---
title: "Lip Mask — £729K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/lip-mask"
last_updated: "2026-08-10T05:59:59.672Z"
locale: en
meta:
description: "Niche score 53/100 · £729K/yr market · 1.2M searches/yr · £14.76 avg price. Soft demand (-25.5% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £729K/yr market · 1.2M searches/yr · £14.76 avg price. Soft demand (-25.5% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Lip Mask — £729K/yr Amazon UK Niche (2026) - Flapen"
---
# **lip mask**
**Worth a look**
Shows low returns (0.1%), but soft demand (-25.5% this quarter) keeps it on the watch list.
Market size 70Growth 12Conversion 50Competition 60Returns 99Price range 68Avg price 73Brand share 30Review moat 35Quality gap 52
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Avg price**
**Good****£14.76**
avg listing price — sweet spot $15–$100
**Market size**
**Good****£729K**
£729K/yr · 1.2M searches
**Price range**
**Good****£4.81–£36.88**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**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**
**Okay****3,041.12**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****87%**
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 ~~](https://flapen.com/research/methodology)
## **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.
70K50KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/lip-mask/trend)
## **Top lip mask search terms**
- **laneige**359K/yr-22.3%1.1% conv. - **lip mask**234K/yr-39.6%3.2% conv. - **lip masks**57K/yr+193.5%0.7% conv. - **laneige lip mask**161K/yr-43.7%4.8% conv. - **laneige lip balm**174K/yr-35.8%2.6% conv. - **laneige lip sleeping mask**40K/yr-17.5%5.9% conv. - **lip mask overnight**32K/yr-40.4%3.5% conv. - **overnight lip mask**19K/yr-25.0%2.8% conv. - **laniege**19K/yr-16.9%1.8% conv. - **laneige lip balm set**20K/yr-56.0%1.5% conv. [**All search terms **](https://flapen.com/research/uk/beauty/lip-mask/search-terms)
## **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.
0%10%£73K20%£146K30%£219K40%£292K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**LANEIGE ORIGINAL | Lip sleep mask - Night mask | 20 grams | by BELLA | (RED FRUIT)**LANEIGE**£15.41**4.7★400 rev](https://www.amazon.co.uk/dp/B09WCTJ113) [2**Laneige Lip Glowy Balm - Berry 10g - for Radiant Hydrated Lips**LANEIGE**£16.88**4.4★1,401 rev](https://www.amazon.co.uk/dp/B0968NKZ1L) [3**Laneige Lip Sleeping Mask Vanilla**LANEIGE**£19.16**4.6★7,118 rev](https://www.amazon.co.uk/dp/B072BHZ41J) [4**LANEIGE Lip Sleeping Mask**LANEIGE**£28.04**4.5★1,449 rev](https://www.amazon.co.uk/dp/B0CX6ZV6BW) [5**Burts Bees Lip Mask Overnight Lip Treatment Intense Lip Repair with Ceramides & Ultra-Conditioning Oils 7.08g**Burt's Bees**£4.99**4.6★10,867 rev](https://www.amazon.co.uk/dp/B07C3BLZRN)
**~~View all top sellers →~~**
### **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**£14.45**21 rev8mo ago](https://www.amazon.co.uk/dp/B0FY75PM9Y) [**Lip Sleeping Mask - Lip Mask Overnight Lip Repair - Lip Moisturiser for Dry Chapped Peeling Cracked Lips Fades Lip Lines Lip Balm for Moisturizing**HERBINSOLS**£6.00**7 rev9mo ago](https://www.amazon.co.uk/dp/B0FWRK5SWL) [**The Ordinary PHA 5% Exfoliating Lip Serum Hydrating Overnight Lip Exfoliator Treatment 15ml**The Ordinary**£6.16**1,252 rev9mo ago](https://www.amazon.co.uk/dp/B0FTZCWGSK) [**MCoBeauty Double Duty Lip Mask - Vanilla Hydrating Overnight Balm**MCoBeauty**£5.49**44 rev11mo ago](https://www.amazon.co.uk/dp/B0FKCSVHB4) [**LANEIGE Mini Lip Glowy Balm Set - Moisturizing and Shiny Lip Balm in 4 Flavors**LANEIGE**£36.88**1,027 rev1y ago](https://www.amazon.co.uk/dp/B0DN6WZR5H)
**~~View all new products →~~**
### **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**£24.12**4.6★**▲ 164%**](https://www.amazon.co.uk/dp/B0CTKSB91T) [**The Ordinary PHA 5% Exfoliating Lip Serum Hydrating Overnight Lip Exfoliator Treatment 15ml**The Ordinary**£6.16**4.4★**▲ 142%**](https://www.amazon.co.uk/dp/B0FTZCWGSK) [**Lip Sleeping Mask - Lip Mask Overnight Lip Repair - Lip Moisturiser for Dry Chapped Peeling Cracked Lips Fades Lip Lines Lip Balm for Moisturizing**HERBINSOLS**£6.00**4.0★**▲ 108%**](https://www.amazon.co.uk/dp/B0FWRK5SWL) [**LANEIGE Lip Sleeping Mask**LANEIGE**£28.04**4.5★**▲ 91%**](https://www.amazon.co.uk/dp/B0CX6ZV6BW) [**MCoBeauty Double Duty Lip Mask - Vanilla Hydrating Overnight Balm**MCoBeauty**£5.49**4.0★**▲ 80%**](https://www.amazon.co.uk/dp/B0FKCSVHB4)
**~~View all trending →~~**
## **What buyers say about lip mask**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**19%
*“doesn't dry out”*
**Soft Feel**18%
*“my skin feels so soft”*
**Quality-Overall**13%
*“Decent lip mask”*
**Smell**7%
*“Smells amazing”*
**Value For Money**7%
*“not expensive”*
**Durability**4%
*“Lasts a long time”*
**Suitability Combination Skin**3%
*“Amazing skin with the face serum”*
**Color**2%
*“Colour is nice”*
**Gifting Purpose**2%
*“Gift purchase”*
**Suitability Dry Skin**2%
*“Exfoliates good”*
### **What buyers complain about **
**Value For Money**17%
*“Overpriced”*
**Moist/Dry**14%
*“It doesn't ever really dry as such”*
**Size-Overall**11%
*“The package Is small”*
**Ease Of Application**7%
*“Poorly made applicator”*
**Functionality-Overall**7%
*“Didn't work”*
**Adhesion/Stickiness**5%
*“Brush came off stick”*
**Quality-Overall**5%
*“Of course, no brand gets it all right, and once in a while, there is bound to be a product that is a flop”*
**Allergies**3%
*“Burning reaction to lip masks”*
**Symptom Reduction**2%
*“Been using a few month I dont see much of a difference”*
**Leak-Proof**1%
*“Leaks constantly and the foot of the applicator forever gets stuck and falls off inside the product”*
### **Top return reasons **
**Size-Overall**37%
**Advertised Vs Actual Product**14%
**Defective Material/Parts**7%
**Quality-Overall**7%
**Moist/Dry**4%
**Thin**4%
**Color**4%
**Value For Money**4%
**Functionality-Overall**3%
**Smell**2%
## **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.
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