---
title: "Brown Eyeliner — £428K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/brown-eyeliner"
last_updated: "2026-08-09T12:50:18.262Z"
locale: en
meta:
description: "Niche score 42/100 · £428K/yr market · 578K searches/yr · £6.90 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £428K/yr market · 578K searches/yr · £6.90 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Brown Eyeliner — £428K/yr Amazon UK Niche (2026) - Flapen"
---
# **brown eyeliner**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 57Growth 16Conversion 90Competition 19Returns 99Price range 0Avg price 19Brand share 0Review moat 20Quality gap 76
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.7%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****£428K**
£428K/yr · 578K searches
**Review moat**
**Bad****13,736.36**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****77%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£6.90**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-18.5%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£2.35–£15.04**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
15K10KSpike '24Holiday '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, Dec · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/uk/beauty/brown-eyeliner/trend)
## **Top brown eyeliner search terms**
- **wonderskin eyeliner**181K/yr-36.0%5.9% conv. - **brown eyeliner**165K/yr-5.3%11.3% conv. - **brown eyeliner pencil**66K/yr-10.7%14.7% conv. - **victoria beckham eyeliner**33K/yr-42.4%0.6% conv. - **clinique eyeliner**18K/yr+19.2%2.0% conv. - **dark brown eyeliner**12K/yr-1.8%8.7% conv. - **victoria beckham eyeliner pencil**5K/yr+224.5%0.2% conv. - **eyeliner brown**11K/yr-17.6%9.3% conv. - **brown eye liner**9K/yr+8.3%11.4% conv. - **brown eye pencil**9K/yr-9.9%10.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/brown-eyeliner/search-terms)
## **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.
0%10%£43K20%£86K30%£128K40%£171K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)**Wonderskin**£11.75**4.0★18,098 rev](https://www.amazon.co.uk/dp/B0BSR2ZBK1) [2**Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g**Rimmel**£3.48**4.5★13,256 rev](https://www.amazon.co.uk/dp/B08PDQZWCM) [3**Rimmel Soft Kohl Kajal Professional Eyeliner Pencil Intense Long-Lasting Colour Up to 12 Hours Wear Smudge Proof 1.2 grams Sable Brown**Rimmel**£2.35**4.4★40,663 rev](https://www.amazon.co.uk/dp/B004IW9Y30) [4**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**£4.43**4.4★2,500 rev](https://www.amazon.co.uk/dp/B0DNK6YKKP) [5**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.**£3.13**4.4★3,836 rev](https://www.amazon.co.uk/dp/B0F2WXQZ9W)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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.**£3.13**3,836 rev1y ago](https://www.amazon.co.uk/dp/B0F2WXQZ9W) [**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**£4.43**2,500 rev1y ago](https://www.amazon.co.uk/dp/B0DNK6YKKP) [**Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)**Wonderskin**£11.75**18,098 rev3y ago](https://www.amazon.co.uk/dp/B0BSR2ZBK1) [**Wonderskin 1440 Longwear Brown Eyeliner Pencil - Waterproof Sharpenable Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Brown Sugar)**Wonderskin**£11.82**18,098 rev3y ago](https://www.amazon.co.uk/dp/B0BJLD27MJ) [**Wonderskin 1440 Longwear Brown Eyeliner Pencil - Waterproof Sharpenable Eyeliner Pencil & Smudge Proof Eye Liner Pencils (Kalamata)**Wonderskin**£12.24**18,098 rev3y ago](https://www.amazon.co.uk/dp/B0BSR4GDGH)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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.**£3.13**4.4★**▲ 77%**](https://www.amazon.co.uk/dp/B0F2WXQZ9W) [**Wonderskin 1440 Longwear Brown Eyeliner Pencil - Waterproof Sharpenable Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Brown Sugar)**Wonderskin**£11.82**4.0★**▲ 44%**](https://www.amazon.co.uk/dp/B0BJLD27MJ) [**Clinique Quickliner For Eyes | Water Resistant Smudge Resistant + Safe For Sensitive Eyes**Clinique**£15.04**4.4★**▲ 40%**](https://www.amazon.co.uk/dp/B002R0B68G) [**Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)**Wonderskin**£11.75**4.0★**▲ 26%**](https://www.amazon.co.uk/dp/B0BSR2ZBK1) [**Rimmel ScandalEyes Waterproof Eyeliner Brown**Rimmel**£3.80**4.3★**▲ 25%**](https://www.amazon.co.uk/dp/B0742CVQWH)
**~~View all trending →~~**
## **What buyers say about brown eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyeliner Quality**20%
*“this eyeliner really does last”*
**Color**12%
*“Beautiful colour”*
**Quality-Overall**9%
*“Overall, such a great liner reliable, easy to use, and gives a flawless finish every time”*
**Soft Feel**8%
*“Nice and creamy”*
**Smudge Resistance**7%
*“completely smudge proof”*
**Durability**6%
*“durable”*
**Ease Of Application**6%
*“Smooth application”*
**Ease Of Use**5%
*“Easy to use”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Value For Money**3%
*“Good for the price”*
### **What buyers complain about **
**Durability**20%
*“Doesnt last”*
**Smudge Resistance**12%
*“smudged almost immediately”*
**Value For Money**11%
*“Not worth the price”*
**Color**6%
*“It's quite dark”*
**Eyeliner Quality**5%
*“Not so wonderful eyeliner pencil”*
**Quality-Overall**5%
*“Absolutely rubbish”*
**Water Resistance**4%
*“Didnt fully stay on water eye line”*
**Advertised Vs Actual Product**4%
*“Not as advertised”*
**Functionality-Overall**2%
*“then it just doesnt move all day”*
**Adhesion/Stickiness**1%
*“Doesn't stay on”*
### **Top return reasons **
**Color**19%
**Defective Material/Parts**14%
**Functionality-Overall**11%
**Durability**11%
**Smudge Resistance**10%
**Advertised Vs Actual Product**8%
**Quality-Overall**7%
**Eyeliner Quality**4%
**Stain Resistance**3%
**Value For Money**3%
## **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.
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