lip and cheek
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Avg price
Incredible$24.05avg listing price — sweet spot $15–$100
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Returns
Great1.8%return rate — above 5% kills the launch gate
Price range
Good$5.12–$36.14cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$504K$504K/yr · 1.3M searches
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Review moat
Okay1,571.58avg incumbent reviews — the moat a new listing must climb
Conversion
Bad1.6%search→purchase rate — share of searches ending in a sale
Growth
Bad-13.5%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, lip and cheek is a $504K/yr Amazon United States market (1.3M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 48/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
lip and cheek market data
- Units sold / yr
- 25K–30K
- avg 1,000–1,250/product
- Revenue / yr
- $601K–$722K
- units × avg price
- Conversion rate
- 1.6%
- Avg BSR
- #123
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 88%
- Out of stock
- 0.7%
- Avg brand age
- 48 months
- Avg seller age
- 123 days
Competition & brand share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
4 falling
Sellers
9
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
56%
Top 20: 95%
Open market
0%
- Milk Makeup96%
- Revolution Beauty London2%
- Lip Smacker1%
- e.l.f.1%
Demand & seasonality
Weekly Amazon search volume, last 75 weeks — -13.5% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.1×
Top lip and cheek search terms
- milk makeup709K/yr
- milk blush109K/yr
- jelly blush97K/yr
- milk jelly blush95K/yr
- milk cosmetics30K/yr
- jelly tint23K/yr
- milk make up23K/yr
- milk blush stick24K/yr
- milk makeup cooling water jelly tint46K/yr
- milk jelly18K/yr
Top lip and cheek 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
Milk Makeup Cooling Water Jelly Tint Long-Lasting Sheer Lip + Cheek Stain with Firming Vegan Collagen + Hydrating Aloe Transfer Proof Buildable Lip Tint + Blush Chill (Red) 0.17 oz
Milk Makeup$22.884.3★2,178 rev
Milk Makeup Lip + Cheek Stick Buildable Cream Blush + Lip Color w/Hydrating Mango Butter + Avocado Oil for a Natural Flush Long-Lasting Multiuse Vegan Formula Werk (Dusty Rose) 0.21 oz
Milk Makeup$22.244.3★2,831 rev
Milk Makeup Cooling Water Jelly Tint Long-Lasting Sheer Lip + Cheek Stain with Firming Vegan Collagen + Hydrating Aloe Transfer Proof Buildable Lip Tint + Blush Burst (Poppy Pink) 0.17 oz
Milk Makeup$22.744.3★2,178 rev
Milk Makeup Mini Must-Haves Set Includes 12HR Hydrating Face Primer (.33oz) + 12HR Setting Spray for Gripping Makeup (1.69oz) and Multi-Use Cream Blush Stick + Lip Color in Werk (Dusty Rose 0.10oz)
Milk Makeup$29.034.4★36 rev
Milk Makeup Hydro Grip Hydrating Gel Skin Tint 12HR Lightweight Buildable Coverage with Hyaluronic Acid for Natural Dewy Finish Non-Comedogenic 5 Light w/Neutral Undertones 1oz
Milk Makeup$35.584.4★580 rev
Newest
by launch date
Milk Makeup Bronzer Blush + Highlighter Full Size Trio Bronzer in Baked .19oz Cream Blush + Lip Color in Werk (Dusty Rose) .21oz + Highlighter Stick in Lit (Champagne) .21oz Hydrating Formulas
Milk Makeup$36.1450 rev
Milk Makeup Mini Must-Haves Set Includes 12HR Hydrating Face Primer (.33oz) + 12HR Setting Spray for Gripping Makeup (1.69oz) and Multi-Use Cream Blush Stick + Lip Color in Werk (Dusty Rose 0.10oz)
Milk Makeup$29.0336 rev
Milk Makeup Calming + Hydrating Jelly Skincare Serum Set Reduce the Look of Puffiness + Redness Brighten Skin + Minimize Look of Pores + Lines Cooling Water + Watermelon Jelly 0.21 oz each
Milk Makeup$32.6647 rev
Milk Makeup Hydro Grip Gel Concealer with Hyaluronic Acid 12HR Hydrating Concealer + Complexion Stick for Buildable Coverage with Dewy Finish 7 Medium w/Neutral Undertones .1oz
Milk Makeup$28.24591 rev
Milk Makeup Cooling Water Jelly Shimmer Buildable Face + Body Highlighter Stick for Sheer Shimmery Glow Long-Lasting Hydrating Glitter Free Formula Boba (Violet Blue) 0.17oz
Milk Makeup$28.46107 rev
Trending
90-day click momentumMilk Makeup Hydro Grip Gel Concealer with Hyaluronic Acid 12HR Hydrating Concealer + Complexion Stick for Buildable Coverage with Dewy Finish 7 Medium w/Neutral Undertones .1oz
Milk Makeup$28.244.2★
Milk Makeup Lip + Cheek Stick Buildable Cream Blush + Lip Color w/Hydrating Mango Butter + Avocado Oil for a Natural Flush Long-Lasting Multiuse Vegan Formula Quirk (Spiced Rose) 0.21 oz
Milk Makeup$21.824.3★
Milk Makeup Mini Must-Haves Set Includes 12HR Hydrating Face Primer (.33oz) + 12HR Setting Spray for Gripping Makeup (1.69oz) and Multi-Use Cream Blush Stick + Lip Color in Werk (Dusty Rose 0.10oz)
Milk Makeup$29.034.4★
Milk Makeup Hydro Grip Hydrating Gel Skin Tint 12HR Lightweight Buildable Coverage with Hyaluronic Acid for Natural Dewy Finish Non-Comedogenic 6 Light Medium w/Neutral to Cool Undertones 1oz
Milk Makeup$35.434.4★
Milk Makeup Bronzer Blush + Highlighter Full Size Trio Bronzer in Baked .19oz Cream Blush + Lip Color in Werk (Dusty Rose) .21oz + Highlighter Stick in Lit (Champagne) .21oz Hydrating Formulas
Milk Makeup$36.143.6★
What buyers say about lip and cheek
What buyers praise and complain about, mined from review topics.What buyers love
“Cute color also”
“Perfect boost to your skincare”
“hydrates the skin”
“Good quality”
“Makes your face soft”
“Quick and easy, great for keeping consistant”
“Easy application”
“giving me a really nice glow”
“Definitely worth the price”
“easy to use seems durable as well so if youre traveling with it”
What buyers complain about
“The color is way off”
“falls apart”
“The sizing is on the small size”
“Smells rancid”
“expensive”
“is really dry”
“Sticky Feel & Not Much Difference For Me”
“mild irritation are very real”
“and wasnt as good quality in my opinion”
“I dont have dry skin”
Top return reasons
Common questions
- Is lip and cheek profitable to sell on Amazon United States?
- The niche generates $504K/yr across 24 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is -13.5%. Flapen's verdict: Skip it (48/100).
- How competitive is the lip and cheek niche?
- 4 brands and 9 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in lip and cheek?
- Top complaints mined from reviews: Color, Durability, Size-Overall. The return rate is 1.8%.
- When does demand for lip and cheek peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.1× the quietest.
- What does it cost to enter the lip and cheek niche?
- Listings span $5.12–$36.14; the average listing price is $24.05 (sweet spot $15–$100). The average incumbent carries 1,572 reviews — the moat a new listing must climb.