2% conv. - **sky high mascara maybelline waterproof**16K/yr+26.5%5.5% conv. - **water proof mascara in black**13K/yr+29.1%10.3% conv. - **black waterproof mascara**14K/yr+4.9%10.8% conv. - **waterproof black mascara**10K/yr+9.9%10.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/waterproof-mascara/search-terms)
## **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.
0%4%£27K8%£53K12%£80K16%£106K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Maybelline Mascara Lash Sensational Waterproof Mascara Volumizing and Thickening Maybelline New York Lengthening Flake Free Formula Colour: Black**Maybelline**£5.91**4.4★73,749 rev](https://www.amazon.co.uk/dp/B00VP2SSFG) [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**£6.21**4.3★115,471 rev](https://www.amazon.co.uk/dp/B08WR5CPNB) [3**Rimmel 100% Waterproof Long-lasting Mascara Black 8ml**Rimmel**£3.78**4.2★6,244 rev](https://www.amazon.co.uk/dp/B01LTHN2WA) [4**Revolution Beauty Big Lash Volume Waterproof Mascara Volumising & Lengthening with a Lightweight Feel Fast-Drying Vegan & Cruelty-Free Jet Black**Makeup Revolution**£3.39**4.3★2,597 rev](https://www.amazon.co.uk/dp/B08Z5MRVHF) [5**Technic Mega Lash Water Resistant Mascara - Vegan Ultra Black Water Resistant Hard wearing Smudge-Proof Lash Building Formula For Volume Glam Lashes - 12ml**Technic**£3.55**4.3★12,402 rev](https://www.amazon.co.uk/dp/B0721DQFPP)
**~~View all top sellers →~~**
### **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**£9.66**295 rev3mo ago](https://www.amazon.co.uk/dp/B0G52CKKMT) [**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) [**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**£6.58**10,302 rev2y ago](https://www.amazon.co.uk/dp/B0CQ31SX8J) [**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**£6.97**985 rev3y ago](https://www.amazon.co.uk/dp/B06XX2LPT4) [**Rimmel London Thrill Seeker Mascara Waterproof**Rimmel**£4.05**2,911 rev3y ago](https://www.amazon.co.uk/dp/B0C7WHP22W)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£9.66**4.3★**▲ 278%**](https://www.amazon.co.uk/dp/B0G52CKKMT) [**Maybelline New York Instant Lash Lift Look the Falsies Lengthening Volumising Mascara Waterproof 01 Black 3600531604752 1 Count (Pack of 1)**L'Oreal Paris**£8.00**4.3★**▲ 88%**](https://www.amazon.co.uk/dp/B082XR87CJ) [**MAX FACTOR - False Lash Effect Mascara - Volumising Formula Pro-Vitamin B5 Clump-Free Flake-Free Smudge-Proof - 01 Black - 13.1ml**Max Factor**£5.29**4.2★**▲ 77%**](https://www.amazon.co.uk/dp/B001VNCA0S) [**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**£6.21**4.3★**▲ 70%**](https://www.amazon.co.uk/dp/B08WR5CPNB) [**Barry M Cosmetics Waterproof Mascara Thats How i Roll (Packing may vary)**Barry M**£4.24**4.3★**▲ 58%**](https://www.amazon.co.uk/dp/B06XZJZV51)
**~~View all trending →~~**
## **What buyers say about waterproof mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**42%
*“Great with a lash lift”*
**Value For Money**10%
*“Great value”*
**Quality-Overall**8%
*“Amazing quality”*
**Water Resistance**7%
*“Definitely waterproof”*
**Smudge Resistance**4%
*“Doesnt smudge”*
**Ease Of Use**4%
*“Easy to use”*
**Advertised Vs Actual Product**4%
*“it was exactly what I wanted”*
**Ease Of Application**2%
*“Work really well and applies nicely”*
**Durability**2%
*“Lasts well throughout the day”*
**Color**2%
*“great colour”*
### **What buyers complain about **
**Moist/Dry**15%
*“Dried up”*
**Eyelash Quality**9%
*“Hardly any mascara in the tube”*
**Water Resistance**8%
*“NOT WATERPROOF”*
**Quality-Overall**8%
*“The item I received is super low quality”*
**Product Condition**7%
*“Used item”*
**Ease Of Use**5%
*“Difficult to remove”*
**Smudge Resistance**4%
*“Not smudge proof”*
**Value For Money**3%
*“Not worth the cost”*
**Thickness**2%
*“Not as described in the add its not thickening it just clumps”*
**Allergies**2%
*“My eyes also felt slightly irritated”*
### **Top return reasons **
**Water Resistance**42%
**Moist/Dry**12%
**Product Condition**11%
**Value For Money**8%
**Quality-Overall**6%
**Smudge Resistance**6%
**Size-Overall**3%
**Smell**3%
**Functionality-Overall**3%
**Protection**3%
## **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.
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