makeup cleansing balm
Worth a lookShows low returns (0.9%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Conversion
Great10.3%search→purchase rate — share of searches ending in a sale
Avg price
Good$14.49avg listing price — sweet spot $15–$100
Brand share
Good67%top-5 brand share — brands hold most of the demand
Price range
Good$4.95–$32.09cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$548K$548K/yr · 369K searches
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+4.4%90-day search growth — must beat 0% to launch
Review moat
Bad5,795.44avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, makeup cleansing balm is a $548K/yr Amazon United States market (369K searches/yr). The top 5 brands hold 67% of demand. Verdict: Worth a look — 57/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
makeup cleansing balm market data
- Units sold / yr
- 30K–40K
- avg 1,250–1,500/product
- Revenue / yr
- $435K–$580K
- units × avg price
- Conversion rate
- 10.3%
- Avg BSR
- #53
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 85%
- Out of stock
- 5.0%
- Avg brand age
- 59 months
- Avg seller age
- 133 days
Competition & brand share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
18 flat
Sellers
83
Top-5 brand share
67%
Top 20: 100%
Top-5 click share
56%
Top 20: 93%
Open market
27%
- e.l.f.23%
- Garnier17%
- JUNO & Co.11%
- CeraVe11%
- BANILA CO6%
- Beauty of Joseon6%
Demand & seasonality
Weekly Amazon search volume, last 68 weeks — +4.4% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top makeup cleansing balm search terms
- makeup cleansing balm81K/yr
- make up remover balm76K/yr
- makeup removing balm33K/yr
- face cleansing balm22K/yr
- travel size cleansing balm10K/yr
- makeup remover cream13K/yr
- cleansing balm for face13K/yr
- makeup melting cleansing balm15K/yr
- travel cleansing balm9K/yr
- face balm cleanser12K/yr
Top makeup cleansing balm 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
e.l.f. SKIN Holy Hydration! Makeup Melting Cleansing Balm Face Cleanser & Makeup Remover Infused with Hyaluronic Acid to Hydrate Skin
e.l.f.$11.494.7★17,481 rev
Garnier Erase It All Makeup Cleansing Balm with Hyaluronic Acid Replumping Facial Cleanser and Makeup Remover 4.2 Oz
Garnier$11.094.4★1,850 rev
JUNO & Co. Clean 10 Cleansing Balm 10 Ingredients Makeup Remover 85g / 3.0oz
JUNO & Co.$14.194.6★18,120 rev
CeraVe Cleansing Balm Makeup Remover Waterproof Makeup Remover With Ceramides & Plant-Based Jojoba Oil To Nourish & Hydrate Non-Comedogenic & Fragrance Free 1.3 Oz
CeraVe$11.104.4★8,376 rev
Beauty of Joseon Radiance Cleansing Balm Makeup Sunscreen Pore Cleanser for Sensitive Acne Skin. Korean Skincare for Men and Women 100ml 3.38 fl.oz
Beauty of Joseon$17.454.6★2,234 rev
Newest
by launch date
BANILA CO Clean It Zero Original Cleansing Balm Travel Kit | Travel-Friendly Cleanser for Waterproof Makeup Removal | 16 Mini Packs of Vegan Hypoallergenic Balm for All Skin Types (3ml x 16 Pods)
BANILA CO$13.3272 rev
Rael Miracle Clear Facial Cleanser Makeup Remover Daily Face Wash Gentle Deep Pore Cleansing Korean Skin Care for Oily & Combination Skin (Cleansing Balm 1.69 fl. oz)
Rael$17.39170 rev
ELEMIS Pro-Collagen Cleansing Balm Makeup Remover Hydrating Facial Cleanser Oil Cleanser Oil Makeup Remover Deep Cleanse 20g Original New
ELEMIS$15.59497 rev
Farmacy Sensitive Skin Makeup Remover Cleansing Balm - Green Clean Waterproof Makeup Remover Balm + Oil Cleanser for Face - Melts Make Up + SPF - Hydrates + Softens Skin - Fragrance-Free (30ml)
Farmacy$16.68281 rev
Dr.Althea Pore Refresh Grinding Cleansing Balm | Hygenic One-Step Makeup Remover with Green Tea Extract & Guaiazulene for All Skin Types | Korean Vegan Skin Care 1.69 Fl Oz
Dr.Althea$19.71230 rev
Trending
90-day click momentum
PONDS Cold Cream Cleanser Fragrance-Free Moisturizing Makeup Remover & Deep Cleansing Face Cream Facial Cleanser for Soft Radiant Skin Dermatologist Tested Non-Comedogenic 6.1 oz
POND'S$6.624.7★
BANILA CO Clean It Zero Original Cleansing Balm Travel Kit | Travel-Friendly Cleanser for Waterproof Makeup Removal | 16 Mini Packs of Vegan Hypoallergenic Balm for All Skin Types (3ml x 16 Pods)
BANILA CO$13.324.8★
Rael Miracle Clear Facial Cleanser Makeup Remover Daily Face Wash Gentle Deep Pore Cleansing Korean Skin Care for Oily & Combination Skin (Cleansing Balm 1.69 fl. oz)
Rael$17.394.6★
Farmacy Sensitive Skin Makeup Remover Cleansing Balm - Green Clean Waterproof Makeup Remover Balm + Oil Cleanser for Face - Melts Make Up + SPF - Hydrates + Softens Skin - Fragrance-Free (30ml)
Farmacy$16.684.6★
Dr.Althea Pore Refresh Grinding Cleansing Balm | Hygenic One-Step Makeup Remover with Green Tea Extract & Guaiazulene for All Skin Types | Korean Vegan Skin Care 1.69 Fl Oz
Dr.Althea$19.714.6★
What buyers say about makeup cleansing balm
What buyers praise and complain about, mined from review topics.What buyers love
“Deep clean”
“Cleanses well”
“Goes on smooth”
“Great product as premium brands”
“Good for sensitive skin”
“It's fragrance free”
“FABULOUS PRICE”
“Fantastic Moisturizing Product”
“Helps out my dry skin”
“Easier to use”
What buyers complain about
“Strong chemical odor”
“I ended up with a rash”
“making a mess”
“Burns My Eyes”
“Too oily”
“The container is so small”
“Not effective”
“A little expensive”
“Not for sensitive skin”
“isnt the best for dry skin”
Top return reasons
Common questions
- Is makeup cleansing balm profitable to sell on Amazon United States?
- The niche generates $548K/yr across 27 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +4.4%. Flapen's verdict: Worth a look (57/100).
- How competitive is the makeup cleansing balm niche?
- 18 brands and 83 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in makeup cleansing balm?
- Top complaints mined from reviews: Smell, Allergies, Ease Of Cleaning. The return rate is 0.9%.
- When does demand for makeup cleansing balm peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the makeup cleansing balm niche?
- Listings span $4.95–$32.09; the average listing price is $14.49 (sweet spot $15–$100). The average incumbent carries 5,795 reviews — the moat a new listing must climb.