Hair Toner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Hair Toner sales on Amazon US totaled 383,000 units in July 2026 (▼ 2.4% vs. the prior month), generating an estimated $6,407,750 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 71.3% of unit volume and 68.3% of revenue, while a typical listing is priced at $16.72. The keyword itself pulled 29,446 Amazon queries over the same period (▲ 8.2% MoM).
Zooming out to the 12-month window ending July 2026, the hair toner Top 50 moved 3,823,950 units and $61,173,966 in cumulative sales — an average of 318,663 units and $5,097,830 per month. Monthly throughput topped out at 392,600 units in June 2026 and dipped to 220,400 in May 2026, leaving the latest reading 35.6% higher than August 2025.
Hair 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
383K
▼ 2.4% MoM
Monthly Revenue 2026/07
$6.4M
▼ 1.6% MoM
Top 10 Market Share 2026/07
71.3%
Hair Toner Market Share & Sales Concentration on Amazon US — July 2026
The most-sold hair 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 26.1% of every unit tracked in this report and 1.7× the volume of the No. 2 listing.
The Top 10 ASINs account for 273,000 units and $4,377,180 in July 2026 — 71.3% of unit volume and 68.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Hair Toner' on Amazon
July 2026
Is 71.3% 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
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
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
B09HR5KSR8
K18 Leave-In Molecular Repair Hair Mask
50K
▲ 25.0%vs. prior month
$1.4M
latest month
12-month trend
B07M8Q6237
COLORCHARM Permanent Liquid Hair Toners | Neutralize Brass | Healthy-Looking Blondes Tones | Vegan & Free of Parabens
10K
▲ 0.0%vs. prior month
$79.9K
latest month
12-month trend
B07P7L1HFN
L’Oreal Paris Sulfate Free Brass Toning Purple Shampoo for Blonde, Bleached, Silver, or Brown Highlighted Hair, EverPure, 6.8 Fl Oz (Packaging May Vary)
10K
▲ 0.0%vs. prior month
$97.1K
latest month
12-month trend
B0DQXSGCLW
MAREE Deep Conditioning Hair Mask for Damaged Hair Treatment – Keratin Hair Care for Hydrating Growth Repair Moisturizing – Dry Curly Color Refreshing – 10 Fl Oz, Purple
10K
▲ 0.0%vs. prior month
$238.9K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Hair Toner Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Ordinary is the best-performing hair toner brand in July 2026, moving 160,000 units across 2 ASINs for 58.6% of Top 10 volume. K18 follows with 50,000 units (18.3%), ahead of COLORCHARM on 18,000 units (6.6%).
With 7 brands splitting the Top 10 and 83.5% 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 $8.02 to $29.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Ordinary
2 ASINs in Top 10
58.6%
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
K18
1 ASIN in Top 10
18.3%
Units
50K
Revenue
$1.4M
Avg. price
$29.00
B09HR5KSR8
$29.00·★4.2·21.8K revsK18 Leave-In Molecular Repair Hair Mask
Units sold50K
COLORCHARM
2 ASINs in Top 10
6.6%
Units
18K
Revenue
$154.1K
Avg. price
$8.02
B07M8Q6237
$6.39·★4.6·9.3K revsCOLORCHARM Permanent Liquid Hair Toners | Neutralize Brass | Healthy-Looking Blondes Tones | Vegan & Free of Parabens
Units sold10KB0B3KV8N9C
$9.65·★4.7·5.8K revsCOLORCHARM Cream Hair Color Developers | For Activating Color, Highlighting | Gray Coverage, Blending, and Rich Multi-Dimensional End Results | Vegan | Various Sizes
Units sold8K
Trending Hair 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, 2 ASINs forced its way in: B0B3KV8N9C booked 8K units at $9.65, with ▲ 14.3% MoM change. On the growth side, B0GHNJ3P7C leads positive momentum with ▲ 300.0% MoM growth on 4K 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.
B0B3KV8N9C
COLORCHARM Cream Hair Color Developers | For Activating Color, Highlighting | Gray Coverage, Blending, and Rich Multi-Dimensional End Results | Vegan | Various Sizes
Price
$9.65
Rating
4.7
Reviews
5.8K
Latest month sales
B0011DRT9K
Color Oops Extra Conditioning Hair Color Remover, 1 Application | Processes in 20 Minutes, Safely Removes Permanent & Semi-Permanent Dye, Ammonia & Bleach Free
Price
$10.79
Rating
3.8
Reviews
8.4K
Latest month sales
B0GHNJ3P7C
MAREE Anti Yellow Purple Hair Mask for Damaged Hair - Purple Deep Conditioner & Blonde Toner - Hydrating Deep Conditioning for Dry, Curly, Blonde, Orange, Brassy, Bleached - Mascarilla para el Cabello
Unlock to view ASIN details and product titles
Price
$24.95
Rating
4.1
Reviews
347
Latest month sales
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