Is makeup brushes profitable to sell on Amazon United States?

The niche generates $12.8M/yr across 27 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Worth a look (58/100).

How competitive is the makeup brushes niche?

18 brands and 218 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 70% of demand.

What do buyers complain about in makeup brushes?

Top complaints mined from reviews: Quality-Overall, Size-Overall, Durability. The return rate is 1.1%.

When does demand for makeup brushes peak?

Demand peaks in Nov–Dec; the busiest month runs 2.6× the quietest.

What does it cost to enter the makeup brushes niche?

Listings span $3.21–$46.39; the average listing price is $15.98 (sweet spot $15–$100). The average incumbent carries 19,121 reviews — the moat a new listing must climb.

makeup brushes

Worth a look

Shows a $12.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$12.8M

$12.8M/yr · 17.5M searches

Returns

Great1.1%

return rate — above 5% kills the launch gate

Avg price

Great$15.98

avg listing price — sweet spot $15–$100

Price range

Good$3.21–$46.39

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

Brand share

Good70%

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

Conversion

Good4.6%

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

Competition

Good54%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-8.6%

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

Review moat

Bad19,121.37

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, makeup brushes is a $12.8M/yr Amazon United States market (17.5M searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 58/100.

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

makeup brushes market data

Units sold / yr: 800K–1.0M; avg 25,000–30,000/product
Revenue / yr: $12.8M–$16.0M; units × avg price
Conversion rate: 4.6%
Avg BSR: #32
Page quality: 0%
Prime: 100%
Sponsored: 81%
Out of stock: 0.0%
Avg brand age: 49 months
Avg seller age: 134 days

Competition & brand share

The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.

Brands

18 falling

Sellers

218

Top-5 brand share

70%

Top 20: 100%

Top-5 click share

54%

Top 20: 92%

Open market

25%

BS-MALL30%
Real Perfection17%
Mlemle9%
BEAKEY9%
Real Techniques5%
MAANGE5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.6×

Open Trend

Top makeup brushes search terms

makeup brushes7.7M/yr -3.1%3.6% conv.
makeup brush set2.4M/yr -24.5%3.8% conv.
make up brushes1.7M/yr -18.5%4.3% conv.
makeup brush726K/yr +2.6%3.6% conv.
brochas para maquillaje564K/yr +2.4%1.4% conv.
makeup brushes set631K/yr -7.7%4.0% conv.
nars foundation459K/yr -5.2%0.1% conv.
nars432K/yr +10.9%0.0% conv.
brushes316K/yr +0.2%0.9% conv.
mac makeup407K/yr -16.6%0.1% conv.

All 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.

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

BS-MALL Makeup Brush Set 18 Pcs Professional Foundation Powder Concealers Eyeshadow Blush Synthetic Makeup Brushes with Labeled instruction Black Case Upgraded Version

BS-MALL$10.704.6★59,504 rev

Real Perfection Makeup Brush Set 16 Pcs with 1 Eyebrow Razor Premium Synthetic Foundation Powder Concealers Eyeshadow Blush Makeup Brushes Make up Brushes Kit (Pink)

Real Perfection$7.854.6★15,487 rev

BEAKEY Makeup Brushes Set Professional Foundation Eyeshadow Concealer Blush Powder Bronzer Applicator 2 Blender Sponge with Beauty Paper Case

BEAKEY$7.994.5★83,220 rev

BS-MALL Professional Makeup Brush Set with Travel Case Soft Synthetic Face & Eye Brushes for Foundation Concealer Powder Blush & Eyeshadow for Beginners Beauty Enthusiasts & Makeup Artists 18PCS

BS-MALL$21.614.6★59,504 rev

Real Techniques 6 Piece Everyday Essentials Makeup Brush Set Includes 4 Brushes & 2 Makeup Sponges for Foundation Blush Bronzer Contour Eyeshadow & Powder Travel Gift Set Cruelty-Free & Vegan

Real Techniques$17.584.8★14,621 rev

Newest

by launch date

HEDIVIA Black Makeup Brushes Set 14 Pcs Professional Premium Synthetic Foundation Makeup Brush Concealer Powder Blush Eyeshadow Brushes with 2 Powder Puff & Dual-ended Mask Applicator.Gifts for Girls

HEDIVIA$7.01259 rev

7mo ago

Makeup Brush Set Premium Synthetic 10 PCS Makeup Brushes Travel Makeup Brush Set with Soft Hairs Makeup Brushes Set Professional for Blush Eyeliner Eyeshadow Concealer and Foundation (Pink)

koulate$6.20575 rev

9mo ago

Professional Makeup Brush Set BS-MALL with Travel Case 20PCS Synthetic Makeup Brushes for Foundation Conce aler Blush Powder & Eyeshadow Labeled Face Eye Brushes for Beginners Makeup Artists

BS-MALL$25.567,986 rev

11mo ago

BS-MALL Professional Makeup Brush Set with Travel Case Soft Synthetic Face & Eye Brushes for Foundation Concealer Powder Blush & Eyeshadow for Beginners Beauty Enthusiasts & Makeup Artists 18PCS

BS-MALL$21.6159,504 rev

11mo ago

Makeup Brushes Set Mlemle Professional 25 Pcs Makeup Kit Include Powder Foundation Concealers Blush Eye shadows 21 Pcs Makeup Brushes and 2 Powder Puff 2 Makeup Sponge(B02-CreamBlack)

Mlemle$8.87316 rev

1y ago

What buyers say about makeup brushes

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

What buyers love

Quality-Overall23%

“High quality set”

Brush Quality20%

“Good Quality Brushes”

Soft Feel15%

“Soft and fluffy”

Value For Money15%

“Great value”

Advertised Vs Actual Product3%

“Does exactly what I need”

Durability3%

“Great durability”

Ease Of Use3%

“easy to clean”

Size-Overall2%

“fit in your hand really well”

Color2%

“The color is so cute”

Ease Of Application2%

“Perfect application”

What buyers complain about

Quality-Overall16%

“Not as good of quality as I was hoping for”

Size-Overall10%

“They are somehow shorter than they originally were”

Durability10%

“Broke quickly”

Smell8%

“Bad Odor”

Hard Feel4%

“They are awkwardly stiff”

Brush Quality4%

“Bristles fall out”

Thickness3%

“Originally they were a thicker”

Value For Money2%

“Waste of money”

Ease Of Cleaning2%

“They came dirty”

Strength2%

“The brushes were not sturdy enough”

Top return reasons

Size-Overall23%

Quality-Overall20%

Brush Quality9%

Smell8%

Advertised Vs Actual Product8%

Product Condition4%

Functionality-Overall4%

Value For Money3%

Hard Feel3%

Soft Feel3%

Common questions

Is makeup brushes profitable to sell on Amazon United States?: The niche generates $12.8M/yr across 27 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Worth a look (58/100).
How competitive is the makeup brushes niche?: 18 brands and 218 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 70% of demand.
What do buyers complain about in makeup brushes?: Top complaints mined from reviews: Quality-Overall, Size-Overall, Durability. The return rate is 1.1%.
When does demand for makeup brushes peak?: Demand peaks in Nov–Dec; the busiest month runs 2.6× the quietest.
What does it cost to enter the makeup brushes niche?: Listings span $3.21–$46.39; the average listing price is $15.98 (sweet spot $15–$100). The average incumbent carries 19,121 reviews — the moat a new listing must climb.