---
title: "Hsa Makeup — $274K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/hsa-makeup"
last_updated: "2026-08-11T14:37:52.358Z"
locale: en
meta:
description: "Niche score 53/100 · $274K/yr market · 279K searches/yr · $28.84 avg price. Soft demand (-10.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $274K/yr market · 279K searches/yr · $28.84 avg price. Soft demand (-10.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Hsa Makeup — $274K/yr Amazon US Niche (2026) - Flapen"
---
# **hsa makeup**
**Worth a look**
Shows low returns (1.0%), but soft demand (-10.1% this quarter) keeps it on the watch list.
Market size 50Growth 20Conversion 43Competition 60Returns 95Price range 76Avg price 95Brand share 54Review moat 24Quality gap 50
**Returns**
**Incredible****1.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****$28.84**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$6.20–$42.78**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****73%**
top-5 brand share — brands hold most of the demand
**Market size**
**Okay****$274K**
$274K/yr · 279K searches
**Quality gap**
**Good****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****3.4%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****6,134.66**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
7K5KSpike '26Mar '26Mar '26Apr '26May '26May '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/hsa-makeup/trend)
## **Top hsa makeup search terms**
- **hsa makeup**51K/yr-10.1%1.4% conv. - **clinique tinted moisturizer**20K/yr+25.2%3.6% conv. - **fsa eligible makeup**25K/yr-15.7%0.9% conv. - **face moisturizer fsa eligible**21K/yr-32.9%2.7% conv. - **fsa hsa moisturizer**21K/yr-25.5%1.0% conv. - **face moisturizer hsa eligible**14K/yr-13.1%2.2% conv. - **fsa eligible face moisturizer**18K/yr-26.2%2.6% conv. - **hsa moisturizer face**14K/yr-3.3%2.6% conv. - **aveeno clear complexion daily moisturizer**9K/yr+7.6%15.6% conv. - **hsa eligible face moisturizer**10K/yr+0.8%1.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/hsa-makeup/search-terms)
## **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.
0%5%$14K10%$27K15%$41K20%$55K1001K10K100K 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**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**$40.91**4.4★1,949 rev](https://www.amazon.com/dp/B07RQ732N5) [2**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**$15.80**4.6★8,667 rev](https://www.amazon.com/dp/B00006FRW7) [3**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**$41.19**4.4★1,949 rev](https://www.amazon.com/dp/B07RQ7CG75) [4**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**$41.68**4.4★1,949 rev](https://www.amazon.com/dp/B07RPNC2B5) [5**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**$42.78**4.8★1,273 rev](https://www.amazon.com/dp/B0CBT1N8Y7)
**~~View all top sellers →~~**
### **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**$17.67**18,982 rev6mo ago](https://www.amazon.com/dp/B0FY3Q3CYN) [**Geologie Skin Repair Moisturizer Face Cream | Clear System Retinol Resurfacing Formula | For Blemish Prone Skin with Niacinamide & Hyaluronic Acid | 60 ML**Geologie**$19.27**538 rev1y ago](https://www.amazon.com/dp/B0DQ65ST6V) [**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**$15.45**1,078 rev1y ago](https://www.amazon.com/dp/B0DCZ15SGD) [**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**$33.81**1,179 rev2y ago](https://www.amazon.com/dp/B0CS4NYT3R) [**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**$23.40**995 rev2y ago](https://www.amazon.com/dp/B0CRF6C8KD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$17.67**4.6★**▲ 321%**](https://www.amazon.com/dp/B0FY3Q3CYN) [**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**$33.81**4.0★**▲ 275%**](https://www.amazon.com/dp/B0CS4NYT3R) [**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**$12.36**4.4★**▲ 168%**](https://www.amazon.com/dp/B075X191YL) [**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**$23.40**4.2★**▲ 91%**](https://www.amazon.com/dp/B0CRF6C8KD) [**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**$41.26**4.6★**▲ 59%**](https://www.amazon.com/dp/B00BY55OI8)
**~~View all trending →~~**
## **What buyers say about hsa makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**11%
*“Super hydrating”*
**Suitability Combination Skin**10%
*“Great for your skin”*
**Quality-Overall**8%
*“Excellent Product”*
**Brightness/Shine/Glow**6%
*“Skin glowing”*
**Color**6%
*“Shade match”*
**Smell**5%
*“Amazing smell”*
**Soft Feel**5%
*“Its soft”*
**Weight Light**4%
*“feels really lightweight on my skin”*
**Coverage**3%
*“Excellent coverage”*
**Value For Money**3%
*“Great value for the money”*
### **What buyers complain about **
**Smell**22%
*“Unpleasant smell”*
**Allergies**8%
*“Irritated my skin”*
**Oily/Greasy**5%
*“Looks oily on”*
**Coverage**5%
*“Didnt cover enough for me”*
**Value For Money**4%
*“Expensive”*
**Color**4%
*“color not as described”*
**Moist/Dry**4%
*“Not as hydrating as I want it to be”*
**Skin Health**3%
*“It burned my skin”*
**Functionality-Overall**2%
*“It never worked”*
**Thickness**1%
*“I would say the cream starts a bit thick”*
### **Top return reasons **
**Color**19%
**Smell**17%
**Advertised Vs Actual Product**8%
**Coverage**7%
**Moist/Dry**6%
**Functionality-Overall**5%
**Product Condition**5%
**Size-Overall**3%
**Oily/Greasy**3%
**Value For Money**3%
## **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.
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