---
title: "Glossier Mascara — $180K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/glossier-mascara"
last_updated: "2026-08-11T09:19:47.122Z"
locale: en
meta:
description: "Niche score 47/100 · $180K/yr market · 57K searches/yr · $21.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $180K/yr market · 57K searches/yr · $21.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Glossier Mascara — $180K/yr Amazon US Niche (2026) - Flapen"
---
# **glossier mascara**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 36Growth 34Conversion 96Competition 8Returns 97Price range 72Avg price 92Brand share 0Review moat 13Quality gap 75
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.3%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$21.96**
avg listing price — sweet spot $15–$100
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****$9.62–$28.84**
cheapest 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**
**Bad****26,263.13**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****91%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
125K75KPrime Day '25Spike '25Black Friday '25Spike '26 seasonJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/glossier-mascara/trend)
## **Top glossier mascara search terms**
- **glossier mascara**26K/yr+2.6%4.8% conv. - **ilia brown mascara**10K/yr+7.8%11.0% conv. - **ilia mascara brown**8K/yr+15.4%10.8% conv. - **glossier lash slick mascara**7K/yr-8.3%2.4% conv. - **glossier lash slick**4K/yr+54.2%3.7% conv. - **glossier mascara black**2K/yr-2.8%6.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/glossier-mascara/search-terms)
## **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.
0%10%$18K20%$36K30%$54K40%$72K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**ILIA - Limitless Lash Mascara (Before Dawn | Rich brown)**ILIA**$28.83**4.3★6,963 rev](https://www.amazon.com/dp/B0FDMHRYKJ) [2**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**$23.01**4.3★104 rev](https://www.amazon.com/dp/B07DKTWGN3) [3**ILIA - Limitless Lash Mascara (After Midnight | Soft black)**ILIA**$28.84**4.3★6,963 rev](https://www.amazon.com/dp/B07BWYRQ8C) [4**ILIA - Fullest Volumizing Mascara (Classic Black | Full Size)**ILIA**$28.20**4.2★1,947 rev](https://www.amazon.com/dp/B09B8W98Y5) [5**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**$21.16**4.4★5,069 rev](https://www.amazon.com/dp/B0BB6B581W)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**ILIA - Limitless Lash Mascara (Before Dawn | Rich brown)**ILIA**$28.83**6,963 rev1y ago](https://www.amazon.com/dp/B0FDMHRYKJ) [**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**$23.01**104 rev3y ago](https://www.amazon.com/dp/B07DKTWGN3) [**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**$19.94**1,353 rev3y ago](https://www.amazon.com/dp/B0BGMBRQP7) [**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**$21.16**5,069 rev3y ago](https://www.amazon.com/dp/B0BB6B581W) [**ILIA - Fullest Volumizing Mascara (Classic Black | Mini)**ILIA**$16.07**1,947 rev4y ago](https://www.amazon.com/dp/B09YQRR8WS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$23.01**4.3★**▲ 128%**](https://www.amazon.com/dp/B07DKTWGN3) [**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**$21.16**4.4★**▲ 21%**](https://www.amazon.com/dp/B0BB6B581W) [**ILIA - Fullest Volumizing Mascara (Classic Black | Mini)**ILIA**$16.07**4.2★**— 7%**](https://www.amazon.com/dp/B09YQRR8WS) [**ILIA - Limitless Lash Mascara (Before Dawn | Rich brown)**ILIA**$28.83**4.3★**— 8%**](https://www.amazon.com/dp/B0FDMHRYKJ) [**Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Blackest Black 1 Count**MAYBELLINE**$9.62**4.5★**— 10%**](https://www.amazon.com/dp/B08H3JPH74)
**~~View all trending →~~**
## **What buyers say about glossier mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**46%
*“Great mascara”*
**Quality-Overall**8%
*“Excellent product”*
**Smudge Resistance**6%
*“Does not smear”*
**Ease Of Use**4%
*“Easy to use”*
**Value For Money**4%
*“Worth Buying”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Durability**2%
*“It lasts well throughout the day”*
**Ease Of Application**2%
*“Applies so nicely”*
**Color**2%
*“Great color”*
**Ease Of Cleaning**1%
*“easy to clean”*
### **What buyers complain about **
**Eyelash Quality**16%
*“now my eyelashes are starting to fall out”*
**Smudge Resistance**11%
*“it smeared so much”*
**Value For Money**8%
*“Definitely not worth the price”*
**Moist/Dry**7%
*“it came dried out”*
**Ease Of Use**6%
*“Difficult to remove”*
**Allergies**5%
*“Made eyes itchy”*
**Quality-Overall**4%
*“Same quality as the cheap mascara you can get at any store”*
**Durability**3%
*“when I received it the bristle part of the wand had broke”*
**Thickness**2%
*“Comes out thick”*
**Ease Of Cleaning**2%
*“Messy”*
### **Top return reasons **
**Moist/Dry**17%
**Advertised Vs Actual Product**15%
**Color**10%
**Functionality-Overall**9%
**Water Resistance**6%
**Eyeliner Quality**6%
**Product Condition**5%
**Value For Money**4%
**Eyelash Quality**4%
**Quality-Overall**2%
## **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.
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