hush makeup foundation
Worth a lookShows beatable incumbent ratings (3.6★), but soft demand (-62.4% this quarter) keeps it on the watch list.
Quality gap
Incredible3.6★avg incumbent rating — lower means beatable quality
Avg price
Incredible$25.80avg listing price — sweet spot $15–$100
Review moat
Great147.6avg incumbent reviews — the moat a new listing must climb
Price range
Great$12.63–$42.55cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Great$1.0M$1.0M/yr · 949K searches
Returns
Good2.1%return rate — above 5% kills the launch gate
Conversion
Good4.3%search→purchase rate — share of searches ending in a sale
Brand share
Bad91%top-5 brand share — brand-locked demand
Competition
Bad80%top-5 click share — a locked-up shelf
Growth
Bad-62.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, hush makeup foundation is a $1.0M/yr Amazon United States market (949K searches/yr). The top 5 brands hold 91% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
hush makeup foundation market data
- Units sold / yr
- 30K–40K
- avg 1,250–1,500/product
- Revenue / yr
- $774K–$1.0M
- units × avg price
- Conversion rate
- 4.3%
- Avg BSR
- #526
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 17.9%
- Avg brand age
- 42 months
- Avg seller age
- 137 days
Competition & brand share
The top 5 products capture 80% of clicks — a locked-up shelf that new listings rarely crack.Brands
8
Sellers
11
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
80%
Top 20: 100%
Open market
5%
- Hush Glow55%
- Hush Makeup Foundation18%
- Aigomc8%
- HUSH Beauty6%
- Charm Kiss4%
- CACHIL4%
- Open — no brand owns it (2 brands, 5%)
Demand
Weekly Amazon search volume, last 37 weeks — -62.4% search growth over the last 90 days.Top hush makeup foundation search terms
- hush glow makeup foundation for older women144K/yr
- hush glow foundation254K/yr
- hush glow76K/yr
- hush glow makeup25K/yr
- hush glow foundation for older women5K/yr
- hush makeup45K/yr
- hush foundation47K/yr
- hush makeup foundation230K/yr
- hush glow foundation cushion14K/yr
- hush foundation for older women20K/yr
Top hush makeup foundation 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 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Hush Glow Foundation Cushion SPF 30 Skincare-Infused Lightweight Foundation with Mushroom Applicator for Mature Skin Hyaluronic Acid & Peptides Buildable Natural Coverage (Ivory)
Hush Glow$42.413.8★300 rev
Hush makeup foundation Natural Glow - Ideal for Light/Medium Complexions Mushroom Head Air Cushion CC Cream - BB Cream Foundation for Older Women (Natural)
Hush Makeup Foundation$21.374.0★293 rev
Hush Glow Foundation Cushion SPF 30 Skincare-Infused Lightweight Foundation with Mushroom Applicator for Mature Skin Hyaluronic Acid & Peptides Buildable Natural Coverage Non-Cakey Finish-Warm
Hush Glow$42.463.8★300 rev
Hush Glow Foundation Cushion SPF 30 Skincare-Infused Lightweight Foundation with Mushroom Applicator for Mature Skin Hyaluronic Acid & Peptides Buildable Natural Coverage (Brunet Brown)
Hush Glow$42.553.8★300 rev
Hush cushion foundation - Glow makeup foundation for older women warm - Infused Lightweight Foundation cushion with Mushroom Applicator for Mature Skin Hyaluronic Acid & Peptides Natural Coverage
Aigomc$20.663.4★40 rev
Newest
by launch dateHush cushion foundation - Glow makeup foundation for older women warm - Infused Lightweight Foundation cushion with Mushroom Applicator for Mature Skin Hyaluronic Acid & Peptides Natural Coverage
Aigomc$20.6640 rev
Hush Foundation for Mature SkinWarm Tone CC Air Cushion FoundationMoisturizing & Skin-Care Air Cushion FoundationGlow Foundation Full Coverage Long-Lasting BB Cream with Mushroom Applicator
Charm Kiss$12.6346 rev
HUSH Beauty Foundation for Women Ideal for Light/Medium Complexions Mushroom Head Air Cushion CC Cream BB Cream for Women (Natural)
HUSH Beauty$18.0333 rev
Hush cushion foundation - glow makeup foundation for older women Korean Warm Tone CC Mushroom Air glow Foundation Full Coverage Long-Lasting BB Cream glow foundation Natural Radiant Finish
CACHIL$20.2452 rev
Hush Natural Glow Foundation for Mature Skin 2026 Mushroom Head Air Cushion CC Cream Full Coverage Long-Lasting BB Cream for Older Women Natural Radiant Glow for Light/Medium Warm Tone Skin
WUIAOCIT$18.4150 rev
Trending
90-day click momentumHush cushion foundation - Glow makeup foundation for older women warm - Infused Lightweight Foundation cushion with Mushroom Applicator for Mature Skin Hyaluronic Acid & Peptides Natural Coverage
Aigomc$20.663.4★
HUSH Beauty Foundation for Women Ideal for Light/Medium Complexions Mushroom Head Air Cushion CC Cream BB Cream for Women (Natural)
HUSH Beauty$18.033.9★
Hush Foundation for Mature SkinWarm Tone CC Air Cushion FoundationMoisturizing & Skin-Care Air Cushion FoundationGlow Foundation Full Coverage Long-Lasting BB Cream with Mushroom Applicator
Charm Kiss$12.633.9★
Hush Glow Foundation Cushion SPF 30 Skincare-Infused Lightweight Foundation with Mushroom Applicator for Mature Skin Hyaluronic Acid & Peptides Buildable Natural Coverage (Ivory)
Hush Glow$42.413.8★
Hush Glow Foundation Cushion SPF 30 Skincare-Infused Lightweight Foundation with Mushroom Applicator for Mature Skin Hyaluronic Acid & Peptides Buildable Natural Coverage Non-Cakey Finish-Warm
Hush Glow$42.463.8★
What buyers say about hush makeup foundation
What buyers praise and complain about, mined from review topics.What buyers love
“looks wonderful on my skin”
“buildable coverage”
“It has a buildable quality”
“is super soft”
“It feels so lightweight on the skin”
“the applicator is perfect”
“Color match”
“Natural Glow”
“doesnt dry out my skin”
“It does what it says”
What buyers complain about
“Color not correct”
“Does not have a good coverage”
“Deceptive advertising”
“Not worth the price”
“Seems to accent wrinkles too much”
“did not work well for me”
“Shameful product n inspection”
“When I went to use it it literally fell apart like chalk”
“Not moisturizing at all”
“It does not settle into fine lines or emphasize dry patches”
Top return reasons
Common questions
- Is hush makeup foundation profitable to sell on Amazon United States?
- The niche generates $1.0M/yr across 10 tracked products. 5 of 10 products launched in the last 360 days are still selling. 90-day search growth is -62.4%. Flapen's verdict: Worth a look (53/100).
- How competitive is the hush makeup foundation niche?
- 8 brands and 11 sellers compete. The top 5 products take 80% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in hush makeup foundation?
- Top complaints mined from reviews: Color, Coverage, Advertised Vs Actual Product. The return rate is 2.1%.
- What does it cost to enter the hush makeup foundation niche?
- Listings span $12.63–$42.55; the average listing price is $25.80 (sweet spot $15–$100). The average incumbent carries 148 reviews — the moat a new listing must climb.