face moisturizer
Worth a lookShows a $30.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$30.0M$30.0M/yr · 22.2M searches
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Conversion
Great8.2%search→purchase rate — share of searches ending in a sale
Avg price
Great$16.44avg listing price — sweet spot $15–$100
Price range
Good$6.59–$24.04cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-4.8%90-day search growth — must beat 0% to launch
Review moat
Bad33,100avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, face moisturizer is a $30.0M/yr Amazon United States market (22.2M searches/yr). The top 5 brands hold 82% of demand. Verdict: Worth a look — 56/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
face moisturizer market data
- Units sold / yr
- 1.0M–1.0M
- avg 80,000–100,000/product
- Revenue / yr
- $16.4M–$16.4M
- units × avg price
- Conversion rate
- 8.2%
- Avg BSR
- #18
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 63 months
- Avg seller age
- 120 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
12 flat
Sellers
86
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
57%
Top 20: 97%
Open market
15%
- La Roche-Posay59%
- The Ordinary8%
- CeraVe7%
- medicube5%
- Vanicream4%
- Dr.Althea4%
- Open — no brand owns it (6 brands, 15%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top face moisturizer search terms
- face moisturizer4.8M/yr
- la roche posay moisturizer4.0M/yr
- moisturizer3.6M/yr
- face cream1.1M/yr
- crema hidratante para la cara1.0M/yr
- face lotion942K/yr
- moisturizer face cream1.2M/yr
- facial moisturizer882K/yr
- laroche-posay moisturizer713K/yr
- korean moisturizer742K/yr
Top face moisturizer 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.
All 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
La Roche-Posay Toleriane Double Repair Face Moisturizer Daily Moisturizer Face Cream with Ceramide and Niacinamide for All Skin Types Oil Free Fragrance Free
La Roche-Posay$23.204.6★50,218 rev
La Roche-Posay Toleriane Double Repair UV SPF Moisturizer for Face Daily Facial Moisturizer with Sunscreen SPF 30 Niacinamide and Glycerin Oil Free Moisturizing Sun Protection
La Roche-Posay$24.044.6★28,763 rev
La Roche-Posay Lipikar AP+Max Triple Repair Moisturizing Body Cream Face and Body Lotion for Dry Skin with Shea Butter and Niacinamide 400 mL
La Roche-Posay$20.854.6★36,268 rev
The Ordinary Natural Moisturizing Factors + Hyaluronic Acid Lightweight Hydrator for Skin Barrier Support & Hydration 3.4 Fl Oz
The Ordinary$12.674.6★24,596 rev
Vanicream Daily Facial Moisturizer With Ceramides and Hyaluronic Acid - Formulated Without Common Irritants for Those with Sensitive Skin 3 fl oz (Pack of 1)
Vanicream$13.534.6★24,611 rev
Newest
by launch date
medicube Jelly Cream with Hyaluronic Acid | Daily Moisturizer for All Skin Types | Long-lasting Hydration with Hyaluronic Acid Ceramides Multi Peptides | Supports Skins Natural Barrier | 1.69 fl.oz
medicube$12.221,904 rev
Dr.Althea 345 Relief Cream | PDRN & Hyaluronic Acid for Hydration Blemish Care | Post-Acne Face Moisturizer with Centella & Niacinamide | Korean Vegan Skincare 1.69 Fl Oz (Ver.2 - Pack of 1)
Dr.Althea$22.2319,082 rev
ANUA Rice 70 Intensive Moisturizing Milk Hydrating Face Lotion Niacinamide Ceramides All Skin Types Sensitive Skin Moisture Barrier Lightweight Nourishing Korean Skincare 5.07 fl.oz.
ANUA$17.602,573 rev
BYOMA Moisturizing Gel Cream - Barrier Repair Cream/Gel Face Lotion with Niacinamide and Green Tea - Ceramide Face Moisturizer for Dry Skin - Alcohol Free Oil Free Face Moisturizer - 1.69 fl. oz
BYOMA$13.605,311 rev
Neutrogena Face Moisturizer Ultra Gentle Daily Face Moisturizer for Sensitive Skin with Vitamin B3 Pro-Vitamin B5 and Vitamin E Hydrating Moisturizer 3.4 fl oz
Neutrogena$7.716,039 rev
Trending
90-day click momentummedicube Jelly Cream with Hyaluronic Acid | Daily Moisturizer for All Skin Types | Long-lasting Hydration with Hyaluronic Acid Ceramides Multi Peptides | Supports Skins Natural Barrier | 1.69 fl.oz
medicube$12.224.6★
La Roche-Posay Lipikar Body Lotion Daily Repair Moisturizing Cream Fragrance Free Body Moisturizer with Shea Butter Body Lotion for Dry Skin Moisturizing for Sensitive Skin
La Roche-Posay$20.784.7★
ANUA Rice 70 Intensive Moisturizing Milk Hydrating Face Lotion Niacinamide Ceramides All Skin Types Sensitive Skin Moisture Barrier Lightweight Nourishing Korean Skincare 5.07 fl.oz.
ANUA$17.604.6★
La Roche-Posay Toleriane Double Repair UV SPF Moisturizer for Face Daily Facial Moisturizer with Sunscreen SPF 30 Niacinamide and Glycerin Oil Free Moisturizing Sun Protection
La Roche-Posay$24.044.6★
CeraVe Daily Moisturizing Lotion for Dry Skin Body Lotion & Face Moisturizer with Hyaluronic Acid and Ceramides Daily Moisturizer Fragrance Free Oil-Free 12 Ounce
CeraVe$14.044.7★
What buyers say about face moisturizer
What buyers praise and complain about, mined from review topics.What buyers love
“Dries quickly”
“Great lotion”
“Gentle on skin”
“Good for your skin”
“Helps my dry skin”
“Great Deal”
“It feels lightweight on the skin”
“Clean smell”
“Very absorbent”
“Great for allergies”
What buyers complain about
“Allergic reaction”
“poor moisturizer”
“Bad chemical smell”
“it just wasnt for my dry skin”
“BURNED MY SKIN”
“Too expensive”
“This cream is much thicker”
“Too Oily”
“Did Not Work”
“Sticky on skin”
Top return reasons
Common questions
- Is face moisturizer profitable to sell on Amazon United States?
- The niche generates $30.0M/yr across 22 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -4.8%. Flapen's verdict: Worth a look (56/100).
- How competitive is the face moisturizer niche?
- 12 brands and 86 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in face moisturizer?
- Top complaints mined from reviews: Allergies, Moist/Dry, Smell. The return rate is 0.5%.
- When does demand for face moisturizer peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the face moisturizer niche?
- Listings span $6.59–$24.04; the average listing price is $16.44 (sweet spot $15–$100). The average incumbent carries 33,100 reviews — the moat a new listing must climb.