concealer brush
Skip itPrices mostly outside the sweet spot ($2.58–$5.47) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Review moat
Good1,290.12avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Market size
Bad£70K£70K/yr · 190K searches
Growth
Bad-24.6%90-day search growth — must beat 0% to launch
Avg price
Bad£3.82avg listing price — sweet spot $15–$100
Price range
Bad£2.58–£5.47cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, concealer brush is a £70K/yr Amazon United Kingdom market (190K searches/yr). The top 5 brands hold 89% of demand. Verdict: Skip it — 38/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
concealer brush market data
- Units sold / yr
- 15K–20K
- avg 750–1,000/product
- Revenue / yr
- £57K–£76K
- units × avg price
- Conversion rate
- 9.7%
- Avg BSR
- #64
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 76%
- Out of stock
- 8.1%
- Avg brand age
- 39 months
- Avg seller age
- 168 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
16
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
7%
- TEOYALL32%
- e.l.f.26%
- Lamora12%
- REAL TECHNIQUES10%
- HAPPITON8%
- ALBEAUT4%
- Open — no brand owns it (3 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -24.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top concealer brush search terms
- concealer brush170K/yr
- concealer brush for under eyes12K/yr
- angled concealer brush4K/yr
- under eye concealer brush4K/yr
Top concealer brush 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 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
e.l.f. Tap & Blend Concealer Brush Covers Blemishes & Dark Spots for an Airbrushed Finish with a Precision Tip Synthetic Vegan & Cruelty-Free
e.l.f.£4.834.6★662 rev
TEOYALL Under-Eye Concealer Brush Small Flat Angled Synthetic Bristles Flawless Coverage Multitask Brush with Liquid Cream
TEOYALL£3.014.6★1,494 rev
LAMORA Concealer Makeup Brush Under Eye - Angled Flat Top Kabuki Nose Contour Brush - Ideal for Concealing Blending Setting Buffing with Powder Liquid Cream Cosmetic - Small Makeup Foundation Brush
Lamora£4.944.5★145 rev
Real Techniques Brightening Concealer Brush Kitten Paw Shape Fits Under Eyes to Conceal Dark Circles Eye Cream Primer Brightener and Cover Imperfections RT 242 cruelty-free 1 count
REAL TECHNIQUES£4.564.2★6,023 rev
TEOYALL Under Eye Concealer Brush Angled Contour Brush Synthetic Kabuki Brush for Concealing Blending Setting Buffing with Liquid Cream and Powder Cosmetic
TEOYALL£3.124.6★792 rev
Newest
by launch date
HAPPITON Angled Precision Concealer Brush - Small Brush for Flawless Under Eye Concealing Nose Contour & Face Blending - Fits Powder/Liquid/Cream
HAPPITON£3.3518 rev
HAPPITON Angled Precision Concealer Brush - Small Brush for Flawless Under Eye Concealing Nose Contour & Face Blending - Fits Powder/Liquid/Cream (Brown)
HAPPITON£3.3518 rev
Real Techniques Spot Concealer Brush Precision Makeup Brush for Targeted Coverage of Blemishes Redness & Detail Areas For Liquid & Cream Concealer UltraPlush Bristles Cruelty-Free 1 Count
REAL TECHNIQUES£5.2490 rev
e.l.f. Tap & Blend Concealer Brush Covers Blemishes & Dark Spots for an Airbrushed Finish with a Precision Tip Synthetic Vegan & Cruelty-Free
e.l.f.£4.83662 rev
Libenxue Makeup Brushes Set 3 Pcs Foundation & Concealer Brushes Base Makeup Brush Set for Liquid Cream Powder
Libenxue£3.664 rev
Trending
90-day click momentumHAPPITON Angled Precision Concealer Brush - Small Brush for Flawless Under Eye Concealing Nose Contour & Face Blending - Fits Powder/Liquid/Cream (Brown)
HAPPITON£3.354.9★
Real Techniques Spot Concealer Brush Precision Makeup Brush for Targeted Coverage of Blemishes Redness & Detail Areas For Liquid & Cream Concealer UltraPlush Bristles Cruelty-Free 1 Count
REAL TECHNIQUES£5.244.5★
HAPPITON Angled Precision Concealer Brush - Small Brush for Flawless Under Eye Concealing Nose Contour & Face Blending - Fits Powder/Liquid/Cream
HAPPITON£3.354.9★
Libenxue Makeup Brushes Set 3 Pcs Foundation & Concealer Brushes Base Makeup Brush Set for Liquid Cream Powder
Libenxue£3.664.6★
e.l.f. Tap & Blend Concealer Brush Covers Blemishes & Dark Spots for an Airbrushed Finish with a Precision Tip Synthetic Vegan & Cruelty-Free
e.l.f.£4.834.6★
What buyers say about concealer brush
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality brush”
“The bristles are soft”
“The quality is very good smooth and blended well”
“Good value”
“easy to use”
“The angled brush makes it easy to apply”
“they're a nice size”
“Good Coverage & Durable”
“This brush is better because it is comfortable and effective”
“So much better than I was expecting”
What buyers complain about
“Quite small a brush”
“not as soft i thought it would be”
“However, it is not as soft as other reviews describe though so be gentle when using”
“I had some sort of reaction to the brush”
“use very little otherwise it leaves a white residue”
“Broken”
“Very very small brush should of been less expensive not really value for money”
“does not do the job well”
“Good blending however can be uncomfortable”
“However, the bristles feel quite spiky and can be uncomfortable to use, especially on the sensitive under-eye area”
Top return reasons
Common questions
- Is concealer brush profitable to sell on Amazon United Kingdom?
- The niche generates £70K/yr across 17 tracked products. 1 of 5 products launched in the last 360 days are still selling. 90-day search growth is -24.6%. Flapen's verdict: Skip it (38/100).
- How competitive is the concealer brush niche?
- 9 brands and 16 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in concealer brush?
- Top complaints mined from reviews: Size-Overall, Hard Feel, Soft Feel. The return rate is 0.2%.
- When does demand for concealer brush peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the concealer brush niche?
- Listings span £2.58–£5.47; the average listing price is £3.82 (sweet spot $15–$100). The average incumbent carries 1,290 reviews — the moat a new listing must climb.