---
title: "White Liquid Eyeliner — $68K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/white-liquid-eyeliner"
last_updated: "2026-08-09T04:44:08.263Z"
locale: en
meta:
description: "Niche score 48/100 · $68K/yr market · 90K searches/yr · $6.71 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · $68K/yr market · 90K searches/yr · $6.71 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "White Liquid Eyeliner — $68K/yr Amazon US Niche (2026) - Flapen"
---
# **white liquid eyeliner**
**Skip it**
Prices mostly outside the sweet spot ($3.75–$10.74) — this niche doesn't clear our bar today.
Market size 17Growth 42Conversion 92Competition 27Returns 97Price range 0Avg price 19Brand share 55Review moat 22Quality gap 83
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.3%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****72%**
top-5 brand share — brands hold most of the demand
**Growth**
**Okay****+13.9%**
90-day search growth — must beat 0% to launch
**Competition**
**Okay****69%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****9,612.29**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****$6.71**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****$68K**
$68K/yr · 90K searches
**Price range**
**Bad****$3.75–$10.74**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=us&signal=low_review_barrier "Top brand's reviews < 500")
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 ~~](https://flapen.com/research/methodology)
## **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.
8K6KSpike '24Spike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov · busiest ÷ quietest = 3.7×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/white-liquid-eyeliner/trend)
## **Top white liquid eyeliner search terms**
- **white liquid eyeliner**51K/yr+18.8%10.3% conv. - **white eyeliner liquid**27K/yr+6.9%10.2% conv. - **liquid white eyeliner**6K/yr+5.1%10.3% conv. - **liquid eyeliner white**3K/yr+7.3%9.6% conv. - **white liquid liner**3K/yr+33.5%9.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/white-liquid-eyeliner/search-terms)
## **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.
0%10%$7K20%$14K30%$21K40%$27K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 17 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**essence | Lash Princess Liner White | Smudge Proof Matte Eyeliner with Ultra-Fine Brush Tip | Vegan & Cruelty Free**Essence Cosmetics**$4.81**4.2★94 rev](https://www.amazon.com/dp/B0D6NDTV6B) [2**MAYBELLINE Tattoo Studio Dip-Ink Liquid Eyeliner Waterproof Eyeliner With Up to 24 Hour Wear White Canvas 1 Count**MAYBELLINE**$6.67**4.3★1,129 rev](https://www.amazon.com/dp/B0DZJ8G1HG) [3**docolor Waterproof Eyeliner Pen Longwearing with Ultra-Fine Tip Liquid Eye Liner (White)**docolor**$6.13**4.2★8,031 rev](https://www.amazon.com/dp/B09NBN94WD) [4**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.**$7.17**4.2★1,873 rev](https://www.amazon.com/dp/B0CPFY2WW1) [5**Milani The Tank Liquid Eyeliner - No-Skip Liquid Eyeliner Pen Waterproof Formula Makeup Pen Long Lasting & Smudgeproof - 130 White**Milani**$10.74**4.3★838 rev](https://www.amazon.com/dp/B0CKK6RKBF)
**~~View all top sellers →~~**
### **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**$9.00**18 rev5mo ago](https://www.amazon.com/dp/B0GJFK9WV2) [**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**$4.95**57 rev5mo ago](https://www.amazon.com/dp/B0GJ92TYV5) [**MAYBELLINE Tattoo Studio Dip-Ink Liquid Eyeliner Waterproof Eyeliner With Up to 24 Hour Wear White Canvas 1 Count**MAYBELLINE**$6.67**1,129 rev1y ago](https://www.amazon.com/dp/B0DZJ8G1HG) [**L.A. COLORS Mark & Line Felt Tip Eyeliner Snow White CLE829**L.A. COLORS**$3.90**125 rev1y ago](https://www.amazon.com/dp/B0DSLSHB53) [**essence | Lash Princess Liner White | Smudge Proof Matte Eyeliner with Ultra-Fine Brush Tip | Vegan & Cruelty Free**Essence Cosmetics**$4.81**94 rev1y ago](https://www.amazon.com/dp/B0D6NDTV6B)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Melsintern Liquid Eyeliner Pen with Ultra Fine Felt Tip - Matte White Waterproof Smudge Proof & Quick Drying for Long Lasting Wear (01#)**Melsintern**$9.00**3.5★**▲ 383%**](https://www.amazon.com/dp/B0GJFK9WV2) [**L.A. COLORS Mark & Line Felt Tip Eyeliner Snow White CLE829**L.A. COLORS**$3.90**4.1★**▲ 380%**](https://www.amazon.com/dp/B0DSLSHB53) [**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**$4.95**4.0★**▲ 244%**](https://www.amazon.com/dp/B0GJ92TYV5) [**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**$9.60**4.5★**▲ 160%**](https://www.amazon.com/dp/B089QX9H7B) [**e.l.f. Liquid Eyeliner High-pigment Liquid Eyeliner With Extra-Fine Brush Tip Easy Glide Smudge-proof Formula Jet Black**e.l.f.**$3.75**4.6★**▲ 73%**](https://www.amazon.com/dp/B00WGDF8BU)
**~~View all trending →~~**
## **What buyers say about white liquid eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyeliner Quality**16%
*“My favorite fine eye liner”*
**Quality-Overall**8%
*“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**8%
*“Ease of use”*
**Ease Of Application**8%
*“Im very pleased with the application”*
**Color**7%
*“Great color”*
**Value For Money**7%
*“Great Value”*
**Durability**6%
*“Stays on all day”*
**Smudge Resistance**5%
*“I do not have problems with it smudging”*
**Water Resistance**5%
*“Definitely waterproof”*
**Moist/Dry**2%
*“Dries quickly”*
### **What buyers complain about **
**Water Resistance**11%
*“it is absolutely not smudge proof or waterproof in the slightest”*
**Moist/Dry**10%
*“It is dry”*
**Smudge Resistance**10%
*“I notice that the eyeliner has smudged”*
**Quality-Overall**7%
*“Bad quality”*
**Durability**6%
*“it does notttt last”*
**Eyeliner Quality**5%
*“I really dont like this eyeliner at all”*
**Leak-Proof**3%
*“leaky”*
**Color**3%
*“Average pigmentation”*
**Ease Of Application**2%
*“Applicator is a bit stiff”*
**Allergies**2%
*“I don't like this product because of the friction it has on my skin”*
### **Top return reasons **
**Eyeliner Quality**31%
**Moist/Dry**14%
**Water Resistance**8%
**Advertised Vs Actual Product**7%
**Color**7%
**Functionality-Overall**5%
**Value For Money**3%
**Quality-Overall**3%
**Leak-Proof**3%
**Defective Material/Parts**2%
## **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.
## **Related niches in Beauty & Personal Care**
- 75 [**bio oil lotion**](https://flapen.com/research/us/beauty-personal-care/bio-oil-lotion)$654K/yr+95.9%**Worth a look**- 75 [**glossier futuredew serum**](https://flapen.com/research/us/beauty-personal-care/glossier-futuredew-serum)$344K/yr+383.6%**Worth a look**- 75 [**press on toenails**](https://flapen.com/research/us/beauty-personal-care/press-on-toenails)$2.4M/yr+79.4%**Launch it**- 75 [**skulta deep peptide eye mask**](https://flapen.com/research/us/beauty-personal-care/skulta-deep-peptide-eye-mask)$58K/yr>1,000%**Worth a look**- 75 [**mineral sunscreen spray**](https://flapen.com/research/us/beauty-personal-care/mineral-sunscreen-spray)$3.8M/yr+183.8%**Launch it**- 76 [**collagen oil**](https://flapen.com/research/us/beauty-personal-care/collagen-oil)$344K/yr+116.2%**Worth a look**[**All Beauty & Personal Care niches **](https://flapen.com/research/us/beauty-personal-care)