white foundation
Skip itA small market ($58K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good44%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.3%search→purchase rate — share of searches ending in a sale
Price range
Okay£3.83–£21.93cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Review moat
Bad4,776.64avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.99avg listing price — sweet spot $15–$100
Market size
Bad£58K£58K/yr · 192K searches
Growth
Bad-19.9%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, white foundation is a £58K/yr Amazon United Kingdom market (192K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 45/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
white foundation market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £56K–£70K
- units × avg price
- Conversion rate
- 4.3%
- Avg BSR
- #197
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 88%
- Out of stock
- 3.2%
- Avg brand age
- 40 months
- Avg seller age
- 163 days
Competition & brand share
The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.Brands
17 rising
Sellers
67
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
44%
Top 20: 88%
Open market
14%
- L.A. Girl59%
- VANERIA9%
- Guxelle7%
- UCANBE4%
- KIZLOVE3%
- Go Ho3%
- Open — no brand owns it (11 brands, 14%)
Demand & seasonality
Weekly Amazon search volume, last 90 weeks — -19.9% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 5.7×
Top white foundation search terms
- white foundation102K/yr
- la girl pro conceal29K/yr
- la pro girl concealer11K/yr
- la girl8K/yr
- white foundation makeup goth13K/yr
- pro concealer5K/yr
- la girl concealer6K/yr
- white makeup9K/yr
- la girl pro concealer4K/yr
- sunset makeup3K/yr
Top white foundation 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
L.A. Girl PRO.Coverage ILLUMINATING FOUNDATION White Buildable Medium to Full Coverage Dewy Radiant Finish Hydrating Vegan Formula with Vitamin E & C for Flawless Skin
L.A. Girl£11.364.4★4,861 rev
L.A. Girl PRO.Conceal HD High Definition Concealer Toast 8g - Creamy Blendable Formula for Flawless Coverage Colour Correcting & Highlighting
L.A. Girl£4.644.3★1,221 rev
VANERIA White Foundation Goth Foundation Liquide Makeup Clown Makeup Blanco Face Paint Full-Coverage Waterproof Mixer Use or White Base for Halloween Cosplay Stage Mime & Film.30ML
VANERIA£9.704.5★98 rev
Guxelle White Liquid Foundation Waterproof Full Coverage Foundation Mixer White Base with Makeup Mixing Palette for Goths SFX & Daily Makeup.
Guxelle£9.014.0★23 rev
L.A. Girl Cosmetics Pro Conceal HD Concealer Fawn
L.A. Girl£4.934.4★5,428 rev
Newest
by launch date
Full Coverage Matte White Liquid Foundation for Halloween Waterproof Long-Lasting Face Paint for SFX Skeleton Zombie Clown Makeup Light Shade Colour Mixing
KIZLOVE£5.125 rev
VANERIA White Foundation Goth Foundation Liquide Makeup Clown Makeup Blanco Face Paint Full-Coverage Waterproof Mixer Use or White Base for Halloween Cosplay Stage Mime & Film.30ML
VANERIA£9.7098 rev
Guxelle White Liquid Foundation Waterproof Full Coverage Foundation Mixer White Base with Makeup Mixing Palette for Goths SFX & Daily Makeup.
Guxelle£9.0123 rev
UCANBE White Liquid Foundation for Halloween Clown Goth Zombie Vampire Skeleton Skull Joker Cosplay Costume SFX Makeup Waterproof Full Coverage Longwear Matte Flawless Finish
UCANBE£7.73197 rev
YBUETE White Face Body Painting Stick Professional Full-coverage Cream White Face Paint for Halloween SFX Skeleton Ghost Zombie Clown Goth Cosplay Makeup Washable Body Stick for Adult Costume Party
YBUETE£7.2391 rev
Trending
90-day click momentumFull Coverage Matte White Liquid Foundation for Halloween Waterproof Long-Lasting Face Paint for SFX Skeleton Zombie Clown Makeup Light Shade Colour Mixing
KIZLOVE£5.125.0★
Guxelle White Liquid Foundation Waterproof Full Coverage Foundation Mixer White Base with Makeup Mixing Palette for Goths SFX & Daily Makeup.
Guxelle£9.014.0★
VANERIA White Foundation Goth Foundation Liquide Makeup Clown Makeup Blanco Face Paint Full-Coverage Waterproof Mixer Use or White Base for Halloween Cosplay Stage Mime & Film.30ML
VANERIA£9.704.5★
L.A. Girl PRO.Conceal HD High Definition Concealer Medium Beige 8g - Creamy Blendable Formula for Flawless Coverage Colour Correcting & Highlighting
L.A. Girl£4.644.3★
L.A. Girl PRO.Conceal HD High Definition Concealer Chestnut 8g - Creamy Blendable Formula for Flawless Coverage Colour Correcting & Highlighting
L.A. Girl£4.804.3★
What buyers say about white foundation
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Good coverage”
“Love this product Makes my skin look great”
“Colour me impressed”
“it's well worth the price”
“As described”
“Applies evenly and quickly”
“Skin feels lovely and soft”
“Lightweight”
“Goes on easily”
What buyers complain about
“Came up very pale”
“No coverage”
“Not worth”
“wrinkles are getting deeper”
“Not for me sadly - irritated my skin”
“Quite an oily product”
“claggy on your skin”
“Doesn't last”
“Doesn't do what it's supposed to do”
“Poor product composition that leads to itchy skin/ reactions/ dry skin”
Top return reasons
Common questions
- Is white foundation profitable to sell on Amazon United Kingdom?
- The niche generates £58K/yr across 33 tracked products. 2 of 8 products launched in the last 360 days are still selling. 90-day search growth is -19.9%. Flapen's verdict: Skip it (45/100).
- How competitive is the white foundation niche?
- 17 brands and 67 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 83% of demand.
- What do buyers complain about in white foundation?
- Top complaints mined from reviews: Color, Coverage, Value For Money. The return rate is 0.3%.
- When does demand for white foundation peak?
- Demand peaks in Oct–Nov; the busiest month runs 5.7× the quietest.
- What does it cost to enter the white foundation niche?
- Listings span £3.83–£21.93; the average listing price is £6.99 (sweet spot $15–$100). The average incumbent carries 4,777 reviews — the moat a new listing must climb.