highlighter makeup
Worth a lookShows a sweet-spot price point ($23.49 avg), but weak search conversion (1.1%) keeps it on the watch list.
Avg price
Incredible$23.49avg listing price — sweet spot $15–$100
Returns
Great1.3%return rate — above 5% kills the launch gate
Competition
Great28%top-5 click share — an open shelf
Price range
Great$6.65–$81.38cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Review moat
Okay2,527.37avg incumbent reviews — the moat a new listing must climb
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Growth
Okay+5.1%90-day search growth — must beat 0% to launch
Market size
Bad$55K$55K/yr · 222K searches
Conversion
Bad1.1%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Arab Emirates niche tracking, highlighter makeup is a $55K/yr Amazon United Arab Emirates market (222K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Nov. Verdict: Worth a look — 52/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
highlighter makeup market data
- Units sold / yr
- 3K–4K
- avg 0–100/product
- Revenue / yr
- $70K–$94K
- units × avg price
- Conversion rate
- 1.1%
- Avg BSR
- #277
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 49%
- Out of stock
- 6.9%
- Avg brand age
- 47 months
- Avg seller age
- 72 days
Competition & brand share
Clicks spread well past the top 5 (28% combined) — an open shelf where new products get seen.Brands
19 rising
Sellers
81
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
28%
Top 20: 64%
Open market
13%
- Catrice Cosmetics54%
- Essence Cosmetics14%
- SHEGLAM6%
- Wet n Wild6%
- NYX PROFESSIONAL MAKEUP4%
- MAYBELLINE3%
- Open — no brand owns it (13 brands, 13%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +5.1% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.6×
Top highlighter makeup search terms
- catrice105K/yr
- highlighter makeup85K/yr
- كاتريس12K/yr
- essence highlighter6K/yr
- liquid highlighter8K/yr
- هايلايتر ميكب5K/yr
Top highlighter makeup products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Catrice More Than Glow Highlighter 020 5.9 gm
Catrice Cosmetics$13.384.1★1,565 rev
essence Baby GOT Glow Liquid Highlighter No. 20 Purple Defining Express Result Easy to Remove Glossy Vegan Oil-Free Paraben-Free No Microplastic Particles Pack of 10 ml
Essence Cosmetics$13.964.2★1,287 rev
Catrice Under Eye Brightener 020
Catrice Cosmetics$15.824.1★6,602 rev
SHEGLAM Makeup - Glow Bloom Liquid Highlighter Shimmer Finish - Long-wearing Waterproof Highlighter Makeup with Sponge Tip Applicator (Vanilla Frost) FL.OZ./5.2ml
SHEGLAM$22.764.2★1,431 rev
essence BABY GOT GLOW highlighter stick 20
Essence Cosmetics$14.444.6★79 rev
Newest
by launch dateessence BABY GOT GLOW highlighter stick 20
Essence Cosmetics$14.4479 rev
Halo Glow Silky Powder Highlighter - Blush Money
e.l.f.$60.37981 rev
Catrice Soft Glam Baked Blush 010
Catrice Cosmetics$19.11403 rev
Catrice Blushin Charm Multi Stick 010
Catrice Cosmetics$15.34192 rev
Catrice Lip Artist Matte Lipstick & Liner 020
Catrice Cosmetics$13.96127 rev
Trending
90-day click momentumCatrice Soft Glam Baked Blush 010
Catrice Cosmetics$19.114.5★
essence BABY GOT GLOW highlighter stick 20
Essence Cosmetics$14.444.6★
Catrice Blushin Charm Multi Stick 010
Catrice Cosmetics$15.344.2★
LOréal Paris Liquid Highlighter for Face and Body with Glycerin and Shea Butter Perfect Match Lumi Glotion Natural Glow Enhancer 903 Medium Glow 40 ml
L'Oreal Paris$76.364.5★
Catrice True Skin High Cover Concealer 010
Catrice Cosmetics$15.154.5★
What buyers say about highlighter makeup
What buyers praise and complain about, mined from review topics.What buyers love
“Good product”
“Very pretty color”
“Love the concealer so blendable and creamy”
“This is really good for its price”
“Its very hydrating”
“Its really handy and pigmented”
“Love it for a glowy look under my makeup”
“lasts all day if you set it :”
What buyers complain about
“Rash on my face”
“Not a good quality”
“So upset the first time it came it was broken I got it replaced”
“I got the wrong shade”
“The product is dry”
“Its not at all waterproof”
“barely any glow”
“old item and used product”
“doesnt last that long”
“Received dry already stained”
Top return reasons
Common questions
- Is highlighter makeup profitable to sell on Amazon United Arab Emirates?
- The niche generates $55K/yr across 65 tracked products. 1 of 10 products launched in the last 360 days are still selling. 90-day search growth is +5.1%. Flapen's verdict: Worth a look (52/100).
- How competitive is the highlighter makeup niche?
- 19 brands and 81 sellers compete. The top 5 products take 28% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in highlighter makeup?
- Top complaints mined from reviews: الحساسية, الجودة الشاملة, المواد/الأجزاء المعيبة. The return rate is 1.3%.
- When does demand for highlighter makeup peak?
- Demand peaks in Nov; the busiest month runs 1.6× the quietest.
- What does it cost to enter the highlighter makeup niche?
- Listings span $6.65–$81.38; the average listing price is $23.49 (sweet spot $15–$100). The average incumbent carries 2,527 reviews — the moat a new listing must climb.