Is blue mascara profitable to sell on Amazon United States?

The niche generates $310K/yr across 23 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +22.9%. Flapen's verdict: Worth a look (55/100).

How competitive is the blue mascara niche?

17 brands and 87 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 78% of demand.

What do buyers complain about in blue mascara?

Top complaints mined from reviews: Eyelash Quality, Value For Money, Smudge Resistance. The return rate is 0.3%.

When does demand for blue mascara peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the blue mascara niche?

Listings span $4.31–$27.74; the average listing price is $11.23 (sweet spot $15–$100). The average incumbent carries 41,645 reviews — the moat a new listing must climb.

blue mascara

Worth a look

Shows low returns (0.3%), but a deep review moat (41,645 avg reviews) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Great7.5%

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

Price range

Good$4.31–$27.74

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

Market size

Good$310K

$310K/yr · 368K searches

Growth

Good+22.9%

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

Brand share

Okay78%

top-5 brand share — brands hold most of the demand

Avg price

Okay$11.23

avg listing price — sweet spot $15–$100

Competition

Okay69%

top-5 click share — leaders hold, buyers still browse

Review moat

Bad41,645.04

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, blue mascara is a $310K/yr Amazon United States market (368K searches/yr). The top 5 brands hold 78% of demand. Verdict: Worth a look — 55/100.

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

blue mascara market data

Units sold / yr: 25K–30K; avg 1,250–1,500/product
Revenue / yr: $281K–$337K; units × avg price
Conversion rate: 7.5%
Avg BSR: #195
Page quality: 0%
Prime: 96%
Sponsored: 70%
Out of stock: 0.0%
Avg brand age: 64 months
Avg seller age: 136 days

Competition & brand share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 rising

Sellers

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

69%

Top 20: 96%

Open market

18%

L'Oreal Paris45%
MAYBELLINE18%
LZXLUKGIR8%
COVERGIRL4%
tarte4%
Essence Cosmetics4%
Open — no brand owns it (11 brands, 18%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +22.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top blue mascara search terms

blue mascara191K/yr +25.3%7.6% conv.
navy blue mascara37K/yr +18.6%4.0% conv.
blue mascara for eyelashes41K/yr -5.8%8.6% conv.
navy mascara24K/yr +20.5%3.5% conv.
blue mascara waterproof12K/yr +64.4%7.4% conv.
mascara blue10K/yr +18.2%6.7% conv.
maybelline blue mascara7K/yr +56.8%5.7% conv.
dark blue mascara9K/yr +13.5%4.4% conv.
blue waterproof mascara7K/yr +47.8%3.9% conv.
waterproof blue mascara5K/yr +49.7%4.0% conv.

All search terms

Top blue 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 23 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

LOreal Paris Original Voluminous Mascara Building Mascara Volume and Length Formula Washable Cobalt 0.26 Fl Oz. 1 Count

L'Oreal Paris$9.014.4★51,462 rev

LOreal Paris Telescopic Lift Mascara Lengthening and Volumizing Eye Makeup Lash Lift with Up to 36HR Wear Washable Stellar Blue 0.33 Fl Oz

L'Oreal Paris$8.714.2★7,349 rev

Maybelline Lash Sensational Sky High Washable Mascara Volumizing Lengthening Defining Curling Multiplying Buildable Mascara Make Up Formula Blue Mist 1 Count

MAYBELLINE$9.204.5★185,759 rev

LZXLUKGIR Blue Mascara and Eyeliner Set Natural Curling Blue Mascara for Eyelashes Volumizing Lengthening mscara de pestaas Waterproof 5D Colored Eye Makeup

LZXLUKGIR$8.534.3★146 rev

Covergirl Lash Blast Cleantopia 820 Ultramarine Black Mascara Volumizing Mascara Vegan Formula Conditions Lashes Clean Mascara Smudge-Proof 0.33oz

COVERGIRL$9.614.1★6,327 rev

Newest

by launch date

Maybelline Lash Sensational Sky High Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Washable Formula Navy Records 1 Count

MAYBELLINE$10.92185,759 rev

2mo ago

tarte tartelette tubing mascara Lash Extensions in a Tube Easy-to-Remove Eye Makeup Clinically Proven to Volumize & Curl 24Hr Smudge-Proof Longwear Vegan & Cruelty-Free full size electric blue

tarte$27.745,069 rev

3mo ago

tarte tartelette tubing mascara Lash Extensions in a Tube Easy-to-Remove Eye Makeup Clinically Proven to Volumize & Curl 24Hr Smudge-Proof Longwear Vegan & Cruelty-Free full size navy

tarte$27.545,069 rev

3mo ago

LOreal Paris Voluminous Panorama Chromatic Mascara Volumizing and Lengthening Blue Mascara Longwear Smudge-Resistant and Washable 706 Blue Suede

L'Oreal Paris$13.1122,283 rev

9mo ago

UAOE Blue Mascara and Eyeliner Set 5D Colored Mascara Volume and Length

UAOE$7.9953 rev

9mo ago

What buyers say about blue mascara

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

What buyers love

Eyelash Quality44%

“the Prime Mascara was still in great shape”

Value For Money10%

“Best Deal”

Quality-Overall9%

“Decent quality”

Color7%

“Color is pretty”

Smudge Resistance4%

“Minimal smudging”

Ease Of Use3%

“Easy to use”

Advertised Vs Actual Product3%

“Does what it says”

Ease Of Application2%

“Easy to apply”

Durability1%

“Durable”

Soft Feel1%

“it stays smooth”

What buyers complain about

Eyelash Quality18%

“Issues with Prime Mascara”

Value For Money9%

“Costs too much”

Smudge Resistance8%

“Not Smudge Proof”

Moist/Dry7%

“it came out dry”

Advertised Vs Actual Product5%

“Misleading description”

Ease Of Use5%

“Difficult to remove”

Quality-Overall4%

“NOT ONE REDEEMING QUALITY WITH THIS PRODUCT”

Color4%

“looks black”

Thickness3%

“Goes on much too thick”

Allergies3%

“I had itchy eyes from it”

Top return reasons

Color22%

Moist/Dry18%

Advertised Vs Actual Product13%

Eyeliner Quality7%

Functionality-Overall6%

Eyelash Quality4%

Quality-Overall3%

Water Resistance2%

Defective Material/Parts2%

Product Condition2%

Common questions

Is blue mascara profitable to sell on Amazon United States?: The niche generates $310K/yr across 23 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +22.9%. Flapen's verdict: Worth a look (55/100).
How competitive is the blue mascara niche?: 17 brands and 87 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 78% of demand.
What do buyers complain about in blue mascara?: Top complaints mined from reviews: Eyelash Quality, Value For Money, Smudge Resistance. The return rate is 0.3%.
When does demand for blue mascara peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the blue mascara niche?: Listings span $4.31–$27.74; the average listing price is $11.23 (sweet spot $15–$100). The average incumbent carries 41,645 reviews — the moat a new listing must climb.