---
title: "Mattifying Moisturiser — £37K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/mattifying-moisturiser"
last_updated: "2026-08-09T18:13:20.719Z"
locale: en
meta:
description: "Niche score 35/100 · £37K/yr market · 40K searches/yr · £7.50 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 35/100 · £37K/yr market · 40K searches/yr · £7.50 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Mattifying Moisturiser — £37K/yr Amazon UK Niche (2026) - Flapen"
---
# **mattifying moisturiser**
**Skip it**
Prices mostly outside the sweet spot ($2.96–$12.43) — this niche doesn't clear our bar today.
Market size 9Growth 28Conversion 95Competition 6Returns 100Price range 0Avg price 21Brand share 8Review moat 28Quality gap 53
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+2.8%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****3,682.71**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.50**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£37K**
£37K/yr · 40K searches
**Brand share**
**Bad****97%**
top-5 brand share — brand-locked demand
**Competition**
**Bad****93%**
top-5 click share — a locked-up shelf
**Price range**
**Bad****£2.96–£12.43**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, mattifying moisturiser is a £37K/yr Amazon United Kingdom market (40K searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 35/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **mattifying moisturiser market data**
- **Units sold / yr**
- **5K–6K**
- avg 500–750/product
- **Revenue / yr**
- **£38K–£45K**
- units × avg price
- **Conversion rate**
- **12.5%**
- **Avg BSR**
- **#402**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **100%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **71 months**
- **Avg seller age**
- **156 days**
## **Competition & brand share**
The top 5 products capture 93% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**6 **▼falling
**Sellers**
**64**
**Top-5 brand share**
**97%**
Top 20: 100%
**Top-5 click share**
**93%**
Top 20: 100%
**Open market**
**0%**
- La Roche-Posay55% - Bulldog Skincare for Men27% - Cetaphil6% - Garnier5% - HORACE4% - Erborian3%
## **Demand**
Weekly Amazon search volume, last 37 weeks — +2.8% search growth over the last 90 days.
8K6KBlack Friday '25Spike '26Nov '25Dec '25Jan '26Mar '26Apr '26May '26
[**Open Trend **](https://flapen.com/research/uk/beauty/mattifying-moisturiser/trend)
## **Top mattifying moisturiser search terms**
- **mattifying moisturiser**18K/yr-14.4%3.6% conv. - **la roche-posay effaclar mat**5K/yr+16.3%11.6% conv. - **la roche posay effaclar mat**4K/yr+35.6%16.7% conv. - **bulldog oil control moisturiser**4K/yr+19.4%16.6% conv. - **matte moisturiser**4K/yr+21.3%3.3% conv. - **effaclar mat**2K/yr+23.0%18.0% conv. - **bulldog oil control**3K/yr-2.8%18.3% conv. [**All search terms **](https://flapen.com/research/uk/beauty/mattifying-moisturiser/search-terms)
## **Top mattifying moisturiser 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%15%£6K30%£11K45%£17K60%£22K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 7 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**La Roche-Posay Effaclar MAT+ Mattifying Face Moisturiser for Oily Skin 40ml**La Roche-Posay**£12.43**4.5★20,765 rev](https://www.amazon.co.uk/dp/B00B4RJP72) [2**Bulldog Skincare Oil Control Face Moisturiser for Men Lightweight Moisturiser for Oily Skin Enriched With Witch Hazel 100ml**Bulldog Skincare for Men**£3.58**4.5★2,519 rev](https://www.amazon.co.uk/dp/B073JQ75QM) [3**Cetaphil Gentle Clear Mattifying Blemish Face Moisturiser Face Cream Hydrates Skin and Clears Breakouts with Salicylic Acid for Sensitive Skin**Cetaphil**£9.65**4.3★295 rev](https://www.amazon.co.uk/dp/B0C8SKVNTZ) [4**Bulldog Skincare Oil Control Face Wash for Men Mens Grooming Mens Face Wash Cleanses and Helps Remove Excess Oils 150ml**Bulldog Skincare for Men**£2.96**4.6★1,975 rev](https://www.amazon.co.uk/dp/B01G98NOLS) [5**Garnier Pure Active Salicylic Fresh & Matte Hydrating Sorbet Cream Ultra Fresh & Light 5% Salicylic Acid + Niacinamide + Centella Asiatica Cruelty Free International & Vegan - 85ml**Garnier**£4.14**4.1★66 rev](https://www.amazon.co.uk/dp/B0FXM1LP72)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Erborian - Matte Moisturizer - 24H Hydrating Gel-Cream - Instant mattifying effect - Hyaluronic Acid and Zinc - 20ml - Korean Cosmetic**Erborian**£7.45**47 rev2mo ago](https://www.amazon.co.uk/dp/B0GZKYWTM2) [**Garnier Pure Active Salicylic Fresh & Matte Hydrating Sorbet Cream Ultra Fresh & Light 5% Salicylic Acid + Niacinamide + Centella Asiatica Cruelty Free International & Vegan - 85ml**Garnier**£4.14**66 rev9mo ago](https://www.amazon.co.uk/dp/B0FXM1LP72) [**HORACE Mattifying Face Moisturizer for Men 96.6% Organic & Natural Ingredients No Silicones or Mineral Oils Moisturising Cream for All Skin Types Unscented 75 ml**HORACE**£12.30**112 rev1y ago](https://www.amazon.co.uk/dp/B0DJCBQBPJ) [**Cetaphil Gentle Clear Mattifying Blemish Face Moisturiser Face Cream Hydrates Skin and Clears Breakouts with Salicylic Acid for Sensitive Skin**Cetaphil**£9.65**295 rev2y ago](https://www.amazon.co.uk/dp/B0C8SKVNTZ) [**Bulldog Skincare Oil Control Face Wash for Men Mens Grooming Mens Face Wash Cleanses and Helps Remove Excess Oils 150ml**Bulldog Skincare for Men**£2.96**1,975 rev10y ago](https://www.amazon.co.uk/dp/B01G98NOLS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Erborian - Matte Moisturizer - 24H Hydrating Gel-Cream - Instant mattifying effect - Hyaluronic Acid and Zinc - 20ml - Korean Cosmetic**Erborian**£7.45**4.7★**▲ 254%**](https://www.amazon.co.uk/dp/B0GZKYWTM2) [**Garnier Pure Active Salicylic Fresh & Matte Hydrating Sorbet Cream Ultra Fresh & Light 5% Salicylic Acid + Niacinamide + Centella Asiatica Cruelty Free International & Vegan - 85ml**Garnier**£4.14**4.1★**▲ 153%**](https://www.amazon.co.uk/dp/B0FXM1LP72) [**La Roche-Posay Effaclar MAT+ Mattifying Face Moisturiser for Oily Skin 40ml**La Roche-Posay**£12.43**4.5★**— 3%**](https://www.amazon.co.uk/dp/B00B4RJP72) [**HORACE Mattifying Face Moisturizer for Men 96.6% Organic & Natural Ingredients No Silicones or Mineral Oils Moisturising Cream for All Skin Types Unscented 75 ml**HORACE**£12.30**4.3★**— 5%**](https://www.amazon.co.uk/dp/B0DJCBQBPJ) [**Bulldog Skincare Oil Control Face Moisturiser for Men Lightweight Moisturiser for Oily Skin Enriched With Witch Hazel 100ml**Bulldog Skincare for Men**£3.58**4.5★**▼ 14%**](https://www.amazon.co.uk/dp/B073JQ75QM)
**~~View all trending →~~**
## **What buyers say about mattifying moisturiser**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**16%
*“Excellent moisturiser”*
**Suitability Combination Skin**9%
*“it helps calm the skin”*
**Suitability Oily Skin**7%
*“A refreshing treat for oily skin”*
**Smell**6%
*“Smells beautiful”*
**Quality-Overall**5%
*“Erborian is a brand I've had good experiences with”*
**Suitability Dry Skin**5%
*“doesnt overly dry my skin out”*
**Soft Feel**5%
*“smooth the skin”*
**Absorbency**5%
*“Absorbs well”*
**Brightness/Shine/Glow**4%
*“Effective at controlling shine”*
**Weight Light**4%
*“Lightweight”*
### **What buyers complain about **
**Allergies**7%
*“Bought me out in a rash”*
**Suitability Dry Skin**7%
*“Has a drying effect on the skin”*
**Moist/Dry**6%
*“not moisturizing”*
**Oily/Greasy**5%
*“If you have slightly greasy skin”*
**Size-Overall**5%
*“much smaller than expected”*
**Adhesion/Stickiness**3%
*“I do find it a little sticky”*
**Suitability Combination Skin**2%
*“Sadly it did not fit my skin type as it felt like it damaged my moisture barrier”*
**Suitability Oily Skin**2%
*“made my skin more oily that it was before”*
**Functionality-Overall**2%
*“nothing worked”*
**Durability**1%
*“feelinf didnt last long for me”*
### **Top return reasons **
**Functionality-Overall**21%
**Oily/Greasy**13%
**Product Condition**13%
**Moist/Dry**8%
**Suitability Combination Skin**8%
**Advertised Vs Actual Product**4%
**Smell**4%
**Quality-Overall**4%
**Suitability Dry Skin**4%
**Leak-Proof**4%
## **Common questions**
- **Is mattifying moisturiser profitable to sell on Amazon United Kingdom?**
- The niche generates £37K/yr across 7 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +2.8%. Flapen's verdict: Skip it (35/100).
- **How competitive is the mattifying moisturiser niche?**
- 6 brands and 64 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 97% of demand.
- **What do buyers complain about in mattifying moisturiser?**
- Top complaints mined from reviews: Allergies, Suitability Dry Skin, Moist/Dry. The return rate is 0.1%.
- **What does it cost to enter the mattifying moisturiser niche?**
- Listings span £2.96–£12.43; the average listing price is £7.50 (sweet spot $15–$100). The average incumbent carries 3,683 reviews — the moat a new listing must climb.
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