Cleansing Balm
MaybeAn estimated 0.1% of orders come back. But demand is soft, at -0.7% this quarter, so Cleansing Balm is a Maybe.
- Flapen Score
- 54 / 100Top 19% of 2,481 Beauty niches · +7 vs the category median of 4754
- Market size
- £513K/yr563K searches / yr
- 90-day growth
- -0.7%search demand this quarter
- Competition
- 59%top-5 click share · 14 brands · 108 sellers
Flapen Score
Cleansing Balm against its category
The dotted line is the Beauty average. Past it, Cleansing Balm is stronger. Inside it, weaker.
Market
The Cleansing Balm market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Cleansing Balm 563K times last year and spent an estimated £513K. The top 5 brands take 73% of clicks. Demand peaks in Nov–Dec. Flapen scores it 54 out of 100, a Maybe.
01 · Demand
An estimated 8.5% of those searches ended in a purchase.
Shoppers searched for this 563K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 8.5% of those searches ended in a purchase. Searches in the last 90 days moved -0.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £513K a year.
- Searches, last 12 months
- 563K
- Growth, 90 days vs prior 90
- -0.7%
- Conversion, latest week
- 8.5%
- Market size, estimated
- £513Ka year
- Peak month
- December3.1× the quietest month
- Top search term
- cleansing balm292K searches a year
02 · Price
A sale here is worth £10.80.
Listings sell for £10.80 on average, from £4.34 to £31.56. Amazon reports units sold in ranges. This niche sold 50K to 60K a year. The average listing sells 2,000 to 2,500 of them. At £10.80 that is £22K to £27K a year per listing.
- Average price
- £10.80under the $15 to $100 sweet spot
- Price range
- £4.34–£31.56
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 50K–60K
- Units per listing a year
- 2,000–2,500
- Revenue per listing a year
- £22K–£27K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
86% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #93 within Face. It carries 2,610 reviews at 4.50 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 86%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #93in Face
- Average rating
- 4.50 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 2,610per listing
- Listings tracked
- 21
04 · Newcomers
1 of last year's 1 launches cleared the first-year sales bar.
1 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 46 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 46 months
Products
Top Cleansing Balm 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 21, 2026. The live listing can differ.
Top sellers
by estimated 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
- Price
- £9.28
- Rating
- 4.5/5
- Reviews
- 15,749
- Age
- 5y ago

Clinique Take The Day Off Cleansing Balm Makeup Remover | Dissolves Makeup + Sunscreen 125 ml.
- Price
- £19.36
- Rating
- 4.6/5
- Reviews
- 4,835
- Age
- 15y ago

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
- Price
- £11.26
- Rating
- 4.8/5
- Reviews
- 225
- Age
- 3y ago

Beauty of Joseon Radiance Cleansing Balm (100ml 3.38 fl.oz)
- Price
- £11.19
- Rating
- 4.6/5
- Reviews
- 2,177
- Age
- 3y ago

BYOMA Melting Balm Facial Cleanser (60g) Buttery Soft Cleansing Balm with Barrier Lipids - For a Nourished Hydrated Skin Without Oily Residue Vegan
- Price
- £11.47
- Rating
- 4.6/5
- Reviews
- 999
- Age
- 3y ago
Trending
estimated 90-day click momentum
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
- Price
- £5.96
- Rating
- 4.3/5
- Reviews
- 47
- Age
- 3mo ago

e.l.f. SKIN Holy Hydration! Daily Cleanser Infused with Ceramides Removes Dirt Makeup & Impurities Nourishing & Hydrating Formula
- Price
- £5.96
- Rating
- 4.5/5
- Reviews
- 6,239
- Age
- 5y ago

The Beauty Crop Peptide Calm Refillable Cleansing Balm - Nourishing & Hydrating Suitable For All Skin Types Vegan Friendly - 70g
- Price
- £7.74
- Rating
- 4.6/5
- Reviews
- 58
- Age
- 1y ago

e.l.f. SKIN Mini Holy Hydration! Makeup Melting Cleansing Balm Face Cleanser & Makeup Remover Infused With Hyaluronic Acid
- Price
- £4.94
- Rating
- 4.5/5
- Reviews
- 1,393
- Age
- 2y ago

Clinique Take The Day Off Cleansing Balm Makeup Remover | Dissolves Makeup + Sunscreen 125 ml.
- Price
- £19.36
- Rating
- 4.6/5
- Reviews
- 4,835
- Age
- 15y ago
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
- Price
- £5.96
- Rating
- 4.3/5
- Reviews
- 47
- Age
- 3mo ago

Holy Hydration e.l.f.ssential Daily Cleanser (full size)
- Price
- £8.19
- Rating
- 4.6/5
- Reviews
- 1,164
- Age
- 1y ago

W7 Cherry Clean Makeup Remover & Cleansing Balm - Melt Away Makeup! Hydrating Gentle & Packed with Skin Loving Goodness
- Price
- £4.36
- Rating
- 4.2/5
- Reviews
- 3,389
- Age
- 1y ago

The Beauty Crop Peptide Calm Refillable Cleansing Balm - Nourishing & Hydrating Suitable For All Skin Types Vegan Friendly - 70g
- Price
- £7.74
- Rating
- 4.6/5
- Reviews
- 58
- Age
- 1y ago

Super Facialist Rosehip Meltaway Cleansing Balm - Makeup Remover with Hyaluronic Acid & Rosehip Oil - Nourishing and Moisturising Cleanser - Smooth Soft and Refreshed 100ml
- Price
- £9.79
- Rating
- 4.4/5
- Reviews
- 163
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 59% of clicks. Leaders hold, but buyers still shop past them.
Brands
14 rising
Sellers
108
Est. top-5 brand share
73%
Top 20: 100%
Est. 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
Cleansing Balm search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 3.1×
Search terms
Top Cleansing Balm search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- 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
Reviews and returns
What reviews say buyers love and hate about Cleansing Balm
We read the reviews and the return reasons for every product selling here.
“Plasticky smell”
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.
22 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 Cleansing Balm 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









