Is cleansing milk profitable to sell on Amazon United States?

The niche generates $256K/yr across 19 tracked products. 5 of 8 products launched in the last 360 days are still selling. 90-day search growth is -1.9%. Flapen's verdict: Skip it (46/100).

How competitive is the cleansing milk niche?

13 brands and 562 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 82% of demand.

What do buyers complain about in cleansing milk?

Top complaints mined from reviews: Allergies, Ease Of Cleaning, Moist/Dry. The return rate is 0.9%.

When does demand for cleansing milk peak?

Demand peaks in Feb–Mar; the busiest month runs 3.5× the quietest.

What does it cost to enter the cleansing milk niche?

Listings span $11.45–$32.84; the average listing price is $18.66 (sweet spot $15–$100). The average incumbent carries 3,070 reviews — the moat a new listing must climb.

cleansing milk

Skip it

Soft demand (-1.9% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Avg price

Great$18.66

avg listing price — sweet spot $15–$100

Price range

Great$11.45–$32.84

cheapest to priciest tracked listing — scored on the share inside $15–$100

Market size

Okay$256K

$256K/yr · 436K searches

Conversion

Okay3.1%

search→purchase rate — share of searches ending in a sale

Brand share

Okay82%

top-5 brand share — brands hold most of the demand

Review moat

Okay3,069.95

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Competition

Okay66%

top-5 click share — leaders hold, buyers still browse

Growth

Bad-1.9%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United States niche tracking, cleansing milk is a $256K/yr Amazon United States market (436K searches/yr). The top 5 brands hold 82% of demand. Demand peaks in Feb–Mar. Verdict: Skip it — 46/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

cleansing milk market data

Units sold / yr: 15K–20K; avg 500–750/product
Revenue / yr: $280K–$373K; units × avg price
Conversion rate: 3.1%
Avg BSR: #297
Page quality: 0%
Prime: 100%
Sponsored: 89%
Out of stock: 0.0%
Avg brand age: 65 months
Avg seller age: 129 days

Competition & brand share

The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 falling

Sellers

562

Top-5 brand share

82%

Top 20: 100%

Top-5 click share

66%

Top 20: 100%

Open market

10%

MAKEP:REM34%
La Roche-Posay18%
IsNtree14%
JUMISO8%
THAYERS8%
ma:nyo8%
Open — no brand owns it (7 brands, 10%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -1.9% search growth over the last 90 days.

Peak months: Feb, Mar · busiest ÷ quietest = 3.5×

Open Trend

Top cleansing milk search terms

cleansing milk98K/yr +4.7%3.5% conv.
prem116K/yr -21.3%0.1% conv.
milk cleanser44K/yr +1.9%3.5% conv.
milky cleanser30K/yr +12.3%3.4% conv.
cleansing milk for face22K/yr -21.8%2.3% conv.
make prem17K/yr +20.6%1.4% conv.
isntree yam root vegan milk cleanser12K/yr +64.7%7.6% conv.
la roche posay milky cleanser10K/yr -16.5%9.3% conv.
make prem cleansing milk8K/yr +28.8%9.1% conv.
cleansing milk korean8K/yr +25.9%3.4% conv.

All search terms

Top cleansing milk 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

MAKE P:REM Safe Me. Relief Moisture Cleansing Milk Hydrating Face Wash Gentle Milk Cleanser for Sensitive Skin with Soy Protein Korean Face Wash 6.76 fl.oz. (200mL)

MAKEP:REM$20.064.6★550 rev

La Roche-Posay Toleriane Moisturizing Milky Cleanser Gentle Face Cleanser with Glycerin for Dry Sensitive & Allergy-Prone Skin Face Wash for Hydration Makeup Remover Cleanser 13.5fl oz

La Roche-Posay$18.354.5★3,242 rev

IsNtree Yam Root Vegan Milk Cleanser | Korean Facial Cleanser with Yam Root | Hydrating Milky Cleanser for Sensitive Skin Gentle & Creamy 7.43 fl oz

IsNtree$18.204.4★435 rev

JUMISO Ceramide Cleansing Milk Makeup Remover for Dry Skin 10.14 fl oz

JUMISO$20.994.4★75 rev

Thayers Milky Hydrating Face Cleanser with Snow Mushroom and Hyaluronic Acid Dermatologist Recommended Gentle Facial Wash and Hydrating Skincare for Dry and Sensitive Skin Paraben Free 8 Fl Oz

THAYERS$12.804.6★2,624 rev

Newest

by launch date

Cocokind Milky-Soft Face and Body Cleanser Hydrating Facial & Body Wash for Sensitive Skin Gentle Cleanser with Ceramides Fragrance-Free & Clinically Tested 13.5 oz

Cocokind$17.06106 rev

4mo ago

MAKE P:REM Moisture Cleansing Kit | 2-Piece Kit Including Cleansing Milk & Cleansing Foam - Hydrating Gentle Face Wash Delicate Eye-Friendly Face Wash for Sensitive Skin Korean Skincare Gift Set

MAKEP:REM$24.393 rev

4mo ago

IsNtree Yam Root Vegan pH-Balancing Cleanser 120ml 4.05 fl.oz Hydrating Low pH Cleansing Foam | Gentle Moisture Barrier Care | Creamy Smoothie Texture | Sensitive Skin Friendly | Korean Skincare

IsNtree$17.738 rev

5mo ago

JUMISO Ceramide Cleansing Milk Makeup Remover for Dry Skin 10.14 fl oz

JUMISO$20.9975 rev

7mo ago

MANYO Pure Soybean Cleansing Milk Hydrating Facial Milky Cleanser for Skin Barrier Repair Hydrating Skincare with Hyaluronic Acid for Dry Sensitive Skin 6.76 fl oz (200ml)

ma:nyo$16.52101 rev

8mo ago

What buyers say about cleansing milk

What buyers praise and complain about, mined from review topics.

What buyers love

Cleansing21%

“Gentle cleanser”

Moist/Dry12%

“It is hydrating”

Soft Feel12%

“leaves skin soft”

Suitability Combination Skin8%

“Its also incredibly gentle for sensitive skin”

Quality-Overall8%

“Quality Cleanser”

Suitability Dry Skin5%

“This cleanser is fabulous for dry skin”

Ease Of Cleaning5%

“Cleans face very well”

Smell4%

“Smells very nice”

Value For Money4%

“Very affordable”

Texture/Consistency-Overall2%

“The texture is lovely”

What buyers complain about

Allergies7%

“Caused a Rash”

Ease Of Cleaning7%

“Doesnt clean face”

Moist/Dry6%

“Very drying too”

Smell5%

“Bad odor”

Cleansing5%

“It didnt make me feel clean”

Skin Health5%

“Burns my skin”

Suitability Dry Skin5%

“I have extremely dry skin”

Lather2%

“It doesnt produce much lather”

Oily/Greasy2%

“It leaves my skin greasy feeling”

Value For Money2%

“theyre so expensive”

Top return reasons

Advertised Vs Actual Product13%

Motor Power8%

Moist/Dry7%

Value For Money7%

Functionality-Overall7%

Smell6%

Product Condition5%