born this way foundation
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Avg price
Incredible$39.04avg listing price — sweet spot $15–$100
Price range
Great$13.94–$45.06cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Great372.5avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Returns
Okay3.0%return rate — above 5% kills the launch gate
Competition
Bad70%top-5 click share — a locked-up shelf
Market size
Bad$83K$83K/yr · 234K searches
Growth
Bad-13.2%90-day search growth — must beat 0% to launch
Conversion
Bad0.9%search→purchase rate — share of searches ending in a sale
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, born this way foundation is a $83K/yr Amazon United States market (234K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 34/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
born this way foundation market data
- Units sold / yr
- 2K–2K
- avg 0–100/product
- Revenue / yr
- $59K–$78K
- units × avg price
- Conversion rate
- 0.9%
- Avg BSR
- #138
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 9.2%
- Avg brand age
- 70 months
- Avg seller age
- 140 days
Competition & brand share
The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.Brands
1 flat
Sellers
3
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
0%
- Too Faced100%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 97 weeks — -13.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top born this way foundation search terms
- born this way foundation71K/yr
- too faced foundation61K/yr
- born this way46K/yr
- too faced born this way foundation16K/yr
- two faced foundations15K/yr
- too faced born this way6K/yr
- base too faced5K/yr
- two faced foundation5K/yr
- two faced born this way foundations3K/yr
- two face foundation3K/yr
Top born this way 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.484.4★6 rev
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.994.6★24 rev
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.353.8★27 rev
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$43.233.8★12 rev
Too Faced Born This Way Super Coverage Multi-Use Concealer | Full-Coverage Hydrating Concealer for Dark Circles & Blemishes with Natural Finish | Hyaluronic Acid & Coconut Water Vanilla 0.06 Fl Oz
Too Faced$13.944.4★1,929 rev
Newest
by launch dateToo Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.486 rev
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.9924 rev
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.3527 rev
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$43.2312 rev
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.7817 rev
Trending
90-day click momentum
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.184.3★
Too Faced Born This Way Super Coverage Multi-Use Concealer | Full-Coverage Hydrating Concealer for Dark Circles & Blemishes with Natural Finish | Hyaluronic Acid & Coconut Water Vanilla 0.06 Fl Oz
Too Faced$13.944.4★
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$44.204.4★
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$43.233.8★
Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.
Too Faced$45.064.8★
What buyers say about born this way foundation
What buyers praise and complain about, mined from review topics.What buyers love
“It has good coverage”
“Best foundation for anyone”
“makes my skin look smooth”
“Color matches to perfection, Full coverage, blends beautifully, its smooth and not heavy like the others, and it stays on all day through it all”
“Its Smooth on the face”
“lasts all day”
“not heavy at all”
“Great value”
“Fits my skin type”
“The formula feels comfortable”
What buyers complain about
“It is not even the same shade color”
“It is a bit costly”
“Very thick”
“Looks used and makeup all over outside of the bottle”
“Not for legitimately fair skin”
“The quality of the foundation is horrible”
“The concealer was horrible”
“broke me out with acne”
“Much darker than shown”
“it make my face feel stiff”
Top return reasons
Common questions
- Is born this way foundation profitable to sell on Amazon United States?
- The niche generates $83K/yr across 18 tracked products. 9 of 11 products launched in the last 360 days are still selling. 90-day search growth is -13.2%. Flapen's verdict: Skip it (34/100).
- How competitive is the born this way foundation niche?
- 1 brands and 3 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in born this way foundation?
- Top complaints mined from reviews: Color, Value For Money, Thickness. The return rate is 3.0%.
- When does demand for born this way foundation peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the born this way foundation niche?
- Listings span $13.94–$45.06; the average listing price is $39.04 (sweet spot $15–$100). The average incumbent carries 373 reviews — the moat a new listing must climb.