matte nail polish
Worth a lookShows low returns (0.9%), but a small market ($44K/yr) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 6% kills the launch gate
Brand share
Great47%top-5 brand share — no brand owns this niche
Competition
Great32%top-5 click share — an open shelf
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Conversion
Okay3.6%search→purchase rate — share of searches ending in a sale
Growth
Okay+8.2%90-day search growth — must beat 0% to launch
Review moat
Okay3,620.47avg incumbent reviews — the moat a new listing must climb
Price range
Bad$2.32–$19.02cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad$7.81avg listing price — sweet spot $15–$100
Market size
Bad$44K$44K/yr · 155K searches
Competition
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.Brands
23 falling
Sellers
77
Top-5 brand share
47%
Open market
46%
- COSMOO13%
- OPI12%
- GAOY8%
- beetles Gel Polish7%
- Major Dijit7%
- modelones7%
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 43 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
OPI Matte Top Coat | Nail Polish Matte Top Coat | Prevents Chipping Protects Nails Matte Finish
OPI$11.404.6★10,139 rev
GAOY Matte Gel Top Coat 16ml Powder-Resist Matte Finish for Detail Chrome Powder Painting Long Lasting UV Gel Nail Art DIY
GAOY$6.884.8★1,592 rev
vieafenti Matte Nude Nail Polish 15ml Fast Drying Lacquer Velvet Mist Effect Matte Varnish No UV Lamp Air Dry Long Lasting Nail Polish for Women Manicurist Use
vieafenti$7.534.0★322 rev
COSMOO 12ml Wine Red Matte Nail Polish Deep Wine Red Quick Dry Nail Lacquer for Nail Art Varnish 0.41 fl oz Hot Pink
COSMOO$7.923.9★206 rev
wet n wild Wild Shine Nail Polish Matte Top Coat
wet n wild$3.524.3★24,054 rev
Newest
by launch date
Manucurist Active Blur Blurring Treatment Nail Polish Powder Pink Matte Nails Care with Niacinamide No Lamp Vegan & Made in France Nail Strengthener and Growth for Weak Nails Plant-Based
Manucurist$19.024,754 rev
GELLEN Matte Clear Nail Polish Top Coat No Lamp Needed Toxin HEMA Free
GELLEN$7.501,282 rev
OpenLive 16.5ml Matte Top Coat Quick Dry No Chip Long Lasting Clear Nail Polish Top Coats Classic Matte Effect Protects Color & Nails Top Coat Non-gel Salon Nail Art Gift for Women
OpenLive$5.9947 rev
AILALUO Matte Nail Polish 15ml Blue Quick Dry Nail Lacquer for Nail Art Varnish Mist Effect Matte Finish Velvet Nail Polish 0.5 fl oz
AILALUO$7.1919 rev
OpenLive 18ml Dusty Rose Matte Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
OpenLive$6.9839 rev
Trending
90-day click momentum
modelones Chrome Proof Matte Gel Top Coat 15 ML No Wipe Chrome Resistant Isolation Clear Gel Polish Velvet Finish for Detail Chrome Powder Painting Nail Art Long Lasting Thickening Solution Builder
modelones$6.844.5★
OpenLive 18ml Dusty Rose Matte Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
OpenLive$6.983.5★
IMGDD Dark Chocolate Brown Matte Nail Polish Quick Dry Coffee Brown Nail Lacquer Fast Drying Long Lasting Mist Effect Matte Finish Velvet Air Dry Nail Polish for Nail Art (025 6ml)
IMGDD$6.653.3★
Manucurist Active Blur Blurring Treatment Nail Polish Powder Pink Matte Nails Care with Niacinamide No Lamp Vegan & Made in France Nail Strengthener and Growth for Weak Nails Plant-Based
Manucurist$19.024.1★
Major Dijit Matte Nail Polish Quick Dry Nail Lacquer for Nail Art Varnish Mist Effect Matte Finish Velvet Nail Polish 0.35 fl oz (Sky Blue-18 10 ML)
Major Dijit$6.134.0★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +8.2% search growth over the last 90 days.Peak months: Sep, Oct, Nov · busiest ÷ quietest = 3.9×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“color is pretty”
“Great matte finish”
“Quality product for a fair price”
“Good value for money”
“Easy to Apply”
“Quick drying”
“Very durable”
“As advertised”
“Matt works great”
“Easy to use”
What buyers complain about
“They are small”
“Poor Quality”
“It not as expected color”
“Does not last”
“Leaked everywhere”
“Smells terrible”
“I ended up with dry”
“Disappointing for the price”
“thick”
“Loses its matte finish over time”