lip mask
Worth a lookShows low returns (0.1%), but soft demand (-25.5% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Avg price
Good£14.76avg listing price — sweet spot $15–$100
Market size
Good£729K£729K/yr · 1.2M searches
Price range
Good£4.81–£36.88cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Okay4.0%search→purchase rate — share of searches ending in a sale
Review moat
Okay3,041.12avg incumbent reviews — the moat a new listing must climb
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Growth
Bad-25.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, lip mask is a £729K/yr Amazon United Kingdom market (1.2M searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 53/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
lip mask market data
- Units sold / yr
- 30K–40K
- avg 750–1,000/product
- Revenue / yr
- £443K–£590K
- units × avg price
- Conversion rate
- 4.0%
- Avg BSR
- #347
- Page quality
- 0%
- Prime
- 92%
- Sponsored
- 65%
- Out of stock
- 3.5%
- Avg brand age
- 33 months
- Avg seller age
- 151 days
Competition & brand share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
68
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
49%
Top 20: 90%
Open market
11%
- LANEIGE71%
- Burt's Bees5%
- e.l.f.4%
- The Ordinary4%
- Ceboic3%
- W72%
- Open — no brand owns it (6 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -25.5% search growth over the last 90 days.Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.4×
Top lip mask search terms
- laneige359K/yr
- lip mask234K/yr
- lip masks57K/yr
- laneige lip mask161K/yr
- laneige lip balm174K/yr
- laneige lip sleeping mask40K/yr
- lip mask overnight32K/yr
- overnight lip mask19K/yr
- laniege19K/yr
- laneige lip balm set20K/yr
Top lip mask 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LANEIGE ORIGINAL | Lip sleep mask - Night mask | 20 grams | by BELLA | (RED FRUIT)
LANEIGE£15.414.7★400 rev
Laneige Lip Glowy Balm - Berry 10g - for Radiant Hydrated Lips
LANEIGE£16.884.4★1,401 rev
Laneige Lip Sleeping Mask Vanilla
LANEIGE£19.164.6★7,118 rev
LANEIGE Lip Sleeping Mask
LANEIGE£28.044.5★1,449 rev
Burts Bees Lip Mask Overnight Lip Treatment Intense Lip Repair with Ceramides & Ultra-Conditioning Oils 7.08g
Burt's Bees£4.994.6★10,867 rev
Newest
by launch date
Laneige Lip Balm & Water Sleeping Mask Set (15ml + 3g) Korean Care Lip Mask & Mini Skincare Gift Duo with Applicator & Travel Pouch by Sovio
Sovio£14.4521 rev
Lip Sleeping Mask - Lip Mask Overnight Lip Repair - Lip Moisturiser for Dry Chapped Peeling Cracked Lips Fades Lip Lines Lip Balm for Moisturizing
HERBINSOLS£6.007 rev
The Ordinary PHA 5% Exfoliating Lip Serum Hydrating Overnight Lip Exfoliator Treatment 15ml
The Ordinary£6.161,252 rev
MCoBeauty Double Duty Lip Mask - Vanilla Hydrating Overnight Balm
MCoBeauty£5.4944 rev
LANEIGE Mini Lip Glowy Balm Set - Moisturizing and Shiny Lip Balm in 4 Flavors
LANEIGE£36.881,027 rev
Trending
90-day click momentum
LANEIGE Icons To Go Set: Cream Skin Water Bank Cream Lip Sleeping Mask Water Sleeping Mask Travel Size Full Size Hydrate Barrier-Boosting
LANEIGE£24.124.6★
The Ordinary PHA 5% Exfoliating Lip Serum Hydrating Overnight Lip Exfoliator Treatment 15ml
The Ordinary£6.164.4★
Lip Sleeping Mask - Lip Mask Overnight Lip Repair - Lip Moisturiser for Dry Chapped Peeling Cracked Lips Fades Lip Lines Lip Balm for Moisturizing
HERBINSOLS£6.004.0★
LANEIGE Lip Sleeping Mask
LANEIGE£28.044.5★
MCoBeauty Double Duty Lip Mask - Vanilla Hydrating Overnight Balm
MCoBeauty£5.494.0★
What buyers say about lip mask
What buyers praise and complain about, mined from review topics.What buyers love
“doesn't dry out”
“my skin feels so soft”
“Decent lip mask”
“Smells amazing”
“not expensive”
“Lasts a long time”
“Amazing skin with the face serum”
“Colour is nice”
“Gift purchase”
“Exfoliates good”
What buyers complain about
“Overpriced”
“It doesn't ever really dry as such”
“The package Is small”
“Poorly made applicator”
“Didn't work”
“Brush came off stick”
“Of course, no brand gets it all right, and once in a while, there is bound to be a product that is a flop”
“Burning reaction to lip masks”
“Been using a few month I dont see much of a difference”
“Leaks constantly and the foot of the applicator forever gets stuck and falls off inside the product”
Top return reasons
Common questions
- Is lip mask profitable to sell on Amazon United Kingdom?
- The niche generates £729K/yr across 26 tracked products. 2 of 5 products launched in the last 360 days are still selling. 90-day search growth is -25.5%. Flapen's verdict: Worth a look (53/100).
- How competitive is the lip mask niche?
- 12 brands and 68 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in lip mask?
- Top complaints mined from reviews: Value For Money, Moist/Dry, Size-Overall. The return rate is 0.1%.
- When does demand for lip mask peak?
- Demand peaks in Jan–Nov–Dec; the busiest month runs 3.4× the quietest.
- What does it cost to enter the lip mask niche?
- Listings span £4.81–£36.88; the average listing price is £14.76 (sweet spot $15–$100). The average incumbent carries 3,041 reviews — the moat a new listing must climb.