Liquid Eyeshadow Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

NYX PROFESSIONAL MAKEUP is the best-performing liquid eyeshadow brand in July 2026, moving 30,000 units across 1 ASIN for 37.0% of Top 10 volume. MAYBELLINE follows with 8,000 units (9.9%), ahead of Julep on 8,000 units (9.9%).

Volume is spread across 10 brands, with the top three holding 56.8% 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 $8.98 to $20.00, 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, one ASIN forced its way in: B01BLOXA78 booked 3K units at $18.95, with ▲ 50.0% MoM change. On the growth side, B0FVS5GCGZ leads positive momentum with ▲ 400.0% MoM growth on 1K units, with B0947F4Y44 close behind at ▲ 200.0% MoM on 3K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.