white liquid eyeliner
Skip itPrices mostly outside the sweet spot ($3.75–$10.74) — this niche doesn't clear our bar today.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Conversion
Great11.3%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Brand share
Good72%top-5 brand share — brands hold most of the demand
Growth
Okay+13.9%90-day search growth — must beat 0% to launch
Competition
Okay69%top-5 click share — leaders hold, buyers still browse
Review moat
Bad9,612.29avg incumbent reviews — the moat a new listing must climb
Avg price
Bad$6.71avg listing price — sweet spot $15–$100
Market size
Bad$68K$68K/yr · 90K searches
Price range
Bad$3.75–$10.74cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, white liquid eyeliner is a $68K/yr Amazon United States market (90K searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 48/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
white liquid eyeliner market data
- Units sold / yr
- 10K–13K
- avg 250–500/product
- Revenue / yr
- $67K–$84K
- units × avg price
- Conversion rate
- 11.3%
- Avg BSR
- #279
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 65%
- Out of stock
- 6.7%
- Avg brand age
- 66 months
- Avg seller age
- 141 days
Competition & brand share
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
74
Top-5 brand share
72%
Top 20: 100%
Top-5 click share
69%
Top 20: 100%
Open market
21%
- Essence Cosmetics21%
- MAYBELLINE20%
- docolor12%
- e.l.f.11%
- Milani7%
- NYX PROFESSIONAL MAKEUP7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +13.9% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 3.7×
Top white liquid eyeliner search terms
- white liquid eyeliner51K/yr
- white eyeliner liquid27K/yr
- liquid white eyeliner6K/yr
- liquid eyeliner white3K/yr
- white liquid liner3K/yr
Top white 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.
All 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
essence | Lash Princess Liner White | Smudge Proof Matte Eyeliner with Ultra-Fine Brush Tip | Vegan & Cruelty Free
Essence Cosmetics$4.814.2★94 rev
MAYBELLINE Tattoo Studio Dip-Ink Liquid Eyeliner Waterproof Eyeliner With Up to 24 Hour Wear White Canvas 1 Count
MAYBELLINE$6.674.3★1,129 rev
docolor Waterproof Eyeliner Pen Longwearing with Ultra-Fine Tip Liquid Eye Liner (White)
docolor$6.134.2★8,031 rev
e.l.f. H2O Proof Inkwell Eyeliner Pen High-pigment Waterproof Liquid Eyeliner Delivers A Matte Finish Vegan & Cruelty-free White Out
e.l.f.$7.174.2★1,873 rev
Milani The Tank Liquid Eyeliner - No-Skip Liquid Eyeliner Pen Waterproof Formula Makeup Pen Long Lasting & Smudgeproof - 130 White
Milani$10.744.3★838 rev
Newest
by launch date
Melsintern Liquid Eyeliner Pen with Ultra Fine Felt Tip - Matte White Waterproof Smudge Proof & Quick Drying for Long Lasting Wear (01#)
Melsintern$9.0018 rev
FADLASH Waterproof Eyeliner Liquid White Ink Matte Eye Liner Smooth & Dry Quickly Eye Pen Smudge-Proof Long-Lasting Natural Look Not Prone Highly Pigmented Vegan (0.6 ml)
FADLASH$4.9557 rev
MAYBELLINE Tattoo Studio Dip-Ink Liquid Eyeliner Waterproof Eyeliner With Up to 24 Hour Wear White Canvas 1 Count
MAYBELLINE$6.671,129 rev
L.A. COLORS Mark & Line Felt Tip Eyeliner Snow White CLE829
L.A. COLORS$3.90125 rev
essence | Lash Princess Liner White | Smudge Proof Matte Eyeliner with Ultra-Fine Brush Tip | Vegan & Cruelty Free
Essence Cosmetics$4.8194 rev
Trending
90-day click momentumMelsintern Liquid Eyeliner Pen with Ultra Fine Felt Tip - Matte White Waterproof Smudge Proof & Quick Drying for Long Lasting Wear (01#)
Melsintern$9.003.5★
L.A. COLORS Mark & Line Felt Tip Eyeliner Snow White CLE829
L.A. COLORS$3.904.1★
FADLASH Waterproof Eyeliner Liquid White Ink Matte Eye Liner Smooth & Dry Quickly Eye Pen Smudge-Proof Long-Lasting Natural Look Not Prone Highly Pigmented Vegan (0.6 ml)
FADLASH$4.954.0★
ColourPop BFF Liquid Liner - Precision Felt Tip Liquid Eyeliner Pen - High-Pigment & Buildable Colored Eyeliner with a Transfer Resistant Formula - Graceland (0.02 oz)
ColourPop$9.604.5★
e.l.f. Liquid Eyeliner High-pigment Liquid Eyeliner With Extra-Fine Brush Tip Easy Glide Smudge-proof Formula Jet Black
e.l.f.$3.754.6★
What buyers say about white liquid eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“My favorite fine eye liner”
“Elf always has good quality products, easy to use, great coverage, get a perfect line every time, i didn't notice any eye irritation, you get a clean smoothness have to let dry for a second”
“Ease of use”
“Im very pleased with the application”
“Great color”
“Great Value”
“Stays on all day”
“I do not have problems with it smudging”
“Definitely waterproof”
“Dries quickly”
What buyers complain about
“it is absolutely not smudge proof or waterproof in the slightest”
“It is dry”
“I notice that the eyeliner has smudged”
“Bad quality”
“it does notttt last”
“I really dont like this eyeliner at all”
“leaky”
“Average pigmentation”
“Applicator is a bit stiff”
“I don't like this product because of the friction it has on my skin”
Top return reasons
Common questions
- Is white liquid eyeliner profitable to sell on Amazon United States?
- The niche generates $68K/yr across 17 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +13.9%. Flapen's verdict: Skip it (48/100).
- How competitive is the white liquid eyeliner niche?
- 12 brands and 74 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 72% of demand.
- What do buyers complain about in white liquid eyeliner?
- Top complaints mined from reviews: Water Resistance, Moist/Dry, Smudge Resistance. The return rate is 0.6%.
- When does demand for white liquid eyeliner peak?
- Demand peaks in Oct–Nov; the busiest month runs 3.7× the quietest.
- What does it cost to enter the white liquid eyeliner niche?
- Listings span $3.75–$10.74; the average listing price is $6.71 (sweet spot $15–$100). The average incumbent carries 9,612 reviews — the moat a new listing must climb.