make up
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible€2.3M€2.3M/yr · 6.6M searches
Competition
Great38%top-5 click share — an open shelf
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay€2.33–€26.42cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay€11.10avg listing price — sweet spot $15–$100
Conversion
Okay3.2%search→purchase rate — share of searches ending in a sale
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Review moat
Bad20,112.88avg incumbent reviews — the moat a new listing must climb
Growth
Bad-19.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon Germany niche tracking, make up is a €2.3M/yr Amazon Germany market (6.6M searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Nov. Verdict: Worth a look — 56/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
make up market data
- Units sold / yr
- 200K–250K
- avg 4,000–5,000/product
- Revenue / yr
- €2.2M–€2.8M
- units × avg price
- Conversion rate
- 3.2%
- Avg BSR
- #17
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 92%
- Out of stock
- 0.1%
- Avg brand age
- 40 months
- Avg seller age
- 168 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
15 falling
Sellers
187
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
38%
Top 20: 71%
Open market
12%
- MAYBELLINE47%
- M. Asam21%
- L'Oreal Paris8%
- NYX PROFESSIONAL MAKEUP4%
- Kiko Milano3%
- Essence Cosmetics3%
- Open — no brand owns it (9 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -19.4% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.9×
Top make up search terms
- make up1.6M/yr
- schminke638K/yr
- asam beauty575K/yr
- mascara522K/yr
- wimperntusche432K/yr
- foundation481K/yr
- maybelline mascara312K/yr
- makeup332K/yr
- maybelline291K/yr
- m asam223K/yr
Top make up 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
Maybelline New York Sky High Mascara für extreme Länge & volles Volumen Tower Flex Bürste für Definition bis in die Spitzen Formel mit Bambusextrakt Schwarz (Very Black)
MAYBELLINE€7.184.4★78,762 rev
M. Asam Magic Finish Make Up Mousse Classic (30ml) 4-in-1 Primer Make up Puder & Concealer Kaschiert Gleicht aus Verschönert & Perfektioniert - Für helle bis mittlere Haut Vegan
M. Asam€18.374.4★26,836 rev
Maybelline New York Sky High Waterproof Mascara für extreme Länge & volles Volumen Wasserfeste Wimperntusche mit Tower Flex Bürste & Bambusextrakt Wischfest & Langanhaltend Schwarz
MAYBELLINE€7.414.4★78,762 rev
Maybelline New York Lash Sensational Voller-Wimpern-Fächer Mascara für voluminöse Wimpern 2-in-1 Wimpern-Entfalter-Bürste für den Fächer-Effekt Farbe: Very Black 9 5ml
MAYBELLINE€6.164.4★72,101 rev
Maybelline New York Sky High Cosmic Black Mascara für extreme Länge & kosmisches Volumen Ultra-schwarze Wimperntusche mit extra Pigmenten Tower Flex Bürste & Bambusextrakt für maximale Definition
MAYBELLINE€7.464.4★78,762 rev
Newest
by launch date
Maybelline New York Sky Tubes Mascara Tubing Wimperntusche für extreme Länge & sanftes Entfernen mit warmem Wasser Formel mit Shea Butter & Rizinusöl für gepflegte Wimpern Schwarz 7 2ml
MAYBELLINE€11.13251 rev
M. Asam MAGIC FINISH Geschenkset mit Make-up Mousse Classic (30 ml) & 5IN1 Hybrid Mascara Deep Black (8 ml) 4-in-1 Foundation & Volumen Mascara Make-up Geschenkset für Frauen
M. Asam€19.6220 rev
M. Asam MAGIC FINISH Grow & Tint Mascara Deep Black (12ml) Mascara mit Wachstumsserum & Tönungseffekt Wimpernpflege für mehr Länge & Volumen Für definierte & natürlich dunklere Wimpern Vegan
M. Asam€15.40676 rev
M. Asam AQUA INTENSE Supreme Hyaluron Cream (50 ml) Parfümfreie Feuchtigkeitscreme 120h Feuchtigkeitskomplex Gesichtscreme mit Anti-Falten-Effekt Tagescreme mit Hyaluron Gesichtscreme
M. Asam€18.253,250 rev
M. Asam AQUA INTENSE Mimic Booster Serum (20ml) Anti Aging Serum Mit Hyaluron Munapsys & Aloe Vera Zur Reduktion Von Mimikfalten Parfümfrei Für Empfindliche Haut
M. Asam€15.901,080 rev
Trending
90-day click momentumMaybelline New York Sky Tubes Mascara Tubing Wimperntusche für extreme Länge & sanftes Entfernen mit warmem Wasser Formel mit Shea Butter & Rizinusöl für gepflegte Wimpern Schwarz 7 2ml
MAYBELLINE€11.134.4★
M. Asam MAGIC FINISH Geschenkset mit Make-up Mousse Classic (30 ml) & 5IN1 Hybrid Mascara Deep Black (8 ml) 4-in-1 Foundation & Volumen Mascara Make-up Geschenkset für Frauen
M. Asam€19.624.6★
M. Asam AQUA INTENSE Supreme Hyaluron Cream (50 ml) Parfümfreie Feuchtigkeitscreme 120h Feuchtigkeitskomplex Gesichtscreme mit Anti-Falten-Effekt Tagescreme mit Hyaluron Gesichtscreme
M. Asam€18.254.5★
NYX Professional Makeup Buttermelt Bronze Bronzer für Gesicht und Körper Mit Shea Butter Mandelbutter & Mangobutter Für eine sonnengeküsste Bräune Farbe: Deserve Butta 1 x 5 g
NYX PROFESSIONAL MAKEUP€6.904.6★
NYX Professional Makeup Buttermelt Blush Rouge Cremige Textur mit Shea Butter Mandelbutter & Mangobutter Einfach zu verblenden für einen frischen Look Farbe: 02 Butta Together
NYX PROFESSIONAL MAKEUP€6.704.4★
What buyers say about make up
What buyers praise and complain about, mined from review topics.What buyers love
“Bester Mascara”
“Super Produkt”
“Die Farbe „Very Black“ ist schön intensiv”
“Der Blush lässt sich super einfach auftragen”
“Preis-Leistung super”
“Macht was er verspricht”
“Matches Fair to Medium Skin Tones”
“Dezent✨ Soooo soft und schön🤩”
“Super deckende Foundation”
“Perfekte Haltbarkeit”
What buyers complain about
“Überteuerter Müll”
“wirkt wie ausgetrocknet”
“Leider kein Lash-Sensational-Ergebnis”
“Qualität null”
“Wirkt nicht”
“Farbe nicht sichtbar”
“Allergie”
“Das Produkt war gebraucht”
“Verschmiert”
“verklumpt total und stinkt”
Top return reasons
Common questions
- Is make up profitable to sell on Amazon Germany?
- The niche generates €2.3M/yr across 48 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -19.4%. Flapen's verdict: Worth a look (56/100).
- How competitive is the make up niche?
- 15 brands and 187 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in make up?
- Top complaints mined from reviews: Preis-Leistungs-Verhältnis, Feucht/Trocken, Wimpernqualität. The return rate is 0.1%.
- When does demand for make up peak?
- Demand peaks in Nov; the busiest month runs 1.9× the quietest.
- What does it cost to enter the make up niche?
- Listings span €2.33–€26.42; the average listing price is €11.10 (sweet spot $15–$100). The average incumbent carries 20,113 reviews — the moat a new listing must climb.