Is ulta mascara profitable to sell on Amazon United States?

The niche generates $80K/yr across 15 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +11.1%. Flapen's verdict: Skip it (45/100).

How competitive is the ulta mascara niche?

9 brands and 73 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 86% of demand.

What do buyers complain about in ulta mascara?

Top complaints mined from reviews: Eyelash Quality, Moist/Dry, Smudge Resistance. The return rate is 0.5%.

When does demand for ulta mascara peak?

Demand peaks in Jul–Aug; the busiest month runs 2.3× the quietest.

What does it cost to enter the ulta mascara niche?

Listings span $4.51–$27.84; the average listing price is $8.88 (sweet spot $15–$100). The average incumbent carries 33,203 reviews — the moat a new listing must climb.

ulta mascara

Skip it

A deep review moat (33,203 avg reviews) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good6.4%

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

Price range

Good$4.51–$27.84

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

Growth

Okay+11.1%

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

Brand share

Okay86%

top-5 brand share — brands hold most of the demand

Avg price

Okay$8.88

avg listing price — sweet spot $15–$100

Competition

Bad71%

top-5 click share — a locked-up shelf

Market size

Bad$80K

$80K/yr · 142K searches

Review moat

Bad33,203.07

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, ulta mascara is a $80K/yr Amazon United States market (142K searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Jul–Aug. Verdict: Skip it — 45/100.

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

ulta mascara market data

Units sold / yr: 8K–10K; avg 500–750/product
Revenue / yr: $71K–$89K; units × avg price
Conversion rate: 6.4%
Avg BSR: #111
Page quality: 0%
Prime: 100%
Sponsored: 80%
Out of stock: 4.5%
Avg brand age: 62 months
Avg seller age: 137 days

Competition & brand share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

Brands

9 rising

Sellers

Top-5 brand share

86%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

Essence Cosmetics46%
Maydear13%
ColourPop10%
MAYBELLINE10%
LGSZGDCN7%
LZXLUKGIR6%
Open — no brand owns it (3 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +11.1% search growth over the last 90 days.

Peak months: Jul, Aug · busiest ÷ quietest = 2.3×

Open Trend

Top ulta mascara search terms

pink mascara78K/yr +4.8%3.0% conv.
i love extreme mascara10K/yr +143.8%11.1% conv.
essence i love extreme crazy volume mascara4K/yr +472.3%13.0% conv.
i heart extreme mascara10K/yr +40.0%9.8% conv.
extreme mascara7K/yr +50.0%8.1% conv.
hot pink mascara5K/yr +4.0%2.8% conv.
mascara pink5K/yr -13.1%3.9% conv.
essence extreme mascara3K/yr +18.5%12.8% conv.
pink mascara for eyelashes5K/yr -56.8%2.3% conv.
essence i love extreme volume mascara6K/yr -67.9%7.9% conv.

All search terms

Top ulta 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 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

essence | I Love Extreme Crazy Volume Mascara (Pack of 1) | Intense & Dramatic Volume & Length in One Swipe | Vegan & Cruelty Free

Essence Cosmetics$4.714.4★29,477 rev

Maydear Pink Mascara for Eyelashes Waterproof Colored Mascara Long Lasting Smudgeproof Colorful Mascara for Women Fast Dry Lengthening Eye Makeup Party Stage Use - Rose

Maydear$9.524.1★4,428 rev

ColourPop BFF Mascara - Volumizing Lifting & Lengthening Mascara - Buildable Black Mascara with a Twisted Nylon Fiber Brush - Cruelty Free Eye Makeup - Pink Inc (.24 fl oz)

ColourPop$9.773.8★596 rev

LGSZGDCN pink Mascara colored mascara Eyes Makeup Best Waterproof Fast Dry Eyelashes Curling Lengthening Eye Lashes Party Stage Use

LGSZGDCN$7.144.0★5,818 rev

LZXLUKGIR Pink Mascara and Eyeliner Set Natural Curling Pink Mascara for Eyelashes Volumizing Lengthening Rimel de Pestaas Waterproof 5D Colored Eye Makeup

LZXLUKGIR$8.613.9★10 rev

Newest

by launch date

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 magenta

tarte$27.845,069 rev

3mo ago

ROSAWEE Pink Mascara and Eyeliner Set 5D Colored Waterproof Mascara for Eyelashes Volume and Length Smudge-Proof No Clumps or Flaking Natural Lengthening Curling Mascara for Women

Rosawee$7.4034 rev

5mo ago

LZXLUKGIR Pink Mascara and Eyeliner Set Natural Curling Pink Mascara for Eyelashes Volumizing Lengthening Rimel de Pestaas Waterproof 5D Colored Eye Makeup

LZXLUKGIR$8.6110 rev

8mo 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

Maybelline Lash Sensational Sky High Glitter Mascara Diamond Effect Eye Makeup for Lashes and Brows Washable Space Diamond 1 Count

MAYBELLINE$10.08185,759 rev

1y ago

What buyers say about ulta mascara

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

What buyers love

Eyelash Quality47%

“Excellent Mascara”

Value For Money8%

“Great value”

Quality-Overall8%

“As good as the expensive brands”

Color5%

“Great color”

Smudge Resistance5%

“Does not smear”

Ease Of Use3%

“Easy to use”

Ease Of Application2%

“Smooth application”

Advertised Vs Actual Product2%

“As advertised”

Size-Overall1%

“True to your size”

Durability1%

“It lasts well throughout the day”

What buyers complain about

Eyelash Quality18%

“Eyelashes immediately clumped together”

Moist/Dry8%

“too dry”

Smudge Resistance5%

“Smudges under eyes”

Ease Of Use4%

“Hard for me to use”

Quality-Overall4%

“The cost is not worth the poor quality”

Allergies4%

“it gave me a rash”

Color4%

“the color is too light”

Thickness3%

“Doesn't really build thickness”

Value For Money3%

“Waste of money”

Water Resistance3%

“NOT waterproof”

Top return reasons

Advertised Vs Actual Product15%

Color14%

Moist/Dry14%

Water Resistance11%

Functionality-Overall9%

Eyeliner Quality7%

Eyelash Quality4%

Product Condition3%