Back To Listing

The great cover up: Australia’s most popular concealers

Source: Roy Morgan Single Source (Australia), July 2013 – June 2014 (n=938).

Lipstick and mascara may be more glamorous, eye shadow may be more colourful, but concealer is one of the basics in a woman’s cosmetics arsenal — and in the year to June 2014, 11.1% of Australian women bought concealer in an average six-month period. So who’s using what to hide their dark circles?

Maybelline was the most popular brand for the second consecutive year, purchased by 12.8% of women who bought concealer. Avon (10.2%) came in second, followed by Revlon (7.9%) and Australian newcomer Nude by Nature (5.8%).

Australia’s 10 best-selling concealers


Source: Roy Morgan Single Source (Australia), July 2013 – June 2014 (n=938).

Maybelline concealer’s popularity is driven largely by under-18s and young women aged between 18 and 24, dropping off quite sharply among those aged 25 and above. One in four girls under 18 who bought concealer chose Maybelline, while 23% of concealer-buyers aged 18-24 did the same.

Avon, on the other hand, was especially popular with the more mature market, and was purchased by 15% of women 65+ who bought concealer in an average six months. Revlon’s key customers were women aged 35-49, while Nude by Nature’s concealer was a hit with 18-24 year-olds in particular.

Angela Smith, Group Account Director, Roy Morgan Research, says:

“Don’t get enough sleep? Concealer will hide those tell-tale dark circles under your eyes. Is your skin paying the price for one chocolate too many? Concealer to the rescue! More than one in ten Australian women buy this versatile cosmetic product in an average six months, with brand preferences varying depending on a woman’s age.

“With its trendy New York fashion vibe and affordable prices, Maybelline appeals to younger concealer buyers, as does Australian mineral make-up brand Nude by Nature. Established in 2008, Nude by Nature is also inexpensive and differentiates itself from its rivals by using natural, non-toxic ingredients.

“Avon’s popularity with an older demographic suggests that its customers having been buying Avon since the 1960s and 70s, when the door-to-door ‘Avon lady’ was at her peak.

“It is crucial for cosmetics brands to know which age groups are most likely to buy their concealers, and ensure that their marketing resonates with the right women.”

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%