Is makeup cleanser profitable to sell on Amazon United States?

The niche generates $8.8M/yr across 14 tracked products. 90-day search growth is +3.6%. Flapen's verdict: Skip it (48/100).

How competitive is the makeup cleanser niche?

4 brands and 74 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in makeup cleanser?

Top complaints mined from reviews: Smell, Allergies, Oily/Greasy. The return rate is 0.4%.

When does demand for makeup cleanser peak?

Demand peaks in Jan–Feb–Mar–Apr–May–Jun; the busiest month runs 9.9× the quietest.

What does it cost to enter the makeup cleanser niche?

Listings span $3.80–$18.33; the average listing price is $11.20 (sweet spot $15–$100). The average incumbent carries 35,665 reviews — the moat a new listing must climb.

makeup cleanser

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Market size

Incredible$8.8M

$8.8M/yr · 4.3M searches

Conversion

Incredible18.3%

search→purchase rate — share of searches ending in a sale

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Avg price

Okay$11.20

avg listing price — sweet spot $15–$100

Growth

Okay+3.6%

90-day search growth — must beat 0% to launch

Competition

Bad72%

top-5 click share — a locked-up shelf

Price range

Bad$3.80–$18.33

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Review moat

Bad35,664.86

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, makeup cleanser is a $8.8M/yr Amazon United States market (4.3M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb–Mar–Apr–May–Jun. Verdict: Skip it — 48/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

makeup cleanser market data

Units sold / yr: 600K–800K; avg 50,000–60,000/product
Revenue / yr: $6.7M–$9.0M; units × avg price
Conversion rate: 18.3%
Avg BSR: #36
Page quality: 0%
Prime: 100%
Sponsored: 79%
Out of stock: 0.0%
Avg brand age: 64 months
Avg seller age: 132 days

Competition & brand share

The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

72%

Top 20: 100%

Open market

Garnier88%
Bioderma8%
La Roche-Posay2%
Dickinson's2%

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — +3.6% search growth over the last 90 days.

Peak months: Jan, Feb, Mar, Apr, May, Jun · busiest ÷ quietest = 9.9×

Open Trend

Top makeup cleanser search terms

micellar water2.4M/yr +3.5%17.3% conv.
micellar water makeup remover614K/yr -4.4%19.4% conv.
garnier micellar water427K/yr +2.8%14.0% conv.
micellar cleansing water188K/yr +11.3%17.5% conv.
agua micelar178K/yr +2.5%5.4% conv.
garnier micellar cleansing water88K/yr +5.5%17.6% conv.
misclear cleansing water55K/yr +5.9%22.1% conv.
cleansing water66K/yr +10.9%5.0% conv.
micellar34K/yr +30.5%8.7% conv.
garnier makeup remover35K/yr +11.3%10.7% conv.

All search terms

Top makeup cleanser 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Garnier Micellar Water Hydrating Facial Cleanser & Makeup Remover Suitable for Sensitive Skin Vegan Cruelty Free 13.5 Fl Oz (400mL) 1 Count

Garnier$8.454.7★73,935 rev

Garnier Micellar Water For Waterproof Makeup Hydrating Facial Cleanser & Makeup Remover Suitable for Sensitive Skin Vegan Cruelty Free 13.5 Fl Oz (400mL) 1 Count

Garnier$8.454.7★48,936 rev

Garnier Micellar Water Hydrating Facial Cleanser & Makeup Remover Suitable for Sensitive Skin Vegan Cruelty Free 13.5 Fl Oz (400mL) 2 Count

Garnier$16.474.7★73,935 rev

Garnier Micellar Cleansing Water All-in-1 Makeup Remover and Facial Cleanser For All Skin Types 3.4 Fl Oz (100mL) 1 Count (Packaging May Vary)

Garnier$3.804.7★73,935 rev

Garnier Micellar Water with Vitamin C Facial Cleanser & Makeup Remover Brightening & Hydrating For All Skin Types Vegan Cruelty Free 13.5 Fl Oz (400mL) 1 Count

Garnier$8.414.7★17,102 rev

Newest

by launch date

Garnier Micellar Water with Salicylic Acid All-in-1 Mattifying Facial Cleanser and Makeup Remover for Oily and Acne Prone Skin 13.5 Fl Oz

Garnier$8.391,194 rev

1y ago

Garnier Micellar Water with Hyaluronic Acid Facial Cleanser & Makeup Remover Hydrating and Plumping For All Skin Types Vegan Cruelty Free 13.5 Fl Oz (400mL) 1 Count

Garnier$8.415,364 rev

3y ago

Dickinsons Micellar Cleansing Witch Hazel An All-in-1 Makeup Remover Pore Refiner Skin Cleanser and Toner; Alcohol Free with Aloe for Sensitive Skin 16oz

Dickinson's$5.621,984 rev

4y ago

Garnier Micellar Water with Hyaluronic Acid Facial Cleanser & Makeup Remover Hydrating and Plumping For All Skin Types Vegan Cruelty Free 13.5 Fl Oz (400mL) 2 Count

Garnier$15.845,364 rev

4y ago

Garnier Micellar Water with Vitamin C Facial Cleanser & Makeup Remover Brightening & Hydrating For All Skin Types Vegan Cruelty Free 13.5 Fl Oz (400mL) 1 Count

Garnier$8.4117,102 rev

5y ago

What buyers say about makeup cleanser

What buyers praise and complain about, mined from review topics.

What buyers love

Cleansing13%

“It feels clean”

Ease Of Cleaning11%

“Good Cleanser”

Soft Feel10%

“So soft”

Quality-Overall8%

“Very good product for everyday use”

Suitability Combination Skin8%

“works well even on sensitive skin”

Value For Money6%

“Good price”

Ease Of Use5%

“Easy to use”

Efficiency4%

“it does well”

Suitability Dry Skin4%

“My skin feels clean but not dry”

Moist/Dry4%

“doesnt leave my skin dry”

What buyers complain about

Smell20%

“Awful smell”

Allergies6%

“Allergy”

Oily/Greasy5%

“Too oily feeling”

Water Resistance5%

“I don't have this reaction to the waterproof version”

Ease Of Cleaning5%

“Im not sure how well it cleans either”

Functionality-Overall4%

“Not effective”

Size-Overall4%

“This particular bottle was smaller than I thought”

Ease Of Use3%

“Lid difficult to open”

Skin Health3%

“Sometimes it does burn my skin though”

Leak-Proof2%

“leaking on other products”

Top return reasons

Leak-Proof19%

Size-Overall16%

Value For Money13%

Advertised Vs Actual Product8%

Functionality-Overall7%

Smell6%