---
title: "Makeup and Skincare — $19K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/makeup-and-skincare"
last_updated: "2026-08-11T10:40:43.092Z"
locale: en
meta:
description: "Niche score 28/100 · $19K/yr market · 70K searches/yr · $11.55 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 28/100 · $19K/yr market · 70K searches/yr · $11.55 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Makeup and Skincare — $19K/yr Amazon US Niche (2026) - Flapen"
---
# **makeup and skincare**
**Skip it**
A small market ($19K/yr) — this niche doesn't clear our bar today.
Market size 5Growth 20Conversion 29Competition 12Returns 96Price range 28Avg price 46Brand share 17Review moat 25Quality gap 32
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Avg price**
**Okay****$11.55**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.3%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Okay****$5.75–$18.61**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Bad****4,601.89**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-10.3%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Competition**
**Bad****85%**
top-5 click share — a locked-up shelf
**Market size**
**Bad****$19K**
$19K/yr · 70K searches
According to Flapen's Amazon United States niche tracking, makeup and skincare is a $19K/yr Amazon United States market (70K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 28/100.
Data updated Jul 16, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **makeup and skincare market data**
- **Units sold / yr**
- **2K–2K**
- avg 100–250/product
- **Revenue / yr**
- **$17K–$23K**
- units × avg price
- **Conversion rate**
- **2.3%**
- **Avg BSR**
- **#154**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **100%**
- **Out of stock**
- **0.5%**
- **Avg brand age**
- **41 months**
- **Avg seller age**
- **124 days**
## **Competition & brand share**
The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**7 **▼falling
**Sellers**
**14**
**Top-5 brand share**
**93%**
Top 20: 100%
**Top-5 click share**
**85%**
Top 20: 100%
**Open market**
**3%**
- Bubble Skincare75% - Deepmind5% - Evolvique5% - LAIKOU5% - kickleen4% - BAIMEI3% - Open — no brand owns it (1 brand, 3%)
## **Demand & seasonality**
Weekly Amazon search volume, last 84 weeks — -10.3% search growth over the last 90 days.
10K6KSpike '25Black Friday '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Jan, Dec · busiest ÷ quietest = 4.8×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/makeup-and-skincare/trend)
## **Top makeup and skincare search terms**
- **cute skincare**32K/yr-18.7%0.2% conv. - **bubble level up**6K/yr+56.8%8.1% conv. - **cute skin care**11K/yr-25.4%0.1% conv. - **kawaii skincare**9K/yr-20.2%0.0% conv. - **bubble level up moisturizer**5K/yr+17.3%7.5% conv. - **bubble skincare level up**2K/yr+8.2%4.6% conv. - **kawaii skin care**3K/yr-23.5%0.0% conv. - **level up bubble moisturizer**2K/yr-13.2%6.8% conv. - **level up bubble**799/yr-4.4%9.9% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/makeup-and-skincare/search-terms)
## **Top makeup and skincare 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%20%$4K40%$8K60%$11K80%$15K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 9 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Bubble Skincare Level Up Gel Face Moisturizer for Oily Skin -Travel Size Lightweight Gel Moisturizer Balancing + Hydrating Face Lotion with Niacinamide + Zinc to Improve Texture + Reduce Shine (50ml)**Bubble Skincare**$13.70**4.6★3,076 rev](https://www.amazon.com/dp/B0BSYJYQY2) [2**Bubble Skincare Slam Dunk Hydrating Face Moisturizer - Travel Size Lightweight Face Lotion with Vitamin E + Aloe Vera - Daily Facial Moisturizer for Normal + Dry Skin with Blue Light Protection (50ml)**Bubble Skincare**$13.90**4.7★7,045 rev](https://www.amazon.com/dp/B0BSZ23FTF) [3**2 PCS Bee Lip Balm Lip Mask Honey Pot Honey & Strawberry Lip Mask Propolis Moisturizing Lip Balm Hydrating Prevention Dry & Cracked Lip Sleeping Mask Birthday Party Favors Bulk Gifts for Women & Girls**Deepmind**$7.94**4.5★2,962 rev](https://www.amazon.com/dp/B0B9JGWZC7) [4**Skincare Set Sakura Teen Girls Gifts Christmas Birthday - Skin Care Set for girls Ages 8-12 - Hydrating Skincare for Teens 10-12 - Travel Size Facial Kit for Women with Cleanser Bunny Headband5pcs**Evolvique**$18.61**4.6★268 rev](https://www.amazon.com/dp/B0DDNNVBBM) [5**LAIKOU Skin Care Set JAPAN SAKURA Women Beauty Gift Sets Skin Care Kit with Cleanser Toner Serum Eye Cream Face Cream Travel Kit for Women Teen Girls Mom Daughter Birthday TSA-friendly Sizes 5pcs**LAIKOU**$11.24**4.6★1,873 rev](https://www.amazon.com/dp/B0CN8D2JY7)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Skincare Set Sakura Teen Girls Gifts Christmas Birthday - Skin Care Set for girls Ages 8-12 - Hydrating Skincare for Teens 10-12 - Travel Size Facial Kit for Women with Cleanser Bunny Headband5pcs**Evolvique**$18.61**268 rev1y ago](https://www.amazon.com/dp/B0DDNNVBBM) [**Bubble Skincare Cloud Surf Water Cream Moisturizer - Mattifying & Hydrating Moisturizer for Oily Skin - Lightweight Travel Face Moisturizer to Help Minimize Pores - Normal to Combination Skin (50ml)**Bubble Skincare**$14.13**1,100 rev2y ago](https://www.amazon.com/dp/B0CY9X9FQQ) [**LAIKOU Skin Care Set JAPAN SAKURA Women Beauty Gift Sets Skin Care Kit with Cleanser Toner Serum Eye Cream Face Cream Travel Kit for Women Teen Girls Mom Daughter Birthday TSA-friendly Sizes 5pcs**LAIKOU**$11.24**1,873 rev2y ago](https://www.amazon.com/dp/B0CN8D2JY7) [**50-Count Kickleen Compressed Cellulose Heart Shape Facial Sponges | Natural Cosmetic Spa Sponges for Facial Cleansing | Exfoliating | Makeup Mask Removal | Reusable | Skin Massage (50 Count (Pink))**kickleen**$5.75**1,041 rev3y ago](https://www.amazon.com/dp/B0D9Y2SMMD) [**Bubble Skincare Level Up Gel Face Moisturizer for Oily Skin -Travel Size Lightweight Gel Moisturizer Balancing + Hydrating Face Lotion with Niacinamide + Zinc to Improve Texture + Reduce Shine (50ml)**Bubble Skincare**$13.70**3,076 rev3y ago](https://www.amazon.com/dp/B0BSYJYQY2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Skincare Set Sakura Teen Girls Gifts Christmas Birthday - Skin Care Set for girls Ages 8-12 - Hydrating Skincare for Teens 10-12 - Travel Size Facial Kit for Women with Cleanser Bunny Headband5pcs**Evolvique**$18.61**4.6★**▲ 76%**](https://www.amazon.com/dp/B0DDNNVBBM) [**Bubble Skincare Cloud Surf Water Cream Moisturizer - Mattifying & Hydrating Moisturizer for Oily Skin - Lightweight Travel Face Moisturizer to Help Minimize Pores - Normal to Combination Skin (50ml)**Bubble Skincare**$14.13**4.7★**▲ 31%**](https://www.amazon.com/dp/B0CY9X9FQQ) [**Bubble Skincare Level Up Gel Face Moisturizer for Oily Skin -Travel Size Lightweight Gel Moisturizer Balancing + Hydrating Face Lotion with Niacinamide + Zinc to Improve Texture + Reduce Shine (50ml)**Bubble Skincare**$13.70**4.6★**— 5%**](https://www.amazon.com/dp/B0BSYJYQY2) [**BAIMEI IcyMe Ice Roller for Face and Gua Sha Facial Tool Set Ice Face Roller Reduces Puffiness Relieves Migraines Skin Care Tools Self Care for Women - Pink**BAIMEI**$8.01**4.5★**— 4%**](https://www.amazon.com/dp/B09R1KX4C2) [**TONYMOLY Tako Pore Blackhead Remover Scrub Stick Charcoal & Dead Sea Salt Exfoliator for Blackheads Whiteheads Pore Cleansing & Oil Control 0.8 oz**TONYMOLY**$10.63**4.0★**— 4%**](https://www.amazon.com/dp/B075GWQMP6)
**~~View all trending →~~**
## **What buyers say about makeup and skincare**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**13%
*“Its Moisturizing”*
**Quality-Overall**11%
*“I believe the price was fair for the quality offered”*
**Value For Money**9%
*“Worth it”*
**Soft Feel**9%
*“my skin is so soft”*
**Suitability Combination Skin**8%
*“Great for skin”*
**Ease Of Use**8%
*“Easy to use”*
**Gifting Purpose**5%
*“Cute gift”*
**Cleansing**4%
*“They work great when cleansing the skin on a daily basis”*
**Advertised Vs Actual Product**4%
*“Just what I was looking for”*
**Efficiency**3%
*“This works well”*
### **What buyers complain about **
**Functionality-Overall**14%
*“Doesn't do anything”*
**Smell**8%
*“it smells kind of weird like burnt fire wood or just like fire”*
**Durability**8%
*“Doesnt last”*
**Size-Overall**7%
*“so the containers are smaller than they may appear in the photos”*
**Value For Money**5%
*“mad expensive”*
**Allergies**4%
*“leaves a weird feeling in the skin”*
**Instructions/User Manual/Troubleshooting**3%
*“Followed instructions”*
**Advertised Vs Actual Product**3%
*“Did not work as advertised”*
**Moist/Dry**2%
*“if anything, it just feels like Im rubbing a dry, waxy crayon over my face”*
**Skin Health**2%
*“which might be uncomfortable for sensitive skin”*
### **Top return reasons **
**Functionality-Overall**18%
**Adhesion/Stickiness**14%
**Defective Material/Parts**12%
**Advertised Vs Actual Product**10%
**Size-Overall**8%
**Smell**5%
**Value For Money**4%
**Moist/Dry**4%
**Product Condition**4%
**Leak-Proof**2%
## **Common questions**
- **Is makeup and skincare profitable to sell on Amazon United States?**
- The niche generates $19K/yr across 9 tracked products. 90-day search growth is -10.3%. Flapen's verdict: Skip it (28/100).
- **How competitive is the makeup and skincare niche?**
- 7 brands and 14 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 93% of demand.
- **What do buyers complain about in makeup and skincare?**
- Top complaints mined from reviews: Functionality-Overall, Smell, Durability. The return rate is 0.7%.
- **When does demand for makeup and skincare peak?**
- Demand peaks in Jan–Dec; the busiest month runs 4.8× the quietest.
- **What does it cost to enter the makeup and skincare niche?**
- Listings span $5.75–$18.61; the average listing price is $11.55 (sweet spot $15–$100). The average incumbent carries 4,602 reviews — the moat a new listing must climb.
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