---
title: "Ulta Mascara — $80K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/ulta-mascara"
last_updated: "2026-08-09T16:42:47.515Z"
locale: en
meta:
description: "Niche score 45/100 · $80K/yr market · 142K searches/yr · $8.88 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · $80K/yr market · 142K searches/yr · $8.88 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Ulta Mascara — $80K/yr Amazon US Niche (2026) - Flapen"
---
# **ulta mascara**
**Skip it**
A deep review moat (33,203 avg reviews) — this niche doesn't clear our bar today.
Market size 20Growth 39Conversion 70Competition 24Returns 97Price range 55Avg price 25Brand share 32Review moat 9Quality gap 78
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****6.4%**
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**
**Okay****86%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Okay****$8.88**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****71%**
top-5 click share — a locked-up shelf
**Market size**
**Bad****$80K**
$80K/yr · 142K searches
**Review moat**
**Bad****33,203.07**
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 ~~](https://flapen.com/research/methodology)
## **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**
**73**
**Top-5 brand share**
**86%**
Top 20: 100%
**Top-5 click share**
**71%**
Top 20: 100%
**Open market**
**8%**
- 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.
15K10KHoliday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Aug · busiest ÷ quietest = 2.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/ulta-mascara/trend)
## **Top ulta mascara search terms**
- **pink mascara**78K/yr+4.8%3.0% conv. - **i love extreme mascara**10K/yr+143.8%11.1% conv. - **essence i love extreme crazy volume mascara**4K/yr+472.3%13.0% conv. - **i heart extreme mascara**10K/yr+40.0%9.8% conv. - **extreme mascara**7K/yr+50.0%8.1% conv. - **hot pink mascara**5K/yr+4.0%2.8% conv. - **mascara pink**5K/yr-13.1%3.9% conv. - **essence extreme mascara**3K/yr+18.5%12.8% conv. - **pink mascara for eyelashes**5K/yr-56.8%2.3% conv. - **essence i love extreme volume mascara**6K/yr-67.9%7.9% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/ulta-mascara/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.
0%10%$8K20%$16K30%$24K40%$32K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**essence | I Love Extreme Crazy Volume Mascara (Pack of 1) | Intense & Dramatic Volume & Length in One Swipe | Vegan & Cruelty Free**Essence Cosmetics**$4.71**4.4★29,477 rev](https://www.amazon.com/dp/B00GSUCEJ6) [2**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**$9.52**4.1★4,428 rev](https://www.amazon.com/dp/B089QJRDRV) [3**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**$9.77**3.8★596 rev](https://www.amazon.com/dp/B0D3269JPF) [4**LGSZGDCN pink Mascara colored mascara Eyes Makeup Best Waterproof Fast Dry Eyelashes Curling Lengthening Eye Lashes Party Stage Use**LGSZGDCN**$7.14**4.0★5,818 rev](https://www.amazon.com/dp/B08SWCL9LN) [5**LZXLUKGIR Pink Mascara and Eyeliner Set Natural Curling Pink Mascara for Eyelashes Volumizing Lengthening Rimel de Pestaas Waterproof 5D Colored Eye Makeup**LZXLUKGIR**$8.61**3.9★10 rev](https://www.amazon.com/dp/B0G1RYDZDL)
**~~View all top sellers →~~**
### **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**$27.84**5,069 rev3mo ago](https://www.amazon.com/dp/B0GDW48MZS) [**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**$7.40**34 rev5mo ago](https://www.amazon.com/dp/B0GL1LRZ2V) [**LZXLUKGIR Pink Mascara and Eyeliner Set Natural Curling Pink Mascara for Eyelashes Volumizing Lengthening Rimel de Pestaas Waterproof 5D Colored Eye Makeup**LZXLUKGIR**$8.61**10 rev8mo ago](https://www.amazon.com/dp/B0G1RYDZDL) [**essence | Lash Without Limits Tubing Extreme Lengthening & Volume Mascara | Waterproof & Tubing| Vegan Cruelty Free & Paraben Free**Essence Cosmetics**$4.69**10,064 rev1y ago](https://www.amazon.com/dp/B0F69BVF6G) [**Maybelline Lash Sensational Sky High Glitter Mascara Diamond Effect Eye Makeup for Lashes and Brows Washable Space Diamond 1 Count**MAYBELLINE**$10.08**185,759 rev1y ago](https://www.amazon.com/dp/B0DFR5RL2D)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$27.84**4.4★**▲ 223%**](https://www.amazon.com/dp/B0GDW48MZS) [**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**$7.40**4.3★**▲ 187%**](https://www.amazon.com/dp/B0GL1LRZ2V) [**LZXLUKGIR Pink Mascara and Eyeliner Set Natural Curling Pink Mascara for Eyelashes Volumizing Lengthening Rimel de Pestaas Waterproof 5D Colored Eye Makeup**LZXLUKGIR**$8.61**3.9★**▲ 99%**](https://www.amazon.com/dp/B0G1RYDZDL) [**LOreal Paris Makeup Voluminous Original Mascara Deep Burgundy 0.26 Fl Oz**L'Oreal Paris**$9.06**4.4★**▲ 51%**](https://www.amazon.com/dp/B07BMYD4NX) [**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**$9.77**3.8★**— 8%**](https://www.amazon.com/dp/B0D3269JPF)
**~~View all trending →~~**
## **What buyers say about ulta mascara**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**47%
*“Excellent Mascara”*
**Value For Money**8%
*“Great value”*
**Quality-Overall**8%
*“As good as the expensive brands”*
**Color**5%
*“Great color”*
**Smudge Resistance**5%
*“Does not smear”*
**Ease Of Use**3%
*“Easy to use”*
**Ease Of Application**2%
*“Smooth application”*
**Advertised Vs Actual Product**2%
*“As advertised”*
**Size-Overall**1%
*“True to your size”*
**Durability**1%
*“It lasts well throughout the day”*
### **What buyers complain about **
**Eyelash Quality**18%
*“Eyelashes immediately clumped together”*
**Moist/Dry**8%
*“too dry”*
**Smudge Resistance**5%
*“Smudges under eyes”*
**Ease Of Use**4%
*“Hard for me to use”*
**Quality-Overall**4%
*“The cost is not worth the poor quality”*
**Allergies**4%
*“it gave me a rash”*
**Color**4%
*“the color is too light”*
**Thickness**3%
*“Doesn't really build thickness”*
**Value For Money**3%
*“Waste of money”*
**Water Resistance**3%
*“NOT waterproof”*
### **Top return reasons **
**Advertised Vs Actual Product**15%
**Color**14%
**Moist/Dry**14%
**Water Resistance**11%
**Functionality-Overall**9%
**Eyeliner Quality**7%
**Eyelash Quality**4%
**Product Condition**3%
**Value For Money**3%
**Quality-Overall**3%
## **Common questions**
- **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.
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