Is eyebrow mascara profitable to sell on Amazon United States?

The niche generates $271K/yr across 33 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -8.7%. Flapen's verdict: Worth a look (50/100).

How competitive is the eyebrow mascara niche?

13 brands and 137 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in eyebrow mascara?

Top complaints mined from reviews: Color, Moist/Dry, Value For Money. The return rate is 0.7%.

When does demand for eyebrow mascara peak?

Demand is steady year-round — the busiest month runs 1.8× the quietest.

What does it cost to enter the eyebrow mascara niche?

Listings span $3.26–$22.79; the average listing price is $9.88 (sweet spot $15–$100). The average incumbent carries 9,594 reviews — the moat a new listing must climb.

eyebrow mascara

Worth a look

Shows low returns (0.7%), but soft demand (-8.7% this quarter) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Conversion

Good6.4%

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

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Competition

Good52%

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

Market size

Okay$271K

$271K/yr · 429K searches

Price range

Okay$3.26–$22.79

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

Avg price

Okay$9.88

avg listing price — sweet spot $15–$100

Brand share

Okay87%

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

Review moat

Bad9,594.24

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-8.7%

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

According to Flapen's Amazon United States niche tracking, eyebrow mascara is a $271K/yr Amazon United States market (429K searches/yr). The top 5 brands hold 87% of demand. Verdict: Worth a look — 50/100.

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

eyebrow mascara market data

Units sold / yr: 25K–30K; avg 750–1,000/product
Revenue / yr: $247K–$296K; units × avg price
Conversion rate: 6.4%
Avg BSR: #111
Page quality: 0%
Prime: 100%
Sponsored: 52%
Out of stock: 1.5%
Avg brand age: 57 months
Avg seller age: 131 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 falling

Sellers

137

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

52%

Top 20: 86%

Open market

10%

MAYBELLINE34%
e.l.f.19%
NYX PROFESSIONAL MAKEUP14%
L'Oreal Paris13%
Peripera6%
rom&nd3%
Open — no brand owns it (7 brands, 10%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.8×

Open Trend

Top eyebrow mascara search terms

eyebrow mascara109K/yr -3.4%3.3% conv.
brow mascara78K/yr -9.6%2.3% conv.
maybelline express brow60K/yr -5.7%9.0% conv.
nyx tinted brow mascara32K/yr -13.0%3.6% conv.
nyx eyebrow mascara21K/yr -18.6%2.8% conv.
eyebrow mascara brown17K/yr -4.4%6.2% conv.
nyx brow mascara23K/yr -27.1%3.4% conv.
eye brow mascara8K/yr +19.7%3.6% conv.
brow mascara brown10K/yr -15.6%6.0% conv.
infallible brows7K/yr -12.9%8.0% conv.

All search terms

Top eyebrow 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Maybelline Brow Fast Sculpt Shapes Eyebrows Eyebrow Mascara Makeup Soft Brown 0.09 Fl. Oz.

MAYBELLINE$8.614.3★8,506 rev

e.l.f. Wow Brow Gel Volumizing Buildable Wax-Gel Hybrid Creates Full Voluminous-Looking Brows Locks Brow Hairs In Place Brunette

e.l.f.$5.714.4★14,581 rev

LOreal Paris Infallible Volumizing 24H Wear Brow Mascara Long Lasting Eyebrow Makeup for 2X Fuller Eyebrows 6.0 Light Brunette 0.13 Fl Oz

L'Oreal Paris$11.654.3★1,910 rev

NYX PROFESSIONAL MAKEUP Tinted Eyebrow Mascara Black

NYX PROFESSIONAL MAKEUP$14.094.4★35,043 rev

Maybelline Express Brow Ultra Slim Eyebrow Makeup Brow Pencil with Precision Tip and Spoolie for Defined Eyebrows Soft Brown 255 1 Count

MAYBELLINE$7.294.6★21,289 rev

Newest

by launch date

PERIPERA Speedy Skinny Brow Mascara (05 PEONY ASH) Tinted Eyebrow Mascara with Slim Precision Brush Clump-Free Natural Brows K Beauty Korean Makeup

Peripera$11.1263 rev

6mo ago

PERIPERA Speedy Skinny Brow Mascara (06 BEIGE ASH) Tinted Eyebrow Mascara with Slim Precision Brush Clump-Free Natural Brows K Beauty Korean Makeup

Peripera$11.4963 rev

6mo ago

Maybelline Superfluff Volumizing Brow Mousse All Day Tinted Brow Gel For Soft Full Brows Deep Brown 1 Count

MAYBELLINE$10.422,985 rev

1y ago

LOreal Paris Infallible Up To 24H Wear Brow Lamination Water-Resistant Longwear Eyebrow Gel Make Up Clear/Transparent 0.16 Fl Oz

L'Oreal Paris$11.435,249 rev

2y ago

Espoir The Brow Color Fixing Cara #2 Taupe 0.1 fl oz | Easy Fixing without Clumping with Skinny Brush | Long Lasting Smudgeproof Eyebrow Mascara | Soft Mood Coloring Tinted Gel | Korean Eye Makeup

Espoir$14.37441 rev

3y ago

What buyers say about eyebrow mascara

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

What buyers love

Color17%

“Color is good”

Quality-Overall15%

“The quality of this gel is excellent”

Value For Money9%

“Great Value”

Ease Of Use8%

“Ease of use”

Ease Of Application7%

“Smooth Application”

Eyelash Quality5%

“I really love this mascara”

Durability4%

“durable”

Advertised Vs Actual Product4%

“As advertised”

Residue2%

“Doesnt leave residue”

Smudge Resistance2%

“It is smudge proof”

What buyers complain about

Color16%

“Way too dark”

Moist/Dry9%

“dried out”

Value For Money6%

“Not much product for the price”

Residue5%

“it has a white residue”

Thickness5%

“it doesnt feel thick”

Durability5%

“it runs out very quickly”

Size-Overall4%

“This package is small”

Ease Of Application3%

“The applicator is minuscule”

Functionality-Overall3%

“Ineffective”

Adhesion/Stickiness2%

“It's extremely sticky”

Top return reasons

Color44%

Advertised Vs Actual Product10%

Functionality-Overall9%

Moist/Dry8%

Adhesion/Stickiness5%

Product Condition3%

Defective Material/Parts2%

Size-Overall2%

Value For Money2%

Weight Light2%

Common questions

Is eyebrow mascara profitable to sell on Amazon United States?: The niche generates $271K/yr across 33 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -8.7%. Flapen's verdict: Worth a look (50/100).
How competitive is the eyebrow mascara niche?: 13 brands and 137 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in eyebrow mascara?: Top complaints mined from reviews: Color, Moist/Dry, Value For Money. The return rate is 0.7%.
When does demand for eyebrow mascara peak?: Demand is steady year-round — the busiest month runs 1.8× the quietest.
What does it cost to enter the eyebrow mascara niche?: Listings span $3.26–$22.79; the average listing price is $9.88 (sweet spot $15–$100). The average incumbent carries 9,594 reviews — the moat a new listing must climb.