---
title: "Mascara Set — $176K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/mascara-set"
last_updated: "2026-08-11T12:13:02.996Z"
locale: en
meta:
description: "Niche score 41/100 · $176K/yr market · 266K searches/yr · $7.46 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · $176K/yr market · 266K searches/yr · $7.46 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Mascara Set — $176K/yr Amazon US Niche (2026) - Flapen"
---
# **mascara set**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 36Growth 49Conversion 82Competition 25Returns 97Price range 0Avg price 21Brand share 0Review moat 24Quality gap 45
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.9%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Okay****+19.2%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****$176K**
$176K/yr · 266K searches
**Competition**
**Okay****70%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****6,623.94**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****$7.46**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****$4.51–$12.87**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, mascara set is a $176K/yr Amazon United States market (266K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 41/100.
Data updated Jul 14, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **mascara set market data**
- **Units sold / yr**
- **20K–25K**
- avg 500–750/product
- **Revenue / yr**
- **$149K–$187K**
- units × avg price
- **Conversion rate**
- **8.9%**
- **Avg BSR**
- **#107**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **29%**
- **Out of stock**
- **8.6%**
- **Avg brand age**
- **53 months**
- **Avg seller age**
- **139 days**
## **Competition & brand share**
The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**3 **▼falling
**Sellers**
**78**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**70%**
Top 20: 100%
**Open market**
**0%**
- MAYBELLINE66% - Essence Cosmetics32% - WanTuoluo1% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +19.2% search growth over the last 90 days.
15K10KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 8.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/mascara-set/trend)
## **Top mascara set search terms**
- **great lash mascara**37K/yr+33.9%11.7% conv. - **maybelline great lash mascara**32K/yr+19.1%9.5% conv. - **mascara set**56K/yr-30.2%0.6% conv. - **i love extreme mascara**10K/yr+143.8%10.8% conv. - **great lash**12K/yr-3.2%7.5% conv. - **essence i love extreme crazy volume mascara**4K/yr+472.3%12.0% conv. - **i heart extreme mascara**10K/yr+40.0%9.5% conv. - **mascara pack**14K/yr-7.6%0.8% conv. - **maybelline great lash**8K/yr+22.8%8.3% conv. - **maybelline mascara great lash**8K/yr+7.6%10.9% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/mascara-set/search-terms)
## **Top mascara set 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%$35K30%$53K40%$70K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 17 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**essence | I Love Extreme Crazy Volume Mascara (Pack of 1) | Intense & Dramatic Volume & Length in One Swipe | Vegan & Cruelty Free**Essence Cosmetics**$4.71**4.4★29,477 rev](https://www.amazon.com/dp/B00GSUCEJ6) [2**Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Very Black 2 Count**MAYBELLINE**$11.04**4.6★3,284 rev](https://www.amazon.com/dp/B078T1FBL4) [3**Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Blackest Black 1 Count**MAYBELLINE**$6.08**4.5★16,657 rev](https://www.amazon.com/dp/B00008Y1BE) [4**Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Brownish Black 1 Count**MAYBELLINE**$6.18**4.5★1,136 rev](https://www.amazon.com/dp/B00008MOQF) [5**Maybelline Great Lash Lots Of Lashes Washable Mascara Volumizing Thickening and Curling Mascara Very Black 1 Count**MAYBELLINE**$6.11**4.6★7,727 rev](https://www.amazon.com/dp/B004Y9M07Y)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Maybelline Lash Sensational Holiday Makeup Kit Includes Full-Size Sky High Mascara and Lash Sensational Glitter Mascara 1 Makeup Gift Set**MAYBELLINE**$12.69**278 rev9mo ago](https://www.amazon.com/dp/B0FLF3RP1M) [**essence Lash Princess Mascara Holiday Gift Set | 4 Vegan & Cruelty-Free Mascaras | False Lash Effect Waterproof Primer Curl & Volume | Stocking Stuffer for Beauty Lovers**Essence Cosmetics**$12.87**4,197 rev3y ago](https://www.amazon.com/dp/B0BFG4TR5P) [**Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Very Black 2 Count**MAYBELLINE**$11.04**3,284 rev8y ago](https://www.amazon.com/dp/B078T1FBL4) [**essence | I Love Extreme Volume Mascara Waterproof | Paraben Free | Cruelty Free | Black (Pack of 1 Waterproof)**Essence Cosmetics**$4.70**7,327 rev10y ago](https://www.amazon.com/dp/B012XYSK1G) [**Maybelline Great Lash Lots Of Lashes Washable Mascara Volumizing Thickening and Curling Mascara Blackest Black 2 Count**MAYBELLINE**$12.03**7,727 rev11y ago](https://www.amazon.com/dp/B0B59RFKHP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Maybelline Great Lash BIG Washable Mascara Volumizing Thickening Lengthening Mascara Brownish Black 1 Count**MAYBELLINE**$6.37**4.4★**▲ 90%**](https://www.amazon.com/dp/B002HHDH5Y) [**essence | I Love Extreme Crazy Volume Mascara (Pack of 1) | Intense & Dramatic Volume & Length in One Swipe | Vegan & Cruelty Free**Essence Cosmetics**$4.71**4.4★**▲ 60%**](https://www.amazon.com/dp/B00GSUCEJ6) [**Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Very Black 2 Count**MAYBELLINE**$11.04**4.6★**▲ 51%**](https://www.amazon.com/dp/B078T1FBL4) [**essence | I Love Extreme Volume Mascara (Pack of 1) | Flake Free Intense & Dramatic Volume | Vegan & Cruelty Free**Essence Cosmetics**$4.51**4.3★**▲ 33%**](https://www.amazon.com/dp/B0078205ZS) [**Maybelline Great Lash Lots Of Lashes Washable Mascara Volumizing Thickening and Curling Mascara Brownish Black 1 Count**MAYBELLINE**$6.21**4.6★**▲ 19%**](https://www.amazon.com/dp/B004Y9L9K8)
**~~View all trending →~~**
## **What buyers say about mascara set**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**39%
*“Great Lash Love”*
**Value For Money**15%
*“Great value”*
**Quality-Overall**10%
*“Good quality”*
**Ease Of Application**3%
*“Smooth application”*
**Water Resistance**3%
*“Waterproof and works well”*
**Color**3%
*“the color is good”*
**Smudge Resistance**3%
*“It doesnt smudge”*
**Durability**2%
*“Easy to use and durable”*
**Ease Of Use**2%
*“Easy to use”*
**Advertised Vs Actual Product**2%
*“It does what it says it does”*
### **What buyers complain about **
**Eyelash Quality**13%
*“this is not the mascara for you”*
**Moist/Dry**10%
*“It seemed dry”*
**Size-Overall**7%
*“Not a good fit for me”*
**Smudge Resistance**6%
*“These were smeared badly”*
**Functionality-Overall**5%
*“lacking in performance”*
**Quality-Overall**5%
*“The cost is not worth the poor quality”*
**Thickness**3%
*“Not real thick”*
**Water Resistance**3%
*“The waterproof version came off almost immediately, the curl and non-waterproof versions smudged and gave me raccoon eyes”*
**Value For Money**3%
*“This MASKcarUS is worth less than what I paid for it”*
**Durability**3%
*“and the wand broke off from the green handle”*
### **Top return reasons **
**Moist/Dry**20%
**Advertised Vs Actual Product**14%
**Color**14%
**Functionality-Overall**7%
**Eyeliner Quality**6%
**Water Resistance**6%
**Size-Overall**5%
**Eyelash Quality**3%
**Defective Material/Parts**3%
**Value For Money**3%
## **Common questions**
- **Is mascara set profitable to sell on Amazon United States?**
- The niche generates $176K/yr across 17 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +19.2%. Flapen's verdict: Skip it (41/100).
- **How competitive is the mascara set niche?**
- 3 brands and 78 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in mascara set?**
- Top complaints mined from reviews: Eyelash Quality, Moist/Dry, Size-Overall. The return rate is 0.5%.
- **When does demand for mascara set peak?**
- Demand peaks in Nov–Dec; the busiest month runs 8.3× the quietest.
- **What does it cost to enter the mascara set niche?**
- Listings span $4.51–$12.87; the average listing price is $7.46 (sweet spot $15–$100). The average incumbent carries 6,624 reviews — the moat a new listing must climb.
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