---
title: "Makeup Remover Wipes — $15.9M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/makeup-remover-wipes"
last_updated: "2026-08-11T11:23:10.947Z"
locale: en
meta:
description: "Niche score 48/100 · $15.9M/yr market · 10.6M searches/yr · $8.34 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · $15.9M/yr market · 10.6M searches/yr · $8.34 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Makeup Remover Wipes — $15.9M/yr Amazon US Niche (2026) - Flapen"
---
# **makeup remover wipes**
**Skip it**
Prices mostly outside the sweet spot ($4.11–$14.63) — this niche doesn't clear our bar today.
Market size 100Growth 28Conversion 99Competition 32Returns 99Price range 0Avg price 23Brand share 5Review moat 15Quality gap 23
**Market size**
**Incredible****$15.9M**
$15.9M/yr · 10.6M searches
**Conversion**
**Incredible****18.0%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Competition**
**Okay****66%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+2.6%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****$8.34**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****21,686.06**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****98%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****$4.11–$14.63**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
300K200KSpike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/makeup-remover-wipes/trend)
## **Top makeup remover wipes search terms**
- **makeup remover wipes**3.5M/yr+2.7%17.2% conv. - **neutrogena**1.6M/yr-5.8%0.4% conv. - **face wipes**1.2M/yr+13.9%7.9% conv. - **neutrogena makeup remover wipes**953K/yr+6.4%25.7% conv. - **makeup wipes**925K/yr-0.1%15.5% conv. - **make up remover wipes for face**626K/yr-4.7%15.0% conv. - **face cleansing wipes**252K/yr+1.6%4.9% conv. - **make up wipes**241K/yr+6.9%16.5% conv. - **facial wipes**210K/yr+14.7%5.0% conv. - **face wipes for women cleansing**210K/yr+3.1%9.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/makeup-remover-wipes/search-terms)
## **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.
0%10%$1.6M20%$3.2M30%$4.8M40%$6.4M1K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 16 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$9.52**4.8★120,294 rev](https://www.amazon.com/dp/B00U2VQZDS) [2**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**$6.40**4.8★73,796 rev](https://www.amazon.com/dp/B07GKVBQDG) [3**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**$11.45**4.8★18,034 rev](https://www.amazon.com/dp/B07XC569XF) [4**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**$4.11**4.4★16,374 rev](https://www.amazon.com/dp/B0BR38BRTR) [5**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**$4.69**4.8★11,781 rev](https://www.amazon.com/dp/B0195I8XR4)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$4.11**16,374 rev2y ago](https://www.amazon.com/dp/B0BR38BRTR) [**Amazon Basics Makeup Remover Wipes Night Calming Gentle Cleansing Plant Based Alcohol-Free Removes Waterproof Mascara Dermatologist Tested 25 Count 1-Pack**Amazon Basics**$4.60**16,374 rev2y ago](https://www.amazon.com/dp/B0BR2TH4X6) [**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**$7.94**16,374 rev2y ago](https://www.amazon.com/dp/B0864QL8CM) [**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**$7.67**16,374 rev2y ago](https://www.amazon.com/dp/B0864VDH6F) [**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**$9.42**2,605 rev3y ago](https://www.amazon.com/dp/B07KG2XX67)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amazon Basics Makeup Remover Wipes Night Calming Gentle Cleansing Plant Based Alcohol-Free Removes Waterproof Mascara Dermatologist Tested 25 Count 1-Pack**Amazon Basics**$4.60**4.4★**▲ 136%**](https://www.amazon.com/dp/B0BR2TH4X6) [**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**$9.44**4.8★**▲ 31%**](https://www.amazon.com/dp/B0722L6H9C) [**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**$7.67**4.4★**▲ 21%**](https://www.amazon.com/dp/B0864VDH6F) [**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**$10.97**4.7★**▲ 16%**](https://www.amazon.com/dp/B0B642XWV8) [**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**$11.45**4.8★**▲ 16%**](https://www.amazon.com/dp/B07XC569XF)
**~~View all trending →~~**
## **What buyers say about makeup remover wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**14%
*“Cleans well”*
**Ease Of Cleaning**10%
*“Good quick cleanup”*
**Soft Feel**9%
*“Leaves skin soft”*
**Quality-Overall**8%
*“Great line of products”*
**Smell**7%
*“Love the scent”*
**Ease Of Use**7%
*“Ease of use”*
**Value For Money**6%
*“Reasonably priced”*
**Moist/Dry**6%
*“Highly hydrating”*
**Efficiency**4%
*“They do the job just fine”*
**Advertised Vs Actual Product**3%
*“As advertised”*
### **What buyers complain about **
**Smell**13%
*“Weird Smell”*
**Moist/Dry**9%
*“Kind of dry”*
**Allergies**8%
*“irritating to my skin”*
**Ease Of Cleaning**6%
*“Not as clean as it seems”*
**Sensitivity-Overall**6%
*“Not for Sensitive Skin”*
**Size-Overall**3%
*“Falls very short”*
**Skin Health**3%
*“turned my face red after one use”*
**Functionality-Overall**3%
*“Not effective”*
**Value For Money**3%
*“waste of money”*
**Quality-Overall**2%
*“Not good quality”*
### **Top return reasons **
**Value For Money**19%
**Smell**15%
**Size-Overall**13%
**Advertised Vs Actual Product**11%
**Moist/Dry**8%
**Functionality-Overall**3%
**Defective Material/Parts**3%
**Ease Of Cleaning**2%
**Skin Health**2%
**Product Condition**2%
## **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.
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