hsa makeup
Worth a lookShows low returns (1.0%), but soft demand (-10.1% this quarter) keeps it on the watch list.
Returns
Incredible1.0%return rate — above 5% kills the launch gate
Avg price
Incredible$28.84avg listing price — sweet spot $15–$100
Price range
Great$6.20–$42.78cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Brand share
Good73%top-5 brand share — brands hold most of the demand
Market size
Okay$274K$274K/yr · 279K searches
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay3.4%search→purchase rate — share of searches ending in a sale
Review moat
Bad6,134.66avg incumbent reviews — the moat a new listing must climb
Growth
Bad-10.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, hsa makeup is a $274K/yr Amazon United States market (279K searches/yr). The top 5 brands hold 73% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
hsa makeup market data
- Units sold / yr
- 13K–15K
- avg 100–250/product
- Revenue / yr
- $361K–$433K
- units × avg price
- Conversion rate
- 3.4%
- Avg BSR
- #217
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 80%
- Out of stock
- 3.4%
- Avg brand age
- 79 months
- Avg seller age
- 126 days
Competition & brand share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
80
Top-5 brand share
73%
Top 20: 100%
Top-5 click share
49%
Top 20: 82%
Open market
24%
- Clinique41%
- Aveeno18%
- La Roche-Posay6%
- Geologie5%
- Neutrogena3%
- Paula's Choice3%
Demand
Weekly Amazon search volume, last 20 weeks — -10.1% search growth over the last 90 days.Top hsa makeup search terms
- hsa makeup51K/yr
- clinique tinted moisturizer20K/yr
- fsa eligible makeup25K/yr
- face moisturizer fsa eligible21K/yr
- fsa hsa moisturizer21K/yr
- face moisturizer hsa eligible14K/yr
- fsa eligible face moisturizer18K/yr
- hsa moisturizer face14K/yr
- aveeno clear complexion daily moisturizer9K/yr
- hsa eligible face moisturizer10K/yr
Top hsa 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Clinique Moisture Surge Sheertint Hydrator Broad Spectrum SPF 25 | Tinted Moisturizer With SPF Hyaluronic Acid + Aloe Water | Sheer Coverage Natural Finish Skin Tint Light 1.4 Fl Oz
Clinique$40.914.4★1,949 rev
Aveeno Positively Radiant Clear Complexion Face Moisturizer Acne Facial Lotion with Soy and Salicylic Acid for Oily Skin Hypoallergenic Formula Paraben-Free Non-Comedogenic Pump 4 Fl Oz
Aveeno$15.804.6★8,667 rev
Clinique Moisture Surge Sheertint Hydrator Broad Spectrum SPF 25 | Tinted Moisturizer With SPF Hyaluronic Acid + Aloe Water | Sheer Coverage Natural Finish Skin Tint Medium 1.4 Fl Oz
Clinique$41.194.4★1,949 rev
Clinique Moisture Surge Sheertint Hydrator Broad Spectrum SPF 25 | Tinted Moisturizer With SPF Hyaluronic Acid + Aloe Water | Sheer Coverage Natural Finish Skin Tint Light Medium 1.4 Fl Oz
Clinique$41.684.4★1,949 rev
Clinique Moisture Surge Broad Spectrum SPF 28 Sheer Hydrator Face Moisturizer With SPF Hyaluronic Acid Aloe Bioferment + Provitamin D | Hydrating + Protecting 1.7 Fl Oz
Clinique$42.784.8★1,273 rev
Newest
by launch date
First Aid Beauty - Ultra Repair Cream - Hydrating Face & Body Moisturizer - Whipped Colloidal Oatmeal Clinically Proven to Strengthen Skin Barrier in 7 Days - Helps Relieve Eczema 2 oz Travel Size
First Aid Beauty$17.6718,982 rev
Geologie Skin Repair Moisturizer Face Cream | Clear System Retinol Resurfacing Formula | For Blemish Prone Skin with Niacinamide & Hyaluronic Acid | 60 ML
Geologie$19.27538 rev
Cay Skin Isle Lip Balm SPF 30 High Shine Hydrating + Sheer Lip Gloss in Vanilla Brown Sugar Flavor Formulated with Natural Ingredients for All Skin Tones Nude Ting 0.35 oz
Cay Skin$15.451,078 rev
Kopari Rose Gold Sunglaze Sheer Body Mist Sunscreen SPF 42 Infused with Shimmering Body Oil Hydrating Mist Hydrates Brightens Makeup Friendly Gives Skin a Glowy Finish Lightweight
Kopari$33.811,179 rev
Naked Sundays SPF 50 Hydrating Glow Sunscreen Mist for Face SPF Setting Spray with Hyaluronic Acid Makeup Setting Spray Lightweight Non-Greasy Hydration 75ml
Naked Sundays$23.40995 rev
Trending
90-day click momentumFirst Aid Beauty - Ultra Repair Cream - Hydrating Face & Body Moisturizer - Whipped Colloidal Oatmeal Clinically Proven to Strengthen Skin Barrier in 7 Days - Helps Relieve Eczema 2 oz Travel Size
First Aid Beauty$17.674.6★
Kopari Rose Gold Sunglaze Sheer Body Mist Sunscreen SPF 42 Infused with Shimmering Body Oil Hydrating Mist Hydrates Brightens Makeup Friendly Gives Skin a Glowy Finish Lightweight
Kopari$33.814.0★
Neutrogena SkinClearing Pressed Mineral Powder Compact for Acne Prone Skin Oil Absorbing Acne Makeup with Salicylic Acid helps to Cover Treat & Prevent Breakouts Honey 85 .38 oz
Neutrogena$12.364.4★
Naked Sundays SPF 50 Hydrating Glow Sunscreen Mist for Face SPF Setting Spray with Hyaluronic Acid Makeup Setting Spray Lightweight Non-Greasy Hydration 75ml
Naked Sundays$23.404.2★
Clinique Moisture Surge Daily CC Cream Hydrating Colour Corrector Broad Spectrum SPF 30 Tinted Moisturizer For All Skin Types | Medium Coverage Natural Finish Light Medium 1.35 Fl Oz
Clinique$41.264.6★
What buyers say about hsa makeup
What buyers praise and complain about, mined from review topics.What buyers love
“Super hydrating”
“Great for your skin”
“Excellent Product”
“Skin glowing”
“Shade match”
“Amazing smell”
“Its soft”
“feels really lightweight on my skin”
“Excellent coverage”
“Great value for the money”
What buyers complain about
“Unpleasant smell”
“Irritated my skin”
“Looks oily on”
“Didnt cover enough for me”
“Expensive”
“color not as described”
“Not as hydrating as I want it to be”
“It burned my skin”
“It never worked”
“I would say the cream starts a bit thick”
Top return reasons
Common questions
- Is hsa makeup profitable to sell on Amazon United States?
- The niche generates $274K/yr across 35 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -10.1%. Flapen's verdict: Worth a look (53/100).
- How competitive is the hsa makeup niche?
- 18 brands and 80 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 73% of demand.
- What do buyers complain about in hsa makeup?
- Top complaints mined from reviews: Smell, Allergies, Oily/Greasy. The return rate is 1.0%.
- What does it cost to enter the hsa makeup niche?
- Listings span $6.20–$42.78; the average listing price is $28.84 (sweet spot $15–$100). The average incumbent carries 6,135 reviews — the moat a new listing must climb.