glossier mascara
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Incredible14.3%search→purchase rate — share of searches ending in a sale
Avg price
Great$21.96avg listing price — sweet spot $15–$100
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Price range
Good$9.62–$28.84cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$180K$180K/yr · 57K searches
Growth
Okay+7.3%90-day search growth — must beat 0% to launch
Review moat
Bad26,263.13avg incumbent reviews — the moat a new listing must climb
Competition
Bad91%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, glossier mascara is a $180K/yr Amazon United States market (57K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 47/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
glossier mascara market data
- Units sold / yr
- 3K–4K
- avg 250–500/product
- Revenue / yr
- $66K–$88K
- units × avg price
- Conversion rate
- 14.3%
- Avg BSR
- #137
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 80 months
- Avg seller age
- 136 days
Competition & brand share
The top 5 products capture 91% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 rising
Sellers
61
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
91%
Top 20: 100%
Open market
0%
- ILIA57%
- Glossier31%
- tarte4%
- Tower 284%
- MAYBELLINE4%
Demand & seasonality
Weekly Amazon search volume, last 80 weeks — +7.3% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.6×
Top glossier mascara search terms
- glossier mascara26K/yr
- ilia brown mascara10K/yr
- ilia mascara brown8K/yr
- glossier lash slick mascara7K/yr
- glossier lash slick4K/yr
- glossier mascara black2K/yr
Top glossier 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 8 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
ILIA - Limitless Lash Mascara (Before Dawn | Rich brown)
ILIA$28.834.3★6,963 rev
Glossier Lash Slick Lengthening Mascara Black - Weightless Tubing Mascara + Conditioning Vegan Biotin & Japanese Fibers - Up to 12Hr Wear Smudge Resistant Precise Application True Black 0.29 oz
Glossier$23.014.3★104 rev
ILIA - Limitless Lash Mascara (After Midnight | Soft black)
ILIA$28.844.3★6,963 rev
ILIA - Fullest Volumizing Mascara (Classic Black | Full Size)
ILIA$28.204.2★1,947 rev
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 black
tarte$21.164.4★5,069 rev
Newest
by launch dateILIA - Limitless Lash Mascara (Before Dawn | Rich brown)
ILIA$28.836,963 rev
Glossier Lash Slick Lengthening Mascara Black - Weightless Tubing Mascara + Conditioning Vegan Biotin & Japanese Fibers - Up to 12Hr Wear Smudge Resistant Precise Application True Black 0.29 oz
Glossier$23.01104 rev
Tower 28 MakeWaves Vegan Black Mascara - Volumizing & Lengthening Mascara for Sensitive Eyes - With Aquaflex Technology for Humidity-Proof Lift - Hypoallergenic Eye Makeup - Jet (0.29 oz)
Tower 28$19.941,353 rev
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 black
tarte$21.165,069 rev
ILIA - Fullest Volumizing Mascara (Classic Black | Mini)
ILIA$16.071,947 rev
Trending
90-day click momentumGlossier Lash Slick Lengthening Mascara Black - Weightless Tubing Mascara + Conditioning Vegan Biotin & Japanese Fibers - Up to 12Hr Wear Smudge Resistant Precise Application True Black 0.29 oz
Glossier$23.014.3★
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 black
tarte$21.164.4★
ILIA - Fullest Volumizing Mascara (Classic Black | Mini)
ILIA$16.074.2★
ILIA - Limitless Lash Mascara (Before Dawn | Rich brown)
ILIA$28.834.3★
Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Blackest Black 1 Count
MAYBELLINE$9.624.5★
What buyers say about glossier mascara
What buyers praise and complain about, mined from review topics.What buyers love
“Great mascara”
“Excellent product”
“Does not smear”
“Easy to use”
“Worth Buying”
“As advertised”
“It lasts well throughout the day”
“Applies so nicely”
“Great color”
“easy to clean”
What buyers complain about
“now my eyelashes are starting to fall out”
“it smeared so much”
“Definitely not worth the price”
“it came dried out”
“Difficult to remove”
“Made eyes itchy”
“Same quality as the cheap mascara you can get at any store”
“when I received it the bristle part of the wand had broke”
“Comes out thick”
“Messy”
Top return reasons
Common questions
- Is glossier mascara profitable to sell on Amazon United States?
- The niche generates $180K/yr across 8 tracked products. 90-day search growth is +7.3%. Flapen's verdict: Skip it (47/100).
- How competitive is the glossier mascara niche?
- 5 brands and 61 sellers compete. The top 5 products take 91% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in glossier mascara?
- Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Value For Money. The return rate is 0.7%.
- When does demand for glossier mascara peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.6× the quietest.
- What does it cost to enter the glossier mascara niche?
- Listings span $9.62–$28.84; the average listing price is $21.96 (sweet spot $15–$100). The average incumbent carries 26,263 reviews — the moat a new listing must climb.