---
title: "Makeup — $2K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/beauty/makeup"
last_updated: "2026-08-06T04:18:25.534Z"
locale: en
meta:
description: "Niche score 32/100 · $2K/yr market · 14K searches/yr · $18.75 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 32/100 · $2K/yr market · 14K searches/yr · $18.75 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Makeup — $2K/yr Amazon SG Niche (2026) - Flapen"
---
# **makeup**
**Skip it**
A small market ($2K/yr) — this niche doesn't clear our bar today.
Market size 0Growth 31Conversion 9Competition 12Returns 100Price range 72Avg price 84Brand share 32Review moat 11Quality gap 35
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$18.75**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$3.15–$45.00**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****86%**
top-5 brand share — brands hold most of the demand
**Growth**
**Okay****+5.1%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****86%**
top-5 click share — a locked-up shelf
**Review moat**
**Bad****29,289.13**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****0.7%**
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 ~~](https://flapen.com/research/methodology)
## **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.
500300Spike '26Jan '26Feb '26Mar '26Apr '26May '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/sg/beauty/makeup/trend)
## **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.
0%10%$18220%$36430%$54640%$7281K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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.**$11.78**4.6★53,470 rev](https://www.amazon.sg/dp/B09XMYFTB7) [2**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**$28.48**4.5★2,264 rev](https://www.amazon.sg/dp/B09MZV3H6L) [3**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**$45.00**4.7★1,771 rev](https://www.amazon.sg/dp/B09NQGPKSB) [4**LOreal Paris Makeup True Match Lumi Glotion Natural Glow Enhancer Illuminator Highlighter Bronzing Drops For a Sun-Kissed Glow 903 Medium**L'Oreal Paris**$20.00**4.5★50,819 rev](https://www.amazon.sg/dp/B074PTZCNX) [5**Kiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml**Kiko Milano**$25.06**4.6★26,668 rev](https://www.amazon.sg/dp/B06XTPX8B2)
**~~View all top sellers →~~**
### **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.**$9.22**6,700 rev3y ago](https://www.amazon.sg/dp/B0BSP2J3BH) [**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.**$11.78**53,470 rev4y ago](https://www.amazon.sg/dp/B09XMYFTB7) [**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**$45.00**1,771 rev4y ago](https://www.amazon.sg/dp/B09NQGPKSB) [**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**$28.48**2,264 rev4y ago](https://www.amazon.sg/dp/B09MZV3H6L) [**Kiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml**Kiko Milano**$25.06**26,668 rev8y ago](https://www.amazon.sg/dp/B06XTPX8B2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Kiko Milano 3D Hydra Lip Gloss High Shine Hydrating Plumping Non-Sticky Moisturizing Lip Makeup 21 Brun Rose 6.5ml**Kiko Milano**$25.06**4.6★**▲ 304%**](https://www.amazon.sg/dp/B06XTPX8B2) [**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**$3.15**4.5★**▲ 189%**](https://www.amazon.sg/dp/B00UZ8X9H8) [**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**$45.00**4.7★**▲ 18%**](https://www.amazon.sg/dp/B09NQGPKSB) [**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.**$9.22**4.5★**— 5%**](https://www.amazon.sg/dp/B0BSP2J3BH) [**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.**$11.78**4.6★**— 7%**](https://www.amazon.sg/dp/B09XMYFTB7)
**~~View all trending →~~**
## **What buyers say about makeup**
What buyers praise and complain about, mined from review topics.
### **Top return reasons **
**Size-Overall**50%
**Defective Material/Parts**25%
**Motor Power**25%
## **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.
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