maybelline nail polish
Worth a lookShows low returns (0.7%), but a deep review moat (16,341 avg reviews) keeps it on the watch list.
Returns
Incredible0.7%return rate — above 6% kills the launch gate
Competition
Great27%top-5 click share — an open shelf
Growth
Good+43.8%90-day search growth — must beat 0% to launch
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay$156K$156K/yr · 827K searches
Price range
Okay$1.29–$21.69cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Conversion
Okay2.3%search→purchase rate — share of searches ending in a sale
Avg price
Bad$8.18avg listing price — sweet spot $15–$100
Review moat
Bad16,340.75avg incumbent reviews — the moat a new listing must climb
Competition
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
14 flat
Sellers
131
Top-5 brand share
87%
Open market
9%
- Sally Hansen51%
- OPI20%
- essie8%
- SAVILAND4%
- Morovan4%
- OpenLive4%
- Open — no brand owns it (8 brands, 9%)
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 64 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Semi-Opaque Glossy | 239 In a Blush | Pale Pink Nude Nail Color
Sally Hansen$5.904.4★14,776 rev
Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 460 Traveling Light | Light Lavender Nail Color
Sally Hansen$5.874.5★7,197 rev
SAVILAND 6pcs Ombre Nail Polish Sets: Charm Pink Blue Gold Purple Pearl Summer Fingernail Polish Colors Air Quick Dry Nail Polish Plant-base Castor Oil Natural Nail Lacquer Women Home Manicure DIY
SAVILAND$10.854.2★3,608 rev
Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 60 Triple Thread | Pearlized Rose Pink Nail Color
Sally Hansen$5.874.4★14,776 rev
Sally Hansen Hard as Nails Heart of Stone Long Lasting Chip Resistant Opaque Shiny Pink Nail Polish
Sally Hansen$2.164.4★28,405 rev
Newest
by launch date
Sally Hansen Insta-Dri the Smoothie Shop Collection Dragon Fruit Crush Nail Polish Satin-Matte Finish Quick-Dry Nail Polish One-Coat Application 0.31oz
Sally Hansen$7.8314,776 rev
Sally Hansen Color Therapy Scented Nail Polish | Biotin Argan Oil Long Lasting Healthy Nails Nail Strengthener Opaque | 462 Peel the Love Citrus Spritz| Pink Nail Color
Sally Hansen$7.4819,424 rev
OPI RapiDry What a Winterful World | Opaque Cool Dark Teal Crme Quick Dry Nail Polish | Vegan Smudge Proof Fast Drying | Snow Time to Waste | Holiday 2025
OPI$9.04543 rev
OPI RapiDry So Berry Quick | Opaque Dark Berry Red Crme Quick Dry Nail Polish | Vegan Smudge Proof Fast Drying | Snow Time to Waste | Holiday 2025
OPI$8.88543 rev
OpenLive 16.5ml Dusty Rose Nail Polish Large Volume Quick Drying Light Pink Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
OpenLive$5.803,684 rev
Trending
90-day click momentum
Sally Hansen Insta-Dri Holo-Glow Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Semi-Opaque Shimmery | 104 All That Shimmers | Holographic Green Nail Color
Sally Hansen$5.764.3★
Sally Hansen Insta-Dri the Smoothie Shop Collection Dragon Fruit Crush Nail Polish Satin-Matte Finish Quick-Dry Nail Polish One-Coat Application 0.31oz
Sally Hansen$7.834.4★
Sally Hansen Miracle Gel Salon Quality Nail Polish | Gel-Like Formula Two-Step System No UV Light Needed Long Lasting | Opaque Shimmer | 512 Quartz And Kisses | Fuchsia Pink Nail Color
Sally Hansen$11.694.3★
Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Glossy | 275 Rapid Ros | Warm Rosy Pink Nail Color
Sally Hansen$7.174.4★
OPI RapiDry What a Winterful World | Opaque Cool Dark Teal Crme Quick Dry Nail Polish | Vegan Smudge Proof Fast Drying | Snow Time to Waste | Holiday 2025
OPI$9.044.3★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +43.8% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.9×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful Colors”
“Excellent Product”
“It is in fact fast dry”
“value for money”
“The finish is glossy”
“Very durable”
“Good Shine”
“Does exactly what it says”
“Application is easy”
“Easy to use”
What buyers complain about
“Color not as described”
“Seems low quality”
“Doesn't last”
“3 layers is too thick for my taste”
“Terrible Dry Time”
“Bottles are too small”
“A bit pricey”
“smell is unbearable”
“Not as Described”
“causes skin rash”