Is dewy setting spray profitable to sell on Amazon United Kingdom?

The niche generates £275K/yr across 12 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +9.8%. Flapen's verdict: Skip it (45/100).

How competitive is the dewy setting spray niche?

7 brands and 82 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 94% of demand.

What do buyers complain about in dewy setting spray?

Top complaints mined from reviews: Smell, Moist/Dry, Functionality-Overall. The return rate is 0.1%.

When does demand for dewy setting spray peak?

Demand peaks in May–Dec; the busiest month runs 1.8× the quietest.

What does it cost to enter the dewy setting spray niche?

Listings span £2.90–£12.13; the average listing price is £6.62 (sweet spot $15–$100). The average incumbent carries 4,945 reviews — the moat a new listing must climb.

dewy setting spray

Skip it

Prices mostly outside the sweet spot ($2.90–$12.13) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible13.2%

search→purchase rate — share of searches ending in a sale

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Good£275K

£275K/yr · 316K searches

Growth

Okay+9.8%

90-day search growth — must beat 0% to launch

Review moat

Bad4,945

avg incumbent reviews — the moat a new listing must climb

Competition

Bad72%

top-5 click share — a locked-up shelf

Avg price

Bad£6.62

avg listing price — sweet spot $15–$100

Brand share

Bad94%

top-5 brand share — brand-locked demand

Price range

Bad£2.90–£12.13

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, dewy setting spray is a £275K/yr Amazon United Kingdom market (316K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in May–Dec. Verdict: Skip it — 45/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

dewy setting spray market data

Units sold / yr: 30K–40K; avg 2,000–2,500/product
Revenue / yr: £199K–£265K; units × avg price
Conversion rate: 13.2%
Avg BSR: #27
Page quality: 0%
Prime: 92%
Sponsored: 100%
Out of stock: 0.5%
Avg brand age: 46 months
Avg seller age: 145 days

Competition & brand share

The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.

Brands

7 falling

Sellers

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

72%

Top 20: 100%

Open market

e.l.f.59%
The Beauty Crop19%
e.l.f. Cosmetics7%
Essence Cosmetics4%
L'Oreal Paris4%
W73%
Open — no brand owns it (1 brand, 3%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +9.8% search growth over the last 90 days.

Peak months: May, Dec · busiest ÷ quietest = 1.8×

Open Trend

Top dewy setting spray search terms

elf setting spray103K/yr +21.4%13.7% conv.
dewy setting spray37K/yr -2.6%8.7% conv.
beauty crop33K/yr +3.8%2.2% conv.
the beauty crop31K/yr -2.4%1.4% conv.
setting spray dewy15K/yr +4.2%8.6% conv.
oui cherie setting spray16K/yr -2.4%16.2% conv.
beauty crop setting spray9K/yr +3.0%11.3% conv.
nyx dewy finish setting spray7K/yr +58.2%4.7% conv.
hydrating setting spray8K/yr -2.6%5.7% conv.
elf power grip setting spray7K/yr +58.4%16.1% conv.

All search terms

Top dewy setting spray 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

e.l.f. Power Grip Dewy Setting Spray Long-Lasting Formula Grips Makeup For A Hydrated Dewy Finish Vegan & Cruelty-Free

e.l.f.£8.114.4★9,428 rev

The Beauty Crop Oui Cherie Mist - Hydrating Dual-Phase Setting Spray with Cherry Extract and Hyaluronic Acid Vegan Friendly - 100 ml

The Beauty Crop£7.884.5★185 rev

e.l.f. Dewy Coconut Setting Mist Makeup Setting Spray Hydrates & Conditions Skin 2.7 Fl Oz (80mL)

e.l.f.£6.814.4★4,933 rev

E.l.f. Illuminating Mist & Set Spray Refreshing Hydrating Sets Makeup And Achieves A Glowy Look Infused With Green Tea And Vitamins A B And C Available In Small And Large Sizes 60ml 120ml

e.l.f. Cosmetics£5.344.4★2,422 rev

e.l.f. Stay All Night Micro-Fine Setting Mist Hydrating & Refreshing Makeup Setting Spray For 16HR Wear-time Vegan & Cruelty-Free 2.7 Fl Oz

e.l.f.£8.854.3★8,899 rev

Newest

by launch date

essence bouncy PLUMP HYDRATING DEWY SPRAY moisturizing/hydrating caring fixing dewy (50ml)

Essence Cosmetics£2.90343 rev

10mo ago

The Beauty Crop Oui Cherie Mist and Primer Duo Set - 100 ml Dual-Phase Setting Spray & 30 ml Hydrating Gripping Primer - Vegan & Non Comedogenic

The Beauty Crop£12.1337 rev

10mo ago

The Beauty Crop Dewy Bounce Seal & Set Mist - Hydrating Setting Spray for Radiant Glow Smudge Proof Transfer Resistant Vegan Friendly - 100 ml

The Beauty Crop£6.86101 rev

1y ago

e.l.f. Power Grip Dewy Setting Spray Long-Lasting Formula Grips Makeup For A Hydrated Dewy Finish Vegan & Cruelty-Free

e.l.f.£8.119,428 rev

2y ago

LOréal Paris Setting Spray Infallible 3-Second Makeup Setting Spray Mist for Face Up To 36 Hour Makeup Wear Fixing Spray Waterproof and Sweatproof Transfer-proof and Non-sticky 75ml

L'Oreal Paris£6.118,425 rev

2y ago

What buyers say about dewy setting spray

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall16%

“I can totally understand why it has such great reviews”

Value For Money13%

“Value for money”

Smell10%

“has a pleasant fresh smell”

Brightness/Shine/Glow8%

“Really works and gives a soft glow”

Durability7%

“lasts all day”

Moist/Dry6%

“Settles and dry lovely”

Advertised Vs Actual Product6%

“As described”

Suitability Combination Skin4%

“it does help makeup settle nicely on the skin”

Suitability Dry Skin3%

“may bother others, its long lasting and helps with my dry skin”

Ease Of Use3%

“feels very comfortable on the face”

What buyers complain about

Smell26%

“The smell is extremely unpleasant”

Moist/Dry13%

“My makeup gets really dry”

Functionality-Overall7%

“Poor results”

Adhesion/Stickiness5%

“Leaves a thick glue like residue”

Allergies4%

“Very bad for sensitive skin”

Suitability Dry Skin3%

“isn't drying. i have slightly sensitive skin”

Oily/Greasy3%

“It didn't make my make up last in fact it just made me more oily”

Value For Money3%

“Not worth the money”

Grip3%

“It doesn't grip”

Size-Overall2%

“Didnt suit my skin”

Top return reasons

Functionality-Overall29%

Leak-Proof16%

Value For Money16%

Dilute/Watery11%

Suitability Oily Skin5%

Motor Power5%

Advertised Vs Actual Product5%

Suitability Humid Weather5%

Defective Material/Parts3%

Moist/Dry3%

Common questions

Is dewy setting spray profitable to sell on Amazon United Kingdom?: The niche generates £275K/yr across 12 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +9.8%. Flapen's verdict: Skip it (45/100).
How competitive is the dewy setting spray niche?: 7 brands and 82 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 94% of demand.
What do buyers complain about in dewy setting spray?: Top complaints mined from reviews: Smell, Moist/Dry, Functionality-Overall. The return rate is 0.1%.
When does demand for dewy setting spray peak?: Demand peaks in May–Dec; the busiest month runs 1.8× the quietest.
What does it cost to enter the dewy setting spray niche?: Listings span £2.90–£12.13; the average listing price is £6.62 (sweet spot $15–$100). The average incumbent carries 4,945 reviews — the moat a new listing must climb.