---
title: "Mens Makeup — $301K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/mens-makeup"
last_updated: "2026-08-11T09:50:17.861Z"
locale: en
meta:
description: "Niche score 44/100 · $301K/yr market · 431K searches/yr · $15.97 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $301K/yr market · 431K searches/yr · $15.97 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Mens Makeup — $301K/yr Amazon US Niche (2026) - Flapen"
---
# **mens makeup**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 51Growth 23Conversion 53Competition 35Returns 87Price range 69Avg price 77Brand share 0Review moat 20Quality gap 57
**Returns**
**Great****1.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$15.97**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$9.78–$26.88**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****4.4%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****$301K**
$301K/yr · 431K searches
**Competition**
**Okay****64%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-3.6%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****12,589.4**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '25Prime Day '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/mens-makeup/trend)
## **Top mens makeup search terms**
- **loreal age perfect radiant serum foundation**54K/yr+158.0%4.0% conv. - **no 7 foundation**76K/yr-11.8%3.6% conv. - **loreal age perfect serum foundation**77K/yr-63.0%3.1% conv. - **loreal paris age perfect radiant serum foundation**21K/yr+55.6%3.3% conv. - **age perfect radiant serum foundation**26K/yr+8.3%5.1% conv. - **no7 foundation**25K/yr-8.9%2.9% conv. - **no 7 makeup**22K/yr-4.1%0.8% conv. - **loreal age perfect foundation**22K/yr-30.9%1.9% conv. - **covergirl foundation creamy natural**14K/yr-2.1%1.1% conv. - **no 7 lift and luminate foundation**11K/yr-1.6%3.2% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/mens-makeup/search-terms)
## **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.
0%10%$30K20%$60K30%$90K40%$121K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 20 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Cream Beige 1 Ounce**L'Oreal Paris**$14.91**4.3★22,636 rev](https://www.amazon.com/dp/B07Z9WNCW4) [2**LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Rose Ivory 1 Ounce**L'Oreal Paris**$14.59**4.3★22,636 rev](https://www.amazon.com/dp/B07Z9WFWZ8) [3**LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Nude Beige 1 Ounce**L'Oreal Paris**$14.68**4.3★22,636 rev](https://www.amazon.com/dp/B07Z9X42QJ) [4**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**$17.49**4.5★3,886 rev](https://www.amazon.com/dp/B0BRBJSCPM) [5**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**$17.68**4.6★1,366 rev](https://www.amazon.com/dp/B07CKMCS7D)
**~~View all top sellers →~~**
### **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**$26.88**392 rev6mo ago](https://www.amazon.com/dp/B0FXMZ7X43) [**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**$17.49**3,886 rev3y ago](https://www.amazon.com/dp/B0BRBJSCPM) [**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**$16.45**3,886 rev3y ago](https://www.amazon.com/dp/B0BRBKBYZG) [**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**$16.56**2,204 rev3y ago](https://www.amazon.com/dp/B0BRBLY977) [**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**$17.22**1,484 rev3y ago](https://www.amazon.com/dp/B0BRBL4R27)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Golden Honey 1 Ounce**L'Oreal Paris**$14.28**4.3★**▲ 156%**](https://www.amazon.com/dp/B07Z9X42PZ) [**LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Cream Beige 1 Ounce**L'Oreal Paris**$14.91**4.3★**▲ 121%**](https://www.amazon.com/dp/B07Z9WNCW4) [**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**$26.88**4.4★**▲ 68%**](https://www.amazon.com/dp/B0FXMZ7X43) [**LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Ivory 1 fl. oz.**L'Oreal Paris**$14.95**4.3★**▲ 49%**](https://www.amazon.com/dp/B07Z9WBHXK) [**LOreal Paris Age Perfect Radiant Serum Foundation with SPF 50 Warm Beige 1 Ounce**L'Oreal Paris**$14.61**4.3★**▲ 16%**](https://www.amazon.com/dp/B07Z9WQ75R)
**~~View all trending →~~**
## **What buyers say about mens makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Combination Skin**12%
*“I like it for my skin”*
**Coverage**12%
*“Wonderful Natural Coverage”*
**Soft Feel**11%
*“Feels good”*
**Quality-Overall**9%
*“Quality at a fair price”*
**Color**8%
*“Color is good”*
**Value For Money**7%
*“reasonable price”*
**Moist/Dry**4%
*“Great moisturizing cream”*
**Weight Light**3%
*“It also lightweight”*
**Ease Of Application**2%
*“Easy to apply”*
**Advertised Vs Actual Product**2%
*“It really works as advertised”*
### **What buyers complain about **
**Color**10%
*“Color is off”*
**Wrinkles**7%
*“wrinkles very moisturizing”*
**Functionality-Overall**5%
*“Didn't work for me”*
**Smell**5%
*“Dont like the smell”*
**Coverage**5%
*“No coverage”*
**Suitability Dry Skin**4%
*“my skin is very dry”*
**Value For Money**3%
*“a lil expensive”*
**Moist/Dry**3%
*“didnt even moisturize that well”*
**Thickness**3%
*“Too sheer”*
**Allergies**3%
*“unpleasant on my skin”*
### **Top return reasons **
**Color**46%
**Advertised Vs Actual Product**10%
**Functionality-Overall**5%
**Coverage**4%
**Leak-Proof**4%
**Product Condition**3%
**Moist/Dry**3%
**Texture/Consistency-Overall**3%
**Smell**2%
**Suitability Combination Skin**2%
## **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.
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