cleansing balm
Launch itA $2.9M/yr market growing +10.3% this quarter with returns at 0.8% — clears our launch bar.
Market size
Incredible$2.9M$2.9M/yr · 1.7M searches
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Conversion
Great10.0%search→purchase rate — share of searches ending in a sale
Price range
Great$4.95–$57.75cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Great$16.54avg listing price — sweet spot $15–$100
Brand share
Good67%top-5 brand share — brands hold most of the demand
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Growth
Okay+10.3%90-day search growth — must beat 0% to launch
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad4,657.85avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, cleansing balm is a $2.9M/yr Amazon United States market (1.7M searches/yr). The top 5 brands hold 67% of demand. Verdict: Launch it — 65/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
cleansing balm market data
- Units sold / yr
- 150K–200K
- avg 6,000–8,000/product
- Revenue / yr
- $2.5M–$3.3M
- units × avg price
- Conversion rate
- 10.0%
- Avg BSR
- #67
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 89%
- Out of stock
- 4.7%
- Avg brand age
- 52 months
- Avg seller age
- 129 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
71
Top-5 brand share
67%
Top 20: 100%
Top-5 click share
53%
Top 20: 92%
Open market
27%
- JUNO & Co.16%
- BANILA CO16%
- e.l.f.15%
- Garnier13%
- CeraVe8%
- Beauty of Joseon7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +10.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top cleansing balm search terms
- cleansing balm677K/yr
- makeup remover balm318K/yr
- makeup cleansing balm81K/yr
- cleansing balm makeup remover75K/yr
- make up remover balm76K/yr
- juno skin cleansing balm55K/yr
- banila co clean it zero cleansing balm49K/yr
- clean it zero cleansing balm55K/yr
- makeup melting balm46K/yr
- clean it zero37K/yr
Top cleansing balm 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
JUNO & Co. Clean 10 Cleansing Balm 10 Ingredients Makeup Remover 85g / 3.0oz
JUNO & Co.$14.194.6★18,120 rev
e.l.f. SKIN Holy Hydration! Makeup Melting Cleansing Balm Face Cleanser & Makeup Remover Infused with Hyaluronic Acid to Hydrate Skin
e.l.f.$11.494.7★17,481 rev
Garnier Erase It All Makeup Cleansing Balm with Hyaluronic Acid Replumping Facial Cleanser and Makeup Remover 4.2 Oz
Garnier$11.094.4★1,850 rev
CeraVe Cleansing Balm Makeup Remover Waterproof Makeup Remover With Ceramides & Plant-Based Jojoba Oil To Nourish & Hydrate Non-Comedogenic & Fragrance Free 1.3 Oz
CeraVe$11.104.4★8,376 rev
Beauty of Joseon Radiance Cleansing Balm Makeup Sunscreen Pore Cleanser for Sensitive Acne Skin. Korean Skincare for Men and Women 100ml 3.38 fl.oz
Beauty of Joseon$17.454.6★2,234 rev
Newest
by launch date
BANILA CO Clean it Zero Original Cleansing Balm Big Size | Korean Makeup Remover Cleansing Oil Facial Cleanser for All Skin Types | Vegan | Made with Acerola Berry & Vitamin C (180ml / 6.08 fl.oz)
BANILA CO$23.9347 rev
Rael Miracle Clear Facial Cleanser Makeup Remover Daily Face Wash Gentle Deep Pore Cleansing Korean Skin Care for Oily & Combination Skin (Cleansing Balm 1.69 fl. oz)
Rael$17.39170 rev
ELEMIS Pro-Collagen Cleansing Balm Makeup Remover Hydrating Facial Cleanser Oil Cleanser Oil Makeup Remover Deep Cleanse 20g Original New
ELEMIS$15.59497 rev
Farmacy Sensitive Skin Makeup Remover Cleansing Balm - Green Clean Waterproof Makeup Remover Balm + Oil Cleanser for Face - Melts Make Up + SPF - Hydrates + Softens Skin - Fragrance-Free (30ml)
Farmacy$16.68281 rev
Dr.Althea Pore Refresh Grinding Cleansing Balm | Hygenic One-Step Makeup Remover with Green Tea Extract & Guaiazulene for All Skin Types | Korean Vegan Skin Care 1.69 Fl Oz
Dr.Althea$19.71230 rev
Trending
90-day click momentumBANILA CO Clean it Zero Original Cleansing Balm Big Size | Korean Makeup Remover Cleansing Oil Facial Cleanser for All Skin Types | Vegan | Made with Acerola Berry & Vitamin C (180ml / 6.08 fl.oz)
BANILA CO$23.934.8★
Rael Miracle Clear Facial Cleanser Makeup Remover Daily Face Wash Gentle Deep Pore Cleansing Korean Skin Care for Oily & Combination Skin (Cleansing Balm 1.69 fl. oz)
Rael$17.394.6★
Farmacy Sensitive Skin Makeup Remover Cleansing Balm - Green Clean Waterproof Makeup Remover Balm + Oil Cleanser for Face - Melts Make Up + SPF - Hydrates + Softens Skin - Fragrance-Free (30ml)
Farmacy$16.684.6★
Dr.Althea Pore Refresh Grinding Cleansing Balm | Hygenic One-Step Makeup Remover with Green Tea Extract & Guaiazulene for All Skin Types | Korean Vegan Skin Care 1.69 Fl Oz
Dr.Althea$19.714.6★
Beauty of Joseon Radiance Cleansing Balm Makeup Sunscreen Pore Cleanser for Sensitive Acne Skin. Korean Skincare for Men and Women 100ml 3.38 fl.oz
Beauty of Joseon$17.454.6★
What buyers say about cleansing balm
What buyers praise and complain about, mined from review topics.What buyers love
“Squeaky Clean”
“cleans very well”
“Leaves skin soft”
“Good variety”
“Nice fragrance”
“FABULOUS PRICE”
“Fantastic Moisturizing Product”
“good for skin”
“Easier to use”
“It has really helped my dry skin”
What buyers complain about
“Strong chemical odor”
“skin feels not clean yet”
“The container is so small”
“A little expensive”
“I ended up with a rash”
“very greasy”
“Completely ineffective”
“Not for sensitive eyes”
“had been used”
“Broke my skin out”
Top return reasons
Common questions
- Is cleansing balm profitable to sell on Amazon United States?
- The niche generates $2.9M/yr across 27 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +10.3%. Flapen's verdict: Launch it (65/100).
- How competitive is the cleansing balm niche?
- 18 brands and 71 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in cleansing balm?
- Top complaints mined from reviews: Smell, Ease Of Cleaning, Size-Overall. The return rate is 0.8%.
- When does demand for cleansing balm peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the cleansing balm niche?
- Listings span $4.95–$57.75; the average listing price is $16.54 (sweet spot $15–$100). The average incumbent carries 4,658 reviews — the moat a new listing must climb.