Is makeup remover profitable to sell on Amazon United Kingdom?

The niche generates £971K/yr across 8 tracked products. 90-day search growth is +2.4%. Flapen's verdict: Skip it (41/100).

How competitive is the makeup remover niche?

3 brands and 70 sellers compete. The top 5 products take 86% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in makeup remover?

Top complaints mined from reviews: Allergies, Smell, Sensitivity-Overall. The return rate is 0.0%.

What does it cost to enter the makeup remover niche?

Listings span £1.97–£5.37; the average listing price is £3.67 (sweet spot $15–$100). The average incumbent carries 8,189 reviews — the moat a new listing must climb.

makeup remover

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible15.6%

search→purchase rate — share of searches ending in a sale

Market size

Great£971K

£971K/yr · 1.7M searches

Growth

Okay+2.4%

90-day search growth — must beat 0% to launch

Review moat

Bad8,188.88

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Competition

Bad86%

top-5 click share — a locked-up shelf

Avg price

Bad£3.67

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£1.97–£5.37

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, makeup remover is a £971K/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 41/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

makeup remover market data

Units sold / yr: 300K–400K; avg 25,000–30,000/product
Revenue / yr: £1.1M–£1.5M; units × avg price
Conversion rate: 15.6%
Avg BSR: #6
Page quality: 0%
Prime: 100%
Sponsored: 75%
Out of stock: 0.0%
Avg brand age: 67 months
Avg seller age: 147 days

Competition & brand share

The top 5 products capture 86% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

86%

Top 20: 100%

Open market

Garnier70%
NIVEA19%
Simple10%
Open — no brand owns it (0%)

Demand

Weekly Amazon search volume, last 28 weeks — +2.4% search growth over the last 90 days.

Open Trend

Top makeup remover search terms

micellar water815K/yr +3.5%16.8% conv.
make up remover170K/yr +2.4%7.1% conv.
garnier micellar cleansing water179K/yr +5.8%12.2% conv.
makeup remover162K/yr -12.4%7.3% conv.
micellar cleansing water120K/yr -0.5%13.6% conv.
simple micellar water50K/yr +22.7%14.6% conv.
garnier micellar water37K/yr +17.0%10.7% conv.
nivea micellar water31K/yr -19.9%12.6% conv.
micellar water garnier22K/yr +15.8%9.7% conv.
cleansing water18K/yr +2.5%9.2% conv.

All search terms

Top makeup 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 8 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Garnier Micellar Cleansing Water 700ml Gentle face cleanser & Make up Remover Suitable For All Skin Types Including Sensitive Skin Soothing Formula Dermatologically Tested

Garnier£4.244.7★25,936 rev

Simple Kind to Skin Cleansing Water Micellar 90% hydration boost facial cleanser and makeup remover 200ml

Simple£1.974.7★3,013 rev

NIVEA Soothing Micellar Water for Sensitive Skin (400ml) Gentle Makeup Remover for Sensitive Skin Micellar Cleanser with Licorice Extract and Panthenol

NIVEA£2.614.7★1,208 rev

Garnier Micellar Cleansing Water Gentle face Cleanser & Makeup Remover Fragrance-Free Vegan Formula Suitable For All Skin Types Even Sensitive Skin Active 400ml

Garnier£3.564.7★25,936 rev

NIVEA Skin Glow Serum Infused Micellar Water (400ml) Revitalising Micellar Cleansing Water with Amino Acid and 5% Vitamin C and E Gentle Waterproof Makeup Remover

NIVEA£3.224.6★1,310 rev

Newest

by launch date

NIVEA Skin Glow Serum Infused Micellar Water (400ml) Revitalising Micellar Cleansing Water with Amino Acid and 5% Vitamin C and E Gentle Waterproof Makeup Remover

NIVEA£3.221,310 rev

2y ago

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

2y ago

Garnier Micellar Vitamin C Cleansing Water 700ml Gentle face Cleanser & Makeup Remover Hypoallergenic. Vegan Formula Suitable For Dull And Uneven Skin Brightening Formula Dermatologically Tested

Garnier£5.171,446 rev

3y ago

Garnier Micellar Rose Cleansing Water 700ml Gentle face Cleanser & Makeup Remover Hypoallergenic. Vegan Formula Suitable For Dull And Sensitive Skin Glow Boosting Formula Dermatologically Tested

Garnier£5.376,242 rev

5y ago

NIVEA Soothing Micellar Water for Sensitive Skin (400ml) Gentle Makeup Remover for Sensitive Skin Micellar Cleanser with Licorice Extract and Panthenol

NIVEA£2.611,208 rev

7y ago

What buyers say about makeup remover

What buyers praise and complain about, mined from review topics.

What buyers love

Value For Money20%

“Excellent value for money”

Quality-Overall12%

“Good quality product, works as described and arrived promptly”

Cleansing11%

“Cleans my face”

Ease Of Cleaning10%

“Good cleanser”

Soft Feel6%

“Makes skin feel soft”

Smell6%

“fragrance free”

Suitability Combination Skin5%

“Good on my skin”

Advertised Vs Actual Product4%

“does the job”

Efficiency4%

“Does the job well”

Size-Overall3%

“Good size”

What buyers complain about

Allergies18%

“lately it has been causing serious eye irritation”

Smell14%

“it Smells like rotten eggs”

Sensitivity-Overall8%

“Not for sensitive skin”

Water Resistance6%

“Not for waterproof mascara”

Functionality-Overall5%

“Doesnt remove makeup”

Value For Money5%

“A bit on the expensive side”

Ease Of Cleaning4%

“Additionally, I found that the previous one did not clean very well”

Skin Health3%

“Burns skin”

Suitability Dry Skin3%

“The serum makes my face feel extremely dry so I have result in not shaking before use to only get the micellar water so I dont have to buy more”

Moist/Dry3%

“Its dries skin a bit”

Common questions

Is makeup remover profitable to sell on Amazon United Kingdom?: The niche generates £971K/yr across 8 tracked products. 90-day search growth is +2.4%. Flapen's verdict: Skip it (41/100).
How competitive is the makeup remover niche?: 3 brands and 70 sellers compete. The top 5 products take 86% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in makeup remover?: Top complaints mined from reviews: Allergies, Smell, Sensitivity-Overall. The return rate is 0.0%.
What does it cost to enter the makeup remover niche?: Listings span £1.97–£5.37; the average listing price is £3.67 (sweet spot $15–$100). The average incumbent carries 8,189 reviews — the moat a new listing must climb.