---
title: "Makeup Brushes — £1.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/makeup-brushes"
last_updated: "2026-08-09T20:39:17.892Z"
locale: en
meta:
description: "Niche score 53/100 · £1.3M/yr market · 2.9M searches/yr · £8.41 avg price. Soft demand (-12.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £1.3M/yr market · 2.9M searches/yr · £8.41 avg price. Soft demand (-12.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Makeup Brushes — £1.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **makeup brushes**
**Worth a look**
Shows low returns (0.4%), but soft demand (-12.1% this quarter) keeps it on the watch list.
Market size 84Growth 19Conversion 63Competition 55Returns 98Price range 30Avg price 23Brand share 60Review moat 22Quality gap 32
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.3M**
£1.3M/yr · 2.9M searches
**Conversion**
**Good****5.5%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Good****69%**
top-5 brand share — brands hold most of the demand
**Competition**
**Good****52%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£3.29–£19.91**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Bad****£8.41**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****9,139.84**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
125K75KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/makeup-brushes/trend)
## **Top makeup brushes search terms**
- **makeup brushes**1.4M/yr-11.6%4.1% conv. - **make up brushes**659K/yr-14.0%5.1% conv. - **makeup brush set**222K/yr-5.5%2.9% conv. - **makeup brush**99K/yr-9.4%3.6% conv. - **make up brush set**106K/yr-9.8%3.9% conv. - **make up brush**60K/yr-6.9%5.0% conv. - **make-up brushes & tools**67K/yr-28.1%0.5% conv. - **make up brushes set**56K/yr-10.4%4.7% conv. - **brush set**44K/yr-10.4%1.6% conv. - **makeup brushes sets**53K/yr-18.1%3.1% conv. [**All search terms **](https://flapen.com/research/uk/beauty/makeup-brushes/search-terms)
## **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.
0%10%£135K20%£269K30%£404K40%£539K101001K10K100K 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**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**£6.48**4.5★81,004 rev](https://www.amazon.co.uk/dp/B01F36JBDM) [2**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**£8.33**4.6★6,722 rev](https://www.amazon.co.uk/dp/B086YR5KY4) [3**Makeup Brushes 10Pcs Marble Makeup Brush Set Foundation Powder Blush Blending Eyeshadow Brushes Sets**Glamour Gaze**£4.32**4.5★10,281 rev](https://www.amazon.co.uk/dp/B088D2GVTR) [4**REAL TECHNIQUES Au Naturale Makeup Brush Kit For Foundation Powders and Concealers Premium Quality Face Brushes 9 Piece Set Gold**REAL TECHNIQUES**£15.18**4.7★1,872 rev](https://www.amazon.co.uk/dp/B09VCKTKSR) [5**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**£5.82**4.6★14,936 rev](https://www.amazon.co.uk/dp/B018FZNQ4I)
**~~View all top sellers →~~**
### **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**£10.18**527 rev7mo ago](https://www.amazon.co.uk/dp/B0G1TDKJY1) [**Oscar Charles Essential Makeup Brush Set 5 Piece Powder Foundation Concealer Blending Make Up Brushes with Beauty Sponge Pink and White**Oscar Charles**£5.68**52 rev10mo ago](https://www.amazon.co.uk/dp/B0FRMCPY7M) [**PORTENTUM Makeup Kit - 12Pcs Premium Synthetic Kabuki Foundation Face Powder Concealers Eyeshadow Blush Brushes Set**PORTENTUM**£5.63**1,836 rev2y ago](https://www.amazon.co.uk/dp/B0D78WSW31) [**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**£8.28**530 rev2y ago](https://www.amazon.co.uk/dp/B0D5YG67KV) [**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**£11.68**421 rev2y ago](https://www.amazon.co.uk/dp/B0CHVNLJMJ)
**~~View all new products →~~**
### **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.**£12.71**4.5★**▲ 391%**](https://www.amazon.co.uk/dp/B001HKR6WM) [**HEYMKGO 16pcs Makeup Brushes with Travel Pouch Professional Wooden Handle Foundation Brush Concealer Brush & Complete Makeup Brush Set for Flawless Makeup.**HEYMKGO**£10.18**4.6★**▲ 215%**](https://www.amazon.co.uk/dp/B0G1TDKJY1) [**Makeup Brushes ZHIYE 14 Pcs Make Up Brushes Professional Make Up Makeup Brush Set Not Include**ZHIYE**£3.81**4.3★**▲ 111%**](https://www.amazon.co.uk/dp/B0818L8ZTJ) [**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**£10.35**4.6★**▲ 83%**](https://www.amazon.co.uk/dp/B0BLT4LT1K) [**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**£5.82**4.6★**▲ 46%**](https://www.amazon.co.uk/dp/B018FZNQ4I)
**~~View all trending →~~**
## **What buyers say about makeup brushes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**24%
*“Excellent Product”*
**Brush Quality**20%
*“Brilliant Brush”*
**Value For Money**18%
*“Excellent value”*
**Soft Feel**15%
*“The bristles are super soft”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Gifting Purpose**3%
*“Gift”*
**Size-Overall**2%
*“Perfect size”*
**Ease Of Use**2%
*“Easy to use”*
**Color**1%
*“Great Colour”*
**Durability**1%
*“Durable,long lasting and easy to use”*
### **What buyers complain about **
**Quality-Overall**18%
*“Bad quality brushes”*
**Durability**9%
*“Fell apart”*
**Size-Overall**8%
*“quite small brushes”*
**Advertised Vs Actual Product**5%
*“Inaccurate title”*
**Value For Money**5%
*“Waste of money”*
**Smell**4%
*“Chemical smell and bad bristles”*
**Brush Quality**4%
*“brushes are too soft”*
**Product Condition**4%
*“Came broken and used”*
**Adhesion/Stickiness**2%
*“I accidentally got liquid on the glued part”*
**Strength**2%
*“Very flimsy and cheap break so easily not durable or sturdy”*
### **Top return reasons **
**Quality-Overall**27%
**Size-Overall**24%
**Brush Quality**7%
**Advertised Vs Actual Product**6%
**Smell**5%
**Soft Feel**5%
**Defective Material/Parts**3%
**Value For Money**2%
**Strength**2%
**Ease Of Use**2%
## **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.
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