---
title: "Makeup Brushes — $12.8M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/makeup-brushes"
last_updated: "2026-08-11T13:02:56.349Z"
locale: en
meta:
description: "Niche score 58/100 · $12.8M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 58/100 · $12.8M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Makeup Brushes — $12.8M/yr Amazon US Niche (2026) - Flapen"
---
# **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 100Growth 21Conversion 55Competition 52Returns 93Price range 73Avg price 77Brand share 59Review moat 17Quality gap 30
**Market size**
**Incredible****$12.8M**
$12.8M/yr · 17.5M searches
**Returns**
**Great****1.1%**
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**
**Good****70%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Good****4.6%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****54%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-8.6%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****19,121.37**
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 ~~](https://flapen.com/research/methodology)
## **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.
700K500KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/makeup-brushes/trend)
## **Top makeup brushes search terms**
- **makeup brushes**7.7M/yr-3.1%3.6% conv. - **makeup brush set**2.4M/yr-24.5%3.8% conv. - **make up brushes**1.7M/yr-18.5%4.3% conv. - **makeup brush**726K/yr+2.6%3.6% conv. - **brochas para maquillaje**564K/yr+2.4%1.4% conv. - **makeup brushes set**631K/yr-7.7%4.0% conv. - **nars foundation**459K/yr-5.2%0.1% conv. - **nars**432K/yr+10.9%0.0% conv. - **brushes**316K/yr+0.2%0.9% conv. - **mac makeup**407K/yr-16.6%0.1% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/makeup-brushes/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.
0%5%$639K10%$1.3M15%$1.9M20%$2.6M1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$10.70**4.6★59,504 rev](https://www.amazon.com/dp/B07MH1KHJ2) [2**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**$7.85**4.6★15,487 rev](https://www.amazon.com/dp/B09BZ4NV2R) [3**BEAKEY Makeup Brushes Set Professional Foundation Eyeshadow Concealer Blush Powder Bronzer Applicator 2 Blender Sponge with Beauty Paper Case**BEAKEY**$7.99**4.5★83,220 rev](https://www.amazon.com/dp/B01F36JBDM) [4**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**$21.61**4.6★59,504 rev](https://www.amazon.com/dp/B0FLX6PPYT) [5**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**$17.58**4.8★14,621 rev](https://www.amazon.com/dp/B0814747R8)
**~~View all top sellers →~~**
### **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**$7.01**259 rev7mo ago](https://www.amazon.com/dp/B0G7G69NSD) [**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**$6.20**575 rev9mo ago](https://www.amazon.com/dp/B0FSCBMBV7) [**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**$25.56**7,986 rev11mo ago](https://www.amazon.com/dp/B0FG322PMP) [**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**$21.61**59,504 rev11mo ago](https://www.amazon.com/dp/B0FLX6PPYT) [**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**$8.87**316 rev1y ago](https://www.amazon.com/dp/B0FHKBB3SP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NARS Light Reflecting Foundation - Advanced Makeup-Skincare Hybrid Foundation - 30ml (Huahine - Deep 2.6)**NARS**$29.82**4.3★**▲ 455%**](https://www.amazon.com/dp/B0B9T61WVR) [**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**$7.01**4.6★**▲ 312%**](https://www.amazon.com/dp/B0G7G69NSD) [**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**$8.87**4.6★**▲ 122%**](https://www.amazon.com/dp/B0FHKBB3SP) [**wet n wild Powder Brush Ultra-Plush Synthetic Bristles for Flawless Application Soft Touch Ergonomic Handle for Comfortable Precision Control**wet n wild**$3.21**4.6★**▲ 83%**](https://www.amazon.com/dp/B01C6VCWOM) [**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**$17.58**4.8★**▲ 71%**](https://www.amazon.com/dp/B0814747R8)
**~~View all trending →~~**
## **What buyers say about makeup brushes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**23%
*“High quality set”*
**Brush Quality**20%
*“Good Quality Brushes”*
**Soft Feel**15%
*“Soft and fluffy”*
**Value For Money**15%
*“Great value”*
**Advertised Vs Actual Product**3%
*“Does exactly what I need”*
**Durability**3%
*“Great durability”*
**Ease Of Use**3%
*“easy to clean”*
**Size-Overall**2%
*“fit in your hand really well”*
**Color**2%
*“The color is so cute”*
**Ease Of Application**2%
*“Perfect application”*
### **What buyers complain about **
**Quality-Overall**16%
*“Not as good of quality as I was hoping for”*
**Size-Overall**10%
*“They are somehow shorter than they originally were”*
**Durability**10%
*“Broke quickly”*
**Smell**8%
*“Bad Odor”*
**Hard Feel**4%
*“They are awkwardly stiff”*
**Brush Quality**4%
*“Bristles fall out”*
**Thickness**3%
*“Originally they were a thicker”*
**Value For Money**2%
*“Waste of money”*
**Ease Of Cleaning**2%
*“They came dirty”*
**Strength**2%
*“The brushes were not sturdy enough”*
### **Top return reasons **
**Size-Overall**23%
**Quality-Overall**20%
**Brush Quality**9%
**Smell**8%
**Advertised Vs Actual Product**8%
**Product Condition**4%
**Functionality-Overall**4%
**Value For Money**3%
**Hard Feel**3%
**Soft Feel**3%
## **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.
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