Elf Power Grip Primer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

e.l.f. is the best-performing elf power grip primer brand in July 2026, moving 70,000 units across 4 ASINs for 50.7% of Top 10 volume. Milani follows with 20,000 units (14.5%), ahead of LAURA GELLER NEW YORK on 10,000 units (7.2%).

With 7 brands splitting the Top 10 and 72.5% 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 $8.50 to $15.20, 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, B0GVGCC3CQ leads positive momentum with ▲ 200.0% MoM growth on 3K units, with B0195VBFFI close behind at ▲ 66.7% MoM on 5K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.