Maybelline Eyeliner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Maybelline Eyeliner sales on Amazon US totaled 281,700 units in July 2026 (▼ 18.5% vs. the prior month), generating an estimated $2,736,549 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 55.4% of unit volume and 56.0% of revenue, while a typical listing is priced at $9.71. The keyword itself pulled 29,200 Amazon queries over the same period (▼ 1.3% MoM).
Zooming out to the 12-month window ending July 2026, the maybelline eyeliner Top 50 moved 3,469,100 units and $32,290,484 in cumulative sales — an average of 289,092 units and $2,690,874 per month. Monthly throughput topped out at 402,000 units in October 2025 and dipped to 177,300 in May 2026, leaving the latest reading 0.6% lower than August 2025.
Maybelline 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
281.7K
▼ 18.5% MoM
Monthly Revenue 2026/07
$2.7M
▼ 19.1% MoM
Top 10 Market Share 2026/07
55.4%
Maybelline Eyeliner Market Share & Sales Concentration on Amazon US — July 2026
The most-sold maybelline eyeliner listing on Amazon US in July 2026 is ASIN B074Y8LM6T (Brand: NYX PROFESSIONAL MAKEUP), which sold 30,000 units at $9.99 apiece — equal to 10.6% of every unit tracked in this report.
The Top 10 ASINs account for 156,000 units and $1,532,660 in July 2026 — 55.4% of unit volume and 56.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Maybelline Eyeliner' on Amazon
July 2026
Is 55.4% 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 | Liquid Eyeliner with Waterproof, Smudge-proof & Transfer-Resistant Formula, Vegan & Cruelty Free
30K
▼ 25.0%vs. prior month
$299.4K
latest month
12-month trend
B0GNTLR45X
MAYBELLINE Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
30K
▲ 50.0%vs. prior month
$322.8K
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
B01J1A3TFW
REVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 2 pack | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
20K
▼ 33.3%vs. prior month
$225K
latest month
12-month trend
B00PFCT2R0
MAYBELLINE Lash Sensational Washable Mascara, Lengthening and Volumizing for a Full Fan Effect, Blackest Black, 1 Count
10K
▼ 50.0%vs. prior month
$99.6K
latest month
12-month trend
B07MWT5JV4
e.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
10K
▲ 0.0%vs. prior month
$70K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Maybelline Eyeliner Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
MAYBELLINE is the best-performing maybelline eyeliner brand in July 2026, moving 48,000 units across 3 ASINs for 30.8% of Top 10 volume. NYX PROFESSIONAL MAKEUP follows with 39,000 units (25.0%), ahead of e.l.f. on 30,000 units (19.2%).
With 6 brands splitting the Top 10 and 75.0% 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 $6.50 to $9.91, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
MAYBELLINE
3 ASINs in Top 10
30.8%
Units
48K
Revenue
$501.4K
Avg. price
$9.91
B0GNTLR45X
$9.86·★4.2·1.4K revsMAYBELLINE Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
Units sold30KB00PFCT2R0
$9.89·★4.5·70.1K revsMAYBELLINE Lash Sensational Washable Mascara, Lengthening and Volumizing for a Full Fan Effect, Blackest Black, 1 Count
Units sold10KB074VGYK4X
$9.99·★4.5·115.9K revsMAYBELLINE Total Temptation Eyebrow Definer Pencil, Medium Brown, 1 Count
Units sold8K
NYX PROFESSIONAL MAKEUP
2 ASINs in Top 10
25.0%
Units
39K
Revenue
$371K
Avg. price
$8.98
B074Y8LM6T
$9.99·★4.5·107.4K revsNYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner - Black, Vegan Formula | Liquid Eyeliner with Waterproof, Smudge-proof & Transfer-Resistant Formula, Vegan & Cruelty Free
Units sold30KB005G9E9AW
$7.97·★4.5·103.3K revsNYX PROFESSIONAL MAKEUP Mechanical Eye Pencil,Vivid Rich Mechanical, Creamy Retractable Eyeliner - Always Onyx, Black Eyeliner
Units sold9K
e.l.f.
2 ASINs in Top 10
19.2%
Units
30K
Revenue
$170K
Avg. price
$6.50
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
$7.99·★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
Trending Maybelline Eyeliner 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. 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.
B0BFZ8JF7S
L'Oreal Paris Infallible Grip Mechanical Gel Eyeliner Pencil, Smudge-Resistant, Waterproof Eye Makeup with Up to 36HR Wear, Brown Denim, 0.01 Oz
Price
$8.24
Rating
4.4
Reviews
5.7K
Latest month sales
B0GNTLR45X
MAYBELLINE Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
Price
$9.86
Rating
4.2
Reviews
1.4K
Latest month sales
B003I6TLIA
MAYBELLINE Volum' Express The Falsies Waterproof Mascara, Volumizing and Separating Make Up Formula, Very Black, 1 Count
Unlock to view ASIN details and product titles
Price
$8.86
Rating
4.4
Reviews
5.9K
Latest month sales
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