make up remover
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible19.4%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Market size
Good£300K£300K/yr · 458K searches
Review moat
Okay2,124.29avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-12.6%90-day search growth — must beat 0% to launch
Avg price
Bad£3.38avg listing price — sweet spot $15–$100
Competition
Bad92%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.66–£7.41cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, make up remover is a £300K/yr Amazon United Kingdom market (458K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Sep–Oct–Dec. Verdict: Skip it — 38/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
make up remover market data
- Units sold / yr
- 80K–100K
- avg 12,500–15,000/product
- Revenue / yr
- £270K–£338K
- units × avg price
- Conversion rate
- 19.4%
- Avg BSR
- #51
- Page quality
- 0%
- Prime
- 86%
- Sponsored
- 57%
- Out of stock
- 0.0%
- Avg brand age
- 66 months
- Avg seller age
- 151 days
Competition & brand share
The top 5 products capture 92% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 flat
Sellers
70
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
92%
Top 20: 100%
Open market
0%
- NIVEA80%
- Simple9%
- Garnier6%
- L'Oreal Paris5%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.6% search growth over the last 90 days.Peak months: Jan, Sep, Oct, Dec · busiest ÷ quietest = 3.9×
Top make up remover search terms
- eye makeup remover166K/yr
- eye make up remover49K/yr
- nivea eye makeup remover54K/yr
- simple eye makeup remover37K/yr
- nivea makeup remover19K/yr
- waterproof makeup remover20K/yr
- waterproof mascara remover18K/yr
- waterproof eye makeup remover16K/yr
- mascara remover10K/yr
- eye makeup remover liquid7K/yr
Top make up remover 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 7 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
NIVEA Double Effect Waterproof Eye Make-Up Remover (125ml) Daily Use Face Cleanser for Make-Up and Mascara with Cornflower Extract and Biotin
NIVEA£1.664.6★7,258 rev
NIVEA Waterproof Eye Make Up Remover Radiance (125ml) Effectively Removes Waterproof Mascara and Eye Makeup Face Cleanser Enriched with Vitamin C to Energise and Brighten
NIVEA£1.954.6★709 rev
Garnier Skin Active 2 in1 Eye Make Up Remover Suitable For Waterproof Makeup Gentle On Eyes and Eyelashes Use With Reusable Micellar Eco Pads 125 ml
Garnier£2.444.5★3,777 rev
3 Pack of 125ml Simple Kind to Skin Eye Make-Up Remover For Sensitive Skin
Simple£7.414.8★53 rev
LOréal Paris Gentle Eye Makeup Remover Enriched with Pro-Vitamin Refreshing Non-Irritating Formula Suitable for All Skin Types Sensitive Eyes and Contact Lens Wearers 125ml
L'Oreal Paris£3.624.4★1,896 rev
Newest
by launch date
NIVEA Regenerating Serum Infused Micellar Water (400ml) Micellar Cleansing Water with Amino Acid 5% Panthenol and Squalane Gentle Waterproof Makeup Remover
NIVEA£3.21420 rev
NIVEA Double Effect Waterproof Eye Make-Up Remover (125ml) Daily Use Face Cleanser for Make-Up and Mascara with Cornflower Extract and Biotin
NIVEA£1.667,258 rev
NIVEA Waterproof Eye Make Up Remover Radiance (125ml) Effectively Removes Waterproof Mascara and Eye Makeup Face Cleanser Enriched with Vitamin C to Energise and Brighten
NIVEA£1.95709 rev
3 Pack of 125ml Simple Kind to Skin Eye Make-Up Remover For Sensitive Skin
Simple£7.4153 rev
LOréal Paris Gentle Eye Makeup Remover Enriched with Pro-Vitamin Refreshing Non-Irritating Formula Suitable for All Skin Types Sensitive Eyes and Contact Lens Wearers 125ml
L'Oreal Paris£3.621,896 rev
Trending
90-day click momentum3 Pack of 125ml Simple Kind to Skin Eye Make-Up Remover For Sensitive Skin
Simple£7.414.8★
Simple Kind To Eyes Eye Make Up Remover 125 ml
Simple£3.354.4★
NIVEA Regenerating Serum Infused Micellar Water (400ml) Micellar Cleansing Water with Amino Acid 5% Panthenol and Squalane Gentle Waterproof Makeup Remover
NIVEA£3.214.5★
NIVEA Double Effect Waterproof Eye Make-Up Remover (125ml) Daily Use Face Cleanser for Make-Up and Mascara with Cornflower Extract and Biotin
NIVEA£1.664.6★
NIVEA Waterproof Eye Make Up Remover Radiance (125ml) Effectively Removes Waterproof Mascara and Eye Makeup Face Cleanser Enriched with Vitamin C to Energise and Brighten
NIVEA£1.954.6★
What buyers say about make up remover
What buyers praise and complain about, mined from review topics.What buyers love
“Great product with an affordable price”
“Excellent product used before”
“Gentle”
“removes very good waterproof makeup”
“It wipes away waterproof make up so easily”
“One of the best eye makeup remover”
“I've had zero irritation”
“Easy to use”
“last for ages”
“it never fails to do the job”
What buyers complain about
“I have lots of allergies”
“Not for waterproof mascara”
“unfortunately when I use it, it makes my eyes blurry and uncomfortable”
“Quality issues with some bottles”
“a little greasy”
“doesn't remove my eye makeup properly”
“cam ei bit smaller than expected”
“I have sensitive eyes”
“tough on make up”
“My eyes went red, blotchy and puffy for days after using this”
Common questions
- Is make up remover profitable to sell on Amazon United Kingdom?
- The niche generates £300K/yr across 7 tracked products. 90-day search growth is -12.6%. Flapen's verdict: Skip it (38/100).
- How competitive is the make up remover niche?
- 4 brands and 70 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in make up remover?
- Top complaints mined from reviews: Allergies, Water Resistance, Comfort-Overall. The return rate is 0.0%.
- When does demand for make up remover peak?
- Demand peaks in Jan–Sep–Oct–Dec; the busiest month runs 3.9× the quietest.
- What does it cost to enter the make up remover niche?
- Listings span £1.66–£7.41; the average listing price is £3.38 (sweet spot $15–$100). The average incumbent carries 2,124 reviews — the moat a new listing must climb.