Foundation
Foundation shows low returns (0.1%), but soft demand (-12.3% this quarter) keeps it on the watch list.
Flapen Score
Top 22% of 2,481 Beauty niches · +6 vs the category median of 47
Is Foundation profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Foundation is a £955K/yr Amazon United Kingdom market (3.5M searches/yr). The top 5 brands hold 91% of demand. Verdict: Worth a look — 53/100.
Foundation: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -12.3% over the last 90 days and 3.4% of searches end in a purchase.
£955K
revenue / yr
Who owns the niche?
The top 5 brands hold 91% of demand, so 9% of the market is open.
9%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 60 products
Top Foundation products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Rimmel Lasting Finish 35Hr Foundation 200 Soft Beige Full Coverage Hydrating SPF20 Hyaluronic Acid Vitamin E 2% Niacinamide All Day Wear Vegan Cruelty Free
- Price
- £5.85
- Rating
- 4.5/5
- Reviews
- 5,898
- Age
- 3y ago
LOreal Paris Foundation True Match Liquid Foundation 2C with Hyaluronic Acid & SPF 16 30ml
- Price
- £6.23
- Rating
- 4.5/5
- Reviews
- 40,822
- Age
- 10y ago
Rimmel London Match Perfection Foundation SPF20 200 Soft Beige
- Price
- £5.50
- Rating
- 4.6/5
- Reviews
- 4,645
- Age
- 10y ago
Rimmel Lasting Finish 35Hr Foundation 100 Ivory Full Coverage Hydrating SPF20 Hyaluronic Acid Vitamin E 2% Niacinamide All Day Wear Vegan Cruelty Free
- Price
- £5.70
- Rating
- 4.5/5
- Reviews
- 5,898
- Age
- 3y ago
Max Factor Lasting Performance Liquid Foundation 106 Natural Beige Full Coverage Flawless and Radiant Finish Lightweight Formula Smudge Resistant Non Pore-Clogging Fragrance Free 35ml
- Price
- £5.01
- Rating
- 4.5/5
- Reviews
- 11,941
- Age
- 18y ago
Trending
90-day click momentum
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
- Price
- £7.97
- Rating
- 4.5/5
- Reviews
- 3,405
- Age
- 2y ago
e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 25 Light Neutral
- Price
- £5.80
- Rating
- 4.3/5
- Reviews
- 11,526
- Age
- 1y ago
LOréal Paris Foundation for Face Skincare Infused with Hyaluronic Acid True Match Hydrating Liquid Foundation for All Skin Tones SPF 16 4W Golden Natural 30 ml
- Price
- £7.30
- Rating
- 4.5/5
- Reviews
- 40,822
- Age
- 10y ago
LOreal Paris Foundation Infallible 32H Fresh Wear Foundation longwear coverage Radiant finish Water Sweat and Heat Resistant Shade 130 Beige 9g
- Price
- £8.59
- Rating
- 4.4/5
- Reviews
- 3,955
- Age
- 8y ago
Maybelline New York Foundation with SPF20 Lifter Plump & Glow Foundation All Day Wear Buildable and Radiant Coverage Plump and Brighter Skin Overtime Shade: 102
- Price
- £8.10
- Rating
- 4.2/5
- Reviews
- 476
- Age
- 9mo ago
Newest
by launch dateMaybelline New York Foundation with SPF20 Lifter Plump & Glow Foundation All Day Wear Buildable and Radiant Coverage Plump and Brighter Skin Overtime Shade: 102
- Price
- £8.10
- Rating
- 4.2/5
- Reviews
- 476
- Age
- 9mo ago
e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 25 Light Neutral
- Price
- £5.80
- Rating
- 4.3/5
- Reviews
- 11,526
- Age
- 1y ago
![MERODA Colour Changing Foundation SPF 15 [Light to Medium Skin] - Mature Skin Liquid Makeup - Long Lasting Color Match for Face](https://m.media-amazon.com/images/I/21BAHOtKS2L.jpg)
MERODA Colour Changing Foundation SPF 15 [Light to Medium Skin] - Mature Skin Liquid Makeup - Long Lasting Color Match for Face
- Price
- £21.93
- Rating
- 4.2/5
- Reviews
- 2,517
- Age
- 1y ago
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
- Price
- £7.97
- Rating
- 4.5/5
- Reviews
- 3,405
- Age
- 2y ago
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
- Price
- £7.98
- Rating
- 4.5/5
- Reviews
- 3,405
- Age
- 2y ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.
Brands
13 falling
Sellers
384
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
34%
Top 20: 67%
Open market
7%
- Rimmel32%
- L'Oreal Paris27%
- Maybelline19%
- Max Factor9%
- e.l.f.3%
- Meroda2%
- Open — no brand owns it (7 brands, 7%)
Foundation demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.3×
Top Foundation search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- foundation1.5M/yr
- maybelline foundation380K/yr
- rimmel foundation272K/yr
- foundation for mature skin216K/yr
- loreal true match foundation172K/yr
- max factor foundation147K/yr
- foundation full coverage204K/yr
- loreal foundation124K/yr
- full coverage foundation119K/yr
- face foundations104K/yr
What reviews say buyers love and hate about Foundation
What buyers mention most, as a share of all reviews.
What buyers love
78% of reviews“Buildable coverage”
“good quality and easy to apply”
“Great for sensitive skin”
“Good value for money”
“Perfect shade”
What buyers complain about
58% of reviews“I got the wrong shade”
“Very light coverage”
“Over priced”
“Rash”
“is so thin in consistency it leaked when the bottle was on its side”
Foundation return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
64%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Foundation questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
