blue nail polish
Worth a lookShows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.7%return rate — above 6% kills the launch gate
Growth
Great+71.6%90-day search growth — must beat 0% to launch
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Good4.8%search→purchase rate — share of searches ending in a sale
Market size
Okay$246K$246K/yr · 586K searches
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Avg price
Okay$8.83avg listing price — sweet spot $15–$100
Review moat
Bad16,020.59avg incumbent reviews — the moat a new listing must climb
Price range
Bad$1.05–$16.43cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
14 falling
Sellers
94
Top-5 brand share
86%
Open market
11%
- OPI34%
- Sally Hansen23%
- essie18%
- AZUREBEAUTY7%
- beetles Gel Polish5%
- Morovan3%
- Open — no brand owns it (8 brands, 11%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 41 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
OPI Nail Lacquer Tile Art to Warm Your Heart | Opaque Bright Blue Crme Chip Resistant Nail Polish | Lisbon Collection
OPI$11.984.6★21,489 rev
Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 492 On the Download | Dark Blue Nail Color.
Sally Hansen$5.914.5★7,197 rev
Sally Hansen Hard as Nails Sturdy Sapphire Long Lasting Chip Resistant Semi Opaque Shiny Blue Nail Polish
Sally Hansen$2.214.4★28,405 rev
OPI Nail Lacquer *Verified* | Opaque Bright Blue Crme Chip Resistant Nail Polish Your Way Collection
OPI$11.844.6★21,489 rev
essie salon-quality nail polish vegan blue cream tu-lips touch 0.46 fl oz
essie$6.704.4★9,794 rev
Newest
by launch date
OPI Nail Lacquer Up Up and Ablaze | Opaque Bright Neutral Blue Crme Chip Resistant Nail Polish x Supergirl Collection
OPI$11.96137 rev
OPI Nail Lacquer Catch a Wave of Happiness | Semi-Sheer Bright Navy-Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.83262 rev
OPI Nail Lacquer Sea-ze the Day | Opaque Bright Vivid Ocean Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.44262 rev
AZUREBEAUTY Nail Polish Set Quick Dry Non-Gel Fingernail Polish 4 Colors(Sky Baby Royal Navy Blue) Glossy DIY At-Home Manicure Gift Set for Women
AZUREBEAUTY$9.111,403 rev
AZUREBEAUTY Navy Blue Nail Polish Quick Dry Long-Lasting Natural Royal Blue Glossy Finish for DIY Manicure & Nail Art Salon Quality for Women 0.34Oz
AZUREBEAUTY$6.66114 rev
Trending
90-day click momentumOPI Nail Lacquer Up Up and Ablaze | Opaque Bright Neutral Blue Crme Chip Resistant Nail Polish x Supergirl Collection
OPI$11.964.6★
OPI Nail Lacquer Catch a Wave of Happiness | Semi-Sheer Bright Navy-Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.834.0★
OPI Nail Lacquer Sea-ze the Day | Opaque Bright Vivid Ocean Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.444.0★
AZUREBEAUTY Nail Polish Set Quick Dry Non-Gel Fingernail Polish 4 Colors(Sky Baby Royal Navy Blue) Glossy DIY At-Home Manicure Gift Set for Women
AZUREBEAUTY$9.114.1★
AZUREBEAUTY Navy Blue Nail Polish Quick Dry Long-Lasting Natural Royal Blue Glossy Finish for DIY Manicure & Nail Art Salon Quality for Women 0.34Oz
AZUREBEAUTY$6.664.2★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +71.6% search growth over the last 90 days.Peak months: May, Jun, Jul · busiest ÷ quietest = 2.8×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Colors are beautiful”
“Great quality”
“The iridescent finish is absolutely beautiful”
“easy to apply”
“Covers well”
“Has a great shine too”
“Durable”
“are easy to remove”
“goes on smooth”
“Great value”
What buyers complain about
“Darker than expected”
“Not as described”
“come out supper chunky”
“Garbage”
“Almost dried up”
“Waste of money”
“It came off the next day :”
“It smells like burning hair - not good”
“No coverage”
“applying it is awful”