---
title: "Blue Mascara — $310K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/blue-mascara"
last_updated: "2026-08-06T14:19:12.624Z"
locale: en
meta:
description: "Niche score 55/100 · $310K/yr market · 368K searches/yr. A deep review moat (41,645 avg reviews) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · $310K/yr market · 368K searches/yr. A deep review moat (41,645 avg reviews) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Blue Mascara — $310K/yr Amazon US Niche (2026) - Flapen"
---
# **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.
Market size 52Growth 52Conversion 77Competition 27Returns 98Price range 54Avg price 44Brand share 45Review moat 5Quality gap 83
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Great****7.5%**
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**
**Okay****78%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Okay****$11.23**
avg listing price — sweet spot $15–$100
**Competition**
**Okay****69%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****41,645.04**
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 ~~](https://flapen.com/research/methodology)
## **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**
**87**
**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.
10K6KSpike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/blue-mascara/trend)
## **Top blue mascara search terms**
- **blue mascara**191K/yr+25.3%7.6% conv. - **navy blue mascara**37K/yr+18.6%4.0% conv. - **blue mascara for eyelashes**41K/yr-5.8%8.6% conv. - **navy mascara**24K/yr+20.5%3.5% conv. - **blue mascara waterproof**12K/yr+64.4%7.4% conv. - **mascara blue**10K/yr+18.2%6.7% conv. - **maybelline blue mascara**7K/yr+56.8%5.7% conv. - **dark blue mascara**9K/yr+13.5%4.4% conv. - **blue waterproof mascara**7K/yr+47.8%3.9% conv. - **waterproof blue mascara**5K/yr+49.7%4.0% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/blue-mascara/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.
0%10%$31K20%$62K30%$93K40%$124K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**LOreal Paris Original Voluminous Mascara Building Mascara Volume and Length Formula Washable Cobalt 0.26 Fl Oz. 1 Count**L'Oreal Paris**$9.01**4.4★51,462 rev](https://www.amazon.com/dp/B01M9G7WW4) [2**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**$8.71**4.2★7,349 rev](https://www.amazon.com/dp/B0D9HMDH1P) [3**Maybelline Lash Sensational Sky High Washable Mascara Volumizing Lengthening Defining Curling Multiplying Buildable Mascara Make Up Formula Blue Mist 1 Count**MAYBELLINE**$9.20**4.5★185,759 rev](https://www.amazon.com/dp/B0CLBP6S9V) [4**LZXLUKGIR Blue Mascara and Eyeliner Set Natural Curling Blue Mascara for Eyelashes Volumizing Lengthening mscara de pestaas Waterproof 5D Colored Eye Makeup**LZXLUKGIR**$8.53**4.3★146 rev](https://www.amazon.com/dp/B0FFGNJKDW) [5**Covergirl Lash Blast Cleantopia 820 Ultramarine Black Mascara Volumizing Mascara Vegan Formula Conditions Lashes Clean Mascara Smudge-Proof 0.33oz**COVERGIRL**$9.61**4.1★6,327 rev](https://www.amazon.com/dp/B0CHNDDSRX)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Maybelline Lash Sensational Sky High Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Washable Formula Navy Records 1 Count**MAYBELLINE**$10.92**185,759 rev2mo ago](https://www.amazon.com/dp/B0GSHCXF32) [**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**$27.74**5,069 rev3mo ago](https://www.amazon.com/dp/B0GDW5N88Y) [**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**$27.54**5,069 rev3mo ago](https://www.amazon.com/dp/B0GDWD3CR8) [**LOreal Paris Voluminous Panorama Chromatic Mascara Volumizing and Lengthening Blue Mascara Longwear Smudge-Resistant and Washable 706 Blue Suede**L'Oreal Paris**$13.11**22,283 rev9mo ago](https://www.amazon.com/dp/B0FTHJCNTS) [**UAOE Blue Mascara and Eyeliner Set 5D Colored Mascara Volume and Length**UAOE**$7.99**53 rev9mo ago](https://www.amazon.com/dp/B0FSZ4L8V7)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$27.54**4.4★**▲ 232%**](https://www.amazon.com/dp/B0GDWD3CR8) [**Maybelline Lash Sensational Sky High Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Washable Formula Navy Records 1 Count**MAYBELLINE**$10.92**4.5★**▲ 231%**](https://www.amazon.com/dp/B0GSHCXF32) [**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**$27.74**4.4★**▲ 230%**](https://www.amazon.com/dp/B0GDW5N88Y) [**LOreal Paris Original Voluminous Mascara Building Mascara Volume and Length Formula Washable Deep Green 0.26 Fl Oz. 1 Count**L'Oreal Paris**$8.93**4.1★**▲ 176%**](https://www.amazon.com/dp/B07XM7DJQN) [**UAOE Blue Mascara and Eyeliner Set 5D Colored Mascara Volume and Length**UAOE**$7.99**4.1★**▲ 106%**](https://www.amazon.com/dp/B0FSZ4L8V7)
**~~View all trending →~~**
## **What buyers say about blue mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**44%
*“the Prime Mascara was still in great shape”*
**Value For Money**10%
*“Best Deal”*
**Quality-Overall**9%
*“Decent quality”*
**Color**7%
*“Color is pretty”*
**Smudge Resistance**4%
*“Minimal smudging”*
**Ease Of Use**3%
*“Easy to use”*
**Advertised Vs Actual Product**3%
*“Does what it says”*
**Ease Of Application**2%
*“Easy to apply”*
**Durability**1%
*“Durable”*
**Soft Feel**1%
*“it stays smooth”*
### **What buyers complain about **
**Eyelash Quality**18%
*“Issues with Prime Mascara”*
**Value For Money**9%
*“Costs too much”*
**Smudge Resistance**8%
*“Not Smudge Proof”*
**Moist/Dry**7%
*“it came out dry”*
**Advertised Vs Actual Product**5%
*“Misleading description”*
**Ease Of Use**5%
*“Difficult to remove”*
**Quality-Overall**4%
*“NOT ONE REDEEMING QUALITY WITH THIS PRODUCT”*
**Color**4%
*“looks black”*
**Thickness**3%
*“Goes on much too thick”*
**Allergies**3%
*“I had itchy eyes from it”*
### **Top return reasons **
**Color**22%
**Moist/Dry**18%
**Advertised Vs Actual Product**13%
**Eyeliner Quality**7%
**Functionality-Overall**6%
**Eyelash Quality**4%
**Quality-Overall**3%
**Water Resistance**2%
**Defective Material/Parts**2%
**Product Condition**2%
## **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.
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