Sephora
brand-locked demand (top 5 brands take 100% of clicks) — Sephora doesn't clear our bar today.
Flapen Score
Ranks 2,315 of 2,481 Beauty niches · −12 vs the category median of 47
Is Sephora profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Sephora is a £103K/yr Amazon United Kingdom market (442K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Skip it — 35/100.
Sephora: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -22.5% over the last 90 days and 4.1% of searches end in a purchase.
£103K
revenue / yr
Who owns the niche?
The top 5 brands hold 100% of demand, so 0% of the market is open.
0%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.
0/100
page quality · 16 products
Top Sephora products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
e.l.f. Squeeze Me Lip Balm Moisturising Lip Balm For A Sheer Tint Of Colour Infused With Hyaluronic Acid Vegan & Cruelty-free Strawberry
- Price
- £3.87
- Rating
- 4.5/5
- Reviews
- 16,032
- Age
- 3y ago
e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free CHERRY/BUBBLEGUM
- Price
- £6.08
- Rating
- 4.4/5
- Reviews
- 949
- Age
- 7mo ago
e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free Mango & Watermelon
- Price
- £7.34
- Rating
- 4.5/5
- Reviews
- 3,700
- Age
- 1y ago
Sitovely Glossy Peptide Lip Gloss Voluminous Lip Butter Balm High-Shine Plumping Nude Colors Lip Glow Oil Jelly Lipstick Lip Care & Repair Lip Mask - Cruelty Free Lip Plumper
- Price
- £7.36
- Rating
- 4.3/5
- Reviews
- 150
- Age
- 2y ago
e.l.f. Glow Reviver Melting Lip Balm Hydrating Tinted Lip Balm For A Glossy Finish & Soft Supple Lips Vegan & Cruelty-Free Strawberry Shortcake
- Price
- £5.68
- Rating
- 4.4/5
- Reviews
- 5,526
- Age
- 1y ago
Trending
90-day click momentum
e.l.f. Glow Reviver Melting Lip Balm Hydrating Tinted Lip Balm For A Glossy Finish & Soft Supple Lips Vegan & Cruelty-Free Vanilla Soft Serve
- Price
- £5.56
- Rating
- 4.6/5
- Reviews
- 882
- Age
- 7mo ago
e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free MINT/CHOCOLATE
- Price
- £5.85
- Rating
- 4.6/5
- Reviews
- 355
- Age
- 7mo ago
e.l.f. Glow Reviver Lip Oil Stick Tinted Lip Oil Stick Non-Sticky & Hydrating for a Soft-Shine Finish Vegan & Cruelty-Free Loveslick
- Price
- £7.12
- Rating
- 4.4/5
- Reviews
- 1,697
- Age
- 7mo ago
Summer Lip Butter Balm 4pcs Natural Colored Moisturizing Gloss Oil Lipstick Contains Shea Butter Essential Lip Oil for Relieving Dry Lips Moisturizing Lip Care for Men Women
- Price
- £6.66
- Rating
- 3.6/5
- Reviews
- 28
- Age
- 1y ago
e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free CHERRY/BUBBLEGUM
- Price
- £6.08
- Rating
- 4.4/5
- Reviews
- 949
- Age
- 7mo ago
Newest
by launch datee.l.f. Glow Reviver Lip Oil Stick Tinted Lip Oil Stick Non-Sticky & Hydrating for a Soft-Shine Finish Vegan & Cruelty-Free Loveslick
- Price
- £7.12
- Rating
- 4.4/5
- Reviews
- 1,697
- Age
- 7mo ago
e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free CHERRY/BUBBLEGUM
- Price
- £6.08
- Rating
- 4.4/5
- Reviews
- 949
- Age
- 7mo ago
e.l.f. Squeeze Me Lip Balm Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free Blueberry
- Price
- £4.10
- Rating
- 4.6/5
- Reviews
- 355
- Age
- 7mo ago
e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free MINT/CHOCOLATE
- Price
- £5.85
- Rating
- 4.6/5
- Reviews
- 355
- Age
- 7mo ago
e.l.f. Glow Reviver Melting Lip Balm Hydrating Tinted Lip Balm For A Glossy Finish & Soft Supple Lips Vegan & Cruelty-Free Vanilla Soft Serve
- Price
- £5.56
- Rating
- 4.6/5
- Reviews
- 882
- Age
- 7mo ago
Competition: brands, sellers & click share
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.
Brands
4 falling
Sellers
50
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
65%
Top 20: 100%
Open market
0%
- e.l.f.88%
- Sitovely9%
- SHEBEEDO2%
- nnOuOnn1%
Sephora demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Jan, Feb, Dec · busiest ÷ quietest = 12.0×
Top Sephora search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- elf lip balm202K/yr
- rhode lip balm88K/yr
- rhode lip gloss43K/yr
- elf squeeze me lip balm17K/yr
- rhode peptide lip treatment14K/yr
- lip balm elf9K/yr
- rhode lip13K/yr
- elf lip gloss set8K/yr
- rhode lip tint6K/yr
- elf lip balm set9K/yr
What reviews say buyers love and hate about Sephora
What buyers mention most, as a share of all reviews.
What buyers love
77% of reviews“Good Quality”
“very moisturising”
“Added bonus, the strawberry smell is lush”
“So smooth and tastes amazing”
“Great colour”
What buyers complain about
70% of reviews“A small tube”
“very pale the only one that doesnt look great on me is the pale pink”
“it didnt feel like my lips were moisturised at all”
“slightly musty smell”
“the price should deffo be cheaper like 3 quid”
Sephora return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
58%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Sephora questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
