thrive mascara
Worth a lookShows a $12.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$12.8M$12.8M/yr · 4.3M searches
Returns
Incredible0.7%return rate — above 6% kills the launch gate
Avg price
Incredible$33.28avg listing price — sweet spot $15–$100
Price range
Great$7.67–$82.68cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great9.0%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Review moat
Bad7,439.91avg incumbent reviews — the moat a new listing must climb
Growth
Bad-14.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, thrive mascara is a $12.8M/yr Amazon United States market (4.3M searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 69/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 250K–300K
- avg 12,500–15,000/product
- Revenue / yr
- $8.3M–$10.0M
- units × avg price
- Launch success
- 65%
- 11 of 17 new (360d)
- Conversion rate
- 9.0%
- Avg BSR
- #138
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 94%
- Out of stock
- 7.3%
- Avg brand age
- 52 months
- Avg seller age
- 131 days
Competition
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
16 rising
Sellers
58
Top-5 brand share
76%
Top 20: 100%
Top-5 click share
43%
Top 20: 80%
Open market
21%
- Thrive Causemetics56%
- Avitorry6%
- ANCAI6%
- Huaifu Xiaolajiao5%
- PRIME PROMETICS4%
- tarte3%
Demand & seasonality
Weekly Amazon search volume, last 102 weeks — -14.5% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 2.3×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 34 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Thrive Causemetics Thrive Mascara Liquid Lash Extensions Mascara Tubing Mascara Lengthening Volumizing & Curling Smudge Proof Washable No Clumping or Flaking Vegan Brynn (Rich Black)
Thrive Causemetics$30.344.4★4,106 rev
Thrive Causemetics Liquid Lash Extensions Mascara Makeup Gift Set Tubing Mascara Lengthening Volumizing Smudge Proof No Clumping or Flaking Cruelty Free Brynn (Rich Black)
Thrive Causemetics$82.684.4★4,106 rev
Thrive Causemetics Instant Brow Fix Semi-Permanent Eyebrow Gel Waterproof Tinted Eye Brow Gel with Vitamin B5 Smudge-Proof Long Lasting Definition Vegan & Cruelty Free Audrey (Medium Brown)
Thrive Causemetics$30.544.1★1,620 rev
Mascar a Liquid Lash Extensions Mascara Liquid for Lash Extensions Mascara-Brynn Thick and slender (Rich Black 10.7g 0.38 OZ (Pack of 1)
ANCAI$19.574.3★35 rev
Tubing Mascara Cosmetics Natural Lengthening Volumizing Eye Makeup 233
Huaifu Xiaolajiao$20.813.6★3 rev
Newest
by launch dateMascara (2)
Avitorry$23.150 rev
Mascara
Avitorry$21.881 rev
Tubing Mascara Cosmetics Waterproof Smudge-Proof Natural No Clumping Thick and Slender Lasting All Day (Rich Black)
Syoukou$17.863 rev
Tubing Mascara Cosmetics Natural Lengthening Volumizing Eye Makeup 778
Lancool$21.292 rev
Tubing Mascara Cosmetics Natural422
MisaeMila$21.532 rev
Trending
90-day click momentum
Tubing Mascara Cosmetics Natural Lengthening Volumizing Eye Makeup Waterproof & Smudge-Proof Long-Lasting No Clumping or Flaking (Rich Black)
LMYYG$17.953.6★
Thrive Mascara Liquid Lash Extensions Mascara Tubing Mascara Lengthening Volumizing Smudge Proof No Clumping (Black 10.7g/0.38 OZ)
Avitorry$18.100.0★
Mascara (2)
Avitorry$23.150.0★
Tubing Mascara Cosmetics Waterproof Smudge-Proof Natural No Clumping Thick and Slender Lasting All Day (Rich Black)
Syoukou$17.865.0★
Thrive Causemetics Brilliant Eye Brightener Eyeshadow Stick Bundle for Green Eyes 3 Shades Waterproof & Crease Proof Cream to Powder Long Lasting Formula 3 Shadow Sticks & Confetti Makeup Bag
Thrive Causemetics$75.034.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“the Prime Mascara was still in great shape”
“Excellent product”
“Does not smear”
“Ease of use”
“Reasonable price”
“Variety of colors”
“Does what it says”
“Easy to apply”
“It's quite soft”
“It stays on all day”
What buyers complain about
“Not a perfect mascara”
“Costs too much”
“Misleading description”
“didnt dry”
“Clumps and smears”
“Not easy to use”
“NOT ONE REDEEMING QUALITY WITH THIS PRODUCT”
“My skin was so irritated”
“Didn't work for me”
“some are falling out”
Top return reasons
Common questions
- Is thrive mascara profitable to sell on Amazon United States?
- The niche generates $12.8M/yr across 34 tracked products. 11 of 17 products launched in the last 360 days are still selling. 90-day search growth is -14.5%. Flapen's verdict: Worth a look (69/100).
- How competitive is the thrive mascara niche?
- 16 brands and 58 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in thrive mascara?
- Top complaints mined from reviews: Eyelash Quality, Value For Money, Advertised Vs Actual Product. The return rate is 0.7%.
- When does demand for thrive mascara peak?
- Demand peaks in Jan–Feb; the busiest month runs 2.3× the quietest.
- What does it cost to enter the thrive mascara niche?
- Listings span $7.67–$82.68; the average listing price is $33.28 (sweet spot $15–$100). The average incumbent carries 7,440 reviews — the moat a new listing must climb.
Related niches in Beauty & Personal Care
- 75bio oil lotionWorth a look
- 75mineral sunscreen sprayLaunch it
- 75glossier futuredew serumWorth a look
- 75skulta deep peptide eye maskWorth a look
- 75armpit sweat padsWorth a look
- 75press on toenailsLaunch it