tarte dab and go hair concealer
Worth a lookShows a sweet-spot price point ($21.66 avg), but brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list.
Avg price
Great$21.66avg listing price — sweet spot $15–$100
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Growth
Great+67.0%90-day search growth — must beat 0% to launch
Returns
Good2.1%return rate — above 5% kills the launch gate
Price range
Good$8.53–$31.98cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.0%search→purchase rate — share of searches ending in a sale
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Market size
Okay$151K$151K/yr · 233K searches
Review moat
Bad17,152.21avg incumbent reviews — the moat a new listing must climb
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, tarte dab and go hair concealer is a $151K/yr Amazon United States market (233K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Jun–Jul. Verdict: Worth a look — 51/100.
Data updated Jul 13, 2026 · scored weekly · How we score niches
tarte dab and go hair concealer market data
- Units sold / yr
- 10K–13K
- avg 750–1,000/product
- Revenue / yr
- $217K–$271K
- units × avg price
- Conversion rate
- 3.0%
- Avg BSR
- #64
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 4.7%
- Avg brand age
- 55 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
7 flat
Sellers
23
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
63%
Top 20: 100%
Open market
2%
- COLOR WOW51%
- Boldify14%
- Truhair12%
- The Face Shop12%
- LAURA GELLER NEW YORK7%
- Clairol3%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 96 weeks — +67.0% search growth over the last 90 days.Peak months: Jun, Jul · busiest ÷ quietest = 2.3×
Top tarte dab and go hair concealer search terms
- tarte dab and go hair concealer36K/yr
- wow root cover up48K/yr
- tarte hair concealer7K/yr
- wow color root cover up20K/yr
- tarte dab and go11K/yr
- color wow root cover up powder16K/yr
- truhair17K/yr
- tarte hair root touch up4K/yr
- wow root cover up powder6K/yr
- dab and go hair concealer3K/yr
Top tarte dab and go hair concealer 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 14 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
COLOR WOW Root Cover Up Medium Brown Instant Gray Coverage and Temporary Root Touch-Up Water-Resistant
COLOR WOW$31.444.2★21,861 rev
The Face Shop Quick Hair Puff - Natural Brown - Root Touch Up Hair Color Hairline Powder Conceals Hair Loss Hair Topper for Women & Men - Hair Fibers for Thinning Hair Root Cover Up Gray Concealer
The Face Shop$13.394.4★575 rev
LAURA GELLER NEW YORK Root Touch-Up for Hair & Brows Instant 100% Gray Root Coverage with Buildable Transfer-Resistant 2-in-1 Cream & Powder Formula for Thinning Hair & Sparse Brows - Medium Brown
LAURA GELLER NEW YORK$26.654.4★23 rev
BOLDIFY Hairline Powder - Water-Resistant Root Touch Up Hair Color for Gray Coverage - 24-Hour Stain-Proof Mess-Free Hair Powder for Thinning Hair - Light Brown
Boldify$17.074.3★42,009 rev
TRUHAIR Color & Conceal Waterproof Root Touch Up Hair Color Concealer - Hair Cover up for Gray Coverage and Hairline Filling - 11 Hair Colors Available (Dark Brown)
Truhair$27.243.6★354 rev
Newest
by launch dateLAURA GELLER NEW YORK Root Touch-Up for Hair & Brows Instant 100% Gray Root Coverage with Buildable Transfer-Resistant 2-in-1 Cream & Powder Formula for Thinning Hair & Sparse Brows - Medium Brown
LAURA GELLER NEW YORK$26.6523 rev
BOLDIFY Hairline Powder - Water-Resistant Root Touch Up Hair Color for Gray Coverage - 24-Hour Stain-Proof Mess-Free Hair Powder for Thinning Hair - Light Brown
Boldify$17.0742,009 rev
BOLDIFY Hairline Powder - Water-Resistant Root Touch Up Hair Color for Gray Coverage - 24-Hour Stain-Proof Mess-Free Hair Powder for Thinning Hair - Dark Brown
Boldify$16.3942,009 rev
BOLDIFY Hairline Powder - Water-Resistant Root Touch Up Hair Color for Gray Coverage - 24-Hour Stain-Proof Mess-Free Hair Powder for Thinning Hair - Medium Brown
Boldify$17.0242,009 rev
TRUHAIR Color & Conceal Waterproof Root Touch Up Hair Color Concealer - Hair Cover up for Gray Coverage and Hairline Filling - 11 Hair Colors Available (Dark Brown)
Truhair$27.24354 rev
Trending
90-day click momentumLAURA GELLER NEW YORK Root Touch-Up for Hair & Brows Instant 100% Gray Root Coverage with Buildable Transfer-Resistant 2-in-1 Cream & Powder Formula for Thinning Hair & Sparse Brows - Medium Brown
LAURA GELLER NEW YORK$26.654.4★
TRUHAIR Color & Conceal Waterproof Root Touch Up Hair Color Concealer - Hair Cover up for Gray Coverage and Hairline Filling - 11 Hair Colors Available (Dark Brown)
Truhair$27.243.6★
EVERPRO Gray Away Root Touchup Quick Stick Black/Dark Brown 0.1 Oz
EVERPRO$8.944.2★
The Face Shop Quick Hair Puff - Natural Brown - Root Touch Up Hair Color Hairline Powder Conceals Hair Loss Hair Topper for Women & Men - Hair Fibers for Thinning Hair Root Cover Up Gray Concealer
The Face Shop$13.394.4★
BOLDIFY Hairline Powder - Water-Resistant Root Touch Up Hair Color for Gray Coverage - 24-Hour Stain-Proof Mess-Free Hair Powder for Thinning Hair - Medium Brown
Boldify$17.024.3★
What buyers say about tarte dab and go hair concealer
What buyers praise and complain about, mined from review topics.What buyers love
“The powder was easy to use and coverage was great and natural”
“Good quality and you get a good amount even though the container is definitely small”
“Color match was perfect”
“Easy to put on”
“Easy to apply”
“This color is very natural to match my colored hair”
“It works well I use it a lot”
“Worth my money”
“Exactly as described”
“it lasts all day”
What buyers complain about
“Wrong color”
“It definitely does not cover well”
“not good results”
“Too expensive”
“Color did not match my hair”
“Small container”
“Broken Applicator less than a month”
“Does NOT last”
“Difficult to use”
“misrepresented”
Top return reasons
Common questions
- Is tarte dab and go hair concealer profitable to sell on Amazon United States?
- The niche generates $151K/yr across 14 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +67.0%. Flapen's verdict: Worth a look (51/100).
- How competitive is the tarte dab and go hair concealer niche?
- 7 brands and 23 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in tarte dab and go hair concealer?
- Top complaints mined from reviews: Color, Coverage, Functionality-Overall. The return rate is 2.1%.
- When does demand for tarte dab and go hair concealer peak?
- Demand peaks in Jun–Jul; the busiest month runs 2.3× the quietest.
- What does it cost to enter the tarte dab and go hair concealer niche?
- Listings span $8.53–$31.98; the average listing price is $21.66 (sweet spot $15–$100). The average incumbent carries 17,152 reviews — the moat a new listing must climb.