makeup
Skip itA small market ($2K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Avg price
Great$18.75avg listing price — sweet spot $15–$100
Price range
Good$3.15–$45.00cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Growth
Okay+5.1%90-day search growth — must beat 0% to launch
Competition
Bad86%top-5 click share — a locked-up shelf
Review moat
Bad29,289.13avg incumbent reviews — the moat a new listing must climb
Conversion
Bad0.7%search→purchase rate — share of searches ending in a sale
Market size
Bad$2K$2K/yr · 14K searches
According to Flapen's Amazon Singapore niche tracking, makeup is a $2K/yr Amazon Singapore market (14K searches/yr). The top 5 brands hold 86% of demand. Verdict: Skip it — 32/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
makeup market data
- Units sold / yr
- 100–250
- avg 0–100/product
- Revenue / yr
- $2K–$5K
- units × avg price
- Conversion rate
- 0.7%
- Avg BSR
- #9
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 2.7%
- Avg brand age
- 67 months
- Avg seller age
- 0 days
Competition & brand share
The top 5 products capture 86% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 falling
Sellers
8
Top-5 brand share
86%
Top 20: 100%
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
Weekly Amazon search volume, last 26 weeks — +5.1% search growth over the last 90 days.Top 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 8 tracked products in this niche — three views at once, no toggling.
Top sellers
by 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)
e.l.f.$11.784.6★53,470 rev
Saie Mini Glowy Super Gel Lightweight Illuminator - Luminizer + Makeup Primer for Glowing Skin - Enriched with Vitamin C + Hydrating Squalane Oil - Starglow (0.5 oz)
Saie$28.484.5★2,264 rev
Hot Sugar Makeup Kit for Teenager Girls - Full Starter Cosmetics Set With Eye Shadow Lip Balm Blush Gloss Brush Pencils and Mirror (Rainbow)
Hot Sugar$45.004.7★1,771 rev
LOreal Paris Makeup True Match Lumi Glotion Natural Glow Enhancer Illuminator Highlighter Bronzing Drops For a Sun-Kissed Glow 903 Medium
L'Oreal Paris$20.004.5★50,819 rev
Kiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml
Kiko Milano$25.064.6★26,668 rev
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
e.l.f.$9.226,700 rev
e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes 0.811 Fl Oz (24 ml)
e.l.f.$11.7853,470 rev
Hot Sugar Makeup Kit for Teenager Girls - Full Starter Cosmetics Set With Eye Shadow Lip Balm Blush Gloss Brush Pencils and Mirror (Rainbow)
Hot Sugar$45.001,771 rev
Saie Mini Glowy Super Gel Lightweight Illuminator - Luminizer + Makeup Primer for Glowing Skin - Enriched with Vitamin C + Hydrating Squalane Oil - Starglow (0.5 oz)
Saie$28.482,264 rev
Kiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml
Kiko Milano$25.0626,668 rev
Trending
90-day click momentumKiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml
Kiko Milano$25.064.6★
wet n wild Color Icon Kohl Eyeliner Pencil Black Long Lasting Highly Pigmented No Smudging Smooth Soft Gliding Eye Liner Makeup Babys Got Black
wet n wild$3.154.5★
Hot Sugar Makeup Kit for Teenager Girls - Full Starter Cosmetics Set With Eye Shadow Lip Balm Blush Gloss Brush Pencils and Mirror (Rainbow)
Hot Sugar$45.004.7★
e.l.f. Clear Lash & Brow Mascara 2-Pack Conditioning Clear Brow & Lash Gel For Grooming Defining & Separating Long-Lasting Vegan & Cruelty-Free
e.l.f.$9.224.5★
e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes 0.811 Fl Oz (24 ml)
e.l.f.$11.784.6★
What buyers say about makeup
What buyers praise and complain about, mined from review topics.Top return reasons
Common questions
- Is makeup profitable to sell on Amazon Singapore?
- The niche generates $2K/yr across 8 tracked products. 90-day search growth is +5.1%. Flapen's verdict: Skip it (32/100).
- How competitive is the makeup niche?
- 7 brands and 8 sellers compete. The top 5 products take 86% of clicks and top 5 brands hold 86% of demand.
- What does it cost to enter the makeup niche?
- Listings span $3.15–$45.00; the average listing price is $18.75 (sweet spot $15–$100). The average incumbent carries 29,289 reviews — the moat a new listing must climb.