Is tubing mascara profitable to sell on Amazon United States?

The niche generates $3.4M/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +30.2%. Flapen's verdict: Launch it (58/100).

How competitive is the tubing mascara niche?

6 brands and 28 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in tubing mascara?

Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Value For Money. The return rate is 0.8%.

When does demand for tubing mascara peak?

Demand is steady year-round — the busiest month runs 1.6× the quietest.

What does it cost to enter the tubing mascara niche?

Listings span $4.69–$22.58; the average listing price is $13.94 (sweet spot $15–$100). The average incumbent carries 5,212 reviews — the moat a new listing must climb.

tubing mascara

Launch it

A $3.4M/yr market growing +30.2% this quarter with returns at 0.8% — clears our launch bar.

Market size

Incredible$3.4M

$3.4M/yr · 2.4M searches

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Conversion

Great10.3%

search→purchase rate — share of searches ending in a sale

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Avg price

Good$13.94

avg listing price — sweet spot $15–$100

Growth

Good+30.2%

90-day search growth — must beat 0% to launch

Price range

Okay$4.69–$22.58

cheapest to priciest tracked listing — scored on the share inside $15–$100

Review moat

Bad5,211.5

avg incumbent reviews — the moat a new listing must climb

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, tubing mascara is a $3.4M/yr Amazon United States market (2.4M searches/yr). The top 5 brands hold 97% of demand. Verdict: Launch it — 58/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

tubing mascara market data

Units sold / yr: 250K–300K; avg 15,000–20,000/product
Revenue / yr: $3.5M–$4.2M; units × avg price
Conversion rate: 10.3%
Avg BSR: #55
Page quality: 0%
Prime: 100%
Sponsored: 92%
Out of stock: 0.4%
Avg brand age: 52 months
Avg seller age: 133 days

Competition & brand share

The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 rising

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

tarte57%
Milani16%
MAYBELLINE10%
e.l.f.9%
Tarte5%
Essence Cosmetics3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +30.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.6×

Open Trend

Top tubing mascara search terms

tarte mascara757K/yr +33.2%12.9% conv.
milani mascara230K/yr +53.5%7.1% conv.
elf mascara297K/yr -2.7%6.4% conv.
tarte tubing mascara233K/yr +18.5%13.9% conv.
tartelette tubing mascara218K/yr +7.3%12.9% conv.
milani tubing mascara113K/yr +22.8%8.6% conv.
maybelline tubing mascara36K/yr +297.7%8.9% conv.
tube mascara67K/yr +16.2%7.7% conv.
maybelline sky tubes mascara17K/yr >1,000%12.0% conv.
sky tubes mascara maybelline15K/yr >1,000%12.9% conv.

All search terms

Top tubing 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

tarte tartelette tubing mascara Lash Extensions in a Tube Easy-to-Remove Eye Makeup Clinically Proven to Volumize & Curl 24Hr Smudge-Proof Longwear Vegan & Cruelty-Free full size black

tarte$21.164.4★5,069 rev

tarte tartelette XL tubing mascara Lash Extensions in a Tube with Peptide Extra-Bold Buildable Length & Volume Smudge-Proof Longwear Easy-to-Remove Vegan & Cruelty-Free full size black

tarte$20.194.4★3,957 rev

Milani Tubing Mascara | Highly Rated Mascara - Black | Length and Lift | Shea Butter to Nourish and Condition Lashes

Milani$12.964.1★4,598 rev

Maybelline Lash Sensational Sky Tubes Tubing Mascara Extension-Like Lengthening Mascara 24HR Eye Makeup with Shea Butter & Castor Oil Very Black 1 Count

MAYBELLINE$10.854.4★636 rev

e.l.f. Lash XTNDR Mascara Made With Tubing Technology For The Look Of Lash Extensions Clump & Flake Free Vegan & Cruelty-Free Pitch Black

e.l.f.$7.664.3★9,089 rev

Newest

by launch date

Milani Highly Rated Lash Extensions XL Volumizing Tubing Mascara - Extreme Volume Length and Lift - Black - 24 Hour Wear - 1 Count

Milani$13.8683 rev

3mo ago

Maybelline Lash Sensational Sky Tubes Tubing Mascara Extension-Like Lengthening Mascara 24HR Eye Makeup with Shea Butter & Castor Oil Very Black 1 Count

MAYBELLINE$10.85636 rev

3mo ago

essence | Lash Without Limits Tubing Extreme Lengthening & Volume Mascara | Waterproof & Tubing| Vegan Cruelty Free & Paraben Free

Essence Cosmetics$4.6910,064 rev

1y ago

e.l.f. Lash XTNDR Mascara Made With Tubing Technology For The Look Of Lash Extensions Clump & Flake Free Vegan & Cruelty-Free Pitch Black

e.l.f.$7.669,089 rev

2y ago

tarte tartelette XL tubing mascara Lash Extensions in a Tube with Peptide Extra-Bold Buildable Length & Volume Smudge-Proof Longwear Easy-to-Remove Vegan & Cruelty-Free full size black

tarte$20.193,957 rev

2y ago

What buyers say about tubing mascara

What buyers praise and complain about, mined from review topics.

What buyers love

Eyelash Quality34%

“Good lash seperation”

Smudge Resistance10%

“No flaking or smudging”

Quality-Overall10%

“Amazing quality”

Ease Of Use8%

“Easy to use”

Value For Money8%

“Worth the money”

Durability3%

“It stays on all day”

Size-Overall2%

“This fit the bill”

Ease Of Application2%

“Easy to apply”

Advertised Vs Actual Product2%

“As described”

Water Resistance2%

“Better than waterproof”

What buyers complain about

Eyelash Quality13%

“My eyelashes fell out”

Smudge Resistance10%

“smudges a bit”

Value For Money8%

“A little expensive”

Quality-Overall8%

“Terrible quality”

Moist/Dry7%

“Dried out”

Allergies4%

“it gave me a rash”

Functionality-Overall4%

“Does not work well”

Ease Of Use4%

“Difficult to remove”

Durability3%

“Broken”

Advertised Vs Actual Product3%

“Not as advertised”

Top return reasons

Advertised Vs Actual Product21%

Moist/Dry19%

Functionality-Overall13%

Color7%

Value For Money5%

Product Condition4%

Size-Overall4%

Eyeliner Quality3%

Quality-Overall3%

Defective Material/Parts2%

Common questions

Is tubing mascara profitable to sell on Amazon United States?: The niche generates $3.4M/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +30.2%. Flapen's verdict: Launch it (58/100).
How competitive is the tubing mascara niche?: 6 brands and 28 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in tubing mascara?: Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Value For Money. The return rate is 0.8%.
When does demand for tubing mascara peak?: Demand is steady year-round — the busiest month runs 1.6× the quietest.
What does it cost to enter the tubing mascara niche?: Listings span $4.69–$22.58; the average listing price is $13.94 (sweet spot $15–$100). The average incumbent carries 5,212 reviews — the moat a new listing must climb.