Foundation Makeup Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Foundation Makeup sales on Amazon US totaled 283,000 units in July 2026 (▼ 39.8% vs. the prior month), generating an estimated $6,383,770 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 45.9% of unit volume and 48.2% of revenue, while a typical listing is priced at $20.33. The keyword itself pulled 35,827 Amazon queries over the same period (▲ 7.9% MoM).
Zooming out to the 12-month window ending July 2026, the foundation makeup Top 50 moved 3,500,700 units and $74,546,725 in cumulative sales — an average of 291,725 units and $6,212,227 per month. Monthly throughput topped out at 470,000 units in June 2026 and dipped to 182,000 in May 2026, leaving the latest reading 31.5% higher than August 2025.
Foundation Makeup 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
283K
▼ 39.8% MoM
Monthly Revenue 2026/07
$6.4M
▼ 44.9% MoM
Top 10 Market Share 2026/07
45.9%
Foundation Makeup Market Share & Sales Concentration on Amazon US — July 2026
The most-sold foundation makeup listing on Amazon US in July 2026 is ASIN B0G1T61T7X (Brand: PRIME PROMETICS), which sold 20,000 units at $44.00 apiece — equal to 7.1% of every unit tracked in this report.
The Top 10 ASINs account for 130,000 units and $3,078,200 in July 2026 — 45.9% of unit volume and 48.2% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Foundation Makeup' on Amazon
July 2026
Is 45.9% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B0G1T61T7X
Prime Prometics Color Changing Foundation for Mature Women | Instantly Adapts to Your Skin Tone, Buildable Light-to-Medium Coverage, 12-Hour Wear, Natural Dewy Finish, Hypoallergenic
20K
▲ 0.0%vs. prior month
$880K
latest month
12-month trend
B0G1VBDXYF
Luxe Color Changing Foundation – Medium
20K
▼ 33.3%vs. prior month
$601K
latest month
12-month trend
B074PTZCNX
L'Oreal Paris Makeup True Match Lumi Glotion, Natural Glow Enhancer, Illuminator Highlighter, Bronzing Drops For a Sun-Kissed Glow, 903 Medium
20K
▼ 50.0%vs. prior month
$299.4K
latest month
12-month trend
B0GN8JW57H
Smooche Color Changing Foundation - Skin Tone Adapting Liquid Foundation for Women, Self Adjusting Natural Finish, Blurs Imperfections & Fine Lines, SPF 15, All Skin Types, 1.01 Fl Oz
10K
▲ 0.0%vs. prior month
$422.3K
latest month
12-month trend
B004Y9GTOO
MAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
10K
▼ 50.0%vs. prior month
$99.6K
latest month
12-month trend
B008C13146
MAYBELLINE Dream Fresh Skin Hydrating BB cream, 8-in-1 Skin Perfecting Beauty Balm with Broad Spectrum SPF 30, Sheer Tint Coverage, Oil-Free, Light/Medium, 1 Fl Oz
10K
▼ 50.0%vs. prior month
$78.9K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Foundation Makeup Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
PRIME PROMETICS is the best-performing foundation makeup brand in July 2026, moving 20,000 units across 1 ASIN for 15.4% of Top 10 volume. Luxe Cosmetics follows with 20,000 units (15.4%), ahead of L'Oreal Paris on 20,000 units (15.4%).
Volume is spread across 9 brands, with the top three holding 46.2% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $14.97 to $44.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
PRIME PROMETICS
1 ASIN in Top 10
15.4%
Units
20K
Revenue
$880K
Avg. price
$44.00
B0G1T61T7X
$44.00·★3.8·3.8K revsPrime Prometics Color Changing Foundation for Mature Women | Instantly Adapts to Your Skin Tone, Buildable Light-to-Medium Coverage, 12-Hour Wear, Natural Dewy Finish, Hypoallergenic
Units sold20K
Luxe Cosmetics
1 ASIN in Top 10
15.4%
Units
20K
Revenue
$601K
Avg. price
$18.99
B0G1VBDXYF
$18.99·★4.0·3.5K revsLuxe Color Changing Foundation – Medium
Units sold20K
L'Oreal Paris
1 ASIN in Top 10
15.4%
Units
20K
Revenue
$299.4K
Avg. price
$14.97
B074PTZCNX
$14.97·★4.6·22.9K revsL'Oreal Paris Makeup True Match Lumi Glotion, Natural Glow Enhancer, Illuminator Highlighter, Bronzing Drops For a Sun-Kissed Glow, 903 Medium
Units sold20K
Trending Foundation Makeup 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, 3 ASINs forced its way in: B0GN8JW57H booked 10K units at $39.00, with ▲ 0.0% MoM change.
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.
B0GN8JW57H
Smooche Color Changing Foundation - Skin Tone Adapting Liquid Foundation for Women, Self Adjusting Natural Finish, Blurs Imperfections & Fine Lines, SPF 15, All Skin Types, 1.01 Fl Oz
Price
$39.00
Rating
3.1
Reviews
1.4K
Latest month sales
B01ACPW2QC
COVERGIRL Simply Ageless 3-in-1 Foundation - 220 Creamy Natural
Price
$9.97
Rating
4.6
Reviews
14.1K
Latest month sales
B08SXRSYSL
LAURA GELLER Spackle Makeup Primer - Hydrate - Super-Size 2 Fl Oz
Unlock to view ASIN details and product titles
Price
$15.20
Rating
4.4
Reviews
6.9K
Latest month sales
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