Lip Makeup Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Lip Makeup sales on Amazon US totaled 468,000 units in July 2026 (▼ 28.2% vs. the prior month), generating an estimated $5,017,870 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 49.1% of unit volume and 51.4% of revenue, while a typical listing is priced at $9.29. The keyword itself pulled 15,642 Amazon queries over the same period (▲ 6.3% MoM).
Zooming out to the 12-month window ending July 2026, the lip makeup Top 50 moved 6,502,600 units and $72,443,531 in cumulative sales — an average of 541,883 units and $6,036,961 per month. Monthly throughput topped out at 933,000 units in December 2025 and dipped to 315,500 in May 2026, leaving the latest reading 3.3% higher than August 2025.
Lip 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
468K
▼ 28.2% MoM
Monthly Revenue 2026/07
$5M
▼ 40.9% MoM
Top 10 Market Share 2026/07
49.1%
Lip Makeup Market Share & Sales Concentration on Amazon US — July 2026
The most-sold lip makeup listing on Amazon US in July 2026 is ASIN B00U2VQZDS (Brand: Neutrogena), which sold 100,000 units at $9.97 apiece — equal to 21.4% of every unit tracked in this report and 3.3× the volume of the No. 2 listing.
The Top 10 ASINs account for 230,000 units and $2,578,400 in July 2026 — 49.1% of unit volume and 51.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Lip Makeup' on Amazon
July 2026
Is 49.1% 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
B00U2VQZDS
Neutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
100K
▲ 0.0%vs. prior month
$997K
latest month
12-month trend
B0032RMX3U
Clinique Almost Lipstick Tinted Lip Balm in 3 Iconic Shades Black Honey, Pink, and Nude Honey | Sheer + Lightweight
30K
▼ 62.5%vs. prior month
$685.8K
latest month
12-month trend
B07SRRLVQ1
Aquaphor Lip Repair Stick, Moisturizing Lip Balm Pack, Relieves Dryness, 0.17 Oz Stick, Pack of 2
20K
▲ 0.0%vs. prior month
$165.8K
latest month
12-month trend
B0F3J6W5KW
e.l.f. Sheer For It Blush Tint, Cherry Cola | Multi-Use, Long-Lasting Lip & Cheek Makeup, Creates A Natural Flush Finish, Vegan & Cruelty-Free
20K
▲ 0.0%vs. prior month
$100K
latest month
12-month trend
B0BVPNQW1C
Sacheu Lip Liner STAY-N Peel Off Lip Stain, Longwear, p-INKED | Water-resistant, transfer & smudge-proof, lip tint with hyaluronic acid & vitamin E for conditioning benefits, matte finish
10K
▼ 50.0%vs. prior month
$130.5K
latest month
12-month trend
B0CMYR1CNK
e.l.f. Cream Glide Lip Liner, Highly-Pigmented Pencil For Shaping & Sculpting Lips, Semi-Matte Finish, Vegan & Cruelty-Free
10K
▲ 0.0%vs. prior month
$20K
latest month
12-month trend
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Best Lip Makeup Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Neutrogena is the best-performing lip makeup brand in July 2026, moving 100,000 units across 1 ASIN for 43.5% of Top 10 volume. e.l.f. follows with 50,000 units (21.7%), ahead of Clinique on 30,000 units (13.0%).
With 7 brands splitting the Top 10 and 78.3% 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 $4.70 to $25.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Neutrogena
1 ASIN in Top 10
43.5%
Units
100K
Revenue
$997K
Avg. price
$9.97
B00U2VQZDS
$9.97·★4.8·121.3K revsNeutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
Units sold100K
e.l.f.
4 ASINs in Top 10
21.7%
Units
50K
Revenue
$222.4K
Avg. price
$4.70
B0F3J6W5KW
$5.79·★4.4·10.3K revse.l.f. Sheer For It Blush Tint, Cherry Cola | Multi-Use, Long-Lasting Lip & Cheek Makeup, Creates A Natural Flush Finish, Vegan & Cruelty-Free
Units sold20KB0CMYR1CNK
$2.00·★4.6·19.8K revse.l.f. Cream Glide Lip Liner, Highly-Pigmented Pencil For Shaping & Sculpting Lips, Semi-Matte Finish, Vegan & Cruelty-Free
Units sold10KB07MWSRJ89
$5.00·★4.4·98.1K revse.l.f. Monochromatic Multi Stick, Creamy, Lightweight, Versatile, Luxurious, Adds Shimmer, Easy To Use On The Go, Blends Effortlessly, Sparkling Rose, 0.17 Oz
Units sold10KB088W7L534
$6.00·★4.4·98.1K revse.l.f. Monochromatic Multi Stick, Travel-Sized Luxuriously Creamy & Blendable Color, For Eyes, Lips & Cheeks, Vegan & Cruelty-Free, Dazzling Peony, 0.17 Oz
Units sold10K
Clinique
1 ASIN in Top 10
13.0%
Units
30K
Revenue
$685.8K
Avg. price
$25.00
B0032RMX3U
$25.00·★4.5·18.6K revsClinique Almost Lipstick Tinted Lip Balm in 3 Iconic Shades Black Honey, Pink, and Nude Honey | Sheer + Lightweight
Units sold30K
Trending Lip 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, 2 ASINs forced its way in: B0GF21LCW2 booked 10K units at $16.00, with ▲ 0.0% MoM change. On the growth side, B0BWX6NZLT leads positive momentum with ▲ 50.0% MoM growth on 6K 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.
B0GF21LCW2
Laka Lip Liner - Smooth & Blendable Soft Matte Lip Contour Pencil for Shaping & Overlining Lips | Waterproof Formula, Oil-Cleanse Off, Long-Lasting Wear | #02 Suede Pink (Cool Nude Pink)
Price
$16.00
Rating
3.2
Reviews
1.4K
Latest month sales
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
Price
$5.00
Rating
4.4
Reviews
98.1K
Latest month sales
B0BWX6NZLT
NOONI Korean Lip Oil - Applepeony - pH Color-Changing Plumping Lip Gloss | 24HR Hydration, Moisturizing Lip Oil, Natural Lip Plumping Effect, Waterproof Wear, Glossy Finish, Gift Stocking Stuffers
Unlock to view ASIN details and product titles
Price
$12.00
Rating
4.0
Reviews
26K
Latest month sales
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