---
title: "Colored Mascara — $82K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/colored-mascara"
last_updated: "2026-08-10T05:13:23.393Z"
locale: en
meta:
description: "Niche score 49/100 · $82K/yr market · 283K searches/yr · $11.78 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · $82K/yr market · 283K searches/yr · $11.78 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Colored Mascara — $82K/yr Amazon US Niche (2026) - Flapen"
---
# **colored mascara**
**Skip it**
A deep review moat (51,482 avg reviews) — this niche doesn't clear our bar today.
Market size 21Growth 31Conversion 31Competition 59Returns 97Price range 55Avg price 48Brand share 57Review moat 0Quality gap 89
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.1★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****71%**
top-5 brand share — brands hold most of the demand
**Price range**
**Good****$4.31–$27.84**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$11.78**
avg listing price — sweet spot $15–$100
**Growth**
**Okay****+5.2%**
90-day search growth — must beat 0% to launch
**Conversion**
**Okay****2.5%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Bad****$82K**
$82K/yr · 283K searches
**Review moat**
**Bad****51,482.26**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
8K6KSpike '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/colored-mascara/trend)
## **Top colored mascara search terms**
- **colored mascara**144K/yr+4.8%2.3% conv. - **color mascara**52K/yr+6.3%2.0% conv. - **colorful mascara**34K/yr+14.8%1.7% conv. - **colored mascara for eyelashes**19K/yr+2.7%3.3% conv. - **mascara colors**7K/yr+2.0%2.1% conv. - **color mascara for eyelashes**7K/yr-17.7%2.5% conv. - **colored mascara set**6K/yr-2.0%1.5% conv. - **rainbow mascara**4K/yr-11.6%1.4% conv. - **mascara colored**4K/yr+23.5%2.8% conv. - **colorful mascara set**6K/yr-6.6%2.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/colored-mascara/search-terms)
## **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.
0%4%$3K8%$7K12%$10K16%$13K1101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**LOreal Paris Makeup Voluminous Original Mascara Deep Burgundy 0.26 Fl Oz**L'Oreal Paris**$9.06**4.4★51,462 rev](https://www.amazon.com/dp/B07BMYD4NX) [2**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**$16.42**4.0★851 rev](https://www.amazon.com/dp/B084RBX6MC) [3**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) [4**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**$9.66**4.1★405 rev](https://www.amazon.com/dp/B0D9TQHNFB) [5**Maybelline Lash Sensational Sky High Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Washable Formula Burgundy Haze 1 Count**MAYBELLINE**$10.09**4.5★185,759 rev](https://www.amazon.com/dp/B0D1PH5J8S)
**~~View all top sellers →~~**
### **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**$27.84**5,069 rev3mo ago](https://www.amazon.com/dp/B0GDW48MZS) [**essence | Lash Princess False Lash Effect Mascara Burgundy | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free**Essence Cosmetics**$4.72**415,492 rev7mo ago](https://www.amazon.com/dp/B0FK5KFVV3) [**essence | Lash Princess False Lash Effect Mascara Purple | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free**Essence Cosmetics**$4.65**415,492 rev7mo ago](https://www.amazon.com/dp/B0FKGFDS6G) [**Dulele 12 Colors Colored Mascara Set for Eyelashes Double-headed Shimmer Diamond mascara Voluminous Matte Rainbow Colorful Mascara Lengthening Waterproof Eye Makeup**Dulele**$14.95**9 rev7mo ago](https://www.amazon.com/dp/B0G4CR2DKM) [**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**$10.76**20 rev10mo ago](https://www.amazon.com/dp/B0FNW3Q12H)
**~~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 magenta**tarte**$27.84**4.4★**▲ 279%**](https://www.amazon.com/dp/B0GDW48MZS) [**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★**▲ 227%**](https://www.amazon.com/dp/B0D9HMDH1P) [**essence | Lash Princess False Lash Effect Mascara Burgundy | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free**Essence Cosmetics**$4.72**4.3★**▲ 120%**](https://www.amazon.com/dp/B0FK5KFVV3) [**Dulele 12 Colors Colored Mascara Set for Eyelashes Double-headed Shimmer Diamond mascara Voluminous Matte Rainbow Colorful Mascara Lengthening Waterproof Eye Makeup**Dulele**$14.95**4.0★**▲ 118%**](https://www.amazon.com/dp/B0G4CR2DKM) [**essence | Lash Princess False Lash Effect Mascara Purple | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free**Essence Cosmetics**$4.65**4.3★**▲ 97%**](https://www.amazon.com/dp/B0FKGFDS6G)
**~~View all trending →~~**
## **What buyers say about colored mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**31%
*“Love this eyelash mascara”*
**Color**29%
*“Color is pretty”*
**Quality-Overall**6%
*“Amazing quality”*
**Value For Money**4%
*“Great deal”*
**Smudge Resistance**3%
*“Does not smear”*
**Ease Of Use**2%
*“Goes on easy”*
**Ease Of Application**2%
*“Applies so nicely”*
**Advertised Vs Actual Product**2%
*“Works as expected”*
**Durability**1%
*“lasts all day”*
**Efficiency**1%
*“It goes on well”*
### **What buyers complain about **
**Color**18%
*“Not overly impressed with color”*
**Eyelash Quality**13%
*“Makes it look like Im wearing false lashes”*
**Moist/Dry**12%
*“Dried up”*
**Allergies**5%
*“My skin was so irritated”*
**Value For Money**4%
*“Overpriced”*
**Ease Of Use**4%
*“Too hard to use”*
**Thickness**3%
*“Doesn't really build thickness”*
**Quality-Overall**3%
*“Not up to the usual quality”*
**Ease Of Application**2%
*“does not apply well”*
**Functionality-Overall**2%
*“Doesn't work well”*
### **Top return reasons **
**Color**30%
**Moist/Dry**15%
**Advertised Vs Actual Product**12%
**Water Resistance**7%
**Functionality-Overall**6%
**Eyeliner Quality**5%
**Product Condition**4%
**Eyelash Quality**3%
**Value For Money**2%
**Quality-Overall**2%
## **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.
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