Is retractable makeup brush profitable to sell on Amazon United Kingdom?

The niche generates £63K/yr across 13 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -27.2%. Flapen's verdict: Skip it (40/100).

How competitive is the retractable makeup brush niche?

9 brands and 15 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 90% of demand.

What do buyers complain about in retractable makeup brush?

Top complaints mined from reviews: Quality-Overall, Size-Overall, Durability. The return rate is 0.7%.

When does demand for retractable makeup brush peak?

Demand peaks in Nov–Dec; the busiest month runs 2.0× the quietest.

What does it cost to enter the retractable makeup brush niche?

Listings span £4.20–£21.48; the average listing price is £8.33 (sweet spot $15–$100). The average incumbent carries 2,235 reviews — the moat a new listing must climb.

retractable makeup brush

Skip it

Soft demand (-27.2% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Conversion

Great8.0%

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,235.23

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£4.20–£21.48

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

Brand share

Okay90%

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

Competition

Bad73%

top-5 click share — a locked-up shelf

Avg price

Bad£8.33

avg listing price — sweet spot $15–$100

Market size

Bad£63K

£63K/yr · 94K searches

Growth

Bad-27.2%

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

According to Flapen's Amazon United Kingdom niche tracking, retractable makeup brush is a £63K/yr Amazon United Kingdom market (94K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 40/100.

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

retractable makeup brush market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: £67K–£83K; units × avg price
Conversion rate: 8.0%
Avg BSR: #71
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 40 months
Avg seller age: 181 days

Competition & brand share

The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.

Brands

9 falling

Sellers

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

73%

Top 20: 100%

Open market

Laura Geller Beauty52%
LAURA GELLER NEW YORK16%
YOUDALIS9%
KESHIMA9%
Mozeat Lens4%
HuYiGGZ3%
Open — no brand owns it (3 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 84 weeks — -27.2% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.0×

Open Trend

Top retractable makeup brush search terms

laura geller brush32K/yr -32.8%9.2% conv.
retractable makeup brush12K/yr -21.4%4.6% conv.
laura geller brushes7K/yr -28.7%3.9% conv.
kabuki brush retractable9K/yr -33.4%7.3% conv.
retractable kabuki brush7K/yr -32.2%6.0% conv.
laura geller brush set4K/yr -3.3%2.5% conv.
retractable blusher brush5K/yr -13.7%6.1% conv.
retractable foundation brush4K/yr -10.4%5.3% conv.
laura geller makeup brushes4K/yr -23.9%4.3% conv.
retractable brush4K/yr +2.2%1.9% conv.

All search terms

Top retractable makeup 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 13 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

LAURA GELLER NEW YORK Retractable Black Kabuki Brush for Liquid Cream and Powder Face Makeup With Aluminum Handle

Laura Geller Beauty£9.524.4★12,751 rev

LAURA GELLER NEW YORK Blending Beauties Two-Piece Makeup Brush Gift Set for Powders and Foundation

Laura Geller Beauty£10.724.4★492 rev

LAURA GELLER NEW YORK Face It All 2pc Makeup Brush Set - Retractable Airbrush Kabuki Brush + Dual-Ended Blush and Bronzer Brush

LAURA GELLER NEW YORK£13.164.7★205 rev

LAURA GELLER NEW YORK Retractable Airbrush Kabuki Brush for All Face Makeup & Foundation for Liquid Cream and Powder Face Makeup With Aluminum Handle

Laura Geller Beauty£9.274.4★9,020 rev

2 Pieces Retractable Brush Kabuki Makeup Blush Face Brushes Powder Foundation Brush for Applying Foundation Powders and Mineral Cosmetics

YOUDALIS£6.124.3★1,088 rev

Newest

by launch date

LXUEJIE 3 Pack Retractable Makeup Brush Travel Kabuki Foundation Brush Portable Powder Foundation Brushes Face Blush Brushes for Blending Liquid Blush Bronzer Buffing Sunscreen Cosmetics(Black Gold)

LXUEJIE£5.6326 rev

8mo ago

Vexorlian Retractable Makeup Brush Set 2 Pcs Travel Kabuki Foundation & Blush Brushes with Cover

Vexorlian£4.6423 rev

8mo ago

LAURA GELLER NEW YORK Face It All 2pc Makeup Brush Set - Retractable Airbrush Kabuki Brush + Dual-Ended Blush and Bronzer Brush

LAURA GELLER NEW YORK£13.16205 rev

1y ago

Flat Top Kabuki Foundation Brush By Keshima - Premium Makeup Brush for Liquid Cream and Powder - Buffing Blending and Face Brush (Metallic Retractable)

KESHIMA£7.77417 rev

2y ago

Retractable Blusher Brush with Cover 2 Pack Travel Kabuki Bronzer Makeup Brush Liquid Cream Foundation Powder Brush Extensible Face Blender Brush Professional Concealer Brush for Women (Gold & Black)

Mozeat Lens£4.94416 rev

2y ago

What buyers say about retractable makeup brush

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

What buyers love

Brush Quality27%

“Fab brushes”

Quality-Overall17%

“The bristles are good quality”

Soft Feel14%

“The bristles are soft”

Value For Money6%

“worth every pen̈ny”

Advertised Vs Actual Product6%

“As advertised”

Ease Of Use5%

“Very handy brush to have”

Coverage4%

“It has good coverage”

Ease Of Application3%

“makes application easy”

Size-Overall3%

“Great size”

Ease Of Cleaning2%

“Easy to use, clean and love that i can keep it safe”

What buyers complain about

Quality-Overall15%

“Not great quality”

Size-Overall12%

“The brush is a little bigger”

Durability10%

“broke within a week”

Value For Money8%

“expensive”

Strength4%

“it's a pity it doesn't feel more sturdy”

Functionality-Overall4%

“Couldn't use it after my primer for my liquid”

Smell3%

“has a chemical smell that didn't fade”

Ease Of Cleaning3%

“Cleaned the brush without any success”

Wrinkles2%

“Makes my skin look dry and emphasises fine lines and wrinkles”

Fluffiness2%

“Not the fluff I was hoping for”

Top return reasons

Size-Overall23%

Quality-Overall14%

Functionality-Overall9%

Defective Material/Parts7%

Brush Quality7%

Soft Feel6%