---
title: "Face Moisturizer — $30.0M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/face-moisturizer"
last_updated: "2026-08-11T05:05:12.868Z"
locale: en
meta:
description: "Niche score 56/100 · $30.0M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · $30.0M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Face Moisturizer — $30.0M/yr Amazon US Niche (2026) - Flapen"
---
# **face moisturizer**
**Worth a look**
Shows a $30.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 23Conversion 80Competition 47Returns 97Price range 52Avg price 79Brand share 39Review moat 9Quality gap 24
**Market size**
**Incredible****$30.0M**
$30.0M/yr · 22.2M searches
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.2%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$16.44**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$6.59–$24.04**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Okay****57%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****82%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-4.8%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****33,100**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
700K500KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/face-moisturizer/trend)
## **Top face moisturizer search terms**
- **face moisturizer**4.8M/yr-10.3%3.8% conv. - **la roche posay moisturizer**4.0M/yr-1.0%11.9% conv. - **moisturizer**3.6M/yr-1.8%3.0% conv. - **face cream**1.1M/yr-1.9%2.1% conv. - **crema hidratante para la cara**1.0M/yr-13.7%1.3% conv. - **face lotion**942K/yr+2.7%6.0% conv. - **moisturizer face cream**1.2M/yr-28.6%3.3% conv. - **facial moisturizer**882K/yr-0.1%3.7% conv. - **laroche-posay moisturizer**713K/yr+2.3%10.2% conv. - **korean moisturizer**742K/yr-6.0%1.2% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/face-moisturizer/search-terms)
## **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.
0%10%$3.0M20%$6.0M30%$9.0M40%$12.0M1K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$23.20**4.6★50,218 rev](https://www.amazon.com/dp/B01N9SPQHQ) [2**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**$24.04**4.6★28,763 rev](https://www.amazon.com/dp/B01NCWV3KM) [3**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**$20.85**4.6★36,268 rev](https://www.amazon.com/dp/B003QXZWYW) [4**The Ordinary Natural Moisturizing Factors + Hyaluronic Acid Lightweight Hydrator for Skin Barrier Support & Hydration 3.4 Fl Oz**The Ordinary**$12.67**4.6★24,596 rev](https://www.amazon.com/dp/B07N74F8NP) [5**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**$13.53**4.6★24,611 rev](https://www.amazon.com/dp/B08BW46XXK)
**~~View all top sellers →~~**
### **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**$12.22**1,904 rev10mo ago](https://www.amazon.com/dp/B0FPQ3Z16S) [**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**$22.23**19,082 rev11mo ago](https://www.amazon.com/dp/B0FKGJYFC8) [**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**$17.60**2,573 rev2y ago](https://www.amazon.com/dp/B0D8HMWWRG) [**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**$13.60**5,311 rev2y ago](https://www.amazon.com/dp/B0BJ74DJXG) [**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**$7.71**6,039 rev2y ago](https://www.amazon.com/dp/B0C9L29ZYS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$12.22**4.6★**▲ 95%**](https://www.amazon.com/dp/B0FPQ3Z16S) [**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**$20.78**4.7★**▲ 54%**](https://www.amazon.com/dp/B075S2PFFM) [**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**$17.60**4.6★**▲ 38%**](https://www.amazon.com/dp/B0D8HMWWRG) [**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**$24.04**4.6★**▲ 30%**](https://www.amazon.com/dp/B01NCWV3KM) [**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**$14.04**4.7★**▲ 15%**](https://www.amazon.com/dp/B000YJ2SLG)
**~~View all trending →~~**
## **What buyers say about face moisturizer**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**27%
*“Dries quickly”*
**Quality-Overall**9%
*“Great lotion”*
**Soft Feel**8%
*“Gentle on skin”*
**Suitability Combination Skin**8%
*“Good for your skin”*
**Suitability Dry Skin**6%
*“Helps my dry skin”*
**Value For Money**5%
*“Great Deal”*
**Weight Light**4%
*“It feels lightweight on the skin”*
**Smell**3%
*“Clean smell”*
**Absorbency**3%
*“Very absorbent”*
**Allergies**2%
*“Great for allergies”*
### **What buyers complain about **
**Allergies**10%
*“Allergic reaction”*
**Moist/Dry**10%
*“poor moisturizer”*
**Smell**7%
*“Bad chemical smell”*
**Suitability Dry Skin**5%
*“it just wasnt for my dry skin”*
**Skin Health**4%
*“BURNED MY SKIN”*
**Value For Money**4%
*“Too expensive”*
**Thickness**3%
*“This cream is much thicker”*
**Oily/Greasy**3%
*“Too Oily”*
**Functionality-Overall**3%
*“Did Not Work”*
**Adhesion/Stickiness**2%
*“Sticky on skin”*
### **Top return reasons **
**Moist/Dry**14%
**Product Condition**9%
**Advertised Vs Actual Product**9%
**Value For Money**7%
**Smell**7%
**Functionality-Overall**6%
**Suitability Dry Skin**5%
**Size-Overall**4%
**Skin Health**3%
**Texture/Consistency-Overall**3%
## **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.
## **Related niches in Beauty & Personal Care**
- 75 [**bio oil lotion**](https://flapen.com/research/us/beauty-personal-care/bio-oil-lotion)$654K/yr+95.9%**Worth a look**- 75 [**glossier futuredew serum**](https://flapen.com/research/us/beauty-personal-care/glossier-futuredew-serum)$344K/yr+383.6%**Worth a look**- 75 [**press on toenails**](https://flapen.com/research/us/beauty-personal-care/press-on-toenails)$2.4M/yr+79.4%**Launch it**- 75 [**skulta deep peptide eye mask**](https://flapen.com/research/us/beauty-personal-care/skulta-deep-peptide-eye-mask)$58K/yr>1,000%**Worth a look**- 75 [**mineral sunscreen spray**](https://flapen.com/research/us/beauty-personal-care/mineral-sunscreen-spray)$3.8M/yr+183.8%**Launch it**- 76 [**collagen oil**](https://flapen.com/research/us/beauty-personal-care/collagen-oil)$344K/yr+116.2%**Worth a look**[**All Beauty & Personal Care niches **](https://flapen.com/research/us/beauty-personal-care)