brown eyeliner
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great10.7%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Market size
Good£428K£428K/yr · 578K searches
Review moat
Bad13,736.36avg incumbent reviews — the moat a new listing must climb
Competition
Bad77%top-5 click share — a locked-up shelf
Avg price
Bad£6.90avg listing price — sweet spot $15–$100
Growth
Bad-18.5%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£2.35–£15.04cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, brown eyeliner is a £428K/yr Amazon United Kingdom market (578K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Dec. Verdict: Skip it — 42/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
brown eyeliner market data
- Units sold / yr
- 60K–80K
- avg 3,000–4,000/product
- Revenue / yr
- £414K–£552K
- units × avg price
- Conversion rate
- 10.7%
- Avg BSR
- #7
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 64%
- Out of stock
- 0.0%
- Avg brand age
- 54 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products capture 77% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 falling
Sellers
89
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
77%
Top 20: 100%
Open market
0%
- Rimmel43%
- Wonderskin42%
- Maybelline6%
- e.l.f.6%
- Clinique3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -18.5% search growth over the last 90 days.Peak months: Feb, Dec · busiest ÷ quietest = 2.1×
Top brown eyeliner search terms
- wonderskin eyeliner181K/yr
- brown eyeliner165K/yr
- brown eyeliner pencil66K/yr
- victoria beckham eyeliner33K/yr
- clinique eyeliner18K/yr
- dark brown eyeliner12K/yr
- victoria beckham eyeliner pencil5K/yr
- eyeliner brown11K/yr
- brown eye liner9K/yr
- brown eye pencil9K/yr
Top brown eyeliner 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 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)
Wonderskin£11.754.0★18,098 rev
Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g
Rimmel£3.484.5★13,256 rev
Rimmel Soft Kohl Kajal Professional Eyeliner Pencil Intense Long-Lasting Colour Up to 12 Hours Wear Smudge Proof 1.2 grams Sable Brown
Rimmel£2.354.4★40,663 rev
Rimmel WonderInk Precision Liquid Eyeliner Pen 002 Spiced Chestnut Waterproof Smudge-proof Long-Lasting Highly Pigmented Formula True Matte Finish Soft Felt Tip Cruelty Free Vegan
Rimmel£4.434.4★2,500 rev
e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Brownie Points
e.l.f.£3.134.4★3,836 rev
Newest
by launch datee.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Brownie Points
e.l.f.£3.133,836 rev
Rimmel WonderInk Precision Liquid Eyeliner Pen 002 Spiced Chestnut Waterproof Smudge-proof Long-Lasting Highly Pigmented Formula True Matte Finish Soft Felt Tip Cruelty Free Vegan
Rimmel£4.432,500 rev
Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)
Wonderskin£11.7518,098 rev
Wonderskin 1440 Longwear Brown Eyeliner Pencil - Waterproof Sharpenable Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Brown Sugar)
Wonderskin£11.8218,098 rev
Wonderskin 1440 Longwear Brown Eyeliner Pencil - Waterproof Sharpenable Eyeliner Pencil & Smudge Proof Eye Liner Pencils (Kalamata)
Wonderskin£12.2418,098 rev
Trending
90-day click momentume.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Brownie Points
e.l.f.£3.134.4★
Wonderskin 1440 Longwear Brown Eyeliner Pencil - Waterproof Sharpenable Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Brown Sugar)
Wonderskin£11.824.0★
Clinique Quickliner For Eyes | Water Resistant Smudge Resistant + Safe For Sensitive Eyes
Clinique£15.044.4★
Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)
Wonderskin£11.754.0★
Rimmel ScandalEyes Waterproof Eyeliner Brown
Rimmel£3.804.3★
What buyers say about brown eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“this eyeliner really does last”
“Beautiful colour”
“Overall, such a great liner reliable, easy to use, and gives a flawless finish every time”
“Nice and creamy”
“completely smudge proof”
“durable”
“Smooth application”
“Easy to use”
“As advertised”
“Good for the price”
What buyers complain about
“Doesnt last”
“smudged almost immediately”
“Not worth the price”
“It's quite dark”
“Not so wonderful eyeliner pencil”
“Absolutely rubbish”
“Didnt fully stay on water eye line”
“Not as advertised”
“then it just doesnt move all day”
“Doesn't stay on”
Top return reasons
Common questions
- Is brown eyeliner profitable to sell on Amazon United Kingdom?
- The niche generates £428K/yr across 11 tracked products. 90-day search growth is -18.5%. Flapen's verdict: Skip it (42/100).
- How competitive is the brown eyeliner niche?
- 5 brands and 89 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in brown eyeliner?
- Top complaints mined from reviews: Durability, Smudge Resistance, Value For Money. The return rate is 0.1%.
- When does demand for brown eyeliner peak?
- Demand peaks in Feb–Dec; the busiest month runs 2.1× the quietest.
- What does it cost to enter the brown eyeliner niche?
- Listings span £2.35–£15.04; the average listing price is £6.90 (sweet spot $15–$100). The average incumbent carries 13,736 reviews — the moat a new listing must climb.