Is dewy setting spray profitable to sell on Amazon United States?

The niche generates $1.2M/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +10.9%. Flapen's verdict: Skip it (49/100).

How competitive is the dewy setting spray niche?

5 brands and 57 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in dewy setting spray?

Top complaints mined from reviews: Functionality-Overall, Smell, Size-Overall. The return rate is 0.4%.

When does demand for dewy setting spray peak?

Demand peaks in Feb; the busiest month runs 3.3× the quietest.

What does it cost to enter the dewy setting spray niche?

Listings span $5.74–$22.21; the average listing price is $10.43 (sweet spot $15–$100). The average incumbent carries 12,178 reviews — the moat a new listing must climb.

dewy setting spray

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great11.9%

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

Market size

Great$1.2M

$1.2M/yr · 963K searches

Price range

Okay$5.74–$22.21

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

Growth

Okay+10.9%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Avg price

Okay$10.43

avg listing price — sweet spot $15–$100

Competition

Bad73%

top-5 click share — a locked-up shelf

Review moat

Bad12,178.33

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, dewy setting spray is a $1.2M/yr Amazon United States market (963K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb. Verdict: Skip it — 49/100.

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

dewy setting spray market data

Units sold / yr: 125K–150K; avg 10,000–12,500/product
Revenue / yr: $1.3M–$1.6M; units × avg price
Conversion rate: 11.9%
Avg BSR: #35
Page quality: 0%
Prime: 100%
Sponsored: 92%
Out of stock: 0.0%
Avg brand age: 50 months
Avg seller age: 129 days

Competition & brand share

The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.

Brands

5 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

73%

Top 20: 100%

Open market

e.l.f.80%
Milani8%
NYX PROFESSIONAL MAKEUP5%
Milk Makeup5%
Essence Cosmetics2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +10.9% search growth over the last 90 days.

Peak months: Feb · busiest ÷ quietest = 3.3×

Open Trend

Top dewy setting spray search terms

elf setting spray472K/yr +14.7%14.4% conv.
dewy setting spray140K/yr -7.2%6.9% conv.
hydrating setting spray56K/yr -4.3%3.2% conv.
elf power grip dewy setting spray19K/yr +135.8%16.6% conv.
milk setting spray40K/yr +8.7%5.1% conv.
setting spray elf26K/yr +16.5%11.1% conv.
setting spray dewy23K/yr +5.1%6.3% conv.
glow setting spray19K/yr +11.0%1.2% conv.
elf spray15K/yr +53.5%9.4% conv.
elf dewy setting spray19K/yr +3.8%16.3% conv.

All search terms

Top dewy setting spray 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 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

e.l.f. Power Grip Dewy Setting Spray Ultra Fine Mist Made With Hyaluronic Acid Grips Makeup For A Hydrated-Looking Dewy Finish Vegan & Cruelty-Free

e.l.f.$10.494.6★9,540 rev

e.l.f. Stay All Night Micro-Fine Setting Mist Hydrating & Refreshing Makeup Setting Spray For 16HR Wear-time Vegan & Cruelty-Free 2.7 Fl Oz

e.l.f.$10.444.6★9,117 rev

e.l.f. Makeup Mist & Set - Large Lightweight Long Lasting All-Day Wear Revitalizes Refreshes Hydrates Soothes Infused with Aloe Green Tea and Cucumber 4 Fl Oz

e.l.f.$8.694.5★39,633 rev

Milani Setting Spray + Primer Make It Last Dewy - Dewy Finish Moisturizing Formula for Glow on the Go Setting Spray for Makeup and Face Primer Prime + Set + Hydrate 2.03 Fl. Oz

Milani$10.354.4★9,390 rev

e.l.f. Dewy Coconut Setting Mist Makeup Setting Spray For Hydrating & Conditioning Skin Infused With Green Tea Vegan & Cruelty-Free 2.7 Fl Oz

e.l.f.$9.954.5★5,002 rev

Newest

by launch date

e.l.f. Power Grip Ros Setting Spray Grips Makeup for Lasting Wear & Glistening Glowy Finish Made with Niacinamide Vegan & Cruelty-Free

e.l.f.$10.129,540 rev

1mo ago

essence bouncy PLUMP HYDRATING DEWY SPRAY

Essence Cosmetics$5.74349 rev

8mo ago

e.l.f. Power Grip Dewy Setting Spray Ultra Fine Mist Made With Hyaluronic Acid Grips Makeup For A Hydrated-Looking Dewy Finish Vegan & Cruelty-Free

e.l.f.$10.499,540 rev

2y ago

Milk Makeup Hydro Grip Set + Refresh Spray with Hyaluronic Acid Sets Makeup + Hydrates Skin for Up to 12 Hours Long-Lasting Alcohol-Free Facial Mist for Dewy Radiant Skin 1.69 oz

Milk Makeup$22.211,449 rev

3y ago

e.l.f. Stay All Night Blue Light Micro-Setting Mist Setting Spray & Skin Refresher For A Matte Finish Reduces Blue Light Transmission 2.7 Fl Oz

e.l.f.$10.582,243 rev

3y ago

What buyers say about dewy setting spray

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

What buyers love

Quality-Overall18%

“Better than other products”

Value For Money14%

“Great Value”

Moist/Dry9%

“hydrates my face”

Brightness/Shine/Glow8%

“gives the face a natural healthy glow”

Smell7%

“Feels refreshing and has a delicate scent”

Suitability Combination Skin4%

“It feels really nice on the skin”

Soft Feel4%

“my skin feels soft”

Durability4%

“Lasts all day”

Weight Light3%

“it feels like lightweight on my face”

Advertised Vs Actual Product3%

“As advertised”

What buyers complain about

Functionality-Overall8%

“DOES ABSOLUTELY NOTHING”

Smell8%

“No scent”

Size-Overall8%

“the bottle keep getting smaller and smaller”

Oily/Greasy6%

“makes my skin feel greasy”

Adhesion/Stickiness6%

“Doesnt feel like glue”

Moist/Dry4%

“it didnt dry”

Value For Money4%

“its an expensive”

Advertised Vs Actual Product4%

“i did not look at the size on this listing”

Suitability Oily Skin3%

“I feel it makes my face pretty oily”

Suitability Dry Skin3%

“doesnt dry your skin”

Top return reasons

Functionality-Overall16%

Advertised Vs Actual Product14%

Leak-Proof8%