Setting Powder
Setting Powder shows low returns (0.1%), but pricing outside the sweet spot ($6.28 avg) keeps it on the watch list.
Flapen Score
Top 19% of 2,481 Beauty niches · +7 vs the category median of 47
Is Setting Powder profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Setting Powder is a £702K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 85% of demand. Verdict: Worth a look — 54/100.
Setting Powder: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved +2.7% over the last 90 days and 7.6% of searches end in a purchase.
£702K
revenue / yr
Who owns the niche?
The top 5 brands hold 85% of demand, so 15% of the market is open.
15%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 31 products
Top Setting Powder 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
Maybelline Matte Setting Powder Fit Me! Matte & Poreless Translucent Setting Powder Oil Control Blends Smoothly & Evenly Natural Finish Long Wearing Pore Minimizing 090 Translucent
- Price
- £4.46
- Rating
- 4.4/5
- Reviews
- 4,475
- Age
- 9y ago
RIMMEL LONDON - Stay Matte Pressed Powder - Lightweight Oil Absorbing Smooth Non-Powdery Texture Lasting Up To 5hrs - For All Skin Types - Dermatologically Tested - Transparent - 14g
- Price
- £2.89
- Rating
- 4.6/5
- Reviews
- 54,981
- Age
- 17y ago
Revolution Beauty London Loose Baking Powder Prolongs Makeup Wear Brightening Setting Powder For All Skin Tones Translucent 32g
- Price
- £4.36
- Rating
- 4.4/5
- Reviews
- 11,245
- Age
- 7y ago
Maybelline Matte Setting Powder Fit Me! Matte & Poreless Translucent Setting Powder Oil Control Blends Smoothly & Evenly Natural Finish Long Wearing Pore Minimizing 105 Natural
- Price
- £6.52
- Rating
- 4.5/5
- Reviews
- 3,691
- Age
- 9y ago
e.l.f. Halo Glow Setting Powder Silky Weightless Blurring Smooths Minimizes Pores and Fine Lines Creates Soft Focus Effect Light Semi-Matte Finish 0.24 Oz
- Price
- £6.83
- Rating
- 4.5/5
- Reviews
- 8,553
- Age
- 6y ago
Trending
90-day click momentum
Maybelline Fit Me Loose Powder Controls shine 16H 01 Translucent
- Price
- £7.50
- Rating
- 4.4/5
- Reviews
- 63
- Age
- 10mo ago
Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Peach
- Price
- £4.23
- Rating
- 4.1/5
- Reviews
- 27
- Age
- 7mo ago
Maybelline Fit Me Matte & Poreless Oil Control Setting Powder 220 Natural Beige
- Price
- £4.84
- Rating
- 4.5/5
- Reviews
- 1,629
- Age
- 14y ago
Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Translucent
- Price
- £5.14
- Rating
- 4.1/5
- Reviews
- 29
- Age
- 7mo ago
e.l.f. Halo Glow Soft Focus Setting Powder Silky & Creates Soft Glow without Shine Smooths Pores & Lines Vegan & Cruelty-Free Light Pink
- Price
- £6.51
- Rating
- 4.5/5
- Reviews
- 5,759
- Age
- 7mo ago
Newest
by launch datee.l.f. Halo Glow Soft Focus Setting Powder Silky & Creates Soft Glow without Shine Smooths Pores & Lines Vegan & Cruelty-Free Light Pink
- Price
- £6.51
- Rating
- 4.5/5
- Reviews
- 5,759
- Age
- 7mo ago
Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Translucent
- Price
- £5.14
- Rating
- 4.1/5
- Reviews
- 29
- Age
- 7mo ago
Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Peach
- Price
- £4.23
- Rating
- 4.1/5
- Reviews
- 27
- Age
- 7mo ago
Maybelline Fit Me Loose Powder Controls shine 16H 01 Translucent
- Price
- £7.50
- Rating
- 4.4/5
- Reviews
- 63
- Age
- 10mo ago
The Beauty Crop Vitamin Babe Setting Powder - Talc-Free Loose Powder for Flawless Finish - Translucent Shade - 0.35 oz
- Price
- £6.55
- Rating
- 4.4/5
- Reviews
- 183
- Age
- 1y ago
Competition: brands, sellers & click share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.
Brands
12 rising
Sellers
243
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
50%
Top 20: 88%
Open market
12%
- Maybelline39%
- e.l.f.19%
- Rimmel14%
- Revolution Beauty London9%
- Revolution Skincare London3%
- Technic3%
- Open — no brand owns it (6 brands, 12%)
Setting Powder demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.3×
Top Setting Powder search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- setting powder337K/yr
- powder232K/yr
- face powder135K/yr
- pressed powder122K/yr
- maybelline fit me powder86K/yr
- fit me powder96K/yr
- loose powder88K/yr
- translucent setting powder55K/yr
- elf powder45K/yr
- maybelline powder37K/yr
What reviews say buyers love and hate about Setting Powder
What buyers mention most, as a share of all reviews.
What buyers love
76% of reviews“The pot is nicely made”
“Good value”
“also helps it stay on my face”
“just gives a subtle glow”
“Just what I ordered”
What buyers complain about
54% of reviews“darker than expected”
“Extremely difficult to open”
“Not as good as everyone is saying”
“can be a little drying around the eyes”
“really I didn't find it worked so well for me as I prefer more of a healthy looking glow”
Setting Powder return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
67%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Setting Powder 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.
