makeup remover wipes
Skip itPrices mostly outside the sweet spot ($4.11–$14.63) — this niche doesn't clear our bar today.
Market size
Incredible$15.9M$15.9M/yr · 10.6M searches
Conversion
Incredible18.0%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Growth
Okay+2.6%90-day search growth — must beat 0% to launch
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad$8.34avg listing price — sweet spot $15–$100
Review moat
Bad21,686.06avg incumbent reviews — the moat a new listing must climb
Brand share
Bad98%top-5 brand share — brand-locked demand
Price range
Bad$4.11–$14.63cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, makeup remover wipes is a $15.9M/yr Amazon United States market (10.6M searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 48/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
makeup remover wipes market data
- Units sold / yr
- 1.0M–1.0M
- avg 100,000–125,000/product
- Revenue / yr
- $8.3M–$8.3M
- units × avg price
- Conversion rate
- 18.0%
- Avg BSR
- #11
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 94%
- Out of stock
- 0.0%
- Avg brand age
- 58 months
- Avg seller age
- 124 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
6 flat
Sellers
630
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
0%
- Neutrogena71%
- Amazon Basics16%
- Cetaphil7%
- Pacifica3%
- CeraVe2%
- The Face Shop2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +2.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top makeup remover wipes search terms
- makeup remover wipes3.5M/yr
- neutrogena1.6M/yr
- face wipes1.2M/yr
- neutrogena makeup remover wipes953K/yr
- makeup wipes925K/yr
- make up remover wipes for face626K/yr
- face cleansing wipes252K/yr
- make up wipes241K/yr
- facial wipes210K/yr
- face wipes for women cleansing210K/yr
Top makeup remover wipes 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 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Neutrogena Makeup Remover Micellar Wipes for Face Daily Gently Removes Oil Dirt and Waterproof Makeup in a Simple Fully Plant-Based Cloth 2 pack of 25 ct
Neutrogena$9.524.8★120,294 rev
Neutrogena Makeup Remover Towelettes for Face with Micellar Water Daily Alcohol-Free Gently Removes Oil Dirt and Waterproof Makeup in a Simple Fully Plant-Based Cloth 25 ct
Neutrogena$6.404.8★73,796 rev
Neutrogena Hydro Boost Cleansing Wipes Makeup Remover for Face Micellar Gently Removes Oil Dirt and Waterproof Makeup Daily with Hydrating Hyaluronic Acid 25 ct
Neutrogena$11.454.8★18,034 rev
Amazon Basics Makeup Remover Wipes Fragrance-Free Alcohol-Free Gentle Cleansing Plant-Based Dermatologist Tested Removes Waterproof Mascara Resealable 25 Count 1-Pack
Amazon Basics$4.114.4★16,374 rev
Neutrogena Makeup Remover Wipes for Face Daily Fragrance-Free Gently Removes Oil Dirt and Waterproof Makeup in a Simple Fully Plant-Based Cloth 25 ct
Neutrogena$4.694.8★11,781 rev
Newest
by launch dateAmazon Basics Makeup Remover Wipes Fragrance-Free Alcohol-Free Gentle Cleansing Plant-Based Dermatologist Tested Removes Waterproof Mascara Resealable 25 Count 1-Pack
Amazon Basics$4.1116,374 rev
Amazon Basics Makeup Remover Wipes Night Calming Gentle Cleansing Plant Based Alcohol-Free Removes Waterproof Mascara Dermatologist Tested 25 Count 1-Pack
Amazon Basics$4.6016,374 rev
Amazon Basics Makeup Remover Wipes Formulated without Fragrance and Alcohol-Free Gentle Cleansing Removes Waterproof Mascara Dermatologist Tested 25 Count Pack of 2
Amazon Basics$7.9416,374 rev
Amazon Basics Makeup Remover Wipes Gentle Cleansing Dermatologist Tested Night Calming Plant Based Alcohol-Free Removes Waterproof Mascara 25 Count Per Pack Pack of 2
Amazon Basics$7.6716,374 rev
THE FACE SHOP Rice Water Bright Makeup Remover Wipes for Face Moisturizing Infused with Rice Extract Disposable Cleansing Facial Wipes 50 Count
The Face Shop$9.422,605 rev
Trending
90-day click momentumAmazon Basics Makeup Remover Wipes Night Calming Gentle Cleansing Plant Based Alcohol-Free Removes Waterproof Mascara Dermatologist Tested 25 Count 1-Pack
Amazon Basics$4.604.4★
Neutrogena Makeup Remover Wipes for Face Daily Fragrance Free Gently Removes Oil Dirt and Waterproof Makeup in a Simple Fully Plant-Based Cloth 2 pack of 25 ct
Neutrogena$9.444.8★
Amazon Basics Makeup Remover Wipes Gentle Cleansing Dermatologist Tested Night Calming Plant Based Alcohol-Free Removes Waterproof Mascara 25 Count Per Pack Pack of 2
Amazon Basics$7.674.4★
Cetaphil Face and Body Wipes Gentle Skin Cleansing Cloths 50 Count Twin Pack for Dry Sensitive Skin Flip Top Closure Great for the Gym Travel in the Car Hypoallergenic Fragrance Free
Cetaphil$10.974.7★
Neutrogena Hydro Boost Cleansing Wipes Makeup Remover for Face Micellar Gently Removes Oil Dirt and Waterproof Makeup Daily with Hydrating Hyaluronic Acid 25 ct
Neutrogena$11.454.8★
What buyers say about makeup remover wipes
What buyers praise and complain about, mined from review topics.What buyers love
“Cleans well”
“Good quick cleanup”
“Leaves skin soft”
“Great line of products”
“Love the scent”
“Ease of use”
“Reasonably priced”
“Highly hydrating”
“They do the job just fine”
“As advertised”
What buyers complain about
“Weird Smell”
“Kind of dry”
“irritating to my skin”
“Not as clean as it seems”
“Not for Sensitive Skin”
“Falls very short”
“turned my face red after one use”
“Not effective”
“waste of money”
“Not good quality”
Top return reasons
Common questions
- Is makeup remover wipes profitable to sell on Amazon United States?
- The niche generates $15.9M/yr across 16 tracked products. 90-day search growth is +2.6%. Flapen's verdict: Skip it (48/100).
- How competitive is the makeup remover wipes niche?
- 6 brands and 630 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in makeup remover wipes?
- Top complaints mined from reviews: Smell, Moist/Dry, Allergies. The return rate is 0.2%.
- When does demand for makeup remover wipes peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the makeup remover wipes niche?
- Listings span $4.11–$14.63; the average listing price is $8.34 (sweet spot $15–$100). The average incumbent carries 21,686 reviews — the moat a new listing must climb.