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beauty advent calendar 2023
Skip itSoft demand (-72.7% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.8%return rate — above 6% kills the launch gate
Avg price
Incredible£39.27avg listing price — sweet spot $15–$100
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Review moat
Great448.38avg incumbent reviews — the moat a new listing must climb
Brand share
Good66%top-5 brand share — brands hold most of the demand
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Price range
Okay£8.32–£184.95cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£163K£163K/yr · 1.7M searches
Conversion
Bad0.3%search→purchase rate — share of searches ending in a sale
Growth
Bad-72.7%90-day search growth — must beat 0% to launch