cleansing balm
Worth a lookShows low returns (0.1%), but soft demand (-0.7% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great8.5%search→purchase rate — share of searches ending in a sale
Price range
Good£4.34–£31.56cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£513K£513K/yr · 563K searches
Brand share
Good73%top-5 brand share — brands hold most of the demand
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay£10.80avg listing price — sweet spot $15–$100
Review moat
Okay2,610.29avg incumbent reviews — the moat a new listing must climb
Growth
Bad-0.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, cleansing balm is a £513K/yr Amazon United Kingdom market (563K searches/yr). The top 5 brands hold 73% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 54/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
cleansing balm market data
- Units sold / yr
- 50K–60K
- avg 2,000–2,500/product
- Revenue / yr
- £540K–£648K
- units × avg price
- Conversion rate
- 8.5%
- Avg BSR
- #93
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 46 months
- Avg seller age
- 148 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
14 rising
Sellers
108
Top-5 brand share
73%
Top 20: 100%
Top-5 click share
59%
Top 20: 99%
Open market
21%
- e.l.f.33%
- Clinique18%
- The Body Shop7%
- The INKEY List7%
- Beauty of Joseon7%
- BYOMA6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.7% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.1×
Top cleansing balm search terms
- cleansing balm292K/yr
- holy hydration27K/yr
- clinique take the day off cleansing balm21K/yr
- makeup remover balm24K/yr
- elf cleansing balm26K/yr
- make up remover balm20K/yr
- cleansing balm makeup remover20K/yr
- beauty of joseon cleansing balm11K/yr
- body shop camomile cleansing butter15K/yr
- balm cleanser13K/yr
Top cleansing balm 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
e.l.f. SKIN Holy Hydration Makeup Melting Cleansing Balm Face Cleanser and Makeup Remover Infused with Hyaluronic Acid to Hydrate Skin Vegan and Cruelty-Free
e.l.f.£9.284.5★15,749 rev
Clinique Take The Day Off Cleansing Balm Makeup Remover | Dissolves Makeup + Sunscreen 125 ml.
Clinique£19.364.6★4,835 rev
The Body Shop Camomile Sumptuous Makeup Cleansing Butter (1x 90ml) Lightweight Makeup Remover for Sensitive Skin Removes Waterproof Makeup SPF & Impurities Enriched with Camomile Oil & Shea Butter
The Body Shop£11.264.8★225 rev
Beauty of Joseon Radiance Cleansing Balm (100ml 3.38 fl.oz)
Beauty of Joseon£11.194.6★2,177 rev
BYOMA Melting Balm Facial Cleanser (60g) Buttery Soft Cleansing Balm with Barrier Lipids - For a Nourished Hydrated Skin Without Oily Residue Vegan
BYOMA£11.474.6★999 rev
Newest
by launch date
The INKEY List Oat Cleansing Balm 50ml New & Improved Formula Makeup & SPF Remover 5% Oat Kernel Oil for Hydration & Skin Barrier Support Gentle Cleanser for Sensitive Skin
The INKEY List£5.9647 rev
Holy Hydration e.l.f.ssential Daily Cleanser (full size)
e.l.f.£8.191,164 rev
W7 Cherry Clean Makeup Remover & Cleansing Balm - Melt Away Makeup! Hydrating Gentle & Packed with Skin Loving Goodness
W7£4.363,389 rev
The Beauty Crop Peptide Calm Refillable Cleansing Balm - Nourishing & Hydrating Suitable For All Skin Types Vegan Friendly - 70g
The Beauty Crop£7.7458 rev
Super Facialist Rosehip Meltaway Cleansing Balm - Makeup Remover with Hyaluronic Acid & Rosehip Oil - Nourishing and Moisturising Cleanser - Smooth Soft and Refreshed 100ml
Super Facialist£9.79163 rev
Trending
90-day click momentumThe INKEY List Oat Cleansing Balm 50ml New & Improved Formula Makeup & SPF Remover 5% Oat Kernel Oil for Hydration & Skin Barrier Support Gentle Cleanser for Sensitive Skin
The INKEY List£5.964.3★
e.l.f. SKIN Holy Hydration! Daily Cleanser Infused with Ceramides Removes Dirt Makeup & Impurities Nourishing & Hydrating Formula
e.l.f.£5.964.5★
The Beauty Crop Peptide Calm Refillable Cleansing Balm - Nourishing & Hydrating Suitable For All Skin Types Vegan Friendly - 70g
The Beauty Crop£7.744.6★
e.l.f. SKIN Mini Holy Hydration! Makeup Melting Cleansing Balm Face Cleanser & Makeup Remover Infused With Hyaluronic Acid
e.l.f.£4.944.5★
Clinique Take The Day Off Cleansing Balm Makeup Remover | Dissolves Makeup + Sunscreen 125 ml.
Clinique£19.364.6★
What buyers say about cleansing balm
What buyers praise and complain about, mined from review topics.What buyers love
“Gentle and thorough cleansing”
“The smell is stunning”
“Great beauty product”
“Nice and clean”
“is very soft”
“Good price”
“Super moisturising”
“good for my skin”
“skin didn't feel dry/tight afterwards”
“Easy to use”
What buyers complain about
“Plasticky smell”
“my skin didnt feel clean after”
“worrying quality control from a big brand”
“Rash”
“it was gritty”
“Waste of money”
“Greasy and rather inefficient”
“sadly my skin doesnt like it and Ive broken out in. blind”
“Skin sensitive”
“The consistency makes it hard to get out if the tube”
Top return reasons
Common questions
- Is cleansing balm profitable to sell on Amazon United Kingdom?
- The niche generates £513K/yr across 21 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -0.7%. Flapen's verdict: Worth a look (54/100).
- How competitive is the cleansing balm niche?
- 14 brands and 108 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 73% of demand.
- What do buyers complain about in cleansing balm?
- Top complaints mined from reviews: Smell, Ease Of Cleaning, Quality-Overall. The return rate is 0.1%.
- When does demand for cleansing balm peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.1× the quietest.
- What does it cost to enter the cleansing balm niche?
- Listings span £4.34–£31.56; the average listing price is £10.80 (sweet spot $15–$100). The average incumbent carries 2,610 reviews — the moat a new listing must climb.