cleansing milk
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Good6.9%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£151K£151K/yr · 223K searches
Growth
Okay+4.5%90-day search growth — must beat 0% to launch
Avg price
Okay£9.76avg listing price — sweet spot $15–$100
Review moat
Bad4,858avg incumbent reviews — the moat a new listing must climb
Competition
Bad75%top-5 click share — a locked-up shelf
Price range
Bad£1.67–£18.65cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, cleansing milk is a £151K/yr Amazon United Kingdom market (223K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 38/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
cleansing milk market data
- Units sold / yr
- 15K–20K
- avg 750–1,000/product
- Revenue / yr
- £146K–£195K
- units × avg price
- Conversion rate
- 6.9%
- Avg BSR
- #140
- Page quality
- 0%
- Prime
- 87%
- Sponsored
- 60%
- Out of stock
- 2.2%
- Avg brand age
- 70 months
- Avg seller age
- 148 days
Competition & brand share
The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
72
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
75%
Top 20: 100%
Open market
0%
- La Roche-Posay73%
- L'Oreal Paris13%
- Garnier9%
- The INKEY List2%
- Simple2%
- Aveeno2%
Demand
Weekly Amazon search volume, last 32 weeks — +4.5% search growth over the last 90 days.Top cleansing milk search terms
- la roche posay toleriane cleanser45K/yr
- cleansing milk31K/yr
- la roche-posay toleriane dermo-cleanser14K/yr
- loreal cleanser18K/yr
- la roche-posay toleriane hydrating gentle cleanser12K/yr
- toleriane cleanser11K/yr
- la roche posay toleriane hydrating gentle cleanser10K/yr
- anne french cleansing milk11K/yr
- la roche posay toleriane dermo cleanser7K/yr
- milk cleanser9K/yr
Top cleansing milk 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
La Roche-Posay Toleriane Dermo-Cleanser Gentle Wipe-Off Milk Cleanser and Make-Up Remover for Sensitive Reactive and Allergy-Prone Skin Hydrates and Soothes with Glycerin 200ml
La Roche-Posay£11.244.6★5,973 rev
La Roche-Posay Toleriane Purifying Foaming Gel for Sensitive Skin 400ml
La Roche-Posay£18.554.6★2,602 rev
La Roche Posay Toleriane Clenasing Face and Eyes - 389 gr
La Roche-Posay£16.764.6★5,973 rev
LOreal Paris Age Perfect Smoothing & Anti Fatigue Vitamin C Cleansing Milk Looks Clearer and Feels Smoother with a Lasting Sensation of Freshness & Comfort 200 ml
L'Oreal Paris£1.674.6★2,554 rev
Garnier SkinActive Soothing Rose Water Cleansing Milk 96% Natural Origin Ingredients Gentle Makeup Remover for Sensitive Skin to Leave Face Feeling Soft and Soothed 200ml
Garnier£1.774.6★1,731 rev
Newest
by launch date
The INKEY List Hydrating Cream-to-Milk Cleanser 180ml 5% Rice Milk & Hyaluronic Acid Gentle Cleaning Formula Non-Stripping Non-Drying Non-Irriating Hydrates & Dissolves Makeup Vegan Friendly
The INKEY List£9.91141 rev
AVEENO Face CALM+RESTORE Nourishing Oat Cleanser (1x 200ml) Non-Foaming Face Care Gentle Cleanser with Prebiotic Oat and Calming Feverfew Helps Preserve Skins Barrier For Sensitive Skin
Aveeno£4.905,171 rev
La Roche-Posay Mizellen Reinigungsfluid Ultra 400 ml
La Roche-Posay£15.9450 rev
Garnier SkinActive Soothing Rose Water Cleansing Milk 96% Natural Origin Ingredients Gentle Makeup Remover for Sensitive Skin to Leave Face Feeling Soft and Soothed 200ml
Garnier£1.771,731 rev
Garnier SkinActive Hydrating Aloe Vera Cleansing Milk 96% Natural Origin Ingredients Gently Removes Makeup and Impurities for Hydrated and Refreshed Skin 200ml
Garnier£2.96579 rev
Trending
90-day click momentumLa Roche-Posay Mizellen Reinigungsfluid Ultra 400 ml
La Roche-Posay£15.944.6★
La Roche-Posay Lipikar Syndet AP+ Body Cream Wash for Very Dry Skin 400ml
La Roche-Posay£14.624.7★
Simple Kind to Skin Purifying Cleansing Lotion - No-Rinse Face Cleanser and Makeup Remover For Sensitive Skin With Glycerin Vitamin B5 & E for Softer & Smoother Skin 200 ml
Simple£1.944.7★
La Roche-Posay Toleriane Dermo-Cleanser Gentle Wipe-Off Milk Cleanser and Make-Up Remover for Sensitive Reactive and Allergy-Prone Skin Hydrates and Soothes with Glycerin 200ml
La Roche-Posay£11.244.6★
Garnier SkinActive Hydrating Aloe Vera Cleansing Milk 96% Natural Origin Ingredients Gently Removes Makeup and Impurities for Hydrated and Refreshed Skin 200ml
Garnier£2.964.5★
What buyers say about cleansing milk
What buyers praise and complain about, mined from review topics.What buyers love
“Love this cleanser”
“Excellent product”
“Its also gentle enough for my sensitive skin”
“Very smooth”
“worth it”
“Good cleanser”
“this helps with hydration”
“Neutral smell”
“Does not leave skin feeling dry”
“works well no irritation”
What buyers complain about
“i have quite sensitive skin”
“Every time I tried to use it burnt my face afterwards”
“didn't work for me”
“Quite a heavy fragrance”
“Worse cleanser ever”
“too drying for skin”
“Well I certainly got that because its so mild it doesnt even feel like its doing anything”
“Makes my skin so dry”
“expensive”
“Difficult to use”
Top return reasons
Common questions
- Is cleansing milk profitable to sell on Amazon United Kingdom?
- The niche generates £151K/yr across 15 tracked products. 90-day search growth is +4.5%. Flapen's verdict: Skip it (38/100).
- How competitive is the cleansing milk niche?
- 6 brands and 72 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in cleansing milk?
- Top complaints mined from reviews: Allergies, Skin Health, Functionality-Overall. The return rate is 0.1%.
- What does it cost to enter the cleansing milk niche?
- Listings span £1.67–£18.65; the average listing price is £9.76 (sweet spot $15–$100). The average incumbent carries 4,858 reviews — the moat a new listing must climb.