---
title: "Concealer Pencil — $68K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/concealer-pencil"
last_updated: "2026-08-10T05:27:48.295Z"
locale: en
meta:
description: "Niche score 38/100 · $68K/yr market · 207K searches/yr · $9.27 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · $68K/yr market · 207K searches/yr · $9.27 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Concealer Pencil — $68K/yr Amazon US Niche (2026) - Flapen"
---
# **concealer pencil**
**Skip it**
Prices mostly outside the sweet spot ($2.55–$15.51) — this niche doesn't clear our bar today.
Market size 17Growth 22Conversion 44Competition 49Returns 88Price range 4Avg price 27Brand share 28Review moat 35Quality gap 55
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****55%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Okay****3.5%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****2,995**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****88%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Okay****$9.27**
avg 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–$15.51**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KSpike '26Feb '26Mar '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/concealer-pencil/trend)
## **Top concealer pencil search terms**
- **concealer pencil**69K/yr+3.6%1.7% conv. - **loreal true match concealer**66K/yr-11.8%4.1% conv. - **true match concealer**23K/yr-14.1%2.9% conv. - **loreal concealer true match**10K/yr-2.2%3.0% conv. - **pencil concealer**7K/yr+2.8%1.7% conv. - **eyebrow concealer pencil**6K/yr+21.9%1.7% conv. - **concealer pencil for eyebrows**7K/yr-7.0%1.7% conv. - **brow concealer pencil**4K/yr+9.2%0.8% conv. - **loreal concealer stick**5K/yr-22.4%4.9% conv. - **loreal true match crayon concealer**3K/yr-17.2%10.2% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/concealer-pencil/search-terms)
## **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.
0%10%$7K20%$14K30%$20K40%$27K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$13.40**4.5★1,924 rev](https://www.amazon.com/dp/B0CKXYMVM4) [2**LOreal Paris True Match Super Blendable Crayon Concealer Light/Medium Warm 0.1 oz.**L'Oreal Paris**$9.75**4.6★5,537 rev](https://www.amazon.com/dp/B00AUFS9FS) [3**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**$8.94**4.1★550 rev](https://www.amazon.com/dp/B0BLGZXJSH) [4**LOreal Paris True Match Super-blendable Concealer Fair/Light Neutral 0.17 Fl Oz.**L'Oreal Paris**$5.95**4.2★3,469 rev](https://www.amazon.com/dp/B004BCT7A2) [5**LOreal Paris True Match Super Blendable Crayon Concealer Fair/Light Neutral 0.1 oz.**L'Oreal Paris**$10.41**4.6★5,537 rev](https://www.amazon.com/dp/B00AUFS8I6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Eyebrow Lift Highlighting & Contour Pencil Set - 3 Eye Makeup Pencils Fill & Define Eyebrows For Women**UOCK**$5.88**119 rev1y ago](https://www.amazon.com/dp/B0DJ1HGGT5) [**NYX PROFESSIONAL MAKEUP Pro Fix Stick Correcting Concealer Buildable Medium Coverage Concealer Stick - Fair**NYX PROFESSIONAL MAKEUP**$8.95**6,891 rev2y ago](https://www.amazon.com/dp/B0CLMD7M4K) [**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**$13.40**1,924 rev2y ago](https://www.amazon.com/dp/B0CKXYMVM4) [**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**$13.34**1,924 rev2y ago](https://www.amazon.com/dp/B0CKXYP35Q) [**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**$13.38**1,924 rev2y ago](https://www.amazon.com/dp/B0CKXYLKH7)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**LOreal Paris True Match Super Blendable Crayon Concealer Fair/Light Neutral 0.1 oz.**L'Oreal Paris**$10.41**4.6★**▲ 101%**](https://www.amazon.com/dp/B00AUFS8I6) [**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**$13.34**4.5★**▲ 99%**](https://www.amazon.com/dp/B0CKXYP35Q) [**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**$12.21**4.3★**▲ 66%**](https://www.amazon.com/dp/B003203ACA) [**NYX PROFESSIONAL MAKEUP Pro Fix Stick Correcting Concealer Buildable Medium Coverage Concealer Stick - Fair**NYX PROFESSIONAL MAKEUP**$8.95**4.3★**▲ 53%**](https://www.amazon.com/dp/B0CLMD7M4K) [**essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (03 Silky Nude)**Essence Cosmetics**$4.81**4.3★**▲ 52%**](https://www.amazon.com/dp/B0BQZ27V1C)
**~~View all trending →~~**
## **What buyers say about concealer pencil**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**13%
*“Very affordable for the quality”*
**Color**13%
*“Perfect color”*
**Value For Money**11%
*“Worth it”*
**Coverage**9%
*“Good coverage”*
**Soft Feel**8%
*“Nice and creamy”*
**Advertised Vs Actual Product**5%
*“True as advertised”*
**Suitability Combination Skin**3%
*“Great for mature skin”*
**Moist/Dry**3%
*“stayed hydrated looking all day EVEN UNDER laura mercier eye setting powder. though i think you could go without that - may test it out”*
**Ease Of Application**3%
*“Easy to apply”*
**Texture/Consistency-Overall**3%
*“has a nice texture”*
### **What buyers complain about **
**Thickness**8%
*“Thick”*
**Quality-Overall**7%
*“The quality felt cheap”*
**Color**7%
*“wrong colors I return it”*
**Functionality-Overall**6%
*“it didnt perform the way people claimed it would”*
**Ease Of Application**6%
*“It balls up when applying”*
**Ease Of Use**6%
*“Another thing that boggles my mind is I cannot figure out how to sharpen the pencil”*
**Allergies**4%
*“plus it gives me an allergic reaction in my eyes”*
**Durability**4%
*“melts very quickly”*
**Value For Money**3%
*“Not worth the money”*
**Coverage**3%
*“No coverage”*
### **Top return reasons **
**Color**42%
**Advertised Vs Actual Product**10%
**Product Condition**8%
**Functionality-Overall**6%
**Coverage**5%
**Eyeliner Quality**4%
**Weight Light**4%
**Texture/Consistency-Overall**3%
**Moist/Dry**3%
**Defective Material/Parts**2%
## **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.
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