Makeup
FailShoppers spend an estimated $2K a year here, so Makeup is a Fail.
- Flapen Score
- 32 / 100Ranks 74 of 111 Beauty niches · −3 vs the category median of 3532
- Market size
- $2K/yr14K searches / yr
- 90-day growth
- +5.1%search demand this quarter
- Competition
- 86%top-5 click share · 7 brands · 8 sellers
Flapen Score
Makeup against its category
The dotted line is the Beauty average. Past it, Makeup is stronger. Inside it, weaker.
Market
The Makeup market on Amazon at a glance
Shoppers on Amazon Singapore searched for Makeup 14K times last year and spent an estimated $2K. The top 5 brands take 86% of clicks. Flapen scores it 32 out of 100, a Fail.
01 · Demand
An estimated 0.7% of those searches ended in a purchase.
Shoppers searched for this 14K times in the last 12 months. That counts every search on Amazon Singapore for this niche's terms. An estimated 0.7% of those searches ended in a purchase. Searches in the last 90 days moved +5.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $2K a year.
- Searches, last 12 months
- 14K
- Growth, 90 days vs prior 90
- +5.1%
- Conversion, latest week
- 0.7%
- Market size, estimated
- $2Ka year
- Top search term
- makeup10K searches a year
02 · Price
A sale here is worth $18.75.
Listings sell for $18.75 on average, from $3.15 to $45.00. Amazon reports units sold in ranges. This niche sold 100 to 250 a year. The average listing sells 0 to 100 of them. At $18.75 that is $0 to $2K a year per listing.
- Average price
- $18.75inside the $15 to $100 sweet spot
- Price range
- $3.15–$45.00
- Amazon Singapore median price
- $30.00across 1,590 niches
- Units sold a year
- 100–250
- Units per listing a year
- 0–100
- Revenue per listing a year
- $0–$2K
- Returns
- 0.0%of orders · Amazon Singapore median 0.0%
03 · Entry bar
The bar here is reviews.
0% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 2.7% of listings are out of stock. The average listing ranks #9 within Beauty. It carries 29,289 reviews at 4.54 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 0%
- Prime listings
- 100%
- Out of stock, average day
- 2.7%
- Average rank
- #9in Beauty
- Average rating
- 4.54 starsAmazon Singapore average 4.47 stars
- Average reviews
- 29,289per listing
- Listings tracked
- 8
04 · Newcomers
Brands here are established.
The brands on the shelf have sold for 67 months on average, so the names here are established.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 67 months
Products
Top Makeup products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes 0.811 Fl Oz (24 ml)
- Price
- $11.78
- Rating
- 4.6/5
- Reviews
- 53,470
- Age
- 4y ago

Saie Mini Glowy Super Gel Lightweight Illuminator - Luminizer + Makeup Primer for Glowing Skin - Enriched with Vitamin C + Hydrating Squalane Oil - Starglow (0.5 oz)
- Price
- $28.48
- Rating
- 4.5/5
- Reviews
- 2,264
- Age
- 4y ago

Hot Sugar Makeup Kit for Teenager Girls - Full Starter Cosmetics Set With Eye Shadow Lip Balm Blush Gloss Brush Pencils and Mirror (Rainbow)
- Price
- $45.00
- Rating
- 4.7/5
- Reviews
- 1,771
- Age
- 4y ago

LOreal Paris Makeup True Match Lumi Glotion Natural Glow Enhancer Illuminator Highlighter Bronzing Drops For a Sun-Kissed Glow 903 Medium
- Price
- $20.00
- Rating
- 4.5/5
- Reviews
- 50,819
- Age
- 8y ago

Kiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml
- Price
- $25.06
- Rating
- 4.6/5
- Reviews
- 26,668
- Age
- 8y ago
Trending
estimated 90-day click momentum
Kiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml
- Price
- $25.06
- Rating
- 4.6/5
- Reviews
- 26,668
- Age
- 8y ago

wet n wild Color Icon Kohl Eyeliner Pencil Black Long Lasting Highly Pigmented No Smudging Smooth Soft Gliding Eye Liner Makeup Babys Got Black
- Price
- $3.15
- Rating
- 4.5/5
- Reviews
- 15,998
- Age
- 11y ago

Hot Sugar Makeup Kit for Teenager Girls - Full Starter Cosmetics Set With Eye Shadow Lip Balm Blush Gloss Brush Pencils and Mirror (Rainbow)
- Price
- $45.00
- Rating
- 4.7/5
- Reviews
- 1,771
- Age
- 4y ago

e.l.f. Clear Lash & Brow Mascara 2-Pack Conditioning Clear Brow & Lash Gel For Grooming Defining & Separating Long-Lasting Vegan & Cruelty-Free
- Price
- $9.22
- Rating
- 4.5/5
- Reviews
- 6,700
- Age
- 3y ago

e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes 0.811 Fl Oz (24 ml)
- Price
- $11.78
- Rating
- 4.6/5
- Reviews
- 53,470
- Age
- 4y ago
Newest
by launch date
e.l.f. Clear Lash & Brow Mascara 2-Pack Conditioning Clear Brow & Lash Gel For Grooming Defining & Separating Long-Lasting Vegan & Cruelty-Free
- Price
- $9.22
- Rating
- 4.5/5
- Reviews
- 6,700
- Age
- 3y ago

e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes 0.811 Fl Oz (24 ml)
- Price
- $11.78
- Rating
- 4.6/5
- Reviews
- 53,470
- Age
- 4y ago

Hot Sugar Makeup Kit for Teenager Girls - Full Starter Cosmetics Set With Eye Shadow Lip Balm Blush Gloss Brush Pencils and Mirror (Rainbow)
- Price
- $45.00
- Rating
- 4.7/5
- Reviews
- 1,771
- Age
- 4y ago

Saie Mini Glowy Super Gel Lightweight Illuminator - Luminizer + Makeup Primer for Glowing Skin - Enriched with Vitamin C + Hydrating Squalane Oil - Starglow (0.5 oz)
- Price
- $28.48
- Rating
- 4.5/5
- Reviews
- 2,264
- Age
- 4y ago

Kiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml
- Price
- $25.06
- Rating
- 4.6/5
- Reviews
- 26,668
- Age
- 8y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 86% of clicks. A locked shelf that new listings rarely crack.
Brands
7 falling
Sellers
8
Est. top-5 brand share
86%
Top 20: 100%
Est. top-5 click share
86%
Top 20: 100%
Open market
7%
- e.l.f.37%
- Saie17%
- Hot Sugar12%
- L'Oreal Paris12%
- Kiko Milano8%
- NYX PROFESSIONAL MAKEUP7%
- Open — no brand owns it (1 brand, 7%)
Demand
Makeup search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jun · busiest ÷ quietest = 1.9× · 6 of 12 months tracked
Reviews and returns
What reviews say buyers love and hate about Makeup
We read the reviews and the return reasons for every product selling here.
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
3 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Makeup questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









