---
title: "Highlighter Makeup — $670K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/highlighter-makeup"
last_updated: "2026-08-11T12:14:34.318Z"
locale: en
meta:
description: "Niche score 55/100 · $670K/yr market · 2.3M searches/yr · $9.53 avg price. Soft demand (-7.7% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · $670K/yr market · 2.3M searches/yr · $9.53 avg price. Soft demand (-7.7% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Highlighter Makeup — $670K/yr Amazon US Niche (2026) - Flapen"
---
# **highlighter makeup**
**Worth a look**
Shows low returns (1.2%), but soft demand (-7.7% this quarter) keeps it on the watch list.
Market size 67Growth 21Conversion 38Competition 74Returns 92Price range 73Avg price 29Brand share 58Review moat 21Quality gap 53
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Competition**
**Good****41%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****$4.20–$43.71**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****$670K**
$670K/yr · 2.3M searches
**Brand share**
**Good****70%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****3.0%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Okay****$9.53**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-7.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****10,781.9**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, highlighter makeup is a $670K/yr Amazon United States market (2.3M searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Dec. Verdict: Worth a look — 55/100.
Data updated Jul 15, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **highlighter makeup market data**
- **Units sold / yr**
- **60K–80K**
- avg 1,250–1,500/product
- **Revenue / yr**
- **$572K–$762K**
- units × avg price
- **Conversion rate**
- **3.0%**
- **Avg BSR**
- **#43**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **95%**
- **Out of stock**
- **1.0%**
- **Avg brand age**
- **51 months**
- **Avg seller age**
- **132 days**
## **Competition & brand share**
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**21 **▼falling
**Sellers**
**110**
**Top-5 brand share**
**70%**
Top 20: 99%
**Top-5 click share**
**41%**
Top 20: 84%
**Open market**
**24%**
- wet n wild28% - NYX PROFESSIONAL MAKEUP13% - e.l.f.11% - Revolution Beauty London11% - L'Oreal Paris7% - KYDA6%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -7.7% search growth over the last 90 days.
80K60KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/highlighter-makeup/trend)
## **Top highlighter makeup search terms**
- **highlighter makeup**1.3M/yr-6.5%2.8% conv. - **iluminadores de maquillaje**123K/yr-2.1%1.3% conv. - **makeup highlighter**98K/yr+0.4%2.2% conv. - **highlighters makeup**152K/yr-41.5%1.3% conv. - **face highlighters & luminizers**86K/yr-7.2%1.8% conv. - **highlight**78K/yr+5.2%2.0% conv. - **iluminador**67K/yr+12.3%0.9% conv. - **nyx highlighter**70K/yr-9.0%2.4% conv. - **highlighter powder**66K/yr-16.5%3.5% conv. - **face highlighter**50K/yr-3.3%2.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/highlighter-makeup/search-terms)
## **Top highlighter makeup 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%3%$20K6%$40K9%$60K12%$80K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**wet n wild MegaGlo Highlighting Powder Highlighter Makeup Shimmer Glow Pink Rose Gold Blossom Glow**wet n wild**$5.35**4.5★23,847 rev](https://www.amazon.com/dp/B073WMG59J) [2**NYX PROFESSIONAL MAKEUP Buttermelt Highlighter Powder Highlighter Makeup With Up to 12H Wear and High Impact Glow - 05 Bright and Butta (Light Champagne)**NYX PROFESSIONAL MAKEUP**$11.34**4.6★726 rev](https://www.amazon.com/dp/B0DZ2M8BNF) [3**wet n wild MegaGlo Highlighting Powder Warm Gold Golden Flower Crown**wet n wild**$5.70**4.5★23,847 rev](https://www.amazon.com/dp/B073WMPZZZ) [4**Revolution Reloaded Pressed Powder Highlighter Intensely Pigmented for a High Impact Dewy Finish Just My Type 0.22 Oz**Revolution Beauty London**$6.08**4.5★6,743 rev](https://www.amazon.com/dp/B07QPZH86C) [5**KYDA Face Highlighter Palette High Glossy Face Illuminator Palette Natural Glow Finish Pearl Shimmer Smooth Baked Powder Lasting Sparkling Champagne Highlighter Makeup-SUN GLOW**KYDA**$10.00**4.4★3,345 rev](https://www.amazon.com/dp/B09288DSSX)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era**e.l.f.**$8.96**969 rev6mo ago](https://www.amazon.com/dp/B0G1H4VG3X) [**e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Blush Money**e.l.f.**$8.95**969 rev6mo ago](https://www.amazon.com/dp/B0G1H24GPP) [**Milani Baked Highlighter - Long-Lasting Powder for Natural Radiant Glow- Buildable & Blendable Face Makeup with Lit-From-Within Finish- Vegan Cruelty-Free & Talc-Free Made in Italy Dolce Perla**Milani**$12.82**1,554 rev7mo ago](https://www.amazon.com/dp/B0G59WC8SQ) [**NYX PROFESSIONAL MAKEUP Buttermelt Highlighter Powder Highlighter Makeup With Up to 12H Wear and High Impact Glow - 05 Bright and Butta (Light Champagne)**NYX PROFESSIONAL MAKEUP**$11.34**726 rev7mo ago](https://www.amazon.com/dp/B0DZ2M8BNF) [**NYX PROFESSIONAL MAKEUP Buttermelt Highlighter Powder Highlighter Makeup With Up to 12H Wear and High Impact Glow - 15 U Butta Werk (Frosty Pink)**NYX PROFESSIONAL MAKEUP**$11.37**521 rev7mo ago](https://www.amazon.com/dp/B0DZ2NPYV2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NYX PROFESSIONAL MAKEUP Buttermelt Highlighter Powder Highlighter Makeup With Up to 12H Wear and High Impact Glow - 15 U Butta Werk (Frosty Pink)**NYX PROFESSIONAL MAKEUP**$11.37**4.7★**▲ 147%**](https://www.amazon.com/dp/B0DZ2NPYV2) [**Catrice | Under Eye Brightener | Conceal & Brighten Dark Circles | With Hyaluronic Acid & Shea Butter | Vegan Cruelty Free & Paraben Free (010 | Light Rose)**Catrice Cosmetics**$5.64**4.2★**▲ 136%**](https://www.amazon.com/dp/B09V1CPTR1) [**e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era**e.l.f.**$8.96**4.4★**▲ 127%**](https://www.amazon.com/dp/B0G1H4VG3X) [**Milani Baked Highlighter - Long-Lasting Powder for Natural Radiant Glow- Buildable & Blendable Face Makeup with Lit-From-Within Finish- Vegan Cruelty-Free & Talc-Free Made in Italy Dolce Perla**Milani**$12.82**4.6★**▲ 126%**](https://www.amazon.com/dp/B0G59WC8SQ) [**e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Blush Money**e.l.f.**$8.95**4.4★**▲ 89%**](https://www.amazon.com/dp/B0G1H24GPP)
**~~View all trending →~~**
## **What buyers say about highlighter makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Brightness/Shine/Glow**20%
*“Gives a glow”*
**Color**13%
*“Colors are beautiful”*
**Quality-Overall**10%
*“Very affordable for the quality”*
**Value For Money**9%
*“Excellent value”*
**Suitability Combination Skin**7%
*“Great on skin”*
**Soft Feel**5%
*“Soft and creamy”*
**Coverage**4%
*“Beautiful coverage”*
**Ease Of Application**3%
*“Easy application”*
**Ease Of Use**3%
*“Easy to put on”*
**Durability**3%
*“Its very durable”*
### **What buyers complain about **
**Color**8%
*“No color at all”*
**Brightness/Shine/Glow**6%
*“No glow”*
**Functionality-Overall**6%
*“No results”*
**Coverage**5%
*“did not cover dark circles”*
**Wrinkles**5%
*“Wrinkles show more”*
**Durability**4%
*“Breaks”*
**Value For Money**4%
*“Too expensive”*
**Moist/Dry**4%
*“not moisturizing enough”*
**Allergies**3%
*“Allergic”*
**Suitability Combination Skin**3%
*“made my skin look worse”*
### **Top return reasons **
**Color**38%
**Advertised Vs Actual Product**10%
**Brightness/Shine/Glow**9%
**Functionality-Overall**5%
**Defective Material/Parts**4%
**Product Condition**3%
**Value For Money**3%
**Coverage**3%
**Size-Overall**3%
**Weight Light**2%
## **Common questions**
- **Is highlighter makeup profitable to sell on Amazon United States?**
- The niche generates $670K/yr across 39 tracked products. 9 of 9 products launched in the last 360 days are still selling. 90-day search growth is -7.7%. Flapen's verdict: Worth a look (55/100).
- **How competitive is the highlighter makeup niche?**
- 21 brands and 110 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 70% of demand.
- **What do buyers complain about in highlighter makeup?**
- Top complaints mined from reviews: Color, Brightness/Shine/Glow, Functionality-Overall. The return rate is 1.2%.
- **When does demand for highlighter makeup peak?**
- Demand peaks in Dec; the busiest month runs 1.6× the quietest.
- **What does it cost to enter the highlighter makeup niche?**
- Listings span $4.20–$43.71; the average listing price is $9.53 (sweet spot $15–$100). The average incumbent carries 10,782 reviews — the moat a new listing must climb.
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