---
title: "Foundation Stick — £31K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/foundation-stick"
last_updated: "2026-08-09T16:09:41.940Z"
locale: en
meta:
description: "Niche score 30/100 · £31K/yr market · 149K searches/yr · £5.29 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 30/100 · £31K/yr market · 149K searches/yr · £5.29 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Foundation Stick — £31K/yr Amazon UK Niche (2026) - Flapen"
---
# **foundation stick**
**Skip it**
Prices mostly outside the sweet spot ($4.26–$6.13) — this niche doesn't clear our bar today.
Market size 8Growth 18Conversion 49Competition 21Returns 100Price range 0Avg price 15Brand share 6Review moat 22Quality gap 53
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****4.0%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****8,790.67**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****74%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-14.7%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£5.29**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£31K**
£31K/yr · 149K searches
**Brand share**
**Bad****97%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£4.26–£6.13**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, foundation stick is a £31K/yr Amazon United Kingdom market (149K searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 30/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **foundation stick market data**
- **Units sold / yr**
- **6K–8K**
- avg 500–750/product
- **Revenue / yr**
- **£32K–£42K**
- units × avg price
- **Conversion rate**
- **4.0%**
- **Avg BSR**
- **#199**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **42%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **34 months**
- **Avg seller age**
- **149 days**
## **Competition & brand share**
The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**6 **▼falling
**Sellers**
**107**
**Top-5 brand share**
**97%**
Top 20: 100%
**Top-5 click share**
**74%**
Top 20: 100%
**Open market**
**0%**
- Max Factor71% - L'Oreal Paris9% - Bourjois7% - Makeup Revolution6% - Revolution Skincare London5% - Maybelline3% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 80 weeks — -14.7% search growth over the last 90 days.
5K4KSpike '25Prime Day '25Spike '26 seasonJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/beauty/foundation-stick/trend)
## **Top foundation stick search terms**
- **foundation stick**72K/yr-26.0%0.9% conv. - **max factor pan stick**16K/yr+33.3%6.1% conv. - **stick foundation**15K/yr-3.9%0.9% conv. - **pan stick max factor**12K/yr+22.3%6.9% conv. - **foundation stick full coverage**8K/yr-23.2%0.6% conv. - **pan stick**7K/yr-17.4%5.8% conv. - **dior foundation stick**4K/yr+13.5%0.0% conv. - **panstick max factor**3K/yr+21.2%6.6% conv. - **max factor pan stick 13 nouveau beige**5K/yr-13.9%23.4% conv. - **stick foundation makeup**4K/yr-20.3%0.6% conv. [**All search terms **](https://flapen.com/research/uk/beauty/foundation-stick/search-terms)
## **Top foundation stick 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.
0%15%£5K30%£9K45%£14K60%£19K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**MAX FACTOR - Pan Stik Foundation - Rich Creamy Foundation Smoothing Effect Full Coverage Dewy Skin Look - Normal To Dry Skin - 013 Nouveau Beige**Max Factor**£4.87**4.5★23,175 rev](https://www.amazon.co.uk/dp/B001GNBVRQ) [2**Max Factor Pan Stik Foundation 012 True Beige 1 Count**Max Factor**£5.02**4.5★23,175 rev](https://www.amazon.co.uk/dp/B003JM4OCG) [3**Max Factor Pan Stik Foundation 25 Fair Full Coverage and Smooth Texture for Dewy Skin Look 9 g 774265**Max Factor**£5.24**4.5★23,175 rev](https://www.amazon.co.uk/dp/B001GNBVSA) [4**Bourjois Always Fabulous 24 Hour 2-in-1 Foundation and Concealer Stick with Blender 420 Honey Beige**Bourjois**£4.26**4.2★4,156 rev](https://www.amazon.co.uk/dp/B07N4H91QJ) [5**080 Porcelaine - Infaillible Fond de Teint Shaping Stick de LOréal Paris**L'Oreal Paris**£5.35**4.0★193 rev](https://www.amazon.co.uk/dp/B07NBX7LGD)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**080 Porcelaine - Infaillible Fond de Teint Shaping Stick de LOréal Paris**L'Oreal Paris**£5.35**193 rev5y ago](https://www.amazon.co.uk/dp/B07NBX7LGD) [**LOreal Paris Infallible 24H Stick Foundation - 232 Truffe**L'Oreal Paris**£4.41**3,304 rev6y ago](https://www.amazon.co.uk/dp/B07NBWV3CK) [**Bourjois Always Fabulous 24 Hour 2-in-1 Foundation and Concealer Stick with Blender 420 Honey Beige**Bourjois**£4.26**4,156 rev7y ago](https://www.amazon.co.uk/dp/B07N4H91QJ) [**Makeup Revolution Fast Base Stick Foundation Easy Application Long Lasting Coverage F3**Revolution Skincare London**£5.81**608 rev8y ago](https://www.amazon.co.uk/dp/B07B6D2S9L) [**Makeup Revolution Fast Base Stick Foundation - F2**Makeup Revolution**£6.13**852 rev8y ago](https://www.amazon.co.uk/dp/B07B6CD7WR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**MAYBELLINE - Fit Me Shine Free Foundation 110 Porcelain - 0.32 fl. oz. (9 ml)**Maybelline**£5.86**4.4★**▲ 182%**](https://www.amazon.co.uk/dp/B00DQLN3Y0) [**Makeup Revolution Fast Base Stick Foundation F5**Makeup Revolution**£5.91**4.5★**▲ 68%**](https://www.amazon.co.uk/dp/B07B694P51) [**Max Factor Pan Stik Foundation 012 True Beige 1 Count**Max Factor**£5.02**4.5★**▲ 30%**](https://www.amazon.co.uk/dp/B003JM4OCG) [**Max Factor Pan Stik Foundation 25 Fair Full Coverage and Smooth Texture for Dewy Skin Look 9 g 774265**Max Factor**£5.24**4.5★**▲ 21%**](https://www.amazon.co.uk/dp/B001GNBVSA) [**080 Porcelaine - Infaillible Fond de Teint Shaping Stick de LOréal Paris**L'Oreal Paris**£5.35**4.0★**▲ 13%**](https://www.amazon.co.uk/dp/B07NBX7LGD)
**~~View all trending →~~**
## **What buyers say about foundation stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Coverage**21%
*“Brilliant coverage”*
**Color**9%
*“Nice colour”*
**Quality-Overall**9%
*“Good make up”*
**Suitability Combination Skin**9%
*“Amazing foundation,it blends so well with my skin tone and stays on even when swimming”*
**Value For Money**9%
*“Great transaction”*
**Ease Of Use**9%
*“Easy to use”*
**Advertised Vs Actual Product**8%
*“Better then expected”*
**Adhesion/Stickiness**4%
*“This pan stick is great I use it as a concealer”*
**Ease Of Application**3%
*“No mess, no fuss - so easy to apply”*
**Soft Feel**3%
*“Silky”*
### **What buyers complain about **
**Adhesion/Stickiness**29%
*“I discovered that the foundation stick had a significant crack running through the foundation stick”*
**Suitability Combination Skin**14%
*“Not good for very pale skin”*
**Oily/Greasy**12%
*“just looked greasy”*
**Quality-Overall**7%
*“Not the best tbf”*
**Value For Money**7%
*“Waste of money”*
**Wrinkles**5%
*“Accentuated creases on my skin I didnt even know I had, and mind you, Im 20 so I dont really have many”*
**Moist/Dry**5%
*“Dry and patchy”*
**Durability**5%
*“It also didnt last long at all”*
**Suitability Dry Skin**5%
*“Dry and patchy”*
**Suitability Oily Skin**5%
*“leaves skin looking greasy n sweaty”*
### **Top return reasons **
**Color**43%
**Adhesion/Stickiness**29%
**Defective Material/Parts**14%
**Durability**14%
## **Common questions**
- **Is foundation stick profitable to sell on Amazon United Kingdom?**
- The niche generates £31K/yr across 12 tracked products. 90-day search growth is -14.7%. Flapen's verdict: Skip it (30/100).
- **How competitive is the foundation stick niche?**
- 6 brands and 107 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 97% of demand.
- **What do buyers complain about in foundation stick?**
- Top complaints mined from reviews: Adhesion/Stickiness, Suitability Combination Skin, Oily/Greasy. The return rate is 0.1%.
- **When does demand for foundation stick peak?**
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- **What does it cost to enter the foundation stick niche?**
- Listings span £4.26–£6.13; the average listing price is £5.29 (sweet spot $15–$100). The average incumbent carries 8,791 reviews — the moat a new listing must climb.
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