colored mascara
Skip itA deep review moat (51,482 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Quality gap
Great4.1★avg incumbent rating — lower means beatable quality
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Brand share
Good71%top-5 brand share — brands hold most of the demand
Price range
Good$4.31–$27.84cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$11.78avg listing price — sweet spot $15–$100
Growth
Okay+5.2%90-day search growth — must beat 0% to launch
Conversion
Okay2.5%search→purchase rate — share of searches ending in a sale
Market size
Bad$82K$82K/yr · 283K searches
Review moat
Bad51,482.26avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, colored mascara is a $82K/yr Amazon United States market (283K searches/yr). The top 5 brands hold 71% of demand. Verdict: Skip it — 49/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
colored mascara market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- $71K–$94K
- units × avg price
- Conversion rate
- 2.5%
- Avg BSR
- #393
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 88%
- Out of stock
- 0.0%
- Avg brand age
- 55 months
- Avg seller age
- 139 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
22 rising
Sellers
121
Top-5 brand share
71%
Top 20: 98%
Top-5 click share
50%
Top 20: 85%
Open market
26%
- L'Oreal Paris32%
- BONNIE CHOICE11%
- WanTuoluo11%
- MAYBELLINE10%
- Essence Cosmetics7%
- ColourPop3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +5.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top colored mascara search terms
- colored mascara144K/yr
- color mascara52K/yr
- colorful mascara34K/yr
- colored mascara for eyelashes19K/yr
- mascara colors7K/yr
- color mascara for eyelashes7K/yr
- colored mascara set6K/yr
- rainbow mascara4K/yr
- mascara colored4K/yr
- colorful mascara set6K/yr
Top colored 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LOreal Paris Makeup Voluminous Original Mascara Deep Burgundy 0.26 Fl Oz
L'Oreal Paris$9.064.4★51,462 rev
9 Colors Colored Mascara Set for Eyelashes Red Pink Purple Blue White Black Halloween Rainbow Colorful Mascara Waterproof Charming Long Lasting Voluminous Mothers Day Eye Makeup Gifts for Women
BONNIE CHOICE$16.424.0★851 rev
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
Colored Mascara for Eyelashes Voluminous Colorful Mascara Set Pink Purple Blue Green Red Teal Lash Pack - Lengthening Defining Curling Multiplying Formula Cruelty-Free & Waterproof
WanTuoluo$9.664.1★405 rev
Maybelline Lash Sensational Sky High Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Washable Formula Burgundy Haze 1 Count
MAYBELLINE$10.094.5★185,759 rev
Newest
by launch date
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 magenta
tarte$27.845,069 rev
essence | Lash Princess False Lash Effect Mascara Burgundy | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free
Essence Cosmetics$4.72415,492 rev
essence | Lash Princess False Lash Effect Mascara Purple | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free
Essence Cosmetics$4.65415,492 rev
Dulele 12 Colors Colored Mascara Set for Eyelashes Double-headed Shimmer Diamond mascara Voluminous Matte Rainbow Colorful Mascara Lengthening Waterproof Eye Makeup
Dulele$14.959 rev
6 Colors Mascara for Eyelashes Voluminous Eyelash Mascara Red Orange Yellow Purple Green Blue Colored Lengthening Defining Curling Eyelashes Waterproof No Smudge Eyes Makeup
DENESTUP$10.7620 rev
Trending
90-day click momentumtarte 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 magenta
tarte$27.844.4★
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★
essence | Lash Princess False Lash Effect Mascara Burgundy | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free
Essence Cosmetics$4.724.3★
Dulele 12 Colors Colored Mascara Set for Eyelashes Double-headed Shimmer Diamond mascara Voluminous Matte Rainbow Colorful Mascara Lengthening Waterproof Eye Makeup
Dulele$14.954.0★
essence | Lash Princess False Lash Effect Mascara Purple | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free
Essence Cosmetics$4.654.3★
What buyers say about colored mascara
What buyers praise and complain about, mined from review topics.What buyers love
“Love this eyelash mascara”
“Color is pretty”
“Amazing quality”
“Great deal”
“Does not smear”
“Goes on easy”
“Applies so nicely”
“Works as expected”
“lasts all day”
“It goes on well”
What buyers complain about
“Not overly impressed with color”
“Makes it look like Im wearing false lashes”
“Dried up”
“My skin was so irritated”
“Overpriced”
“Too hard to use”
“Doesn't really build thickness”
“Not up to the usual quality”
“does not apply well”
“Doesn't work well”
Top return reasons
Common questions
- Is colored mascara profitable to sell on Amazon United States?
- The niche generates $82K/yr across 34 tracked products. 4 of 6 products launched in the last 360 days are still selling. 90-day search growth is +5.2%. Flapen's verdict: Skip it (49/100).
- How competitive is the colored mascara niche?
- 22 brands and 121 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 71% of demand.
- What do buyers complain about in colored mascara?
- Top complaints mined from reviews: Color, Eyelash Quality, Moist/Dry. The return rate is 0.6%.
- When does demand for colored mascara peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the colored mascara niche?
- Listings span $4.31–$27.84; the average listing price is $11.78 (sweet spot $15–$100). The average incumbent carries 51,482 reviews — the moat a new listing must climb.