Liquid Eyeliner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Liquid Eyeliner sales on Amazon US totaled 249,900 units in July 2026 (▼ 17.0% vs. the prior month), generating an estimated $2,437,743 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 62.8% of unit volume and 59.3% of revenue, while a typical listing is priced at $10.52. The keyword itself pulled 71,829 Amazon queries over the same period (▲ 5.9% MoM).
Zooming out to the 12-month window ending July 2026, the liquid eyeliner Top 50 moved 3,234,050 units and $31,005,443 in cumulative sales — an average of 269,504 units and $2,583,787 per month. Monthly throughput topped out at 388,100 units in October 2025 and dipped to 170,700 in May 2026, leaving the latest reading 8.2% higher than August 2025.
Liquid Eyeliner 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
249.9K
▼ 17.0% MoM
Monthly Revenue 2026/07
$2.4M
▼ 18.1% MoM
Top 10 Market Share 2026/07
62.8%
Liquid Eyeliner Market Share & Sales Concentration on Amazon US — July 2026
The most-sold liquid eyeliner listing on Amazon US in July 2026 is ASIN B074Y8LM6T (Brand: NYX PROFESSIONAL MAKEUP), which sold 30,000 units at $9.97 apiece — equal to 12.0% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 157,000 units and $1,446,540 in July 2026 — 62.8% of unit volume and 59.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Liquid Eyeliner' on Amazon
July 2026
Is 62.8% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B074Y8LM6T
NYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner - Black, Vegan Formula
30K
▼ 25.0%vs. prior month
$299.4K
latest month
12-month trend
B07MWSXPT1
e.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Black
20K
▲ 0.0%vs. prior month
$100K
latest month
12-month trend
B000H3I2JG
Revlon ColorStay Pencil Waterproof Eyeliner, 202 Black Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
20K
▼ 33.3%vs. prior month
$157.2K
latest month
12-month trend
B082YPRCMM
wet n wild Mega Last Breakup Proof Waterproof Retractable Gel Eyeliner - Ultra Pigmented 16-Hour Long Wear, Smudge Proof Satin Finish Formula, Cruelty-Free & Vegan - Charcoal
20K
▲ 0.0%vs. prior month
$45K
latest month
12-month trend
B0BSR2ZBK1
Wonderskin Eyeliner Pencil 1440 Longwear Eyeliner Waterproof & Smudge Proof | Waterproof deep black eyeliner, smudge-proof formula glides on smoothly for precise, long-lasting definition.
20K
▲ 0.0%vs. prior month
$360K
latest month
12-month trend
B000H3EO3O
REVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
10K
▲ 0.0%vs. prior month
$79.2K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Liquid Eyeliner Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
NYX PROFESSIONAL MAKEUP is the best-performing liquid eyeliner brand in July 2026, moving 30,000 units across 1 ASIN for 19.1% of Top 10 volume. e.l.f. follows with 30,000 units (19.1%), ahead of REVLON on 30,000 units (19.1%).
Volume is spread across 7 brands, with the top three holding 57.3% 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 $6.00 to $9.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
NYX PROFESSIONAL MAKEUP
1 ASIN in Top 10
19.1%
Units
30K
Revenue
$299.4K
Avg. price
$9.97
B074Y8LM6T
$9.97·★4.5·107.3K revsNYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner - Black, Vegan Formula
Units sold30K
e.l.f.
2 ASINs in Top 10
19.1%
Units
30K
Revenue
$170K
Avg. price
$6.00
B07MWSXPT1
$5.00·★4.4·35.1K revse.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Black
Units sold20KB07MWT5JV4
$7.00·★4.5·13.4K revse.l.f. H2O Proof Eyeliner Pen, Felt Tip, Waterproof, Long-Lasting, High-Pigmented Liner For Bold Looks, Vegan & Cruelty-Free, Jet Black. 0.02 Fl Oz
Units sold10K
REVLON
2 ASINs in Top 10
19.1%
Units
30K
Revenue
$236.4K
Avg. price
$6.96
B000H3I2JG
$6.67·★4.5·54K revsRevlon ColorStay Pencil Waterproof Eyeliner, 202 Black Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold20KB000H3EO3O
$7.26·★4.5·54.2K revsREVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold10K
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