---
title: "Refy Mascara — $1.0M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/refy-mascara"
last_updated: "2026-08-10T22:04:04.179Z"
locale: en
meta:
description: "Niche score 56/100 · $1.0M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · $1.0M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Refy Mascara — $1.0M/yr Amazon US Niche (2026) - Flapen"
---
# **refy mascara**
**Worth a look**
Shows a sweet-spot price point ($25.76 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 78Growth 24Conversion 87Competition 15Returns 90Price range 89Avg price 95Brand share 8Review moat 41Quality gap 87
**Avg price**
**Incredible****$25.76**
avg listing price — sweet spot $15–$100
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Price range**
**Great****$11.94–$50.63**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****10.0%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.1★**
avg incumbent rating — lower means beatable quality
**Market size**
**Great****$1.0M**
$1.0M/yr · 406K searches
**Review moat**
**Okay****2,419.83**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-1.5%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****82%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****97%**
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 ~~](https://flapen.com/research/methodology)
## **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.
125K75KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 4.8×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/refy-mascara/trend)
## **Top refy mascara search terms**
- **tower 28 mascara**86K/yr+12.0%11.8% conv. - **lancome lash idole mascara**42K/yr+44.3%13.8% conv. - **refy mascara**132K/yr-45.8%1.1% conv. - **lancome idole mascara**32K/yr-7.0%14.5% conv. - **idole mascara**22K/yr+16.9%14.9% conv. - **lash idole mascara**12K/yr+4.9%11.8% conv. - **lancme lash idle mascara**4K/yr+325.6%11.6% conv. - **lancome lash idole**6K/yr+65.2%11.5% conv. - **lancome lash idole mascara waterproof**5K/yr+112.7%10.8% conv. - **lancme lash idle**4K/yr+76.4%10.1% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/refy-mascara/search-terms)
## **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.
0%10%$104K20%$209K30%$313K40%$418K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 12 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**4.2★1,353 rev](https://www.amazon.com/dp/B0BGMBRQP7) [2**Lancme Lash Idle Lash-Lifting & Volumizing Mascara - Black Mascara for Instant Volume Length & Lift - Smudge Proof & Up To 24H Wear - Black**Lancôme**$19.84**4.5★10,286 rev](https://www.amazon.com/dp/B08TPCHYLW) [3**Lancme Lash Idle Lash-Lifting & Volumizing Mascara Instant Volume Length & Lift Smudge-Proof 24H Wear Lengthening Mascara Travel Size Black Mascara**Lancôme**$12.62**4.5★10,286 rev](https://www.amazon.com/dp/B0968HWQBW) [4**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**$11.94**4.2★1,353 rev](https://www.amazon.com/dp/B0CLB7N7H2) [5**REFY Sculpting Lash Mascara - Brown Comb-Like Wand Non-Clumping Non-Transfer Smudge-Proof Long-Wearing Nourishing Strengthening**REFY**$48.58**0.0★0 rev](https://www.amazon.com/dp/B0FPKJ3HN9)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$11.94**1,353 rev10mo ago](https://www.amazon.com/dp/B0CLB7N7H2) [**REFY Sculpting Lash Mascara - Brown Comb-Like Wand Non-Clumping Non-Transfer Smudge-Proof Long-Wearing Nourishing Strengthening**REFY**$48.58**0 rev10mo ago](https://www.amazon.com/dp/B0FPKJ3HN9) [**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**$19.90**1,353 rev1y ago](https://www.amazon.com/dp/B0DXXKM8WY) [**R.E.F.Y Lash Sculpt Lengthen and Lift Mascara (0.338 oz / 10 mL) - Black Lengthening Lifting Long-lasting**Generic**$50.63**6 rev1y ago](https://www.amazon.com/dp/B0DVVRTNSZ) [**Lancme Lash Idle Flutter Extension Lash-Lengthening Mascara - Black Mascara for Instant Lash Extension Look - Clump & Flake Resistant Up To 24H Wear - Black**Lancôme**$23.38**1,431 rev1y ago](https://www.amazon.com/dp/B0DNLV82VY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**REFY Sculpting Lash Mascara - Brown Comb-Like Wand Non-Clumping Non-Transfer Smudge-Proof Long-Wearing Nourishing Strengthening**REFY**$48.58**0.0★**▲ 309%**](https://www.amazon.com/dp/B0FPKJ3HN9) [**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**$19.90**4.2★**▲ 39%**](https://www.amazon.com/dp/B0DXXKM8WY) [**Lancme Lash Idle Lash-Lifting & Volumizing Mascara - Black Mascara for Instant Volume Length & Lift - Smudge Proof & Up To 24H Wear - Black**Lancôme**$19.84**4.5★**▲ 26%**](https://www.amazon.com/dp/B08TPCHYLW) [**Lancme Lash Idle Lash-Lifting & Volumizing Mascara Instant Volume Length & Lift Smudge-Proof 24H Wear Lengthening Mascara Travel Size Black Mascara**Lancôme**$12.62**4.5★**▲ 18%**](https://www.amazon.com/dp/B0968HWQBW) [**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**$11.94**4.2★**▲ 11%**](https://www.amazon.com/dp/B0CLB7N7H2)
**~~View all trending →~~**
## **What buyers say about refy mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**16%
*“Good quality”*
**Eyelash Quality**13%
*“This mascara brings out the beautiful lashes in every single person I promise you”*
**Smudge Resistance**10%
*“Doesnt smear”*
**Value For Money**9%
*“Worth buying”*
**Color**8%
*“Great color”*
**Ease Of Application**7%
*“Easy to apply”*
**Durability**6%
*“long lasting wear”*
**Ease Of Use**5%
*“fairly easy to remove”*
**Size-Overall**3%
*“The size is perfect”*
**Ease Of Cleaning**2%
*“Goes on clean and easy”*
### **What buyers complain about **
**Value For Money**16%
*“Definitely not worth the price”*
**Eyelash Quality**7%
*“This didnt do anything for my eyelashes”*
**Smudge Resistance**7%
*“It smudges”*
**Allergies**7%
*“gave me a rash next to my eyes”*
**Moist/Dry**6%
*“The product was very dry”*
**Thickness**5%
*“It doesn't have the thickness as this one does”*
**Quality-Overall**5%
*“Not good cheap”*
**Ease Of Use**5%
*“making it very difficult to use”*
**Functionality-Overall**4%
*“This does not work at all for me”*
**Durability**4%
*“Doesnt last”*
### **Top return reasons **
**Moist/Dry**19%
**Color**16%
**Advertised Vs Actual Product**14%
**Product Condition**9%
**Functionality-Overall**8%
**Water Resistance**6%
**Value For Money**5%
**Size-Overall**3%
**Quality-Overall**2%
**Defective Material/Parts**2%
## **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.
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