---
title: "Ulta Makeup — $29K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/ulta-makeup"
last_updated: "2026-08-09T13:12:28.692Z"
locale: en
meta:
description: "Niche score 47/100 · $29K/yr market · 102K searches/yr · $21.94 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $29K/yr market · 102K searches/yr · $21.94 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Ulta Makeup — $29K/yr Amazon US Niche (2026) - Flapen"
---
# **ulta makeup**
**Skip it**
A small market ($29K/yr) — this niche doesn't clear our bar today.
Market size 7Growth 9Conversion 16Competition 81Returns 96Price range 76Avg price 92Brand share 76Review moat 15Quality gap 43
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$21.94**
avg listing price — sweet spot $15–$100
**Competition**
**Great****34%**
top-5 click share — an open shelf
**Brand share**
**Great****59%**
top-5 brand share — no brand owns this niche
**Price range**
**Great****$3.39–$53.46**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.3%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****21,683.79**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-31.6%**
90-day search growth — must beat 0% to launch
**Market size**
**Bad****$29K**
$29K/yr · 102K searches
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=us&signal=low_review_barrier "Top brand's reviews < 500")
According to Flapen's Amazon United States niche tracking, ulta makeup is a $29K/yr Amazon United States market (102K searches/yr). The top 5 brands hold 59% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 47/100.
Data updated Jul 15, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **ulta makeup market data**
- **Units sold / yr**
- **2K–2K**
- avg 0–100/product
- **Revenue / yr**
- **$33K–$44K**
- units × avg price
- **Conversion rate**
- **1.3%**
- **Avg BSR**
- **#290**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **93%**
- **Out of stock**
- **3.7%**
- **Avg brand age**
- **52 months**
- **Avg seller age**
- **129 days**
## **Competition & brand share**
Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.
**Brands**
**26 **▼falling
**Sellers**
**151**
**Top-5 brand share**
**59%**
Top 20: 95%
**Top-5 click share**
**34%**
Top 20: 72%
**Open market**
**38%**
- Ulta Beauty34% - e.l.f.9% - Geyomi6% - RevoNext6% - Summer Fridays4% - Essence Cosmetics3%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -31.6% search growth over the last 90 days.
10K6KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 8.8×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/ulta-makeup/trend)
## **Top ulta makeup search terms**
- **ulta makeup**25K/yr-32.7%0.5% conv. - **ulta beauty products**26K/yr-31.1%0.2% conv. - **ulta gift set**24K/yr-37.5%0.6% conv. - **ulta makeup kit**14K/yr-22.9%1.2% conv. - **ulta beauty makeup**5K/yr-44.2%0.3% conv. - **ulta makeup set**5K/yr+0.5%0.5% conv. - **ulta beauty box**2K/yr+11.6%0.0% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/ulta-makeup/search-terms)
## **Top ulta 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%4%$1K8%$2K12%$3K16%$5K1101001K10K100K1.0M 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**Ulta Beauty JoyBright Beauty Box: Disco Dreams**Ulta Beauty**$34.92**4.3★15 rev](https://www.amazon.com/dp/B0DL4R575K) [2**All in One Makeup Kit for Women Full Kit Makeup Set 12 Colors Eyeshadow Foundation & Primer Lipsticks Eyeliner Mascara Contour Stick Brow Soap Brush & Sponge Make Up Gift Set for Women Teens**Geyomi**$21.10**4.3★1,275 rev](https://www.amazon.com/dp/B0BZ4NZTPS) [3**All in One Full Makeup Kit for Women Makeup Set for Women&Beginner Eyeshadow Foundation Lipsticks Eyeliner Mascara Brow Soap Make Up Gift Set for Women Teen Makeup Kit For Girl (A2-02N)**RevoNext**$25.44**4.6★73 rev](https://www.amazon.com/dp/B0F2GWMGX8) [4**JoyBright by Ulta Beauty Y2Cutie Beauty Box Makeup Collection Set with Eyeshadow Palettes Lipstick Blush**Ulta Beauty**$53.46**5.0★1 rev](https://www.amazon.com/dp/B0G4G6L3ZC) [5**JoyBright by Ulta Beauty Box: Happy Hues**Ulta Beauty**$38.10**4.7★19 rev](https://www.amazon.com/dp/B0DPGV473M)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**JoyBright by Ulta Beauty Y2Cutie Beauty Box Makeup Collection Set with Eyeshadow Palettes Lipstick Blush**Ulta Beauty**$53.46**1 rev7mo ago](https://www.amazon.com/dp/B0G4G6L3ZC) [**2025 Ulta Beauty x Mini Brands Advent Calendar**Ulta Beauty**$43.36**222 rev8mo ago](https://www.amazon.com/dp/B0FX5NR8M9) [**Ulta JoyBright 12 Days of Beauty Holiday Collection Makeup and Skincare Gift Set Pink and Blue Ferris Wheel Design Western Theme**ULTA**$22.91**12 rev9mo ago](https://www.amazon.com/dp/B0FW5NPS92) [**All in One Full Makeup Kit for Women Makeup Set for Women&Beginner Eyeshadow Foundation Lipsticks Eyeliner Mascara Brow Soap Make Up Gift Set for Women Teen Makeup Kit For Girl (A2-02N)**RevoNext**$25.44**73 rev1y ago](https://www.amazon.com/dp/B0F2GWMGX8) [**Summer Fridays Jet Lag Essentials - Mini Hydrating Skin Care Set With Jet Lag Mask Eye Patches Deep Hydration Face Serum & Hydration Mist - Travel Size Skincare Kit & Gift Set (4 Count)**Summer Fridays**$34.01**253 rev1y ago](https://www.amazon.com/dp/B0DY1WSW83)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Summer Fridays Jet Lag Essentials - Mini Hydrating Skin Care Set With Jet Lag Mask Eye Patches Deep Hydration Face Serum & Hydration Mist - Travel Size Skincare Kit & Gift Set (4 Count)**Summer Fridays**$34.01**4.6★**▲ 453%**](https://www.amazon.com/dp/B0DY1WSW83) [**e.l.f. Monochromatic Multi Stick Creamy Lightweight Versatile Luxurious Adds Shimmer Easy To Use On The Go Blends Effortlessly Sparkling Rose 0.17 Oz**e.l.f.**$5.42**4.4★**▲ 356%**](https://www.amazon.com/dp/B07MWSRJ89) [**Ulta Beauty Moisturizing Foundation Stick - Medium Warm**Ulta Beauty**$25.06**4.2★**▲ 278%**](https://www.amazon.com/dp/B07G5BVJ7B) [**IT Cosmetics CC+ Cream (Medium) - Natural Full Coverage Foundation With SPF 50+ Color Corrector & Anti-Aging Hydrating Serum Hyaluronic Acid + Peptides Lightweight - 1.08 fl oz**IT Cosmetics**$33.86**4.5★**▲ 245%**](https://www.amazon.com/dp/B01LMMZY6O) [**Ulta Mineral Blush - Peony**Ulta Beauty**$19.92**4.8★**▲ 168%**](https://www.amazon.com/dp/B01M0GWWYZ)
**~~View all trending →~~**
## **What buyers say about ulta makeup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**17%
*“I got the mascara and the primer and absolutely love it”*
**Value For Money**14%
*“Amazing Value”*
**Quality-Overall**13%
*“Great quality set”*
**Color**6%
*“Bright colors”*
**Soft Feel**5%
*“Nice and creamy”*
**Smell**4%
*“Great fragrance”*
**Brush Quality**4%
*“The brushes are beautiful”*
**Ease Of Use**3%
*“Goes on easy”*
**Gifting Purpose**3%
*“Great gift”*
**Moist/Dry**3%
*“It is moisturizing”*
### **What buyers complain about **
**Eyelash Quality**7%
*“It does make eyelashes look false”*
**Quality-Overall**6%
*“Bad Quality”*
**Size-Overall**6%
*“Too short”*
**Smudge Resistance**5%
*“It smudges”*
**Color**5%
*“Didn't like the color”*
**Smell**4%
*“Chemical smell”*
**Moist/Dry**4%
*“A little dry”*
**Durability**4%
*“Falls completely apart”*
**Adhesion/Stickiness**3%
*“didnt like it too sticky”*
**Allergies**3%
*“Itch”*
### **Top return reasons **
**Color**19%
**Size-Overall**16%
**Advertised Vs Actual Product**8%
**Quality-Overall**7%
**Brightness/Shine/Glow**5%
**Functionality-Overall**4%
**Smell**3%
**Adhesion/Stickiness**3%
**Leak-Proof**3%
**Image Magnification**3%
## **Common questions**
- **Is ulta makeup profitable to sell on Amazon United States?**
- The niche generates $29K/yr across 42 tracked products. 3 of 7 products launched in the last 360 days are still selling. 90-day search growth is -31.6%. Flapen's verdict: Skip it (47/100).
- **How competitive is the ulta makeup niche?**
- 26 brands and 151 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 59% of demand.
- **What do buyers complain about in ulta makeup?**
- Top complaints mined from reviews: Eyelash Quality, Quality-Overall, Size-Overall. The return rate is 0.8%.
- **When does demand for ulta makeup peak?**
- Demand peaks in Nov–Dec; the busiest month runs 8.8× the quietest.
- **What does it cost to enter the ulta makeup niche?**
- Listings span $3.39–$53.46; the average listing price is $21.94 (sweet spot $15–$100). The average incumbent carries 21,684 reviews — the moat a new listing must climb.
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