---
title: "Cleansing Balm — £513K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/cleansing-balm"
last_updated: "2026-08-10T16:17:34.443Z"
locale: en
meta:
description: "Niche score 54/100 · £513K/yr market · 563K searches/yr · £10.80 avg price. Soft demand (-0.7% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £513K/yr market · 563K searches/yr · £10.80 avg price. Soft demand (-0.7% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Cleansing Balm — £513K/yr Amazon UK Niche (2026) - Flapen"
---
# **cleansing balm**
**Worth a look**
Shows low returns (0.1%), but soft demand (-0.7% this quarter) keeps it on the watch list.
Market size 60Growth 25Conversion 81Competition 44Returns 100Price range 61Avg price 40Brand share 53Review moat 39Quality gap 42
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.5%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****£4.34–£31.56**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****£513K**
£513K/yr · 563K searches
**Brand share**
**Good****73%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****59%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****£10.80**
avg listing price — sweet spot $15–$100
**Review moat**
**Okay****2,610.29**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
70K50KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 3.1×
[**Open Trend **](https://flapen.com/research/uk/beauty/cleansing-balm/trend)
## **Top cleansing balm search terms**
- **cleansing balm**292K/yr-3.8%6.0% conv. - **holy hydration**27K/yr+13.1%0.2% conv. - **clinique take the day off cleansing balm**21K/yr+60.2%15.8% conv. - **makeup remover balm**24K/yr-5.8%8.7% conv. - **elf cleansing balm**26K/yr-13.3%15.9% conv. - **make up remover balm**20K/yr-9.6%7.8% conv. - **cleansing balm makeup remover**20K/yr-8.1%5.2% conv. - **beauty of joseon cleansing balm**11K/yr+27.0%6.2% conv. - **body shop camomile cleansing butter**15K/yr+2.5%21.8% conv. - **balm cleanser**13K/yr+0.1%5.9% conv. [**All search terms **](https://flapen.com/research/uk/beauty/cleansing-balm/search-terms)
## **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.
0%10%£51K20%£103K30%£154K40%£205K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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.**£9.28**4.5★15,749 rev](https://www.amazon.co.uk/dp/B08TQTT8LK) [2**Clinique Take The Day Off Cleansing Balm Makeup Remover | Dissolves Makeup + Sunscreen 125 ml.**Clinique**£19.36**4.6★4,835 rev](https://www.amazon.co.uk/dp/B07D5C86RX) [3**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**£11.26**4.8★225 rev](https://www.amazon.co.uk/dp/B0BWF68GN1) [4**Beauty of Joseon Radiance Cleansing Balm (100ml 3.38 fl.oz)**Beauty of Joseon**£11.19**4.6★2,177 rev](https://www.amazon.co.uk/dp/B0B3R661JP) [5**BYOMA Melting Balm Facial Cleanser (60g) Buttery Soft Cleansing Balm with Barrier Lipids - For a Nourished Hydrated Skin Without Oily Residue Vegan**BYOMA**£11.47**4.6★999 rev](https://www.amazon.co.uk/dp/B0C7CB452S)
**~~View all top sellers →~~**
### **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**£5.96**47 rev3mo ago](https://www.amazon.co.uk/dp/B0GVKFK5JY) [**Holy Hydration e.l.f.ssential Daily Cleanser (full size)**e.l.f.**£8.19**1,164 rev1y ago](https://www.amazon.co.uk/dp/B0F3JCYZTS) [**W7 Cherry Clean Makeup Remover & Cleansing Balm - Melt Away Makeup! Hydrating Gentle & Packed with Skin Loving Goodness**W7**£4.36**3,389 rev1y ago](https://www.amazon.co.uk/dp/B0F7RWPG5L) [**The Beauty Crop Peptide Calm Refillable Cleansing Balm - Nourishing & Hydrating Suitable For All Skin Types Vegan Friendly - 70g**The Beauty Crop**£7.74**58 rev1y ago](https://www.amazon.co.uk/dp/B0F1ZLQ1NX) [**Super Facialist Rosehip Meltaway Cleansing Balm - Makeup Remover with Hyaluronic Acid & Rosehip Oil - Nourishing and Moisturising Cleanser - Smooth Soft and Refreshed 100ml**Super Facialist**£9.79**163 rev2y ago](https://www.amazon.co.uk/dp/B0D6BWBYY2)
**~~View all new products →~~**
### **Trending**
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**The INKEY List**£5.96**4.3★**▲ 322%**](https://www.amazon.co.uk/dp/B0GVKFK5JY) [**e.l.f. SKIN Holy Hydration! Daily Cleanser Infused with Ceramides Removes Dirt Makeup & Impurities Nourishing & Hydrating Formula**e.l.f.**£5.96**4.5★**▲ 251%**](https://www.amazon.co.uk/dp/B08T7DY96H) [**The Beauty Crop Peptide Calm Refillable Cleansing Balm - Nourishing & Hydrating Suitable For All Skin Types Vegan Friendly - 70g**The Beauty Crop**£7.74**4.6★**▲ 139%**](https://www.amazon.co.uk/dp/B0F1ZLQ1NX) [**e.l.f. SKIN Mini Holy Hydration! Makeup Melting Cleansing Balm Face Cleanser & Makeup Remover Infused With Hyaluronic Acid**e.l.f.**£4.94**4.5★**▲ 132%**](https://www.amazon.co.uk/dp/B0BFXNJ7BK) [**Clinique Take The Day Off Cleansing Balm Makeup Remover | Dissolves Makeup + Sunscreen 125 ml.**Clinique**£19.36**4.6★**▲ 49%**](https://www.amazon.co.uk/dp/B07D5C86RX)
**~~View all trending →~~**
## **What buyers say about cleansing balm**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**17%
*“Gentle and thorough cleansing”*
**Smell**10%
*“The smell is stunning”*
**Quality-Overall**10%
*“Great beauty product”*
**Ease Of Cleaning**9%
*“Nice and clean”*
**Soft Feel**8%
*“is very soft”*
**Value For Money**7%
*“Good price”*
**Moist/Dry**5%
*“Super moisturising”*
**Suitability Combination Skin**5%
*“good for my skin”*
**Suitability Dry Skin**4%
*“skin didn't feel dry/tight afterwards”*
**Ease Of Use**3%
*“Easy to use”*
### **What buyers complain about **
**Smell**11%
*“Plasticky smell”*
**Ease Of Cleaning**7%
*“my skin didnt feel clean after”*
**Quality-Overall**5%
*“worrying quality control from a big brand”*
**Allergies**5%
*“Rash”*
**Hard Feel**5%
*“it was gritty”*
**Value For Money**5%
*“Waste of money”*
**Oily/Greasy**4%
*“Greasy and rather inefficient”*
**Skin Health**3%
*“sadly my skin doesnt like it and Ive broken out in. blind”*
**Sensitivity-Overall**3%
*“Skin sensitive”*
**Texture/Consistency-Overall**2%
*“The consistency makes it hard to get out if the tube”*
### **Top return reasons **
**Smell**34%
**Oily/Greasy**10%
**Product Condition**8%
**Functionality-Overall**7%
**Value For Money**4%
**Size-Overall**4%
**Ease Of Use**3%
**Color**3%
**Ingredients-Overall**3%
**Jamming/Clogging**2%
## **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.
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