Is it cosmetics brushes profitable to sell on Amazon United States?

The niche generates $125K/yr across 12 tracked products. 90-day search growth is -3.8%. Flapen's verdict: Skip it (38/100).

How competitive is the it cosmetics brushes niche?

5 brands and 22 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in it cosmetics brushes?

Top complaints mined from reviews: Size-Overall, Durability, Hard Feel. The return rate is 1.2%.

When does demand for it cosmetics brushes peak?

Demand peaks in Jul–Dec; the busiest month runs 2.2× the quietest.

What does it cost to enter the it cosmetics brushes niche?

Listings span $8.67–$41.53; the average listing price is $24.41 (sweet spot $15–$100). The average incumbent carries 4,551 reviews — the moat a new listing must climb.

it cosmetics brushes

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Avg price

Incredible$24.41

avg listing price — sweet spot $15–$100

Returns

Great1.2%

return rate — above 5% kills the launch gate

Price range

Great$8.67–$41.53

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

Conversion

Okay3.7%

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

Market size

Okay$125K

$125K/yr · 137K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad4,550.92

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-3.8%

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

Competition

Bad74%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, it cosmetics brushes is a $125K/yr Amazon United States market (137K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Dec. Verdict: Skip it — 38/100.

Data updated Jul 17, 2026 · scored weekly · How we score niches

it cosmetics brushes market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: $146K–$195K; units × avg price
Conversion rate: 3.7%
Avg BSR: #85
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 1.0%
Avg brand age: 56 months
Avg seller age: 145 days

Competition & brand share

The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.

Brands

5 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

74%

Top 20: 100%

Open market

IT Cosmetics70%
Daubigny17%
KESHIMA5%
e.l.f.4%
dpolla3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.8% search growth over the last 90 days.

Peak months: Jul, Dec · busiest ÷ quietest = 2.2×

Open Trend

Top it cosmetics brushes search terms

it cosmetics brush27K/yr +118.7%5.2% conv.
mac brushes16K/yr +0.9%0.0% conv.
it cosmetics foundation brush11K/yr -8.5%5.8% conv.
it brushes for makeup11K/yr +3.6%5.0% conv.
it cosmetics brushes38K/yr -73.7%2.7% conv.
it foundation brush8K/yr -2.9%6.7% conv.
it brushes7K/yr -7.7%2.7% conv.
it cosmetic brushes6K/yr -4.6%3.5% conv.
sephora brush5K/yr +6.6%0.0% conv.
it brush3K/yr -2.5%6.3% conv.

All search terms

Top it cosmetics 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

IT Cosmetics Heavenly Luxe Complexion Perfection Brush #7 - Dual-Ended Premium Makeup Brush for Foundation Concealer & Contour Ultra-Soft Synthetic Fibers Airbrush Finish Pro-Hygienic Cruelty-free

IT Cosmetics$36.524.5★2,387 rev

Daubigny Dual-ended Foundation Brush Concealer Brush Perfect for Any Look Premium Luxe Hair Rounded Taperd Flawless Brush Ideal for Liquid Cream Powder Blending Concealer

Daubigny$8.794.5★113 rev

IT Cosmetics Heavenly Luxe Flat Top Buffing Foundation Brush #6 - Foundation Brush for Liquid Makeup & Foundation Powder - Makeup Brush With Award-Winning Heavenly Luxe Hair

IT Cosmetics$41.534.7★888 rev

IT Cosmetics Heavenly Luxe French Boutique Blush Brush #4 - Angled Blush Brush for Cheeks - Liquid & Powder Blush Brush - Makeup Brush With Award-Winning Heavenly Luxe Hair

IT Cosmetics$32.644.6★315 rev

IT Cosmetics Heavenly Luxe Dual Airbrush Concealer Brush #2 - Dual-Ended 2-in-1 Brush for Liquid & Cream Concealer - Buff Away Imperfections - With Award-Winning Heavenly Luxe Hair Silver

IT Cosmetics$23.234.3★656 rev

Newest

by launch date

IT Cosmetics Heavenly Luxe Cream Blush Brush #3 - Face Brush for Blush Cream and Bronzer Blush - Soft Bristles - Flawless Streak-Free Application

IT Cosmetics$32.1717 rev

2y ago

Daubigny Dual-ended Foundation Brush Concealer Brush Perfect for Any Look Premium Luxe Hair Rounded Taperd Flawless Brush Ideal for Liquid Cream Powder Blending Concealer

Daubigny$8.79113 rev

2y ago

Daubigny Makeup Brushes Dual-ended Foundation Brush Concealer Brush Perfect for Any Look Premium Luxe Hair Rounded Taperd Flawless Brush Ideal for Liquid Cream Powder Blending Concealer(Angled)

Daubigny$9.061,077 rev

3y ago

Dual-Ended Foundation Brush: Round & Angled makeup brushes 100% Vegan Synthetic Makeup Brush for Flawless Blending and Application of Liquid Powder Cream Blush

dpolla$8.671,167 rev

4y ago

e.l.f. Complexion Duo Brush Makeup Brush For Applying Foundation & Concealer Creates An Airbrushed Finish Made With Vegan Cruelty-Free Bristles

e.l.f.$8.716,315 rev

5y ago

What buyers say about it cosmetics brushes

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

What buyers love

Brush Quality25%

“Smooth brush”

Quality-Overall19%

“Excellent product”

Soft Feel18%

“Its soft”

Value For Money8%

“Worth The Money”

Coverage3%

“Great coverage”

Advertised Vs Actual Product3%

“Does exactly what I need”

Size-Overall3%

“Nice size and works great”

Ease Of Application2%

“Perfect application”

Suitability Combination Skin2%

“good for sensitive skin”

Durability2%

“Very durable makeup brush”

What buyers complain about

Size-Overall19%

“Small Head”

Durability12%

“Fell apart after one use”

Hard Feel9%

“Too rough on my face”

Quality-Overall7%

“Not good quality”

Value For Money7%

“Waste of money”

Brush Quality3%

“Bristles fall out”

Stiffness3%

“Very stiff”

Ease Of Cleaning3%

“Im terrible about cleaning my brushes”

Strength2%

“Not sturdy”

Smudge Resistance2%

“Soaks a lot of foundation”

Top return reasons

Size-Overall41%

Advertised Vs Actual Product8%

Functionality-Overall8%

Brush Quality7%

Quality-Overall5%

Hard Feel3%

Value For Money3%

Soft Feel3%

Product Condition3%

Defective Material/Parts2%

Common questions

Is it cosmetics brushes profitable to sell on Amazon United States?: The niche generates $125K/yr across 12 tracked products. 90-day search growth is -3.8%. Flapen's verdict: Skip it (38/100).
How competitive is the it cosmetics brushes niche?: 5 brands and 22 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in it cosmetics brushes?: Top complaints mined from reviews: Size-Overall, Durability, Hard Feel. The return rate is 1.2%.
When does demand for it cosmetics brushes peak?: Demand peaks in Jul–Dec; the busiest month runs 2.2× the quietest.
What does it cost to enter the it cosmetics brushes niche?: Listings span $8.67–$41.53; the average listing price is $24.41 (sweet spot $15–$100). The average incumbent carries 4,551 reviews — the moat a new listing must climb.