---
title: "Nyx Smooshy Matte Lip Balm — $126K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/nyx-smooshy-matte-lip-balm"
last_updated: "2026-08-05T22:57:03.387Z"
locale: en
meta:
description: "Niche score 43/100 · $126K/yr market · 683K searches/yr · $9.08 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · $126K/yr market · 683K searches/yr · $9.08 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Nyx Smooshy Matte Lip Balm — $126K/yr Amazon US Niche (2026) - Flapen"
---
# **nyx smooshy matte lip balm**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 29Growth 27Conversion 25Competition 86Returns 94Price range 21Avg price 26Brand share 4Review moat 17Quality gap 65
**Returns**
**Great****1.1%**
return rate — above 5% kills the launch gate
**Competition**
**Great****29%**
top-5 click share — an open shelf
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****$126K**
$126K/yr · 683K searches
**Growth**
**Okay****+1.2%**
90-day search growth — must beat 0% to launch
**Avg price**
**Okay****$9.08**
avg listing price — sweet spot $15–$100
**Conversion**
**Okay****2.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Bad****$1.34–$18.63**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Bad****19,276.8**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****98%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, nyx smooshy matte lip balm is a $126K/yr Amazon United States market (683K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Jan–Feb–Jun–Jul. Verdict: Skip it — 43/100.
Data updated Jul 22, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **nyx smooshy matte lip balm market data**
- **Units sold / yr**
- **13K–15K**
- avg 100–250/product
- **Revenue / yr**
- **$114K–$136K**
- units × avg price
- **Conversion rate**
- **2.0%**
- **Avg BSR**
- **#70**
- **Page quality**
- **0%**
- **Prime**
- **98%**
- **Sponsored**
- **63%**
- **Out of stock**
- **3.5%**
- **Avg brand age**
- **51 months**
- **Avg seller age**
- **129 days**
## **Competition & brand share**
Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.
**Brands**
**8 **▼falling
**Sellers**
**151**
**Top-5 brand share**
**98%**
Top 20: 100%
**Top-5 click share**
**29%**
Top 20: 66%
**Open market**
**1%**
- NYX PROFESSIONAL MAKEUP48% - e.l.f.36% - JUDYDOLL9% - wet n wild4% - MAYBELLINE2% - REVLON1% - Open — no brand owns it (2 brands, 1%)
## **Demand & seasonality**
Weekly Amazon search volume, last 58 weeks — +1.2% search growth over the last 90 days.
18K13KBlack Friday '25Spike '26 seasonJunJulAugSepOctNovDecJanFebMarAprMayJunJul
Peak months: Jan, Feb, Jun, Jul · busiest ÷ quietest = 4.9×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/nyx-smooshy-matte-lip-balm/trend)
## **Top nyx smooshy matte lip balm search terms**
- **elf lipstick**200K/yr-9.9%2.0% conv. - **nyx lipstick**154K/yr+10.0%0.7% conv. - **nyx matte lipstick**70K/yr+21.4%1.3% conv. - **judydoll lip**23K/yr+3.1%1.1% conv. - **judydoll lip stain**28K/yr-39.8%1.9% conv. - **elf lip stick**25K/yr+7.9%1.7% conv. - **nyx lipstick matte**21K/yr+1.2%0.6% conv. - **elf matte lipstick**19K/yr+2.5%0.7% conv. - **nyx matte**14K/yr+32.9%1.1% conv. - **elf lipsticks for women**18K/yr-7.5%2.0% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/nyx-smooshy-matte-lip-balm/search-terms)
## **Top nyx smooshy matte lip balm 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%2%$3K4%$5K6%$8K8%$10K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**NYX PROFESSIONAL MAKEUP Fat Matte Lipstick Pigmented Smoothing & Non-Drying Lip Crayon Long Lasting Lip Makeup Vegan & Cruelty Free - Rose Robe (Rose Nude)**NYX PROFESSIONAL MAKEUP**$11.82**4.3★775 rev](https://www.amazon.com/dp/B0FZC9117T) [2**NYX PROFESSIONAL MAKEUP Lip Lingerie XXL Matte Liquid Lipstick - Warm Up (Red Rose)**NYX PROFESSIONAL MAKEUP**$9.74**4.4★17,249 rev](https://www.amazon.com/dp/B08WBMR6G6) [3**e.l.f. Glow Reviver Lip Oil Stick Tinted Non-Sticky & Hydrating For A Soft-Shine Finish Vegan & Cruelty-Free Rose Latte**e.l.f.**$9.93**4.5★1,792 rev](https://www.amazon.com/dp/B0G1H5Y7KN) [4**e.l.f. O Face Satin Lipstick Richly Pigmented Nourishing & Long-Lasting Creamy Lipstick Infused With Jojoba Vegan & Cruelty-Free Drive**e.l.f.**$7.71**4.5★6,462 rev](https://www.amazon.com/dp/B0BSP2C7HJ) [5**e.l.f. O Face Satin Lipstick Richly Pigmented Nourishing & Long-Lasting Creamy Lipstick Infused With Jojoba Vegan & Cruelty-Free Dirty Talk**e.l.f.**$7.86**4.5★6,462 rev](https://www.amazon.com/dp/B0BQQRWPLK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**NYX PROFESSIONAL MAKEUP Fat Matte Lipstick Pigmented Smoothing & Non-Drying Lip Crayon Long Lasting Lip Makeup Vegan & Cruelty Free - Rose Robe (Rose Nude)**NYX PROFESSIONAL MAKEUP**$11.82**775 rev2mo ago](https://www.amazon.com/dp/B0FZC9117T) [**e.l.f. Glow Reviver Lip Oil Stick Tinted Non-Sticky & Hydrating For A Soft-Shine Finish Vegan & Cruelty-Free Rose Latte**e.l.f.**$9.93**1,792 rev6mo ago](https://www.amazon.com/dp/B0G1H5Y7KN) [**e.l.f. Glow Reviver Lip Oil Stick Tinted Non-Sticky & Hydrating For A Soft-Shine Finish Vegan & Cruelty-Free Jam Packed**e.l.f.**$9.94**1,792 rev6mo ago](https://www.amazon.com/dp/B0G1H1NQY8) [**JUDYDOLL Cushion Matte Lip Cream Hydrating Matte Lipstick with Tripeptide & Squalane Lip Line Blurring Velvet Lip Mud Smudge-Proof Long-Lasting Non-craked (G204 Taro Haze)**JUDYDOLL**$15.53**218 rev7mo ago](https://www.amazon.com/dp/B0G43SM6RS) [**JUDYDOLL Ice Watery Lip Gloss Moisturizing Liquid Lipstick with Hyaluronic Acid & Collagen Long-lasting Mirror Lip Glazes with Iron Applicator(11 Grape Shake 2.4 Grams)**JUDYDOLL**$16.39**145 rev7mo ago](https://www.amazon.com/dp/B0G43SMYTN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NYX PROFESSIONAL MAKEUP Fat Matte Lipstick Pigmented Smoothing & Non-Drying Lip Crayon Long Lasting Lip Makeup Vegan & Cruelty Free - Rose Robe (Rose Nude)**NYX PROFESSIONAL MAKEUP**$11.82**4.3★**▲ 261%**](https://www.amazon.com/dp/B0FZC9117T) [**NYX PROFESSIONAL MAKEUP Matte Lipstick - Audrey (Mid-Tone Blue Pink)**NYX PROFESSIONAL MAKEUP**$9.12**4.3★**▲ 150%**](https://www.amazon.com/dp/B005FYJFCK) [**e.l.f. O Face Satin Lipstick Richly Pigmented Nourishing & Long-Lasting Creamy Lipstick Infused With Jojoba Vegan & Cruelty-Free Drive**e.l.f.**$7.71**4.5★**▲ 108%**](https://www.amazon.com/dp/B0BSP2C7HJ) [**NYX PROFESSIONAL MAKEUP Suede Matte Lipstick Vegan Formula - Sweet Tooth (Fuschia)**NYX PROFESSIONAL MAKEUP**$8.22**4.5★**▲ 65%**](https://www.amazon.com/dp/B07GXDZN53) [**JUDYDOLL Ice Watery Lip Gloss Moisturizing Liquid Lipstick with Hyaluronic Acid & Collagen Long-lasting Mirror Lip Glazes with Iron Applicator(11 Grape Shake 2.4 Grams)**JUDYDOLL**$16.39**4.3★**▲ 58%**](https://www.amazon.com/dp/B0G43SMYTN)
**~~View all trending →~~**
## **What buyers say about nyx smooshy matte lip balm**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**34%
*“Color is accurate”*
**Moist/Dry**9%
*“Very moisturizing”*
**Soft Feel**8%
*“Buttery soft”*
**Value For Money**7%
*“Reasonably priced”*
**Quality-Overall**6%
*“Amazing quality”*
**Durability**4%
*“Stays on all day”*
**Ease Of Application**3%
*“Easy to apply”*
**Smell**3%
*“Good smell”*
**Texture/Consistency-Overall**2%
*“Amazing texture”*
**Brightness/Shine/Glow**2%
*“soft shine as described”*
### **What buyers complain about **
**Color**25%
*“Color is not accurate”*
**Moist/Dry**9%
*“No hydration”*
**Durability**8%
*“It comes off so easily”*
**Smell**4%
*“Bad Smell”*
**Adhesion/Stickiness**3%
*“A sticky mess”*
**Quality-Overall**2%
*“Very cheap quality”*
**Advertised Vs Actual Product**2%
*“False advertising”*
**Texture/Consistency-Overall**2%
*“The texture of this is awful”*
**Value For Money**2%
*“Waste of money”*
**Thickness**1%
*“It doesnt seem to be thick or cakey”*
### **Top return reasons **
**Color**60%
**Advertised Vs Actual Product**11%
**Stain Resistance**4%
**Product Condition**4%
**Moist/Dry**3%
**Functionality-Overall**2%
**Adhesion/Stickiness**2%
**Smell**2%
**Quality-Overall**2%
**Texture/Consistency-Overall**2%
## **Common questions**
- **Is nyx smooshy matte lip balm profitable to sell on Amazon United States?**
- The niche generates $126K/yr across 65 tracked products. 8 of 15 products launched in the last 360 days are still selling. 90-day search growth is +1.2%. Flapen's verdict: Skip it (43/100).
- **How competitive is the nyx smooshy matte lip balm niche?**
- 8 brands and 151 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 98% of demand.
- **What do buyers complain about in nyx smooshy matte lip balm?**
- Top complaints mined from reviews: Color, Moist/Dry, Durability. The return rate is 1.1%.
- **When does demand for nyx smooshy matte lip balm peak?**
- Demand peaks in Jan–Feb–Jun–Jul; the busiest month runs 4.9× the quietest.
- **What does it cost to enter the nyx smooshy matte lip balm niche?**
- Listings span $1.34–$18.63; the average listing price is $9.08 (sweet spot $15–$100). The average incumbent carries 19,277 reviews — the moat a new listing must climb.
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