makeup
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Brand share
Great50%top-5 brand share — no brand owns this niche
Competition
Great32%top-5 click share — an open shelf
Avg price
Great£15.98avg listing price — sweet spot $15–$100
Price range
Good£3.11–£32.34cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£346K£346K/yr · 1.6M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Okay3,308.88avg incumbent reviews — the moat a new listing must climb
Growth
Bad-15.6%90-day search growth — must beat 0% to launch
Conversion
Bad1.3%search→purchase rate — share of searches ending in a sale
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.
Data updated Jul 21, 2026 · scored weekly · How we score niches
makeup market data
- Units sold / yr
- 30K–40K
- avg 250–500/product
- Revenue / yr
- £479K–£639K
- units × avg price
- Conversion rate
- 1.3%
- Avg BSR
- #52
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 95%
- Out of stock
- 4.6%
- Avg brand age
- 37 months
- Avg seller age
- 151 days
Competition & brand 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%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -15.6% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 6.5×
Top makeup search terms
- 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
Top 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.
All 24 tracked products in this niche — three views at once, no toggling.
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
Obmyllax£22.854.4★126 rev
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
CHAFFUL£23.264.5★276 rev
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
Muiefe£16.204.7★238 rev
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
L'Oreal Paris£12.744.5★324 rev
bonvoyage Makeup Kit Includes Lipsticks Eyeshadows Blush Nail Polish Mirror and Make Up Brushes Portable Lightweight Metal Train Case Bon Voyage
bonvoyage£11.694.7★6,216 rev
Newest
by launch date
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
Obmyllax£20.0138 rev
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
CHAFFUL£20.3038 rev
KIKO Milano Threads Of Time Lip To Cheek Make Up Kit Gift Set Makeup: 2In1 Lipstick And Gloss Liquid Blush And Powder Blush
Kiko Milano£22.6455 rev
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
Viugex£11.25133 rev
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
SHEBEEDO£10.465 rev
Trending
90-day click momentumAll 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
CHAFFUL£20.304.4★
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
Viugex£11.254.4★
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
Obmyllax£20.014.6★
KIKO Milano Threads Of Time Lip To Cheek Make Up Kit Gift Set Makeup: 2In1 Lipstick And Gloss Liquid Blush And Powder Blush
Kiko Milano£22.644.6★
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
SHEBEEDO£10.464.1★
What buyers say about makeup
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing value”
“This is a great mascara at a great price”
“Fantastic variety of quality products”
“Perfect for Gifting”
“Bright colours”
“comfortable to wear”
“what i will say it feels nice on my skin”
“Just what i needed”
“fits everything in it”
“and the multi-pack of good quality brushes is incredible”
What buyers complain about
“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”
“slightly dried”
“The pigmentation in everything is very poor”
“Photo doesnt show it well, and its blue”
“feels extremely sticky”
“Eye product without sealing carry risk of contamination”
Top return reasons
Common questions
- Is makeup profitable to sell on Amazon United Kingdom?
- The niche generates £346K/yr across 57 tracked products. 1 of 13 products launched in the last 360 days are still selling. 90-day search growth is -15.6%. Flapen's verdict: Worth a look (57/100).
- How competitive is the makeup niche?
- 32 brands and 217 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 50% of demand.
- What do buyers complain about in makeup?
- Top complaints mined from reviews: Quality-Overall, Product Condition, Eyelash Quality. The return rate is 0.1%.
- When does demand for makeup peak?
- Demand peaks in Nov–Dec; the busiest month runs 6.5× the quietest.
- What does it cost to enter the makeup niche?
- Listings span £3.11–£32.34; the average listing price is £15.98 (sweet spot $15–$100). The average incumbent carries 3,309 reviews — the moat a new listing must climb.