Facial Towels Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Facial Towels sales on Amazon US totaled 638,000 units in July 2026 (▼ 20.7% vs. the prior month), generating an estimated $9,071,370 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 65.8% of unit volume and 65.9% of revenue, while a typical listing is priced at $14.80. The keyword itself pulled 42,221 Amazon queries over the same period (▲ 7.4% MoM).
Zooming out to the 12-month window ending July 2026, the facial towels Top 50 moved 7,798,200 units and $108,984,791 in cumulative sales — an average of 649,850 units and $9,082,066 per month. Monthly throughput topped out at 804,400 units in June 2026 and dipped to 483,600 in May 2026, leaving the latest reading 2.3% higher than August 2025.
Facial Towels 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
638K
▼ 20.7% MoM
Monthly Revenue 2026/07
$9.1M
▼ 20.9% MoM
Top 10 Market Share 2026/07
65.8%
Facial Towels Market Share & Sales Concentration on Amazon US — July 2026
The most-sold facial towels listing on Amazon US in July 2026 is ASIN B00U2VQZDS (Brand: Neutrogena), which sold 100,000 units at $9.97 apiece — equal to 15.7% of every unit tracked in this report.
The Top 10 ASINs account for 420,000 units and $5,980,300 in July 2026 — 65.8% of unit volume and 65.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Facial Towels' on Amazon
July 2026
Is 65.8% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00U2VQZDS
Neutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
100K
▲ 0.0%vs. prior month
$997K
latest month
12-month trend
B07PBXXNCY
Clean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 1 Pack, 50 Ct
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B07GKVBQDG
Neutrogena Makeup Remover Towelettes, Daily Single Face Towelettes, 20 Ct | Makeup Remover, Makeup Removing Cleansing Wipes, Suitable for Dirt & Oil Removal, Alcohol-Free
50K
▼ 50.0%vs. prior month
$320.5K
latest month
12-month trend
B00BFUSDO4
Kleenex Disposable Paper Hand Towels, 6 Boxes, 60 Tissues per Box (360 Total Tissues), Packaging May Vary | 6 Boxes, 60 Tissues per Box
50K
▲ 0.0%vs. prior month
$850.5K
latest month
12-month trend
B07XC569XF
Neutrogena Hydro Boost Cleansing Wipes Makeup Remover, 25 Ct | Micellar Cleansing Cloths, Gently Removes Oil, Dirt, Waterproof Makeup, Hydrating Hyaluronic Acid
30K
▼ 40.0%vs. prior month
$359.1K
latest month
12-month trend
B0F4GPMC2M
Reduces Fine Lines and Wrinkles in 6 weeks or Less, CLEAN SKIN CLUB Healthy Aging Clean Towels® XL, Disposable Face Towels, XL - 1 Pack (50 count)
30K
▼ 62.5%vs. prior month
$538.5K
latest month
12-month trend
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Best Facial Towels Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Neutrogena is the best-performing facial towels brand in July 2026, moving 180,000 units across 3 ASINs for 42.9% of Top 10 volume. CLEAN SKIN CLUB follows with 150,000 units (35.7%), ahead of Kleenex on 50,000 units (11.9%).
With 6 brands splitting the Top 10 and 90.5% 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 $9.80 to $23.93, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Neutrogena
3 ASINs in Top 10
42.9%
Units
180K
Revenue
$1.7M
Avg. price
$9.80
B00U2VQZDS
$9.97·★4.8·121.2K revsNeutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
Units sold100KB07GKVBQDG
$7.47·★4.8·74.6K revsNeutrogena Makeup Remover Towelettes, Daily Single Face Towelettes, 20 Ct | Makeup Remover, Makeup Removing Cleansing Wipes, Suitable for Dirt & Oil Removal, Alcohol-Free
Units sold50KB07XC569XF
$11.97·★4.7·18.3K revsNeutrogena Hydro Boost Cleansing Wipes Makeup Remover, 25 Ct | Micellar Cleansing Cloths, Gently Removes Oil, Dirt, Waterproof Makeup, Hydrating Hyaluronic Acid
Units sold30K
CLEAN SKIN CLUB
3 ASINs in Top 10
35.7%
Units
150K
Revenue
$3.1M
Avg. price
$23.93
B07PBXXNCY
$17.95·★4.8·44.4K revsClean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 1 Pack, 50 Ct
Units sold100KB0F4GPMC2M
$17.95·★4.5·6K revsReduces Fine Lines and Wrinkles in 6 weeks or Less, CLEAN SKIN CLUB Healthy Aging Clean Towels® XL, Disposable Face Towels, XL - 1 Pack (50 count)
Units sold30KB0812B1FMQ
$35.90·★4.8·44.4K revsClean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 50 ct per pack, 2 Packs, 100 Ct Total
Units sold20K
Kleenex
1 ASIN in Top 10
11.9%
Units
50K
Revenue
$850.5K
Avg. price
$17.69
B00BFUSDO4
$17.69·★4.8·28K revsKleenex Disposable Paper Hand Towels, 6 Boxes, 60 Tissues per Box (360 Total Tissues), Packaging May Vary | 6 Boxes, 60 Tissues per Box
Units sold50K
Trending Facial Towels 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. On the growth side, B07C42JWNT leads positive momentum with ▲ 900.0% MoM growth on 4K units, with B0BN393YV1 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.
B07C42JWNT
Amazon Basics Highly Absorbent Cotton Washcloths for Face, Soft, Machine Washable, Fade Resistant, 12 x 12 in, Black, 12-Pack
Price
$10.49
Rating
4.6
Reviews
75.6K
Latest month sales
B0BN393YV1
HOMEXCEL Face Towels, Disposable Face Towelette Ultra Soft & Absorbent | Biodegradable Makeup Remover Dry Wipes, Facial Wash Cloth for All Skin, Lint-Free for Skincare & Cleansing, 100 Count (2 Box)
Price
$9.99
Rating
4.4
Reviews
3.4K
Latest month sales
B07C41SYJ7
Amazon Basics Soft and Thick Cotton Hand Towels for Bath, Kitchen, Gym, 16 x 26 in, White, 12-Pack
Unlock to view ASIN details and product titles
Price
$20.01
Rating
4.6
Reviews
19.2K
Latest month sales
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