concealer stick
Skip itPrices mostly outside the sweet spot ($1.93–$7.42) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great8.1%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Review moat
Bad10,200.16avg incumbent reviews — the moat a new listing must climb
Growth
Bad-11.7%90-day search growth — must beat 0% to launch
Market size
Bad£73K£73K/yr · 200K searches
Brand share
Bad95%top-5 brand share — brand-locked demand
Avg price
Bad£4.49avg listing price — sweet spot $15–$100
Price range
Bad£1.93–£7.42cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, concealer stick is a £73K/yr Amazon United Kingdom market (200K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 40/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
concealer stick market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- £67K–£90K
- units × avg price
- Conversion rate
- 8.1%
- Avg BSR
- #39
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 48%
- Out of stock
- 2.6%
- Avg brand age
- 46 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
292
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
56%
Top 20: 88%
Open market
4%
- Rimmel80%
- Maybelline7%
- W73%
- Revlon2%
- Collection2%
- Avon1%
- Open — no brand owns it (4 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top concealer stick search terms
- rimmel concealer99K/yr
- concealer stick60K/yr
- spot concealer8K/yr
- blemish concealer5K/yr
- concealer rimmel6K/yr
- stick concealer5K/yr
- cover up stick concealer5K/yr
- rimmel london concealer4K/yr
- cover stick concealer3K/yr
- rimmel concealer ivory5K/yr
Top concealer stick 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Rimmel Multi Tasker Concealer Fair crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml
Rimmel£4.634.4★6,233 rev
Rimmel London Hide The Blemish Stick Concealer 4.5g
Rimmel£3.544.5★3,496 rev
Rimmel Lasting Radiance Full Coverage Concealer and Eye Illuminator 10 Ivory 7ml
Rimmel£4.404.6★2,083 rev
Rimmel Multi Tasker Concealer Ivory crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml
Rimmel£5.204.4★6,233 rev
Rimmel London Hide The Blemish Concealer 4 Natural Beige 4.5 g (Pack of 1)
Rimmel£3.614.6★3,699 rev
Newest
by launch date
Avon True Colour Flawless Concealer Cover Up Stick (Fair)
Avon£6.6639 rev
Rimmel Kind + Free 24h Hydrating Concealer Light 020
Rimmel£4.741,750 rev
Rimmel Kind + Free 24h Hydrating Concealer Fair 010
Rimmel£5.051,750 rev
Rimmel Multi Tasker Concealer Fair crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml
Rimmel£4.636,233 rev
Rimmel Multi Tasker Concealer Ivory crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml
Rimmel£5.206,233 rev
Trending
90-day click momentum
Rimmel London Match Perfection Light Coverage Blendable Liquid Concealer 040 Classic Beige 7 ml
Rimmel£3.694.3★
Rimmel London Match Perfection Light Coverage Blendable Liquid Concealer 030 Classic Ivory 7 ml
Rimmel£4.734.3★
W7 Concealer Cover Stick with Tea Tree Oil - Medium / deep 3.5 g
W7£3.194.2★
Maybelline Instant Anti-Age Eraser Eye Concealer for Face Dark Circles Blemish & Fine Lines Concealer Full Coverage Dermatologist Tested Suitable for Sensitive Skin Shade: 08 Buff
Maybelline£4.694.4★
Rimmel London Hide The Blemish Stick Concealer Instant Retouch and Imperfection Camouflage with Easy Application 105 Golden Beige 4.5 g
Rimmel£3.994.4★
What buyers say about concealer stick
What buyers praise and complain about, mined from review topics.What buyers love
“Decent coverage”
“Excellent product”
“Good for price”
“Great shade”
“Easy to use”
“As described”
“Great applicator, covers really well”
“Matches my skin tone perfectly”
“Very Reliable”
“Creamy and effective”
What buyers complain about
“its a lot darker”
“this isnt as effective as I thought it would be”
“not worth the money”
“difficult to open”
“Doesn't give good coverage”
“it just goes all dry and blotchy”
“Too thick”
“the sponge was cheap”
“seems to dry the skin out after a few hours”
“The worst concealer I have ever used if Im honest it just doesn't stick on the skin smudges so easily”
Common questions
- Is concealer stick profitable to sell on Amazon United Kingdom?
- The niche generates £73K/yr across 31 tracked products. 90-day search growth is -11.7%. Flapen's verdict: Skip it (40/100).
- How competitive is the concealer stick niche?
- 10 brands and 292 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in concealer stick?
- Top complaints mined from reviews: Color, Functionality-Overall, Value For Money. The return rate is 0.1%.
- When does demand for concealer stick peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the concealer stick niche?
- Listings span £1.93–£7.42; the average listing price is £4.49 (sweet spot $15–$100). The average incumbent carries 10,200 reviews — the moat a new listing must climb.