Is cream to powder foundation profitable to sell on Amazon United States?

The niche generates $49K/yr across 57 tracked products. 6 of 11 products launched in the last 360 days are still selling. 90-day search growth is -12.8%. Flapen's verdict: Skip it (48/100).

How competitive is the cream to powder foundation niche?

27 brands and 176 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 71% of demand.

What do buyers complain about in cream to powder foundation?

Top complaints mined from reviews: Color, Coverage, Wrinkles. The return rate is 1.8%.

When does demand for cream to powder foundation peak?

Demand peaks in Jan; the busiest month runs 1.8× the quietest.

What does it cost to enter the cream to powder foundation niche?

Listings span $3.77–$46.54; the average listing price is $13.79 (sweet spot $15–$100). The average incumbent carries 6,559 reviews — the moat a new listing must climb.

cream to powder foundation

Skip it

A small market ($49K/yr) — this niche doesn't clear our bar today.

Returns

Great1.8%

return rate — above 5% kills the launch gate

Competition

Great36%

top-5 click share — an open shelf

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Price range

Good$3.77–$46.54

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

Avg price

Good$13.79

avg listing price — sweet spot $15–$100

Brand share

Good71%

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

Review moat

Bad6,559.39

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.8%

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

Growth

Bad-12.8%

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

Market size

Bad$49K

$49K/yr · 197K searches

According to Flapen's Amazon United States niche tracking, cream to powder foundation is a $49K/yr Amazon United States market (197K searches/yr). The top 5 brands hold 71% of demand. Demand peaks in Jan. Verdict: Skip it — 48/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

cream to powder foundation market data

Units sold / yr: 4K–5K; avg 0–100/product
Revenue / yr: $55K–$69K; units × avg price
Conversion rate: 1.8%
Avg BSR: #386
Page quality: 0%
Prime: 98%
Sponsored: 53%
Out of stock: 4.6%
Avg brand age: 55 months
Avg seller age: 127 days

Competition & brand share

Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.

Brands

27 falling

Sellers

176

Top-5 brand share

71%

Top 20: 96%

Top-5 click share

36%

Top 20: 69%

Open market

26%

COVERGIRL42%
L'Oreal Paris15%
MAC5%
SHEGLAM5%
L.A. COLORS3%
LAURA GELLER NEW YORK3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.8% search growth over the last 90 days.

Peak months: Jan · busiest ÷ quietest = 1.8×

Open Trend

Top cream to powder foundation search terms

cream to powder foundation63K/yr -9.2%0.8% conv.
balm foundation36K/yr -1.8%0.7% conv.
foundation balm33K/yr -16.7%0.4% conv.
covergirl outlast foundation20K/yr +7.1%5.4% conv.
creme to powder foundation8K/yr -0.1%1.1% conv.
foundation balm for mature skin9K/yr -47.7%0.9% conv.
balm foundation for mature skin8K/yr -50.2%1.1% conv.
cream powder foundation7K/yr -25.8%0.7% conv.
cover girl outlast all day foundation5K/yr -2.4%6.8% conv.
cream to powder foundation makeup5K/yr -44.0%1.2% conv.

All search terms

Top cream to powder 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.

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

Covergirl Outlast Extreme Wear 3-in-1 Full Coverage Liquid Foundation SPF 18 Sunscreen Creamy Natural 1 Fl. Oz.

COVERGIRL$8.694.4★5,690 rev

COVERGIRL & Olay Simply Ageless Instant Wrinkle-Defying Foundation Creamy Natural 0.44 Fl Oz (Pack of 1)

COVERGIRL$13.124.5★5,910 rev

COVERGIRL Outlast All-Day Ultimate Finish Foundation Classic Ivory

COVERGIRL$6.954.6★4,441 rev

MAC STUDIO FIX TECH CREAM-TO-POWDER FOUNDATION NC10-0.35OZ

MAC$28.554.7★14 rev

LOreal Paris True Match Hyaluron Tinted Balm Foundation Skincare Foundation with Light to Medium Radiant Coverage Minimizes Wrinkles and Fine Lines Non-Comedogenic Formula Very Light 01

L'Oreal Paris$14.534.2★41 rev

Newest

by launch date

LOreal Paris True Match Hyaluron Tinted Balm Foundation Skincare Foundation with Light to Medium Radiant Coverage Minimizes Wrinkles and Fine Lines Non-Comedogenic Formula Very Light 01

L'Oreal Paris$14.5341 rev

1mo ago

LOreal Paris True Match Hyaluron Tinted Balm Foundation Skincare Foundation with Light to Medium Radiant Coverage Minimizes Wrinkles and Fine Lines Non-Comedogenic Formula Neutral Light 2.5

L'Oreal Paris$14.7342 rev

1mo ago

Balm Foundation for Mature Skin Tattoo Cover up Hydrating Full Coverage Long-Lasting & Waterproof for All Skin Types Portable 20g(Fair)

Roseye$5.432 rev

10mo ago

Skin Tint Beauty Balm Serum Boosted Skin Tint Foundation Stick Skin Tint with SPF Concealer Stick Foundation Makeup Face Makeup Base De Maquillaje Full Coverage Foundation Dewy Finish (#03)

Lulesi$6.991,707 rev

1y ago

Revolution Balm Glow Multi-Use Cream Balm Dewy Natural Finish for Cheeks Lips & Lids Sheer Color Rose Pink Vegan & Cruelty-Free 1.12 oz

Revolution Beauty London$6.181,113 rev

2y ago

What buyers say about cream to powder foundation

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

What buyers love

Suitability Combination Skin10%

“Great for sensitive skin”

Coverage10%

“Beautiful Coverage”

Quality-Overall9%

“Great price for such a quality product”

Soft Feel8%

“Glides on smooth”

Moist/Dry8%

“Helps moisturize”

Color6%

“Perfect shade”

Weight Light4%

“Flawless light weight”

Value For Money4%

“Worth the money”

Brightness/Shine/Glow4%

“gives a natural glow”

Ease Of Application3%

“Smooth application”

What buyers complain about

Color9%

“Color was off”

Coverage8%

“does not cover”

Wrinkles6%

“Shows wrinkles very badly”

Oily/Greasy5%

“It's very oily”

Value For Money5%

“Price point too high”

Smell5%

“Strong smell”

Functionality-Overall5%

“Did not work”

Allergies4%

“very itchy”

Moist/Dry3%

“its very dry”

Advertised Vs Actual Product3%

“Darker than described”

Top return reasons

Color36%

Advertised Vs Actual Product11%

Coverage7%

Functionality-Overall7%

Oily/Greasy5%

Smell3%

Product Condition3%