---
title: "Cover Up Makeup — $123K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/cover-up-makeup"
last_updated: "2026-08-09T14:29:21.668Z"
locale: en
meta:
description: "Niche score 39/100 · $123K/yr market · 433K searches/yr · $12.54 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · $123K/yr market · 433K searches/yr · $12.54 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Cover Up Makeup — $123K/yr Amazon US Niche (2026) - Flapen"
---
# **cover up makeup**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 28Growth 16Conversion 28Competition 36Returns 81Price range 81Avg price 54Brand share 0Review moat 26Quality gap 84
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Returns**
**Great****1.7%**
return rate — above 5% kills the launch gate
**Price range**
**Great****$4.98–$61.29**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Good****$12.54**
avg listing price — sweet spot $15–$100
**Competition**
**Okay****64%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****$123K**
$123K/yr · 433K searches
**Conversion**
**Okay****2.3%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****3,887.89**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-17.8%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, cover up makeup is a $123K/yr Amazon United States market (433K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan. Verdict: Skip it — 39/100.
Data updated Jul 15, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **cover up makeup market data**
- **Units sold / yr**
- **10K–13K**
- avg 250–500/product
- **Revenue / yr**
- **$125K–$157K**
- units × avg price
- **Conversion rate**
- **2.3%**
- **Avg BSR**
- **#178**
- **Page quality**
- **0%**
- **Prime**
- **93%**
- **Sponsored**
- **63%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **61 months**
- **Avg seller age**
- **128 days**
## **Competition & brand share**
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**3 **—flat
**Sellers**
**56**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**64%**
Top 20: 93%
**Open market**
**0%**
- NYX PROFESSIONAL MAKEUP53% - e.l.f.46% - Generic1% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -17.8% search growth over the last 90 days.
13K8KSpike '24Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/cover-up-makeup/trend)
## **Top cover up makeup search terms**
- **nyx foundation**152K/yr-26.1%0.8% conv. - **elf soft glam satin foundation**98K/yr-9.1%3.6% conv. - **elf soft glam**27K/yr+23.2%1.3% conv. - **blurring foundation**22K/yr-19.4%0.2% conv. - **nyx foundation full coverage**21K/yr-12.8%0.7% conv. - **nyx blur**16K/yr-4.5%1.8% conv. - **elf soft glam foundation**22K/yr-53.5%2.8% conv. - **easy blur foundation**20K/yr-18.9%0.2% conv. - **nyx blur foundation**16K/yr-32.0%2.1% conv. - **soft glam satin foundation**8K/yr+14.9%1.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/cover-up-makeup/search-terms)
## **Top cover up makeup 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%$6K10%$12K15%$18K20%$25K1101001K10K100K 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**e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 25 Light Neutral**e.l.f.**$8.66**4.4★11,784 rev](https://www.amazon.com/dp/B0D3JFKVX1) [2**NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 02 Fair Porcelain**NYX PROFESSIONAL MAKEUP**$13.44**4.1★869 rev](https://www.amazon.com/dp/B0FZCHD7DS) [3**e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 21 Light Neutral**e.l.f.**$8.68**4.4★11,784 rev](https://www.amazon.com/dp/B0D3JDCQN2) [4**NYX PROFESSIONAL MAKEUP Bare With Me Blur Skin Tint Foundation Make Up with Matcha Glycerin & Niacinamide - Light Neutral**NYX PROFESSIONAL MAKEUP**$13.27**4.1★2,997 rev](https://www.amazon.com/dp/B0BDP9RPMZ) [5**e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 20 Light Cool**e.l.f.**$8.71**4.4★11,784 rev](https://www.amazon.com/dp/B0D3JDRFS3)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**e.l.f. Soft Glam Satin Concealer Medium Coverage For Blemishes & Under-Eye Crease-Resistant Long Lasting Vegan & Cruelty-Free 13 Fair Neutral**e.l.f.**$4.99**2,884 rev6mo ago](https://www.amazon.com/dp/B0G1H45XQD) [**NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 02 Fair Porcelain**NYX PROFESSIONAL MAKEUP**$13.44**869 rev7mo ago](https://www.amazon.com/dp/B0FZCHD7DS) [**NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 06 Light**NYX PROFESSIONAL MAKEUP**$13.00**869 rev7mo ago](https://www.amazon.com/dp/B0FZCBBG85) [**NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 05 Fair Ivory**NYX PROFESSIONAL MAKEUP**$13.76**869 rev7mo ago](https://www.amazon.com/dp/B0FZCCWJN9) [**NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 09 Light Nude**NYX PROFESSIONAL MAKEUP**$14.35**869 rev7mo ago](https://www.amazon.com/dp/B0FZC7TSP2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 04 Cool Porcelain**NYX PROFESSIONAL MAKEUP**$13.06**4.1★**▲ 266%**](https://www.amazon.com/dp/B0FZCC3DHZ) [**e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 50 Deep Warm**e.l.f.**$8.69**4.4★**▲ 190%**](https://www.amazon.com/dp/B0D3JDKD8D) [**NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 09 Light Nude**NYX PROFESSIONAL MAKEUP**$14.35**4.1★**▲ 171%**](https://www.amazon.com/dp/B0FZC7TSP2) [**NYX PROFESSIONAL MAKEUP Cant Stop Wont Stop Foundation 24h Full Coverage Matte Finish - True Beige**NYX PROFESSIONAL MAKEUP**$10.07**4.1★**▲ 140%**](https://www.amazon.com/dp/B00NZE7FX8) [**NYX PROFESSIONAL MAKEUP Cant Stop Wont Stop Foundation 24h Full Coverage Matte Finish - Buff**NYX PROFESSIONAL MAKEUP**$10.66**4.2★**▲ 91%**](https://www.amazon.com/dp/B07JNLWJXK)
**~~View all trending →~~**
## **What buyers say about cover up makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Coverage**19%
*“full coverage”*
**Color**11%
*“Color is perfect”*
**Suitability Combination Skin**9%
*“its perfect for my skin”*
**Value For Money**9%
*“reasonable price”*
**Quality-Overall**7%
*“Great quality, gives a skin like feel”*
**Soft Feel**5%
*“Very creamy a very nice love it”*
**Weight Light**4%
*“It feels so lightweight on the skin”*
**Durability**4%
*“stays all day”*
**Ease Of Application**3%
*“applies smoothly”*
**Brightness/Shine/Glow**2%
*“has a glow”*
### **What buyers complain about **
**Color**15%
*“I picked the wrong color”*
**Coverage**6%
*“just doesnt give the coverage I was looking for”*
**Moist/Dry**6%
*“Makes skin look super dry”*
**Suitability Combination Skin**5%
*“Not the best for mature skin”*
**Thickness**4%
*“Not thick”*
**Suitability Dry Skin**3%
*“Not for dry skin”*
**Wrinkles**3%
*“It causes wrinkles”*
**Suitability Oily Skin**3%
*“it doesnt look well if you have super oily skin”*
**Durability**2%
*“After less than 8 hours it started breaking up and separating”*
**Size-Overall**2%
*“The applicator is smaller”*
### **Top return reasons **
**Color**56%
**Advertised Vs Actual Product**12%
**Weight Light**5%
**Coverage**4%
**Moist/Dry**3%
**Texture/Consistency-Overall**2%
**Product Condition**2%
**Functionality-Overall**2%
**Suitability Combination Skin**1%
**Leak-Proof**1%
## **Common questions**
- **Is cover up makeup profitable to sell on Amazon United States?**
- The niche generates $123K/yr across 27 tracked products. 7 of 9 products launched in the last 360 days are still selling. 90-day search growth is -17.8%. Flapen's verdict: Skip it (39/100).
- **How competitive is the cover up makeup niche?**
- 3 brands and 56 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in cover up makeup?**
- Top complaints mined from reviews: Color, Coverage, Moist/Dry. The return rate is 1.7%.
- **When does demand for cover up makeup peak?**
- Demand peaks in Jan; the busiest month runs 1.7× the quietest.
- **What does it cost to enter the cover up makeup niche?**
- Listings span $4.98–$61.29; the average listing price is $12.54 (sweet spot $15–$100). The average incumbent carries 3,888 reviews — the moat a new listing must climb.
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