---
title: "Hush Makeup Foundation — $1.0M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/hush-makeup-foundation"
last_updated: "2026-08-11T12:26:22.320Z"
locale: en
meta:
description: "Niche score 53/100 · $1.0M/yr market · 949K searches/yr · $25.80 avg price. Soft demand (-62.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $1.0M/yr market · 949K searches/yr · $25.80 avg price. Soft demand (-62.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Hush Makeup Foundation — $1.0M/yr Amazon US Niche (2026) - Flapen"
---
# **hush makeup foundation**
**Worth a look**
Shows beatable incumbent ratings (3.6★), but soft demand (-62.4% this quarter) keeps it on the watch list.
Market size 78Growth 0Conversion 52Competition 17Returns 71Price range 89Avg price 95Brand share 23Review moat 93Quality gap 99
**Quality gap**
**Incredible****3.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Incredible****$25.80**
avg listing price — sweet spot $15–$100
**Review moat**
**Great****147.6**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Great****$12.63–$42.55**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Great****$1.0M**
$1.0M/yr · 949K searches
**Returns**
**Good****2.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Good****4.3%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Competition**
**Bad****80%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-62.4%**
90-day search growth — must beat 0% to launch
**Signals**[** Quality Gap**](https://flapen.com/research/niches?market=us&signal=quality_gap "Avg rating < 4.0")
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 ~~](https://flapen.com/research/methodology)
## **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.
45K35KHoliday '25Spike '26Nov '25Dec '25Jan '26Mar '26Apr '26May '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/hush-makeup-foundation/trend)
## **Top hush makeup foundation search terms**
- **hush glow makeup foundation for older women**144K/yr+4.7%3.7% conv. - **hush glow foundation**254K/yr-80.6%2.7% conv. - **hush glow**76K/yr-42.2%2.3% conv. - **hush glow makeup**25K/yr-59.7%1.5% conv. - **hush glow foundation for older women**5K/yr+485.0%3.3% conv. - **hush makeup**45K/yr-76.5%2.1% conv. - **hush foundation**47K/yr-82.6%2.3% conv. - **hush makeup foundation**230K/yr-97.4%1.6% conv. - **hush glow foundation cushion**14K/yr-79.0%1.3% conv. - **hush foundation for older women**20K/yr-80.4%4.0% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/hush-makeup-foundation/search-terms)
## **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.
0%10%$105K20%$210K30%$314K40%$419K101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 10 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$42.41**3.8★300 rev](https://www.amazon.com/dp/B0G5Z7BDS1) [2**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**$21.37**4.0★293 rev](https://www.amazon.com/dp/B0GD7VVYF5) [3**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**$42.46**3.8★300 rev](https://www.amazon.com/dp/B0G651K9S5) [4**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**$42.55**3.8★300 rev](https://www.amazon.com/dp/B0G5ZBXP5W) [5**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**$20.66**3.4★40 rev](https://www.amazon.com/dp/B0GTT86QX8)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$20.66**40 revtoday](https://www.amazon.com/dp/B0GTT86QX8) [**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**$12.63**46 rev4mo ago](https://www.amazon.com/dp/B0GS3NF3XQ) [**HUSH Beauty Foundation for Women Ideal for Light/Medium Complexions Mushroom Head Air Cushion CC Cream BB Cream for Women (Natural)**HUSH Beauty**$18.03**33 rev4mo ago](https://www.amazon.com/dp/B0GQPRXP14) [**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**$20.24**52 rev4mo ago](https://www.amazon.com/dp/B0GQ282TR9) [**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**$18.41**50 rev5mo ago](https://www.amazon.com/dp/B0GK67HTFS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$20.66**3.4★**▲ 122%**](https://www.amazon.com/dp/B0GTT86QX8) [**HUSH Beauty Foundation for Women Ideal for Light/Medium Complexions Mushroom Head Air Cushion CC Cream BB Cream for Women (Natural)**HUSH Beauty**$18.03**3.9★**▲ 120%**](https://www.amazon.com/dp/B0GQPRXP14) [**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**$12.63**3.9★**▲ 103%**](https://www.amazon.com/dp/B0GS3NF3XQ) [**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**$42.41**3.8★**▲ 35%**](https://www.amazon.com/dp/B0G5Z7BDS1) [**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**$42.46**3.8★**▲ 28%**](https://www.amazon.com/dp/B0G651K9S5)
**~~View all trending →~~**
## **What buyers say about hush makeup foundation**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Combination Skin**13%
*“looks wonderful on my skin”*
**Coverage**12%
*“buildable coverage”*
**Quality-Overall**10%
*“It has a buildable quality”*
**Soft Feel**8%
*“is super soft”*
**Weight Light**8%
*“It feels so lightweight on the skin”*
**Ease Of Application**6%
*“the applicator is perfect”*
**Color**6%
*“Color match”*
**Brightness/Shine/Glow**3%
*“Natural Glow”*
**Suitability Dry Skin**3%
*“doesnt dry out my skin”*
**Advertised Vs Actual Product**3%
*“It does what it says”*
### **What buyers complain about **
**Color**11%
*“Color not correct”*
**Coverage**11%
*“Does not have a good coverage”*
**Advertised Vs Actual Product**7%
*“Deceptive advertising”*
**Value For Money**6%
*“Not worth the price”*
**Wrinkles**5%
*“Seems to accent wrinkles too much”*
**Functionality-Overall**4%
*“did not work well for me”*
**Quality-Overall**4%
*“Shameful product n inspection”*
**Durability**3%
*“When I went to use it it literally fell apart like chalk”*
**Moist/Dry**3%
*“Not moisturizing at all”*
**Suitability Dry Skin**3%
*“It does not settle into fine lines or emphasize dry patches”*
### **Top return reasons **
**Color**34%
**Advertised Vs Actual Product**16%
**Coverage**9%
**Weight Light**4%
**Leak-Proof**4%
**Functionality-Overall**3%
**Wrinkles**3%
**Product Condition**3%
**Defective Material/Parts**2%
**Texture/Consistency-Overall**2%
## **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.
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