concealer pencil
Skip itPrices mostly outside the sweet spot ($2.55–$15.51) — this niche doesn't clear our bar today.
Returns
Great1.3%return rate — above 5% kills the launch gate
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Review moat
Okay2,995avg incumbent reviews — the moat a new listing must climb
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Avg price
Okay$9.27avg listing price — sweet spot $15–$100
Growth
Bad-5.4%90-day search growth — must beat 0% to launch
Market size
Bad$68K$68K/yr · 207K searches
Price range
Bad$2.55–$15.51cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, concealer pencil is a $68K/yr Amazon United States market (207K searches/yr). The top 5 brands hold 88% of demand. Verdict: Skip it — 38/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
concealer pencil market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- $74K–$93K
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #175
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 41%
- Out of stock
- 2.3%
- Avg brand age
- 66 months
- Avg seller age
- 133 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
10 rising
Sellers
117
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
55%
Top 20: 97%
Open market
8%
- L'Oreal Paris64%
- THESAEM7%
- NYX PROFESSIONAL MAKEUP7%
- Anastasia Beverly Hills6%
- Essence Cosmetics5%
- ZEVNI3%
- Open — no brand owns it (4 brands, 8%)
Demand
Weekly Amazon search volume, last 24 weeks — -5.4% search growth over the last 90 days.Top concealer pencil search terms
- concealer pencil69K/yr
- loreal true match concealer66K/yr
- true match concealer23K/yr
- loreal concealer true match10K/yr
- pencil concealer7K/yr
- eyebrow concealer pencil6K/yr
- concealer pencil for eyebrows7K/yr
- brow concealer pencil4K/yr
- loreal concealer stick5K/yr
- loreal true match crayon concealer3K/yr
Top concealer 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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LOreal Paris True Match Radiant Serum Concealer Brightening Under Eye Concealer Make Up with 1.5% Hyaluronic Acid and Caffeine C3 0.33 Oz
L'Oreal Paris$13.404.5★1,924 rev
LOreal Paris True Match Super Blendable Crayon Concealer Light/Medium Warm 0.1 oz.
L'Oreal Paris$9.754.6★5,537 rev
THESAEM Cover Perfection Ideal Concealer Pencil 0.04oz - 1.5 Natural Beige for Neutral Medium Skin Tones 21-23 - Slim Multi-Use Pencil for Blemishes Dark Circles - Korean Makeup Concealer Stick
THESAEM$8.944.1★550 rev
LOreal Paris True Match Super-blendable Concealer Fair/Light Neutral 0.17 Fl Oz.
L'Oreal Paris$5.954.2★3,469 rev
LOreal Paris True Match Super Blendable Crayon Concealer Fair/Light Neutral 0.1 oz.
L'Oreal Paris$10.414.6★5,537 rev
Newest
by launch date
Eyebrow Lift Highlighting & Contour Pencil Set - 3 Eye Makeup Pencils Fill & Define Eyebrows For Women
UOCK$5.88119 rev
NYX PROFESSIONAL MAKEUP Pro Fix Stick Correcting Concealer Buildable Medium Coverage Concealer Stick - Fair
NYX PROFESSIONAL MAKEUP$8.956,891 rev
LOreal Paris True Match Radiant Serum Concealer Brightening Under Eye Concealer Make Up with 1.5% Hyaluronic Acid and Caffeine C3 0.33 Oz
L'Oreal Paris$13.401,924 rev
LOreal Paris True Match Radiant Serum Concealer Brightening Under Eye Concealer Make Up with 1.5% Hyaluronic Acid and Caffeine N2 0.33 Oz
L'Oreal Paris$13.341,924 rev
LOreal Paris True Match Radiant Serum Concealer Brightening Under Eye Concealer Make Up with 1.5% Hyaluronic Acid and Caffeine N3 0.33 Oz
L'Oreal Paris$13.381,924 rev
Trending
90-day click momentumLOreal Paris True Match Super Blendable Crayon Concealer Fair/Light Neutral 0.1 oz.
L'Oreal Paris$10.414.6★
LOreal Paris True Match Radiant Serum Concealer Brightening Under Eye Concealer Make Up with 1.5% Hyaluronic Acid and Caffeine N2 0.33 Oz
L'Oreal Paris$13.344.5★
Sorme Cosmetics PRO Eye Brightener Pencil Easy to Apply Fine-Tipped Pencil for a Lifted Effect Look Wide Awake & Youthful Inner Eye Highlighter Fake Awake Eye Highlight
SORMÉ$12.214.3★
NYX PROFESSIONAL MAKEUP Pro Fix Stick Correcting Concealer Buildable Medium Coverage Concealer Stick - Fair
NYX PROFESSIONAL MAKEUP$8.954.3★
essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (03 Silky Nude)
Essence Cosmetics$4.814.3★
What buyers say about concealer pencil
What buyers praise and complain about, mined from review topics.What buyers love
“Very affordable for the quality”
“Perfect color”
“Worth it”
“Good coverage”
“Nice and creamy”
“True as advertised”
“Great for mature skin”
“stayed hydrated looking all day EVEN UNDER laura mercier eye setting powder. though i think you could go without that - may test it out”
“Easy to apply”
“has a nice texture”
What buyers complain about
“Thick”
“The quality felt cheap”
“wrong colors I return it”
“it didnt perform the way people claimed it would”
“It balls up when applying”
“Another thing that boggles my mind is I cannot figure out how to sharpen the pencil”
“plus it gives me an allergic reaction in my eyes”
“melts very quickly”
“Not worth the money”
“No coverage”
Top return reasons
Common questions
- Is concealer pencil profitable to sell on Amazon United States?
- The niche generates $68K/yr across 22 tracked products. 90-day search growth is -5.4%. Flapen's verdict: Skip it (38/100).
- How competitive is the concealer pencil niche?
- 10 brands and 117 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in concealer pencil?
- Top complaints mined from reviews: Thickness, Quality-Overall, Color. The return rate is 1.3%.
- What does it cost to enter the concealer pencil niche?
- Listings span $2.55–$15.51; the average listing price is $9.27 (sweet spot $15–$100). The average incumbent carries 2,995 reviews — the moat a new listing must climb.