Honest Lotion Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Honest Lotion sales on Amazon US totaled 331,000 units in July 2026 (▼ 22.5% vs. the prior month), generating an estimated $4,816,290 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 48.3% of unit volume and 45.7% of revenue, while a typical listing is priced at $15.34. The keyword itself pulled 15,775 Amazon queries over the same period (▼ 0.4% MoM).
Zooming out to the 12-month window ending July 2026, the honest lotion Top 50 moved 3,721,000 units and $54,535,406 in cumulative sales — an average of 310,083 units and $4,544,617 per month. Monthly throughput topped out at 427,000 units in June 2026 and dipped to 210,700 in May 2026, leaving the latest reading 36.8% higher than August 2025.
Honest Lotion 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
331K
▼ 22.5% MoM
Monthly Revenue 2026/07
$4.8M
▼ 24.7% MoM
Top 10 Market Share 2026/07
48.3%
Honest Lotion Market Share & Sales Concentration on Amazon US — July 2026
The most-sold honest lotion listing on Amazon US in July 2026 is ASIN B099N2SLT9 (Brand: Cetaphil), which sold 30,000 units at $15.97 apiece — equal to 9.1% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 160,000 units and $2,202,400 in July 2026 — 48.3% of unit volume and 45.7% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Honest Lotion' on Amazon
July 2026
Is 48.3% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B099N2SLT9
Cetaphil Moisturizing Face & Body Lotion, Sensitive Skin, 20oz | Fragrance-Free, Hypoallergenic, Non-Comedogenic, Hydrates Dry Sensitive Skin, Dermatologist Recommended, Large 20 Oz
30K
▼ 25.0%vs. prior month
$456.9K
latest month
12-month trend
B003BMJGKE
Eucerin Advanced Repair Lotion, Urea Enriched, 16.9 FL OZ | Unscented Body Lotion for Dry Skin with Urea, Ceramide and NMF, 48-Hour Hydration, Fast Absorbing, Non-Greasy, Fragrance Free
20K
▼ 33.3%vs. prior month
$265.4K
latest month
12-month trend
B072QXWXS6
The Honest Company Shampoo & Body Wash, Tear-Free, Fragrance-Free, 10 fl oz | 2-In-1 Shampoo & Body Wash, 10 Fl Oz. Tear-Free, Hypoallergenic, Naturally Derived. Gentle For Baby's Sensitive Skin.
20K
▼ 33.3%vs. prior month
$218K
latest month
12-month trend
B09YT7WTFS
Naturium Bio-Lipid Restoring Body Lotion, All Day Moisture, 14 fl oz | Nourishing Moisturizer with Shea Butter, Skin Hydrating & Fast Absorbing Formula, for All Skin Types, Fragrance Free
20K
▲ 0.0%vs. prior month
$281K
latest month
12-month trend
B0CXF7PXCF
Naturium The Glow Getter Multi-Oil Body Butter, 7.7 fl oz | Nourishing Whipped Moisturizer, Oil Infused Formula with Shea Butter, Glycerin & Squalane, Deep Hydration for All Skin Types
20K
▲ 0.0%vs. prior month
$346.2K
latest month
12-month trend
B000NKL3D0
Curel Ultra Healing Body Lotion, Moisturizer, Fragrance-Free, 20 fl oz | Repairs Moisture Barrier, Ceremides, Dry & Sensitive Skin, Eczema-Prone, Dermatologist Recommended, Non-Greasy
10K
▲ 0.0%vs. prior month
$104.4K
latest month
12-month trend
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Best Honest Lotion Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
The Honest Company is the best-performing honest lotion brand in July 2026, moving 50,000 units across 4 ASINs for 31.3% of Top 10 volume. Naturium follows with 40,000 units (25.0%), ahead of Cetaphil on 30,000 units (18.8%).
With 6 brands splitting the Top 10 and 75.0% 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 $10.01 to $16.38, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
The Honest Company
4 ASINs in Top 10
31.3%
Units
50K
Revenue
$501K
Avg. price
$10.01
B072QXWXS6
$10.96·★4.7·47K revsThe Honest Company Shampoo & Body Wash, Tear-Free, Fragrance-Free, 10 fl oz | 2-In-1 Shampoo & Body Wash, 10 Fl Oz. Tear-Free, Hypoallergenic, Naturally Derived. Gentle For Baby's Sensitive Skin.
Units sold20KB00KFITCXS
$6.16·★4.6·11.4K revsThe Honest Company Diaper Rash Cream, Hypoallergenic, Cruelty-Free, 2.5 oz | Diaper Rash Cream, 2.5 Oz. Zinc Oxide, Hypoallergenic, Cruelty-Free. Moisturizing & Calming Relief For Diaper Rash.
Units sold10KB00W9P0J28
$10.96·★4.5·15.3K revsThe Honest Company Face and Body Lotion, Fragrance-Free, 8.5 fl oz | Face & Body Lotion, 8.5 Fl Oz. Hypoallergenic, Naturally Derived. Gentle For Baby's Sensitive Skin.
Units sold10KB072MZ562L
$11.96·★4.7·5.1K revsThe Honest Company Bubble Bath, Hypoallergenic, Fragrance-Free, 12 fl oz | Foaming Bubble Bath, 12 Fl Oz. Tear-Free, Hypoallergenic, Naturally Derived, With Aloe. Gentle For Baby's Sensitive Skin.
Units sold10K
Naturium
2 ASINs in Top 10
25.0%
Units
40K
Revenue
$627.2K
Avg. price
$16.38
B09YT7WTFS
$14.88·★4.5·3K revsNaturium Bio-Lipid Restoring Body Lotion, All Day Moisture, 14 fl oz | Nourishing Moisturizer with Shea Butter, Skin Hydrating & Fast Absorbing Formula, for All Skin Types, Fragrance Free
Units sold20KB0CXF7PXCF
$17.88·★4.4·3K revsNaturium The Glow Getter Multi-Oil Body Butter, 7.7 fl oz | Nourishing Whipped Moisturizer, Oil Infused Formula with Shea Butter, Glycerin & Squalane, Deep Hydration for All Skin Types
Units sold20K
Cetaphil
1 ASIN in Top 10
18.8%
Units
30K
Revenue
$456.9K
Avg. price
$15.97
B099N2SLT9
$15.97·★4.7·16.5K revsCetaphil Moisturizing Face & Body Lotion, Sensitive Skin, 20oz | Fragrance-Free, Hypoallergenic, Non-Comedogenic, Hydrates Dry Sensitive Skin, Dermatologist Recommended, Large 20 Oz
Units sold30K
Trending Honest Lotion 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: B00KFITCXS booked 10K units at $6.16, with ▲ 11.1% MoM change. On the growth side, B01MUOX7PP leads positive momentum with ▲ 100.0% MoM growth on 2K units, with B07B14D6MD close behind at ▲ 60.0% MoM on 8K 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.
B00KFITCXS
The Honest Company Diaper Rash Cream, Hypoallergenic, Cruelty-Free, 2.5 oz | Diaper Rash Cream, 2.5 Oz. Zinc Oxide, Hypoallergenic, Cruelty-Free. Moisturizing & Calming Relief For Diaper Rash.
Price
$6.16
Rating
4.6
Reviews
11.4K
Latest month sales
B01MUOX7PP
The Honest Company Shampoo Body Wash & Lotion, Lavender Calm, 18.5 fl oz | Shampoo, Body Wash & Lotion Duo, Lavender Calm, 18.5 Fl Oz. Naturally Derived, Gentle For Baby's Sensitive Skin.
Price
$19.47
Rating
4.7
Reviews
9.5K
Latest month sales
B07B14D6MD
The Honest Company Multi-Use Baby Wipes, Pattern Play, 288 Count | Baby Wipes, 288 Ct. Hypoallergenic, Plant-Based, 99% Water, Dermatologist Tested, Compostable. For Sensitive Skin.
Unlock to view ASIN details and product titles
Price
$16.71
Rating
4.8
Reviews
55.9K
Latest month sales
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