---
title: "Eyebrow Pencil — $8.8M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/eyebrow-pencil"
last_updated: "2026-08-11T05:32:40.776Z"
locale: en
meta:
description: "Niche score 63/100 · $8.8M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 63/100 · $8.8M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Eyebrow Pencil — $8.8M/yr Amazon US Niche (2026) - Flapen"
---
# **eyebrow pencil**
**Worth a look**
Shows a $8.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 24Conversion 83Competition 89Returns 97Price range 35Avg price 24Brand share 46Review moat 12Quality gap 50
**Market size**
**Incredible****$8.8M**
$8.8M/yr · 11.0M searches
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Competition**
**Great****26%**
top-5 click share — an open shelf
**Conversion**
**Great****9.1%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****77%**
top-5 brand share — brands hold most of the demand
**Price range**
**Okay****$1.05–$22.53**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Bad****-2.5%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****$8.80**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****28,245.91**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, eyebrow pencil is a $8.8M/yr Amazon United States market (11.0M searches/yr). The top 5 brands hold 77% of demand. Verdict: Worth a look — 63/100.
Data updated Jul 14, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **eyebrow pencil market data**
- **Units sold / yr**
- **800K–1.0M**
- avg 10,000–12,500/product
- **Revenue / yr**
- **$7.0M–$8.8M**
- units × avg price
- **Conversion rate**
- **9.1%**
- **Avg BSR**
- **#35**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **86%**
- **Out of stock**
- **0.4%**
- **Avg brand age**
- **53 months**
- **Avg seller age**
- **133 days**
## **Competition & brand share**
Clicks spread well past the top 5 (26% combined) — an open shelf where new products get seen.
**Brands**
**17 **▼falling
**Sellers**
**203**
**Top-5 brand share**
**77%**
Top 20: 100%
**Top-5 click share**
**26%**
Top 20: 60%
**Open market**
**18%**
- e.l.f.30% - NYX PROFESSIONAL MAKEUP15% - MAYBELLINE14% - L'Oreal Paris9% - wet n wild9% - Espoce5% - Open — no brand owns it (11 brands, 18%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -2.5% search growth over the last 90 days.
300K200KSpike '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/eyebrow-pencil/trend)
## **Top eyebrow pencil search terms**
- **eyebrow pencils for women**3.6M/yr-6.9%6.9% conv. - **eyebrow pencil**1.2M/yr+6.6%6.6% conv. - **eyebrow pen**932K/yr-15.6%3.5% conv. - **brow pencil**743K/yr+4.6%5.8% conv. - **elf eyebrow pencil**705K/yr+12.4%16.2% conv. - **nyx eyebrow pencil**530K/yr+26.5%9.4% conv. - **eyebrow**602K/yr-1.5%2.2% conv. - **eye brow pencils for women**452K/yr-4.1%6.4% conv. - **maybelline eyebrow pencil**352K/yr+3.8%6.0% conv. - **brow pen**222K/yr-14.0%2.9% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/eyebrow-pencil/search-terms)
## **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.
0%2%$177K4%$354K6%$530K8%$707K1K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**NYX PROFESSIONAL MAKEUP Micro Brow Pencil Precise Eyebrow Pencil - Espresso**NYX PROFESSIONAL MAKEUP**$10.07**4.5★72,027 rev](https://www.amazon.com/dp/B00WZQTCS8) [2**e.l.f. Instant Lift Brow Pencil Dual-Ended Precision Brow Pencils For Shaping & Defining Eyebrows Vegan & Cruelty-Free Neutral Brown 2-Pack**e.l.f.**$5.77**4.6★4,449 rev](https://www.amazon.com/dp/B0B52KG7YP) [3**e.l.f. Instant Lift Brow Pencil Dual-Sided Precise Fine Tip Shapes Defines Fills Brows Contours Combs Tames Neutral Brown 0.006 Oz**e.l.f.**$3.79**4.6★70,522 rev](https://www.amazon.com/dp/B00WAJAKOU) [4**e.l.f. Instant Lift Brow Pencil Dual-Sided Precise Fine Tip Shapes Defines Fills Brows Contours Combs Tames Taupe 0.006 Oz**e.l.f.**$3.79**4.6★70,522 rev](https://www.amazon.com/dp/B00WAJAJ0K) [5**Maybelline Total Temptation Eyebrow Definer Pencil Medium Brown 1 Count**MAYBELLINE**$8.39**4.5★115,791 rev](https://www.amazon.com/dp/B074VGYK4X)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Espoce 2 Pack Eyebrow Pen Waterproof Microblading Eyebrow Pencil 4 Tip Precise Eye Brow Makeup Pen for Women to Effortlessly Create Hair Like Natural Brows Non Dry Out and Last All Day (Dark Brown)**Espoce**$8.50**6,353 rev1y ago](https://www.amazon.com/dp/B0DL9WN87D) [**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**$12.32**10,647 rev2y ago](https://www.amazon.com/dp/B0D12PWNK6) [**e.l.f. Instant Lift Brow Pencil Dual-Ended Precision Brow Pencils For Shaping & Defining Eyebrows Vegan & Cruelty-Free Neutral Brown 2-Pack**e.l.f.**$5.77**4,449 rev4y ago](https://www.amazon.com/dp/B0B52KG7YP) [**3Pcs Waterproof Eyebrow Pencil Dark Brown Premium Eye Brow Pencil Brn with Spoolie Brush Longwearing for Perfect Brows Professional Precision Defines Double-ended Eyebrow Pen for Women OCHEAL**O'CHEAL**$5.90**2,466 rev4y ago](https://www.amazon.com/dp/B09W2JQ1JC) [**LAURA GELLER NEW YORK Sculpt-n-Stay 2-in-1 Waterproof Eyebrow Pencil & Brow Gel Taupe Fills Sparse Brows Defines & Sets Smudge-Proof Long-Lasting Natural Finish**LAURA GELLER NEW YORK**$16.50**4,606 rev5y ago](https://www.amazon.com/dp/B08TMDTSM2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**LOreal Paris Makeup Brow Stylist Definer Waterproof Eyebrow Pencil Ultra-Fine Mechanical Pencil Draws Tiny Brow Hairs and Fills in Sparse Areas and Gaps Dark Brunette 0.11 Ounce (Pack of 2)**L'Oreal Paris**$17.29**4.5★**▲ 49%**](https://www.amazon.com/dp/B06WLN6CR5) [**Maybelline Express Brow Ultra Slim Eyebrow Makeup Brow Pencil with Precision Tip and Spoolie for Defined Eyebrows Deep Brown 1 Count**MAYBELLINE**$7.41**4.6★**▲ 47%**](https://www.amazon.com/dp/B07PFKXH5H) [**wet n wild Ultimate Eyebrow Retractable Definer Pencil Dark Brown Dual-Sided Fine Tip Shapes Defines Fills Brows Makeup**wet n wild**$4.64**4.4★**▲ 37%**](https://www.amazon.com/dp/B0797NNXS7) [**e.l.f. Instant Lift Brow Pencil Dual-Ended Precision Brow Pencils For Shaping & Defining Eyebrows Vegan & Cruelty-Free Neutral Brown 2-Pack**e.l.f.**$5.77**4.6★**▲ 32%**](https://www.amazon.com/dp/B0B52KG7YP) [**LOreal Paris Makeup Brow Stylist Definer Waterproof Eyebrow Pencil Ultra-Fine Mechanical Pencil Draws Tiny Brow Hairs and Fills in Sparse Areas and Gaps Brunette 0.003 Ounce (1 Count)**L'Oreal Paris**$7.76**4.5★**▲ 30%**](https://www.amazon.com/dp/B01643FGDW)
**~~View all trending →~~**
## **What buyers say about eyebrow pencil**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**19%
*“Color is accurate”*
**Quality-Overall**13%
*“Good Product & Affordable”*
**Ease Of Use**13%
*“Goes on easy”*
**Value For Money**10%
*“Great deal”*
**Durability**7%
*“It stays on all day”*
**Ease Of Application**6%
*“Application is easy”*
**Smudge Resistance**3%
*“Doesnt smudge”*
**Soft Feel**3%
*“Smooth look”*
**Advertised Vs Actual Product**2%
*“As described”*
**Water Resistance**2%
*“water proof”*
### **What buyers complain about **
**Color**17%
*“Color was off”*
**Durability**12%
*“Didnt last”*
**Moist/Dry**9%
*“Too dry”*
**Functionality-Overall**5%
*“Doesn't work”*
**Value For Money**5%
*“Overpriced”*
**Quality-Overall**5%
*“Not consistent quality”*
**Ease Of Use**3%
*“Very difficult to remove”*
**Advertised Vs Actual Product**3%
*“Fake Advertisement”*
**Ease Of Application**3%
*“Uneven application”*
**Water Resistance**3%
*“Its NOT water proof”*
### **Top return reasons **
**Color**55%
**Advertised Vs Actual Product**9%
**Functionality-Overall**6%
**Moist/Dry**5%
**Defective Material/Parts**3%
**Eyeliner Quality**2%
**Product Condition**2%
**Value For Money**2%
**Durability**1%
**Adhesion/Stickiness**1%
## **Common questions**
- **Is eyebrow pencil profitable to sell on Amazon United States?**
- The niche generates $8.8M/yr across 76 tracked products. 5 of 6 products launched in the last 360 days are still selling. 90-day search growth is -2.5%. Flapen's verdict: Worth a look (63/100).
- **How competitive is the eyebrow pencil niche?**
- 17 brands and 203 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 77% of demand.
- **What do buyers complain about in eyebrow pencil?**
- Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 0.6%.
- **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 $1.05–$22.53; the average listing price is $8.80 (sweet spot $15–$100). The average incumbent carries 28,246 reviews — the moat a new listing must climb.
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