---
title: "Micellar Water Makeup Remover Wipes — $870K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/micellar-water-makeup-remover-wipes"
last_updated: "2026-08-11T16:50:05.476Z"
locale: en
meta:
description: "Niche score 56/100 · $870K/yr market · 513K searches/yr · $11.48 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 56/100 · $870K/yr market · 513K searches/yr · $11.48 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Micellar Water Makeup Remover Wipes — $870K/yr Amazon US Niche (2026) - Flapen"
---
# **micellar water makeup remover wipes**
**Launch it**
A $870K/yr market growing +22.8% this quarter with returns at 0.2% — clears our launch bar.
Market size 75Growth 52Conversion 97Competition 40Returns 99Price range 61Avg price 46Brand share 20Review moat 21Quality gap 33
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.8%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****$870K**
$870K/yr · 513K searches
**Price range**
**Good****$5.01–$30.69**
cheapest 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****$11.48**
avg listing price — sweet spot $15–$100
**Competition**
**Okay****61%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****11,401.1**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****92%**
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 ~~](https://flapen.com/research/methodology)
## **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.
13K8KSpike '24Holiday '24Prime Day '25Spike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/micellar-water-makeup-remover-wipes/trend)
## **Top micellar water makeup remover wipes search terms**
- **micellar water wipes**116K/yr+28.9%7.4% conv. - **burts bees face wipes**122K/yr+33.9%19.9% conv. - **micellar wipes**50K/yr+26.4%8.0% conv. - **micellar water makeup remover wipes**36K/yr-25.4%8.7% conv. - **burts bees makeup remover wipes**26K/yr+16.8%18.1% conv. - **micellar makeup remover wipes**14K/yr+107.4%9.3% conv. - **burts bees wipes**18K/yr+21.1%14.7% conv. - **ponds makeup remover wipes**28K/yr-8.5%5.8% conv. - **ponds face wipes**19K/yr+12.5%5.7% conv. - **bioderma wipes**12K/yr+24.7%16.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/micellar-water-makeup-remover-wipes/search-terms)
## **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.
0%5%$43K10%$87K15%$130K20%$174K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$15.21**4.6★11,973 rev](https://www.amazon.com/dp/B093T3LQPP) [2**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**$13.65**4.3★8,497 rev](https://www.amazon.com/dp/B00NUJQG7Y) [3**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**$12.64**4.6★11,973 rev](https://www.amazon.com/dp/B074V5RP5M) [4**Bioderma Sensibio H2O Makeup Wipes Cleansing and Makeup Removing Skin Soothing for Sensitive Skin 25 Wipes**Bioderma**$11.67**4.5★2,396 rev](https://www.amazon.com/dp/B01CDPCWYG) [5**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**$5.46**4.5★11,689 rev](https://www.amazon.com/dp/B07T883TRN)
**~~View all top sellers →~~**
### **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**$6.66**654 rev1y ago](https://www.amazon.com/dp/B0DV7TK5L3) [**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**$9.42**2,605 rev3y ago](https://www.amazon.com/dp/B07KG2XX67) [**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**$15.21**11,973 rev5y ago](https://www.amazon.com/dp/B093T3LQPP) [**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**$5.01**3,073 rev6y ago](https://www.amazon.com/dp/B07ZJXBZW3) [**Bioderma Sensibio H2O Biodegradables Wipes Cleansing and MakeUp Removing Skin Soothing for Sensitive Skin 50 Count**Bioderma**$18.84**2,396 rev6y ago](https://www.amazon.com/dp/B07YT6BQVH)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Burts Bees Facial Cleansing Towelettes with White Tea Extract -- 30 Towelettes**Burt's Bees**$7.89**4.4★**▲ 184%**](https://www.amazon.com/dp/B00592MPF2) [**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**$8.15**4.6★**▲ 36%**](https://www.amazon.com/dp/B07WPBF6P8) [**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**$18.70**4.5★**▲ 23%**](https://www.amazon.com/dp/B01ENSF702) [**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**$15.60**4.5★**▲ 20%**](https://www.amazon.com/dp/B017U0CO9W) [**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**$5.01**4.6★**▲ 17%**](https://www.amazon.com/dp/B07ZJXBZW3)
**~~View all trending →~~**
## **What buyers say about micellar water makeup remover wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cleansing**16%
*“Clean and fresh”*
**Ease Of Cleaning**11%
*“Great cleanser”*
**Soft Feel**10%
*“Leaves skin soft”*
**Quality-Overall**9%
*“Great line of products”*
**Smell**7%
*“Fragrance is wonderful, gentle”*
**Moist/Dry**6%
*“Highly hydrating”*
**Value For Money**5%
*“Best deal”*
**Ease Of Use**4%
*“Fast, easy & makes cleanup a breeze”*
**Suitability Combination Skin**3%
*“Sensitive skin friendly”*
**Suitability Dry Skin**3%
*“Helps with dry skin”*
### **What buyers complain about **
**Smell**16%
*“Smells weird”*
**Moist/Dry**10%
*“Dry and rough”*
**Allergies**8%
*“Highly irritating”*
**Ease Of Cleaning**6%
*“tiny wipes that dont work well”*
**Sensitivity-Overall**5%
*“which is very sensitive”*
**Size-Overall**4%
*“Falls very short”*
**Value For Money**3%
*“Little pricey”*
**Functionality-Overall**3%
*“Non functional”*
**Skin Health**2%
*“burns my skin”*
**Quality-Overall**2%
*“this batch is awful”*
### **Top return reasons **
**Smell**22%
**Value For Money**12%
**Advertised Vs Actual Product**11%
**Moist/Dry**11%
**Size-Overall**7%
**Functionality-Overall**5%
**Ease Of Cleaning**3%
**Skin Health**2%
**Defective Material/Parts**2%
**Stain Resistance**2%
## **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.
## **Related niches in Beauty & Personal Care**
- 75 [**bio oil lotion**](https://flapen.com/research/us/beauty-personal-care/bio-oil-lotion)$654K/yr+95.9%**Worth a look**- 75 [**glossier futuredew serum**](https://flapen.com/research/us/beauty-personal-care/glossier-futuredew-serum)$344K/yr+383.6%**Worth a look**- 75 [**press on toenails**](https://flapen.com/research/us/beauty-personal-care/press-on-toenails)$2.4M/yr+79.4%**Launch it**- 75 [**skulta deep peptide eye mask**](https://flapen.com/research/us/beauty-personal-care/skulta-deep-peptide-eye-mask)$58K/yr>1,000%**Worth a look**- 75 [**mineral sunscreen spray**](https://flapen.com/research/us/beauty-personal-care/mineral-sunscreen-spray)$3.8M/yr+183.8%**Launch it**- 76 [**collagen oil**](https://flapen.com/research/us/beauty-personal-care/collagen-oil)$344K/yr+116.2%**Worth a look**[**All Beauty & Personal Care niches **](https://flapen.com/research/us/beauty-personal-care)