dewy foundation
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Okay3.4%search→purchase rate — share of searches ending in a sale
Review moat
Okay2,568.83avg incumbent reviews — the moat a new listing must climb
Market size
Okay£124K£124K/yr · 474K searches
Growth
Bad-6.3%90-day search growth — must beat 0% to launch
Avg price
Bad£7.67avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£5.85–£9.56cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, dewy foundation is a £124K/yr Amazon United Kingdom market (474K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 41/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
dewy foundation market data
- Units sold / yr
- 15K–20K
- avg 100–250/product
- Revenue / yr
- £115K–£153K
- units × avg price
- Conversion rate
- 3.4%
- Avg BSR
- #46
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 53%
- Out of stock
- 4.6%
- Avg brand age
- 51 months
- Avg seller age
- 141 days
Competition & brand share
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
4 falling
Sellers
252
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
43%
Top 20: 83%
Open market
0%
- Maybelline95%
- Wet n Wild3%
- Rimmel2%
- L'Oreal Paris1%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top dewy foundation search terms
- maybelline foundation380K/yr
- dewy foundation21K/yr
- foundation maybelline14K/yr
- glow foundation14K/yr
- wet n wild foundation11K/yr
- wet and wild foundation10K/yr
- nyx born to glow foundation7K/yr
- vegan foundation3K/yr
- maybeline foundation4K/yr
- illuminating foundation4K/yr
Top dewy foundation 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Maybelline Foundation Dream Radiant Liquid Hydrating Foundation with Hyaluronic Acid and Collagen - Lightweight Medium Coverage Up to 12 Hour Hydration 30 Sand
Maybelline£7.054.6★1,361 rev
Maybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade:: 96
Maybelline£7.974.5★3,405 rev
Maybelline Foundation Dream Radiant Liquid Hydrating Foundation with Hyaluronic Acid and Collagen Lightweight Medium Coverage Up to 12 Hour Hydration 10 Ivory
Maybelline£6.614.5★2,328 rev
Maybelline Super Stay Skin Tint Foundation With Vitamin C* Brighten and Glow Serum Foundation with Long-Lasting Buildable Coverage Up to 24H Wear Vegan Formula Shade 10
Maybelline£8.624.4★4,609 rev
Maybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade: 118
Maybelline£7.984.5★3,405 rev
Newest
by launch date
Maybelline New York Foundation with SPF20 Lifter Plump & Glow Foundation All Day Wear Buildable and Radiant Coverage Plump and Brighter Skin Overtime Shade: 102
Maybelline£8.10476 rev
Maybelline New York Foundation with SPF20 Lifter Plump & Glow Foundation All Day Wear Buildable and Radiant Coverage Plump and Brighter Skin Overtime Shade: 90
Maybelline£7.37476 rev
Maybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade:: 96
Maybelline£7.973,405 rev
Maybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade: 118
Maybelline£7.983,405 rev
Maybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade: 140
Maybelline£8.253,405 rev
Trending
90-day click momentumMaybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade:: 96
Maybelline£7.974.5★
Maybelline New York Foundation with SPF20 Lifter Plump & Glow Foundation All Day Wear Buildable and Radiant Coverage Plump and Brighter Skin Overtime Shade: 90
Maybelline£7.374.2★
Maybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade: 108
Maybelline£9.094.5★
Maybelline Foundation Dream Radiant Liquid Hydrating Foundation with Hyaluronic Acid and Collagen - Lightweight Medium Coverage Up to 12 Hour Hydration 30 Sand
Maybelline£7.054.6★
Maybelline New York Foundation with SPF20 Lifter Plump & Glow Foundation All Day Wear Buildable and Radiant Coverage Plump and Brighter Skin Overtime Shade: 102
Maybelline£8.104.2★
What buyers say about dewy foundation
What buyers praise and complain about, mined from review topics.What buyers love
“This product gives the skin a beautiful”
“Good Coverage”
“Gives the best glow”
“just as good as the expensive brands”
“Great value”
“Good colour and quality”
“Stays on all day”
“Does what it says”
“Positives is it makes my skin feel moisturised”
“lightweight good coverage at my age dont like heavy foundations and this is a punky shade perfect for day or night irs the best iv had fir a few years now well done mabaline a real winner this better than my new double ware and much cheaper”
What buyers complain about
“Very pale”
“the order i just received iv had to throw away as it was a thick paste instead of a light highlighter”
“Poor coverage”
“Very loose and thin consistency and extremely greasy”
“Totally gutted as allergic to most others”
“Utter rubbish”
“Is not glittery or shiny”
“Dispenser is annoying thiugh”
“DoNOT use smells of nail varnish”
“Almost like an expensive brand”
Top return reasons
Common questions
- Is dewy foundation profitable to sell on Amazon United Kingdom?
- The niche generates £124K/yr across 36 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -6.3%. Flapen's verdict: Skip it (41/100).
- How competitive is the dewy foundation niche?
- 4 brands and 252 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in dewy foundation?
- Top complaints mined from reviews: Color, Thickness, Coverage. The return rate is 0.1%.
- When does demand for dewy foundation peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the dewy foundation niche?
- Listings span £5.85–£9.56; the average listing price is £7.67 (sweet spot $15–$100). The average incumbent carries 2,569 reviews — the moat a new listing must climb.