refy mascara
Worth a lookShows a sweet-spot price point ($25.76 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Avg price
Incredible$25.76avg listing price — sweet spot $15–$100
Returns
Great1.2%return rate — above 5% kills the launch gate
Price range
Great$11.94–$50.63cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great10.0%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.1★avg incumbent rating — lower means beatable quality
Market size
Great$1.0M$1.0M/yr · 406K searches
Review moat
Okay2,419.83avg incumbent reviews — the moat a new listing must climb
Growth
Bad-1.5%90-day search growth — must beat 0% to launch
Competition
Bad82%top-5 click share — a locked-up shelf
Brand share
Bad97%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, refy mascara is a $1.0M/yr Amazon United States market (406K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Nov. Verdict: Worth a look — 56/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
refy mascara market data
- Units sold / yr
- 30K–40K
- avg 2,000–2,500/product
- Revenue / yr
- $773K–$1.0M
- units × avg price
- Conversion rate
- 10.0%
- Avg BSR
- #362
- Page quality
- 0%
- Prime
- 92%
- Sponsored
- 58%
- Out of stock
- 1.0%
- Avg brand age
- 65 months
- Avg seller age
- 138 days
Competition & brand share
The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 flat
Sellers
27
Top-5 brand share
97%
Top 20: 97%
Top-5 click share
82%
Top 20: 100%
Open market
0%
- Lancôme52%
- Tower 2839%
- REFY4%
- --3%
- Generic2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.5% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 4.8×
Top refy mascara search terms
- tower 28 mascara86K/yr
- lancome lash idole mascara42K/yr
- refy mascara132K/yr
- lancome idole mascara32K/yr
- idole mascara22K/yr
- lash idole mascara12K/yr
- lancme lash idle mascara4K/yr
- lancome lash idole6K/yr
- lancome lash idole mascara waterproof5K/yr
- lancme lash idle4K/yr
Top refy 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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$19.944.2★1,353 rev
Lancme Lash Idle Lash-Lifting & Volumizing Mascara - Black Mascara for Instant Volume Length & Lift - Smudge Proof & Up To 24H Wear - Black
Lancôme$19.844.5★10,286 rev
Lancme Lash Idle Lash-Lifting & Volumizing Mascara Instant Volume Length & Lift Smudge-Proof 24H Wear Lengthening Mascara Travel Size Black Mascara
Lancôme$12.624.5★10,286 rev
Tower 28 Mini MakeWaves Vegan Black Mascara - Volumizing & Lengthening Mascara for Sensitive Eyes - With Aquaflex Technology for Humidity-Proof Lift - Hypoallergenic Eye Makeup - Jet (0.18 oz)
Tower 28$11.944.2★1,353 rev
REFY Sculpting Lash Mascara - Brown Comb-Like Wand Non-Clumping Non-Transfer Smudge-Proof Long-Wearing Nourishing Strengthening
REFY$48.580.0★0 rev
Newest
by launch dateTower 28 Mini MakeWaves Vegan Black Mascara - Volumizing & Lengthening Mascara for Sensitive Eyes - With Aquaflex Technology for Humidity-Proof Lift - Hypoallergenic Eye Makeup - Jet (0.18 oz)
Tower 28$11.941,353 rev
REFY Sculpting Lash Mascara - Brown Comb-Like Wand Non-Clumping Non-Transfer Smudge-Proof Long-Wearing Nourishing Strengthening
REFY$48.580 rev
Tower 28 MakeWaves Vegan Brown Mascara - Volumizing & Lengthening Mascara for Sensitive Eyes - With Aquaflex Technology for Humidity-Proof Lift - Hypoallergenic Eye Makeup - Drift (0.29 oz)
Tower 28$19.901,353 rev
R.E.F.Y Lash Sculpt Lengthen and Lift Mascara (0.338 oz / 10 mL) - Black Lengthening Lifting Long-lasting
Generic$50.636 rev
Lancme Lash Idle Flutter Extension Lash-Lengthening Mascara - Black Mascara for Instant Lash Extension Look - Clump & Flake Resistant Up To 24H Wear - Black
Lancôme$23.381,431 rev
Trending
90-day click momentumREFY Sculpting Lash Mascara - Brown Comb-Like Wand Non-Clumping Non-Transfer Smudge-Proof Long-Wearing Nourishing Strengthening
REFY$48.580.0★
Tower 28 MakeWaves Vegan Brown Mascara - Volumizing & Lengthening Mascara for Sensitive Eyes - With Aquaflex Technology for Humidity-Proof Lift - Hypoallergenic Eye Makeup - Drift (0.29 oz)
Tower 28$19.904.2★
Lancme Lash Idle Lash-Lifting & Volumizing Mascara - Black Mascara for Instant Volume Length & Lift - Smudge Proof & Up To 24H Wear - Black
Lancôme$19.844.5★
Lancme Lash Idle Lash-Lifting & Volumizing Mascara Instant Volume Length & Lift Smudge-Proof 24H Wear Lengthening Mascara Travel Size Black Mascara
Lancôme$12.624.5★
Tower 28 Mini MakeWaves Vegan Black Mascara - Volumizing & Lengthening Mascara for Sensitive Eyes - With Aquaflex Technology for Humidity-Proof Lift - Hypoallergenic Eye Makeup - Jet (0.18 oz)
Tower 28$11.944.2★
What buyers say about refy mascara
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality”
“This mascara brings out the beautiful lashes in every single person I promise you”
“Doesnt smear”
“Worth buying”
“Great color”
“Easy to apply”
“long lasting wear”
“fairly easy to remove”
“The size is perfect”
“Goes on clean and easy”
What buyers complain about
“Definitely not worth the price”
“This didnt do anything for my eyelashes”
“It smudges”
“gave me a rash next to my eyes”
“The product was very dry”
“It doesn't have the thickness as this one does”
“Not good cheap”
“making it very difficult to use”
“This does not work at all for me”
“Doesnt last”
Top return reasons
Common questions
- Is refy mascara profitable to sell on Amazon United States?
- The niche generates $1.0M/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -1.5%. Flapen's verdict: Worth a look (56/100).
- How competitive is the refy mascara niche?
- 4 brands and 27 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in refy mascara?
- Top complaints mined from reviews: Value For Money, Eyelash Quality, Smudge Resistance. The return rate is 1.2%.
- When does demand for refy mascara peak?
- Demand peaks in Nov; the busiest month runs 4.8× the quietest.
- What does it cost to enter the refy mascara niche?
- Listings span $11.94–$50.63; the average listing price is $25.76 (sweet spot $15–$100). The average incumbent carries 2,420 reviews — the moat a new listing must climb.