Milani Tubing Mascara Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Milani Tubing Mascara sales on Amazon US totaled 505,900 units in July 2026 (▼ 38.8% vs. the prior month), generating an estimated $6,336,900 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 59.3% of unit volume and 56.4% of revenue, while a typical listing is priced at $14.50. The keyword itself pulled 33,142 Amazon queries over the same period (▲ 29.2% MoM).
Zooming out to the 12-month window ending July 2026, the milani tubing mascara Top 50 moved 6,536,000 units and $83,625,795 in cumulative sales — an average of 544,667 units and $6,968,816 per month. Monthly throughput topped out at 826,000 units in June 2026 and dipped to 312,400 in May 2026, leaving the latest reading 6.5% higher than August 2025.
Milani Tubing Mascara 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
505.9K
▼ 38.8% MoM
Monthly Revenue 2026/07
$6.3M
▼ 50.2% MoM
Top 10 Market Share 2026/07
59.3%
Milani Tubing Mascara Market Share & Sales Concentration on Amazon US — July 2026
The most-sold milani tubing mascara listing on Amazon US in July 2026 is ASIN B00T0C9XRK (Brand: Essence Cosmetics), which sold 80,000 units at $4.84 apiece — equal to 15.8% of every unit tracked in this report and 14% ahead of the No. 2 listing.
The Top 10 ASINs account for 300,000 units and $3,576,500 in July 2026 — 59.3% of unit volume and 56.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Milani Tubing Mascara' on Amazon
July 2026
Is 59.3% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00T0C9XRK
essence Lash Princess False Lash Effect Mascara, Black (Pack of 1) | Volumizing & Lengthening, Clump-Free Fiber Brush, Defines and Separates; Vegan, Cruelty Free, Paraben Free, Oil Free
80K
▼ 20.0%vs. prior month
$395.2K
latest month
12-month trend
B08H3JPH74
Maybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Blackest Black, 1 Count
70K
▼ 22.2%vs. prior month
$745.5K
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
B004BD107O
L’Oreal Paris Makeup Original Telescopic Mascara, Separating Mascara Volume and Length Formula, Washable, Blackest Black, 0.27 Fl Oz., 1 Count
20K
▼ 33.3%vs. prior month
$236.2K
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
B08H4FSGDW
Maybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Very Black, 1 Count
20K
▼ 33.3%vs. prior month
$182.2K
latest month
12-month trend
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Best Milani Tubing Mascara Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
MAYBELLINE is the best-performing milani tubing mascara brand in July 2026, moving 120,000 units across 3 ASINs for 40.0% of Top 10 volume. Essence Cosmetics follows with 80,000 units (26.7%), ahead of L'Oreal Paris on 30,000 units (10.0%).
With 7 brands splitting the Top 10 and 76.7% 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 $4.84 to $11.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
MAYBELLINE
3 ASINs in Top 10
40.0%
Units
120K
Revenue
$1.3M
Avg. price
$10.82
B08H3JPH74
$10.82·★4.5·188.2K revsMaybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Blackest Black, 1 Count
Units sold70KB0GNTLR45X
$10.82·★4.2·1.5K revsMaybelline Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
Units sold30KB08H4FSGDW
$10.82·★4.5·188.2K revsMaybelline Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Very Black, 1 Count
Units sold20K
Essence Cosmetics
1 ASIN in Top 10
26.7%
Units
80K
Revenue
$395.2K
Avg. price
$4.84
B00T0C9XRK
$4.84·★4.3·417.2K revsessence Lash Princess False Lash Effect Mascara, Black (Pack of 1) | Volumizing & Lengthening, Clump-Free Fiber Brush, Defines and Separates; Vegan, Cruelty Free, Paraben Free, Oil Free
Units sold80K
L'Oreal Paris
2 ASINs in Top 10
10.0%
Units
30K
Revenue
$354.8K
Avg. price
$11.97
B004BD107O
$11.97·★4.6·27.4K revsL’Oreal Paris Makeup Original Telescopic Mascara, Separating Mascara Volume and Length Formula, Washable, Blackest Black, 0.27 Fl Oz., 1 Count
Units sold20KB004BCXA7S
$11.97·★4.5·22.7K revsL'Oreal Paris Makeup Telescopic Original Lengthening Mascara, Carbon Black, 0.27 Fl Oz (Pack of 1)
Units sold10K
Trending Milani Tubing Mascara 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: B004BCXA7S booked 10K units at $11.97, with ▲ 0.0% MoM change. On the growth side, B0GNTLR45X leads positive momentum with ▲ 50.0% MoM growth 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.
B004BCXA7S
L'Oreal Paris Makeup Telescopic Original Lengthening Mascara, Carbon Black, 0.27 Fl Oz (Pack of 1)
Price
$11.97
Rating
4.5
Reviews
22.7K
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
$10.82
Rating
4.2
Reviews
1.5K
Latest month sales
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