Elf Concealer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Elf Concealer sales on Amazon US totaled 322,000 units in July 2026 (▼ 5.3% vs. the prior month), generating an estimated $2,976,940 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 46.6% of unit volume and 53.5% of revenue, while a typical listing is priced at $9.29. The keyword itself pulled 125,572 Amazon queries over the same period (▲ 18.8% MoM).
Zooming out to the 12-month window ending July 2026, the elf concealer Top 50 moved 3,639,100 units and $35,863,516 in cumulative sales — an average of 303,258 units and $2,988,626 per month. Monthly throughput topped out at 358,000 units in November 2025 and dipped to 171,300 in May 2026, leaving the latest reading 10.3% higher than August 2025.
Elf 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
322K
▼ 5.3% MoM
Monthly Revenue 2026/07
$3M
▼ 19.7% MoM
Top 10 Market Share 2026/07
46.6%
Elf Concealer Market Share & Sales Concentration on Amazon US — July 2026
The most-sold elf 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 9.3% of every unit tracked in this report.
The Top 10 ASINs account for 150,000 units and $1,592,900 in July 2026 — 46.6% of unit volume and 53.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Elf Concealer' on Amazon
July 2026
Is 46.6% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B09XMYFTB7
e.l.f. Power Grip Primer, Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup, Moisturizing & Priming, Vegan & Cruelty-Free, 0.811 Fl Oz
30K
▼ 25.0%vs. prior month
$300K
latest month
12-month trend
B0DM4D187H
Palladio Under Eye Brightener, Conceal, Brightens, Reduces Appearance of Dark Circles, With Caffeine Peptides & Vitamin E, Tired Skin Color Correcting Brightener & Primer, Light to Medium (Soft Pink)
30K
▲ 200.0%vs. prior month
$367.5K
latest month
12-month trend
B0CXQR14J3
e.l.f. Power Grip Dewy Setting Spray
20K
▲ 0.0%vs. prior month
$199.6K
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
B01D1DRF9Q
e.l.f. Perfect Finish HD Powder, Blurs Fine Lines & Imperfections, All Day Wear, Perfect for On The Go, 0.28 Oz
10K
▲ 0.0%vs. prior month
$60K
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
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Best Elf Concealer Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing elf concealer brand in July 2026, moving 90,000 units across 6 ASINs for 60.0% of Top 10 volume. Palladio follows with 30,000 units (20.0%), ahead of tarte on 10,000 units (6.7%).
With 5 brands splitting the Top 10 and 86.7% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $7.67 to $32.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
e.l.f.
6 ASINs in Top 10
60.0%
Units
90K
Revenue
$759.5K
Avg. price
$7.67
B09XMYFTB7
$10.00·★4.6·42.9K revse.l.f. Power Grip Primer, Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup, Moisturizing & Priming, Vegan & Cruelty-Free, 0.811 Fl Oz
Units sold30KB0CXQR14J3
$10.00·★4.6·10.1K revse.l.f. Power Grip Dewy Setting Spray
Units sold20KB01D1DRF9Q
$6.00·★4.5·14.7K revse.l.f. Perfect Finish HD Powder, Blurs Fine Lines & Imperfections, All Day Wear, Perfect for On The Go, 0.28 Oz
Units sold10KB0B42ZB835
$6.00·★4.5·14.3K revse.l.f. Brow Lift, Clear Eyebrow Shaping Wax For Holding Brows In Place, Creates A Fluffy Feathered Look, Vegan & Cruelty-Free, Clear
Units sold10KB0BQQS5GBQ
$10.00·★4.6·14.8K revse.l.f. Power Grip Primer + 4% Niacinamide, Gel-Based & Hydrating Face Primer, Helps Visibly Even Skin & Brighten, Grips Makeup, Vegan & Cruelty-Free, 0.811 Fl Oz
Units sold10KB0BSP38HYN
$4.00·★4.1·6.1K revse.l.f. Camo Color Corrector for Dark Circles, Hydrating Under-Eye Brightening Concealer, Neutralizes Discoloration, Infused with Hyaluronic Acid, Peach
Units sold10K
Palladio
1 ASIN in Top 10
20.0%
Units
30K
Revenue
$367.5K
Avg. price
$12.59
B0DM4D187H
$12.59·★4.2·6.8K revsPalladio Under Eye Brightener, Conceal, Brightens, Reduces Appearance of Dark Circles, With Caffeine Peptides & Vitamin E, Tired Skin Color Correcting Brightener & Primer, Light to Medium (Soft Pink)
Units sold30K
tarte
1 ASIN in Top 10
6.7%
Units
10K
Revenue
$318.1K
Avg. price
$32.00
B00LNC3JD4
$32.00·★4.2·2.2K 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 Elf 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. On the growth side, B0DM4D187H leads positive momentum with ▲ 200.0% MoM growth on 30K units, with B0GVGCC3CQ close behind at ▲ 200.0% MoM on 3K 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.
B0DM4D187H
Palladio Under Eye Brightener, Conceal, Brightens, Reduces Appearance of Dark Circles, With Caffeine Peptides & Vitamin E, Tired Skin Color Correcting Brightener & Primer, Light to Medium (Soft Pink)
Price
$12.59
Rating
4.2
Reviews
6.8K
Latest month sales
B0GVGCC3CQ
e.l.f. SKIN Glass Slick Serum Stick | Balm Face Serum, Helps Visibly Plump & Smooth Complexion with Nourishing Peptides, Vegan & Cruelty-Free
Price
$11.97
Rating
4.3
Reviews
144
Latest month sales
B0814SLHQH
Neutrogena Healthy Skin Cream Concealer Bisque Light/Medium 02, 0.24 fl. oz | Blurs and Conceals Dark Circles, Imperfections, Acne, Blemishes, Under-Eye Brightener
Unlock to view ASIN details and product titles
Price
$8.47
Rating
4.5
Reviews
1.4K
Latest month sales
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