the ordinary squalane cleanser
Skip itBrand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Good4.8%search→purchase rate — share of searches ending in a sale
Price range
Good£4.90–£27.94cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay1,510.63avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay£10.95avg listing price — sweet spot $15–$100
Growth
Okay+5.4%90-day search growth — must beat 0% to launch
Competition
Bad76%top-5 click share — a locked-up shelf
Market size
Bad£54K£54K/yr · 103K searches
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, the ordinary squalane cleanser is a £54K/yr Amazon United Kingdom market (103K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Jan. Verdict: Skip it — 39/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
the ordinary squalane cleanser market data
- Units sold / yr
- 6K–8K
- avg 500–750/product
- Revenue / yr
- £66K–£88K
- units × avg price
- Conversion rate
- 4.8%
- Avg BSR
- #143
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 75%
- Out of stock
- 0.0%
- Avg brand age
- 68 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 rising
Sellers
97
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
76%
Top 20: 100%
Open market
3%
- Curel39%
- COATS29%
- Aveeno12%
- Dermatica10%
- Haruharu5%
- BYOMA2%
- Open — no brand owns it (2 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +5.4% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 3.8×
Top the ordinary squalane cleanser search terms
- dr sams flawless cleanser34K/yr
- coats cleanser22K/yr
- curel face wash11K/yr
- prequel cleanser8K/yr
- dr sam flawless cleanser9K/yr
- coats gentle hydrating cleanser4K/yr
- dr sams cleanser4K/yr
- curel cleanser4K/yr
- coats hydrating cleanser2K/yr
- curel foaming face wash2K/yr
Top the ordinary squalane cleanser 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.
All 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Curél Foaming Facial Wash 150ml for Dry Sensitive Skin
Curel£7.504.6★1,778 rev
Coats Gentle Hydrating Cleanser Prevents Breakouts + Protects the Skin Barrier For Soft Clean + Clear Skin Dermatologically Approved Designed for Teens + Young Skin 150 ml
COATS£11.044.4★258 rev
AVEENO Face CALM+RESTORE Nourishing Oat Cleanser (1x 200ml) Non-Foaming Face Care Gentle Cleanser with Prebiotic Oat and Calming Feverfew Helps Preserve Skins Barrier For Sensitive Skin
Aveeno£4.904.5★5,171 rev
Coats Gentle Dual Exfoliant Cream Face Wash Scrub Helps Prevent Breakouts + Boosts Skin Radiance with Weekly Use Dermatologically Approved + Clinically Proven 75 ml
COATS£11.184.3★102 rev
Dermatica Anti-Breakout Balancing Glycerin Gel Cleanser | Suitable for Acne Treatments I Clarifying Daily Cleanser for Removing Makeup | For Oily Acne Blemish-Prone Skin (200ml)
Dermatica£10.984.7★282 rev
Newest
by launch date
Curél Hydrating Makeup Cleanser 200ml
Curel£9.9640 rev
Coats Skinsentials Starter Bundle Travel Cleanser Toner & Moisturizer (1 oz each) 3-Step Regimen Prevents Breakouts & Protects Barrier with Ceramides For Women & Men
COATS£13.6634 rev
Prequel - Skin - Universal Solution for the Skin Hypochlorous Skin Spray Soothing Face and Body Spray with Electrolyzed Water and Minerals 140 ml
Prequel£27.941,252 rev
Coats Blemish Defense Purifying Hydrating Clay Cleanser for Oily Blemish-Prone Skin With Kaolin Clay Glycolic Acid & Salicylic Acid to Help Prevent Breakouts Designed For Young Skin 150 ml
COATS£9.6071 rev
haruharu wonder Black Rice Moisture Cleansing Oil Double Cleansing Daily Makeup Remover Pore Oil Cleanser Korean Skincare For sensitive Non-comedogenic 150ml
Haruharu£12.374,171 rev
Trending
90-day click momentumCoats Skinsentials Starter Bundle Travel Cleanser Toner & Moisturizer (1 oz each) 3-Step Regimen Prevents Breakouts & Protects Barrier with Ceramides For Women & Men
COATS£13.664.1★
Coats Gentle Dual Exfoliant Cream Face Wash Scrub Helps Prevent Breakouts + Boosts Skin Radiance with Weekly Use Dermatologically Approved + Clinically Proven 75 ml
COATS£11.184.3★
The Ordinary Squalane Cleanser Hydrating Makeup Remover Supports Moisture Barrier 150ml
The Ordinary£12.364.8★
AVEENO Face CALM+RESTORE Nourishing Oat Cleanser (1x 200ml) Non-Foaming Face Care Gentle Cleanser with Prebiotic Oat and Calming Feverfew Helps Preserve Skins Barrier For Sensitive Skin
Aveeno£4.904.5★
Curél Foaming Facial Wash 150ml for Dry Sensitive Skin
Curel£7.504.6★
What buyers say about the ordinary squalane cleanser
What buyers praise and complain about, mined from review topics.What buyers love
“Love this cleanser”
“Excellent product”
“Good quality cleaner”
“Great for sensitive skin”
“Soft skin”
“this helps with hydration”
“Good value for money”
“Great for normal-dry skin”
“it hasnt irritated it”
“Love that its fragrance free”
What buyers complain about
“Strong chemical smell”
“It ended up really irritating my skin”
“Makes my skin so dry”
“irritated my skin”
“Broken pump”
“Worse cleanser ever”
“Not really doing the job on my dry skin”
“I've used a lot of Korean products I can confidently say this is not the best”
“disappointing for the price I paid”
“Well I certainly got that because its so mild it doesnt even feel like its doing anything”
Top return reasons
Common questions
- Is the ordinary squalane cleanser profitable to sell on Amazon United Kingdom?
- The niche generates £54K/yr across 16 tracked products. 90-day search growth is +5.4%. Flapen's verdict: Skip it (39/100).
- How competitive is the the ordinary squalane cleanser niche?
- 8 brands and 97 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in the ordinary squalane cleanser?
- Top complaints mined from reviews: Smell, Skin Health, Moist/Dry. The return rate is 0.1%.
- When does demand for the ordinary squalane cleanser peak?
- Demand peaks in Jan; the busiest month runs 3.8× the quietest.
- What does it cost to enter the the ordinary squalane cleanser niche?
- Listings span £4.90–£27.94; the average listing price is £10.95 (sweet spot $15–$100). The average incumbent carries 1,511 reviews — the moat a new listing must climb.