lip makeup
Skip itSoft demand (-16.0% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Competition
Great39%top-5 click share — an open shelf
Market size
Good$355K$355K/yr · 1.2M searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay$1.06–$25.89cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$10.66avg listing price — sweet spot $15–$100
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Conversion
Okay2.8%search→purchase rate — share of searches ending in a sale
Review moat
Bad13,753.68avg incumbent reviews — the moat a new listing must climb
Growth
Bad-16.0%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, lip makeup is a $355K/yr Amazon United States market (1.2M searches/yr). The top 5 brands hold 83% of demand. Verdict: Skip it — 48/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
lip makeup market data
- Units sold / yr
- 30K–40K
- avg 500–750/product
- Revenue / yr
- $320K–$426K
- units × avg price
- Conversion rate
- 2.8%
- Avg BSR
- #132
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 82%
- Out of stock
- 1.3%
- Avg brand age
- 56 months
- Avg seller age
- 126 days
Competition & brand share
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
18 falling
Sellers
527
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
39%
Top 20: 71%
Open market
14%
- Burt's Bees40%
- NYX PROFESSIONAL MAKEUP18%
- MAYBELLINE16%
- e.l.f.6%
- REVLON3%
- Clinique3%
- Open — no brand owns it (12 brands, 14%)
Demand
Weekly Amazon search volume, last 41 weeks — -16.0% search growth over the last 90 days.Top lip makeup search terms
- lip makeup421K/yr
- burts bees lip shimmer151K/yr
- lip color66K/yr
- tinted lip moisturizer63K/yr
- burts bees lipstick58K/yr
- morphe lipstick33K/yr
- maybelline lifter glaze93K/yr
- matte lip balm33K/yr
- burts bees cocoa lip shimmer53K/yr
- maybelline glaze oil lip balm25K/yr
Top lip 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
Maybelline Lifter Glaze Oil Balm with Hyaluronic Acid and Hydrating Oil Blend Lip Balm with 24HRs of Smooth Moisturizing Shine Berry Haze (Sheer Cool Mauve)
MAYBELLINE$6.824.3★6,720 rev
NYX PROFESSIONAL MAKEUP Smushy Matte Lip Balm Tinted Lip Moisturizer with Soft Matte Finish - Snuggle SZN (Blush Nude)
NYX PROFESSIONAL MAKEUP$8.274.5★1,252 rev
Burts Bees Lip Shimmer Nude Collection Tinted Lip Balm Stick Moisturizing for All Day Hydration with Natural Glowy Pigmented Finish & Buildable Color 3 Warm Shades Value Pack 0.09 oz. Three Tubes
Burt's Bees$12.024.6★2,514 rev
Burts Bees Lip Shimmer Pink Collection Tinted Lip Balm Stick Moisturizing for All Day Hydration with Natural Glowy Pigmented Finish & Buildable Color 3 Shades Value Pack 0.09 oz. Three Tubes
Burt's Bees$12.294.6★2,514 rev
Burts Bees 100% Natural Moisturizing Lip Shimmer Plum - 1 Tube
Burt's Bees$5.734.6★5,443 rev
Newest
by launch date
NYX PROFESSIONAL MAKEUP Simpson Smushy Matte Lip Balm Buildable and Blurring Lip Makeup The Simpsons Collaboration Vegan & Cruelty-Free - Smarty Pink (Pink)
NYX PROFESSIONAL MAKEUP$9.0057 rev
NYX PROFESSIONAL MAKEUP Smushy Matte Lip Balm Tinted Lip Moisturizer with Soft Matte Finish - Snuggle SZN (Blush Nude)
NYX PROFESSIONAL MAKEUP$8.271,252 rev
Maybelline Lifter Glaze Oil Balm with Hyaluronic Acid and Hydrating Oil Blend Lip Balm with 24HRs of Smooth Moisturizing Shine Berry Haze (Sheer Cool Mauve)
MAYBELLINE$6.826,720 rev
MAYBELLINE Lifter Glaze Oil Balm with Hyaluronic Acid and Hydrating Oil Blend Lip Balm with 24HRs of Smooth Moisturizing Shine Pink Drip (Sheer Baby Pink)
MAYBELLINE$6.806,720 rev
Burts Bees Tinted Boosted Balm Misty Mauve Hydrating Tinted Lip Balm with Vitamin C E and F Core 24 Hour Lip Moisturizer with Responsibly Sourced Beeswax 100% Natural Origin 1 Count 0.16oz
Burt's Bees$6.902,247 rev
Trending
90-day click momentumNYX PROFESSIONAL MAKEUP Simpson Smushy Matte Lip Balm Buildable and Blurring Lip Makeup The Simpsons Collaboration Vegan & Cruelty-Free - Smarty Pink (Pink)
NYX PROFESSIONAL MAKEUP$9.004.2★
Burts Bees 100% Natural Moisturizing Lipstick Russet River 1 Tube
Burt's Bees$12.284.3★
Burts Bees Shimmer Lip Tint Tinted Lip Balm Stick Moisturizing for All Day Hydration with Natural Glowy Pigmented Finish & Buildable Color Watermelon 1 Tube 0.09 oz.
Burt's Bees$4.674.6★
wet n wild Silk Finish Lipstick Hydrating Rich Buildable Lip Color Formulated with Vitamins A E & Macadamia for Ultimate Hydration Cruelty-Free & Vegan - Dark Pink Frost
wet n wild$1.064.3★
Burts Bees Lip Shimmer Pink Collection Tinted Lip Balm Stick Moisturizing for All Day Hydration with Natural Glowy Pigmented Finish & Buildable Color 3 Shades Value Pack 0.09 oz. Three Tubes
Burt's Bees$12.294.6★
What buyers say about lip makeup
What buyers praise and complain about, mined from review topics.What buyers love
“color is accurate”
“Super hydrating”
“Nice and soft”
“The lipstick is great quality”
“Great value”
“Cute and durable”
“The scent is beautiful”
“Nice shimmer”
“Easy application”
“easy to hold”
What buyers complain about
“Color is different”
“Didnt last”
“Bone Dry”
“Expensive”
“has strong unpleasant odor”
“Really small”
“Not a reliable stain”
“Cheaply made”
“Not Sticky”
“False advertisement”
Top return reasons
Common questions
- Is lip makeup profitable to sell on Amazon United States?
- The niche generates $355K/yr across 50 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -16.0%. Flapen's verdict: Skip it (48/100).
- How competitive is the lip makeup niche?
- 18 brands and 527 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 83% of demand.
- What do buyers complain about in lip makeup?
- Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 0.9%.
- What does it cost to enter the lip makeup niche?
- Listings span $1.06–$25.89; the average listing price is $10.66 (sweet spot $15–$100). The average incumbent carries 13,754 reviews — the moat a new listing must climb.