---
title: "mens face moisturizer — $1.9M/yr Amazon United States Niche, Score 67/100 - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/mens-face-moisturizer"
last_updated: "2026-07-20T21:14:58.249Z"
locale: en
meta:
description: "mens face moisturizer shows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "mens face moisturizer shows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "mens face moisturizer — $1.9M/yr Amazon United States Niche, Score 67/100 - Flapen"
---
# **mens face moisturizer**
**Worth a look**
Shows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 94Growth 23Conversion 66Competition 78Returns 98Price range 81Avg price 90Brand share 89Review moat 16Quality gap 33
**Returns**
**Incredible****0.5%**
return rate — above 6% kills the launch gate
**Market size**
**Great****$1.9M**
$1.9M/yr · 1.6M searches
**Avg price**
**Great****$21.12**
avg listing price — sweet spot $15–$100
**Brand share**
**Great****46%**
top-5 brand share — no brand owns this niche
**Price range**
**Great****$5.43–$58.55**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Conversion**
**Good****5.9%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-3.0%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****20,821.36**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, mens face moisturizer is a $1.9M/yr Amazon United States market (1.6M searches/yr). The top 5 brands hold 46% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 67/100.
Data updated Jul 16, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **125K–150K**
- avg 2,500–3,000/product
- **Revenue / yr**
- **$2.6M–$3.2M**
- units × avg price
- **Launch success**
- **—**
- 2 of 2 new (360d)
- **Conversion rate**
- **5.9%**
- **Avg BSR**
- **#217**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **89%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **66 months**
- **Avg seller age**
- **128 days**
## **Competition**
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.
**Brands**
**27 **▼falling
**Sellers**
**145**
**Top-5 brand share**
**46%**
Top 20: 93%
**Top-5 click share**
**37%**
Top 20: 76%
**Open market**
**48%**
- SimplyVital12% - HIMS & HERS10% - NIVEA MEN9% - CeraVe8% - Kiehl's7% - Brickell Men's Products6%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -3.0% search growth over the last 90 days.
60K40KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/mens-face-moisturizer/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%$58K6%$116K9%$174K12%$232K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 44 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Anti-Aging Face Moisturizer with Retinol Collagen & Hyaluronic Acid - Moisturizer Face Cream for Women & Men - Visibly Firming & Hydrating Neck Cream - Day & Night Skin Care - 1.7 fl oz**SimplyVital**$22.00**4.4★36,345 rev](https://www.amazon.com/dp/B0BBSP2JNQ) [2**hims Everyday Moisturizer - Hydrating & Non-Greasy Face Cream - Morning Moisturizer for Healthy Skin - For Every Skin Type - Vegan & Paraben-Free - 1 Fl Oz**HIMS & HERS**$9.63**4.5★1,726 rev](https://www.amazon.com/dp/B09LC4PCHL) [3**NIVEA MEN Age Defense Daily Face Moisturizer with Broad Spectrum SPF 30 Sunscreen Pro-Retinol and Hyaluronic Acid Beard-Friendly Face Lotion Helps Defend Against UVA/UVB Rays 1.7 Fl Oz Bottle**NIVEA MEN**$14.03**4.6★1,121 rev](https://www.amazon.com/dp/B0DJRMFDSF) [4**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) [5**Kiehls Facial Fuel Moisturizer Mens Face Cream with Vitamin C and Caffeine that Contain Antioxidants to Help Energize and Reduce Dullness Non-Greasy Paraben and Sulfate Free - 2.5 fl oz**Kiehl's**$27.97**4.7★2,616 rev](https://www.amazon.com/dp/B001AWZPI4)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mens Face Moisturizer Cream - Anti Aging Cream with Retinol Collagen & Hyaluronic Acid Lightweight After Shave Lotion for Men - Hydrating Firming & Wrinkle Repair - Day & Night Facial Men Skin Care**Arvesa**$11.90**1,370 rev8mo ago](https://www.amazon.com/dp/B0G2H67TPZ) [**Viva Lab Mens Face Moisturizer Anti-Aging Cream - Lightweight After Shave Lotion for Men - Day & Night Hydrating Skin Care with Niacinamide Collagen Ceramides - Fast-Absorbing Non-Greasy 1.85oz**Viva Lab**$15.36**352 rev8mo ago](https://www.amazon.com/dp/B0G1BFPGYS) [**SUNTORY WELLNESS All-in-One | Face Moisturizer for Men | Anti Aging Face Cream for Men with Oak Extract | Anti Wrinkle Cream & Facial Moisturizer (Kyoto Blend 0.68 fl oz / 20ml)**SUNTORY WELLNESS**$24.10**108 rev1y ago](https://www.amazon.com/dp/B0F8R5YFV4) [**Mens Face Moisturizer Cream - Anti Aging & Wrinkle Face Cream - Mens Facial Moisturizer - Retinol Collagen Peptides Vitamins E & A - Facial Skin Care - After Shave Lotion - Day & Night 4 oz**Zenolio Labs**$14.25**432 rev1y ago](https://www.amazon.com/dp/B0DYVCLYT3) [**NIVEA MEN Age Defense Daily Face Moisturizer with Broad Spectrum SPF 30 Sunscreen Pro-Retinol and Hyaluronic Acid Beard-Friendly Face Lotion Helps Defend Against UVA/UVB Rays 1.7 Fl Oz Bottle**NIVEA MEN**$14.03**1,121 rev1y ago](https://www.amazon.com/dp/B0DJRMFDSF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Mens Face Moisturizer Cream - Anti Aging Cream with Retinol Collagen & Hyaluronic Acid Lightweight After Shave Lotion for Men - Hydrating Firming & Wrinkle Repair - Day & Night Facial Men Skin Care**Arvesa**$11.90**4.5★**▲ 350%**](https://www.amazon.com/dp/B0G2H67TPZ) [**Dove Men+Care Face Lotion Hydrate Plus 1.69 Ounce**Dove**$9.29**4.7★**▲ 163%**](https://www.amazon.com/dp/B009YSSLGE) [**Forge Skin Beef Tallow Balm Moisturizer for Men Skin Care - Face + Body Anti Aging Wrinkle Defense Hydration Cream - Natural Skincare Lotion (1.7 OZ)**Forge Skin**$36.91**4.1★**▲ 157%**](https://www.amazon.com/dp/B0D1NGHSZ8) [**SUNTORY WELLNESS All-in-One | Face Moisturizer for Men | Anti Aging Face Cream for Men with Oak Extract | Anti Wrinkle Cream & Facial Moisturizer (Kyoto Blend 0.68 fl oz / 20ml)**SUNTORY WELLNESS**$24.10**4.3★**▲ 115%**](https://www.amazon.com/dp/B0F8R5YFV4) [**Anti-Aging Face Moisturizer with Retinol Collagen & Hyaluronic Acid - Moisturizer Face Cream for Women & Men - Visibly Firming & Hydrating Neck Cream - Day & Night Skin Care - 3.4 fl oz**SimplyVital**$35.75**4.4★**▲ 114%**](https://www.amazon.com/dp/B0DPJ3V3XD)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**24%
*“Amazing moisturizer”*
**Quality-Overall**11%
*“Good lotion”*
**Soft Feel**8%
*“Gentle on skin”*
**Suitability Combination Skin**7%
*“Good for sensitive skin”*
**Value For Money**6%
*“Great Deal”*
**Suitability Dry Skin**5%
*“Good for Dry Skin”*
**Smell**5%
*“Light fragrance”*
**Absorbency**3%
*“absorbs perfectly”*
**Weight Light**3%
*“It feels lightweight on the skin”*
**Efficiency**2%
*“It works very well”*
### **What buyers complain about **
**Allergies**9%
*“Allergic reaction”*
**Moist/Dry**8%
*“Non hydrating”*
**Smell**7%
*“Bad Smell”*
**Value For Money**7%
*“A little expensive”*
**Functionality-Overall**6%
*“No results”*
**Suitability Dry Skin**4%
*“Definitely not fir dry skin”*
**Skin Health**4%
*“Burns my skin”*
**Thickness**3%
*“Super thick”*
**Advertised Vs Actual Product**3%
*“Inaccurate description”*
**Oily/Greasy**2%
*“Its greasy”*
### **Top return reasons **
**Moist/Dry**10%
**Advertised Vs Actual Product**10%
**Value For Money**9%
**Product Condition**9%
**Smell**6%
**Size-Overall**6%
**Motor Power**6%
**Leak-Proof**6%
**Functionality-Overall**5%
**Suitability Dry Skin**3%
## **Common questions**
- **Is mens face moisturizer profitable to sell on Amazon United States?**
- The niche generates $1.9M/yr across 44 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -3.0%. Flapen's verdict: Worth a look (67/100).
- **How competitive is the mens face moisturizer niche?**
- 27 brands and 145 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 46% of demand.
- **What do buyers complain about in mens face moisturizer?**
- Top complaints mined from reviews: Allergies, Moist/Dry, Smell. The return rate is 0.5%.
- **When does demand for mens face moisturizer peak?**
- Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.
- **What does it cost to enter the mens face moisturizer niche?**
- Listings span $5.43–$58.55; the average listing price is $21.12 (sweet spot $15–$100). The average incumbent carries 20,821 reviews — the moat a new listing must climb.
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