---
title: "Rice Water for Face — $2.2M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/rice-water-for-face"
last_updated: "2026-08-10T21:57:02.629Z"
locale: en
meta:
description: "Niche score 48/100 · $2.2M/yr market · 1.6M searches/yr · $17.69 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · $2.2M/yr market · 1.6M searches/yr · $17.69 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Rice Water for Face — $2.2M/yr Amazon US Niche (2026) - Flapen"
---
# **rice water for face**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 95Growth 21Conversion 79Competition 6Returns 87Price range 78Avg price 82Brand share 0Review moat 24Quality gap 43
**Market size**
**Incredible****$2.2M**
$2.2M/yr · 1.6M searches
**Returns**
**Great****1.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$17.69**
avg listing price — sweet spot $15–$100
**Conversion**
**Great****7.9%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Great****$12.91–$22.96**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****6,284.75**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-8.7%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****92%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
50K30KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/rice-water-for-face/trend)
## **Top rice water for face search terms**
- **anua toner**480K/yr+4.2%8.6% conv. - **rice toner**360K/yr-20.2%4.0% conv. - **im from rice toner**180K/yr-21.1%5.7% conv. - **rice toner korean**103K/yr-14.7%3.8% conv. - **rice water toner**65K/yr-13.5%3.3% conv. - **anua rice 70 glow milky toner**39K/yr+56.6%12.3% conv. - **im from**62K/yr-10.6%0.6% conv. - **anua rice toner**61K/yr-17.3%9.1% conv. - **anua milky toner**43K/yr-6.2%9.6% conv. - **rice milk toner**32K/yr-15.2%3.0% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/rice-water-for-face/search-terms)
## **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.
0%15%$336K30%$671K45%$1.0M60%$1.3M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$18.97**4.6★6,155 rev](https://www.amazon.com/dp/B0D54F8XYK) [2**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**$17.99**4.5★14,683 rev](https://www.amazon.com/dp/B08CMS8P67) [3**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**$22.96**4.6★117 rev](https://www.amazon.com/dp/B0GL23FXCZ) [4**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**$13.79**3.7★37 rev](https://www.amazon.com/dp/B0G13ZGH79) [5**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**$17.42**4.6★14,344 rev](https://www.amazon.com/dp/B07K23HV61)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$22.96**117 rev5mo ago](https://www.amazon.com/dp/B0GL23FXCZ) [**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**$13.79**37 rev8mo ago](https://www.amazon.com/dp/B0G13ZGH79) [**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**$17.60**2,573 rev2y ago](https://www.amazon.com/dp/B0D8HMWWRG) [**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**$18.97**6,155 rev2y ago](https://www.amazon.com/dp/B0D54F8XYK) [**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**$19.91**8,015 rev2y ago](https://www.amazon.com/dp/B0CG1H8YRS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$22.96**4.6★**▲ 243%**](https://www.amazon.com/dp/B0GL23FXCZ) [**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**$13.79**3.7★**▲ 210%**](https://www.amazon.com/dp/B0G13ZGH79) [**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**$18.97**4.6★**▲ 17%**](https://www.amazon.com/dp/B0D54F8XYK) [**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**$17.60**4.6★**— 2%**](https://www.amazon.com/dp/B0D8HMWWRG) [**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**$12.91**4.7★**— 6%**](https://www.amazon.com/dp/B0971YC8W1)
**~~View all trending →~~**
## **What buyers say about rice water for face**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**24%
*“Good Moisturiser”*
**Suitability Combination Skin**13%
*“Great for Sensitive Skin”*
**Quality-Overall**10%
*“Excellent Product”*
**Soft Feel**9%
*“its soft”*
**Suitability Dry Skin**7%
*“after using this Ive had ZERO issues with dry skin”*
**Brightness/Shine/Glow**5%
*“Gives glow”*
**Value For Money**4%
*“Good deal”*
**Weight Light**3%
*“lightweight, and it absorbs beautifully without feeling sticky or heavy”*
**Smell**2%
*“Smells clean”*
**Absorbency**2%
*“absorbs well”*
### **What buyers complain about **
**Allergies**14%
*“Irritated my Skin”*
**Moist/Dry**7%
*“not moisturizing enough”*
**Suitability Dry Skin**5%
*“Not for dry skin”*
**Adhesion/Stickiness**4%
*“This broke me out and felt sticky”*
**Suitability Combination Skin**4%
*“For my skin type this product did not work for me”*
**Skin Health**4%
*“Broke me my skin out”*
**Sensitivity-Overall**3%
*“also extremely sensitive skin”*
**Functionality-Overall**3%
*“didnt work for me”*
**Value For Money**3%
*“More than doubled the price”*
**Smell**3%
*“does not have a strong scent”*
### **Top return reasons **
**Functionality-Overall**12%
**Moist/Dry**10%
**Advertised Vs Actual Product**9%
**Value For Money**8%
**Suitability Combination Skin**5%
**Leak-Proof**5%
**Skin Health**5%
**Adhesion/Stickiness**5%
**Smell**4%
**Suitability Dry Skin**4%
## **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.
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