Eye Shadow Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

NYX PROFESSIONAL MAKEUP is the best-performing eye shadow brand in July 2026, moving 30,000 units across 1 ASIN for 23.3% of Top 10 volume. Palladio follows with 30,000 units (23.3%), ahead of REVLON on 20,000 units (15.5%).

With 10 brands splitting the Top 10 and 62.0% 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 $6.67 to $12.59, 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: B07MQJRK7N booked 5K units at $9.99, with ▲ 0.0% MoM change. On the growth side, B0DM4D187H leads positive momentum with ▲ 200.0% MoM growth on 30K units, with B0GK1DR5KM close behind at ▲ 100.0% MoM on 2K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.