Maybelline Fit Me Foundation Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Maybelline Fit Me Foundation sales on Amazon US totaled 231,700 units in July 2026 (▼ 14.4% vs. the prior month), generating an estimated $2,195,138 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 63.0% of unit volume and 65.0% of revenue, while a typical listing is priced at $9.24. The keyword itself pulled 20,463 Amazon queries over the same period (▲ 2.8% MoM).
Zooming out to the 12-month window ending July 2026, the maybelline fit me foundation Top 50 moved 2,468,800 units and $22,765,376 in cumulative sales — an average of 205,733 units and $1,897,115 per month. Monthly throughput topped out at 270,800 units in June 2026 and dipped to 146,100 in May 2026, leaving the latest reading 24.6% higher than August 2025.
Maybelline Fit Me Foundation 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
231.7K
▼ 14.4% MoM
Monthly Revenue 2026/07
$2.2M
▼ 13.4% MoM
Top 10 Market Share 2026/07
63.0%
Maybelline Fit Me Foundation Market Share & Sales Concentration on Amazon US — July 2026
The most-sold maybelline fit me foundation listing on Amazon US in July 2026 is ASIN B09XMYFTB7 (Brand: e.l.f.), which sold 30,000 units at $10.00 apiece — equal to 12.9% of every unit tracked in this report.
The Top 10 ASINs account for 146,000 units and $1,427,010 in July 2026 — 63.0% of unit volume and 65.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Maybelline Fit Me Foundation' on Amazon
July 2026
Is 63.0% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B09XMYFTB7
e.l.f. Power Grip Primer, Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup, Moisturizing & Priming, Vegan & Cruelty-Free, 0.811 Fl Oz
30K
▼ 25.0%vs. prior month
$300K
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
B01N9KIKZA
Milani Setting Spray + Primer, Make It Last Original Natural Finish | 3-In-1 Prime + Hydrate + Set. Up To 24 Hour Wear. Nourishing And Long-Wearing With A Natural Finish. Cruelty-Free
20K
▲ 0.0%vs. prior month
$216K
latest month
12-month trend
B004Y9GTOO
MAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
10K
▼ 50.0%vs. prior month
$99.6K
latest month
12-month trend
B008C13146
MAYBELLINE Dream Fresh Skin Hydrating BB cream, 8-in-1 Skin Perfecting Beauty Balm with Broad Spectrum SPF 30, Sheer Tint Coverage, Oil-Free, Light/Medium, 1 Fl Oz
10K
▼ 50.0%vs. prior month
$78.9K
latest month
12-month trend
B09ZYGP147
BEAKEY Powder Puff, 12pcs Face Triangle Powder Puffs for Loose & Foundation | Black Velvet Makeup Puff for Contouring & Baking, Ultra-soft Cloud Kiss Makeup Tools for Setting, Reusable & Washable
10K
▲ 0.0%vs. prior month
$58.6K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Maybelline Fit Me Foundation Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
MAYBELLINE is the best-performing maybelline fit me foundation brand in July 2026, moving 59,000 units across 4 ASINs for 40.4% of Top 10 volume. e.l.f. follows with 30,000 units (20.5%), ahead of Milani on 20,000 units (13.7%).
With 7 brands splitting the Top 10 and 74.7% 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 $9.69 to $10.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
MAYBELLINE
4 ASINs in Top 10
40.4%
Units
59K
Revenue
$591K
Avg. price
$9.69
B0GNTLR45X
$10.82·★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 sold30KB004Y9GTOO
$9.98·★4.4·35.5K revsMAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
Units sold10KB008C13146
$7.99·★4.5·21.4K revsMAYBELLINE Dream Fresh Skin Hydrating BB cream, 8-in-1 Skin Perfecting Beauty Balm with Broad Spectrum SPF 30, Sheer Tint Coverage, Oil-Free, Light/Medium, 1 Fl Oz
Units sold10KB0DMQM25H9
$9.97·★4.6·2.6K revsMAYBELLINE Grippy Serum Primer, Hydrating Makeup Primer with 2% Niacinamide For Up To 24HR Make Up Wear, Clear, 1 Count
Units sold9K
e.l.f.
1 ASIN in Top 10
20.5%
Units
30K
Revenue
$300K
Avg. price
$10.00
B09XMYFTB7
$10.00·★4.6·43K revse.l.f. Power Grip Primer, Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup, Moisturizing & Priming, Vegan & Cruelty-Free, 0.811 Fl Oz
Units sold30K
Milani
1 ASIN in Top 10
13.7%
Units
20K
Revenue
$216K
Avg. price
$9.99
B01N9KIKZA
$9.99·★4.5·36.3K revsMilani Setting Spray + Primer, Make It Last Original Natural Finish | 3-In-1 Prime + Hydrate + Set. Up To 24 Hour Wear. Nourishing And Long-Wearing With A Natural Finish. Cruelty-Free
Units sold20K
Trending Maybelline Fit Me Foundation 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. Specifically, one ASIN forced its way in: B0C6549757 booked 8K units at $5.99, with ▲ 0.0% MoM change. On the growth side, B0GNTLR45X leads positive momentum with ▲ 50.0% MoM growth on 30K units, with B00PFCT0CW close behind at ▲ 25.0% MoM on 1K 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.
B0C6549757
Foonbe Makeup Sponge Set, 7 Pcs Multi Colored Blender Sponges | Liquid Cream Powder Use, Latex Free Vegan & Cruelty-Free, with 1 Mini Sponge, Assorted Beauty Sponge Shapes, Travel Case
Price
$5.99
Rating
4.7
Reviews
3.9K
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
$10.82
Rating
4.2
Reviews
1.4K
Latest month sales
B00PFCT0CW
Maybelline Fit Me Matte + Poreless Liquid Oil-Free Foundation Makeup, Coconut, 1 Count (Packaging May Vary)
Unlock to view ASIN details and product titles
Price
$8.98
Rating
4.7
Reviews
3.1K
Latest month sales
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