---
title: "Sephora Makeup — $232K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/sephora-makeup"
last_updated: "2026-08-06T18:43:55.258Z"
locale: en
meta:
description: "Niche score 41/100 · $232K/yr market · 317K searches/yr · $11.83 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · $232K/yr market · 317K searches/yr · $11.83 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Sephora Makeup — $232K/yr Amazon US Niche (2026) - Flapen"
---
# **sephora makeup**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 44Growth 51Conversion 68Competition 7Returns 99Price range 63Avg price 49Brand share 0Review moat 15Quality gap 25
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Good****6.2%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****$1.99–$37.53**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Good****+22.1%**
90-day search growth — must beat 0% to launch
**Avg price**
**Okay****$11.83**
avg listing price — sweet spot $15–$100
**Market size**
**Okay****$232K**
$232K/yr · 317K searches
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****22,708**
avg incumbent reviews — the moat a new listing must climb
**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, sephora makeup is a $232K/yr Amazon United States market (317K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Aug–Sep. Verdict: Skip it — 41/100.
Data updated Jul 23, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **sephora makeup market data**
- **Units sold / yr**
- **40K–50K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **$473K–$592K**
- units × avg price
- **Conversion rate**
- **6.2%**
- **Avg BSR**
- **#47**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **71%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **43 months**
- **Avg seller age**
- **144 days**
## **Competition & brand share**
The top 5 products capture 92% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**5 **▲rising
**Sellers**
**50**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**92%**
Top 20: 100%
**Open market**
**0%**
- Neutrogena72% - World Amenities10% - mivida8% - Pink Sky7% - Air Jungles3%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +22.1% search growth over the last 90 days.
15K10KSpike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Aug, Sep · busiest ÷ quietest = 2.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/sephora-makeup/trend)
## **Top sephora makeup search terms**
- **mini makeup wipes**65K/yr+20.9%8.2% conv. - **individual makeup remover wipes**47K/yr+16.2%9.1% conv. - **makeup remover wipes individually wrapped**33K/yr+33.6%6.9% conv. - **makeup wipes individually wrapped**24K/yr+32.0%10.1% conv. - **individual face wipes**15K/yr+29.8%4.4% conv. - **individual makeup wipes**13K/yr+23.2%10.4% conv. - **face wipes individually wrapped**13K/yr+28.7%4.4% conv. - **individually wrapped makeup wipes**12K/yr+3.9%7.4% conv. - **make up wipes individually wrapped**12K/yr+22.9%8.9% conv. - **mini makeup remover wipes**13K/yr+12.2%7.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/sephora-makeup/search-terms)
## **Top sephora makeup 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%20%$46K40%$93K60%$139K80%$185K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 7 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Neutrogena Makeup Remover Towelettes for Face with Micellar Water Daily Alcohol-Free 20 ct**Neutrogena**$6.40**4.8★73,952 rev](https://www.amazon.com/dp/B07GKVBQDG) [2**World Amenities - Makeup Remover Wipes - Alcohol Free - Vitamin E Face Wipes for Sensitive Skin Comfort - Individually Wrapped - Travel Friendly Facial Cleansing Wipes - 50 Count**World Amenities**$11.60**4.5★1,502 rev](https://www.amazon.com/dp/B081DJMVVB) [3**mivida 40 Count Hypoallergenic Makeup Wipes Individually Wrapped with Vitamin E | Dermatologist Tested Face Wipes | Alcohol-Free Fragrance Free Individual Makeup Remover Wipes for Sensitive Skin**mivida**$8.08**4.5★389 rev](https://www.amazon.com/dp/B0G52NPY2B) [4**Brookstone Makeup Remover Wipes Individually Wrapped - Bulk Eye & Face Wipes for Travel Single Makeup Remover Packets for Mascara Oil & Dirt - Alcohol-Free Cleansing Towelettes 40 Count.**Pink Sky**$8.93**4.4★161 rev](https://www.amazon.com/dp/B0DGQXRFN1) [5**Neutrogena Fragrance-Free Makeup Remover Wipes Singles Individually Wrapped Face Towelettes Gently Remove Dirt Oil Waterproof Mascara & Makeup Alcohol-Free Daily Face Wipes for Travel 20 ct**Neutrogena**$37.53**4.8★73,952 rev](https://www.amazon.com/dp/B07WNH32N3)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**mivida 40 Count Hypoallergenic Makeup Wipes Individually Wrapped with Vitamin E | Dermatologist Tested Face Wipes | Alcohol-Free Fragrance Free Individual Makeup Remover Wipes for Sensitive Skin**mivida**$8.08**389 rev6mo ago](https://www.amazon.com/dp/B0G52NPY2B) [**Brookstone Makeup Remover Wipes Individually Wrapped - Bulk Eye & Face Wipes for Travel Single Makeup Remover Packets for Mascara Oil & Dirt - Alcohol-Free Cleansing Towelettes 40 Count.**Pink Sky**$8.93**161 rev1y ago](https://www.amazon.com/dp/B0DGQXRFN1) [**Air Jungles Pink Micellar Makeup Remover Wipes 25 Ct Individually Wrapped**Air Jungles**$8.27**480 rev2y ago](https://www.amazon.com/dp/B0CLBBW6J6) [**World Amenities - Makeup Remover Wipes - Alcohol Free - Vitamin E Face Wipes for Sensitive Skin Comfort - Individually Wrapped - Travel Friendly Facial Cleansing Wipes - 50 Count**World Amenities**$11.60**1,502 rev6y ago](https://www.amazon.com/dp/B081DJMVVB) [**Neutrogena Fragrance-Free Makeup Remover Wipes Singles Individually Wrapped Face Towelettes Gently Remove Dirt Oil Waterproof Mascara & Makeup Alcohol-Free Daily Face Wipes for Travel 20 ct**Neutrogena**$37.53**73,952 rev7y ago](https://www.amazon.com/dp/B07WNH32N3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**mivida 40 Count Hypoallergenic Makeup Wipes Individually Wrapped with Vitamin E | Dermatologist Tested Face Wipes | Alcohol-Free Fragrance Free Individual Makeup Remover Wipes for Sensitive Skin**mivida**$8.08**4.5★**▲ 149%**](https://www.amazon.com/dp/B0G52NPY2B) [**Neutrogena Fragrance-Free Makeup Remover Wipes Singles Individually Wrapped Face Towelettes Gently Remove Dirt Oil Waterproof Mascara & Makeup Alcohol-Free Daily Face Wipes for Travel 20 ct**Neutrogena**$37.53**4.8★**▲ 38%**](https://www.amazon.com/dp/B07WNH32N3) [**World Amenities - Makeup Remover Wipes - Alcohol Free - Vitamin E Face Wipes for Sensitive Skin Comfort - Individually Wrapped - Travel Friendly Facial Cleansing Wipes - 50 Count**World Amenities**$11.60**4.5★**▲ 26%**](https://www.amazon.com/dp/B081DJMVVB) [**Brookstone Makeup Remover Wipes Individually Wrapped - Bulk Eye & Face Wipes for Travel Single Makeup Remover Packets for Mascara Oil & Dirt - Alcohol-Free Cleansing Towelettes 40 Count.**Pink Sky**$8.93**4.4★**— 6%**](https://www.amazon.com/dp/B0DGQXRFN1) [**Neutrogena Make-Up Remover Cleansing Towelettes 7 Count Packaging May Vary**Neutrogena**$1.99**4.7★**— 1%**](https://www.amazon.com/dp/B01EMYW7BY)
**~~View all trending →~~**
## **What buyers say about sephora makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Ease Of Use**14%
*“Ease of use”*
**Ease Of Cleaning**13%
*“Excellent cleanser”*
**Quality-Overall**7%
*“A good and effective product”*
**Moist/Dry**7%
*“moisturized”*
**Cleansing**7%
*“cleanses my skin just as described”*
**Soft Feel**7%
*“Soft for the skin”*
**Efficiency**6%
*“Gets the job done well”*
**Value For Money**5%
*“Good deal”*
**Size-Overall**4%
*“Convenient Size”*
**Smell**4%
*“clean scent”*
### **What buyers complain about **
**Smell**17%
*“Awful smell”*
**Moist/Dry**9%
*“The water has dried up”*
**Allergies**8%
*“Allergic Reaction”*
**Value For Money**7%
*“too expensive”*
**Ease Of Cleaning**5%
*“were not real effective at removing makeup”*
**Size-Overall**4%
*“They are bigger”*
**Functionality-Overall**3%
*“These dont do very well”*
**Ease Of Use**3%
*“These are not going to be easy to use”*
**Sensitivity-Overall**2%
*“Burns dont recommend for sensitive skin”*
**Skin Health**2%
*“Burns my face”*
### **Top return reasons **
**Value For Money**23%
**Size-Overall**22%
**Smell**17%
**Advertised Vs Actual Product**10%
**Moist/Dry**6%
**Leak-Proof**4%
**Defective Material/Parts**2%
**Functionality-Overall**2%
**Quality-Overall**2%
**Product Condition**2%
## **Common questions**
- **Is sephora makeup profitable to sell on Amazon United States?**
- The niche generates $232K/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +22.1%. Flapen's verdict: Skip it (41/100).
- **How competitive is the sephora makeup niche?**
- 5 brands and 50 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in sephora makeup?**
- Top complaints mined from reviews: Smell, Moist/Dry, Allergies. The return rate is 0.3%.
- **When does demand for sephora makeup peak?**
- Demand peaks in Jul–Aug–Sep; the busiest month runs 2.3× the quietest.
- **What does it cost to enter the sephora makeup niche?**
- Listings span $1.99–$37.53; the average listing price is $11.83 (sweet spot $15–$100). The average incumbent carries 22,708 reviews — the moat a new listing must climb.
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