---
title: "Concealer Stick — £73K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/concealer-stick"
last_updated: "2026-08-09T13:06:29.601Z"
locale: en
meta:
description: "Niche score 40/100 · £73K/yr market · 200K searches/yr · £4.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £73K/yr market · 200K searches/yr · £4.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Concealer Stick — £73K/yr Amazon UK Niche (2026) - Flapen"
---
# **concealer stick**
**Skip it**
Prices mostly outside the sweet spot ($1.93–$7.42) — this niche doesn't clear our bar today.
Market size 18Growth 19Conversion 79Competition 48Returns 100Price range 0Avg price 12Brand share 13Review moat 22Quality gap 60
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.1%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****56%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****10,200.16**
avg 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**
**Bad****95%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£4.49**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.93–£7.42**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/beauty/concealer-stick/trend)
## **Top concealer stick search terms**
- **rimmel concealer**99K/yr-9.0%7.5% conv. - **concealer stick**60K/yr-19.1%4.4% conv. - **spot concealer**8K/yr-19.5%4.0% conv. - **blemish concealer**5K/yr+0.3%3.5% conv. - **concealer rimmel**6K/yr-13.9%6.4% conv. - **stick concealer**5K/yr-12.9%2.4% conv. - **cover up stick concealer**5K/yr-15.7%5.6% conv. - **rimmel london concealer**4K/yr+8.2%5.0% conv. - **cover stick concealer**3K/yr+17.2%8.7% conv. - **rimmel concealer ivory**5K/yr+2.2%15.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/concealer-stick/search-terms)
## **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.
0%5%£4K10%£7K15%£11K20%£15K101001K10K100K 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**Rimmel Multi Tasker Concealer Fair crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml**Rimmel**£4.63**4.4★6,233 rev](https://www.amazon.co.uk/dp/B08VG89SG6) [2**Rimmel London Hide The Blemish Stick Concealer 4.5g**Rimmel**£3.54**4.5★3,496 rev](https://www.amazon.co.uk/dp/B001V9LBFM) [3**Rimmel Lasting Radiance Full Coverage Concealer and Eye Illuminator 10 Ivory 7ml**Rimmel**£4.40**4.6★2,083 rev](https://www.amazon.co.uk/dp/B07NQ7KKZK) [4**Rimmel Multi Tasker Concealer Ivory crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml**Rimmel**£5.20**4.4★6,233 rev](https://www.amazon.co.uk/dp/B08VG8GMZQ) [5**Rimmel London Hide The Blemish Concealer 4 Natural Beige 4.5 g (Pack of 1)**Rimmel**£3.61**4.6★3,699 rev](https://www.amazon.co.uk/dp/B001V9LBG6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Avon True Colour Flawless Concealer Cover Up Stick (Fair)**Avon**£6.66**39 rev1y ago](https://www.amazon.co.uk/dp/B0F6K78VMQ) [**Rimmel Kind + Free 24h Hydrating Concealer Light 020**Rimmel**£4.74**1,750 rev4y ago](https://www.amazon.co.uk/dp/B09FY7P2PY) [**Rimmel Kind + Free 24h Hydrating Concealer Fair 010**Rimmel**£5.05**1,750 rev4y ago](https://www.amazon.co.uk/dp/B09FY7K6SC) [**Rimmel Multi Tasker Concealer Fair crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml**Rimmel**£4.63**6,233 rev5y ago](https://www.amazon.co.uk/dp/B08VG89SG6) [**Rimmel Multi Tasker Concealer Ivory crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml**Rimmel**£5.20**6,233 rev5y ago](https://www.amazon.co.uk/dp/B08VG8GMZQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Rimmel London Match Perfection Light Coverage Blendable Liquid Concealer 040 Classic Beige 7 ml**Rimmel**£3.69**4.3★**▲ 205%**](https://www.amazon.co.uk/dp/B079L5Z1F7) [**Rimmel London Match Perfection Light Coverage Blendable Liquid Concealer 030 Classic Ivory 7 ml**Rimmel**£4.73**4.3★**▲ 175%**](https://www.amazon.co.uk/dp/B079L523KZ) [**W7 Concealer Cover Stick with Tea Tree Oil - Medium / deep 3.5 g**W7**£3.19**4.2★**▲ 143%**](https://www.amazon.co.uk/dp/B00129OM3Y) [**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**£4.69**4.4★**▲ 109%**](https://www.amazon.co.uk/dp/B07CS41GPS) [**Rimmel London Hide The Blemish Stick Concealer Instant Retouch and Imperfection Camouflage with Easy Application 105 Golden Beige 4.5 g**Rimmel**£3.99**4.4★**▲ 39%**](https://www.amazon.co.uk/dp/B004LXL0CY)
**~~View all trending →~~**
## **What buyers say about concealer stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Coverage**19%
*“Decent coverage”*
**Quality-Overall**18%
*“Excellent product”*
**Value For Money**14%
*“Good for price”*
**Color**7%
*“Great shade”*
**Ease Of Use**7%
*“Easy to use”*
**Advertised Vs Actual Product**6%
*“As described”*
**Ease Of Application**5%
*“Great applicator, covers really well”*
**Suitability Combination Skin**4%
*“Matches my skin tone perfectly”*
**Durability**2%
*“Very Reliable”*
**Soft Feel**2%
*“Creamy and effective”*
### **What buyers complain about **
**Color**15%
*“its a lot darker”*
**Functionality-Overall**12%
*“this isnt as effective as I thought it would be”*
**Value For Money**10%
*“not worth the money”*
**Ease Of Use**6%
*“difficult to open”*
**Coverage**6%
*“Doesn't give good coverage”*
**Moist/Dry**4%
*“it just goes all dry and blotchy”*
**Thickness**4%
*“Too thick”*
**Quality-Overall**3%
*“the sponge was cheap”*
**Suitability Dry Skin**2%
*“seems to dry the skin out after a few hours”*
**Smudge Resistance**2%
*“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.
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