opi nail polish fall colors 2023
Worth a lookShows low returns (0.5%), but a small market ($59K/yr) keeps it on the watch list.
Returns
Incredible0.5%return rate — above 6% kills the launch gate
Competition
Great38%top-5 click share — an open shelf
Growth
Good+44.5%90-day search growth — must beat 0% to launch
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Okay78%top-5 brand share — brands hold most of the demand
Price range
Okay$1.08–$23.24cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay2.6%search→purchase rate — share of searches ending in a sale
Avg price
Bad$8.72avg listing price — sweet spot $15–$100
Review moat
Bad18,536.1avg incumbent reviews — the moat a new listing must climb
Market size
Bad$59K$59K/yr · 259K searches
Competition
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
21 rising
Sellers
98
Top-5 brand share
78%
Open market
18%
- OPI32%
- essie20%
- Sally Hansen16%
- Orly5%
- Morovan4%
- MAYCHAO4%
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 48 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
OPI Nail Lacquer My Solar Clock is Ticking | Opaque Dark Orange Crme Chip Resistant Nail Polish | Peru Collection
OPI$12.364.6★91,450 rev
OPI Nail Lacquer My Italian is a Little Rusty | Opaque Muted Orange Crme Chip Resistant Nail Polish | Muse of Milan Collection
OPI$12.234.6★91,450 rev
essie Nail Polish Salon-Quality Burnt Orange Nail Polish Vegan Yes I Canyon 0.46 fl oz
essie$7.074.6★7,240 rev
Essie Nail Color : Rocky Rose
essie$5.854.6★332 rev
OPI Nail Lacquer Slip Dressed Up | Opaque Dark Red Brown Crme Chip Resistant Nail Polish | Whats Your Mani-tude | Fall 2025
OPI$11.964.6★91,450 rev
Newest
by launch date
ILNP Rosewood - Soft Pink Terracotta Nail Polish Warm Dusty Rose Cream Non Gel Non-Toxic Vegan Cruelty-Free
ILNP Cosmetics, Inc.$9.97290 rev
Sally Hansen Color Therapy Scented Nail Polish | Biotin Argan Oil Long Lasting Healthy Nails Nail Strengenther Opaque | 293 Zest Intentions Citrus Spritz| Bright Burnt Orange Nail Color
Sally Hansen$8.0419,424 rev
Manucurist Green Nail Polish - Terracotta (Scorched Red Earth) - Classic - Professional Manicure Effect Polish - Nail Polish - 15ml
Manucurist$13.922,006 rev
Morovan Nude Nail Polish Set: 6 Colors Terracotta Butter Light Bright Summer Fingernail Polish 7day+ Long Lasting 1-2min Air Quick Dry Manicure Home DIY Gifts for Women Sweet Girls Outfit
Morovan$9.57646 rev
OpenLive 16.5ml Orange Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
OpenLive$5.961,330 rev
Trending
90-day click momentumMorovan Nude Nail Polish Set: 6 Colors Terracotta Butter Light Bright Summer Fingernail Polish 7day+ Long Lasting 1-2min Air Quick Dry Manicure Home DIY Gifts for Women Sweet Girls Outfit
Morovan$9.574.2★
IMGDD Matte Terracotta Nail Polish Quick Dry Burnt Orange Rust Brown Pumpkin Nude Nail Lacquer Fast Drying Long Lasting Mist Effect Matte Finish Velvet Air Dry Nail Polish for Nail Art (020 6ml)
IMGDD$6.433.3★
Manucurist Green Nail Polish - Terracotta (Scorched Red Earth) - Classic - Professional Manicure Effect Polish - Nail Polish - 15ml
Manucurist$13.924.2★
essie Nail Polish Salon-Quality Nude Pink Nail Polish Boho Rodeo Vegan Too Hot To Tame 0.46 fl oz
essie$8.644.6★
Sally Hansen Color Therapy Scented Nail Polish | Biotin Argan Oil Long Lasting Healthy Nails Nail Strengenther Opaque | 293 Zest Intentions Citrus Spritz| Bright Burnt Orange Nail Color
Sally Hansen$8.044.4★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +44.5% search growth over the last 90 days.Peak months: Sep, Oct, Nov · busiest ÷ quietest = 17.6×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Perfect shade”
“Excellent quality”
“reasonably priced”
“Durable and thick”
“Easy to use”
“Easy to apply”
“Its thick and doesnt clump so its not a bad buy”
“It's real bright”
“-cover very well”
“dries relatively quickly”
What buyers complain about
“The color is way off”
“Not as pictured”
“Do not dry well at all”
“I know it is extremely cheap”
“the odor is terrible”
“It chips within minutes of putting it on”
“1 of the 6 bottles is broken and leaking”
“Poor quality”
“Couldn't remove with nail polish remover”
“This is the worst nail polish ever”