Makeup Set Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

AOA STUDIO is the best-performing makeup set brand in July 2026, moving 40,000 units across 1 ASIN for 27.4% of Top 10 volume. e.l.f. follows with 28,000 units (19.2%), ahead of BS-MALL on 20,000 units (13.7%).

With 9 brands splitting the Top 10 and 60.3% 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 $6.89 to $9.99, 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: B0D442G15L booked 8K units at $8.00, with ▲ 14.3% MoM change. On the growth side, B0B465ZVH2 leads positive momentum with ▲ 166.7% MoM growth on 800 units, with B08JD776XX close behind at ▲ 66.7% MoM on 5K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.