Is waterproof makeup profitable to sell on Amazon United States?

The niche generates $188K/yr across 16 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is +31.9%. Flapen's verdict: Skip it (44/100).

How competitive is the waterproof makeup niche?

5 brands and 33 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in waterproof makeup?

Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Moist/Dry. The return rate is 0.4%.

When does demand for waterproof makeup peak?

Demand peaks in May–Jun–Jul; the busiest month runs 2.4× the quietest.

What does it cost to enter the waterproof makeup niche?

Listings span $4.65–$13.87; the average listing price is $7.30 (sweet spot $15–$100). The average incumbent carries 65,122 reviews — the moat a new listing must climb.

waterproof makeup

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great8.5%

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

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Growth

Good+31.9%

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

Market size

Okay$188K

$188K/yr · 303K searches

Competition

Okay68%

top-5 click share — leaders hold, buyers still browse

Avg price

Bad$7.30

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Review moat

Bad65,122

avg incumbent reviews — the moat a new listing must climb

Price range

Bad$4.65–$13.87

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

According to Flapen's Amazon United States niche tracking, waterproof makeup is a $188K/yr Amazon United States market (303K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May–Jun–Jul. Verdict: Skip it — 44/100.

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

waterproof makeup market data

Units sold / yr: 30K–40K; avg 2,000–2,500/product
Revenue / yr: $219K–$292K; units × avg price
Conversion rate: 8.5%
Avg BSR: #87
Page quality: 0%
Prime: 100%
Sponsored: 81%
Out of stock: 0.0%
Avg brand age: 51 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.

Brands

5 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

68%

Top 20: 100%

Open market

Essence Cosmetics68%
NYX PROFESSIONAL MAKEUP21%
FV5%
TIRTIR4%
SHEGLAM2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +31.9% search growth over the last 90 days.

Peak months: May, Jun, Jul · busiest ÷ quietest = 2.4×

Open Trend

Top waterproof makeup search terms

waterproof makeup108K/yr +50.4%1.1% conv.
essence waterproof mascara31K/yr +60.7%13.1% conv.
essence mascara waterproof46K/yr +1.6%11.1% conv.
lash princess mascara waterproof27K/yr +10.8%16.1% conv.
water proof makeup15K/yr +62.2%0.8% conv.
nyx face glue setting spray14K/yr +14.7%13.5% conv.
nyx glue setting spray12K/yr +13.0%11.6% conv.
essence lash princess mascara waterproof10K/yr +26.8%13.5% conv.
makeup waterproof6K/yr +33.4%0.4% conv.
lash princess waterproof4K/yr +80.6%13.8% conv.

All search terms

Top waterproof makeup 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

essence | Lash Princess False Lash Waterproof Mascara | Vegan & Cruelty Free | For Length & Volume (Pack of 1)

Essence Cosmetics$4.724.4★82,156 rev

NYX PROFESSIONAL MAKEUP The Face Glue Setting Spray Transfer-Resistant Waterproof Setting Spray Up to 24HR Make Up Wear

NYX PROFESSIONAL MAKEUP$9.084.4★4,392 rev

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

Essence Cosmetics$4.724.3★10,064 rev

FV Matte Waterproof Foundation-Longwear Transfer-Proof with Medium to Full Coverage Oil-control & Lightweight Liquid Foundation Makeup for Normal/Oily Skin 30g Natural Beige

FV$7.944.3★1,792 rev

essence | Lash Princess False Lash Waterproof Mascara | Vegan & Cruelty Free | Free From Parabens & Microplastic Particles (Pack of 3)

Essence Cosmetics$13.874.4★82,156 rev

Newest

by launch date

essence | Lash Princess Waterproof Mascara & Lash Princess Primer Bundle

Essence Cosmetics$9.9341 rev

4mo ago

essence | Lash Princess False Lash Effect Mascara & Lash Princess False Lash Waterproof Mascara Bundle

Essence Cosmetics$9.8646 rev

4mo ago

essence | Lash Princess False Lash Effect Mascara Purple | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free

Essence Cosmetics$4.65415,492 rev

7mo ago

essence | Lash Princess Slim Brush Long & Curl Mascara| Extreme Waterproof with Slim Fiber Brush | Vegan & Cruelty Free

Essence Cosmetics$4.92526 rev

9mo ago

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

Essence Cosmetics$4.7210,064 rev

1y ago

What buyers say about waterproof makeup

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

What buyers love

Eyelash Quality40%

“Great lash mascara”

Value For Money14%

“Best value”

Quality-Overall9%

“The price is super affordable for such good quality”

Water Resistance3%

“it is water proof”

Smudge Resistance3%

“Smudge proof”

Durability2%

“The bottle it comes in is durable”

Ease Of Use2%

“EASY TO PUT ON”

Advertised Vs Actual Product2%

“As described”

Color1%

“The green one is best”

Ease Of Application1%

“Easy to apply”

What buyers complain about

Eyelash Quality15%

“I have horrible eyelashes”

Smudge Resistance12%

“Not Smudge Proof”

Moist/Dry7%

“Very dry”

Water Resistance7%

“NOT WATERPROOF”

Functionality-Overall3%

“Didn't work for me”

Quality-Overall3%

“Absolute garbage”

Value For Money3%

“Not worth the price”

Allergies3%

“Itchy”

Thickness3%

“Way too thick”

Durability3%

“Broke”

Top return reasons

Functionality-Overall15%

Moist/Dry14%

Advertised Vs Actual Product12%

Water Resistance7%

Color6%

Eyeliner Quality5%

Adhesion/Stickiness3%