Born This Way Concealer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Born This Way Concealer sales on Amazon US totaled 144,700 units in July 2026 (▼ 33.9% vs. the prior month), generating an estimated $1,874,000 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 73.9% of unit volume and 68.7% of revenue, while a typical listing is priced at $13.90. The keyword itself pulled 20,449 Amazon queries over the same period (▲ 29.8% MoM).
Zooming out to the 12-month window ending July 2026, the born this way concealer Top 50 moved 2,018,450 units and $26,129,512 in cumulative sales — an average of 168,204 units and $2,177,459 per month. Monthly throughput topped out at 252,500 units in November 2025 and dipped to 104,100 in May 2026, leaving the latest reading 0.8% higher than August 2025.
Born This Way Concealer Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
144.7K
▼ 33.9% MoM
Monthly Revenue 2026/07
$1.9M
▼ 46.4% MoM
Top 10 Market Share 2026/07
73.9%
Born This Way Concealer Market Share & Sales Concentration on Amazon US — July 2026
The most-sold born this way concealer listing on Amazon US in July 2026 is ASIN B09XMYFTB7 (Brand: e.l.f.), which sold 30,000 units at $10.00 apiece — equal to 20.7% of every unit tracked in this report and 3.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 107,000 units and $1,287,650 in July 2026 — 73.9% of unit volume and 68.7% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Born This Way Concealer' on Amazon
July 2026
Is 73.9% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B09XMYFTB7
e.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer, 0.811 Fl Oz | Grips Makeup for Long-Lasting Wear & Face Prep, Smooth Base Finish, Lightweight & Moisturizing Formula, Vegan & Cruelty-Free
30K
▼ 25.0%vs. prior month
$300K
latest month
12-month trend
B004Y9GTOO
Maybelline Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
10K
▼ 50.0%vs. prior month
$99.6K
latest month
12-month trend
B00LNC3JD4
tarte colored clay cc undereye corrector – Full-Coverage Concealer with Vegan Squalane & Caffeine for Dark Circles & Discoloration, Smooths, Cruelty-Free, full size, light-medium peach
10K
▼ 66.7%vs. prior month
$318.1K
latest month
12-month trend
B01F36JBDM
BEAKEY Makeup Brushes set with 2 Blending Sponges,10 Brush Face and Eye Set | Beginner-friendly face and eye tools with soft synthetic fibers for light,buildable coverage from foundation to eyeshadow
10K
▲ 0.0%vs. prior month
$77.9K
latest month
12-month trend
B01JINOV5E
Real Techniques Miracle Complexion Sponge, 4 Pack, Makeup Blending Sponges | Makeup sponges for foundation, 3-point design, foundation applicator, latex-free beauty sponge
10K
▼ 50.0%vs. prior month
$137.9K
latest month
12-month trend
B0BT1D5J52
TIRTIR Mask Fit Make-up Fixer | 24H Transfer-Resistant Lightweight Non-Greasy Makeup Setting Spray 2.7 Fl Oz
10K
▲ 0.0%vs. prior month
$136.6K
latest month
12-month trend
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Best Born This Way Concealer Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing born this way concealer brand in July 2026, moving 42,000 units across 3 ASINs for 39.3% of Top 10 volume. MAYBELLINE follows with 10,000 units (9.3%), ahead of tarte on 10,000 units (9.3%).
Volume is spread across 8 brands, with the top three holding 57.9% 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 $7.33 to $27.20, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
e.l.f.
3 ASINs in Top 10
39.3%
Units
42K
Revenue
$366K
Avg. price
$7.33
B09XMYFTB7
$10.00·★4.6·43.2K revse.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer, 0.811 Fl Oz | Grips Makeup for Long-Lasting Wear & Face Prep, Smooth Base Finish, Lightweight & Moisturizing Formula, Vegan & Cruelty-Free
Units sold30KB07ZR14WBZ
$7.99·★4.5·64K revse.l.f. Hydrating Camo Concealer, Covers Blemishes & Under-Eye Circles, Full-Coverage & Delivers A Satin Finish, Vegan & Cruelty-Free, Light Sand
Units sold6KB0BSP3FS7W
$4.00·★4.3·5.6K revse.l.f. Camo Color Corrector for Dark Circles, Hydrating Under-Eye Brightening Concealer, Neutralizes Discoloration, Infused with Hyaluronic Acid, Orange
Units sold6K
MAYBELLINE
1 ASIN in Top 10
9.3%
Units
10K
Revenue
$99.6K
Avg. price
$9.98
B004Y9GTOO
$9.98·★4.4·246.2K revsMaybelline Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
Units sold10K
tarte
1 ASIN in Top 10
9.3%
Units
10K
Revenue
$318.1K
Avg. price
$27.20
B00LNC3JD4
$27.20·★4.2·2.3K revstarte colored clay cc undereye corrector – Full-Coverage Concealer with Vegan Squalane & Caffeine for Dark Circles & Discoloration, Smooths, Cruelty-Free, full size, light-medium peach
Units sold10K
Trending Born This Way Concealer Products — Growth Leaders & New Top 10 Entrants
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. Specifically, 2 ASINs forced its way in: B07ZR14WBZ booked 6K units at $7.99, with ▲ 20.0% MoM change. On the growth side, B0CKY4ZRJV leads positive momentum with ▲ 300.0% MoM growth on 400 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.
B07ZR14WBZ
e.l.f. Hydrating Camo Concealer, Covers Blemishes & Under-Eye Circles, Full-Coverage & Delivers A Satin Finish, Vegan & Cruelty-Free, Light Sand
Price
$7.99
Rating
4.5
Reviews
64K
Latest month sales
B09TMPW3KF
LAURA GELLER Ideal Fix Eye Concealer for Mature Skin – Light
Price
$28.00
Rating
4.3
Reviews
1.7K
Latest month sales
B0CKY4ZRJV
MCoBeauty Brighten & Perfect Cream Concealer - 2 Light Fair | Buildable Coverage, Under Eye Brightening, Hydrating Vitamin E Hyaluronic Acid & Aloe, Crease Resistant Wear
Unlock to view ASIN details and product titles
Price
$11.99
Rating
4.4
Reviews
240
Latest month sales
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