Maybelline Eyeliner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

MAYBELLINE is the best-performing maybelline eyeliner brand in July 2026, moving 40,000 units across 2 ASINs for 23.8% of Top 10 volume. NYX PROFESSIONAL MAKEUP follows with 39,000 units (23.2%), ahead of e.l.f. on 30,000 units (17.9%).

With 7 brands splitting the Top 10 and 64.9% 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 $9.93, 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. On the growth side, B0BFZ8JF7S leads positive momentum with ▲ 66.7% MoM growth on 5K units, with B0GNTLR45X close behind at ▲ 50.0% MoM on 30K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.