gel eyeliner
Skip itPrices mostly outside the sweet spot ($2.87–$9.23) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great7.8%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Growth
Okay+4.1%90-day search growth — must beat 0% to launch
Market size
Bad£94K£94K/yr · 247K searches
Review moat
Bad8,398.2avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£4.91avg listing price — sweet spot $15–$100
Brand share
Bad98%top-5 brand share — brand-locked demand
Price range
Bad£2.87–£9.23cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, gel eyeliner is a £94K/yr Amazon United Kingdom market (247K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 42/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
gel eyeliner market data
- Units sold / yr
- 20K–25K
- avg 750–1,000/product
- Revenue / yr
- £98K–£123K
- units × avg price
- Conversion rate
- 7.8%
- Avg BSR
- #42
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 40%
- Out of stock
- 0.0%
- Avg brand age
- 37 months
- Avg seller age
- 140 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
6 falling
Sellers
233
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
57%
Top 20: 100%
Open market
0%
- Maybelline83%
- L'Oreal Paris7%
- Rimmel4%
- Kiko Milano2%
- Makeup Revolution2%
- Generic2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +4.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top gel eyeliner search terms
- gel eyeliner60K/yr
- maybelline eyeliner46K/yr
- maybelline tattoo eyeliner34K/yr
- loreal eyeliner19K/yr
- gel eyeliner pencil9K/yr
- tattoo eyeliner9K/yr
- waterproof gel eyeliner6K/yr
- maybelline gel eyeliner8K/yr
- maybelline tattoo liner8K/yr
- gel liner7K/yr
Top gel eyeliner 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Maybelline Gel Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: Deep Onyx
Maybelline£4.314.3★16,666 rev
Maybelline Tattoo Eye Liner Smokey Gel Pencil Eye Liner Long Lasting Blendable 36Hour Smokey Look Fade-Proof & Waterproof Formula Shade: 01 Smokey Black
Maybelline£4.184.5★3,567 rev
Maybelline Lasting Drama Gel Eyeliner Black
Maybelline£8.584.6★7,914 rev
Maybelline Gel Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: Bold Bronze
Maybelline£3.794.3★16,666 rev
Maybelline New York Gel Eyeliner Waterproof and Long-Lasting Gel Pen Up to 36 Hours Hold Tattoo Liner Gel Pencil Colour: 971 Dark Granite
Maybelline£3.624.3★9,852 rev
Newest
by launch date
Waterproof Gel Eyeliner Pot Set with 2PCS Brushes Long Lasting Smudge-Proof Formula High-Intensity Pigments for Eyes and Brows Black Pot for Bold Eye Makeup Looks
Generic£4.7534 rev
Maybelline Gell Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: Burgundy Bliss
Maybelline£4.09727 rev
Maybelline Pen Eyeliner Waterproof Brush Tip Liner Delivers Bold Saturated Even Impact In 1 Continuous Line Smudge Fade & Flake Resistant Jet Black
Maybelline£5.52840 rev
Maybelline New York Gel Eyeliner Waterproof and Long-Lasting Gel Pen Up to 36 Hours Hold Tattoo Liner Gel Pencil Colour: 971 Dark Granite
Maybelline£3.629,852 rev
LOréal Paris Gel Eyeliner Pencil Intense Black Eye Liner with Long-lasting Colour up to 24H Wear Infallible Grip Gel Automatic Eyeliner Intense Black
L'Oreal Paris£4.933,874 rev
Trending
90-day click momentumMaybelline New York Gel Eyeliner Waterproof and Long-Lasting Gel Pen Up to 36 Hours Hold Tattoo Liner Gel Pencil Colour: 971 Dark Granite
Maybelline£3.624.3★
Maybelline Gel Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: Bold Bronze
Maybelline£3.794.3★
Maybelline New York Eyeliner Waterproof Smudge-proof and Long-Lasting Tattoo Liner Gel Pencil No. 902 Grayish Black
Maybelline£3.354.3★
LOréal Paris Eyeliner with precise felt tip for the perfect eyeliner and irresistible eye make-up super liner perfect slim no. 1 intense black pack of 1
L'Oreal Paris£5.594.3★
Maybelline Pen Eyeliner Waterproof Brush Tip Liner Delivers Bold Saturated Even Impact In 1 Continuous Line Smudge Fade & Flake Resistant Jet Black
Maybelline£5.524.1★
What buyers say about gel eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Good eyeliner easy to apply and long lasting”
“Great colour”
“Good quality, easy to apply, its smudge resistant, and waterproof”
“Good and doesnt smudge”
“Excellent price”
“Great application”
“Did not break”
“nice and soft to the eyes”
“Easy to use”
“Does the trick, nuff said”
What buyers complain about
“can never get a good defined tip point to it because it constantly breaks”
“Very dry”
“Much darker”
“Poor quality”
“Worse than cheap eyeliners”
“Not easy to use”
“sadly it's not smudge or waterproof”
“This item does not do what it states it S M U D G E S”
“However, it doesnt stay on my waterline”
“Waste of money”
Top return reasons
Common questions
- Is gel eyeliner profitable to sell on Amazon United Kingdom?
- The niche generates £94K/yr across 20 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +4.1%. Flapen's verdict: Skip it (42/100).
- How competitive is the gel eyeliner niche?
- 6 brands and 233 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in gel eyeliner?
- Top complaints mined from reviews: Durability, Moist/Dry, Color. The return rate is 0.0%.
- When does demand for gel eyeliner peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the gel eyeliner niche?
- Listings span £2.87–£9.23; the average listing price is £4.91 (sweet spot $15–$100). The average incumbent carries 8,398 reviews — the moat a new listing must climb.