---
title: "Cleansing Milk — £151K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/cleansing-milk"
last_updated: "2026-08-06T21:04:13.894Z"
locale: en
meta:
description: "Niche score 38/100 · £151K/yr market · 223K searches/yr · £9.76 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · £151K/yr market · 223K searches/yr · £9.76 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Cleansing Milk — £151K/yr Amazon UK Niche (2026) - Flapen"
---
# **cleansing milk**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 32Growth 31Conversion 75Competition 21Returns 99Price range 21Avg price 31Brand share 4Review moat 25Quality gap 33
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Good****6.9%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
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****£9.76**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****4,858**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****75%**
top-5 click share — a locked-up shelf
**Price range**
**Bad****£1.67–£18.65**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KSpike '26Prime Day '26Dec '25Jan '26Feb '26Mar '26Apr '26May '26
[**Open Trend **](https://flapen.com/research/uk/beauty/cleansing-milk/trend)
## **Top cleansing milk search terms**
- **la roche posay toleriane cleanser**45K/yr-8.7%7.0% conv. - **cleansing milk**31K/yr-2.1%3.6% conv. - **la roche-posay toleriane dermo-cleanser**14K/yr+47.4%6.3% conv. - **loreal cleanser**18K/yr-10.5%2.5% conv. - **la roche-posay toleriane hydrating gentle cleanser**12K/yr-8.2%4.3% conv. - **toleriane cleanser**11K/yr+30.2%7.2% conv. - **la roche posay toleriane hydrating gentle cleanser**10K/yr+5.6%2.2% conv. - **anne french cleansing milk**11K/yr+10.0%0.8% conv. - **la roche posay toleriane dermo cleanser**7K/yr+29.5%7.0% conv. - **milk cleanser**9K/yr+6.0%2.7% conv. [**All search terms **](https://flapen.com/research/uk/beauty/cleansing-milk/search-terms)
## **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.
0%10%£15K20%£30K30%£45K40%£61K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£11.24**4.6★5,973 rev](https://www.amazon.co.uk/dp/B000IOBEG2) [2**La Roche-Posay Toleriane Purifying Foaming Gel for Sensitive Skin 400ml**La Roche-Posay**£18.55**4.6★2,602 rev](https://www.amazon.co.uk/dp/B01N34XW93) [3**La Roche Posay Toleriane Clenasing Face and Eyes - 389 gr**La Roche-Posay**£16.76**4.6★5,973 rev](https://www.amazon.co.uk/dp/B0052EM8L8) [4**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**£1.67**4.6★2,554 rev](https://www.amazon.co.uk/dp/B000T21KF8) [5**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**£1.77**4.6★1,731 rev](https://www.amazon.co.uk/dp/B06W55DHDW)
**~~View all top sellers →~~**
### **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**£9.91**141 rev1y ago](https://www.amazon.co.uk/dp/B0FBHD8NF7) [**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**£4.90**5,171 rev4y ago](https://www.amazon.co.uk/dp/B09FTBMDBS) [**La Roche-Posay Mizellen Reinigungsfluid Ultra 400 ml**La Roche-Posay**£15.94**50 rev6y ago](https://www.amazon.co.uk/dp/B01N1YEQ7R) [**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**£1.77**1,731 rev9y ago](https://www.amazon.co.uk/dp/B06W55DHDW) [**Garnier SkinActive Hydrating Aloe Vera Cleansing Milk 96% Natural Origin Ingredients Gently Removes Makeup and Impurities for Hydrated and Refreshed Skin 200ml**Garnier**£2.96**579 rev9y ago](https://www.amazon.co.uk/dp/B06W9J9X18)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**La Roche-Posay Mizellen Reinigungsfluid Ultra 400 ml**La Roche-Posay**£15.94**4.6★**▲ 131%**](https://www.amazon.co.uk/dp/B01N1YEQ7R) [**La Roche-Posay Lipikar Syndet AP+ Body Cream Wash for Very Dry Skin 400ml**La Roche-Posay**£14.62**4.7★**▲ 43%**](https://www.amazon.co.uk/dp/B01LTGM28G) [**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**£1.94**4.7★**▲ 41%**](https://www.amazon.co.uk/dp/B014G4YYT8) [**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**£11.24**4.6★**▲ 34%**](https://www.amazon.co.uk/dp/B000IOBEG2) [**Garnier SkinActive Hydrating Aloe Vera Cleansing Milk 96% Natural Origin Ingredients Gently Removes Makeup and Impurities for Hydrated and Refreshed Skin 200ml**Garnier**£2.96**4.5★**▲ 24%**](https://www.amazon.co.uk/dp/B06W9J9X18)
**~~View all trending →~~**
## **What buyers say about cleansing milk**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**17%
*“Love this cleanser”*
**Quality-Overall**13%
*“Excellent product”*
**Suitability Combination Skin**11%
*“Its also gentle enough for my sensitive skin”*
**Soft Feel**11%
*“Very smooth”*
**Value For Money**7%
*“worth it”*
**Ease Of Cleaning**6%
*“Good cleanser”*
**Moist/Dry**6%
*“this helps with hydration”*
**Smell**5%
*“Neutral smell”*
**Suitability Dry Skin**4%
*“Does not leave skin feeling dry”*
**Allergies**3%
*“works well no irritation”*
### **What buyers complain about **
**Allergies**8%
*“i have quite sensitive skin”*
**Skin Health**6%
*“Every time I tried to use it burnt my face afterwards”*
**Functionality-Overall**6%
*“didn't work for me”*
**Smell**6%
*“Quite a heavy fragrance”*
**Ease Of Cleaning**6%
*“Worse cleanser ever”*
**Suitability Dry Skin**5%
*“too drying for skin”*
**Sensitivity-Overall**5%
*“Well I certainly got that because its so mild it doesnt even feel like its doing anything”*
**Moist/Dry**4%
*“Makes my skin so dry”*
**Value For Money**3%
*“expensive”*
**Ease Of Use**3%
*“Difficult to use”*
### **Top return reasons **
**Advertised Vs Actual Product**17%
**Suitability Combination Skin**11%
**Skin Health**10%
**Moist/Dry**8%
**Smell**6%
**Value For Money**5%
**Ease Of Cleaning**5%
**Quality-Overall**4%
**Size-Overall**4%
**Suitability Dry Skin**4%
## **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.
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