face wax
Skip itA concentrated shelf (top 5 take 81% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Incredible16.9%search→purchase rate — share of searches ending in a sale
Quality gap
Incredible3.9★avg incumbent rating — lower means beatable quality
Market size
Good£455K£455K/yr · 415K searches
Review moat
Bad5,244avg incumbent reviews — the moat a new listing must climb
Price range
Bad£2.56–£18.48cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-10.8%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
Avg price
Bad£6.48avg listing price — sweet spot $15–$100
Competition
Bad81%top-5 click share — a locked-up shelf
According to Flapen's Amazon United Kingdom niche tracking, face wax is a £455K/yr Amazon United Kingdom market (415K searches/yr). The top 5 brands hold 93% of demand. Verdict: Skip it — 48/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
face wax market data
- Units sold / yr
- 60K–80K
- avg 4,000–5,000/product
- Revenue / yr
- £389K–£518K
- units × avg price
- Conversion rate
- 16.9%
- Avg BSR
- #11
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 82%
- Out of stock
- 0.0%
- Avg brand age
- 38 months
- Avg seller age
- 158 days
Competition & brand share
The top 5 products capture 81% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 flat
Sellers
90
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
81%
Top 20: 100%
Open market
4%
- Veet64%
- Jolen11%
- Nad's7%
- MYLEE7%
- Smooth Appeal5%
- Beauty73%
- Open — no brand owns it (2 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top face wax search terms
- face wax strips86K/yr
- face wax70K/yr
- wax strips face62K/yr
- facial wax strips for women39K/yr
- facial wax23K/yr
- facial wax strips19K/yr
- veet face wax strips17K/yr
- face wax strips sensitive skin16K/yr
- lip wax strips12K/yr
- veet wax strips face12K/yr
Top face wax 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 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Veet Expert Waxing Strips for Sensitive Skin - 20 Cold Wax Strips & 4 Finish Wipes for Eyebrow Facial Hair Removal - Hydrating Exfoliating Ideal for Face
Veet£4.874.1★2,426 rev
Veet Expert Facial Wax Strips for Women 40 Count + 4 Finish Wipes Sensitive Skin Remover with Almond Oil Dermatologically Tested Effective Face Solution
Veet£8.374.2★6,689 rev
Jolen Sensitive Skin Facial Strip Wax (16 Strips) (Pack of 1)
Jolen£2.564.0★2,783 rev
Veet Expert Cold Wax Strips for Face Normal Skin 20 Count with 4 Shea Butter Finish Wipes - Effective Hair Removal Solution
Veet£5.374.1★158 rev
Nads Facial Wax Strips - Facial Hair Removal For Women Face Wax Strips Includes 20 Waxing Strips + 4 Calming Oil Wipes Hypoallergenic
Nad's£5.553.7★41,084 rev
Newest
by launch date
Mylee Lets Face It Wax Kit Professional Facial Waxing Kit with Black Mini Heater 50g Precision Face Wax Beads (Peach & Chamomile) Wooden Waxing Spatulas Ear & Nose Wax Applicators & USB C Cable
MYLEE£18.48391 rev
LaWink Lip upper Wax Strips Facial Wax Strips Mouth hair removal 20pcs 4 Calming Oil Wipes eyebrow waxing wax Depilatory tape for eyebrows Facial (Lip)
LaWink£5.66121 rev
MYLEE Oh Sugar Sugar Wax Pen + 20x Waxing Strips - Professional No-heat Formula Waxing Precision Wand Ideal for Removing Unwanted Hair on Body Face & Bikini Line Vegan Cruelty-Free Pack of 1
MYLEE£6.57812 rev
Veet Expert Waxing Strips for Sensitive Skin - 20 Cold Wax Strips & 4 Finish Wipes for Eyebrow Facial Hair Removal - Hydrating Exfoliating Ideal for Face
Veet£4.872,426 rev
Veet Expert Facial Wax Strips for Women 40 Count + 4 Finish Wipes Sensitive Skin Remover with Almond Oil Dermatologically Tested Effective Face Solution
Veet£8.376,689 rev
Trending
90-day click momentumNads Facial Wax Strips - Facial Hair Removal For Women Face Wax Strips Includes 20 Waxing Strips + 4 Calming Oil Wipes Hypoallergenic
Nad's£5.553.7★
Mylee Lets Face It Wax Kit Professional Facial Waxing Kit with Black Mini Heater 50g Precision Face Wax Beads (Peach & Chamomile) Wooden Waxing Spatulas Ear & Nose Wax Applicators & USB C Cable
MYLEE£18.484.3★
Veet Expert Facial Wax Strips for Women 40 Count + 4 Finish Wipes Sensitive Skin Remover with Almond Oil Dermatologically Tested Effective Face Solution
Veet£8.374.2★
Veet Expert Cold Wax Strips for Face Normal Skin 20 Count with 4 Shea Butter Finish Wipes - Effective Hair Removal Solution
Veet£5.374.1★
LaWink Lip upper Wax Strips Facial Wax Strips Mouth hair removal 20pcs 4 Calming Oil Wipes eyebrow waxing wax Depilatory tape for eyebrows Facial (Lip)
LaWink£5.663.7★
What buyers say about face wax
What buyers praise and complain about, mined from review topics.What buyers love
“Easy to use”
“Great quality wax strips”
“a very reasonable price”
“does work on sensitive skin”
“The shape is good”
“Did the job”
“Heats well with a little portable charger”
“Does the job”
“Not much irritation”
“stick one on the back of my hand it's much easier”
What buyers complain about
“Barely works”
“Can make a sticky mess on skin”
“WASTE OF MONEY”
“Left a rash”
“Not good quality”
“Hard to use”
“It took a lot longer than recommended to heat up and melt, once at the correct consistency I found it started to set again quite quickly”
“Skin looks horrible”
“Didn't grip any hairs”
“Absolutely awful for sensitive skin”
Top return reasons
Common questions
- Is face wax profitable to sell on Amazon United Kingdom?
- The niche generates £455K/yr across 11 tracked products. 90-day search growth is -10.8%. Flapen's verdict: Skip it (48/100).
- How competitive is the face wax niche?
- 8 brands and 90 sellers compete. The top 5 products take 81% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in face wax?
- Top complaints mined from reviews: Functionality-Overall, Adhesion/Stickiness, Value For Money. The return rate is 0.2%.
- When does demand for face wax peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the face wax niche?
- Listings span £2.56–£18.48; the average listing price is £6.48 (sweet spot $15–$100). The average incumbent carries 5,244 reviews — the moat a new listing must climb.