micellar water makeup remover wipes
Launch itA $870K/yr market growing +22.8% this quarter with returns at 0.2% — clears our launch bar.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Incredible14.8%search→purchase rate — share of searches ending in a sale
Market size
Great$870K$870K/yr · 513K searches
Price range
Good$5.01–$30.69cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Good+22.8%90-day search growth — must beat 0% to launch
Avg price
Okay$11.48avg listing price — sweet spot $15–$100
Competition
Okay61%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad11,401.1avg incumbent reviews — the moat a new listing must climb
Brand share
Bad92%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, micellar water makeup remover wipes is a $870K/yr Amazon United States market (513K searches/yr). The top 5 brands hold 92% of demand. Verdict: Launch it — 56/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
micellar water makeup remover wipes market data
- Units sold / yr
- 80K–100K
- avg 2,500–3,000/product
- Revenue / yr
- $918K–$1.1M
- units × avg price
- Conversion rate
- 14.8%
- Avg BSR
- #112
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 71%
- Out of stock
- 0.0%
- Avg brand age
- 58 months
- Avg seller age
- 138 days
Competition & brand share
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
676
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
61%
Top 20: 99%
Open market
5%
- Burt's Bees62%
- Bioderma11%
- Neutrogena11%
- POND'S5%
- Simple4%
- Cala3%
- Open — no brand owns it (3 brands, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +22.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top micellar water makeup remover wipes search terms
- micellar water wipes116K/yr
- burts bees face wipes122K/yr
- micellar wipes50K/yr
- micellar water makeup remover wipes36K/yr
- burts bees makeup remover wipes26K/yr
- micellar makeup remover wipes14K/yr
- burts bees wipes18K/yr
- ponds makeup remover wipes28K/yr
- ponds face wipes19K/yr
- bioderma wipes12K/yr
Top micellar water makeup remover wipes 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Burts Bees Micellar Rose Water Facial Towelettes 100% Plant Based Cloth; 99% Natural Origin; Remove Makeup Cleanse Hydrate; No Greasy Oily Residue; All Skin Types; 30 Ct Pack of 3 (Pack May Vary)
Burt's Bees$15.214.6★11,973 rev
Burts Bees Soothing Fragrance Free Facial Towelettes with Aloe Vera 100 Percent Plant Based Cloth Makeup Remover Wipes for Sensitive Skin 99 Percent Natural Origin Skin Care 30 ct. Three Pack
Burt's Bees$13.654.3★8,497 rev
Face Wipes Burts Bees Facial Cleansing Makeup Remover Towelettes 3 in 1 Hydrating Micellar Cleanser with Coconut & Lotus Water 90 Count (Packaging May Vary)
Burt's Bees$12.644.6★11,973 rev
Bioderma Sensibio H2O Makeup Wipes Cleansing and Makeup Removing Skin Soothing for Sensitive Skin 25 Wipes
Bioderma$11.674.5★2,396 rev
Burts Bees Micellar Rose Water Facial Towelettes 100% Plant Based Cloth; 99% Natural Origin; Remove Makeup Cleanse Hydrate; No Greasy Oily Residue; All Skin Types (Pack May Vary)
Burt's Bees$5.464.5★11,689 rev
Newest
by launch date
Neutrogena Gentle Facial Cleansing Wipes Ultra-Soft Micellar Cleansing Wipes for Effortless Cleansing Made Gentle Fragrance Free Face Wipes for Sensitive Skin Hypoallergenic 25 ct
Neutrogena$6.66654 rev
THE FACE SHOP Rice Water Bright Makeup Remover Wipes for Face Moisturizing Infused with Rice Extract Disposable Cleansing Facial Wipes 50 Count
The Face Shop$9.422,605 rev
Burts Bees Micellar Rose Water Facial Towelettes 100% Plant Based Cloth; 99% Natural Origin; Remove Makeup Cleanse Hydrate; No Greasy Oily Residue; All Skin Types; 30 Ct Pack of 3 (Pack May Vary)
Burt's Bees$15.2111,973 rev
PONDS Micellar Makeup Remover Wipes Removes Waterproof Mascara with Aloe Vera & Vitamin B3 Alcohol-Free Facial Cleansing Wipes for Dry Skin 25 Count
POND'S$5.013,073 rev
Bioderma Sensibio H2O Biodegradables Wipes Cleansing and MakeUp Removing Skin Soothing for Sensitive Skin 50 Count
Bioderma$18.842,396 rev
Trending
90-day click momentum
Burts Bees Facial Cleansing Towelettes with White Tea Extract -- 30 Towelettes
Burt's Bees$7.894.4★
CALA Micellar Water Makeup Remover Cleansing Tissues Gentle Face Wipes Remove Makeup + Waterproof Eye Makeup Deep Clean Without Drying Sulfate/Paraben/Phthalate-Free 60 Sheets
Cala$8.154.6★
Clinique Take The Day Off Micellar Cleansing Makeup Remover Wipes For Face and Eyes | For All Skin Types | No Water Required | Perfect For Gym or Travel 50 Count
Clinique$18.704.5★
Burts Bees Cucumber and Mint Face Wipes Refreshing Makeup Remover and Facial Cleansing Towelettes 99 Percent Natural Origin Remove Makeup Cleanse All Skin Types 30 ct. Three Pack
Burt's Bees$15.604.5★
PONDS Micellar Makeup Remover Wipes Removes Waterproof Mascara with Aloe Vera & Vitamin B3 Alcohol-Free Facial Cleansing Wipes for Dry Skin 25 Count
POND'S$5.014.6★
What buyers say about micellar water makeup remover wipes
What buyers praise and complain about, mined from review topics.What buyers love
“Clean and fresh”
“Great cleanser”
“Leaves skin soft”
“Great line of products”
“Fragrance is wonderful, gentle”
“Highly hydrating”
“Best deal”
“Fast, easy & makes cleanup a breeze”
“Sensitive skin friendly”
“Helps with dry skin”
What buyers complain about
“Smells weird”
“Dry and rough”
“Highly irritating”
“tiny wipes that dont work well”
“which is very sensitive”
“Falls very short”
“Little pricey”
“Non functional”
“burns my skin”
“this batch is awful”
Top return reasons
Common questions
- Is micellar water makeup remover wipes profitable to sell on Amazon United States?
- The niche generates $870K/yr across 21 tracked products. 90-day search growth is +22.8%. Flapen's verdict: Launch it (56/100).
- How competitive is the micellar water makeup remover wipes niche?
- 9 brands and 676 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in micellar water makeup remover wipes?
- Top complaints mined from reviews: Smell, Moist/Dry, Allergies. The return rate is 0.2%.
- When does demand for micellar water makeup remover wipes peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the micellar water makeup remover wipes niche?
- Listings span $5.01–$30.69; the average listing price is $11.48 (sweet spot $15–$100). The average incumbent carries 11,401 reviews — the moat a new listing must climb.