---
title: "Matte Liquid Eyeliner — $585K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/matte-liquid-eyeliner"
last_updated: "2026-08-11T13:08:35.024Z"
locale: en
meta:
description: "Niche score 63/100 · $585K/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 · $585K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Matte Liquid Eyeliner — $585K/yr Amazon US Niche (2026) - Flapen"
---
# **matte liquid eyeliner**
**Worth a look**
Shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 63Growth 34Conversion 75Competition 61Returns 97Price range 55Avg price 48Brand share 81Review moat 19Quality gap 81
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****54%**
top-5 brand share — no brand owns this niche
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Great****7.1%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****$585K**
$585K/yr · 701K searches
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****$1.99–$30.82**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$11.73**
avg listing price — sweet spot $15–$100
**Growth**
**Okay****+7.6%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****14,545.68**
avg incumbent reviews — the moat a new listing must climb
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
According to Flapen's Amazon United States niche tracking, matte liquid eyeliner is a $585K/yr Amazon United States market (701K searches/yr). The top 5 brands hold 54% of demand. Demand peaks in Jun–Jul–Sep. Verdict: Worth a look — 63/100.
Data updated Jul 14, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **matte liquid eyeliner market data**
- **Units sold / yr**
- **50K–60K**
- avg 1,500–2,000/product
- **Revenue / yr**
- **$587K–$704K**
- units × avg price
- **Conversion rate**
- **7.1%**
- **Avg BSR**
- **#52**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **77%**
- **Out of stock**
- **1.9%**
- **Avg brand age**
- **67 months**
- **Avg seller age**
- **140 days**
## **Competition & brand share**
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**23 **▲rising
**Sellers**
**105**
**Top-5 brand share**
**54%**
Top 20: 97%
**Top-5 click share**
**49%**
Top 20: 88%
**Open market**
**40%**
- L'Oreal Paris16% - Palladio12% - e.l.f.10% - Almay9% - NYX PROFESSIONAL MAKEUP7% - PERSONA6%
## **Demand & seasonality**
Weekly Amazon search volume, last 102 weeks — +7.6% search growth over the last 90 days.
30K20KSpike '24Black Friday '24Holiday '24Spike '25Prime Day '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jun, Jul, Sep · busiest ÷ quietest = 2.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/matte-liquid-eyeliner/trend)
## **Top matte liquid eyeliner search terms**
- **plum eyeliner**380K/yr+26.6%5.8% conv. - **plum eyeliner for green eyes**60K/yr+19.6%7.5% conv. - **mulberry eyeliner**39K/yr-50.2%6.5% conv. - **eggplant eyeliner**17K/yr+37.5%4.2% conv. - **mulberry eyeliner for older women**22K/yr-39.4%8.5% conv. - **plum waterproof eyeliner**17K/yr+80.0%5.3% conv. - **mauve eyeliner**14K/yr-13.2%4.7% conv. - **plum eyeliner for blue eyes**33K/yr+4.5%8.4% conv. - **eyeliner for green eyes**10K/yr-2.2%4.1% conv. - **aubergine eyeliner**11K/yr-16.5%5.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/matte-liquid-eyeliner/search-terms)
## **Top matte liquid 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%4%$23K8%$47K12%$70K16%$94K101001K10K100K1.0M 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**LOreal Paris Makeup Infallible Pro-Last Pencil Eyeliner Waterproof and Smudge-Resistant Glides on Easily to Create any Look Aubergine 0.042 oz.**L'Oreal Paris**$9.54**4.3★15,169 rev](https://www.amazon.com/dp/B07H5TCKNP) [2**e.l.f. Smoky Kohl Eyeliner Eye Pencil For Creating Long-Lasting Bold High-Pigmented Makeup Looks Vegan & Cruelty-Free Plum & Go**e.l.f.**$3.81**4.4★3,865 rev](https://www.amazon.com/dp/B0F2X4JXP7) [3**Palladio Retractable Waterproof Eyeliner Richly Pigmented Color and Creamy Slip Twist Up Pencil Eye Liner Smudge Proof Long Lasting Application All Day Wear No Sharpener Required Exotic Plum**Palladio**$9.57**4.3★9,974 rev](https://www.amazon.com/dp/B003TJG65M) [4**PERSONA 24HR Plum Waterproof Eyeliner Pencil | Creamy Smudgeable Pencil for Lash Line & Waterline | All-Day to All-Night Wear | Vegan Cruelty-Free Paraben-Free | Made in USA**PERSONA**$16.99**3.9★527 rev](https://www.amazon.com/dp/B0FPRNZ3H2) [5**essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (05 Verry Berry)**Essence Cosmetics**$4.73**4.3★5,082 rev](https://www.amazon.com/dp/B0BQZ3VBKB)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Wiyakwnry Plum Brown Creamy Glide-On Eyeliner Pencil for Mature Eyes No Tugging or Pulling for Soft & Natural Look Waterproof Smudge-Proof Long-Lasting with Sharpener**Wiyakwnry**$9.16**81 rev3mo ago](https://www.amazon.com/dp/B0GTZG3VSP) [**Brenqe Plum Gel Eyeliner Pencil Smudge-proof Waterproof Long Lasting Plum Eye Liner High-Pigmented Smooth Creamy Formula for Mature Women Eyes Makeup Pen Includes Sharpener**Brenqe**$8.88**100 rev6mo ago](https://www.amazon.com/dp/B0G81T1XX5) [**Okerker Plum Gel Eyeliner Pencil Waterproof Smudge-proof Long Lasting Plum Eye Liner High-Pigmented Smooth Creamy Formula for Mature Women Eyes Makeup Pen with Sharpener**Okerker**$8.62**195 rev8mo ago](https://www.amazon.com/dp/B0FYWT5BRJ) [**PERSONA 24HR Plum Waterproof Eyeliner Pencil | Creamy Smudgeable Pencil for Lash Line & Waterline | All-Day to All-Night Wear | Vegan Cruelty-Free Paraben-Free | Made in USA**PERSONA**$16.99**527 rev9mo ago](https://www.amazon.com/dp/B0FPRNZ3H2) [**PRIME PROMETICS PrimeEyes Glide Eyeliner for Mature Women Waterproof Long-Stay and Mess-Proof Gel Creme Texture Discreet Sharpener and Effective Smudger (Mulberry)**PRIME PROMETICS**$27.43**12,210 rev1y ago](https://www.amazon.com/dp/B0FGDF7FG1)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Wiyakwnry Plum Brown Creamy Glide-On Eyeliner Pencil for Mature Eyes No Tugging or Pulling for Soft & Natural Look Waterproof Smudge-Proof Long-Lasting with Sharpener**Wiyakwnry**$9.16**4.0★**▲ 547%**](https://www.amazon.com/dp/B0GTZG3VSP) [**PERSONA 24HR Plum Waterproof Eyeliner Pencil | Creamy Smudgeable Pencil for Lash Line & Waterline | All-Day to All-Night Wear | Vegan Cruelty-Free Paraben-Free | Made in USA**PERSONA**$16.99**3.9★**▲ 289%**](https://www.amazon.com/dp/B0FPRNZ3H2) [**Brenqe Plum Gel Eyeliner Pencil Smudge-proof Waterproof Long Lasting Plum Eye Liner High-Pigmented Smooth Creamy Formula for Mature Women Eyes Makeup Pen Includes Sharpener**Brenqe**$8.88**3.8★**▲ 209%**](https://www.amazon.com/dp/B0G81T1XX5) [**ColourPop Crme Gel Waterproof Eyeliner - 18HR Wear Ultra-Pigmented Eyeliner Pencil with Matte & Metallic Finishes - Smudge-Proof Vegan & Cruelty-Free - Joy Ride (0.01 oz)**ColourPop**$7.82**4.4★**▲ 200%**](https://www.amazon.com/dp/B0DV97CQ9S) [**Okerker Plum Gel Eyeliner Pencil Waterproof Smudge-proof Long Lasting Plum Eye Liner High-Pigmented Smooth Creamy Formula for Mature Women Eyes Makeup Pen with Sharpener**Okerker**$8.62**3.9★**▲ 174%**](https://www.amazon.com/dp/B0FYWT5BRJ)
**~~View all trending →~~**
## **What buyers say about matte liquid eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**27%
*“Accurate color”*
**Eyeliner Quality**10%
*“The liner goes on smoothly and easily”*
**Quality-Overall**9%
*“The quality is solid”*
**Soft Feel**7%
*“Glides on smooth”*
**Ease Of Application**6%
*“Easy to apply”*
**Smudge Resistance**5%
*“No smudging”*
**Ease Of Use**5%
*“EASY TO USE”*
**Durability**4%
*“It stays on all day”*
**Value For Money**3%
*“Good price”*
**Advertised Vs Actual Product**3%
*“As advertised”*
### **What buyers complain about **
**Durability**13%
*“Did not last”*
**Color**12%
*“Not happy with the color”*
**Value For Money**9%
*“Not worth the price”*
**Eyeliner Quality**7%
*“Disappointing eyeliner”*
**Ease Of Application**4%
*“Terrible applicator”*
**Moist/Dry**4%
*“Its super dry”*
**Functionality-Overall**4%
*“Nonfunctional”*
**Smudge Resistance**4%
*“Its not really smudge resistant”*
**Quality-Overall**4%
*“Gross, no quality control”*
**Advertised Vs Actual Product**4%
*“Not as described”*
### **Top return reasons **
**Eyeliner Quality**34%
**Color**33%
**Advertised Vs Actual Product**7%
**Functionality-Overall**4%
**Moist/Dry**3%
**Durability**3%
**Defective Material/Parts**3%
**Water Resistance**2%
**Ease Of Application**2%
**Quality-Overall**2%
## **Common questions**
- **Is matte liquid eyeliner profitable to sell on Amazon United States?**
- The niche generates $585K/yr across 31 tracked products. 2 of 7 products launched in the last 360 days are still selling. 90-day search growth is +7.6%. Flapen's verdict: Worth a look (63/100).
- **How competitive is the matte liquid eyeliner niche?**
- 23 brands and 105 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 54% of demand.
- **What do buyers complain about in matte liquid eyeliner?**
- Top complaints mined from reviews: Durability, Color, Value For Money. The return rate is 0.7%.
- **When does demand for matte liquid eyeliner peak?**
- Demand peaks in Jun–Jul–Sep; the busiest month runs 2.5× the quietest.
- **What does it cost to enter the matte liquid eyeliner niche?**
- Listings span $1.99–$30.82; the average listing price is $11.73 (sweet spot $15–$100). The average incumbent carries 14,546 reviews — the moat a new listing must climb.
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