---
title: "Wicked Makeup — £11K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/wicked-makeup"
last_updated: "2026-08-09T11:38:57.947Z"
locale: en
meta:
description: "Niche score 28/100 · £11K/yr market · 48K searches/yr · £7.74 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 28/100 · £11K/yr market · 48K searches/yr · £7.74 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Wicked Makeup — £11K/yr Amazon UK Niche (2026) - Flapen"
---
# **wicked makeup**
**Skip it**
Soft demand (-63.7% this quarter) — this niche doesn't clear our bar today.
Market size 3Growth 0Conversion 38Competition 27Returns 98Price range 2Avg price 22Brand share 0Review moat 95Quality gap 35
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****106**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Okay****3.1%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****69%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Bad****£7.74**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£11K**
£11K/yr · 48K searches
**Price range**
**Bad****£2.21–£15.30**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Bad****-63.7%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, wicked makeup is a £11K/yr Amazon United Kingdom market (48K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 28/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **wicked makeup market data**
- **Units sold / yr**
- **3K–3K**
- avg 100–250/product
- **Revenue / yr**
- **£19K–£23K**
- units × avg price
- **Conversion rate**
- **3.1%**
- **Avg BSR**
- **#561**
- **Page quality**
- **0%**
- **Prime**
- **86%**
- **Sponsored**
- **71%**
- **Out of stock**
- **5.4%**
- **Avg brand age**
- **31 months**
- **Avg seller age**
- **167 days**
## **Competition & brand share**
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**5 **—flat
**Sellers**
**33**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**69%**
Top 20: 100%
**Open market**
**0%**
- Dr. PAWPAW ORIGINAL BALM55% - Corsair Toiletries30% - 7th Heaven7% - RMS International4% - Wet n Wild4%
## **Demand**
Weekly Amazon search volume, last 30 weeks — -63.7% search growth over the last 90 days.
6K4KDec '25Jan '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/beauty/wicked-makeup/trend)
## **Top wicked makeup search terms**
- **wicked lip balm**18K/yr-60.8%7.4% conv. - **wicked make up**5K/yr-29.8%3.1% conv. - **wicked makeup**12K/yr-79.1%0.8% conv. - **wicked nail polish**5K/yr-51.6%12.6% conv. - **wicked lip gloss**3K/yr-68.6%2.5% conv. - **wicked nails**4K/yr-71.1%0.0% conv. - **wicked lip balm duo**2K/yr-76.0%9.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/wicked-makeup/search-terms)
## **Top wicked makeup 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%£1K20%£2K30%£3K40%£5K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 14 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Dr.PAWPAW x WICKED Vegan Lip Balm Duo 2 x 3g Enchanting and Glimmer Pawpaw Balms with Magical Shine Nourishing Cruelty-Free Lip Care for Soft Radiant Lips**Dr. PAWPAW ORIGINAL BALM**£7.16**4.4★472 rev](https://www.amazon.co.uk/dp/B0DG93YNY6) [2**Wicked Nail Polish Collection 4-Piece Set of Pink & Green Shades | Long-Lasting High-Gloss Nail Varnish | Gift Set Inspired by Wicked Musical**Corsair Toiletries**£6.87**4.3★39 rev](https://www.amazon.co.uk/dp/B0FK3YSZNY) [3**Official Wicked Lip Balm Duo | Two Character Shaped Lip Care Tins | Glinda the Good & Elphaba**Corsair Toiletries**£6.82**4.5★38 rev](https://www.amazon.co.uk/dp/B0G59P74C1) [4**Dr.PAWPAW x WICKED Vegan Lip Balm 3g Nourishing Multi-Purpose Pawpaw Balm with Magical Shine Cruelty-Free Lip Care for Soft Radiant Lips**Dr. PAWPAW ORIGINAL BALM**£3.90**4.5★344 rev](https://www.amazon.co.uk/dp/B0DG92Z6D6) [5**Dr.PAWPAW x WICKED Color Changing Lip Balm Duo 2 x 3g Elphie and Glinda Pawpaw Balms Hydrating and Nourishing Vegan Lip Care Gift Set**Dr. PAWPAW ORIGINAL BALM**£7.23**4.2★26 rev](https://www.amazon.co.uk/dp/B0FPZ5GSWP)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Wet n Wild x Disney Villains Be Wicked Lip Balm Color Changing pH Lip Tint & Moisturizing Balm Sheer Glow - Maleficent Inspired Makeup Dark Curses**Wet n Wild**£5.93**2 rev6mo ago](https://www.amazon.co.uk/dp/B0GDGTVNH2) [**Official Wicked Lip Balm Duo | Two Character Shaped Lip Care Tins | Glinda the Good & Elphaba**Corsair Toiletries**£6.82**38 rev7mo ago](https://www.amazon.co.uk/dp/B0G59P74C1) [**Wicked Bestie Lip Balms 2 Pack with Keyring Holders Official Wizard of Oz Wicked Gift Set for Kids 7+ Non Toxic Safe Lip Balm Duo One for You One for Your Bestie Pink Crown & Green Witch Hat**RMS International**£6.52**4 rev8mo ago](https://www.amazon.co.uk/dp/B0FY3KS5ML) [**Wicked Gift Set (Contains 2x Face Masks 2x Sheet Mask 24x Spot Patches Under Eye Hydrogel Patches Applicator & Cleansing Cloth) - Genuine 7th Heaven Skincare & Wicked Merchandise**7th Heaven**£10.87**38 rev9mo ago](https://www.amazon.co.uk/dp/B0FVFFTT9G) [**7th Heaven Under Eye Hydrogel Patches Under Eye Masks for Puffy Eyes with Proline Hyaluronic Acid & B5. Cooling Eye Masks to Revive Tired Eyes - Genuine 7th Heaven Skincare & Wicked Merchandise**7th Heaven**£2.21**25 rev9mo ago](https://www.amazon.co.uk/dp/B0FV99QVDR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Dr.PAWPAW x WICKED Color Changing Lip Balm Duo 2 x 3g Elphie and Glinda Pawpaw Balms Hydrating and Nourishing Vegan Lip Care Gift Set**Dr. PAWPAW ORIGINAL BALM**£7.23**4.2★**▲ 544%**](https://www.amazon.co.uk/dp/B0FPZ5GSWP) [**Wet n Wild x Disney Villains Be Wicked Lip Balm Color Changing pH Lip Tint & Moisturizing Balm Sheer Glow - Maleficent Inspired Makeup Dark Curses**Wet n Wild**£5.93**5.0★**▲ 427%**](https://www.amazon.co.uk/dp/B0GDGTVNH2) [**Dr.PAWPAW x Wicked Glinda Gift Set (4 x 3g) Hydrating Lip Balm Collection with Glimmer Glistening So Popular & Glinda-fied Balms Nourishing PAWPAW-Infused Stocking Stuffers Lip Care**Dr. PAWPAW ORIGINAL BALM**£15.30**4.6★**▲ 80%**](https://www.amazon.co.uk/dp/B0FPYNHYVJ) [**Wicked Gift Set (Contains 2x Face Masks 2x Sheet Mask 24x Spot Patches Under Eye Hydrogel Patches Applicator & Cleansing Cloth) - Genuine 7th Heaven Skincare & Wicked Merchandise**7th Heaven**£10.87**4.5★**▲ 75%**](https://www.amazon.co.uk/dp/B0FVFFTT9G) [**Dr.PAWPAW x WICKED Vegan Lip Balm Duo 2 x 3g Enchanting and Glimmer Pawpaw Balms with Magical Shine Nourishing Cruelty-Free Lip Care for Soft Radiant Lips**Dr. PAWPAW ORIGINAL BALM**£7.16**4.4★**▲ 19%**](https://www.amazon.co.uk/dp/B0DG93YNY6)
**~~View all trending →~~**
## **What buyers say about wicked makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Gifting Purpose**15%
*“perfect as a gift”*
**Color**14%
*“Perfect colour”*
**Value For Money**13%
*“amazing value for money”*
**Quality-Overall**12%
*“Overall this is a fantastic set”*
**Moist/Dry**10%
*“Cute Collaboration and Lovely Hydration”*
**Soft Feel**7%
*“Helps my lips to stay soft”*
**Ease Of Application**4%
*“easy to apply”*
**Smell**3%
*“It smells fresh and sweet and makes the whole set feel a bit more luxurious, like youre having a mini spa moment at home”*
**Ease Of Use**2%
*“easy to use”*
**Storage Capacity**2%
*“Good stocking filler”*
### **What buyers complain about **
**Smell**20%
*“It smells and tastes disgusting”*
**Size-Overall**9%
*“The box is quite big for what's inside”*
**Brightness/Shine/Glow**7%
*“Theres not even enough coverage or shine to describe it as metallic”*
**Durability**7%
*“Its a shame theres nothing that last for a bit longer eg a face cream”*
**Value For Money**6%
*“A little bit expensive at its full retail price”*
**Color**4%
*“The pink is far too glittery”*
**Ease Of Application**3%
*“To improve make the lip balm more buttery cause right now its not pleasant to apply”*
**Adhesion/Stickiness**3%
*“It's really sticky”*
**Moist/Dry**2%
*“When I first put it on I realise it is so watery and doesnt dry easily”*
**Quality-Overall**2%
*“.Poor quality even for”*
### **Top return reasons **
**Smell**21%
**Size-Overall**18%
**Defective Material/Parts**9%
**Leak-Proof**9%
**Paint Quality**9%
**Oily/Greasy**9%
**Functionality-Overall**9%
**Adhesion/Stickiness**5%
**Comfort-Overall**5%
**Texture/Consistency-Overall**3%
## **Common questions**
- **Is wicked makeup profitable to sell on Amazon United Kingdom?**
- The niche generates £11K/yr across 14 tracked products. 0 of 11 products launched in the last 360 days are still selling. 90-day search growth is -63.7%. Flapen's verdict: Skip it (28/100).
- **How competitive is the wicked makeup niche?**
- 5 brands and 33 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in wicked makeup?**
- Top complaints mined from reviews: Smell, Size-Overall, Brightness/Shine/Glow. The return rate is 0.4%.
- **What does it cost to enter the wicked makeup niche?**
- Listings span £2.21–£15.30; the average listing price is £7.74 (sweet spot $15–$100). The average incumbent carries 106 reviews — the moat a new listing must climb.
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