---
title: "Glossier Milky Jelly Cleanser — $3.1M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/glossier-milky-jelly-cleanser"
last_updated: "2026-08-11T10:57:21.259Z"
locale: en
meta:
description: "Niche score 55/100 · $3.1M/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · $3.1M/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Glossier Milky Jelly Cleanser — $3.1M/yr Amazon US Niche (2026) - Flapen"
---
# **glossier milky jelly cleanser**
**Worth a look**
Shows searches that convert (16.3% search→purchase), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size 96Growth 32Conversion 98Competition 21Returns 96Price range 81Avg price 87Brand share 0Review moat 36Quality gap 27
**Conversion**
**Incredible****16.3%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Incredible****$3.1M**
$3.1M/yr · 958K searches
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$19.67**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$10.14–$38.39**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Okay****2,904.93**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Okay****+5.3%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****75%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, glossier milky jelly cleanser is a $3.1M/yr Amazon United States market (958K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul. Verdict: Worth a look — 55/100.
Data updated Jul 16, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **glossier milky jelly cleanser market data**
- **Units sold / yr**
- **125K–150K**
- avg 8,000–10,000/product
- **Revenue / yr**
- **$2.5M–$3.0M**
- units × avg price
- **Conversion rate**
- **16.3%**
- **Avg BSR**
- **#191**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **67%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **75 months**
- **Avg seller age**
- **128 days**
## **Competition & brand share**
The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**4 **—flat
**Sellers**
**9**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**75%**
Top 20: 100%
**Open market**
**0%**
- The Ordinary45% - Kiehl's25% - BYOMA25% - Kiehls5% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 93 weeks — +5.3% search growth over the last 90 days.
150K100KHoliday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 3.7×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/glossier-milky-jelly-cleanser/trend)
## **Top glossier milky jelly cleanser search terms**
- **kiehls face wash**218K/yr+36.3%16.0% conv. - **byoma cleanser**142K/yr-9.2%10.1% conv. - **ordinary face wash**113K/yr-11.5%15.9% conv. - **the ordinary face wash**88K/yr+0.4%13.7% conv. - **byoma face wash**63K/yr+24.3%12.0% conv. - **the ordinary cleanser**75K/yr-7.5%11.7% conv. - **ordinary cleanser**43K/yr+3.3%12.2% conv. - **kiehls ultra facial cleanser**38K/yr+15.3%15.2% conv. - **the ordinary glucoside foaming cleanser**27K/yr+12.0%18.2% conv. - **kiehls cleanser**29K/yr-7.1%6.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/glossier-milky-jelly-cleanser/search-terms)
## **Top glossier milky jelly cleanser 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%$307K20%$614K30%$922K40%$1.2M1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**The Ordinary Glucoside Foaming Cleanser Gentle Foaming Face Wash for All Skin Types Including Sensitive Skin 5.1 Fl Oz**The Ordinary**$12.11**4.6★3,419 rev](https://www.amazon.com/dp/B0BYQ45N7W) [2**BYOMA Creamy Jelly Cleanser - Hydrating Facial Cleanser for Skin Barrier Repair -Tri-Ceramide Face Wash for Sensitive Skin & All Skin Types - Gently Removes Makeup & Excess Oil - 5.91 fl oz**BYOMA**$11.52**4.6★3,192 rev](https://www.amazon.com/dp/B0BTYBVLFW) [3**Kiehls Ultra Facial Cleanser Gentle Face Wash for All Skin Types Foaming and Hydrating Formula Gently Exfoliates and Moisturizes Removes Makeup and Oil Dermatologist-Tested and Fragrance-Free**Kiehl's**$20.94**4.7★2,857 rev](https://www.amazon.com/dp/B00BBFU9TU) [4**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover 5.1 Fl Oz**The Ordinary**$20.77**4.5★5,959 rev](https://www.amazon.com/dp/B07VHDYJL5) [5**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover Travel Size 1.7 Fl Oz**The Ordinary**$10.14**4.5★5,959 rev](https://www.amazon.com/dp/B07PSKR85S)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**BYOMA Milky Moisture Cleanser Hydrating Facial Cleanser for Skin Barrier Protection Tri-Ceramide Face Wash for Dry Sensitive Skin & All Skin Types Gently Removes Makeup 5.91 fl. Oz**BYOMA**$13.70**323 rev1mo ago](https://www.amazon.com/dp/B0CSDXL86L) [**Kiehls Ultra Facial Barrier-Hydrating Cleanser Cream-To-Foam Non-Stripping Daily Face Wash For All Skin Types Including Sensitive - 5 Fl Oz**Kiehl's**$22.46**332 rev1y ago](https://www.amazon.com/dp/B0DX45N5S1) [**The Ordinary The Acne Set 3-Step Skin Regimen with Glucoside Foaming Cleanser Salicylic Acid 2% Solution and Natural Moisturizing Factors + Beta Glucan | Skin Care Set**The Ordinary**$15.85**5,046 rev1y ago](https://www.amazon.com/dp/B0CG516MWS) [**The Ordinary Glucoside Foaming Cleanser Gentle Foaming Face Wash for All Skin Types Including Sensitive Skin 5.1 Fl Oz**The Ordinary**$12.11**3,419 rev3y ago](https://www.amazon.com/dp/B0BYQ45N7W) [**BYOMA Milky Oil Cleanser - Hydrating Facial Cleanser for Skin Barrier Repair - Tri-Ceramide Face Wash for Sensitive Skin & All Skin Types - Deeply Hydrated Skin No Oily Residue - 3.38 fl oz**BYOMA**$12.05**1,211 rev3y ago](https://www.amazon.com/dp/B0C7C8YL9D)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BYOMA Milky Moisture Cleanser Hydrating Facial Cleanser for Skin Barrier Protection Tri-Ceramide Face Wash for Dry Sensitive Skin & All Skin Types Gently Removes Makeup 5.91 fl. Oz**BYOMA**$13.70**4.5★**▲ 295%**](https://www.amazon.com/dp/B0CSDXL86L) [**Kiehls Ultra Facial Cleanser Gentle Face Wash for All Skin Types Foaming and Hydrating Formula Gently Exfoliates and Moisturizes Removes Makeup and Oil Dermatologist-Tested and Fragrance-Free**Kiehls**$13.82**4.7★**▲ 24%**](https://www.amazon.com/dp/B07R9PN4ZC) [**BYOMA Creamy Jelly Cleanser - Hydrating Facial Cleanser for Skin Barrier Repair -Tri-Ceramide Face Wash for Sensitive Skin & All Skin Types - Gently Removes Makeup & Excess Oil - 5.91 fl oz**BYOMA**$11.52**4.6★**▲ 12%**](https://www.amazon.com/dp/B0BTYBVLFW) [**The Ordinary Squalane Cleanser Facial Cleansing Balm and Hydrating Makeup Remover Travel Size 1.7 Fl Oz**The Ordinary**$10.14**4.5★**▲ 11%**](https://www.amazon.com/dp/B07PSKR85S) [**Kiehls Ultra Facial Barrier-Hydrating Cleanser Cream-To-Foam Non-Stripping Daily Face Wash For All Skin Types Including Sensitive - 5 Fl Oz**Kiehl's**$22.46**4.7★**— 6%**](https://www.amazon.com/dp/B0DX45N5S1)
**~~View all trending →~~**
## **What buyers say about glossier milky jelly cleanser**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**18%
*“Squeaky clean”*
**Suitability Combination Skin**12%
*“so good for my skin”*
**Quality-Overall**11%
*“good and affordable”*
**Value For Money**10%
*“Reasonably priced”*
**Soft Feel**9%
*“Gentle on skin”*
**Moist/Dry**5%
*“it is moisturizing”*
**Ease Of Cleaning**5%
*“Great cleanser”*
**Suitability Dry Skin**4%
*“great for my dry skin”*
**Symptom Reduction**2%
*“This acne set has done wonders for my skin”*
**Allergies**2%
*“No irritation”*
### **What buyers complain about **
**Smell**10%
*“It smells bad”*
**Allergies**8%
*“Irritated skin”*
**Skin Health**6%
*“My skin is burning a red now”*
**Value For Money**6%
*“price is too high”*
**Ease Of Cleaning**5%
*“Does not clean very well”*
**Moist/Dry**5%
*“his is dry”*
**Functionality-Overall**4%
*“no longer works as expected”*
**Cleansing**3%
*“Does not feel clean”*
**Suitability Dry Skin**3%
*“Wouldnt recommend for combo or dry skin”*
**Size-Overall**3%
*“dispenser is too short”*
### **Top return reasons **
**Advertised Vs Actual Product**10%
**Motor Power**10%
**Size-Overall**9%
**Functionality-Overall**8%
**Product Condition**8%
**Smell**7%
**Moist/Dry**7%
**Value For Money**6%
**Leak-Proof**5%
**Defective Material/Parts**5%
## **Common questions**
- **Is glossier milky jelly cleanser profitable to sell on Amazon United States?**
- The niche generates $3.1M/yr across 15 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +5.3%. Flapen's verdict: Worth a look (55/100).
- **How competitive is the glossier milky jelly cleanser niche?**
- 4 brands and 9 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in glossier milky jelly cleanser?**
- Top complaints mined from reviews: Smell, Allergies, Skin Health. The return rate is 0.7%.
- **When does demand for glossier milky jelly cleanser peak?**
- Demand peaks in Jul; the busiest month runs 3.7× the quietest.
- **What does it cost to enter the glossier milky jelly cleanser niche?**
- Listings span $10.14–$38.39; the average listing price is $19.67 (sweet spot $15–$100). The average incumbent carries 2,905 reviews — the moat a new listing must climb.
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