---
title: "Waterproof Makeup — $188K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/waterproof-makeup"
last_updated: "2026-08-09T07:02:48.954Z"
locale: en
meta:
description: "Niche score 44/100 · $188K/yr market · 303K searches/yr · $7.30 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $188K/yr market · 303K searches/yr · $7.30 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Waterproof Makeup — $188K/yr Amazon US Niche (2026) - Flapen"
---
# **waterproof makeup**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 38Growth 57Conversion 81Competition 28Returns 98Price range 0Avg price 20Brand share 0Review moat 0Quality gap 68
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.3★**
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**
**Okay****68%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Bad****$7.30**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****65,122**
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 ~~](https://flapen.com/research/methodology)
## **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**
**33**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**68%**
Top 20: 100%
**Open market**
**0%**
- 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.
13K8KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May, Jun, Jul · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/waterproof-makeup/trend)
## **Top waterproof makeup search terms**
- **waterproof makeup**108K/yr+50.4%1.1% conv. - **essence waterproof mascara**31K/yr+60.7%13.1% conv. - **essence mascara waterproof**46K/yr+1.6%11.1% conv. - **lash princess mascara waterproof**27K/yr+10.8%16.1% conv. - **water proof makeup**15K/yr+62.2%0.8% conv. - **nyx face glue setting spray**14K/yr+14.7%13.5% conv. - **nyx glue setting spray**12K/yr+13.0%11.6% conv. - **essence lash princess mascara waterproof**10K/yr+26.8%13.5% conv. - **makeup waterproof**6K/yr+33.4%0.4% conv. - **lash princess waterproof**4K/yr+80.6%13.8% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/waterproof-makeup/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.
0%10%$19K20%$38K30%$56K40%$75K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**essence | Lash Princess False Lash Waterproof Mascara | Vegan & Cruelty Free | For Length & Volume (Pack of 1)**Essence Cosmetics**$4.72**4.4★82,156 rev](https://www.amazon.com/dp/B07TXJHYKB) [2**NYX PROFESSIONAL MAKEUP The Face Glue Setting Spray Transfer-Resistant Waterproof Setting Spray Up to 24HR Make Up Wear**NYX PROFESSIONAL MAKEUP**$9.08**4.4★4,392 rev](https://www.amazon.com/dp/B0DHY9JSNV) [3**essence | Lash Without Limits Extreme Lengthening & Volume Waterproof Mascara | Volumizing & Lengthening | Vegan Cruelty Free & Paraben Free**Essence Cosmetics**$4.72**4.3★10,064 rev](https://www.amazon.com/dp/B0F6982SC7) [4**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**$7.94**4.3★1,792 rev](https://www.amazon.com/dp/B0BRJD69T4) [5**essence | Lash Princess False Lash Waterproof Mascara | Vegan & Cruelty Free | Free From Parabens & Microplastic Particles (Pack of 3)**Essence Cosmetics**$13.87**4.4★82,156 rev](https://www.amazon.com/dp/B0858SMXX1)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**essence | Lash Princess Waterproof Mascara & Lash Princess Primer Bundle**Essence Cosmetics**$9.93**41 rev4mo ago](https://www.amazon.com/dp/B0GRC11ZPG) [**essence | Lash Princess False Lash Effect Mascara & Lash Princess False Lash Waterproof Mascara Bundle**Essence Cosmetics**$9.86**46 rev4mo ago](https://www.amazon.com/dp/B0GPFL4XBK) [**essence | Lash Princess False Lash Effect Mascara Purple | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free**Essence Cosmetics**$4.65**415,492 rev7mo ago](https://www.amazon.com/dp/B0FKGFDS6G) [**essence | Lash Princess Slim Brush Long & Curl Mascara| Extreme Waterproof with Slim Fiber Brush | Vegan & Cruelty Free**Essence Cosmetics**$4.92**526 rev9mo ago](https://www.amazon.com/dp/B0FLQ49BKW) [**essence | Lash Without Limits Extreme Lengthening & Volume Waterproof Mascara | Volumizing & Lengthening | Vegan Cruelty Free & Paraben Free**Essence Cosmetics**$4.72**10,064 rev1y ago](https://www.amazon.com/dp/B0F6982SC7)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**essence | Lash Princess Waterproof Mascara & Lash Princess Primer Bundle**Essence Cosmetics**$9.93**4.1★**▲ 261%**](https://www.amazon.com/dp/B0GRC11ZPG) [**essence | Lash Princess False Lash Effect Mascara & Lash Princess False Lash Waterproof Mascara Bundle**Essence Cosmetics**$9.86**4.6★**▲ 212%**](https://www.amazon.com/dp/B0GPFL4XBK) [**SHEGLAM Glow Bloom Liquid Waterproof Highlighter Long Lasting Cream Highlighter with Shimmer Dewy Finish - Vanilla Frost**SHEGLAM**$6.81**4.4★**▲ 210%**](https://www.amazon.com/dp/B0BHQQSX91) [**essence | Lash Princess False Lash Effect Mascara Purple | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free**Essence Cosmetics**$4.65**4.3★**▲ 162%**](https://www.amazon.com/dp/B0FKGFDS6G) [**essence | Lash Without Limits Tubing Extreme Lengthening & Volume Mascara | Waterproof & Tubing| Vegan Cruelty Free & Paraben Free**Essence Cosmetics**$4.69**4.3★**▲ 94%**](https://www.amazon.com/dp/B0F69BVF6G)
**~~View all trending →~~**
## **What buyers say about waterproof makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**40%
*“Great lash mascara”*
**Value For Money**14%
*“Best value”*
**Quality-Overall**9%
*“The price is super affordable for such good quality”*
**Water Resistance**3%
*“it is water proof”*
**Smudge Resistance**3%
*“Smudge proof”*
**Durability**2%
*“The bottle it comes in is durable”*
**Ease Of Use**2%
*“EASY TO PUT ON”*
**Advertised Vs Actual Product**2%
*“As described”*
**Color**1%
*“The green one is best”*
**Ease Of Application**1%
*“Easy to apply”*
### **What buyers complain about **
**Eyelash Quality**15%
*“I have horrible eyelashes”*
**Smudge Resistance**12%
*“Not Smudge Proof”*
**Moist/Dry**7%
*“Very dry”*
**Water Resistance**7%
*“NOT WATERPROOF”*
**Functionality-Overall**3%
*“Didn't work for me”*
**Quality-Overall**3%
*“Absolute garbage”*
**Value For Money**3%
*“Not worth the price”*
**Allergies**3%
*“Itchy”*
**Thickness**3%
*“Way too thick”*
**Durability**3%
*“Broke”*
### **Top return reasons **
**Functionality-Overall**15%
**Moist/Dry**14%
**Advertised Vs Actual Product**12%
**Water Resistance**7%
**Color**6%
**Eyeliner Quality**5%
**Adhesion/Stickiness**3%
**Quality-Overall**3%
**Defective Material/Parts**3%
**Value For Money**3%
## **Common questions**
- **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.
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