face make-up
Skip itPrices mostly outside the sweet spot ($3.69–$7.84) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Conversion
Good4.2%search→purchase rate — share of searches ending in a sale
Review moat
Okay3,421.47avg incumbent reviews — the moat a new listing must climb
Growth
Okay+3.4%90-day search growth — must beat 0% to launch
Competition
Okay70%top-5 click share — leaders hold, buyers still browse
Avg price
Bad£5.60avg listing price — sweet spot $15–$100
Market size
Bad£46K£46K/yr · 196K searches
Brand share
Bad98%top-5 brand share — brand-locked demand
Price range
Bad£3.69–£7.84cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, face make-up is a £46K/yr Amazon United Kingdom market (196K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Sep–Oct–Nov–Dec. Verdict: Skip it — 35/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
face make-up market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £45K–£56K
- units × avg price
- Conversion rate
- 4.2%
- Avg BSR
- #26
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 88%
- Out of stock
- 8.0%
- Avg brand age
- 41 months
- Avg seller age
- 148 days
Competition & brand share
The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.Brands
6 falling
Sellers
89
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
0%
- e.l.f.82%
- Revolution Pro7%
- Anglicolor4%
- Essence Cosmetics4%
- SHEGLAM2%
- Rimmel2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.4% search growth over the last 90 days.Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 3.2×
Top face make-up search terms
- elf bronzer56K/yr
- liquid bronzer56K/yr
- liquid contour28K/yr
- bronzer liquid21K/yr
- liquid bronzer for face7K/yr
- elf cream bronzer4K/yr
- elf liquid bronzer5K/yr
- contour liquid5K/yr
- bronzer elf4K/yr
- elf camo liquid bronzer and contour3K/yr
Top face make-up 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 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
e.l.f. Camo Liquid Bronzer & Contour Highly Pigmented Natural-Looking Glowy Finish Long-Lasting Rounded Applicator Vegan & Cruelty-Free 2 Fair/Light
e.l.f.£5.264.5★4,800 rev
Primer-Infused Matte Bronzer
e.l.f.£6.284.4★7,855 rev
e.l.f. Halo Glow Contour Beauty Wand Liquid Contour Wand For A Naturally Sculpted Look Buildable Formula Vegan and Cruelty-free Light/Medium
e.l.f.£6.084.4★940 rev
e.l.f. Camo Liquid Bronzer & Contour Highly Pigmented Natural-Looking Glowy Finish Long-Lasting Rounded Applicator Vegan & Cruelty-Free 3 Light
e.l.f.£5.404.5★4,800 rev
e.l.f. Primer-Infused Bronzer Long-Lasting & Budge-Free Makeup Lightweight & Buildable Smooth & Easy Application Vegan & Cruelty-Free Catching Rays
e.l.f.£4.904.4★7,855 rev
Newest
by launch date
e.l.f. Soft Glam Cream Bronzer Stick Buildable Cream Bronzer for A Long-Lasting Sculpted Glow & Satin Finish Twist-Up Design Vegan & Cruelty-Free Tan-Deep
e.l.f.£6.01262 rev
SHEGLAM Sun Beam Shimmer Liquid Bronzer -Terracotta
SHEGLAM£4.76874 rev
essence BABY GOT BRONZE liquid bronzer longlasting defining easy to remove natural (10ml)
Essence Cosmetics£3.69614 rev
e.l.f. Camo Liquid Bronzer & Contour Highly Pigmented Natural-Looking Glowy Finish Long-Lasting Rounded Applicator Vegan & Cruelty-Free 2 Fair/Light
e.l.f.£5.264,800 rev
Rimmel Multi Tasker 3 in 1 Bronzing Stick 003 Tan Sculpted and Bronzed Glow All-Day Wear Sheer and Dewy Finish Infused with Vitamin C & E Vegan Formula Cruelty-Free
Rimmel£5.50774 rev
Trending
90-day click momentume.l.f. Soft Glam Cream Bronzer Stick Buildable Cream Bronzer for A Long-Lasting Sculpted Glow & Satin Finish Twist-Up Design Vegan & Cruelty-Free Tan-Deep
e.l.f.£6.014.4★
essence BABY GOT BRONZE liquid bronzer longlasting defining easy to remove natural (10ml)
Essence Cosmetics£3.694.3★
SHEGLAM Sun Beam Shimmer Liquid Bronzer -Terracotta
SHEGLAM£4.764.5★
e.l.f. Putty Bronzer Creamy & Highly Pigmented Formula Creates a Long-Lasting Bronzed Glow Infused with Argan Oil & Vitamin E Honey Drip 0.35 Oz (10g)
e.l.f.£6.314.1★
e.l.f. Camo Liquid Bronzer & Contour Duo Brush Dual-Ended Face Makeup Brush For a Sun-Kissed Sculpted Complexion Synthetic Bristles Vegan & Cruelty-Free
e.l.f.£6.044.7★
What buyers say about face make-up
What buyers praise and complain about, mined from review topics.What buyers love
“Colour great,”
“Great quality”
“Good for the money”
“Good brush”
“Nice consistency”
“Really good for cream bronzer”
“Soft and dense”
“Dewy and lasts well”
“Lovely glow”
“Works fine”
What buyers complain about
“it is a bit too dark on my skin”
“Not the best”
“The contour is patchy, and discoloured”
“Awkward applicator”
“Doesnt last”
“But product is piling off”
“Worst contour ever its hard to blend”
“it is much much lighter in person”
“made it look very patchy”
Top return reasons
Common questions
- Is face make-up profitable to sell on Amazon United Kingdom?
- The niche generates £46K/yr across 17 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +3.4%. Flapen's verdict: Skip it (35/100).
- How competitive is the face make-up niche?
- 6 brands and 89 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in face make-up?
- Top complaints mined from reviews: Color, Quality-Overall, Color Fading/Discoloration. The return rate is 0.0%.
- When does demand for face make-up peak?
- Demand peaks in Sep–Oct–Nov–Dec; the busiest month runs 3.2× the quietest.
- What does it cost to enter the face make-up niche?
- Listings span £3.69–£7.84; the average listing price is £5.60 (sweet spot $15–$100). The average incumbent carries 3,421 reviews — the moat a new listing must climb.