Maybelline Mascara Waterproof Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Maybelline Mascara Waterproof sales on Amazon US totaled 363,000 units in July 2026 (▼ 33.9% vs. the prior month), generating an estimated $4,213,600 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 60.6% of unit volume and 65.1% of revenue, while a typical listing is priced at $10.37. The keyword itself pulled 15,278 Amazon queries over the same period (▼ 0.3% MoM).
Zooming out to the 12-month window ending July 2026, the maybelline mascara waterproof Top 50 moved 4,595,650 units and $53,612,470 in cumulative sales — an average of 382,971 units and $4,467,706 per month. Monthly throughput topped out at 549,500 units in June 2026 and dipped to 211,200 in May 2026, leaving the latest reading 3.6% higher than August 2025.
Maybelline Mascara Waterproof Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
363K
▼ 33.9% MoM
Monthly Revenue 2026/07
$4.2M
▼ 44.1% MoM
Top 10 Market Share 2026/07
60.6%
Maybelline Mascara Waterproof Market Share & Sales Concentration on Amazon US — July 2026
The most-sold maybelline mascara waterproof listing on Amazon US in July 2026 is ASIN B08H3JPH74 (Brand: MAYBELLINE), which sold 70,000 units at $10.82 apiece — equal to 19.3% of every unit tracked in this report and 2.3× the volume of the No. 2 listing.
The Top 10 ASINs account for 220,000 units and $2,741,100 in July 2026 — 60.6% of unit volume and 65.1% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Maybelline Mascara Waterproof' on Amazon
July 2026
Is 60.6% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B08H3JPH74
Maybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Blackest Black, 1 Count
70K
▼ 22.2%vs. prior month
$745.5K
latest month
12-month trend
B0GNTLR45X
Maybelline Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
30K
▲ 50.0%vs. prior month
$322.8K
latest month
12-month trend
B07TXJHYKB
essence Lash Princess False Lash Waterproof Mascara, Black (Pack of 1) | Lengthens & Adds Volume, No Smudge, No Flake, Long Lasting, Fiber Brush, Vegan & Cruelty Free, Paraben Free
20K
▼ 33.3%vs. prior month
$99.4K
latest month
12-month trend
B01J1A3TFW
REVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 2 pack | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
20K
▼ 33.3%vs. prior month
$225K
latest month
12-month trend
B08H4FSGDW
Maybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Very Black, 1 Count
20K
▼ 33.3%vs. prior month
$182.2K
latest month
12-month trend
B0BG6FXQCC
Prime Prometics PrimeLash Mascara for Older Woman (Black) | Volumizing, Incredible Length in 2 Coats, Long-Stay, Zero Clumps, Hypoallergenic
20K
▼ 33.3%vs. prior month
$560K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Maybelline Mascara Waterproof Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
MAYBELLINE is the best-performing maybelline mascara waterproof brand in July 2026, moving 140,000 units across 5 ASINs for 63.6% of Top 10 volume. Essence Cosmetics follows with 20,000 units (9.1%), ahead of REVLON on 20,000 units (9.1%).
With 6 brands splitting the Top 10 and 81.8% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $4.97 to $11.38, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
MAYBELLINE
5 ASINs in Top 10
63.6%
Units
140K
Revenue
$1.5M
Avg. price
$10.33
B08H3JPH74
$10.82·★4.5·188.3K revsMaybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Blackest Black, 1 Count
Units sold70KB0GNTLR45X
$10.82·★4.2·1.5K revsMaybelline Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
Units sold30KB08H4FSGDW
$10.82·★4.5·188.3K revsMaybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Very Black, 1 Count
Units sold20KB00PFCT2R0
$9.45·★4.5·118.8K revsMaybelline Lash Sensational Washable Mascara, Lengthening and Volumizing for a Full Fan Effect, Blackest Black, 1 Count
Units sold10KB08H46YXYH
$9.74·★4.5·188.3K revsMAYBELLINE Lash Sensational Sky High Waterproof Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Very Black, 1 Count
Units sold10K
Essence Cosmetics
1 ASIN in Top 10
9.1%
Units
20K
Revenue
$99.4K
Avg. price
$4.97
B07TXJHYKB
$4.97·★4.4·82.8K revsessence Lash Princess False Lash Waterproof Mascara, Black (Pack of 1) | Lengthens & Adds Volume, No Smudge, No Flake, Long Lasting, Fiber Brush, Vegan & Cruelty Free, Paraben Free
Units sold20K
REVLON
1 ASIN in Top 10
9.1%
Units
20K
Revenue
$225K
Avg. price
$11.38
B01J1A3TFW
$11.38·★4.5·54.5K revsREVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 2 pack | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold20K
Trending Maybelline Mascara Waterproof Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. On the growth side, B002HHDH5Y leads positive momentum with ▲ 100.0% MoM growth on 2K units, with B07MHFMGJY close behind at ▲ 100.0% MoM on 1K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B002HHDH5Y
MAYBELLINE Great Lash BIG Washable Mascara, Volumizing, Thickening, Lengthening Mascara, Brownish Black, 1 Count
Price
$6.82
Rating
4.4
Reviews
4.2K
Latest month sales
B07MHFMGJY
wet n wild Mascara Mega Volume - Volumizing, Waterproof, Smudge-Resistant, Cruelty-Free, Gluten-Free, Sulfate-Free & Vegan - Very Black
Price
$2.31
Rating
4.1
Reviews
4.1K
Latest month sales
B0GNTLR45X
Maybelline Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
Unlock to view ASIN details and product titles
Price
$10.82
Rating
4.2
Reviews
1.5K
Latest month sales
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