---
title: "Setting Powder — £702K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/setting-powder"
last_updated: "2026-08-09T17:12:35.381Z"
locale: en
meta:
description: "Niche score 54/100 · £702K/yr market · 1.5M searches/yr. Pricing outside the sweet spot ($6.28 avg) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £702K/yr market · 1.5M searches/yr. Pricing outside the sweet spot ($6.28 avg) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Setting Powder — £702K/yr Amazon UK Niche (2026) - Flapen"
---
# **setting powder**
**Worth a look**
Shows low returns (0.1%), but pricing outside the sweet spot ($6.28 avg) keeps it on the watch list.
Market size 69Growth 28Conversion 77Competition 58Returns 99Price range 46Avg price 17Brand share 33Review moat 23Quality gap 57
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.6%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£702K**
£702K/yr · 1.5M searches
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£2.48–£25.48**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****85%**
top-5 brand share — brands hold most of the demand
**Growth**
**Okay****+2.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****7,956.81**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£6.28**
avg listing price — sweet spot $15–$100
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.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **setting powder market data**
- **Units sold / yr**
- **100K–125K**
- avg 3,000–4,000/product
- **Revenue / yr**
- **£628K–£785K**
- units × avg price
- **Conversion rate**
- **7.6%**
- **Avg BSR**
- **#18**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **87%**
- **Out of stock**
- **2.8%**
- **Avg brand age**
- **60 months**
- **Avg seller age**
- **153 days**
## **Competition & brand 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%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +2.7% search growth over the last 90 days.
35K25KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/beauty/setting-powder/trend)
## **Top setting powder search terms**
- **setting powder**337K/yr-1.0%6.2% conv. - **powder**232K/yr-4.2%5.6% conv. - **face powder**135K/yr-6.1%5.5% conv. - **pressed powder**122K/yr-1.2%4.4% conv. - **maybelline fit me powder**86K/yr+22.8%5.0% conv. - **fit me powder**96K/yr+4.2%5.2% conv. - **loose powder**88K/yr+0.1%4.5% conv. - **translucent setting powder**55K/yr+47.5%10.8% conv. - **elf powder**45K/yr+6.3%9.7% conv. - **maybelline powder**37K/yr+1.4%4.6% conv. [**All search terms **](https://flapen.com/research/uk/beauty/setting-powder/search-terms)
## **Top setting powder 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%4%£28K8%£56K12%£84K16%£112K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Maybelline Matte Setting Powder Fit Me! Matte & Poreless Translucent Setting Powder Oil Control Blends Smoothly & Evenly Natural Finish Long Wearing Pore Minimizing 090 Translucent**Maybelline**£4.46**4.4★4,475 rev](https://www.amazon.co.uk/dp/B06XWYR3WG) [2**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**Rimmel**£2.89**4.6★54,981 rev](https://www.amazon.co.uk/dp/B004M9L0WW) [3**Revolution Beauty London Loose Baking Powder Prolongs Makeup Wear Brightening Setting Powder For All Skin Tones Translucent 32g**Revolution Beauty London**£4.36**4.4★11,245 rev](https://www.amazon.co.uk/dp/B07NGR137Q) [4**Maybelline Matte Setting Powder Fit Me! Matte & Poreless Translucent Setting Powder Oil Control Blends Smoothly & Evenly Natural Finish Long Wearing Pore Minimizing 105 Natural**Maybelline**£6.52**4.5★3,691 rev](https://www.amazon.co.uk/dp/B06XGM135P) [5**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**e.l.f.**£6.83**4.5★8,553 rev](https://www.amazon.co.uk/dp/B07ZR111LV)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**e.l.f. Halo Glow Soft Focus Setting Powder Silky & Creates Soft Glow without Shine Smooths Pores & Lines Vegan & Cruelty-Free Light Pink**e.l.f.**£6.51**5,759 rev7mo ago](https://www.amazon.co.uk/dp/B0B3GLYNSC) [**Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Translucent**Revolution Skincare London**£5.14**29 rev7mo ago](https://www.amazon.co.uk/dp/B0FC3TRYJD) [**Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Peach**Revolution Skincare London**£4.23**27 rev7mo ago](https://www.amazon.co.uk/dp/B0FC36NWG9) [**Maybelline Fit Me Loose Powder Controls shine 16H 01 Translucent**Maybelline**£7.50**63 rev10mo ago](https://www.amazon.co.uk/dp/B0FP5T44Q5) [**The Beauty Crop Vitamin Babe Setting Powder - Talc-Free Loose Powder for Flawless Finish - Translucent Shade - 0.35 oz**The Beauty Crop**£6.55**183 rev1y ago](https://www.amazon.co.uk/dp/B0F1NL5VTN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Maybelline Fit Me Loose Powder Controls shine 16H 01 Translucent**Maybelline**£7.50**4.4★**▲ 286%**](https://www.amazon.co.uk/dp/B0FP5T44Q5) [**Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Peach**Revolution Skincare London**£4.23**4.1★**▲ 219%**](https://www.amazon.co.uk/dp/B0FC36NWG9) [**Maybelline Fit Me Matte & Poreless Oil Control Setting Powder 220 Natural Beige**Maybelline**£4.84**4.5★**▲ 137%**](https://www.amazon.co.uk/dp/B06Y44SS12) [**Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Translucent**Revolution Skincare London**£5.14**4.1★**▲ 127%**](https://www.amazon.co.uk/dp/B0FC3TRYJD) [**e.l.f. Halo Glow Soft Focus Setting Powder Silky & Creates Soft Glow without Shine Smooths Pores & Lines Vegan & Cruelty-Free Light Pink**e.l.f.**£6.51**4.5★**▲ 97%**](https://www.amazon.co.uk/dp/B0B3GLYNSC)
**~~View all trending →~~**
## **What buyers say about setting powder**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**20%
*“The pot is nicely made”*
**Value For Money**17%
*“Good value”*
**Suitability Combination Skin**8%
*“also helps it stay on my face”*
**Brightness/Shine/Glow**6%
*“just gives a subtle glow”*
**Advertised Vs Actual Product**5%
*“Just what I ordered”*
**Weight Light**4%
*“feels lightweight also the mirror”*
**Color**4%
*“Great colour”*
**Coverage**4%
*“Good coverage”*
**Suitability Oily Skin**4%
*“Really good for oily skin”*
**Soft Feel**3%
*“Goes on smoothly”*
### **What buyers complain about **
**Color**14%
*“darker than expected”*
**Ease Of Use**6%
*“Extremely difficult to open”*
**Quality-Overall**5%
*“Not as good as everyone is saying”*
**Moist/Dry**5%
*“can be a little drying around the eyes”*
**Brightness/Shine/Glow**5%
*“really I didn't find it worked so well for me as I prefer more of a healthy looking glow”*
**Value For Money**5%
*“Waste of Money”*
**Durability**4%
*“The item once I opened it today was totally smashed”*
**Allergies**3%
*“Develop rashes”*
**Functionality-Overall**3%
*“doesnt set well”*
**Texture/Consistency-Overall**3%
*“cakey and clownish”*
### **Top return reasons **
**Color**56%
**Defective Material/Parts**9%
**Product Condition**4%
**Quality-Overall**4%
**Advertised Vs Actual Product**4%
**Functionality-Overall**3%
**Ease Of Use**3%
**Value For Money**2%
**Suitability Combination Skin**2%
**Weight Light**1%
## **Common questions**
- **Is setting powder profitable to sell on Amazon United Kingdom?**
- The niche generates £702K/yr across 31 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +2.7%. Flapen's verdict: Worth a look (54/100).
- **How competitive is the setting powder niche?**
- 12 brands and 243 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 85% of demand.
- **What do buyers complain about in setting powder?**
- Top complaints mined from reviews: Color, Ease Of Use, Quality-Overall. The return rate is 0.1%.
- **When does demand for setting powder peak?**
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- **What does it cost to enter the setting powder niche?**
- Listings span £2.48–£25.48; the average listing price is £6.28 (sweet spot $15–$100). The average incumbent carries 7,957 reviews — the moat a new listing must climb.
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