mens face wash
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($1.85–$15.69) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible15.5%search→purchase rate — share of searches ending in a sale
Competition
Great38%top-5 click share — an open shelf
Market size
Good£457K£457K/yr · 612K searches
Growth
Okay+16.3%90-day search growth — must beat 0% to launch
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Review moat
Bad6,962.97avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£4.83avg listing price — sweet spot $15–$100
Price range
Bad£1.85–£15.69cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, mens face wash is a £457K/yr Amazon United Kingdom market (612K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Jun. Verdict: Worth a look — 55/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
mens face wash market data
- Units sold / yr
- 100K–125K
- avg 2,500–3,000/product
- Revenue / yr
- £483K–£604K
- units × avg price
- Conversion rate
- 15.5%
- Avg BSR
- #84
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 77%
- Out of stock
- 1.6%
- Avg brand age
- 68 months
- Avg seller age
- 146 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
10 falling
Sellers
189
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
38%
Top 20: 82%
Open market
6%
- L’Oréal Paris men expert26%
- Bulldog Skincare for Men21%
- NIVEA MEN18%
- NIVEA18%
- CeraVe7%
- L'Oreal Paris5%
- Open — no brand owns it (4 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +16.3% search growth over the last 90 days.Peak months: Jun · busiest ÷ quietest = 1.6×
Top mens face wash search terms
- mens face wash129K/yr
- nivea face wash96K/yr
- face wash men77K/yr
- loreal face wash63K/yr
- bulldog face wash40K/yr
- loreal men expert face wash22K/yr
- men face wash27K/yr
- facewash for men14K/yr
- loreal men face wash10K/yr
- loreal mens face wash11K/yr
Top mens face wash 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
BULLDOG SKINCARE Original Face Wash for Men Mens Grooming Mens Face Wash Cleanses and Helps Remove Excess Oils 150 ml
Bulldog Skincare for Men£2.584.6★4,461 rev
NIVEA MEN Deep Cleaning Face Wash Protect & Care (100 ml)
NIVEA MEN£2.094.6★2,963 rev
LOréal Men Expert Power Age Hydrating Gel Cleanser. Visibly Reduces Tightness and Fine Lines. Delivers Deep Hydration for Smoother Comfortable Skin. 260ml.
L’Oréal Paris men expert£6.004.6★72 rev
LOréal Paris Men Expert Wake-up Effect Face Wash 100ml Hydra Energetic Face Wash With Vitamin C* for Dull and Tired-Looking Skin Cleanses Pores and Energises Skin
L’Oréal Paris men expert£2.734.6★4,469 rev
LOreal Paris Mens Daily Face Wash Men Expert Pure Carbon Daily Wash Powered by Purifying Carbon to Target Spots Blackheads and Oily Skin for a Clearer & Smoother Complexion Pure Carbon Wash 100ml
L’Oréal Paris men expert£3.024.6★10,977 rev
Newest
by launch dateLOréal Men Expert Power Age Hydrating Gel Cleanser. Visibly Reduces Tightness and Fine Lines. Delivers Deep Hydration for Smoother Comfortable Skin. 260ml.
L’Oréal Paris men expert£6.0072 rev
LOréal Men Expert Hydra Energetic Energising Gel Cleanser. Fights Fatigue Signs Revitalizes and Deeply Cleanses with a Gentle Foam. Vitamin C Brightens Combats Dullness 260ml.
L’Oréal Paris men expert£5.6850 rev
NIVEA MEN Hydrocare Face Wash XXL (150ml) Purifying Face Wash for Men Cleanser Gel with Aloe Vera and Pro-Vitamin B5 For Hydrated & Refreshed Skin Daily Mens Skin Care
NIVEA MEN£3.28368 rev
NIVEA MEN Sensitive Face Wash XXL (150ml) Soap-Free Face Wash for Men Facial Cleanser with Chamomile Extract and Vitamin PRO Complex Mens Skin Care Essentials
NIVEA£3.42313 rev
NIVEA Derma Skin Clear Wash Gel Cleanser for a Visibly Improved Skin Texture Effective Facial Cleansing for Blemished Skin with Salicylic Acid & Niacinamide (150 ml)
NIVEA£9.41403 rev
Trending
90-day click momentumNIVEA Derma Skin Clear Wash Gel Cleanser for a Visibly Improved Skin Texture Effective Facial Cleansing for Blemished Skin with Salicylic Acid & Niacinamide (150 ml)
NIVEA£9.414.5★
NIVEA Refreshing Face Scrub with Hyaluronic Acid (150ml) Exfoliating Scrub with Invigorating Scent Face Exfoliator for Refined Skin Removes Impurities and Excess Sebum
NIVEA£1.974.2★
LOréal Men Expert Hydra Energetic Energising Gel Cleanser. Fights Fatigue Signs Revitalizes and Deeply Cleanses with a Gentle Foam. Vitamin C Brightens Combats Dullness 260ml.
L’Oréal Paris men expert£5.684.5★
LOréal Men Expert Power Age Hydrating Gel Cleanser. Visibly Reduces Tightness and Fine Lines. Delivers Deep Hydration for Smoother Comfortable Skin. 260ml.
L’Oréal Paris men expert£6.004.6★
NIVEA Derma Skin Clear Scrub (150ml) Exfoliating Face Scrub Salicylic Acid Face Wash Enriched with Niacinamide to Unclog Pores and Refine Textures For Blemish-Prone Skin
NIVEA£2.474.5★
What buyers say about mens face wash
What buyers praise and complain about, mined from review topics.What buyers love
“Overall, its an easy product to recommend”
“Clean and fresh”
“Great value”
“Fragrance free”
“Good for the skin”
“Feels really good”
“With its promises of clearer skin and gentle exfoliation, I was eager to see how it would perform”
“Good hydrating product”
“works as advertised”
“Easy to use”
What buyers complain about
“Makes my skin itch like crazy”
“Too expensive”
“slightly scented”
“Slightly drying”
“Doesnt feel like its doing anything to my skin”
“Not for my skin dried out slightly”
“Very disappointing quality control”
“Smaller pores”
“Had little effect”
“half the contents leaked out inside the box”
Top return reasons
Common questions
- Is mens face wash profitable to sell on Amazon United Kingdom?
- The niche generates £457K/yr across 39 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is +16.3%. Flapen's verdict: Worth a look (55/100).
- How competitive is the mens face wash niche?
- 10 brands and 189 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in mens face wash?
- Top complaints mined from reviews: Allergies, Value For Money, Smell. The return rate is 0.1%.
- When does demand for mens face wash peak?
- Demand peaks in Jun; the busiest month runs 1.6× the quietest.
- What does it cost to enter the mens face wash niche?
- Listings span £1.85–£15.69; the average listing price is £4.83 (sweet spot $15–$100). The average incumbent carries 6,963 reviews — the moat a new listing must climb.