---
title: "Sephora — £103K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/sephora"
last_updated: "2026-08-06T04:34:15.989Z"
locale: en
meta:
description: "Niche score 35/100 · £103K/yr market · 442K searches/yr · £5.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 35/100 · £103K/yr market · 442K searches/yr · £5.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Sephora — £103K/yr Amazon UK Niche (2026) - Flapen"
---
# **sephora**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 25Growth 14Conversion 51Competition 33Returns 100Price range 0Avg price 16Brand share 0Review moat 25Quality gap 67
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****4.1%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Okay****65%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£103K**
£103K/yr · 442K searches
**Review moat**
**Bad****4,412.5**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£5.61**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-22.5%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£3.79–£7.36**
cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **sephora market data**
- **Units sold / yr**
- **15K–20K**
- avg 750–1,000/product
- **Revenue / yr**
- **£84K–£112K**
- units × avg price
- **Conversion rate**
- **4.1%**
- **Avg BSR**
- **#114**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **100%**
- **Out of stock**
- **10.5%**
- **Avg brand age**
- **28 months**
- **Avg seller age**
- **152 days**
## **Competition & brand 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%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -22.5% search growth over the last 90 days.
125K75KSpike '24Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Dec · busiest ÷ quietest = 12.0×
[**Open Trend **](https://flapen.com/research/uk/beauty/sephora/trend)
## **Top sephora search terms**
- **elf lip balm**202K/yr-22.8%5.0% conv. - **rhode lip balm**88K/yr-38.1%0.5% conv. - **rhode lip gloss**43K/yr+2.4%0.4% conv. - **elf squeeze me lip balm**17K/yr-32.6%7.6% conv. - **rhode peptide lip treatment**14K/yr-12.1%0.1% conv. - **lip balm elf**9K/yr-17.8%5.2% conv. - **rhode lip**13K/yr-10.9%0.1% conv. - **elf lip gloss set**8K/yr-21.5%2.3% conv. - **rhode lip tint**6K/yr+7.3%0.8% conv. - **elf lip balm set**9K/yr-37.3%4.7% conv. [**All search terms **](https://flapen.com/research/uk/beauty/sephora/search-terms)
## **Top sephora 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%10%£10K20%£21K30%£31K40%£41K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 16 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**e.l.f. Squeeze Me Lip Balm Moisturising Lip Balm For A Sheer Tint Of Colour Infused With Hyaluronic Acid Vegan & Cruelty-free Strawberry**e.l.f.**£3.87**4.5★16,032 rev](https://www.amazon.co.uk/dp/B0C7W6GW8P) [2**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**e.l.f.**£6.08**4.4★949 rev](https://www.amazon.co.uk/dp/B0FPMGZ18H) [3**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**e.l.f.**£7.34**4.5★3,700 rev](https://www.amazon.co.uk/dp/B0D442G15L) [4**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**Sitovely**£7.36**4.3★150 rev](https://www.amazon.co.uk/dp/B0D8TH4BYN) [5**e.l.f. Glow Reviver Melting Lip Balm Hydrating Tinted Lip Balm For A Glossy Finish & Soft Supple Lips Vegan & Cruelty-Free Strawberry Shortcake**e.l.f.**£5.68**4.4★5,526 rev](https://www.amazon.co.uk/dp/B0DZP8PN3N)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**e.l.f. Glow Reviver Lip Oil Stick Tinted Lip Oil Stick Non-Sticky & Hydrating for a Soft-Shine Finish Vegan & Cruelty-Free Loveslick**e.l.f.**£7.12**1,697 rev7mo ago](https://www.amazon.co.uk/dp/B0G1H53LVT) [**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**e.l.f.**£6.08**949 rev7mo ago](https://www.amazon.co.uk/dp/B0FPMGZ18H) [**e.l.f. Squeeze Me Lip Balm Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free Blueberry**e.l.f.**£4.10**355 rev7mo ago](https://www.amazon.co.uk/dp/B0FWV7GFH9) [**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**e.l.f.**£5.85**355 rev7mo ago](https://www.amazon.co.uk/dp/B0FPMJG6YL) [**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**e.l.f.**£5.56**882 rev7mo ago](https://www.amazon.co.uk/dp/B0FNNCK9YN)
**~~View all new products →~~**
### **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**e.l.f.**£5.56**4.6★**▲ 138%**](https://www.amazon.co.uk/dp/B0FNNCK9YN) [**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**e.l.f.**£5.85**4.6★**▲ 138%**](https://www.amazon.co.uk/dp/B0FPMJG6YL) [**e.l.f. Glow Reviver Lip Oil Stick Tinted Lip Oil Stick Non-Sticky & Hydrating for a Soft-Shine Finish Vegan & Cruelty-Free Loveslick**e.l.f.**£7.12**4.4★**▲ 117%**](https://www.amazon.co.uk/dp/B0G1H53LVT) [**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**nnOuOnn**£6.66**3.6★**▲ 114%**](https://www.amazon.co.uk/dp/B0DPW45KTJ) [**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**e.l.f.**£6.08**4.4★**▲ 86%**](https://www.amazon.co.uk/dp/B0FPMGZ18H)
**~~View all trending →~~**
## **What buyers say about sephora**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**16%
*“Good Quality”*
**Moist/Dry**15%
*“very moisturising”*
**Smell**12%
*“Added bonus, the strawberry smell is lush”*
**Soft Feel**10%
*“So smooth and tastes amazing”*
**Color**9%
*“Great colour”*
**Texture/Consistency-Overall**3%
*“Beautiful consistency, glide's on”*
**Value For Money**3%
*“is cheap”*
**Adhesion/Stickiness**3%
*“Quite sticky”*
**Durability**3%
*“Adorable, long lasting and great price”*
**Advertised Vs Actual Product**2%
*“As described”*
### **What buyers complain about **
**Size-Overall**27%
*“A small tube”*
**Color**8%
*“very pale the only one that doesnt look great on me is the pale pink”*
**Moist/Dry**6%
*“it didnt feel like my lips were moisturised at all”*
**Smell**6%
*“slightly musty smell”*
**Value For Money**5%
*“the price should deffo be cheaper like 3 quid”*
**Advertised Vs Actual Product**4%
*“Very misrepresentative photo in the advert”*
**Adhesion/Stickiness**4%
*“Other than the size the lip balm isnt sticky”*
**Quality-Overall**4%
*“Cheap rubbish”*
**Durability**4%
*“unfortunately has broken after just two uses”*
**Oily/Greasy**2%
*“Texture is too oily”*
### **Top return reasons **
**Color**46%
**Quality-Overall**12%
**Advertised Vs Actual Product**12%
**Functionality-Overall**8%
**Defective Material/Parts**6%
**Ingredients-Overall**6%
**Weight Heavy**4%
**Product Condition**4%
**Adhesion/Stickiness**2%
## **Common questions**
- **Is sephora profitable to sell on Amazon United Kingdom?**
- The niche generates £103K/yr across 16 tracked products. 4 of 6 products launched in the last 360 days are still selling. 90-day search growth is -22.5%. Flapen's verdict: Skip it (35/100).
- **How competitive is the sephora niche?**
- 4 brands and 50 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in sephora?**
- Top complaints mined from reviews: Size-Overall, Color, Moist/Dry. The return rate is 0.1%.
- **When does demand for sephora peak?**
- Demand peaks in Jan–Feb–Dec; the busiest month runs 12.0× the quietest.
- **What does it cost to enter the sephora niche?**
- Listings span £3.79–£7.36; the average listing price is £5.61 (sweet spot $15–$100). The average incumbent carries 4,413 reviews — the moat a new listing must climb.
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