less is norse opi nail polish
Skip itA small market ($59K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 6% kills the launch gate
Competition
Good40%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Good4.0%search→purchase rate — share of searches ending in a sale
Price range
Okay$2.25–$23.60cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Avg price
Bad$8.64avg listing price — sweet spot $15–$100
Growth
Bad-12.4%90-day search growth — must beat 0% to launch
Review moat
Bad16,584.46avg incumbent reviews — the moat a new listing must climb
Market size
Bad$59K$59K/yr · 169K searches
Competition
The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
118
Top-5 brand share
89%
Open market
7%
- Sally Hansen30%
- OPI27%
- essie19%
- GELLEN10%
- CANNI3%
- GAOY3%
- Open — no brand owns it (6 brands, 7%)
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 37 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
OPI Nail Lacquer Less is Norse | Opaque Dark Blue Crme Chip Resistant Nail Polish | Iceland Collection
OPI$11.914.6★91,450 rev
Sally Hansen Hard as Nails Pumping Iron Long Lasting Chip Resistant Opaque Shimmery Silver Nail Polish
Sally Hansen$2.254.4★28,405 rev
Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Creme | 67 Extrava-grey | Cool Gray Nail Color
Sally Hansen$6.324.5★19,800 rev
GELLEN Gray Nail Polish Set Fall Winter Trendy Grey Regular Nail Polish Quick Air Dry 6 Dark Light Colors for Women Gifts DIY Fingernail Toe Nails Home Salon Not Gel Hema Free Non-toxic No Chip
GELLEN$10.164.2★2,868 rev
essie Nail Polish Glossy Shine Finish Petal Pushers 0.46 fl. oz.
essie$7.324.4★1,929 rev
Newest
by launch date
QUVINA 14 ML Nail Polish Long Lasting Quick Drying Gray Nail Polish Chip Resistant Nail Lacquer Fingernail Polish Streak-free Formula DIY Home Manicure Gift for Women #10
QUÉVINA$7.9418 rev
OPI GelColor Less is Norse | Opaque Dark Cool Gray Blue Crme LED Cure Gel Nail Polish | Salon-Quality Shine Long-Lasting Wear | Vegan & HEMA Free | 0.5 Fl Oz
OPI$23.60426 rev
GELLEN Gray Nail Polish Set Fall Winter Trendy Grey Regular Nail Polish Quick Air Dry 6 Dark Light Colors for Women Gifts DIY Fingernail Toe Nails Home Salon Not Gel Hema Free Non-toxic No Chip
GELLEN$10.162,868 rev
GELLEN 6PCS Black White Gray Nail Polish with Base Top Coat No Lamp Needed
GELLEN$9.682,868 rev
MIZHSE Dark Grey Mirror Nail Polish Quick Dry Metallic Nail Polish Air Dry Fast Chrome Nail Lacquer Black Oil-based Nail Art Manicure DIY Home
MIZHSE$7.82554 rev
Trending
90-day click momentum
Sally Hansen - Complete Salon Manicure Nail Color White To Black
Sally Hansen$6.474.5★
QUVINA 14 ML Nail Polish Long Lasting Quick Drying Gray Nail Polish Chip Resistant Nail Lacquer Fingernail Polish Streak-free Formula DIY Home Manicure Gift for Women #10
QUÉVINA$7.943.8★
OPI Nature Strong Dawn of a New Gray | Opaque Soft Gray Crme Natural Origin Nail Polish | Plant Based Vegan Cruelty Free
OPI$12.294.5★
Sally Hansen Good.Kind.Pure Nail Polish 350 Soothing Slate 0.33 fl oz (Pack of 1)
Sally Hansen$5.424.2★
OpenLive 16.5ml Jelly Light Gray Nail Polish Large Volume Quick Dry Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift
OpenLive$5.974.1★
Demand & seasonality
Weekly Amazon search volume, last 98 weeks — -12.4% search growth over the last 90 days.Peak months: Feb, Sep, Oct · busiest ÷ quietest = 8.3×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Colors are beautiful”
“Dries quickly”
“The quality is fun and chrome like”
“still looks good”
“Quick dry for sure”
“This is better than expected”
“Easy to apply”
“It goes on smoothly”
“The polish itself is great”
“The price is great too”
What buyers complain about
“Expected it to be a darker shade of grey”
“only redeeming quality is it drys fast”
“My nail polish arrived in used condition, half empty”
“after just one hour the paint started to peel off”
“The bottle cap broke in half right after the first use”
“Too thick to use”
“They do not match the description”
“only redeeming quality is it drys fast”
“Seems diluted - not typical Essie”
“Not impressed with the coverage”