Mascara
MaybeShoppers spend $26.5M a year here. But the average product has 68,070 reviews to catch up to, so Mascara is a Maybe.
- Flapen Score
- 61 / 100Top 7% of 10,978 Beauty & Personal Care niches · +13 vs the category median of 4861
- Market size
- $26.5M/yr24.5M searches / yr
- 90-day growth
- +3.2%search demand this quarter
- Competition
- 43%top-5 click share · 13 brands · 195 sellers
Flapen Score
Mascara against its category
The dotted line is the Beauty & Personal Care average. Past it, Mascara is stronger. Inside it, weaker.
Market
The Mascara market on Amazon at a glance
Mascara is a $26.5M a year market on Amazon United States, with 24.5M searches a year. The top 5 brands take 92% of clicks. Flapen scores it 61 out of 100, a Maybe.
01 · Demand
Demand comes close.
Shoppers search 24.5M times a year and 10.1% buy. Search demand moved +3.2% in 90 days, so the market is growing into its $26.5M a year.
- Search volume
- 24.5M
- Search growth, 90 days
- +3.2%
- Conversion
- 10.1%
- Market size
- $26.5M
02 · Money
The money is there.
Shoppers bought 1.0M units at $10.69 on average, 50,000 to 60,000 per product. Units times price is $10.7M a year.
- Units sold
- 1.0M
- Units per product
- 50,000–60,000
- Average price
- $10.69
- Units × price
- $10.7M
03 · Shelf
Brands here are settling in.
The average listing ranks #24. 100% of listings ship Prime. 90% of the shelf is sponsored, so budget for ads. The average listing is out of stock 0.0% of the time. The average brand has sold here for 54 months.
- Average BSR
- #24
- Prime
- 100%
- Sponsored
- 90%
- Out of stock
- 0.0%
- Average brand age
- 54 months
Products
Top Mascara products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
essence | Lash Princess False Lash Effect Mascara | Volumizing & Lengthening | Cruelty Free & Paraben Free
- Price
- $4.67
- Rating
- 4.3/5
- Reviews
- 415,492
- Age
- 10y ago
Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Blackest Black 1 Count
- Price
- $9.62
- Rating
- 4.5/5
- Reviews
- 185,759
- Age
- 5y ago
Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Very Black 1 Count
- Price
- $9.40
- Rating
- 4.5/5
- Reviews
- 185,759
- Age
- 5y ago
essence | Lash Princess False Lash Waterproof Mascara | Vegan & Cruelty Free | For Length & Volume (Pack of 1)
- Price
- $4.72
- Rating
- 4.4/5
- Reviews
- 82,156
- Age
- 7y ago
Maybelline Lash Sensational Sky High Waterproof Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Very Black 1 Count
- Price
- $8.36
- Rating
- 4.5/5
- Reviews
- 185,759
- Age
- 22y ago
Trending
90-day click momentum
Maybelline Lash Sensational Sky Tubes Tubing Mascara Extension-Like Lengthening Mascara 24HR Eye Makeup with Shea Butter & Castor Oil Very Black 1 Count
- Price
- $10.85
- Rating
- 4.4/5
- Reviews
- 636
- Age
- 3mo ago
LOreal Paris Original Voluminous Mascara Building Mascara Volume and Length Formula Washable Black Brown 0.28 Fl Oz. 1 Count
- Price
- $9.07
- Rating
- 4.5/5
- Reviews
- 24,155
- Age
- 22y ago
LOreal Paris Voluminous Panorama Mascara Volumizing and Lengthening Mascara Washable Longwear and Smudge Resistant Make Up Blackest Black 0.33 Fl Oz
- Price
- $12.15
- Rating
- 4.5/5
- Reviews
- 22,283
- Age
- 2y ago
Maybelline Lash Sensational Sky High Waterproof Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Very Black 1 Count
- Price
- $8.36
- Rating
- 4.5/5
- Reviews
- 185,759
- Age
- 22y ago
Maybelline Lash Sensational Waterproof Mascara Lengthening and Volumizing for a Full Fan Effect Brownish Black 1 Count
- Price
- $9.75
- Rating
- 4.4/5
- Reviews
- 21,351
- Age
- 11y ago
Newest
by launch dateMaybelline Lash Sensational Sky Tubes Tubing Mascara Extension-Like Lengthening Mascara 24HR Eye Makeup with Shea Butter & Castor Oil Very Black 1 Count
- Price
- $10.85
- Rating
- 4.4/5
- Reviews
- 636
- Age
- 3mo ago
Maybelline The Colossal Bubble Washable Mascara Buildable Mascara Volume and Length Formula for Bold Separated Lashes Blackest Black 1 Count
- Price
- $9.57
- Rating
- 4.2/5
- Reviews
- 8,900
- Age
- 1y ago
essence | Lash Without Limits Tubing Extreme Lengthening & Volume Mascara | Waterproof & Tubing| Vegan Cruelty Free & Paraben Free
- Price
- $4.69
- Rating
- 4.3/5
- Reviews
- 10,064
- Age
- 1y ago
tarte tartelette XL tubing mascara Lash Extensions in a Tube with Peptide Extra-Bold Buildable Length & Volume Smudge-Proof Longwear Easy-to-Remove Vegan & Cruelty-Free full size black
- Price
- $20.19
- Rating
- 4.4/5
- Reviews
- 3,957
- Age
- 2y ago
essence | Lash Princess False Lash Effect Mascara Brown (1 Pack) | Intense Volume Length & Definition | Vegan Cruelty Free & Paraben Free
- Price
- $4.69
- Rating
- 4.3/5
- Reviews
- 415,492
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 43% of clicks. Leaders hold, but buyers still shop past them.
Brands
13 rising
Sellers
195
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
43%
Top 20: 74%
Open market
6%
- MAYBELLINE41%
- Essence Cosmetics31%
- L'Oreal Paris13%
- tarte5%
- Lancôme2%
- COVERGIRL2%
- Open — no brand owns it (7 brands, 6%)
Demand
Mascara search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.4×
Search terms
Top Mascara search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- mascara10.0M/yr
- maybelline mascara1.8M/yr
- mascara volume and length2.2M/yr
- waterproof mascara1.4M/yr
- maybelline1.7M/yr
- tubing mascara1.1M/yr
- mascara waterproof1.1M/yr
- essence mascara871K/yr
- essence778K/yr
- mascara for older women 60 plus715K/yr
Reviews and returns
What reviews say buyers love and hate about Mascara
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Looks like false lashes
False eyelashes effect
Issues with Prime Mascara
smears bad
Not Smudge Proof
Smears alot
Bone dry
Dried Up
Dry and crumbly
A little expensive
Expensive
Costs too much
Hard to use
Difficult to remove
Hard to put on
Love
Eyelash Enhancement
also good eyelash combs
Prime is good mascara
It is always consistent in quality
Excellent product, as described
Decent quality
Money well spent
Great deal
Great buy for the money
Does not smear
Lasts all day without smudging
Doesn't smudge
Ease of use
Easy on
Goes on easy
Return
0.5% Return rate 31% Fixable by listing
Bone dry
Dried Up
Dry and crumbly
NOT as described
Misleading description
False advertising
NOT WATER PROOF
Not smudge-free or waterproof
not water proof
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Mascara questions
Answered from the same tracked data.