---
title: "mens moisturiser — £318K/yr Amazon United Kingdom Niche, Score 43/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/mens-moisturiser"
last_updated: "2026-07-20T18:43:13.777Z"
locale: en
meta:
description: "brand-locked demand (top 5 brands take 100% of clicks) — mens moisturiser doesn't clear our bar today. Data updated Jul 2026."
"og:description": "brand-locked demand (top 5 brands take 100% of clicks) — mens moisturiser doesn't clear our bar today. Data updated Jul 2026."
"og:title": "mens moisturiser — £318K/yr Amazon United Kingdom Niche, Score 43/100 - Flapen"
---
# **mens moisturiser**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 52Growth 59Conversion 77Competition 31Returns 100Price range 0Avg price 17Brand share 0Review moat 24Quality gap 23
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****7.5%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Good****+34.8%**
90-day search growth — must beat 0% to launch
**Market size**
**Good****£318K**
£318K/yr · 705K searches
**Competition**
**Okay****66%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****6,279.53**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£6.03**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£2.73–£12.29**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, mens moisturiser is a £318K/yr Amazon United Kingdom market (705K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 43/100.
Data updated Jul 18, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **60K–80K**
- avg 2,000–2,500/product
- **Revenue / yr**
- **£362K–£482K**
- units × avg price
- **Launch success**
- **—**
- 2 of 2 new (360d)
- **Conversion rate**
- **7.5%**
- **Avg BSR**
- **#36**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **87%**
- **Out of stock**
- **0.3%**
- **Avg brand age**
- **52 months**
- **Avg seller age**
- **149 days**
## **Competition**
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**1 **—flat
**Sellers**
**227**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**66%**
Top 20: 100%
**Open market**
**0%**
- L’Oréal Paris men expert100% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +34.8% search growth over the last 90 days.
50K30KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/mens-moisturiser/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%10%£32K20%£64K30%£95K40%£127K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**LOréal Men Expert Hydra Energetic XXL Moisturiser 24H Anti-Fatigue Hydration Energises Mens Skin Fighting Signs of Fatigue with Vit C & Protein Fast-absorbing even on beards 100ml**L’Oréal Paris men expert**£7.78**4.6★20,104 rev](https://www.amazon.co.uk/dp/B08CCM3Q2T) [2**LOréal Men Expert Pure Carbon 5-in-1 XXXL Shower Gel A Total Action Body Face Hair Wash Shave and Moisturiser Powered By Carbon Total 5-in-1 Action Large 1L Pump**L’Oréal Paris men expert**£4.59**4.8★5,272 rev](https://www.amazon.co.uk/dp/B0CQ2ZJMP5) [3**LOréal Mens Shower Gel Men Expert Barber Club 3-in-1 Body Wash 1L Pump Cedarwood Oil for Body Hair & Beard Grooming Deep Cleanse & Active Moisturisation**L’Oréal Paris men expert**£4.94**4.8★5,272 rev](https://www.amazon.co.uk/dp/B0FCYVWF7H) [4**LOréal Men Expert Hydra Energetic Anti-Fatigue Moisturiser: 24hr Hydration for Mens Skin. Combats Dryness and Dark Circles. Fast-absorbing Enriched with Vitamin C. 50ml**L’Oréal Paris men expert**£5.07**4.6★17,248 rev](https://www.amazon.co.uk/dp/B000T1VZ3G) [5**LOréal Mens Shower Gel Men Expert Hydra Energetic 3-in-1 XXXL Body Wash 1L Pump Instant Wake-Up Effect Energising Face & Hair Wash with Taurine and Vitamin C**L’Oréal Paris men expert**£4.53**4.8★5,272 rev](https://www.amazon.co.uk/dp/B0CQ3176G1)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**£6.00**72 rev7mo ago](https://www.amazon.co.uk/dp/B0G58TJWRT) [**LOréal Mens Shower Gel Men Expert Barber Club 3-in-1 Body Wash 1L Pump Cedarwood Oil for Body Hair & Beard Grooming Deep Cleanse & Active Moisturisation**L’Oréal Paris men expert**£4.94**5,272 rev11mo ago](https://www.amazon.co.uk/dp/B0FCYVWF7H) [**LOréal Men Expert Pure Carbon 5-in-1 XXXL Shower Gel A Total Action Body Face Hair Wash Shave and Moisturiser Powered By Carbon Total 5-in-1 Action Large 1L Pump**L’Oréal Paris men expert**£4.59**5,272 rev2y ago](https://www.amazon.co.uk/dp/B0CQ2ZJMP5) [**LOréal Mens Shower Gel Men Expert Hydra Energetic 3-in-1 XXXL Body Wash 1L Pump Instant Wake-Up Effect Energising Face & Hair Wash with Taurine and Vitamin C**L’Oréal Paris men expert**£4.53**5,272 rev2y ago](https://www.amazon.co.uk/dp/B0CQ3176G1) [**LOréal Mens Moisturiser Men Expert Power Age Anti Ageing Moisturiser Face Cream Hydrating & Revitalising With Hyaluronic Acid Designed for Ageing Dry & Dull Skin 100ml**L’Oréal Paris men expert**£12.29**5,687 rev3y ago](https://www.amazon.co.uk/dp/B0BQ3ZX2VV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£6.00**4.6★**▲ 296%**](https://www.amazon.co.uk/dp/B0G58TJWRT) [**LOréal Mens Shower Gel Men Expert Barber Club 3-in-1 Body Wash 1L Pump Cedarwood Oil for Body Hair & Beard Grooming Deep Cleanse & Active Moisturisation**L’Oréal Paris men expert**£4.94**4.8★**▲ 291%**](https://www.amazon.co.uk/dp/B0FCYVWF7H) [**LOréal Men Expert Hydra Energetic XXL Moisturiser 24H Anti-Fatigue Hydration Energises Mens Skin Fighting Signs of Fatigue with Vit C & Protein Fast-absorbing even on beards 100ml**L’Oréal Paris men expert**£7.78**4.6★**▲ 26%**](https://www.amazon.co.uk/dp/B08CCM3Q2T) [**LOréal Mens Moisturiser Men Expert Power Age Anti Ageing Moisturiser Face Cream Hydrating & Revitalising With Hyaluronic Acid Designed for Ageing Dry & Dull Skin 100ml**L’Oréal Paris men expert**£12.29**4.6★**▲ 23%**](https://www.amazon.co.uk/dp/B0BQ3ZX2VV) [**LOréal Men Expert Pure Carbon 5-in-1 XXXL Shower Gel A Total Action Body Face Hair Wash Shave and Moisturiser Powered By Carbon Total 5-in-1 Action Large 1L Pump**L’Oréal Paris men expert**£4.59**4.8★**▲ 12%**](https://www.amazon.co.uk/dp/B0CQ2ZJMP5)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**20%
*“Great value”*
**Smell**15%
*“it smells beautiful”*
**Quality-Overall**14%
*“Excellent product”*
**Moist/Dry**7%
*“Hydrates the skin”*
**Gifting Purpose**4%
*“Well received gift”*
**Suitability Dry Skin**4%
*“Good for dry feeling skin”*
**Suitability Combination Skin**4%
*“Makes my skin look good”*
**Soft Feel**4%
*“Feels really good”*
**Size-Overall**3%
*“Excellent size”*
**Advertised Vs Actual Product**3%
*“As advertised”*
### **What buyers complain about **
**Value For Money**9%
*“a little pricey”*
**Quality-Overall**6%
*“Very disappointing quality control”*
**Allergies**5%
*“Itchy balls”*
**Smell**5%
*“No strong fragrance”*
**Moist/Dry**4%
*“as mentioned does not hydrate”*
**Motor Power**3%
*“Pump broken”*
**Size-Overall**3%
*“I didn't realise it came in this size”*
**Suitability Dry Skin**3%
*“This moisturises does not set off my skin no idea why”*
**Skin Health**2%
*“I suffer from dry skin”*
**Dilute/Watery**2%
*“more watery to be honest”*
### **Top return reasons **
**Leak-Proof**57%
**Value For Money**14%
**Moist/Dry**14%
**Advertised Vs Actual Product**14%
## **Common questions**
- **Is mens moisturiser profitable to sell on Amazon United Kingdom?**
- The niche generates £318K/yr across 15 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +34.8%. Flapen's verdict: Skip it (43/100).
- **How competitive is the mens moisturiser niche?**
- 1 brands and 227 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in mens moisturiser?**
- Top complaints mined from reviews: Value For Money, Quality-Overall, Allergies. The return rate is 0.1%.
- **When does demand for mens moisturiser peak?**
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.8× the quietest.
- **What does it cost to enter the mens moisturiser niche?**
- Listings span £2.73–£12.29; the average listing price is £6.03 (sweet spot $15–$100). The average incumbent carries 6,280 reviews — the moat a new listing must climb.
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