Makeup
Makeup shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Top 11% of 2,481 Beauty niches · +10 vs the category median of 47
Is Makeup profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Makeup is a £346K/yr Amazon United Kingdom market (1.6M searches/yr). The top 5 brands hold 50% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 57/100.
Makeup: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -15.6% over the last 90 days and 1.3% of searches end in a purchase.
£346K
revenue / yr
Who owns the niche?
The top 5 brands hold 50% of demand, so 50% of the market is open.
50%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 57 products
Top Makeup products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
All in One Makeup Kit for Women Full Kit - 44PCS Professional Makeup Set with Foundation Eyeshadow Lipstick Eyeliner - Complete Cosmetic Gift Set for Beginners and Professionals
- Price
- £22.85
- Rating
- 4.4/5
- Reviews
- 126
- Age
- 1y ago
All in One Makeup Kit Makeup Kit for Women Full Kit Make Up Gift Set for Women Makeup Essential Bundle Includes Foundation Eyeshadow Palette Concealer Lipstick Eyeliner Mascara Cosmetic Brush Set
- Price
- £23.26
- Rating
- 4.5/5
- Reviews
- 276
- Age
- 1y ago
Muiefe Makeup Set All in One Make Up Starter Kit Cosmetic Makeup Bundle Include Eyeshadow Palette Foundation Lip Gloss Concealer Eyeliner Mascara Makeup Gift Sets for Women & Teenage Girls
- Price
- £16.20
- Rating
- 4.7/5
- Reviews
- 238
- Age
- 1y ago
LOréal Paris Fresh Face Primer Lipstick & Mascara Trio Gift Set Prime Lab 24H Pore Minimiser Primer Hydrating Balm-In-Lipstick In 191 Nude Heaven & Lash Paradise Mascara Enriched With Castor Oil
- Price
- £12.74
- Rating
- 4.5/5
- Reviews
- 324
- Age
- 2y ago
bonvoyage Makeup Kit Includes Lipsticks Eyeshadows Blush Nail Polish Mirror and Make Up Brushes Portable Lightweight Metal Train Case Bon Voyage
- Price
- £11.69
- Rating
- 4.7/5
- Reviews
- 6,216
- Age
- 5y ago
Trending
90-day click momentum
All in One Makeup Set for Women Full Kit Make Up Gift Set Makeup Essential Bundle Includes Foundation Eyeshadow Palette Concealer Lipstick Eyeliner Mascara Cosmetic Brush Set For Women Girls Teens
- Price
- £20.30
- Rating
- 4.4/5
- Reviews
- 38
- Age
- 5mo ago
All in One Full Makeup Kit Makeup Gift Sets for Women Make Up Set for Teenage Girls Makeup Essential Bundle with Eyeshadow Palette Foundation Blush Lipgloss Eyeliner Mascara Eyebrow Pencil Brushes
- Price
- £11.25
- Rating
- 4.4/5
- Reviews
- 133
- Age
- 6mo ago
All-in-One Makeup Kit for Women Complete Makeup Gift Set for Teen Girls Essential Makeup Bundle with Eyeshadow Palette Mascara Contour Lipstick Cosmetic Brushes & Travel Bag
- Price
- £20.01
- Rating
- 4.6/5
- Reviews
- 38
- Age
- 5mo ago
KIKO Milano Threads Of Time Lip To Cheek Make Up Kit Gift Set Makeup: 2In1 Lipstick And Gloss Liquid Blush And Powder Blush
- Price
- £22.64
- Rating
- 4.6/5
- Reviews
- 55
- Age
- 5mo ago
All in One Makeup Set 15 Colors Concealer Palette Face Setting Powder Primer makeup Lotion Glitter Shine Lipstick Puff Oval Brush 4Pcs Brush Full Cosmetics Makeup Kit Xmas Make up Gift for Women
- Price
- £10.46
- Rating
- 4.1/5
- Reviews
- 5
- Age
- 10mo ago
Newest
by launch dateAll-in-One Makeup Kit for Women Complete Makeup Gift Set for Teen Girls Essential Makeup Bundle with Eyeshadow Palette Mascara Contour Lipstick Cosmetic Brushes & Travel Bag
- Price
- £20.01
- Rating
- 4.6/5
- Reviews
- 38
- Age
- 5mo ago
All in One Makeup Set for Women Full Kit Make Up Gift Set Makeup Essential Bundle Includes Foundation Eyeshadow Palette Concealer Lipstick Eyeliner Mascara Cosmetic Brush Set For Women Girls Teens
- Price
- £20.30
- Rating
- 4.4/5
- Reviews
- 38
- Age
- 5mo ago
KIKO Milano Threads Of Time Lip To Cheek Make Up Kit Gift Set Makeup: 2In1 Lipstick And Gloss Liquid Blush And Powder Blush
- Price
- £22.64
- Rating
- 4.6/5
- Reviews
- 55
- Age
- 5mo ago
All in One Full Makeup Kit Makeup Gift Sets for Women Make Up Set for Teenage Girls Makeup Essential Bundle with Eyeshadow Palette Foundation Blush Lipgloss Eyeliner Mascara Eyebrow Pencil Brushes
- Price
- £11.25
- Rating
- 4.4/5
- Reviews
- 133
- Age
- 6mo ago
All in One Makeup Set 15 Colors Concealer Palette Face Setting Powder Primer makeup Lotion Glitter Shine Lipstick Puff Oval Brush 4Pcs Brush Full Cosmetics Makeup Kit Xmas Make up Gift for Women
- Price
- £10.46
- Rating
- 4.1/5
- Reviews
- 5
- Age
- 10mo ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.
Brands
32 falling
Sellers
217
Top-5 brand share
50%
Top 20: 94%
Top-5 click share
32%
Top 20: 72%
Open market
42%
- CHAFFUL12%
- Obmyllax10%
- bonvoyage10%
- Muiefe9%
- Technic9%
- L'Oreal Paris8%
Makeup demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Nov, Dec · busiest ÷ quietest = 6.5×
Top Makeup search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- makeup set393K/yr
- make up set338K/yr
- make-up sets86K/yr
- makeup kit70K/yr
- mini makeup55K/yr
- makeup gift set82K/yr
- makeup sets73K/yr
- make up sets75K/yr
- cosmetics48K/yr
- makeup gift sets for women54K/yr
What reviews say buyers love and hate about Makeup
What buyers mention most, as a share of all reviews.
What buyers love
82% of reviews“Amazing value”
“This is a great mascara at a great price”
“Fantastic variety of quality products”
“Perfect for Gifting”
“Bright colours”
What buyers complain about
58% of reviews“not the same quality as the last one I purchased”
“Previously opened”
“Clumps all of my lashes together”
“Not all items fully sized”
“Too expensive”
Makeup return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
49%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Makeup questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
