---
title: "Highlighter Makeup — £111K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/highlighter-makeup"
last_updated: "2026-08-10T03:09:03.417Z"
locale: en
meta:
description: "Niche score 43/100 · £111K/yr market · 411K searches/yr · £5.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £111K/yr market · 411K searches/yr · £5.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Highlighter Makeup — £111K/yr Amazon UK Niche (2026) - Flapen"
---
# **highlighter makeup**
**Skip it**
Prices mostly outside the sweet spot ($2.73–$8.26) — this niche doesn't clear our bar today.
Market size 27Growth 20Conversion 59Competition 50Returns 99Price range 0Avg price 15Brand share 37Review moat 35Quality gap 62
**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**
**Good****5.0%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****55%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****83%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Okay****3,023.04**
avg 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****£5.35**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£2.73–£8.26**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
13K8KHoliday '24Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/highlighter-makeup/trend)
## **Top highlighter makeup search terms**
- **highlighter makeup**265K/yr-12.2%4.7% conv. - **highlighters makeup**28K/yr+6.3%2.7% conv. - **nyx highlighter**18K/yr-13.3%2.4% conv. - **makeup highlighter**15K/yr-16.4%3.3% conv. - **face highlighter**10K/yr+0.1%2.9% conv. - **highlight**10K/yr-2.9%2.6% conv. - **highlighter powder**10K/yr-0.1%6.6% conv. - **highlighter palette**11K/yr-1.1%1.3% conv. - **powder highlighter**8K/yr-14.7%4.9% conv. - **highlighter make up**7K/yr-14.1%4.0% conv. [**All search terms **](https://flapen.com/research/uk/beauty/highlighter-makeup/search-terms)
## **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.
0%10%£11K20%£22K30%£33K40%£44K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 23 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Makeup Revolution Highlight Reloaded Highly Pigmented Shimmer Glow Finish Face Makeup Just My Type 10g**Revolution Beauty London**£2.73**4.4★15,513 rev](https://www.amazon.co.uk/dp/B07QPZH86C) [2**MUA Makeup Academy Shimmer Highlighter Powder Oyster Silk - Highly Pigmented Glow Finish 8 g**MUA**£2.86**4.4★144 rev](https://www.amazon.co.uk/dp/B0F8RK8C57) [3**NYX Professional Makeup Buttermelt Highlighter Powder Highlighter 12 HR Wear Fade & Transfer Resistant Buildable High Impact Glow Bright & Butta 1 Count**NYX PROFESSIONAL MAKEUP**£6.57**4.6★2,131 rev](https://www.amazon.co.uk/dp/B0DZ2M8BNF) [4**Makeup Revolution Reloaded Highlighter Highly-Pigmented Face Powder Brighten Glow & Shimmer Dare to Divulge 10g**Revolution Beauty London**£3.05**4.5★2,700 rev](https://www.amazon.co.uk/dp/B07QPY11KY) [5**Makeup Revolution Beauty Highlight Reloaded Set the Tone**Revolution Beauty London**£3.50**4.5★2,700 rev](https://www.amazon.co.uk/dp/B07QS92KBY)
**~~View all top sellers →~~**
### **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.**£5.74**957 rev7mo ago](https://www.amazon.co.uk/dp/B0G1H4VG3X) [**UCANBE Sparkle Bomb Baked Highlighter Powder Highlighter Makeup High Glossy Illuminator Palette for Face & Body Weightless and Buildable (02 Moonlight)**UCANBE**£7.26**116 rev7mo ago](https://www.amazon.co.uk/dp/B0G48XWKLR) [**NYX Professional Makeup Buttermelt Highlighter Powder Highlighter 12 HR Wear Fade & Transfer Resistant Buildable High Impact Glow Bright & Butta 1 Count**NYX PROFESSIONAL MAKEUP**£6.57**2,131 rev1y ago](https://www.amazon.co.uk/dp/B0DZ2M8BNF) [**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**£7.25**2,131 rev1y ago](https://www.amazon.co.uk/dp/B0DZ2NYF6F) [**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**£6.64**2,131 rev1y ago](https://www.amazon.co.uk/dp/B0DZ2NPYV2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**UCANBE Sparkle Bomb Baked Highlighter Powder Highlighter Makeup High Glossy Illuminator Palette for Face & Body Weightless and Buildable (02 Moonlight)**UCANBE**£7.26**4.4★**▲ 165%**](https://www.amazon.co.uk/dp/B0G48XWKLR) [**Makeup Revolution Beauty Highlight Reloaded Set the Tone**Revolution Beauty London**£3.50**4.5★**▲ 144%**](https://www.amazon.co.uk/dp/B07QS92KBY) [**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.**£5.74**4.4★**▲ 115%**](https://www.amazon.co.uk/dp/B0G1H4VG3X) [**MUA Makeup Academy Shimmer Highlighter Powder Oyster Silk - Highly Pigmented Glow Finish 8 g**MUA**£2.86**4.4★**▲ 114%**](https://www.amazon.co.uk/dp/B0F8RK8C57) [**NYX Professional Makeup Buttermelt Highlighter Powder Highlighter 12 HR Wear Fade & Transfer Resistant Buildable High Impact Glow Bright & Butta 1 Count**NYX PROFESSIONAL MAKEUP**£6.57**4.6★**▲ 82%**](https://www.amazon.co.uk/dp/B0DZ2M8BNF)
**~~View all trending →~~**
## **What buyers say about highlighter makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Brightness/Shine/Glow**28%
*“sparkley”*
**Quality-Overall**21%
*“Love this, looks and performs better then the price suggests”*
**Color**9%
*“Nice colour”*
**Value For Money**8%
*“good price too”*
**Suitability Combination Skin**6%
*“Really pretty on the skin”*
**Durability**5%
*“it lasts all day”*
**Ease Of Application**4%
*“Im super pleased applies really well”*
**Ease Of Use**2%
*“easy to use”*
**Design-Overall**2%
*“is embossed with a floral design”*
**Soft Feel**2%
*“It glides on smoothly for a dry”*
### **What buyers complain about **
**Brightness/Shine/Glow**16%
*“its glittery and I dont like glitter”*
**Size-Overall**13%
*“Small in size”*
**Quality-Overall**9%
*“Cheap and good”*
**Durability**9%
*“Alright breaks easily”*
**Color**7%
*“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”*
**Functionality-Overall**6%
*“It is not as effective”*
**Value For Money**6%
*“Dont pay for the expensive brand”*
**Ease Of Cleaning**3%
*“literally wipes off”*
**Dilute/Watery**3%
*“very powdery and goes everywhere”*
**Advertised Vs Actual Product**2%
*“can't return it so I feel somewhat mislead by the product description on the website”*
### **Top return reasons **
**Color**44%
**Advertised Vs Actual Product**13%
**Product Condition**6%
**Dilute/Watery**6%
**Durability**6%
**Value For Money**6%
**Size-Overall**6%
**Brightness/Shine/Glow**6%
**Defective Material/Parts**3%
**Thickness**3%
## **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.
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