Is foundation brush profitable to sell on Amazon United Kingdom?

The niche generates £370K/yr across 21 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.9%. Flapen's verdict: Skip it (46/100).

How competitive is the foundation brush niche?

13 brands and 29 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 74% of demand.

What do buyers complain about in foundation brush?

Top complaints mined from reviews: Durability, Quality-Overall, Size-Overall. The return rate is 0.3%.

When does demand for foundation brush peak?

Demand peaks in Mar; the busiest month runs 1.6× the quietest.

What does it cost to enter the foundation brush niche?

Listings span £2.46–£10.35; the average listing price is £4.91 (sweet spot $15–$100). The average incumbent carries 10,047 reviews — the moat a new listing must climb.

foundation brush

Skip it

Prices mostly outside the sweet spot ($2.46–$10.35) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Great11.0%

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

Market size

Good£370K

£370K/yr · 685K searches

Brand share

Good74%

top-5 brand share — brands hold most of the demand

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Okay64%

top-5 click share — leaders hold, buyers still browse

Review moat

Bad10,047.48

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-12.9%

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

Avg price

Bad£4.91

avg listing price — sweet spot $15–$100

Price range

Bad£2.46–£10.35

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

According to Flapen's Amazon United Kingdom niche tracking, foundation brush is a £370K/yr Amazon United Kingdom market (685K searches/yr). The top 5 brands hold 74% of demand. Demand peaks in Mar. Verdict: Skip it — 46/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

foundation brush market data

Units sold / yr: 80K–100K; avg 3,000–4,000/product
Revenue / yr: £393K–£491K; units × avg price
Conversion rate: 11.0%
Avg BSR: #35
Page quality: 0%
Prime: 100%
Sponsored: 95%
Out of stock: 10.1%
Avg brand age: 37 months
Avg seller age: 157 days

Competition & brand share

The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 falling

Sellers

Top-5 brand share

74%

Top 20: 100%

Top-5 click share

64%

Top 20: 99%

Open market

18%

Lamora21%
HAPPITON19%
REAL TECHNIQUES14%
e.l.f.10%
KESHIMA9%
IMPORA LONDON8%
Open — no brand owns it (7 brands, 18%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.9% search growth over the last 90 days.

Peak months: Mar · busiest ÷ quietest = 1.6×

Open Trend

Top foundation brush search terms

foundation brush496K/yr -15.0%10.9% conv.
foundation brush for liquid makeup61K/yr -12.2%10.6% conv.
real techniques foundation brush27K/yr -21.6%8.8% conv.
foundation brushes19K/yr +16.7%4.3% conv.
liquid foundation brush17K/yr +9.7%5.3% conv.
foundation brush for mature skin9K/yr +3.7%10.3% conv.
stippling brush11K/yr -20.3%1.8% conv.
foundation brush flat top5K/yr -8.1%5.7% conv.
dense foundation brush5K/yr +22.7%5.2% conv.
foundation makeup brushes6K/yr -35.7%7.6% conv.

All search terms

Top foundation brush 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.

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

Make Up Brush Foundation Kabuki Flat Top - Perfect For Blending Liquid Cream or Flawless Powder Cosmetics - Buffing Stippling Concealer - Premium Quality Synthetic Dense Bristles!

Lamora£5.824.6★14,936 rev

Makeup Brush Foundation Brush Kabuki Flat Top Face Brushes for Liquid Cream or Flawless Powder Buffing Stippling Concealer

HAPPITON£3.324.5★2,214 rev

Flat Top Kabuki Brush By Keshima - Premium Foundation Brush Buffing Brush Blending Brush Face Brush

KESHIMA£5.344.6★39,427 rev

Real Techniques Expert Face Makeup Brush For Liquid and Cream Foundation Blush and Bronzer Buildable Coverage for Base Makeup Dense Synthetic Bristles Vegan and Cruelty-Free 1 Count

REAL TECHNIQUES£5.414.6★17,057 rev

e.l.f. Camo Liquid Blush Brush Angled Blush Brush Ideal For Applying & Blending Colours On Cheeks Soft Dense Bristles Vegan & Cruelty-free

e.l.f.£4.574.7★3,528 rev

Newest

by launch date

e.l.f. Smooth Swipe Foundation Brush Face Makeup Brush for a Natural-Looking Finish for Liquid & Cream Formulas Vegan & Cruelty-Free

e.l.f.£5.77267 rev

7mo ago

Start Makers Makeup Brushes 3PCS Set Foundation Contour Concealer Brush for Liquid & Powder Professional Vegan Synthetic Kabuki Brushes for Flawless Blending Buffing & Setting

Start Makers£6.29102 rev

11mo ago

Start Makers Foundation Brush Set Soft Dense Synthetic Kabuki Foundation Brushes & Concealer Brush for Liquid Cream Powder 2PCS Vegan Make Up Brush Flawless Makeup Application

Start Makers£5.801,414 rev

1y ago

TEOYALL Domed Foundation Brush Soft Dense Synthetic Bristles Blending Brush for Liquid Cream Foundation Bronzer Contour

TEOYALL£3.432,230 rev

1y ago

G4GADGET Liquid Foundation Brush Flat Top Kabuki Makeup Brush for Blending Cream Liquid & Powder Dense Synthetic Bristles Perfect for Foundation Blush & Bronzer Vegan & Cruelty-Free

G4GADGET£3.3343 rev

2y ago

What buyers say about foundation brush

What buyers praise and complain about, mined from review topics.

What buyers love

Brush Quality25%

“Perfect Makeup Brush”

Quality-Overall19%

“Nice brushes, good quality”

Soft Feel15%

“The bristles are soft”

Value For Money14%

“Value for money”

Advertised Vs Actual Product4%

“As advertised”

Ease Of Use2%

“Easy to use”

Ease Of Application2%

“Lovely application”

Coverage2%

“Good coverage”

Ease Of Cleaning2%

“Easy to clean”

Size-Overall2%

“Very good nice size”

What buyers complain about

Durability17%

“Broke after 8 months”

Quality-Overall13%

“Rubbish quality as others said”

Size-Overall8%

“Tiny brushes”

Brush Quality6%

“Bristles falling out very quickly”

Value For Money3%

“Too expensive”

Hard Feel3%

“Bristles too soft”

Thickness3%

“thickness is the issue”

Adhesion/Stickiness2%

“I accidentally got liquid on the glued part”

Hair Related2%

“Second purchase because first started to lose hairs after several months”

Functionality-Overall2%

“just didnt work for me as it left my makeup looking streaky, Returned”

Top return reasons

Size-Overall40%

Quality-Overall19%

Advertised Vs Actual Product6%

Brush Quality5%

Soft Feel5%

Functionality-Overall3%

Value For Money2%

Strength2%

Product Condition2%

Hard Feel2%

Common questions

Is foundation brush profitable to sell on Amazon United Kingdom?: The niche generates £370K/yr across 21 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.9%. Flapen's verdict: Skip it (46/100).
How competitive is the foundation brush niche?: 13 brands and 29 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 74% of demand.
What do buyers complain about in foundation brush?: Top complaints mined from reviews: Durability, Quality-Overall, Size-Overall. The return rate is 0.3%.
When does demand for foundation brush peak?: Demand peaks in Mar; the busiest month runs 1.6× the quietest.
What does it cost to enter the foundation brush niche?: Listings span £2.46–£10.35; the average listing price is £4.91 (sweet spot $15–$100). The average incumbent carries 10,047 reviews — the moat a new listing must climb.