---
title: "Mattifying Moisturizer — $344K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/mattifying-moisturizer"
last_updated: "2026-08-11T08:59:09.818Z"
locale: en
meta:
description: "Niche score 46/100 · $344K/yr market · 233K searches/yr · $20.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $344K/yr market · 233K searches/yr · $20.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Mattifying Moisturizer — $344K/yr Amazon US Niche (2026) - Flapen"
---
# **mattifying moisturizer**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 53Growth 39Conversion 76Competition 13Returns 96Price range 76Avg price 88Brand share 0Review moat 19Quality gap 40
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$20.35**
avg listing price — sweet spot $15–$100
**Conversion**
**Great****7.3%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Great****$7.94–$37.13**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****$344K**
$344K/yr · 233K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+11.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****15,204.18**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****85%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, mattifying moisturizer is a $344K/yr Amazon United States market (233K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 46/100.
Data updated Jul 16, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **mattifying moisturizer market data**
- **Units sold / yr**
- **15K–20K**
- avg 1,500–2,000/product
- **Revenue / yr**
- **$305K–$407K**
- units × avg price
- **Conversion rate**
- **7.3%**
- **Avg BSR**
- **#134**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **64%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **81 months**
- **Avg seller age**
- **133 days**
## **Competition & brand share**
The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**5 **▲rising
**Sellers**
**43**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**85%**
Top 20: 100%
**Open market**
**0%**
- La Roche-Posay83% - Cetaphil9% - CeraVe3% - PanOxyl3% - FORMULA 10.0.62% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +11.5% search growth over the last 90 days.
8K6KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/mattifying-moisturizer/trend)
## **Top mattifying moisturizer search terms**
- **mattifying moisturizer**34K/yr+7.4%4.1% conv. - **matte moisturizer**32K/yr+10.0%4.6% conv. - **la roche posay matte moisturizer**22K/yr+28.5%12.5% conv. - **effaclar mat**18K/yr+12.9%8.2% conv. - **la roche posay effaclar mat**19K/yr-1.7%7.7% conv. - **la roche posay oily skin**13K/yr+19.8%2.3% conv. - **matte face moisturizer**10K/yr+34.1%4.7% conv. - **effaclar mat la roche posay**13K/yr-3.1%5.8% conv. - **la roche posay moisturizer matte**10K/yr+9.6%12.8% conv. - **matte moisturizer for oily skin**9K/yr+15.2%3.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/mattifying-moisturizer/search-terms)
## **Top mattifying moisturizer 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%$34K20%$69K30%$103K40%$137K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**La Roche-Posay Toleriane Double Repair Matte Face Moisturizer Daily Moisturizer For Oily Skin With Ceramide And Niacinamide For All Skin Tones Oil Free Non-Comedogenic**La Roche-Posay**$23.37**4.5★8,836 rev](https://www.amazon.com/dp/B09N13T8TL) [2**Effaclar Mat Oil-Free Mattifying Moisturizer**La Roche-Posay**$36.92**4.5★20,959 rev](https://www.amazon.com/dp/B00B4RJP72) [3**La Roche-Posay Toleriane Double Repair Matte Moisturizer SPF 30 Lightweight Daily Face Moisturizer for Oily Skin & Combination Skin With Niacinamide & Vitamin B3 Oil Free Fragrance Free**La Roche-Posay**$23.75**4.4★664 rev](https://www.amazon.com/dp/B0DSQ2C9YH) [4**Cetaphil Face Moisturizer Gentle Clear Mattifying Acne Moisturizer With 0.5% Salicylic Acid Hydrates and Treats Sensitive Acne Prone Skin Skin Care for Sensitive Skin 3oz**Cetaphil**$10.16**4.6★6,128 rev](https://www.amazon.com/dp/B093W4D1T3) [5**La Roche-Posay Toleriane Double Repair Face Moisturizer Daily Moisturizer Face Cream with Ceramide and Niacinamide for All Skin Types Oil Free Fragrance Free**La Roche-Posay**$23.20**4.6★50,218 rev](https://www.amazon.com/dp/B01N9SPQHQ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**La Roche-Posay Toleriane Double Repair Matte Moisturizer SPF 30 Lightweight Daily Face Moisturizer for Oily Skin & Combination Skin With Niacinamide & Vitamin B3 Oil Free Fragrance Free**La Roche-Posay**$23.75**664 rev1y ago](https://www.amazon.com/dp/B0DSQ2C9YH) [**Effaclar Daily Acne Essentials Kit Acne Treatment System Salicylic Acid Acne Cleanser Pore Refining Toner & Matte Face Moisturizer for Oily Skin & Combination Skin Oil-Free 2 Month Supply**La Roche-Posay**$37.13**662 rev1y ago](https://www.amazon.com/dp/B0F3C63N6J) [**CeraVe Oil Control Moisturizing Gel-Cream Face Moisturizer for Oily Skin Niacinamide Hyaluronic Acid & Oil Absorbing Technology To Rebalance Oily Skin Non-Comedogenic Fragrance Free & Oil-Free**CeraVe**$15.53**3,200 rev2y ago](https://www.amazon.com/dp/B0CTTV91Z6) [**PanOxyl AM Oil Control Moisturizer NEW Sheer Formula Absorbs Excess Oil and Reduces Shine with Mineral Sunscreen for Acne Prone and Oily Skin - SPF 30-1.7 oz**PanOxyl**$9.79**1,916 rev3y ago](https://www.amazon.com/dp/B0BSB3P2PR) [**La Roche-Posay Toleriane Double Repair Matte Face Moisturizer Daily Moisturizer For Oily Skin With Ceramide And Niacinamide For All Skin Tones Oil Free Non-Comedogenic**La Roche-Posay**$23.37**8,836 rev4y ago](https://www.amazon.com/dp/B09N13T8TL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**La Roche-Posay Toleriane Double Repair Matte Moisturizer SPF 30 Lightweight Daily Face Moisturizer for Oily Skin & Combination Skin With Niacinamide & Vitamin B3 Oil Free Fragrance Free**La Roche-Posay**$23.75**4.4★**▲ 35%**](https://www.amazon.com/dp/B0DSQ2C9YH) [**Cetaphil DermaControl Oil Absorbing Moisturizer with SPF 30 For Sensitive Oily Skin 4 Fl oz Absorbs Oil Reduces Shine Hydrates Protects No Added Fragrance**Cetaphil**$13.17**4.4★**▲ 19%**](https://www.amazon.com/dp/B07GDT961B) [**CeraVe Oil Control Moisturizing Gel-Cream Face Moisturizer for Oily Skin Niacinamide Hyaluronic Acid & Oil Absorbing Technology To Rebalance Oily Skin Non-Comedogenic Fragrance Free & Oil-Free**CeraVe**$15.53**4.6★**▲ 14%**](https://www.amazon.com/dp/B0CTTV91Z6) [**Effaclar Daily Acne Essentials Kit Acne Treatment System Salicylic Acid Acne Cleanser Pore Refining Toner & Matte Face Moisturizer for Oily Skin & Combination Skin Oil-Free 2 Month Supply**La Roche-Posay**$37.13**4.7★**▲ 11%**](https://www.amazon.com/dp/B0F3C63N6J) [**PanOxyl AM Oil Control Moisturizer NEW Sheer Formula Absorbs Excess Oil and Reduces Shine with Mineral Sunscreen for Acne Prone and Oily Skin - SPF 30-1.7 oz**PanOxyl**$9.79**4.4★**— 4%**](https://www.amazon.com/dp/B0BSB3P2PR)
**~~View all trending →~~**
## **What buyers say about mattifying moisturizer**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**28%
*“Great Moisturizer”*
**Quality-Overall**9%
*“Excellent product”*
**Suitability Combination Skin**8%
*“Great for sensitive skin”*
**Suitability Oily Skin**6%
*“Excellent for oily skin”*
**Soft Feel**5%
*“Incredibly soft”*
**Value For Money**4%
*“Great Value”*
**Suitability Dry Skin**4%
*“Great for super dry skin”*
**Weight Light**3%
*“Lightweight and Comfortable on My Skin”*
**Smell**3%
*“Fragrance Free”*
**Absorbency**3%
*“Absorbs very well”*
### **What buyers complain about **
**Allergies**11%
*“Skin Irritation”*
**Moist/Dry**9%
*“It does not moisturize”*
**Oily/Greasy**6%
*“have oily skin”*
**Skin Health**6%
*“Skin burnt and redness”*
**Suitability Dry Skin**6%
*“Not recommended for extremely dry skin”*
**Value For Money**4%
*“Not worth the cost”*
**Smell**4%
*“it has a bit of an odd smell”*
**Product Condition**3%
*“Received used item”*
**Functionality-Overall**3%
*“Doesnt work”*
**Suitability Oily Skin**3%
*“Not for oily complexions”*
### **Top return reasons **
**Moist/Dry**20%
**Product Condition**13%
**Advertised Vs Actual Product**12%
**Value For Money**6%
**Functionality-Overall**6%
**Suitability Dry Skin**6%
**Smell**5%
**Oily/Greasy**4%
**Skin Health**3%
**Suitability Combination Skin**3%
## **Common questions**
- **Is mattifying moisturizer profitable to sell on Amazon United States?**
- The niche generates $344K/yr across 11 tracked products. 90-day search growth is +11.5%. Flapen's verdict: Skip it (46/100).
- **How competitive is the mattifying moisturizer niche?**
- 5 brands and 43 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in mattifying moisturizer?**
- Top complaints mined from reviews: Allergies, Moist/Dry, Oily/Greasy. The return rate is 0.8%.
- **When does demand for mattifying moisturizer peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the mattifying moisturizer niche?**
- Listings span $7.94–$37.13; the average listing price is $20.35 (sweet spot $15–$100). The average incumbent carries 15,204 reviews — the moat a new listing must climb.
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