---
title: "The Ordinary Squalane Cleanser — £54K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/the-ordinary-squalane-cleanser"
last_updated: "2026-08-07T16:38:53.404Z"
locale: en
meta:
description: "Niche score 39/100 · £54K/yr market · 103K searches/yr · £10.95 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · £54K/yr market · 103K searches/yr · £10.95 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "The Ordinary Squalane Cleanser — £54K/yr Amazon UK Niche (2026) - Flapen"
---
# **the ordinary squalane cleanser**
**Skip it**
Brand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Market size 14Growth 32Conversion 57Competition 20Returns 99Price range 56Avg price 41Brand share 12Review moat 50Quality gap 48
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Good****4.8%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****£4.90–£27.94**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Okay****1,510.63**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****£10.95**
avg listing price — sweet spot $15–$100
**Growth**
**Okay****+5.4%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****76%**
top-5 click share — a locked-up shelf
**Market size**
**Bad****£54K**
£54K/yr · 103K searches
**Brand share**
**Bad****95%**
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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan · busiest ÷ quietest = 3.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/the-ordinary-squalane-cleanser/trend)
## **Top the ordinary squalane cleanser search terms**
- **dr sams flawless cleanser**34K/yr+7.3%2.4% conv. - **coats cleanser**22K/yr+22.8%5.8% conv. - **curel face wash**11K/yr+2.2%16.1% conv. - **prequel cleanser**8K/yr-32.1%0.5% conv. - **dr sam flawless cleanser**9K/yr-4.4%0.8% conv. - **coats gentle hydrating cleanser**4K/yr-3.9%5.4% conv. - **dr sams cleanser**4K/yr+43.9%1.8% conv. - **curel cleanser**4K/yr+4.1%13.3% conv. - **coats hydrating cleanser**2K/yr+31.2%6.0% conv. - **curel foaming face wash**2K/yr+19.7%18.9% conv. [**All search terms **](https://flapen.com/research/uk/beauty/the-ordinary-squalane-cleanser/search-terms)
## **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.
0%10%£5K20%£11K30%£16K40%£22K101001K10K 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**Curél Foaming Facial Wash 150ml for Dry Sensitive Skin**Curel**£7.50**4.6★1,778 rev](https://www.amazon.co.uk/dp/B0869KN3TK) [2**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**£11.04**4.4★258 rev](https://www.amazon.co.uk/dp/B0BHWQ5SK3) [3**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**£4.90**4.5★5,171 rev](https://www.amazon.co.uk/dp/B09FTBMDBS) [4**Coats Gentle Dual Exfoliant Cream Face Wash Scrub Helps Prevent Breakouts + Boosts Skin Radiance with Weekly Use Dermatologically Approved + Clinically Proven 75 ml**COATS**£11.18**4.3★102 rev](https://www.amazon.co.uk/dp/B0C8B2MN1X) [5**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**£10.98**4.7★282 rev](https://www.amazon.co.uk/dp/B0BY3GFNGR)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Curél Hydrating Makeup Cleanser 200ml**Curel**£9.96**40 rev1y ago](https://www.amazon.co.uk/dp/B0FGDFXGKX) [**Coats Skinsentials Starter Bundle Travel Cleanser Toner & Moisturizer (1 oz each) 3-Step Regimen Prevents Breakouts & Protects Barrier with Ceramides For Women & Men**COATS**£13.66**34 rev1y ago](https://www.amazon.co.uk/dp/B0CNTTC8S7) [**Prequel - Skin - Universal Solution for the Skin Hypochlorous Skin Spray Soothing Face and Body Spray with Electrolyzed Water and Minerals 140 ml**Prequel**£27.94**1,252 rev1y ago](https://www.amazon.co.uk/dp/B0CSHFBLMK) [**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**£9.60**71 rev2y ago](https://www.amazon.co.uk/dp/B0CYQC8VBX) [**haruharu wonder Black Rice Moisture Cleansing Oil Double Cleansing Daily Makeup Remover Pore Oil Cleanser Korean Skincare For sensitive Non-comedogenic 150ml**Haruharu**£12.37**4,171 rev2y ago](https://www.amazon.co.uk/dp/B08W1ZHTL3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Coats Skinsentials Starter Bundle Travel Cleanser Toner & Moisturizer (1 oz each) 3-Step Regimen Prevents Breakouts & Protects Barrier with Ceramides For Women & Men**COATS**£13.66**4.1★**▲ 136%**](https://www.amazon.co.uk/dp/B0CNTTC8S7) [**Coats Gentle Dual Exfoliant Cream Face Wash Scrub Helps Prevent Breakouts + Boosts Skin Radiance with Weekly Use Dermatologically Approved + Clinically Proven 75 ml**COATS**£11.18**4.3★**▲ 58%**](https://www.amazon.co.uk/dp/B0C8B2MN1X) [**The Ordinary Squalane Cleanser Hydrating Makeup Remover Supports Moisture Barrier 150ml**The Ordinary**£12.36**4.8★**▲ 41%**](https://www.amazon.co.uk/dp/B07VHDYJL5) [**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**£4.90**4.5★**▲ 33%**](https://www.amazon.co.uk/dp/B09FTBMDBS) [**Curél Foaming Facial Wash 150ml for Dry Sensitive Skin**Curel**£7.50**4.6★**▲ 28%**](https://www.amazon.co.uk/dp/B0869KN3TK)
**~~View all trending →~~**
## **What buyers say about the ordinary squalane cleanser**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**17%
*“Love this cleanser”*
**Quality-Overall**13%
*“Excellent product”*
**Ease Of Cleaning**11%
*“Good quality cleaner”*
**Suitability Combination Skin**9%
*“Great for sensitive skin”*
**Soft Feel**9%
*“Soft skin”*
**Moist/Dry**5%
*“this helps with hydration”*
**Value For Money**4%
*“Good value for money”*
**Suitability Dry Skin**4%
*“Great for normal-dry skin”*
**Allergies**4%
*“it hasnt irritated it”*
**Smell**2%
*“Love that its fragrance free”*
### **What buyers complain about **
**Smell**9%
*“Strong chemical smell”*
**Skin Health**6%
*“It ended up really irritating my skin”*
**Moist/Dry**5%
*“Makes my skin so dry”*
**Allergies**5%
*“irritated my skin”*
**Motor Power**4%
*“Broken pump”*
**Ease Of Cleaning**4%
*“Worse cleanser ever”*
**Suitability Dry Skin**3%
*“Not really doing the job on my dry skin”*
**Quality-Overall**3%
*“I've used a lot of Korean products I can confidently say this is not the best”*
**Value For Money**3%
*“disappointing for the price I paid”*
**Sensitivity-Overall**2%
*“Well I certainly got that because its so mild it doesnt even feel like its doing anything”*
### **Top return reasons **
**Leak-Proof**34%
**Skin Health**7%
**Sensitivity-Overall**6%
**Advertised Vs Actual Product**6%
**Adhesion/Stickiness**4%
**Contamination**4%
**Dispensing Mechanism**4%
**Size-Overall**3%
**Moist/Dry**3%
**Quality-Overall**3%
## **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.
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