eyebrow pencil
Worth a lookShows low returns (0.0%), but prices mostly outside the sweet spot ($2.06–$7.95) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great11.6%search→purchase rate — share of searches ending in a sale
Market size
Great£1.3M£1.3M/yr · 2.7M searches
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Growth
Bad-1.6%90-day search growth — must beat 0% to launch
Review moat
Bad23,340.1avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£4.27avg listing price — sweet spot $15–$100
Price range
Bad£2.06–£7.95cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eyebrow pencil is a £1.3M/yr Amazon United Kingdom market (2.7M searches/yr). The top 5 brands hold 89% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
eyebrow pencil market data
- Units sold / yr
- 250K–300K
- avg 8,000–10,000/product
- Revenue / yr
- £1.1M–£1.3M
- units × avg price
- Conversion rate
- 11.6%
- Avg BSR
- #19
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 77%
- Out of stock
- 0.4%
- Avg brand age
- 43 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
174
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
52%
Top 20: 87%
Open market
9%
- Revolution Beauty London27%
- e.l.f.25%
- NYX PROFESSIONAL MAKEUP17%
- Rimmel15%
- Makeup Revolution4%
- MUA2%
- Open — no brand owns it (6 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top eyebrow pencil search terms
- eyebrow pencil1.2M/yr
- eyebrow pen221K/yr
- nyx eyebrow pencil166K/yr
- eyebrow163K/yr
- brow pencil133K/yr
- elf eyebrow pencil132K/yr
- eye brow pencil98K/yr
- rimmel eyebrow pencil85K/yr
- brow pen67K/yr
- revolution eyebrow pencil68K/yr
Top eyebrow pencil 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
Revolution Precise Brow Pencil Double-Ended Makeup Tool with Brush for Easy & Ultra Defined Brows and Bold Looks Dark Brown 0.05g
Revolution Beauty London£2.924.2★6,093 rev
e.l.f. Instant Lift Brow Pencil Dual-Sided Precise Fine Tip Shapes Defines Fills Brows Contours Combs Tames Natural Brown 0.18 g (Pack of 1)
e.l.f.£3.084.3★68,700 rev
NYX Professional Makeup Brow Pencil Micro Brow Dual Ended Ultrafine Pencil Tip with Mechanical Brow Tool and Spoolie Brush Vegan Formula Korean Makeup Shade: Ash Brown
NYX PROFESSIONAL MAKEUP£6.094.4★68,239 rev
Rimmel Eyebrow Pencil 1.4 g - Dark Brown
Rimmel£2.624.5★26,856 rev
e.l.f. Instant Lift Waterproof Brow Pencil Long-Lasting Eyebrow Pencil For Grooming & Shaping Brows Vegan & Cruelty-Free Neutral Brown
e.l.f.£3.474.4★11,996 rev
Newest
by launch date
2CHILL 30 Curved Eyebrow Pencil Magic 2 in 1 Eyebrow Pen Pro Waterproof Eye Brow Pen with 4 Tips Vivid Microblading Brow Pencils for Women Last All Day Makeup (03 Dark Brown)
2CHILL£7.95678 rev
MCoBeauty Everyday Perfect Brow Pencil - Medium Dark
MCoBeauty£3.5858 rev
Revolution Instant Brow Hair Pen Precision Applicator for Hair-Like Strokes Long-Lasting Eyebrow Pen Dark Brown Vegan & Cruelty-Free 1.8ml
Revolution Beauty London£4.60783 rev
iMethod Microblading Eyebrow Pen - Eyebrow Pencil Magical 2-in-1 Dual-Ended Eye Brow Pencils for Women with 4-Fork-Tip & Precise Brush-Tip Create Natural Hair-Like Brows Last All-Day Dark Brown
iMethod£7.499,908 rev
LOréal Paris Infallible Faux Brow Double Brush Tip Brow Tint Pen Natural Finish Waterproof Transfer and Smudge-Resistant Shaping Brows for up to 48 hours Shade: Dark Brunette
L'Oreal Paris£5.891,884 rev
Trending
90-day click momentumMCoBeauty Everyday Perfect Brow Pencil - Medium Dark
MCoBeauty£3.584.2★
Revolution Precise Brow Pencil Double-Ended Makeup Tool with Brush for Easy & Ultra Defined Brows and Bold Looks Medium Brown 0.05g
Revolution Beauty London£3.084.2★
MUA Makeup Academy Brow Define Dark Brown Micro Eyebrow Pencil with Spoolie Brush For Dark Hair (Pack of 1) - Vegan & Cruelty Free
MUA£2.063.8★
2CHILL 30 Curved Eyebrow Pencil Magic 2 in 1 Eyebrow Pen Pro Waterproof Eye Brow Pen with 4 Tips Vivid Microblading Brow Pencils for Women Last All Day Makeup (03 Dark Brown)
2CHILL£7.954.4★
NYX Professional Makeup Brow Pencil Micro Brow Dual Ended Ultrafine Pencil Tip with Mechanical Brow Tool and Spoolie Brush Vegan Formula Korean Makeup Shade: Ash Brown
NYX PROFESSIONAL MAKEUP£6.094.4★
What buyers say about eyebrow pencil
What buyers praise and complain about, mined from review topics.What buyers love
“overall its a really solid product”
“accurate colour”
“Easy and effective”
“Good value”
“durable”
“Easy to apply”
“As described”
“Completely smudge-proof”
“does the job well”
“helps me achieve soft”
What buyers complain about
“Broke easily”
“colour doesnt match”
“Product is awful cheaply made”
“Too hard to work with”
“Doesnt work very dry and rubbish”
“Broken. When going to twist the body to move eyebrow pencil down, nothing happens. Its empty of the pencil itself.”
“Makes it quite expensive”
“Doesnt leave hair like strokes as not enough product comes out so have to push it onto skin which then smudges”
“Its way too thick”
“I'm disappointed as I had used the non waterproof eyebrow pencil”
Top return reasons
Common questions
- Is eyebrow pencil profitable to sell on Amazon United Kingdom?
- The niche generates £1.3M/yr across 31 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -1.6%. Flapen's verdict: Worth a look (55/100).
- How competitive is the eyebrow pencil niche?
- 12 brands and 174 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in eyebrow pencil?
- Top complaints mined from reviews: Durability, Color, Quality-Overall. The return rate is 0.0%.
- When does demand for eyebrow pencil peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the eyebrow pencil niche?
- Listings span £2.06–£7.95; the average listing price is £4.27 (sweet spot $15–$100). The average incumbent carries 23,340 reviews — the moat a new listing must climb.