makeup brushes
Worth a lookShows low returns (0.4%), but soft demand (-12.1% this quarter) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Market size
Great£1.3M£1.3M/yr · 2.9M searches
Conversion
Good5.5%search→purchase rate — share of searches ending in a sale
Brand share
Good69%top-5 brand share — brands hold most of the demand
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Price range
Okay£3.29–£19.91cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£8.41avg listing price — sweet spot $15–$100
Review moat
Bad9,139.84avg incumbent reviews — the moat a new listing must climb
Growth
Bad-12.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, makeup brushes is a £1.3M/yr Amazon United Kingdom market (2.9M searches/yr). The top 5 brands hold 69% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 53/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
makeup brushes market data
- Units sold / yr
- 150K–200K
- avg 5,000–6,000/product
- Revenue / yr
- £1.3M–£1.7M
- units × avg price
- Conversion rate
- 5.5%
- Avg BSR
- #27
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 72%
- Out of stock
- 2.0%
- Avg brand age
- 36 months
- Avg seller age
- 161 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
17 flat
Sellers
46
Top-5 brand share
69%
Top 20: 100%
Top-5 click share
52%
Top 20: 94%
Open market
26%
- HEYMKGO25%
- BEAKEY20%
- REAL TECHNIQUES12%
- Lamora6%
- Glamour Gaze6%
- AMMIY5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.1% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.8×
Top makeup brushes search terms
- makeup brushes1.4M/yr
- make up brushes659K/yr
- makeup brush set222K/yr
- makeup brush99K/yr
- make up brush set106K/yr
- make up brush60K/yr
- make-up brushes & tools67K/yr
- make up brushes set56K/yr
- brush set44K/yr
- makeup brushes sets53K/yr
Top makeup 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
BEAKEY Diversity Makeup Brushes 12 Pcs Makeup Kit Premium Synthetic Kabuki Foundation Face Powder Concealer Eyeshadow Blush Set with 2 Pcs Blender Sponges (Black/Silver)
BEAKEY£6.484.5★81,004 rev
HEYMKGO Makeup Brushes 15 Pcs Make Up Brushes Set Professional Champagne Gold Makeup Brush Pack Foundation Blending Powder Blush Concealers Eyeshadow Eyeliner Make-up Brush Kits with Cosmetics Bag
HEYMKGO£8.334.6★6,722 rev
Makeup Brushes 10Pcs Marble Makeup Brush Set Foundation Powder Blush Blending Eyeshadow Brushes Sets
Glamour Gaze£4.324.5★10,281 rev
REAL TECHNIQUES Au Naturale Makeup Brush Kit For Foundation Powders and Concealers Premium Quality Face Brushes 9 Piece Set Gold
REAL TECHNIQUES£15.184.7★1,872 rev
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
Newest
by launch date
HEYMKGO 16pcs Makeup Brushes with Travel Pouch Professional Wooden Handle Foundation Brush Concealer Brush & Complete Makeup Brush Set for Flawless Makeup.
HEYMKGO£10.18527 rev
Oscar Charles Essential Makeup Brush Set 5 Piece Powder Foundation Concealer Blending Make Up Brushes with Beauty Sponge Pink and White
Oscar Charles£5.6852 rev
PORTENTUM Makeup Kit - 12Pcs Premium Synthetic Kabuki Foundation Face Powder Concealers Eyeshadow Blush Brushes Set
PORTENTUM£5.631,836 rev
HEYMKGO Makeup Brushes 12PCS Professional Makeup Brush Set Premium Synthetic Foundation Powder Blush Blending Lip Eyeshadow Eyebrow Make Up Brush Kit with Travel Bag
HEYMKGO£8.28530 rev
Makeup Brushes HEYMKGO Makeup Brush Set Professional 18 Pcs Make up Brushes with Travel Bag Premium Synthetic Foundation Powder Blush Blending Face Brush Eyeshadow Eyeliner Make Up Brush Kit
HEYMKGO£11.68421 rev
Trending
90-day click momentum
e.l.f. Professional Set of 12 Makeup Brushes Pro-Worthy Makeup Brushes for a Flawless Full-Face Application Vegan & Cruelty-Free
e.l.f.£12.714.5★
HEYMKGO 16pcs Makeup Brushes with Travel Pouch Professional Wooden Handle Foundation Brush Concealer Brush & Complete Makeup Brush Set for Flawless Makeup.
HEYMKGO£10.184.6★
Makeup Brushes ZHIYE 14 Pcs Make Up Brushes Professional Make Up Makeup Brush Set Not Include
ZHIYE£3.814.3★
Real Techniques Face Base Makeup Brush Kit For Concealer Foundation & Contour Works With Liquid Cream & Powder Products Staples For Blending & Buffing 4 Piece Set
REAL TECHNIQUES£10.354.6★
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★
What buyers say about makeup brushes
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Product”
“Brilliant Brush”
“Excellent value”
“The bristles are super soft”
“As advertised”
“Gift”
“Perfect size”
“Easy to use”
“Great Colour”
“Durable,long lasting and easy to use”
What buyers complain about
“Bad quality brushes”
“Fell apart”
“quite small brushes”
“Inaccurate title”
“Waste of money”
“Chemical smell and bad bristles”
“brushes are too soft”
“Came broken and used”
“I accidentally got liquid on the glued part”
“Very flimsy and cheap break so easily not durable or sturdy”
Top return reasons
Common questions
- Is makeup brushes profitable to sell on Amazon United Kingdom?
- The niche generates £1.3M/yr across 25 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.1%. Flapen's verdict: Worth a look (53/100).
- How competitive is the makeup brushes niche?
- 17 brands and 46 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 69% of demand.
- What do buyers complain about in makeup brushes?
- Top complaints mined from reviews: Quality-Overall, Durability, Size-Overall. The return rate is 0.4%.
- When does demand for makeup brushes peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.8× the quietest.
- What does it cost to enter the makeup brushes niche?
- Listings span £3.29–£19.91; the average listing price is £8.41 (sweet spot $15–$100). The average incumbent carries 9,140 reviews — the moat a new listing must climb.