---
title: "Maybelline Nail Polish — $156K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/maybelline-nail-polish"
last_updated: "2026-08-11T11:32:22.152Z"
locale: en
meta:
description: "Niche score 53/100 · $156K/yr market · 827K searches/yr. A deep review moat (16,341 avg reviews) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $156K/yr market · 827K searches/yr. A deep review moat (16,341 avg reviews) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Maybelline Nail Polish — $156K/yr Amazon US Niche (2026) - Flapen"
---
# **maybelline nail polish**
**Worth a look**
Shows low returns (0.7%), but a deep review moat (16,341 avg reviews) keeps it on the watch list.
Market size 33Growth 65Conversion 29Competition 88Returns 97Price range 33Avg price 23Brand share 30Review moat 18Quality gap 60
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Competition**
**Great****27%**
top-5 click share — an open shelf
**Growth**
**Good****+43.8%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****$156K**
$156K/yr · 827K searches
**Price range**
**Okay****$1.29–$21.69**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****87%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****2.3%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Bad****$8.18**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****16,340.75**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, maybelline nail polish is a $156K/yr Amazon United States market (827K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Dec. Verdict: Worth a look — 53/100.
Data updated Jul 13, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **maybelline nail polish market data**
- **Units sold / yr**
- **20K–25K**
- avg 250–500/product
- **Revenue / yr**
- **$164K–$205K**
- units × avg price
- **Conversion rate**
- **2.3%**
- **Avg BSR**
- **#42**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **72%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **55 months**
- **Avg seller age**
- **153 days**
## **Competition & brand share**
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.
**Brands**
**14 **—flat
**Sellers**
**131**
**Top-5 brand share**
**87%**
Top 20: 100%
**Top-5 click share**
**27%**
Top 20: 62%
**Open market**
**9%**
- Sally Hansen51% - OPI20% - essie8% - SAVILAND4% - Morovan4% - OpenLive4% - Open — no brand owns it (8 brands, 9%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +43.8% search growth over the last 90 days.
60K40KHoliday '24Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/maybelline-nail-polish/trend)
## **Top maybelline nail polish search terms**
- **fast drying nail polish**208K/yr+23.1%2.0% conv. - **summer nail polish**78K/yr+434.0%1.0% conv. - **long lasting nail polish**117K/yr+12.0%0.8% conv. - **toe nail polish**66K/yr+94.5%1.4% conv. - **fast dry nail polish**87K/yr+26.4%1.9% conv. - **toenail polish**41K/yr+116.7%1.5% conv. - **spring nail polish**38K/yr-53.8%0.6% conv. - **summer nail polish colors**15K/yr+306.2%1.1% conv. - **nail polish fast drying**26K/yr+39.0%1.8% conv. - **quick drying nail polish**23K/yr+16.9%2.1% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/maybelline-nail-polish/search-terms)
## **Top maybelline nail polish 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%3%$5K6%$9K9%$14K12%$19K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Semi-Opaque Glossy | 239 In a Blush | Pale Pink Nude Nail Color**Sally Hansen**$5.90**4.4★14,776 rev](https://www.amazon.com/dp/B08TMH87QP) [2**Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 460 Traveling Light | Light Lavender Nail Color**Sally Hansen**$5.87**4.5★7,197 rev](https://www.amazon.com/dp/B0B9QG4NRN) [3**SAVILAND 6pcs Ombre Nail Polish Sets: Charm Pink Blue Gold Purple Pearl Summer Fingernail Polish Colors Air Quick Dry Nail Polish Plant-base Castor Oil Natural Nail Lacquer Women Home Manicure DIY**SAVILAND**$10.85**4.2★3,608 rev](https://www.amazon.com/dp/B0C4KZFWKT) [4**Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 60 Triple Thread | Pearlized Rose Pink Nail Color**Sally Hansen**$5.87**4.4★14,776 rev](https://www.amazon.com/dp/B09Z4GLT5V) [5**Sally Hansen Hard as Nails Heart of Stone Long Lasting Chip Resistant Opaque Shiny Pink Nail Polish**Sally Hansen**$2.16**4.4★28,405 rev](https://www.amazon.com/dp/B005CHEISG)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Sally Hansen Insta-Dri the Smoothie Shop Collection Dragon Fruit Crush Nail Polish Satin-Matte Finish Quick-Dry Nail Polish One-Coat Application 0.31oz**Sally Hansen**$7.83**14,776 rev3mo ago](https://www.amazon.com/dp/B0GMS4B2KN) [**OpenLive 16.5ml Dusty Rose Nail Polish Large Volume Quick Drying Light Pink Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women**OpenLive**$5.80**3,684 rev1y ago](https://www.amazon.com/dp/B0DZCN2257) [**OPI RapiDry Dry and Dash | Opaque Soft Red Crme Quick Dry Nail Polish | Vegan Smudge Proof Fast Drying**OPI**$8.74**9,595 rev1y ago](https://www.amazon.com/dp/B0DKM2S72D) [**Glamonade Top Coat Nail Polish Clear: Quick Dry Nail Polish No Chip High Shine Long Lasting Glossy Fast Air Dry Top Coat for Nail Art Manicure Salon Quality**Glamonade**$6.48**1,875 rev2y ago](https://www.amazon.com/dp/B0D78FXGP3) [**OPI RapiDry Nail Polish Top Coat | Quick Drying Top Coat | Quick Dry High Shine & Glossy Protects Nails**OPI**$14.45**1,603 rev2y ago](https://www.amazon.com/dp/B0CQMTX53Z)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Sally Hansen Insta-Dri the Smoothie Shop Collection Dragon Fruit Crush Nail Polish Satin-Matte Finish Quick-Dry Nail Polish One-Coat Application 0.31oz**Sally Hansen**$7.83**4.4★**▲ 195%**](https://www.amazon.com/dp/B0GMS4B2KN) [**essie Nail Polish Glossy Shine Sparkling Blue Bikini So Teeny 0.46 Ounce**essie**$7.69**4.6★**▲ 141%**](https://www.amazon.com/dp/B00B9FSWNC) [**Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 460 Traveling Light | Light Lavender Nail Color**Sally Hansen**$5.87**4.5★**▲ 139%**](https://www.amazon.com/dp/B0B9QG4NRN) [**Sally Hansen - Hard as Nails Color - Iridescent Sea - Be a Gem Stone - 0.45 fl oz**Sally Hansen**$2.21**4.4★**▲ 132%**](https://www.amazon.com/dp/B09LB9X8J4) [**Sally Hansen Xtreme Wear Nail Polish | Streak-Free Shiny Finish Long-Lasting Chip-Resistant Semi-Opaque | On Cloud Shine | Light Pink Nail Color**Sally Hansen**$3.51**4.3★**▲ 120%**](https://www.amazon.com/dp/B079FX4541)
**~~View all trending →~~**
## **What buyers say about maybelline nail polish**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**40%
*“Beautiful Colors”*
**Quality-Overall**8%
*“Excellent Product”*
**Moist/Dry**6%
*“It is in fact fast dry”*
**Value For Money**5%
*“value for money”*
**Stitch/Finish/Polish**4%
*“The finish is glossy”*
**Durability**4%
*“Very durable”*
**Brightness/Shine/Glow**2%
*“Good Shine”*
**Advertised Vs Actual Product**2%
*“Does exactly what it says”*
**Ease Of Application**2%
*“Application is easy”*
**Ease Of Use**2%
*“Easy to use”*
### **What buyers complain about **
**Color**14%
*“Color not as described”*
**Quality-Overall**8%
*“Seems low quality”*
**Durability**8%
*“Doesn't last”*
**Thickness**7%
*“3 layers is too thick for my taste”*
**Moist/Dry**7%
*“Terrible Dry Time”*
**Size-Overall**6%
*“Bottles are too small”*
**Value For Money**3%
*“A bit pricey”*
**Smell**3%
*“smell is unbearable”*
**Advertised Vs Actual Product**3%
*“Not as Described”*
**Allergies**2%
*“causes skin rash”*
### **Top return reasons **
**Color**35%
**Advertised Vs Actual Product**13%
**Size-Overall**8%
**Functionality-Overall**7%
**Quality-Overall**5%
**Leak-Proof**5%
**Paint Quality**3%
**Moist/Dry**3%
**Smell**2%
**Thickness**2%
## **Common questions**
- **Is maybelline nail polish profitable to sell on Amazon United States?**
- The niche generates $156K/yr across 64 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +43.8%. Flapen's verdict: Worth a look (53/100).
- **How competitive is the maybelline nail polish niche?**
- 14 brands and 131 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 87% of demand.
- **What do buyers complain about in maybelline nail polish?**
- Top complaints mined from reviews: Color, Quality-Overall, Durability. The return rate is 0.7%.
- **When does demand for maybelline nail polish peak?**
- Demand peaks in Dec; the busiest month runs 1.9× the quietest.
- **What does it cost to enter the maybelline nail polish niche?**
- Listings span $1.29–$21.69; the average listing price is $8.18 (sweet spot $15–$100). The average incumbent carries 16,341 reviews — the moat a new listing must climb.
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