Waterproof Mascara Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Waterproof Mascara sales on Amazon US totaled 498,000 units in July 2026 (▼ 43.9% vs. the prior month), generating an estimated $6,888,300 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 60.2% of unit volume and 47.8% of revenue, while a typical listing is priced at $15.71. The keyword itself pulled 111,519 Amazon queries over the same period (▼ 15.2% MoM).
Zooming out to the 12-month window ending July 2026, the waterproof mascara Top 50 moved 6,717,300 units and $96,236,930 in cumulative sales — an average of 559,775 units and $8,019,744 per month. Monthly throughput topped out at 887,000 units in June 2026 and dipped to 307,000 in May 2026, leaving the latest reading 3.8% higher than August 2025.
Waterproof Mascara 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
498K
▼ 43.9% MoM
Monthly Revenue 2026/07
$6.9M
▼ 54.9% MoM
Top 10 Market Share 2026/07
60.2%
Waterproof Mascara Market Share & Sales Concentration on Amazon US — July 2026
The most-sold waterproof mascara listing on Amazon US in July 2026 is ASIN B00T0C9XRK (Brand: Essence Cosmetics), which sold 80,000 units at $4.84 apiece — equal to 16.1% of every unit tracked in this report and 14% ahead of the No. 2 listing.
The Top 10 ASINs account for 300,000 units and $3,292,500 in July 2026 — 60.2% of unit volume and 47.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Waterproof Mascara' on Amazon
July 2026
Is 60.2% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00T0C9XRK
essence Lash Princess False Lash Effect Mascara, Black (Pack of 1) | Volumizing & Lengthening, Clump-Free Fiber Brush, Defines and Separates; Vegan, Cruelty Free, Paraben Free, Oil Free
80K
▼ 20.0%vs. prior month
$395.2K
latest month
12-month trend
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
B004BD107O
L’Oreal Paris Makeup Original Telescopic Mascara, Separating Mascara Volume and Length Formula, Washable, Blackest Black, 0.27 Fl Oz., 1 Count
20K
▼ 33.3%vs. prior month
$236.2K
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
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Best Waterproof Mascara Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
MAYBELLINE is the best-performing waterproof mascara brand in July 2026, moving 110,000 units across 3 ASINs for 36.7% of Top 10 volume. Essence Cosmetics follows with 100,000 units (33.3%), ahead of L'Oreal Paris on 20,000 units (6.7%).
With 7 brands splitting the Top 10 and 76.7% 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 $4.90 to $11.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
MAYBELLINE
3 ASINs in Top 10
36.7%
Units
110K
Revenue
$1.2M
Avg. price
$10.15
B08H3JPH74
$10.82·★4.5·187.8K revsMaybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Blackest Black, 1 Count
Units sold70KB0GNTLR45X
$10.82·★4.3·1.3K revsMaybelline Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
Units sold30KB00PFCT2R0
$8.80·★4.5·70K revsMAYBELLINE Lash Sensational Washable Mascara, Lengthening and Volumizing for a Full Fan Effect, Blackest Black, 1 Count
Units sold10K
Essence Cosmetics
2 ASINs in Top 10
33.3%
Units
100K
Revenue
$494.6K
Avg. price
$4.90
B00T0C9XRK
$4.84·★4.3·416.9K revsessence Lash Princess False Lash Effect Mascara, Black (Pack of 1) | Volumizing & Lengthening, Clump-Free Fiber Brush, Defines and Separates; Vegan, Cruelty Free, Paraben Free, Oil Free
Units sold80KB07TXJHYKB
$4.97·★4.4·82.7K 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
L'Oreal Paris
1 ASIN in Top 10
6.7%
Units
20K
Revenue
$236.2K
Avg. price
$11.97
B004BD107O
$11.97·★4.6·27.4K revsL’Oreal Paris Makeup Original Telescopic Mascara, Separating Mascara Volume and Length Formula, Washable, Blackest Black, 0.27 Fl Oz., 1 Count
Units sold20K
Trending Waterproof Mascara 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. Specifically, 3 ASINs forced its way in: B0F566TFJN booked 20K units at $26.00, with ▲ 0.0% MoM change.
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.
B0F566TFJN
Thrive Causemetics Liquid Lash Extensions Mascara, Rich Black Shade | Tubing Formula Lengthens, Volumizes, Curls, Smudge Proof, Washable, No Clumping or Flaking, Vegan & Cruelty Free, Brynn Shade
Price
$26.00
Rating
4.4
Reviews
4.6K
Latest month sales
B0BV73QM11
Lash Bond and Seal Mascara for Long Lasting Waterproof Eyelash Extensions - 5ml+5ml
Price
$9.98
Rating
4.1
Reviews
5.2K
Latest month sales
B00PFCT2R0
MAYBELLINE Lash Sensational Washable Mascara, Lengthening and Volumizing for a Full Fan Effect, Blackest Black, 1 Count
Unlock to view ASIN details and product titles
Price
$8.80
Rating
4.5
Reviews
70K
Latest month sales
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