mens face wash
Launch itA $2.9M/yr market growing +7.1% this quarter with returns at 0.4% — clears our launch bar.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Market size
Incredible$2.9M$2.9M/yr · 1.5M searches
Conversion
Incredible12.6%search→purchase rate — share of searches ending in a sale
Avg price
Great$15.05avg listing price — sweet spot $15–$100
Price range
Good$4.21–$33.90cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good68%top-5 brand share — brands hold most of the demand
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Growth
Okay+7.1%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad18,943.11avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, mens face wash is a $2.9M/yr Amazon United States market (1.5M searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Aug. Verdict: Launch it — 64/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
mens face wash market data
- Units sold / yr
- 150K–200K
- avg 6,000–8,000/product
- Revenue / yr
- $2.3M–$3.0M
- units × avg price
- Conversion rate
- 12.6%
- Avg BSR
- #143
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 75 months
- Avg seller age
- 126 days
Competition & brand share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
113
Top-5 brand share
68%
Top 20: 100%
Top-5 click share
49%
Top 20: 91%
Open market
27%
- NIVEA MEN33%
- CeraVe16%
- HIMS & HERS8%
- Brickell Men's Products7%
- Harry's5%
- DOVE MEN + CARE5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +7.1% search growth over the last 90 days.Peak months: Aug · busiest ÷ quietest = 1.5×
Top mens face wash search terms
- mens face wash510K/yr
- face wash for men451K/yr
- men face wash115K/yr
- face wash men70K/yr
- mens facial cleanser40K/yr
- face cleanser for men45K/yr
- nivea face wash46K/yr
- facewash mens38K/yr
- nivea men face wash36K/yr
- facial cleanser for men28K/yr
Top mens face wash 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
NIVEA MEN Maximum Hydration Face Wash Face Wash with Provitamin B5 and Aloe Vera Refreshes and Cleanses without Drying 5 Fl Oz Tube
NIVEA MEN$6.664.6★11,676 rev
hims High Tide Hydrating Daily Cleanser - With Hyaluronic Acid & Squalane - Moisturizing Non-Stripping Facial Cleanser - Gentle pH Balanced Sulfate-Free - 6.8 Fl Oz
HIMS & HERS$9.724.7★1,060 rev
CeraVe Foaming Facial Cleanser Daily Face Wash for Oily Skin Hyaluronic Acid + Ceramides + Niacinamide Fragrance Free Non-Drying Oil Control Face Wash 19 Fluid Ounces
CeraVe$16.274.8★103,131 rev
CeraVe Hydrating Facial Cleanser Moisturizing Face Wash For Dry Skin Hyaluronic Acid + Ceramides + Glycerin Hydrating Cleanser For Normal To Dry Skin National Eczema Association Certified 16 Oz
CeraVe$15.244.7★131,610 rev
NIVEA MEN Maximum Hydration Face Scrub with Provitamin B5 and Aloe Vera Exfoliating Face Wash Deeply Cleanses to Unclog Pores 4.4 Oz Tube Pack of 3
NIVEA MEN$20.184.7★5,156 rev
Newest
by launch date
Harrys Exfoliating Face Wash for Men Gentle Facial Skin Care Products with Volcanic Rock Exfoliant 7.1 Fl. Oz Home and Trial and Travel Bundle TSA Approved Travel Essentials
Harry's$10.80313 rev
DOVE MEN + CARE Body and Face Scrub Eucalyptus Deeply Exfoliates for Hydrated & Nourished Skin 100% Gentle Cleanser No Sulfate Cleansers or Parabens 9 oz
DOVE MEN + CARE$7.831,650 rev
Cetaphil Face Wash Daily Facial Cleanser for Sensitive Combination to Oily Skin 16 Oz Fragrance Free Gentle Foaming Soap Free Hypoallergenic
Cetaphil$11.1411,941 rev
hims High Tide Hydrating Daily Cleanser - With Hyaluronic Acid & Squalane - Moisturizing Non-Stripping Facial Cleanser - Gentle pH Balanced Sulfate-Free - 6.8 Fl Oz
HIMS & HERS$9.721,060 rev
Every Man Jack Hydrating Face Wash for Men with Hyaluronic Acid & Niacinamide Gently Removes Dirt and Oil Revives Dry Dull Skin 5 fl oz (2 Pack)
Every Man Jack$15.05761 rev
Trending
90-day click momentumHarrys Exfoliating Face Wash for Men Gentle Facial Skin Care Products with Volcanic Rock Exfoliant 7.1 Fl. Oz Home and Trial and Travel Bundle TSA Approved Travel Essentials
Harry's$10.804.6★
Bevel Face & Beard Wash For Men With Witch Hazel & Aloe Vera Cleansing Mens Face Wash That Hydrates and Brightens Skin and Softens Beard 4 FL Oz
Bevel$11.004.6★
CeraVe Foaming Facial Cleanser Daily Face Wash for Oily Skin Hyaluronic Acid + Ceramides + Niacinamide Fragrance Free Non-Drying Oil Control Face Wash 19 Fluid Ounces
CeraVe$16.274.8★
DOVE MEN + CARE Face Wash Hydrate Plus Skin Care 5 Oz (Pack of 3)
DOVE MEN + CARE$16.854.6★
Kiehls Facial Fuel Face Wash Refreshing + Invigorating Mens Gel Cleanser with Caffeine Vitamin E and Menthol Non-Drying Formula Moisturizes Skin Great for Clogged Pores - 8.4 fl oz
Kiehl's$23.864.6★
What buyers say about mens face wash
What buyers praise and complain about, mined from review topics.What buyers love
“cleans your face”
“Excellent product”
“Leaves skin soft”
“Great for my combination skin”
“moisturizing and cleansing”
“Smells clean”
“Excellent for dry skin”
“Fair price”
“Good cleanser”
“Does really good on my face”
What buyers complain about
“Awful scent”
“Not hydrating at all”
“Skin irritation”
“Doesn't clean”
“Had burning sensations on skin whenever used it”
“Bad for sensitive skin”
“Pump does not work”
“This is quite expensive”
“Arrived leaking”
“Not the same product”
Top return reasons
Common questions
- Is mens face wash profitable to sell on Amazon United States?
- The niche generates $2.9M/yr across 28 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +7.1%. Flapen's verdict: Launch it (64/100).
- How competitive is the mens face wash niche?
- 17 brands and 113 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 68% of demand.
- What do buyers complain about in mens face wash?
- Top complaints mined from reviews: Smell, Moist/Dry, Allergies. The return rate is 0.4%.
- When does demand for mens face wash peak?
- Demand peaks in Aug; the busiest month runs 1.5× the quietest.
- What does it cost to enter the mens face wash niche?
- Listings span $4.21–$33.90; the average listing price is $15.05 (sweet spot $15–$100). The average incumbent carries 18,943 reviews — the moat a new listing must climb.