---
title: "Anastasia Mascara — $1.9M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/anastasia-mascara"
last_updated: "2026-08-09T09:17:02.868Z"
locale: en
meta:
description: "Niche score 55/100 · $1.9M/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · $1.9M/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Anastasia Mascara — $1.9M/yr Amazon US Niche (2026) - Flapen"
---
# **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.
Market size 94Growth 27Conversion 94Competition 5Returns 95Price range 86Avg price 87Brand share 0Review moat 22Quality gap 73
**Returns**
**Incredible****1.0%**
return rate — above 5% kills the launch gate
**Market size**
**Great****$1.9M**
$1.9M/yr · 819K searches
**Conversion**
**Great****11.8%**
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**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+1.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****10,369.14**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****94%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**4**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**94%**
Top 20: 100%
**Open market**
**0%**
- 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.
50K30KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jan, Feb · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/anastasia-mascara/trend)
## **Top anastasia mascara search terms**
- **better than sex mascara**444K/yr-1.6%14.7% conv. - **too faced mascara**96K/yr-6.8%6.6% conv. - **better than sex mascara black**69K/yr+29.9%15.4% conv. - **too faced better than sex mascara**37K/yr+11.7%9.9% conv. - **better than sex mascara waterproof**25K/yr+43.2%10.7% conv. - **mascara better than sex**22K/yr+12.2%10.2% conv. - **two faced better than sex mascara black**13K/yr+11.7%9.6% conv. - **tarte lights camera lashes mascara**17K/yr+25.8%10.3% conv. - **better than sex**17K/yr+13.9%8.0% conv. - **two faced mascara**16K/yr-1.9%5.2% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/anastasia-mascara/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.
0%15%$288K30%$576K45%$863K60%$1.2M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$24.54**4.4★20,484 rev](https://www.amazon.com/dp/B00P0Q0T28) [2**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**$23.81**4.2★3,906 rev](https://www.amazon.com/dp/B01DHA242G) [3**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**$13.74**4.4★20,484 rev](https://www.amazon.com/dp/B00DNGVPZW) [4**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**$14.25**4.2★3,906 rev](https://www.amazon.com/dp/B01HFMB6EE) [5**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**$15.39**4.1★460 rev](https://www.amazon.com/dp/B0CZWL344F)
**~~View all top sellers →~~**
### **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**$24.80**20,484 rev4mo ago](https://www.amazon.com/dp/B0FY6YRQCW) [**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**$15.39**460 rev2y ago](https://www.amazon.com/dp/B0CZWL344F) [**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**$14.25**3,906 rev9y ago](https://www.amazon.com/dp/B01HFMB6EE) [**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**$23.81**3,906 rev10y ago](https://www.amazon.com/dp/B01DHA242G) [**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**$24.54**20,484 rev13y ago](https://www.amazon.com/dp/B00P0Q0T28)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$24.80**4.4★**▲ 186%**](https://www.amazon.com/dp/B0FY6YRQCW) [**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**$13.74**4.4★**▲ 35%**](https://www.amazon.com/dp/B00DNGVPZW) [**tarte lights camera lashes 4-in-1 mascara Volume Length Curl & Conditioning for Fuller-Looking Lashes Smudge-Proof Flake-Free Longwear Vegan & Cruelty-Free full size black**tarte**$22.50**4.5★**— 9%**](https://www.amazon.com/dp/B00547HS36) [**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**$24.54**4.4★**— 1%**](https://www.amazon.com/dp/B00P0Q0T28) [**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**$23.81**4.2★**— 9%**](https://www.amazon.com/dp/B01DHA242G)
**~~View all trending →~~**
## **What buyers say about anastasia mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Water Resistance**19%
*“its water proof”*
**Quality-Overall**15%
*“Awesome product and great size for travel bag”*
**Smudge Resistance**9%
*“It stays put all day without smudging”*
**Value For Money**7%
*“Reasonable price”*
**Durability**6%
*“it lasts all day”*
**Size-Overall**5%
*“Great travel size for this reliable product”*
**Color**4%
*“the color is great”*
**Ease Of Application**4%
*“Looks great when you first apply it”*
**Moist/Dry**3%
*“Recommended for dry eyes”*
**Design-Overall**3%
*“builds really nicely, too”*
### **What buyers complain about **
**Moist/Dry**23%
*“Dried Out”*
**Value For Money**16%
*“Too expensive”*
**Smudge Resistance**8%
*“Smears under eyes”*
**Quality-Overall**8%
*“Absolute garbage”*
**Functionality-Overall**7%
*“Does not work well”*
**Water Resistance**6%
*“its obviously not water proof if its running when Im not even crying or sweating”*
**Ease Of Use**4%
*“is difficult to use”*
**Adhesion/Stickiness**3%
*“goes on so clumpy”*
**Advertised Vs Actual Product**3%
*“It doesn't offer the volume as advertised”*
**Durability**2%
*“Doesnt last”*
### **Top return reasons **
**Moist/Dry**31%
**Advertised Vs Actual Product**12%
**Size-Overall**9%
**Functionality-Overall**9%
**Water Resistance**6%
**Product Condition**6%
**Color**5%
**Value For Money**5%
**Defective Material/Parts**3%
**Quality-Overall**3%
## **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.
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