mens makeup
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Great1.4%return rate — above 5% kills the launch gate
Avg price
Great$15.97avg listing price — sweet spot $15–$100
Price range
Good$9.78–$26.88cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Good4.4%search→purchase rate — share of searches ending in a sale
Market size
Good$301K$301K/yr · 431K searches
Competition
Okay64%top-5 click share — leaders hold, buyers still browse
Growth
Bad-3.6%90-day search growth — must beat 0% to launch
Review moat
Bad12,589.4avg incumbent reviews — the moat a new listing must climb
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, mens makeup is a $301K/yr Amazon United States market (431K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 44/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
mens makeup market data
- Units sold / yr
- 20K–25K
- avg 500–750/product
- Revenue / yr
- $319K–$399K
- units × avg price
- Conversion rate
- 4.4%
- Avg BSR
- #63
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 60%
- Out of stock
- 2.2%
- Avg brand age
- 57 months
- Avg seller age
- 119 days
Competition & brand share
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.Brands
3 falling
Sellers
50
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
64%
Top 20: 100%
Open market
0%
- L'Oreal Paris72%
- No726%
- COVERGIRL1%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top mens makeup search terms
- loreal age perfect radiant serum foundation54K/yr
- no 7 foundation76K/yr
- loreal age perfect serum foundation77K/yr
- loreal paris age perfect radiant serum foundation21K/yr
- age perfect radiant serum foundation26K/yr
- no7 foundation25K/yr
- no 7 makeup22K/yr
- loreal age perfect foundation22K/yr
- covergirl foundation creamy natural14K/yr
- no 7 lift and luminate foundation11K/yr
Top mens makeup 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Cream Beige 1 Ounce
L'Oreal Paris$14.914.3★22,636 rev
LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Rose Ivory 1 Ounce
L'Oreal Paris$14.594.3★22,636 rev
LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Nude Beige 1 Ounce
L'Oreal Paris$14.684.3★22,636 rev
No7 Lift & Luminate Triple Action Serum Foundation - Liquid Makeup with SPF 15 for a Dewy Glowy Base - Radiant Formula for Mature Skin - Cool Vanilla (1 Fl Oz)
No7$17.494.5★3,886 rev
No7 Lift & Luminate Triple Action Serum Foundation - Liquid Makeup with SPF 15 for a Dewy Glowy Base - Radiant Formula for Mature Skin - Cool Ivory (1 Fl Oz)
No7$17.684.6★1,366 rev
Newest
by launch date
LOreal Paris Age Perfect Serum Le Duo Brightening Firming and Anti-Aging Serum for Face with Collagen Peptide Niacinamide Vitamin C and B3 1 fl oz + Sample
L'Oreal Paris$26.88392 rev
No7 Lift & Luminate Triple Action Serum Foundation - Liquid Makeup with SPF 15 for a Dewy Glowy Base - Radiant Formula for Mature Skin - Cool Vanilla (1 Fl Oz)
No7$17.493,886 rev
No7 Lift & Luminate Triple Action Serum Foundation - Liquid Makeup with SPF 15 for a Dewy Glowy Base - Radiant Formula for Mature Skin - Porcelain (30ml)
No7$16.453,886 rev
No7 Protect & Perfect Advanced All in One Foundation - Cool Ivory - Age Defying Foundation Makeup with SPF 50 - Makeup Base Cream Helps to Reduces Redness & Blurs Visible Pores (30ml)
No7$16.562,204 rev
No7 Restore & Renew Multi Action Serum Foundation - Warm Beige - Liquid Foundation Makeup with Vitamin C Vitamin E & Collagen for Face - Beauty Skin Serum Formula with Medium Coverage (30ml)
No7$17.221,484 rev
Trending
90-day click momentum
LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Golden Honey 1 Ounce
L'Oreal Paris$14.284.3★
LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Cream Beige 1 Ounce
L'Oreal Paris$14.914.3★
LOreal Paris Age Perfect Serum Le Duo Brightening Firming and Anti-Aging Serum for Face with Collagen Peptide Niacinamide Vitamin C and B3 1 fl oz + Sample
L'Oreal Paris$26.884.4★
LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Ivory 1 fl. oz.
L'Oreal Paris$14.954.3★
LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Warm Beige 1 Ounce
L'Oreal Paris$14.614.3★
What buyers say about mens makeup
What buyers praise and complain about, mined from review topics.What buyers love
“I like it for my skin”
“Wonderful Natural Coverage”
“Feels good”
“Quality at a fair price”
“Color is good”
“reasonable price”
“Great moisturizing cream”
“It also lightweight”
“Easy to apply”
“It really works as advertised”
What buyers complain about
“Color is off”
“wrinkles very moisturizing”
“Didn't work for me”
“Dont like the smell”
“No coverage”
“my skin is very dry”
“a lil expensive”
“didnt even moisturize that well”
“Too sheer”
“unpleasant on my skin”
Top return reasons
Common questions
- Is mens makeup profitable to sell on Amazon United States?
- The niche generates $301K/yr across 20 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -3.6%. Flapen's verdict: Skip it (44/100).
- How competitive is the mens makeup niche?
- 3 brands and 50 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in mens makeup?
- Top complaints mined from reviews: Color, Wrinkles, Functionality-Overall. The return rate is 1.4%.
- When does demand for mens makeup peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the mens makeup niche?
- Listings span $9.78–$26.88; the average listing price is $15.97 (sweet spot $15–$100). The average incumbent carries 12,589 reviews — the moat a new listing must climb.