---
title: "Born This Way Foundation — $83K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/born-this-way-foundation"
last_updated: "2026-08-09T21:18:24.532Z"
locale: en
meta:
description: "Niche score 34/100 · $83K/yr market · 234K searches/yr · $39.04 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 34/100 · $83K/yr market · 234K searches/yr · $39.04 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Born This Way Foundation — $83K/yr Amazon US Niche (2026) - Flapen"
---
# **born this way foundation**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 21Growth 18Conversion 11Competition 25Returns 49Price range 92Avg price 95Brand share 0Review moat 81Quality gap 53
**Avg price**
**Incredible****$39.04**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$13.94–$45.06**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Great****372.5**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Returns**
**Okay****3.0%**
return rate — above 5% kills the launch gate
**Competition**
**Bad****70%**
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**
**Bad****0.9%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
8K6KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/born-this-way-foundation/trend)
## **Top born this way foundation search terms**
- **born this way foundation**71K/yr-3.7%0.8% conv. - **too faced foundation**61K/yr-3.8%0.8% conv. - **born this way**46K/yr-49.6%0.2% conv. - **too faced born this way foundation**16K/yr+11.7%0.9% conv. - **two faced foundations**15K/yr+3.2%0.7% conv. - **too faced born this way**6K/yr+15.2%0.4% conv. - **base too faced**5K/yr-2.8%0.0% conv. - **two faced foundation**5K/yr-12.7%0.4% conv. - **two faced born this way foundations**3K/yr-6.5%0.4% conv. - **two face foundation**3K/yr+5.5%0.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/born-this-way-foundation/search-terms)
## **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.
0%10%$8K20%$17K30%$25K40%$33K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$44.48**4.4★6 rev](https://www.amazon.com/dp/B0F8JDH58D) [2**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$44.99**4.6★24 rev](https://www.amazon.com/dp/B0F8JG4XJS) [3**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$44.35**3.8★27 rev](https://www.amazon.com/dp/B0F8JG48Z7) [4**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$43.23**3.8★12 rev](https://www.amazon.com/dp/B0F8JDR43Q) [5**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**$13.94**4.4★1,929 rev](https://www.amazon.com/dp/B0D6V5S31B)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$44.48**6 rev11mo ago](https://www.amazon.com/dp/B0F8JDH58D) [**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$44.99**24 rev11mo ago](https://www.amazon.com/dp/B0F8JG4XJS) [**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$44.35**27 rev11mo ago](https://www.amazon.com/dp/B0F8JG48Z7) [**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$43.23**12 rev11mo ago](https://www.amazon.com/dp/B0F8JDR43Q) [**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$44.78**17 rev11mo ago](https://www.amazon.com/dp/B0F8JH7CJS)
**~~View all new products →~~**
### **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**$44.18**4.3★**▲ 144%**](https://www.amazon.com/dp/B0F8JHXRV8) [**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**$13.94**4.4★**▲ 140%**](https://www.amazon.com/dp/B0D6V5S31B) [**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$44.20**4.4★**▲ 122%**](https://www.amazon.com/dp/B0F8JJ2W9T) [**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$43.23**3.8★**▲ 110%**](https://www.amazon.com/dp/B0F8JDR43Q) [**Too Faced Born This Way Natural Finish Longwear Liquid Foundation | Medium-To-Full Coverage | Hydrating + Oil Free 1.01 fl. oz.**Too Faced**$45.06**4.8★**▲ 83%**](https://www.amazon.com/dp/B0F8JFX53T)
**~~View all trending →~~**
## **What buyers say about born this way foundation**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Coverage**30%
*“It has good coverage”*
**Quality-Overall**13%
*“Best foundation for anyone”*
**Suitability Combination Skin**9%
*“makes my skin look smooth”*
**Color**8%
*“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”*
**Soft Feel**7%
*“Its Smooth on the face”*
**Durability**5%
*“lasts all day”*
**Weight Light**4%
*“not heavy at all”*
**Value For Money**4%
*“Great value”*
**Size-Overall**3%
*“Fits my skin type”*
**Comfort-Overall**1%
*“The formula feels comfortable”*
### **What buyers complain about **
**Color**22%
*“It is not even the same shade color”*
**Value For Money**9%
*“It is a bit costly”*
**Thickness**9%
*“Very thick”*
**Product Condition**6%
*“Looks used and makeup all over outside of the bottle”*
**Suitability Combination Skin**6%
*“Not for legitimately fair skin”*
**Quality-Overall**6%
*“The quality of the foundation is horrible”*
**Coverage**5%
*“The concealer was horrible”*
**Allergies**3%
*“broke me out with acne”*
**Advertised Vs Actual Product**3%
*“Much darker than shown”*
**Hard Feel**2%
*“it make my face feel stiff”*
### **Top return reasons **
**Color**59%
**Advertised Vs Actual Product**11%
**Product Condition**6%
**Weight Light**3%
**Coverage**3%
**Size-Overall**2%
**Moist/Dry**2%
**Value For Money**2%
**Functionality-Overall**2%
**Oily/Greasy**2%
## **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.
## **Related niches in Beauty & Personal Care**
- 75 [**bio oil lotion**](https://flapen.com/research/us/beauty-personal-care/bio-oil-lotion)$654K/yr+95.9%**Worth a look**- 75 [**glossier futuredew serum**](https://flapen.com/research/us/beauty-personal-care/glossier-futuredew-serum)$344K/yr+383.6%**Worth a look**- 75 [**press on toenails**](https://flapen.com/research/us/beauty-personal-care/press-on-toenails)$2.4M/yr+79.4%**Launch it**- 75 [**skulta deep peptide eye mask**](https://flapen.com/research/us/beauty-personal-care/skulta-deep-peptide-eye-mask)$58K/yr>1,000%**Worth a look**- 75 [**mineral sunscreen spray**](https://flapen.com/research/us/beauty-personal-care/mineral-sunscreen-spray)$3.8M/yr+183.8%**Launch it**- 76 [**collagen oil**](https://flapen.com/research/us/beauty-personal-care/collagen-oil)$344K/yr+116.2%**Worth a look**[**All Beauty & Personal Care niches **](https://flapen.com/research/us/beauty-personal-care)