exfoliator
Skip itPrices mostly outside the sweet spot ($1.69–$12.11) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great8.3%search→purchase rate — share of searches ending in a sale
Brand share
Good68%top-5 brand share — brands hold most of the demand
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£115K£115K/yr · 194K searches
Review moat
Bad4,977.75avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.13avg listing price — sweet spot $15–$100
Growth
Bad-14.3%90-day search growth — must beat 0% to launch
Price range
Bad£1.69–£12.11cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, exfoliator is a £115K/yr Amazon United Kingdom market (194K searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Oct. Verdict: Skip it — 45/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
exfoliator market data
- Units sold / yr
- 15K–20K
- avg 500–750/product
- Revenue / yr
- £107K–£143K
- units × avg price
- Conversion rate
- 8.3%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 0.0%
- Avg brand age
- 56 months
- Avg seller age
- 152 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
153
Top-5 brand share
68%
Top 20: 100%
Top-5 click share
54%
Top 20: 96%
Open market
27%
- Nip+Fab21%
- PAULA'S CHOICE16%
- NIVEA15%
- medicube11%
- Liz Earle6%
- Neutrogena5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.3% search growth over the last 90 days.Peak months: Oct · busiest ÷ quietest = 1.5×
Top exfoliator search terms
- face exfoliator126K/yr
- facial exfoliator27K/yr
- exfoliator face13K/yr
- exfoliate face6K/yr
- gentle exfoliator face5K/yr
- exfoliator sensitive skin4K/yr
- nip and fab scrub4K/yr
- nip and fab exfoliator4K/yr
- nip and fab face scrub3K/yr
- nip fab scrub2K/yr
Top exfoliator 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
Paulas Choice SKIN PERFECTING 2% BHA Liquid Exfoliant - Face Exfoliating Peel Fights Blackheads & Enlarged Pores - for a Healthy Glow - with Salicylic Acid - Combination & Oily Skin - 30 ml
PAULA'S CHOICE£10.744.4★28,046 rev
NIVEA Derma Skin Clear Scrub (150ml) Exfoliating Face Scrub Salicylic Acid Face Wash Enriched with Niacinamide to Unclog Pores and Refine Textures For Blemish-Prone Skin
NIVEA£2.474.5★2,392 rev
NIP + FAB Glycolic Fix Scrub 3% Glycolic Acid (AHA) and 1% Salicylic Acid (BHA) Exfoliating Face Scrub for Brightening Resurfacing and Deep Pore Cleansing 75ml
Nip+Fab£8.964.6★7,371 rev
medicube Zero Pore Pads 2.0 Dual-Textured Facial Toner Pads for Exfoliation and Pore Care with 4.5% AHA Lactic Acid & 0.45% BHA Salicylic Acid Ideal for All Skin Types Korean Skin Care (70 units)
medicube£11.994.6★26,595 rev
Liz Earle Gentle Face Exfoliator with Cocoa Butter Eucalyptus Essential Oil and Jojoba Beads for All Skin Types 75ml
Liz Earle£12.114.6★911 rev
Newest
by launch date
medicube Zero Pore Clear Blue Capsule Facial Deep Cleanser for Skin Texture Blackhead & Pore Care | AHA BHA & PHA for Double Cleansing Daily Gentle Face Wash Korean Skincare | 120g
medicube£10.053,018 rev
NIVEA Luminous 630 Instant Skin Glow Daily Liquid Exfoliant 100ml Peeling Face Exfoliator with 4% AHA & 1% PHA Face Exfoliating Hyperpigmentation Treatment No Rinse Needed
NIVEA£4.87131 rev
Aveeno Face Calm+Restore Gentle PHA Exfoliating Cleanser (1x 150ml) With Nourishing Oat Oil and Naturally Derived PHA Face Cleanser for Sensitive Skin Exfoliator Gentle Enough for Daily Use
Aveeno£6.77641 rev
The Ordinary AHA 30% + BHA 2% Peeling Solution Advanced Exfoliating Peel for Brighter Skin 30ml
The Ordinary£7.022,187 rev
NIVEA Derma Skin Clear Scrub (150ml) Exfoliating Face Scrub Salicylic Acid Face Wash Enriched with Niacinamide to Unclog Pores and Refine Textures For Blemish-Prone Skin
NIVEA£2.472,392 rev
Trending
90-day click momentummedicube Zero Pore Clear Blue Capsule Facial Deep Cleanser for Skin Texture Blackhead & Pore Care | AHA BHA & PHA for Double Cleansing Daily Gentle Face Wash Korean Skincare | 120g
medicube£10.054.6★
medicube Zero Pore Pads 2.0 Dual-Textured Facial Toner Pads for Exfoliation and Pore Care with 4.5% AHA Lactic Acid & 0.45% BHA Salicylic Acid Ideal for All Skin Types Korean Skin Care (70 units)
medicube£11.994.6★
bliss Micro Magic | Skin-renewing Microdermabrasion Exfoliating Face Scrub Face Wash | Straight-from-the-Spa | Tightens Pores & Brightens Skin | Paraben Free Cruelty Free | 100 ml
bliss£11.024.4★
Dr Organic Skin Clear Exfoliating Scrub 150ml
Dr. Organic£4.754.5★
The Ordinary AHA 30% + BHA 2% Peeling Solution Advanced Exfoliating Peel for Brighter Skin 30ml
The Ordinary£7.024.5★
What buyers say about exfoliator
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Has helped so much clear out my skin”
“Leaves skin soft”
“Good price”
“Feels clean”
“Great fragrance”
“very moisturising”
“Really helps my dry skin”
“As described”
“it has made my skincare much better”
What buyers complain about
“Skin reaction”
“caused irritation to my skin”
“The bottle is small”
“Needs a moisturiser”
“bit pricy”
“Its make my skin completely dry and irritated”
“Smells awful”
“Unbelievably sticky”
“Doesn't work”
“Not sure if suitable for sensitive”
Top return reasons
Common questions
- Is exfoliator profitable to sell on Amazon United Kingdom?
- The niche generates £115K/yr across 24 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -14.3%. Flapen's verdict: Skip it (45/100).
- How competitive is the exfoliator niche?
- 18 brands and 153 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 68% of demand.
- What do buyers complain about in exfoliator?
- Top complaints mined from reviews: Allergies, Skin Health, Size-Overall. The return rate is 0.1%.
- When does demand for exfoliator peak?
- Demand peaks in Oct; the busiest month runs 1.5× the quietest.
- What does it cost to enter the exfoliator niche?
- Listings span £1.69–£12.11; the average listing price is £7.13 (sweet spot $15–$100). The average incumbent carries 4,978 reviews — the moat a new listing must climb.