Is anastasia mascara profitable to sell on Amazon United States?

The niche generates $1.9M/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +1.7%. Flapen's verdict: Worth a look (55/100).

How competitive is the anastasia mascara niche?

2 brands and 4 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in anastasia mascara?

Top complaints mined from reviews: Moist/Dry, Value For Money, Smudge Resistance. The return rate is 1.0%.

When does demand for anastasia mascara peak?

Demand peaks in Jan–Feb; the busiest month runs 2.4× the quietest.

What does it cost to enter the anastasia mascara niche?

Listings span $13.74–$24.80; the average listing price is $19.86 (sweet spot $15–$100). The average incumbent carries 10,369 reviews — the moat a new listing must climb.

anastasia mascara

Worth a look

Shows low returns (1.0%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Returns

Incredible1.0%

return rate — above 5% kills the launch gate

Market size

Great$1.9M

$1.9M/yr · 819K searches

Conversion

Great11.8%

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

Avg price

Great$19.86

avg listing price — sweet spot $15–$100

Price range

Great$13.74–$24.80

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

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Growth

Okay+1.7%

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

Review moat

Bad10,369.14

avg incumbent reviews — the moat a new listing must climb

Competition

Bad94%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, anastasia mascara is a $1.9M/yr Amazon United States market (819K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 55/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

anastasia mascara market data

Units sold / yr: 100K–125K; avg 15,000–20,000/product
Revenue / yr: $2.0M–$2.5M; units × avg price
Conversion rate: 11.8%
Avg BSR: #84
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 3.3%
Avg brand age: 57 months
Avg seller age: 138 days

Competition & brand share

The top 5 products capture 94% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

94%

Top 20: 100%

Open market

Too Faced97%
tarte3%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 103 weeks — +1.7% search growth over the last 90 days.

Peak months: Jan, Feb · busiest ÷ quietest = 2.4×

Open Trend

Top anastasia mascara search terms

better than sex mascara444K/yr -1.6%14.7% conv.
too faced mascara96K/yr -6.8%6.6% conv.
better than sex mascara black69K/yr +29.9%15.4% conv.
too faced better than sex mascara37K/yr +11.7%9.9% conv.
better than sex mascara waterproof25K/yr +43.2%10.7% conv.
mascara better than sex22K/yr +12.2%10.2% conv.
two faced better than sex mascara black13K/yr +11.7%9.6% conv.
tarte lights camera lashes mascara17K/yr +25.8%10.3% conv.
better than sex17K/yr +13.9%8.0% conv.
two faced mascara16K/yr -1.9%5.2% conv.

All search terms

Top anastasia 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

Too Faced Better Than Sex Volumizing and Lengthening Mascara | Vegan Formula Dramatic Volume and Length | Cruelty-Free Eye Makeup + Hourglass Brush for False Lash Effect Black 0.27 Fl Oz

Too Faced$24.544.4★20,484 rev

Too Faced Better Than Sex Waterproof Mascara | Volumizing and Lengthening Waterproof Mascara + Hourglass Brush | Formula for Dramatic Lashes | Cruelty-Free Eye Makeup Black 0.27 Fl Oz

Too Faced$23.814.2★3,906 rev

Too Faced Better Than Sex Volumizing and Lengthening Mascara | Vegan Formula Dramatic Volume and Length|Cruelty-Free Eye Makeup + Hourglass Brush for False Lash Effect Black Travel Size 0.17 Fl Oz

Too Faced$13.744.4★20,484 rev

Too Faced Better Than Sex Waterproof Mascara | Volumizing and Lengthening Waterproof Mascara + Hourglass Brush | Formula for Dramatic Lashes | Cruelty-Free Eye Makeup Black Travel Size 0.17 Fl Oz

Too Faced$14.254.2★3,906 rev

Too Faced Naturally Better Than Sex Mascara|Volumizing and Lengthening Mascara with Bamboo Fibers + Goji Berry Nourishing for Sensitive Eyes Vegan Cruelty-Free Eye Makeup Black Travel Size 0.16 Fl Oz

Too Faced$15.394.1★460 rev

Newest

by launch date

Too Faced Better Than Sex Volumizing and Lengthening Mascara | Vegan Formula for Dramatic Volume and Length | Cruelty-Free Eye Makeup with Hourglass Brush for False Lash Effect Burgundy 0.27 Fl Oz

Too Faced$24.8020,484 rev

4mo ago

Too Faced Naturally Better Than Sex Mascara|Volumizing and Lengthening Mascara with Bamboo Fibers + Goji Berry Nourishing for Sensitive Eyes Vegan Cruelty-Free Eye Makeup Black Travel Size 0.16 Fl Oz

Too Faced$15.39460 rev

2y ago

Too Faced Better Than Sex Waterproof Mascara | Volumizing and Lengthening Waterproof Mascara + Hourglass Brush | Formula for Dramatic Lashes | Cruelty-Free Eye Makeup Black Travel Size 0.17 Fl Oz

Too Faced$14.253,906 rev

9y ago

Too Faced Better Than Sex Waterproof Mascara | Volumizing and Lengthening Waterproof Mascara + Hourglass Brush | Formula for Dramatic Lashes | Cruelty-Free Eye Makeup Black 0.27 Fl Oz

Too Faced$23.813,906 rev

10y ago

Too Faced Better Than Sex Volumizing and Lengthening Mascara | Vegan Formula Dramatic Volume and Length | Cruelty-Free Eye Makeup + Hourglass Brush for False Lash Effect Black 0.27 Fl Oz

Too Faced$24.5420,484 rev

13y ago

What buyers say about anastasia mascara

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

What buyers love

Water Resistance19%

“its water proof”

Quality-Overall15%

“Awesome product and great size for travel bag”

Smudge Resistance9%

“It stays put all day without smudging”

Value For Money7%

“Reasonable price”

Durability6%

“it lasts all day”

Size-Overall5%

“Great travel size for this reliable product”

Color4%

“the color is great”

Ease Of Application4%

“Looks great when you first apply it”

Moist/Dry3%

“Recommended for dry eyes”

Design-Overall3%

“builds really nicely, too”

What buyers complain about

Moist/Dry23%

“Dried Out”

Value For Money16%

“Too expensive”

Smudge Resistance8%

“Smears under eyes”

Quality-Overall8%

“Absolute garbage”

Functionality-Overall7%

“Does not work well”

Water Resistance6%

“its obviously not water proof if its running when Im not even crying or sweating”

Ease Of Use4%

“is difficult to use”

Adhesion/Stickiness3%

“goes on so clumpy”

Advertised Vs Actual Product3%

“It doesn't offer the volume as advertised”

Durability2%

“Doesnt last”

Top return reasons

Moist/Dry31%

Advertised Vs Actual Product12%

Size-Overall9%

Functionality-Overall9%

Water Resistance6%

Product Condition6%

Color5%

Value For Money5%

Defective Material/Parts3%

Quality-Overall3%

Common questions

Is anastasia mascara profitable to sell on Amazon United States?: The niche generates $1.9M/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +1.7%. Flapen's verdict: Worth a look (55/100).
How competitive is the anastasia mascara niche?: 2 brands and 4 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in anastasia mascara?: Top complaints mined from reviews: Moist/Dry, Value For Money, Smudge Resistance. The return rate is 1.0%.
When does demand for anastasia mascara peak?: Demand peaks in Jan–Feb; the busiest month runs 2.4× the quietest.
What does it cost to enter the anastasia mascara niche?: Listings span $13.74–$24.80; the average listing price is $19.86 (sweet spot $15–$100). The average incumbent carries 10,369 reviews — the moat a new listing must climb.