Ilia Mascara Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

MAYBELLINE is the best-performing ilia mascara brand in July 2026, moving 130,000 units across 4 ASINs for 44.8% of Top 10 volume. Essence Cosmetics follows with 80,000 units (27.6%), ahead of L'Oreal Paris on 30,000 units (10.3%).

With 6 brands splitting the Top 10 and 82.8% 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 $4.97 to $11.97, which frames the price band a competing listing has to justify.

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: B004BCXA7S booked 10K units at $11.97, 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.