white nail polish
Worth a lookShows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Growth
Great+106.5%90-day search growth — must beat 0% to launch
Conversion
Great11.7%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.1★avg incumbent rating — lower means beatable quality
Brand share
Good73%top-5 brand share — brands hold most of the demand
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Market size
Okay£169K£169K/yr · 360K searches
Review moat
Bad8,133.89avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£4.02avg listing price — sweet spot $15–$100
Price range
Bad£2.96–£7.71cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, white nail polish is a £169K/yr Amazon United Kingdom market (360K searches/yr). The top 5 brands hold 73% of demand. Demand peaks in May–Jun–Jul–Aug. Verdict: Worth a look — 61/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
white nail polish market data
- Units sold / yr
- 40K–50K
- avg 2,000–2,500/product
- Revenue / yr
- £161K–£201K
- units × avg price
- Conversion rate
- 11.7%
- Avg BSR
- #96
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 61%
- Out of stock
- 3.0%
- Avg brand age
- 48 months
- Avg seller age
- 148 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
13 rising
Sellers
77
Top-5 brand share
73%
Top 20: 100%
Top-5 click share
60%
Top 20: 100%
Open market
22%
- Rimmel24%
- Sally Hansen24%
- essie11%
- FresFresi8%
- Barry M6%
- JODSONE6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +106.5% search growth over the last 90 days.Peak months: May, Jun, Jul, Aug · busiest ÷ quietest = 2.9×
Top white nail polish search terms
- white nail polish271K/yr
- white nail varnish49K/yr
- nail polish white15K/yr
- white nail polish quick dry9K/yr
- white nail varnish quick dry4K/yr
- rimmel white nail polish4K/yr
- nail varnish white4K/yr
- white polish4K/yr
Top white nail polish 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Sally Hansen Insta-Dri Nail Polish White On Time 60 Seconds Quick Drying Long Lasting Streak Free Shiny Finish 3-in-1 Formula Built in Base and Top Coat 9.17ml
Sally Hansen£4.034.2★21,155 rev
essie Original Nail Polish White Pure White Gives An Elegant & Opaque Finish Truly Snowy White Sensational & Makes Nails Stand Out Nail Varnish 1 Blanc
essie£5.654.3★5,293 rev
Rimmel London Kind and Free Clean Nail Polish 8ml 151 Fresh Undone
Rimmel£3.454.2★1,688 rev
Nail Polish - Classic White Nail Polish - Quick Dry Long Lasting Chip Resistant Varnish - Air Dry No UV Needed - Perfect All-Year Color - DIY Nail Art
FresFresi£3.754.2★63 rev
Rimmel 60 Seconds Super Shine Nail Polish Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£2.964.4★78,935 rev
Newest
by launch date
White Nail Polish Matte Nail Polish Quick-drying No Need for UV Curing Perfect for Women During Winter or Christmas Apply base coat to strengthen nails
KKwoter£3.32271 rev
PEACECOLOR Gel Nail Polish - High Glossy White Gel Polish Soak Off U V/LED Long Lasting Easy to Apply Professional Manicure Salon DIY at Home Nail Lamp Cure 10ML
PEACECOLOR£3.17116 rev
JODSONE 16.5ml White Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
JODSONE£3.732,266 rev
White Nail Polish - Pure White Nail Polish - Long Lasting Vegan Breathable Quick Dry Nail Varnish Waterproof French Manicure Nail Varnish - Chip Resistant No UV Light Needed
SALROAL£4.6118 rev
White Nail Polish - Pure White Nail Varnish - Milky Nail Polish - Quick Dry Summer Coloured Quick Drying & Long Lasting nail Polish - Natural Polish DIY Nail Art Home No UV Needed
HUAIAN£4.0885 rev
Trending
90-day click momentum
Superstay 7 Days Nail Polish
Maybelline£3.454.4★
White Nail Polish Long-Lasting Chip-Resistant White Nail Polish for DIY Manicures Quick Drying and Pure Milky Varnish for Effortlessly Beautiful Nails at Home
KKwoter£3.564.0★
White Nail Polish - Pure White Nail Polish - Long Lasting Vegan Breathable Quick Dry Nail Varnish Waterproof French Manicure Nail Varnish - Chip Resistant No UV Light Needed
SALROAL£4.613.8★
White Nail Polish Matte Nail Polish Quick-drying No Need for UV Curing Perfect for Women During Winter or Christmas Apply base coat to strengthen nails
KKwoter£3.324.1★
Maybelline New York Make-Up Express Finish Nail Polish/Ultra Quick Drying Coloured Nail Polish 1 x 10 ml
Maybelline£3.354.4★
What buyers say about white nail polish
What buyers praise and complain about, mined from review topics.What buyers love
“the colour is pretty”
“The quality is amazing”
“good for a while”
“easy to use”
“It works”
“nice shine”
“The BEST quick drying white polish ive ever used”
“Great price too, Very happy”
“It dried quickly”
“Its just as advertised”
What buyers complain about
“Rubbish quality, even with several coats it just comes of in a day”
“Doesnt dry”
“poor coverage”
“Had to return as thick and gloopy”
“I wouldn't particularly say it's shiny”
“Quite sticky”
“Not the best very very watery”
“Very tacky”
“mine turned very thick and gloopy, it got hard to apply after a while”
“Couldnt use”
Top return reasons
Common questions
- Is white nail polish profitable to sell on Amazon United Kingdom?
- The niche generates £169K/yr across 18 tracked products. 90-day search growth is +106.5%. Flapen's verdict: Worth a look (61/100).
- How competitive is the white nail polish niche?
- 13 brands and 77 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 73% of demand.
- What do buyers complain about in white nail polish?
- Top complaints mined from reviews: Quality-Overall, Moist/Dry, Coverage. The return rate is 0.2%.
- When does demand for white nail polish peak?
- Demand peaks in May–Jun–Jul–Aug; the busiest month runs 2.9× the quietest.
- What does it cost to enter the white nail polish niche?
- Listings span £2.96–£7.71; the average listing price is £4.02 (sweet spot $15–$100). The average incumbent carries 8,134 reviews — the moat a new listing must climb.