---
title: "White Eyeliner — £86K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/white-eyeliner"
last_updated: "2026-08-06T20:10:51.282Z"
locale: en
meta:
description: "Niche score 40/100 · £86K/yr market · 120K searches/yr · £3.91 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £86K/yr market · 120K searches/yr · £3.91 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "White Eyeliner — £86K/yr Amazon UK Niche (2026) - Flapen"
---
# **white eyeliner**
**Skip it**
Prices mostly outside the sweet spot ($2.05–$7.59) — this niche doesn't clear our bar today.
Market size 21Growth 26Conversion 99Competition 11Returns 100Price range 0Avg price 11Brand share 21Review moat 16Quality gap 76
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****18.2%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+0.8%**
90-day search growth — must beat 0% to launch
**Market size**
**Bad****£86K**
£86K/yr · 120K searches
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****21,058.89**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****87%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£3.91**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£2.05–£7.59**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, white eyeliner is a £86K/yr Amazon United Kingdom market (120K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 40/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **white eyeliner market data**
- **Units sold / yr**
- **20K–25K**
- avg 1,500–2,000/product
- **Revenue / yr**
- **£78K–£98K**
- units × avg price
- **Conversion rate**
- **18.2%**
- **Avg BSR**
- **#53**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **78%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **54 months**
- **Avg seller age**
- **151 days**
## **Competition & brand share**
The top 5 products capture 87% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**8 **▼falling
**Sellers**
**49**
**Top-5 brand share**
**91%**
Top 20: 100%
**Top-5 click share**
**87%**
Top 20: 100%
**Open market**
**5%**
- Rimmel63% - e.l.f.10% - Wet n Wild7% - Maybelline7% - NYX PROFESSIONAL MAKEUP4% - FREEORR4% - Open — no brand owns it (2 brands, 5%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +0.8% search growth over the last 90 days.
6K4KSpike '24Spike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/white-eyeliner/trend)
## **Top white eyeliner search terms**
- **white eyeliner pencil**61K/yr+9.5%19.0% conv. - **white eyeliner**44K/yr-12.0%12.1% conv. - **white eye pencil**6K/yr+2.0%13.6% conv. - **white waterline eye pencil**3K/yr+15.2%12.3% conv. - **white eye liner**3K/yr+8.7%14.9% conv. - **white liner**3K/yr+4.6%9.5% conv. [**All search terms **](https://flapen.com/research/uk/beauty/white-eyeliner/search-terms)
## **Top white 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.
0%15%£13K30%£26K45%£38K60%£51K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 9 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Rimmel Soft Kohl Kajal Professional Eyeliner Pencil Intense Long-Lasting Colour Up to 12 Hours Wear Smudge Proof 1.2 grams Pure White**Rimmel**£2.37**4.4★40,683 rev](https://www.amazon.co.uk/dp/B01BGQ3ZBM) [2**Rimmel Scandaleyes Exaggerate Eye Definer 005 Snow White 0.35g**Rimmel**£3.51**4.5★13,256 rev](https://www.amazon.co.uk/dp/B08PDQ58PM) [3**e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Cloud Nine**e.l.f.**£3.19**4.4★3,836 rev](https://www.amazon.co.uk/dp/B0F2X1K38P) [4**Wet n Wild Color Icon Kohl Eyeliner Pencil Eyeliner and Pencil for Eye-Makeup with an Intense and Hyper-pigmented Effect Soft Creamy and Easy-to-use Formula Youre Always White!**Wet n Wild**£2.05**4.1★4,000 rev](https://www.amazon.co.uk/dp/B01760A7PY) [5**Maybelline Gel Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: White**Maybelline**£4.06**4.3★16,666 rev](https://www.amazon.co.uk/dp/B0B8NX6HPK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**3PCS White Eyeliner Pencils Soft Highlighter Gel Eyeliner Pencil White Pencil for Skin Marking Highlighter Waterproof Eyeli/ner Penc/ils Wh/ite Eyel/iner Pe/ncil Professional E/ye Liner Pen**OKMINI**£3.42**33 rev12mo ago](https://www.amazon.co.uk/dp/B0FJGBZYTS) [**e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Cloud Nine**e.l.f.**£3.19**3,836 rev1y ago](https://www.amazon.co.uk/dp/B0F2X1K38P) [**Maybelline Gel Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: White**Maybelline**£4.06**16,666 rev3y ago](https://www.amazon.co.uk/dp/B0B8NX6HPK) [**Rimmel Scandaleyes Exaggerate Eye Definer 005 Snow White 0.35g**Rimmel**£3.51**13,256 rev5y ago](https://www.amazon.co.uk/dp/B08PDQ58PM) [**3INA MAKEUP - The Color Pen Eyeliner 100 - White Liquid Eyeliner 10h Longwear - Precise Felt Tip Matte Liner for Sensitive Eyes**3INA**£7.59**1,920 rev5y ago](https://www.amazon.co.uk/dp/B08HYNGK11)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NYX Eye Liner Mechanical Pencil Retractable Twist Up Eyeliner Crayon Auto Pen - White**NYX PROFESSIONAL MAKEUP**£3.20**4.3★**▲ 291%**](https://www.amazon.co.uk/dp/B002R2CO4Y) [**e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Cloud Nine**e.l.f.**£3.19**4.4★**▲ 67%**](https://www.amazon.co.uk/dp/B0F2X1K38P) [**Rimmel Soft Kohl Kajal Professional Eyeliner Pencil Intense Long-Lasting Colour Up to 12 Hours Wear Smudge Proof 1.2 grams Pure White**Rimmel**£2.37**4.4★**— 5%**](https://www.amazon.co.uk/dp/B01BGQ3ZBM) [**3PCS White Eyeliner Pencils Soft Highlighter Gel Eyeliner Pencil White Pencil for Skin Marking Highlighter Waterproof Eyeli/ner Penc/ils Wh/ite Eyel/iner Pe/ncil Professional E/ye Liner Pen**OKMINI**£3.42**4.0★**— 1%**](https://www.amazon.co.uk/dp/B0FJGBZYTS) [**Rimmel Scandaleyes Exaggerate Eye Definer 005 Snow White 0.35g**Rimmel**£3.51**4.5★**— 6%**](https://www.amazon.co.uk/dp/B08PDQ58PM)
**~~View all trending →~~**
## **What buyers say about white eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**23%
*“Great value for money”*
**Eyeliner Quality**17%
*“Good eyeliner”*
**Quality-Overall**14%
*“Good quality”*
**Advertised Vs Actual Product**12%
*“Does what it does”*
**Durability**7%
*“Beautiful and stay longer”*
**Hair Removal**7%
*“Mrs A. Love these great for laser hair removal drawing up on the body”*
**Color**6%
*“bright colour”*
**Ease Of Application**4%
*“Smooth application, bright colour and easy to use”*
**Soft Feel**2%
*“Soft and therefore comfortable to apply”*
**Texture/Consistency-Overall**2%
*“the texture is kind of hard yet creamy”*
### **What buyers complain about **
**Texture/Consistency-Overall**18%
*“Not intense, Not Creamy, Not easy to apply and lumpy when it finally does go on the skin - Threw it away”*
**Allergies**14%
*“I can still feel irritation”*
**Suitability Combination Skin**14%
*“Not great on older skin”*
**Durability**14%
*“its starting to fade so I would only use this for a different reason not for my eyelids”*
**Product Condition**14%
*“This item has been used it wasn't even sealed”*
**Paint Quality**7%
*“Super waxy, no pigment”*
**Moist/Dry**7%
*“Did not say its Wet n Wild”*
### **Top return reasons **
**Skin Health**33%
**Functionality-Overall**33%
**Eyeliner Quality**33%
## **Common questions**
- **Is white eyeliner profitable to sell on Amazon United Kingdom?**
- The niche generates £86K/yr across 9 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Skip it (40/100).
- **How competitive is the white eyeliner niche?**
- 8 brands and 49 sellers compete. The top 5 products take 87% of clicks and top 5 brands hold 91% of demand.
- **What do buyers complain about in white eyeliner?**
- Top complaints mined from reviews: Texture/Consistency-Overall, Allergies, Suitability Combination Skin. The return rate is 0.1%.
- **When does demand for white eyeliner peak?**
- Demand peaks in Oct–Nov; the busiest month runs 1.8× the quietest.
- **What does it cost to enter the white eyeliner niche?**
- Listings span £2.05–£7.59; the average listing price is £3.91 (sweet spot $15–$100). The average incumbent carries 21,059 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)