Elf Eyeliner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

e.l.f. is the best-performing elf eyeliner brand in July 2026, moving 70,000 units across 4 ASINs for 41.2% of Top 10 volume. NYX PROFESSIONAL MAKEUP follows with 40,000 units (23.5%), ahead of REVLON on 40,000 units (23.5%).

With 4 brands splitting the Top 10 and 88.2% 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 $3.12 to $9.98, 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. Specifically, one ASIN forced its way in: B00WT26UX8 booked 10K units at $1.00, with ▲ 0.0% MoM change. On the growth side, B0D1KR927V leads positive momentum with ▲ 400.0% MoM growth on 5K units, with B01FIL3U8O close behind at ▲ 100.0% MoM on 20K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.