Face Toner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Face Toner sales on Amazon US totaled 1,005,000 units in July 2026 (▼ 33.4% vs. the prior month), generating an estimated $18,038,050 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 61.7% of unit volume and 63.8% of revenue, while a typical listing is priced at $16.17. The keyword itself pulled 30,892 Amazon queries over the same period (▲ 10.2% MoM).
Zooming out to the 12-month window ending July 2026, the face toner Top 50 moved 11,746,350 units and $206,113,773 in cumulative sales — an average of 978,863 units and $17,176,148 per month. Monthly throughput topped out at 1,510,000 units in June 2026 and dipped to 668,000 in May 2026, leaving the latest reading 29.6% higher than August 2025.
Face Toner 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
1M
▼ 33.4% MoM
Monthly Revenue 2026/07
$18M
▼ 34.9% MoM
Top 10 Market Share 2026/07
61.7%
Face Toner Market Share & Sales Concentration on Amazon US — July 2026
The most-sold face toner listing on Amazon US in July 2026 is ASIN B071914GGL (Brand: The Ordinary), which sold 100,000 units at $13.50 apiece — equal to 10.0% of every unit tracked in this report.
The Top 10 ASINs account for 620,000 units and $11,514,200 in July 2026 — 61.7% of unit volume and 63.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Face Toner' on Amazon
July 2026
Is 61.7% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B071914GGL
The Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
100K
▲ 0.0%vs. prior month
$1.4M
latest month
12-month trend
B09V7Z4TJG
medicube Toner Pads Zero Pore Pad 2.0 for Exfoliation and Pore Care | Dual-Textured Facial Pad with 4.5% AHA Lactic Acid, 0.45% BHA Salicylic Acid - For All, Korean Skin Care, 70 Pads, 1 Pack
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B0DBF65JYY
medicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum - Peptides & Niacinamide for Hydration & Firm-Looking Skin, Uneven Tone Care, Korean Skincare, 1.01 fl. Oz
70K
▼ 30.0%vs. prior month
$1.3M
latest month
12-month trend
B0DG1DQ2S7
Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum, 1.01 fl oz | Facial Serum for Blemish-Prone & Oily-Prone Skin, Lightweight & Hydrating Blemish Care, Hyaluronic Acid, Korean Skincare
70K
▼ 30.0%vs. prior month
$1.5M
latest month
12-month trend
B0DMTDN158
The Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
60K
▲ 0.0%vs. prior month
$540K
latest month
12-month trend
B01N1LL62W
CeraVe Foaming Facial Cleanser, Face Wash for Oily Skin, 16fl oz | Skin Care with Hyaluronic Acid & Niacinamide, Makeup Remover, Daily Face Wash For Men & Women, Fragrance Free, Oil Control
50K
▲ 25.0%vs. prior month
$795K
latest month
12-month trend
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Best Face Toner Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
medicube is the best-performing face toner brand in July 2026, moving 170,000 units across 2 ASINs for 27.4% of Top 10 volume. The Ordinary follows with 160,000 units (25.8%), ahead of ANUA on 160,000 units (25.8%).
With 6 brands splitting the Top 10 and 79.0% 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 $11.25 to $22.33, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
medicube
2 ASINs in Top 10
27.4%
Units
170K
Revenue
$3.1M
Avg. price
$18.90
B09V7Z4TJG
$18.90·★4.6·30.5K revsmedicube Toner Pads Zero Pore Pad 2.0 for Exfoliation and Pore Care | Dual-Textured Facial Pad with 4.5% AHA Lactic Acid, 0.45% BHA Salicylic Acid - For All, Korean Skin Care, 70 Pads, 1 Pack
Units sold100KB0DBF65JYY
$18.90·★4.6·20.8K revsmedicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum - Peptides & Niacinamide for Hydration & Firm-Looking Skin, Uneven Tone Care, Korean Skincare, 1.01 fl. Oz
Units sold70K
The Ordinary
2 ASINs in Top 10
25.8%
Units
160K
Revenue
$1.9M
Avg. price
$11.25
B071914GGL
$13.50·★4.7·61.2K revsThe Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
Units sold100KB0DMTDN158
$9.00·★4.7·61.2K revsThe Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
Units sold60K
ANUA
3 ASINs in Top 10
25.8%
Units
160K
Revenue
$3.4M
Avg. price
$22.33
B0DG1DQ2S7
$22.00·★4.5·6.2K revsAnua Azelaic Acid 10 Hyaluron Redness Soothing Serum, 1.01 fl oz | Facial Serum for Blemish-Prone & Oily-Prone Skin, Lightweight & Hydrating Blemish Care, Hyaluronic Acid, Korean Skincare
Units sold70KB0FVT77ZLL
$21.00·★4.5·5.8K revsAnua PDRN Collagen Glow Facial Serum Spray, 3.38 fl oz | Hydrating Face Mist, Hyaluronic Acid, dewy glass finish, All Skin Types, Instant Plumping, Firming Care, Korean Skincare
Units sold50KB0DWFLY18Y
$24.00·★4.6·5K revsANUA PDRN Hyaluronic Acid 100 Moisturizing Cream, 2.02 fl oz | Lightweight, Non-Greasy Hydrating Face Moisturizer with Salmon DNA for Glass Skin, Korean Skincare
Units sold40K
Trending Face Toner 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. Specifically, one ASIN forced its way in: B01N1LL62W booked 50K units at $15.97, with ▲ 25.0% MoM change. On the growth side, B002F3QYZA leads positive momentum with ▲ 50.0% MoM growth on 3K units, with B000GCQ04C close behind at ▲ 11.1% MoM on 10K 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.
B01N1LL62W
CeraVe Foaming Facial Cleanser, Face Wash for Oily Skin, 16fl oz | Skin Care with Hyaluronic Acid & Niacinamide, Makeup Remover, Daily Face Wash For Men & Women, Fragrance Free, Oil Control
Price
$15.97
Rating
4.8
Reviews
104.2K
Latest month sales
B002F3QYZA
Neutrogena Acne Stress Control Face Toner, 2% Salicylic Acid, 8 fl. oz | Oil-Free Triple-Action, Green Tea & Cucumber Extract, Nourishing & Refreshing
Price
$9.77
Rating
4.6
Reviews
5.6K
Latest month sales
B000GCQ04C
Dickinson's Witch Hazel Pore Perfecting Toner | 16 Fl Oz | 100% Natural Distilled Witch Hazel; America's #1 Toner; Refines Pores, Removes Impurities & Oil
Unlock to view ASIN details and product titles
Price
$5.84
Rating
4.7
Reviews
35.9K
Latest month sales
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