---
title: "Makeup — £346K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/makeup"
last_updated: "2026-08-10T04:50:29.853Z"
locale: en
meta:
description: "Niche score 57/100 · £346K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 57/100 · £346K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Makeup — £346K/yr Amazon UK Niche (2026) - Flapen"
---
# **makeup**
**Worth a look**
Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 53Growth 17Conversion 17Competition 83Returns 99Price range 59Avg price 77Brand share 85Review moat 32Quality gap 52
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****50%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****32%**
top-5 click share — an open shelf
**Avg price**
**Great****£15.98**
avg listing price — sweet spot $15–$100
**Price range**
**Good****£3.11–£32.34**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****£346K**
£346K/yr · 1.6M searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Okay****3,308.88**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-15.6%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.3%**
search→purchase rate — share of searches ending in a sale
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%") [** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500")
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 ~~](https://flapen.com/research/methodology)
## **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.
250K150KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 6.5×
[**Open Trend **](https://flapen.com/research/uk/beauty/makeup/trend)
## **Top makeup search terms**
- **makeup set**393K/yr-15.5%1.0% conv. - **make up set**338K/yr-10.9%1.8% conv. - **make-up sets**86K/yr-16.9%0.2% conv. - **makeup kit**70K/yr-8.9%0.8% conv. - **mini makeup**55K/yr-16.4%0.2% conv. - **makeup gift set**82K/yr-11.5%0.6% conv. - **makeup sets**73K/yr-27.2%0.8% conv. - **make up sets**75K/yr-6.1%1.6% conv. - **cosmetics**48K/yr-21.1%0.1% conv. - **makeup gift sets for women**54K/yr-20.0%0.6% conv. [**All search terms **](https://flapen.com/research/uk/beauty/makeup/search-terms)
## **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.
0%2%£7K4%£14K6%£21K8%£28K1101001K10K100K 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**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**£22.85**4.4★126 rev](https://www.amazon.co.uk/dp/B0FFGMWWNP) [2**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**£23.26**4.5★276 rev](https://www.amazon.co.uk/dp/B0DSVJV5M4) [3**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**£16.20**4.7★238 rev](https://www.amazon.co.uk/dp/B0DSVTTCBR) [4**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**£12.74**4.5★324 rev](https://www.amazon.co.uk/dp/B0CDYD433T) [5**bonvoyage Makeup Kit Includes Lipsticks Eyeshadows Blush Nail Polish Mirror and Make Up Brushes Portable Lightweight Metal Train Case Bon Voyage**bonvoyage**£11.69**4.7★6,216 rev](https://www.amazon.co.uk/dp/B08GQX7TD3)
**~~View all top sellers →~~**
### **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**£20.01**38 rev5mo ago](https://www.amazon.co.uk/dp/B0G6LKVSW9) [**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**£20.30**38 rev5mo ago](https://www.amazon.co.uk/dp/B0GKDDWCYP) [**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**£22.64**55 rev5mo ago](https://www.amazon.co.uk/dp/B0GFNDD8MV) [**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**£11.25**133 rev6mo ago](https://www.amazon.co.uk/dp/B0GCG6MTN9) [**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**£10.46**5 rev10mo ago](https://www.amazon.co.uk/dp/B0FRDNDDVT)
**~~View all new products →~~**
### **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**CHAFFUL**£20.30**4.4★**▲ 756%**](https://www.amazon.co.uk/dp/B0GKDDWCYP) [**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**£11.25**4.4★**▲ 549%**](https://www.amazon.co.uk/dp/B0GCG6MTN9) [**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**£20.01**4.6★**▲ 465%**](https://www.amazon.co.uk/dp/B0G6LKVSW9) [**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**£22.64**4.6★**▲ 436%**](https://www.amazon.co.uk/dp/B0GFNDD8MV) [**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**£10.46**4.1★**▲ 244%**](https://www.amazon.co.uk/dp/B0FRDNDDVT)
**~~View all trending →~~**
## **What buyers say about makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**19%
*“Amazing value”*
**Eyelash Quality**19%
*“This is a great mascara at a great price”*
**Quality-Overall**15%
*“Fantastic variety of quality products”*
**Gifting Purpose**12%
*“Perfect for Gifting”*
**Color**8%
*“Bright colours”*
**Ease Of Use**4%
*“comfortable to wear”*
**Suitability Combination Skin**2%
*“what i will say it feels nice on my skin”*
**Advertised Vs Actual Product**2%
*“Just what i needed”*
**Size-Overall**2%
*“fits everything in it”*
**Brush Quality**1%
*“and the multi-pack of good quality brushes is incredible”*
### **What buyers complain about **
**Quality-Overall**12%
*“not the same quality as the last one I purchased”*
**Product Condition**8%
*“Previously opened”*
**Eyelash Quality**8%
*“Clumps all of my lashes together”*
**Size-Overall**6%
*“Not all items fully sized”*
**Value For Money**6%
*“Too expensive”*
**Moist/Dry**6%
*“slightly dried”*
**Color**4%
*“The pigmentation in everything is very poor”*
**Advertised Vs Actual Product**3%
*“Photo doesnt show it well, and its blue”*
**Adhesion/Stickiness**2%
*“feels extremely sticky”*
**Contamination**2%
*“Eye product without sealing carry risk of contamination”*
### **Top return reasons **
**Size-Overall**21%
**Quality-Overall**18%
**Color**15%
**Value For Money**9%
**Defective Material/Parts**8%
**Advertised Vs Actual Product**7%
**Product Condition**4%
**Suitability Combination Skin**3%
**Adhesion/Stickiness**2%
**Coverage**2%
## **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.
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