Almay Foundation Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

LAURA GELLER NEW YORK is the best-performing almay foundation brand in July 2026, moving 22,000 units across 3 ASINs for 23.4% of Top 10 volume. PRIME PROMETICS follows with 20,000 units (21.3%), ahead of Smooche on 10,000 units (10.6%).

Volume is spread across 8 brands, with the top three holding 55.3% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $34.83 to $44.00, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. On the growth side, B0BHL4CT7Z leads positive momentum with ▲ 233.3% MoM growth on 2K units, with B0G43MVP9J close behind at ▲ 133.3% MoM on 700 units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.