---
title: "Concealer — £751K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/concealer"
last_updated: "2026-08-06T20:24:12.515Z"
locale: en
meta:
description: "Niche score 47/100 · £751K/yr market · 2.8M searches/yr · £4.64 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · £751K/yr market · 2.8M searches/yr · £4.64 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Concealer — £751K/yr Amazon UK Niche (2026) - Flapen"
---
# **concealer**
**Skip it**
Prices mostly outside the sweet spot ($2.92–$6.37) — this niche doesn't clear our bar today.
Market size 71Growth 20Conversion 64Competition 58Returns 100Price range 0Avg price 13Brand share 8Review moat 12Quality gap 65
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Market size**
**Good****£751K**
£751K/yr · 2.8M searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****5.7%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-9.4%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£4.64**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****27,023.74**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****97%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£2.92–£6.37**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, concealer is a £751K/yr Amazon United Kingdom market (2.8M searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 47/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **concealer market data**
- **Units sold / yr**
- **150K–200K**
- avg 3,000–4,000/product
- **Revenue / yr**
- **£696K–£928K**
- units × avg price
- **Conversion rate**
- **5.7%**
- **Avg BSR**
- **#8**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **76%**
- **Out of stock**
- **1.2%**
- **Avg brand age**
- **47 months**
- **Avg seller age**
- **144 days**
## **Competition & brand share**
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**6 **—flat
**Sellers**
**247**
**Top-5 brand share**
**97%**
Top 20: 100%
**Top-5 click share**
**50%**
Top 20: 84%
**Open market**
**0%**
- Maybelline43% - e.l.f.32% - Rimmel12% - Revolution Beauty London6% - L'Oreal Paris3% - MUA3% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -9.4% search growth over the last 90 days.
90K70KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/concealer/trend)
## **Top concealer search terms**
- **concealer**1.4M/yr-7.3%3.6% conv. - **maybelline concealer**330K/yr+0.5%6.2% conv. - **elf concealer**281K/yr-14.4%4.2% conv. - **rimmel concealer**99K/yr-9.0%4.9% conv. - **concealer for mature skin**63K/yr-21.3%3.6% conv. - **loreal concealer**71K/yr-9.6%1.9% conv. - **under eye concealer**78K/yr-32.7%2.3% conv. - **revolution concealer**63K/yr-4.1%3.4% conv. - **fit me concealer**60K/yr-9.8%4.3% conv. - **concealer stick**60K/yr-19.1%2.1% conv. [**All search terms **](https://flapen.com/research/uk/beauty/concealer/search-terms)
## **Top concealer 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%£38K10%£75K15%£113K20%£150K1001K10K100K 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**e.l.f. Hydrating Camo Concealer Satin Finish Conceals Corrects & Highlights Fair Warm 0.203 Fl Oz (6mL)**e.l.f.**£5.77**4.4★6,148 rev](https://www.amazon.co.uk/dp/B07ZR1DXGX) [2**Maybelline Concealer Instant Anti Age Eraser Eye Concealer Dark Circles and Blemish Concealer Ultra Blendable Formula Dermatologist Tested & Suitable for Sensitive Skin 01 Light**Maybelline**£4.77**4.4★68,149 rev](https://www.amazon.co.uk/dp/B00JR76TKW) [3**Maybelline Concealer Fit Me! Full Coverage Concealer for Face Oil Free Delivers Even Complexion Non-Comedogenic Matte & Poreless Ultra Blendable Shade: 15 Fair**Maybelline**£5.04**4.4★67,159 rev](https://www.amazon.co.uk/dp/B007B8UNVA) [4**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) [5**Maybelline Instant Anti-Age Eraser Eye Concealer for Face Dark Circles Blemish & Fine Lines Concealer Full Coverage Dermatologist Tested Suitable for Sensitive Skin Shade: 00 Ivory**Maybelline**£4.64**4.4★68,149 rev](https://www.amazon.co.uk/dp/B07CS9D1R6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**e.l.f. Soft Glam Satin Concealer Medium Coverage for Blemishes & Under-Eye Crease-Resistant Long-Lasting Vegan & Cruelty-Free 13 Fair Neutral**e.l.f.**£4.21**2,845 rev7mo ago](https://www.amazon.co.uk/dp/B0G1H45XQD) [**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) [**e.l.f. Hydrating Camo Concealer Satin Finish Conceals Corrects & Highlights Fair Warm 0.203 Fl Oz (6mL)**e.l.f.**£5.77**6,148 rev5y ago](https://www.amazon.co.uk/dp/B07ZR1DXGX) [**e.l.f. Hydrating Camo Concealer Satin Finish Conceals Corrects & Highlights Light Peach 0.203 Fl Oz (6mL)**e.l.f.**£5.12**3,015 rev5y ago](https://www.amazon.co.uk/dp/B07ZQZZ7R8)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**e.l.f. Soft Glam Satin Concealer Medium Coverage for Blemishes & Under-Eye Crease-Resistant Long-Lasting Vegan & Cruelty-Free 13 Fair Neutral**e.l.f.**£4.21**4.3★**▲ 216%**](https://www.amazon.co.uk/dp/B0G1H45XQD) [**MUA Makeup Academy Pro/Base Full Coverage Concealer Lightweight & Long-Lasting Shade #110 9.5 g - Vegan & Cruelty Free**MUA**£2.92**4.2★**▲ 191%**](https://www.amazon.co.uk/dp/B07KW5T3R7) [**e.l.f. Hydrating Camo Concealer Satin Finish Conceals Corrects & Highlights Medium Beige 0.203 Fl Oz (6mL)**e.l.f.**£6.09**4.0★**▲ 154%**](https://www.amazon.co.uk/dp/B07ZR15BY5) [**e.l.f. Hydrating Camo Concealer Satin Finish Conceals Corrects & Highlights Light Peach 0.203 Fl Oz (6mL)**e.l.f.**£5.12**4.4★**▲ 104%**](https://www.amazon.co.uk/dp/B07ZQZZ7R8) [**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★**▲ 89%**](https://www.amazon.co.uk/dp/B07CS41GPS)
**~~View all trending →~~**
## **What buyers say about concealer**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Coverage**19%
*“The coverage is natural”*
**Quality-Overall**16%
*“Very effective product”*
**Value For Money**15%
*“Worth the money”*
**Color**7%
*“Lovely colour”*
**Suitability Combination Skin**6%
*“Works well on my skin”*
**Advertised Vs Actual Product**5%
*“Does what it says”*
**Ease Of Use**5%
*“blends super easily”*
**Ease Of Application**5%
*“Easy to apply”*
**Soft Feel**2%
*“soft on my skin”*
**Moist/Dry**2%
*“hydrating”*
### **What buyers complain about **
**Color**14%
*“Colour darker than expected”*
**Functionality-Overall**13%
*“Unusable”*
**Value For Money**10%
*“not worth the money”*
**Moist/Dry**6%
*“it just goes all dry and blotchy”*
**Coverage**6%
*“Zero coverage”*
**Ease Of Use**6%
*“Not completely obvious how to get the product out”*
**Thickness**4%
*“Too thick”*
**Quality-Overall**3%
*“the sponge was cheap”*
**Smudge Resistance**2%
*“The worst concealer I have ever used if Im honest it just doesn't stick on the skin smudges so easily”*
**Size-Overall**2%
*“Small”*
## **Common questions**
- **Is concealer profitable to sell on Amazon United Kingdom?**
- The niche generates £751K/yr across 34 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -9.4%. Flapen's verdict: Skip it (47/100).
- **How competitive is the concealer niche?**
- 6 brands and 247 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 97% of demand.
- **What do buyers complain about in concealer?**
- Top complaints mined from reviews: Color, Functionality-Overall, Value For Money. The return rate is 0.1%.
- **When does demand for concealer peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the concealer niche?**
- Listings span £2.92–£6.37; the average listing price is £4.64 (sweet spot $15–$100). The average incumbent carries 27,024 reviews — the moat a new listing must climb.
## **Related niches in Beauty**
- 68 [**cellulite massager**](https://flapen.com/research/uk/beauty/cellulite-massager)£199K/yr+31.0%**Worth a look**- 68 [**anti chafing stick**](https://flapen.com/research/uk/beauty/anti-chafing-stick)£446K/yr+174.2%**Worth a look**- 68 [**mens aftershave**](https://flapen.com/research/uk/beauty/mens-aftershave)£5.0M/yr+20.0%**Launch it**- 68 [**face gems**](https://flapen.com/research/uk/beauty/face-gems)£156K/yr+184.1%**Worth a look**- 68 [**england face paint**](https://flapen.com/research/uk/beauty/england-face-paint)£20K/yr>1,000%**Worth a look**- 68 [**primus aged garlic**](https://flapen.com/research/uk/beauty/primus-aged-garlic)£18K/yr+144.2%**Worth a look**[**All Beauty niches **](https://flapen.com/research/uk/beauty)