Foundation Stick Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Foundation Stick sales on Amazon US totaled 140,000 units in July 2026 (▼ 48.1% vs. the prior month), generating an estimated $3,411,216 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 73.6% of unit volume and 80.9% of revenue, while a typical listing is priced at $17.38. The keyword itself pulled 23,940 Amazon queries over the same period (▲ 1.4% MoM).
Zooming out to the 12-month window ending July 2026, the foundation stick Top 50 moved 2,032,750 units and $43,526,192 in cumulative sales — an average of 169,396 units and $3,627,183 per month. Monthly throughput topped out at 269,900 units in June 2026 and dipped to 111,600 in September 2025, leaving the latest reading 18.3% higher than August 2025.
Foundation Stick 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
140K
▼ 48.1% MoM
Monthly Revenue 2026/07
$3.4M
▼ 49.1% MoM
Top 10 Market Share 2026/07
73.6%
Foundation Stick Market Share & Sales Concentration on Amazon US — July 2026
The most-sold foundation stick listing on Amazon US in July 2026 is ASIN B0DDC3QGJL (Brand: KAHI), which sold 20,000 units at $22.99 apiece — equal to 14.3% of every unit tracked in this report.
The Top 10 ASINs account for 103,000 units and $2,758,310 in July 2026 — 73.6% of unit volume and 80.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Foundation Stick' on Amazon
July 2026
Is 73.6% 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
B0DDC3QGJL
KAHI Wrinkle Bounce Multi Balm Stick - PDRN Collagen Facial & Body Balm | PDRN + Collagen, 48-Hour Hydration, Multi-Purpose Balm, Face Care, Eye Care, Lip Care, Neck Care, Makeup Base, Portable Stick
20K
▼ 77.8%vs. prior month
$452.6K
latest month
12-month trend
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
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
B0G1VDB22X
Luxe Color Changing Foundation – Light
10K
▼ 50.0%vs. prior month
$307.1K
latest month
12-month trend
B01ACPW2QC
COVERGIRL Simply Ageless 3-in-1 Foundation - 220 Creamy Natural
10K
▲ 0.0%vs. prior month
$99.7K
latest month
12-month trend
B07MWSRJ89
e.l.f. Monochromatic Multi Stick, Creamy, Lightweight, Versatile, Luxurious, Adds Shimmer, Easy To Use On The Go, Blends Effortlessly, Sparkling Rose, 0.17 Oz
10K
▲ 0.0%vs. prior month
$52.4K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Foundation Stick Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
KAHI is the best-performing foundation stick brand in July 2026, moving 20,000 units across 1 ASIN for 19.4% of Top 10 volume. PRIME PROMETICS follows with 20,000 units (19.4%), ahead of Smooche on 10,000 units (9.7%).
Volume is spread across 10 brands, with the top three holding 48.5% 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 $22.99 to $44.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
KAHI
1 ASIN in Top 10
19.4%
Units
20K
Revenue
$452.6K
Avg. price
$22.99
B0DDC3QGJL
$22.99·★4.2·10.7K revsKAHI Wrinkle Bounce Multi Balm Stick - PDRN Collagen Facial & Body Balm | PDRN + Collagen, 48-Hour Hydration, Multi-Purpose Balm, Face Care, Eye Care, Lip Care, Neck Care, Makeup Base, Portable Stick
Units sold20K
PRIME PROMETICS
1 ASIN in Top 10
19.4%
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
Smooche
1 ASIN in Top 10
9.7%
Units
10K
Revenue
$422.3K
Avg. price
$39.00
B0GN8JW57H
$39.00·★3.0·1.5K revsSmooche 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
Units sold10K
Trending Foundation Stick 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, 2 ASINs forced its way in: B0DJ8Z98MY booked 4K units at $27.90, with ▼ 20.0% MoM change. On the growth side, B09FSNJFZ9 leads positive momentum with ▲ 400.0% MoM growth on 1K 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.
B0DJ8Z98MY
ELROEL Blanc Cover Cream Stick V White - Korean Foundation (#202 Natural) | Medium To Full Coverage, Dewy Finish, Color-Changing Foundation Stick with Volufiline, Dual-Ended, Built-In Detachable Brush
Price
$27.90
Rating
3.9
Reviews
3.9K
Latest month sales
B0GV21VMT9
Vibriance Complexion Sticks, Foundation for Mature Skin - Natural Beige | Sheer, Buildable Coverage Face Makeup Foundation for Older Women - 3-in-1 Base, Contour, Concealer
Price
$28.00
Rating
3.6
Reviews
326
Latest month sales
B09FSNJFZ9
OBgE Natural Foundation Stick High Coverage with Brush #2 Beige, 0.49oz | Seamless Matte Finish, Immediate Pore Blurring, All-Day Shine Control, All-In-One Korean Makeup, Built In Detachable Brush
Unlock to view ASIN details and product titles
Price
$29.99
Rating
3.9
Reviews
691
Latest month sales
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