highlighter makeup
Skip itPrices mostly outside the sweet spot ($2.73–$8.26) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Good5.0%search→purchase rate — share of searches ending in a sale
Competition
Good55%top-5 click share — leaders hold, buyers still browse
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Review moat
Okay3,023.04avg incumbent reviews — the moat a new listing must climb
Market size
Okay£111K£111K/yr · 411K searches
Growth
Bad-10.3%90-day search growth — must beat 0% to launch
Avg price
Bad£5.35avg listing price — sweet spot $15–$100
Price range
Bad£2.73–£8.26cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, highlighter makeup is a £111K/yr Amazon United Kingdom market (411K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Feb. Verdict: Skip it — 43/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
highlighter makeup market data
- Units sold / yr
- 20K–25K
- avg 750–1,000/product
- Revenue / yr
- £107K–£134K
- units × avg price
- Conversion rate
- 5.0%
- Avg BSR
- #35
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 52%
- Out of stock
- 2.8%
- Avg brand age
- 45 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
87
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
55%
Top 20: 96%
Open market
13%
- Revolution Beauty London39%
- MUA15%
- NYX PROFESSIONAL MAKEUP14%
- e.l.f.10%
- Rimmel4%
- Technic4%
- Open — no brand owns it (6 brands, 13%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.3% search growth over the last 90 days.Peak months: Feb · busiest ÷ quietest = 1.6×
Top highlighter makeup search terms
- highlighter makeup265K/yr
- highlighters makeup28K/yr
- nyx highlighter18K/yr
- makeup highlighter15K/yr
- face highlighter10K/yr
- highlight10K/yr
- highlighter powder10K/yr
- highlighter palette11K/yr
- powder highlighter8K/yr
- highlighter make up7K/yr
Top highlighter makeup 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 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Makeup Revolution Highlight Reloaded Highly Pigmented Shimmer Glow Finish Face Makeup Just My Type 10g
Revolution Beauty London£2.734.4★15,513 rev
MUA Makeup Academy Shimmer Highlighter Powder Oyster Silk - Highly Pigmented Glow Finish 8 g
MUA£2.864.4★144 rev
NYX Professional Makeup Buttermelt Highlighter Powder Highlighter 12 HR Wear Fade & Transfer Resistant Buildable High Impact Glow Bright & Butta 1 Count
NYX PROFESSIONAL MAKEUP£6.574.6★2,131 rev
Makeup Revolution Reloaded Highlighter Highly-Pigmented Face Powder Brighten Glow & Shimmer Dare to Divulge 10g
Revolution Beauty London£3.054.5★2,700 rev
Makeup Revolution Beauty Highlight Reloaded Set the Tone
Revolution Beauty London£3.504.5★2,700 rev
Newest
by launch date
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant with Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era
e.l.f.£5.74957 rev
UCANBE Sparkle Bomb Baked Highlighter Powder Highlighter Makeup High Glossy Illuminator Palette for Face & Body Weightless and Buildable (02 Moonlight)
UCANBE£7.26116 rev
NYX Professional Makeup Buttermelt Highlighter Powder Highlighter 12 HR Wear Fade & Transfer Resistant Buildable High Impact Glow Bright & Butta 1 Count
NYX PROFESSIONAL MAKEUP£6.572,131 rev
NYX Professional Makeup Buttermelt Highlighter Powder Highlighter 12 HR Wear Fade & Transfer Resistant Buildable High Impact Glow Butta Than Gold 1 Count
NYX PROFESSIONAL MAKEUP£7.252,131 rev
NYX Professional Makeup Buttermelt Highlighter Powder Highlighter 12 HR Wear Fade & Transfer Resistant Buildable High Impact Glow U Butta Werk 1 Count
NYX PROFESSIONAL MAKEUP£6.642,131 rev
Trending
90-day click momentumUCANBE Sparkle Bomb Baked Highlighter Powder Highlighter Makeup High Glossy Illuminator Palette for Face & Body Weightless and Buildable (02 Moonlight)
UCANBE£7.264.4★
Makeup Revolution Beauty Highlight Reloaded Set the Tone
Revolution Beauty London£3.504.5★
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant with Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era
e.l.f.£5.744.4★
MUA Makeup Academy Shimmer Highlighter Powder Oyster Silk - Highly Pigmented Glow Finish 8 g
MUA£2.864.4★
NYX Professional Makeup Buttermelt Highlighter Powder Highlighter 12 HR Wear Fade & Transfer Resistant Buildable High Impact Glow Bright & Butta 1 Count
NYX PROFESSIONAL MAKEUP£6.574.6★
What buyers say about highlighter makeup
What buyers praise and complain about, mined from review topics.What buyers love
“sparkley”
“Love this, looks and performs better then the price suggests”
“Nice colour”
“good price too”
“Really pretty on the skin”
“it lasts all day”
“Im super pleased applies really well”
“easy to use”
“is embossed with a floral design”
“It glides on smoothly for a dry”
What buyers complain about
“its glittery and I dont like glitter”
“Small in size”
“Cheap and good”
“Alright breaks easily”
“I bought the IRL Angel shade, which I expected to be iridescent, however it contained glitter like particles in blue, pink and red which made me look like I'd just been to a kid's craft party”
“It is not as effective”
“Dont pay for the expensive brand”
“literally wipes off”
“very powdery and goes everywhere”
“can't return it so I feel somewhat mislead by the product description on the website”
Top return reasons
Common questions
- Is highlighter makeup profitable to sell on Amazon United Kingdom?
- The niche generates £111K/yr across 23 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -10.3%. Flapen's verdict: Skip it (43/100).
- How competitive is the highlighter makeup niche?
- 12 brands and 87 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 83% of demand.
- What do buyers complain about in highlighter makeup?
- Top complaints mined from reviews: Brightness/Shine/Glow, Size-Overall, Quality-Overall. The return rate is 0.1%.
- When does demand for highlighter makeup peak?
- Demand peaks in Feb; the busiest month runs 1.6× the quietest.
- What does it cost to enter the highlighter makeup niche?
- Listings span £2.73–£8.26; the average listing price is £5.35 (sweet spot $15–$100). The average incumbent carries 3,023 reviews — the moat a new listing must climb.