---
title: "Lip Makeup — $355K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/lip-makeup"
last_updated: "2026-08-06T14:34:07.864Z"
locale: en
meta:
description: "Niche score 48/100 · $355K/yr market · 1.2M searches/yr · $10.66 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · $355K/yr market · 1.2M searches/yr · $10.66 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Lip Makeup — $355K/yr Amazon US Niche (2026) - Flapen"
---
# **lip makeup**
**Skip it**
Soft demand (-16.0% this quarter) — this niche doesn't clear our bar today.
Market size 53Growth 17Conversion 35Competition 76Returns 95Price range 44Avg price 39Brand share 37Review moat 20Quality gap 47
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Competition**
**Great****39%**
top-5 click share — an open shelf
**Market size**
**Good****$355K**
$355K/yr · 1.2M searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****$1.06–$25.89**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$10.66**
avg listing price — sweet spot $15–$100
**Brand share**
**Okay****83%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****2.8%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****13,753.68**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
35K25KSpike '26Oct '25Nov '25Jan '26Feb '26Mar '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/lip-makeup/trend)
## **Top lip makeup search terms**
- **lip makeup**421K/yr-24.3%0.3% conv. - **burts bees lip shimmer**151K/yr-4.8%5.1% conv. - **lip color**66K/yr+10.9%0.8% conv. - **tinted lip moisturizer**63K/yr-29.0%0.4% conv. - **burts bees lipstick**58K/yr-1.6%1.6% conv. - **morphe lipstick**33K/yr+33.0%0.3% conv. - **maybelline lifter glaze**93K/yr-47.1%5.5% conv. - **matte lip balm**33K/yr-2.5%0.8% conv. - **burts bees cocoa lip shimmer**53K/yr-43.9%1.2% conv. - **maybelline glaze oil lip balm**25K/yr-12.9%5.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/lip-makeup/search-terms)
## **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.
0%4%$14K8%$28K12%$43K16%$57K101001K10K100K1.0M 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**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**$6.82**4.3★6,720 rev](https://www.amazon.com/dp/B0F1DK5CGT) [2**NYX PROFESSIONAL MAKEUP Smushy Matte Lip Balm Tinted Lip Moisturizer with Soft Matte Finish - Snuggle SZN (Blush Nude)**NYX PROFESSIONAL MAKEUP**$8.27**4.5★1,252 rev](https://www.amazon.com/dp/B0F1P24X43) [3**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**$12.02**4.6★2,514 rev](https://www.amazon.com/dp/B0DKF34N9R) [4**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**$12.29**4.6★2,514 rev](https://www.amazon.com/dp/B0DKF249VM) [5**Burts Bees 100% Natural Moisturizing Lip Shimmer Plum - 1 Tube**Burt's Bees**$5.73**4.6★5,443 rev](https://www.amazon.com/dp/B006KBFXSC)
**~~View all top sellers →~~**
### **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**$9.00**57 rev3mo ago](https://www.amazon.com/dp/B0GFW1XT75) [**NYX PROFESSIONAL MAKEUP Smushy Matte Lip Balm Tinted Lip Moisturizer with Soft Matte Finish - Snuggle SZN (Blush Nude)**NYX PROFESSIONAL MAKEUP**$8.27**1,252 rev1y ago](https://www.amazon.com/dp/B0F1P24X43) [**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**$6.82**6,720 rev1y ago](https://www.amazon.com/dp/B0F1DK5CGT) [**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**$6.80**6,720 rev1y ago](https://www.amazon.com/dp/B0F1DF3FVD) [**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**$6.90**2,247 rev1y ago](https://www.amazon.com/dp/B0DQQNWRQS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$9.00**4.2★**▲ 469%**](https://www.amazon.com/dp/B0GFW1XT75) [**Burts Bees 100% Natural Moisturizing Lipstick Russet River 1 Tube**Burt's Bees**$12.28**4.3★**▲ 148%**](https://www.amazon.com/dp/B014VZUK86) [**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**$4.67**4.6★**▲ 103%**](https://www.amazon.com/dp/B0DHSXW873) [**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**$1.06**4.3★**▲ 68%**](https://www.amazon.com/dp/B0011291MO) [**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**$12.29**4.6★**▲ 58%**](https://www.amazon.com/dp/B0DKF249VM)
**~~View all trending →~~**
## **What buyers say about lip makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**35%
*“color is accurate”*
**Moist/Dry**10%
*“Super hydrating”*
**Soft Feel**8%
*“Nice and soft”*
**Quality-Overall**6%
*“The lipstick is great quality”*
**Value For Money**5%
*“Great value”*
**Durability**3%
*“Cute and durable”*
**Smell**3%
*“The scent is beautiful”*
**Brightness/Shine/Glow**3%
*“Nice shimmer”*
**Ease Of Application**3%
*“Easy application”*
**Ease Of Use**2%
*“easy to hold”*
### **What buyers complain about **
**Color**20%
*“Color is different”*
**Durability**11%
*“Didnt last”*
**Moist/Dry**7%
*“Bone Dry”*
**Value For Money**5%
*“Expensive”*
**Smell**4%
*“has strong unpleasant odor”*
**Size-Overall**3%
*“Really small”*
**Stain Resistance**3%
*“Not a reliable stain”*
**Quality-Overall**3%
*“Cheaply made”*
**Adhesion/Stickiness**3%
*“Not Sticky”*
**Advertised Vs Actual Product**3%
*“False advertisement”*
### **Top return reasons **
**Color**46%
**Stain Resistance**10%
**Advertised Vs Actual Product**10%
**Moist/Dry**4%
**Functionality-Overall**4%
**Product Condition**4%
**Smell**3%
**Value For Money**2%
**Adhesion/Stickiness**2%
**Size-Overall**2%
## **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.
## **Related niches in Beauty & Personal Care**
- 75 [**bio oil lotion**](https://flapen.com/research/us/beauty-personal-care/bio-oil-lotion)$654K/yr+95.9%**Worth a look**- 75 [**glossier futuredew serum**](https://flapen.com/research/us/beauty-personal-care/glossier-futuredew-serum)$344K/yr+383.6%**Worth a look**- 75 [**press on toenails**](https://flapen.com/research/us/beauty-personal-care/press-on-toenails)$2.4M/yr+79.4%**Launch it**- 75 [**skulta deep peptide eye mask**](https://flapen.com/research/us/beauty-personal-care/skulta-deep-peptide-eye-mask)$58K/yr>1,000%**Worth a look**- 75 [**mineral sunscreen spray**](https://flapen.com/research/us/beauty-personal-care/mineral-sunscreen-spray)$3.8M/yr+183.8%**Launch it**- 76 [**collagen oil**](https://flapen.com/research/us/beauty-personal-care/collagen-oil)$344K/yr+116.2%**Worth a look**[**All Beauty & Personal Care niches **](https://flapen.com/research/us/beauty-personal-care)