---
title: "Eyeshadow Brushes — £171K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/eyeshadow-brushes"
last_updated: "2026-08-09T17:19:53.915Z"
locale: en
meta:
description: "Niche score 46/100 · £171K/yr market · 294K searches/yr · £4.91 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · £171K/yr market · 294K searches/yr · £4.91 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Eyeshadow Brushes — £171K/yr Amazon UK Niche (2026) - Flapen"
---
# **eyeshadow brushes**
**Skip it**
Prices mostly outside the sweet spot ($1.97–$10.73) — this niche doesn't clear our bar today.
Market size 35Growth 20Conversion 95Competition 40Returns 99Price range 0Avg price 14Brand share 58Review moat 31Quality gap 45
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.9%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Good****70%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****61%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£171K**
£171K/yr · 294K searches
**Review moat**
**Okay****3,354.62**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-10.4%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£4.91**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.97–£10.73**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eyeshadow brushes is a £171K/yr Amazon United Kingdom market (294K searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 46/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **eyeshadow brushes market data**
- **Units sold / yr**
- **30K–40K**
- avg 1,250–1,500/product
- **Revenue / yr**
- **£147K–£196K**
- units × avg price
- **Conversion rate**
- **11.9%**
- **Avg BSR**
- **#57**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **67%**
- **Out of stock**
- **4.2%**
- **Avg brand age**
- **33 months**
- **Avg seller age**
- **182 days**
## **Competition & brand share**
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**17 **▼falling
**Sellers**
**47**
**Top-5 brand share**
**70%**
Top 20: 100%
**Top-5 click share**
**61%**
Top 20: 99%
**Open market**
**26%**
- IMPORA LONDON39% - MSQ9% - LacyMC9% - REAL TECHNIQUES8% - Lamora5% - EcoTools4%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -10.4% search growth over the last 90 days.
9K7KSpike '24Holiday '24Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/eyeshadow-brushes/trend)
## **Top eyeshadow brushes search terms**
- **eyeshadow brushes**119K/yr-5.2%9.1% conv. - **eyeshadow brush**36K/yr-6.2%9.9% conv. - **eye makeup brushes**26K/yr-21.7%6.4% conv. - **eye shadow brushes set**22K/yr-17.5%11.2% conv. - **eye shadow brush**19K/yr+1.1%13.6% conv. - **eyeshadow brush set**10K/yr-27.0%6.6% conv. - **eye brushes makeup**8K/yr-14.8%6.7% conv. - **eye make up brushes**8K/yr-6.7%9.9% conv. - **eye brushes**8K/yr-10.5%6.0% conv. - **eye shadow brushes**8K/yr-23.1%9.9% conv. [**All search terms **](https://flapen.com/research/uk/beauty/eyeshadow-brushes/search-terms)
## **Top eyeshadow brushes 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%10%£17K20%£34K30%£51K40%£69K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Eye Brush Set Double Ended Makeup Brushes by Impora London. Eyeshadow Tools for Blending Defining Smudging Shading. Perfect for Travel.**IMPORA LONDON**£3.33**4.5★2,859 rev](https://www.amazon.co.uk/dp/B078YDBK9G) [2![Eye Makeup Brush Set by Impora London. Includes - Eyeshadow Blending Pencil & Eyeliner Brushes [7 + Metal Case]. Perfect for Travel](https://m.media-amazon.com/images/I/31nDgUmZPML.jpg)**Eye Makeup Brush Set by Impora London. Includes - Eyeshadow Blending Pencil & Eyeliner Brushes \[7 + Metal Case\]. Perfect for Travel**IMPORA LONDON**£4.55**4.5★3,362 rev](https://www.amazon.co.uk/dp/B016IGHF3Y) [3**LacyMC Eye Makeup Brush Set Angled Brush Precision Eyeshadow Tools for Blending Defining Smudging Shading**LacyMC**£4.31**4.5★2,070 rev](https://www.amazon.co.uk/dp/B0BY8JN8L6) [4**MSQ Eyeshadow Brushes 12Pcs Professional Eye Makeup Brush Set Eye Makeup Brushes Set for Concealer Eyeliner Eyelash Eyebrow Blending Contour (Pure Black)**MSQ**£6.61**4.6★3,528 rev](https://www.amazon.co.uk/dp/B09X9TFKPK) [5**Real Techniques Eye Shade and Blend Makeup Brush Trio For Eyeshadow and Liner Makeup Tools for Shaping and Grooming Brows Defined Makeup Look Synthetic Bristles Vegan and Cruelty-Free 3 Count**REAL TECHNIQUES**£5.40**4.7★11,061 rev](https://www.amazon.co.uk/dp/B01N1MKXEM)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Lamora Blending Eye + Liquid Eyeshadow Dual-Ended Makeup Brush - Precision Duo Blending Brush for Defining Shading Buffing Liquid and Cream Eye Shadow - Vegan Cruelty-Free Synthetic Bristles**Lamora**£4.22**7 rev6mo ago](https://www.amazon.co.uk/dp/B0DV9RF3LY) [**flintronic Eyeshadow Brush Set 10PCS Professional Eye Makeup Brush Set Angled Brush Eyeshadow Eyeliner Blending Crease Kit Precision Eyeshadow Tools for Blending Defining Smudging Shading**flintronic**£3.34**37 rev10mo ago](https://www.amazon.co.uk/dp/B0FP8GNGHG) [**2pcs Eyeshadow Brush Smudge Brush 2 in 1 Eyeshadow Double Ended Brushes Eye Makeup Brushes Blending Small Soft Firm Pointed Foundation Applicator for Concealer Eyebrows Eyeliner**FdcLixuvol**£3.24**174 rev1y ago](https://www.amazon.co.uk/dp/B0F8PYHWQH) [**iCovalescent 10 Piece Makeup Brush Set Professional Make-Up Brush Set Powder Foundation Eyeshadow Concealer Eyeshadow Make-Up Brush with Make-up Bag**iCovalescent**£3.97**109 rev1y ago](https://www.amazon.co.uk/dp/B0DT9L26QL) [**TEOYALL Eyeshadow Blending Brush Soft Dense Synthetic Bristles Crease Brush For Powder Cream Contour Bronzer Concealer**TEOYALL**£2.88**687 rev1y ago](https://www.amazon.co.uk/dp/B0DDX3NP72)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**flintronic Eyeshadow Brush Set 10PCS Professional Eye Makeup Brush Set Angled Brush Eyeshadow Eyeliner Blending Crease Kit Precision Eyeshadow Tools for Blending Defining Smudging Shading**flintronic**£3.34**4.0★**▲ 326%**](https://www.amazon.co.uk/dp/B0FP8GNGHG) [**e.l.f. Smoky Eye Brush Kit 5-Piece Make-up Brush Set for Creating a Smoky Eye Look Apply & Blend Eyeshadow Vegan & Cruelty-Free**e.l.f.**£10.73**4.6★**▲ 85%**](https://www.amazon.co.uk/dp/B07ZR14Y6P) [**2pcs Eyeshadow Brush Smudge Brush 2 in 1 Eyeshadow Double Ended Brushes Eye Makeup Brushes Blending Small Soft Firm Pointed Foundation Applicator for Concealer Eyebrows Eyeliner**FdcLixuvol**£3.24**4.5★**▲ 74%**](https://www.amazon.co.uk/dp/B0F8PYHWQH) [**Lamora Blending Eye + Liquid Eyeshadow Dual-Ended Makeup Brush - Precision Duo Blending Brush for Defining Shading Buffing Liquid and Cream Eye Shadow - Vegan Cruelty-Free Synthetic Bristles**Lamora**£4.22**4.0★**▲ 67%**](https://www.amazon.co.uk/dp/B0DV9RF3LY) [**Oscar Charles 8-Piece Professional Eye Makeup Brush Set with Soft Blending Brushes Eyeshadow Brushes and Eyebrow Brushes - Rose Gold**Oscar Charles**£6.45**4.6★**▲ 54%**](https://www.amazon.co.uk/dp/B07WFVQH3L)
**~~View all trending →~~**
## **What buyers say about eyeshadow brushes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Brush Quality**26%
*“Great quality brushes for a great price”*
**Quality-Overall**20%
*“Good quality and easy to store”*
**Value For Money**20%
*“Excellent value for money”*
**Soft Feel**9%
*“Very soft”*
**Advertised Vs Actual Product**7%
*“Just what I wanted”*
**Ease Of Use**5%
*“so much easier”*
**Eyelash Quality**2%
*“I loved this for my eyeshadow”*
**Color**2%
*“These are very handy as can use a different one for different colours”*
**Gifting Purpose**1%
*“was given us a gift”*
**Ease Of Application**1%
*“Having a few different brushes together makes it much easier to apply”*
### **What buyers complain about **
**Quality-Overall**33%
*“Not a good quality”*
**Value For Money**10%
*“Not the best bristles cheap”*
**Size-Overall**8%
*“A bit larger than I thought”*
**Soft Feel**5%
*“brush head too soft really”*
**Advertised Vs Actual Product**5%
*“Like another buyer on here the count was short by 3 so not 50 as advertised”*
**Natural Resource Wastage**5%
*“waste of money”*
**Weight Light**5%
*“sooooooo light”*
**Brush Quality**5%
*“The brushes shed”*
**Hard Feel**3%
*“brushes a bit harsh”*
**Durability**3%
*“non durable brushes”*
### **Top return reasons **
**Quality-Overall**28%
**Size-Overall**20%
**Advertised Vs Actual Product**7%
**Soft Feel**7%
**Brush Quality**7%
**Functionality-Overall**5%
**Ease Of Use**3%
**Shape/Style**3%
**Smell**3%
**Value For Money**2%
## **Common questions**
- **Is eyeshadow brushes profitable to sell on Amazon United Kingdom?**
- The niche generates £171K/yr across 21 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -10.4%. Flapen's verdict: Skip it (46/100).
- **How competitive is the eyeshadow brushes niche?**
- 17 brands and 47 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 70% of demand.
- **What do buyers complain about in eyeshadow brushes?**
- Top complaints mined from reviews: Quality-Overall, Value For Money, Size-Overall. The return rate is 0.3%.
- **When does demand for eyeshadow brushes peak?**
- Demand peaks in Nov–Dec; the busiest month runs 1.8× the quietest.
- **What does it cost to enter the eyeshadow brushes niche?**
- Listings span £1.97–£10.73; the average listing price is £4.91 (sweet spot $15–$100). The average incumbent carries 3,355 reviews — the moat a new listing must climb.
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