---
title: "Products — the ordinary serum foundation - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/the-ordinary-serum-foundation/products"
last_updated: "2026-08-09T19:21:44.417Z"
locale: en
meta:
  description: "Niche score 29/100 · $34K/yr market · 405K searches/yr · $8.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
  "og:description": "Niche score 29/100 · $34K/yr market · 405K searches/yr · $8.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
  "og:title": "Products — the ordinary serum foundation - Flapen"
---

# **the ordinary serum foundation**

**Skip it**

Soft demand (-37.2% this quarter) — this niche doesn't clear our bar today.

Market size 9Growth 6Conversion 12Competition 24Returns 100Price range 8Avg price 25Brand share 21Review moat 18Quality gap 68

**Returns**

**Incredible****0.1%**

return rate — above 5% kills the launch gate

**Quality gap**

**Good****4.3★**

avg incumbent rating — lower means beatable quality

**Avg price**

**Okay****$8.96**

avg listing price — sweet spot $15–$100

**Competition**

**Bad****71%**

top-5 click share — a locked-up shelf

**Brand share**

**Bad****92%**

top-5 brand share — brand-locked demand

**Review moat**

**Bad****16,225.64**

avg incumbent reviews — the moat a new listing must climb

**Conversion**

**Bad****0.9%**

search→purchase rate — share of searches ending in a sale

**Market size**

**Bad****$34K**

$34K/yr · 405K searches

**Price range**

**Bad****$5.34–$15.89**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Growth**

**Bad****-37.2%**

90-day search growth — must beat 0% to launch

## Products