---
title: "Cleansing Balm — $2.9M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/cleansing-balm"
last_updated: "2026-08-10T13:15:40.066Z"
locale: en
meta:
description: "Niche score 65/100 · $2.9M/yr market · 1.7M searches/yr · $16.54 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 65/100 · $2.9M/yr market · 1.7M searches/yr · $16.54 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Cleansing Balm — $2.9M/yr Amazon US Niche (2026) - Flapen"
---
# **cleansing balm**
**Launch it**
A $2.9M/yr market growing +10.3% this quarter with returns at 0.8% — clears our launch bar.
Market size 96Growth 38Conversion 87Competition 54Returns 96Price range 80Avg price 79Brand share 63Review moat 25Quality gap 35
**Market size**
**Incredible****$2.9M**
$2.9M/yr · 1.7M searches
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Great****$4.95–$57.75**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Great****$16.54**
avg listing price — sweet spot $15–$100
**Brand share**
**Good****67%**
top-5 brand share — brands hold most of the demand
**Competition**
**Good****53%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+10.3%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****4,657.85**
avg incumbent reviews — the moat a new listing must climb
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
90K70KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/cleansing-balm/trend)
## **Top cleansing balm search terms**
- **cleansing balm**677K/yr+13.6%6.2% conv. - **makeup remover balm**318K/yr+5.4%10.8% conv. - **makeup cleansing balm**81K/yr+16.9%8.9% conv. - **cleansing balm makeup remover**75K/yr+1.4%7.8% conv. - **make up remover balm**76K/yr-0.5%10.8% conv. - **juno skin cleansing balm**55K/yr+16.9%26.9% conv. - **banila co clean it zero cleansing balm**49K/yr+29.1%8.1% conv. - **clean it zero cleansing balm**55K/yr+20.4%10.1% conv. - **makeup melting balm**46K/yr+8.8%8.6% conv. - **clean it zero**37K/yr+3.6%5.9% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/cleansing-balm/search-terms)
## **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.
0%5%$145K10%$289K15%$434K20%$579K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**JUNO & Co. Clean 10 Cleansing Balm 10 Ingredients Makeup Remover 85g / 3.0oz**JUNO & Co.**$14.19**4.6★18,120 rev](https://www.amazon.com/dp/B08Q3CQM7X) [2**e.l.f. SKIN Holy Hydration! Makeup Melting Cleansing Balm Face Cleanser & Makeup Remover Infused with Hyaluronic Acid to Hydrate Skin**e.l.f.**$11.49**4.7★17,481 rev](https://www.amazon.com/dp/B08TQTT8LK) [3**Garnier Erase It All Makeup Cleansing Balm with Hyaluronic Acid Replumping Facial Cleanser and Makeup Remover 4.2 Oz**Garnier**$11.09**4.4★1,850 rev](https://www.amazon.com/dp/B0D79MC42C) [4**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**$11.10**4.4★8,376 rev](https://www.amazon.com/dp/B0B1PP1XCM) [5**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**$17.45**4.6★2,234 rev](https://www.amazon.com/dp/B0B3R661JP)
**~~View all top sellers →~~**
### **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**$23.93**47 rev6mo ago](https://www.amazon.com/dp/B0GFCM7SYH) [**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**$17.39**170 rev1y ago](https://www.amazon.com/dp/B0FCPLY6SW) [**ELEMIS Pro-Collagen Cleansing Balm Makeup Remover Hydrating Facial Cleanser Oil Cleanser Oil Makeup Remover Deep Cleanse 20g Original New**ELEMIS**$15.59**497 rev1y ago](https://www.amazon.com/dp/B0F9JKJ614) [**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**$16.68**281 rev1y ago](https://www.amazon.com/dp/B0F45BY44B) [**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**$19.71**230 rev1y ago](https://www.amazon.com/dp/B0DXPFMBYX)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$23.93**4.8★**▲ 319%**](https://www.amazon.com/dp/B0GFCM7SYH) [**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**$17.39**4.6★**▲ 83%**](https://www.amazon.com/dp/B0FCPLY6SW) [**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**$16.68**4.6★**▲ 62%**](https://www.amazon.com/dp/B0F45BY44B) [**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**$19.71**4.6★**▲ 49%**](https://www.amazon.com/dp/B0DXPFMBYX) [**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**$17.45**4.6★**▲ 45%**](https://www.amazon.com/dp/B0B3R661JP)
**~~View all trending →~~**
## **What buyers say about cleansing balm**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**16%
*“Squeaky Clean”*
**Ease Of Cleaning**11%
*“cleans very well”*
**Soft Feel**10%
*“Leaves skin soft”*
**Quality-Overall**9%
*“Good variety”*
**Smell**6%
*“Nice fragrance”*
**Value For Money**6%
*“FABULOUS PRICE”*
**Moist/Dry**6%
*“Fantastic Moisturizing Product”*
**Suitability Combination Skin**5%
*“good for skin”*
**Ease Of Use**4%
*“Easier to use”*
**Suitability Dry Skin**3%
*“It has really helped my dry skin”*
### **What buyers complain about **
**Smell**15%
*“Strong chemical odor”*
**Ease Of Cleaning**8%
*“skin feels not clean yet”*
**Size-Overall**6%
*“The container is so small”*
**Value For Money**6%
*“A little expensive”*
**Allergies**5%
*“I ended up with a rash”*
**Oily/Greasy**4%
*“very greasy”*
**Functionality-Overall**3%
*“Completely ineffective”*
**Sensitivity-Overall**2%
*“Not for sensitive eyes”*
**Product Condition**2%
*“had been used”*
**Skin Health**2%
*“Broke my skin out”*
### **Top return reasons **
**Smell**16%
**Product Condition**14%
**Size-Overall**14%
**Advertised Vs Actual Product**9%
**Functionality-Overall**8%
**Value For Money**8%
**Texture/Consistency-Overall**4%
**Oily/Greasy**4%
**Ease Of Cleaning**3%
**Defective Material/Parts**3%
## **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.
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