---
title: "thrive mascara — $12.8M/yr Amazon United States Niche, Score 69/100 - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/thrive-mascara"
last_updated: "2026-07-20T20:03:13.814Z"
locale: en
meta:
description: "thrive mascara shows a $12.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "thrive mascara shows a $12.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "thrive mascara — $12.8M/yr Amazon United States Niche, Score 69/100 - Flapen"
---
# **thrive mascara**
**Worth a look**
Shows a $12.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 18Conversion 83Competition 70Returns 96Price range 87Avg price 95Brand share 48Review moat 23Quality gap 82
**Market size**
**Incredible****$12.8M**
$12.8M/yr · 4.3M searches
**Returns**
**Incredible****0.7%**
return rate — above 6% kills the launch gate
**Avg price**
**Incredible****$33.28**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$7.67–$82.68**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****9.0%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****43%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****76%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****7,439.91**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
150K100KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jan, Feb · busiest ÷ quietest = 2.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/thrive-mascara/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%5%$642K10%$1.3M15%$1.9M20%$2.6M1101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)3 products missing review or click data not plotted
All 34 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$30.34**4.4★4,106 rev](https://www.amazon.com/dp/B0F566TFJN) [2**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**$82.68**4.4★4,106 rev](https://www.amazon.com/dp/B0FTCY3FQH) [3**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**$30.54**4.1★1,620 rev](https://www.amazon.com/dp/B0F5LHNH2Z) [4**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**$19.57**4.3★35 rev](https://www.amazon.com/dp/B0GTM832N1) [5**Tubing Mascara Cosmetics Natural Lengthening Volumizing Eye Makeup 233**Huaifu Xiaolajiao**$20.81**3.6★3 rev](https://www.amazon.com/dp/B0GY32YSZC)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mascara (2)**Avitorry**$23.15**0 revtoday](https://www.amazon.com/dp/B0GWMQY45Z) [**Mascara**Avitorry**$21.88**1 revtoday](https://www.amazon.com/dp/B0GWMP333G) [**Tubing Mascara Cosmetics Waterproof Smudge-Proof Natural No Clumping Thick and Slender Lasting All Day (Rich Black)**Syoukou**$17.86**3 rev1mo ago](https://www.amazon.com/dp/B0H3T7MBY1) [**Tubing Mascara Cosmetics Natural Lengthening Volumizing Eye Makeup 778**Lancool**$21.29**2 rev1mo ago](https://www.amazon.com/dp/B0H25X1N8P) [**Tubing Mascara Cosmetics Natural422**MisaeMila**$21.53**2 rev1mo ago](https://www.amazon.com/dp/B0H1CQTL74)
**~~View all new products →~~**
### **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**$17.95**3.6★**▲ 307%**](https://www.amazon.com/dp/B0GTYMRJLN) [**Thrive Mascara Liquid Lash Extensions Mascara Tubing Mascara Lengthening Volumizing Smudge Proof No Clumping (Black 10.7g/0.38 OZ)**Avitorry**$18.10**0.0★**▲ 305%**](https://www.amazon.com/dp/B0GWMSSK68) [**Mascara (2)**Avitorry**$23.15**0.0★**▲ 304%**](https://www.amazon.com/dp/B0GWMQY45Z) [**Tubing Mascara Cosmetics Waterproof Smudge-Proof Natural No Clumping Thick and Slender Lasting All Day (Rich Black)**Syoukou**$17.86**5.0★**▲ 303%**](https://www.amazon.com/dp/B0H3T7MBY1) [**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**$75.03**4.4★**▲ 302%**](https://www.amazon.com/dp/B0FZF8XHQG)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**39%
*“the Prime Mascara was still in great shape”*
**Quality-Overall**11%
*“Excellent product”*
**Smudge Resistance**6%
*“Does not smear”*
**Ease Of Use**6%
*“Ease of use”*
**Value For Money**4%
*“Reasonable price”*
**Color**4%
*“Variety of colors”*
**Advertised Vs Actual Product**4%
*“Does what it says”*
**Ease Of Application**3%
*“Easy to apply”*
**Soft Feel**2%
*“It's quite soft”*
**Durability**2%
*“It stays on all day”*
### **What buyers complain about **
**Eyelash Quality**15%
*“Not a perfect mascara”*
**Value For Money**14%
*“Costs too much”*
**Advertised Vs Actual Product**6%
*“Misleading description”*
**Moist/Dry**6%
*“didnt dry”*
**Smudge Resistance**6%
*“Clumps and smears”*
**Ease Of Use**6%
*“Not easy to use”*
**Quality-Overall**5%
*“NOT ONE REDEEMING QUALITY WITH THIS PRODUCT”*
**Allergies**4%
*“My skin was so irritated”*
**Functionality-Overall**3%
*“Didn't work for me”*
**Durability**3%
*“some are falling out”*
### **Top return reasons **
**Advertised Vs Actual Product**18%
**Color**15%
**Moist/Dry**14%
**Functionality-Overall**10%
**Eyeliner Quality**6%
**Value For Money**5%
**Water Resistance**5%
**Product Condition**3%
**Eyelash Quality**3%
**Defective Material/Parts**2%
## **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.
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