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

Essence Cosmetics is the best-performing elf mascara brand in July 2026, moving 100,000 units across 2 ASINs for 32.3% of Top 10 volume. MAYBELLINE follows with 100,000 units (32.3%), ahead of e.l.f. on 60,000 units (19.4%).

With 6 brands splitting the Top 10 and 83.9% 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 $4.76 to $10.34, 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, 2 ASINs forced its way in: B0BSP2J3BH booked 10K units at $5.79, with ▲ 0.0% MoM change. On the growth side, B00VZDAA56 leads positive momentum with ▲ 100.0% MoM growth on 6K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.