rice water for face
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size
Incredible$2.2M$2.2M/yr · 1.6M searches
Returns
Great1.4%return rate — above 5% kills the launch gate
Avg price
Great$17.69avg listing price — sweet spot $15–$100
Conversion
Great7.9%search→purchase rate — share of searches ending in a sale
Price range
Great$12.91–$22.96cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad6,284.75avg incumbent reviews — the moat a new listing must climb
Growth
Bad-8.7%90-day search growth — must beat 0% to launch
Competition
Bad92%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, rice water for face is a $2.2M/yr Amazon United States market (1.6M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 48/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
rice water for face market data
- Units sold / yr
- 125K–150K
- avg 10,000–12,500/product
- Revenue / yr
- $2.2M–$2.7M
- units × avg price
- Conversion rate
- 7.9%
- Avg BSR
- #77
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 88%
- Out of stock
- 4.1%
- Avg brand age
- 48 months
- Avg seller age
- 120 days
Competition & brand share
The top 5 products capture 92% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 flat
Sellers
19
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
92%
Top 20: 100%
Open market
0%
- ANUA66%
- I'm from19%
- CLY AMS10%
- TIRTIR3%
- HARUHARU3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top rice water for face search terms
- anua toner480K/yr
- rice toner360K/yr
- im from rice toner180K/yr
- rice toner korean103K/yr
- rice water toner65K/yr
- anua rice 70 glow milky toner39K/yr
- im from62K/yr
- anua rice toner61K/yr
- anua milky toner43K/yr
- rice milk toner32K/yr
Top rice water for face 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 8 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz.
ANUA$18.974.6★6,155 rev
Anua Heartleaf 77 Soothing Toner Moisturizing & Calming Facial Toner for Glass Skin Hyaluronic Acid Lightweight Hydration for Sensitive Skin Redness Relief Korean Skincare 8.45 fl.oz
ANUA$17.994.5★14,683 rev
Im From Rice Toner Korea Glow Milky Rice Toner niacinamide Glass&Dewy Hydration Calming All Skin Types Korean Skin Care 5.07fl.oz
I'm from$22.964.6★117 rev
Rice Toner for Face Rice Hydrating Face Toner for Women & Men Lightweight Facial Moisturizer Targets Dryness Dullness Strengthens Skin Barrier for Sensitive & Combination Skin
CLY AMS$13.793.7★37 rev
Im From Rice Toner 77.78% Rice Extract from Korea Glow Essence with Niacinamide Hydrating for Dry Skin Vegan Alcohol Free Fragrance Free Peta Approved K Beauty Toner 5.07 Fl Oz
I'm from$17.424.6★14,344 rev
Newest
by launch dateIm From Rice Toner Korea Glow Milky Rice Toner niacinamide Glass&Dewy Hydration Calming All Skin Types Korean Skin Care 5.07fl.oz
I'm from$22.96117 rev
Rice Toner for Face Rice Hydrating Face Toner for Women & Men Lightweight Facial Moisturizer Targets Dryness Dullness Strengthens Skin Barrier for Sensitive & Combination Skin
CLY AMS$13.7937 rev
ANUA Rice 70 Intensive Moisturizing Milk Hydrating Face Lotion Niacinamide Ceramides All Skin Types Sensitive Skin Moisture Barrier Lightweight Nourishing Korean Skincare 5.07 fl.oz.
ANUA$17.602,573 rev
Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz.
ANUA$18.976,155 rev
TIRTIR Milk Skin Rice Toner - Deep Moisturizing Hydrating and Refreshing for face Niacinamide Ceramide Rice Bran Extract Nature-Oriented Ingredients Korean Skin Care Vegan 150ml / 5.07 fl.oz.
TIRTIR$19.918,015 rev
Trending
90-day click momentumIm From Rice Toner Korea Glow Milky Rice Toner niacinamide Glass&Dewy Hydration Calming All Skin Types Korean Skin Care 5.07fl.oz
I'm from$22.964.6★
Rice Toner for Face Rice Hydrating Face Toner for Women & Men Lightweight Facial Moisturizer Targets Dryness Dullness Strengthens Skin Barrier for Sensitive & Combination Skin
CLY AMS$13.793.7★
Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz.
ANUA$18.974.6★
ANUA Rice 70 Intensive Moisturizing Milk Hydrating Face Lotion Niacinamide Ceramides All Skin Types Sensitive Skin Moisture Barrier Lightweight Nourishing Korean Skincare 5.07 fl.oz.
ANUA$17.604.6★
haruharu wonder Black Rice Hyaluronic Toner for Sensitive Skin Alcohol Free Fragrance Free Deep Hydration Glass Skin Korean Skincare Vegan Cruelty-Free 5.1 fl.oz
HARUHARU$12.914.7★
What buyers say about rice water for face
What buyers praise and complain about, mined from review topics.What buyers love
“Good Moisturiser”
“Great for Sensitive Skin”
“Excellent Product”
“its soft”
“after using this Ive had ZERO issues with dry skin”
“Gives glow”
“Good deal”
“lightweight, and it absorbs beautifully without feeling sticky or heavy”
“Smells clean”
“absorbs well”
What buyers complain about
“Irritated my Skin”
“not moisturizing enough”
“Not for dry skin”
“This broke me out and felt sticky”
“For my skin type this product did not work for me”
“Broke me my skin out”
“also extremely sensitive skin”
“didnt work for me”
“More than doubled the price”
“does not have a strong scent”
Top return reasons
Common questions
- Is rice water for face profitable to sell on Amazon United States?
- The niche generates $2.2M/yr across 8 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -8.7%. Flapen's verdict: Skip it (48/100).
- How competitive is the rice water for face niche?
- 5 brands and 19 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in rice water for face?
- Top complaints mined from reviews: Allergies, Moist/Dry, Suitability Dry Skin. The return rate is 1.4%.
- When does demand for rice water for face peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the rice water for face niche?
- Listings span $12.91–$22.96; the average listing price is $17.69 (sweet spot $15–$100). The average incumbent carries 6,285 reviews — the moat a new listing must climb.