Nyx Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

NYX PROFESSIONAL MAKEUP is the best-performing nyx brand in July 2026, moving 98,000 units across 8 ASINs for 66.2% of Top 10 volume. e.l.f. follows with 50,000 units (33.8%).

With 2 brands splitting the Top 10 and 100.0% 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 $7.89 to $10.17, 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, B0G5T5NMJZ leads positive momentum with ▲ 100.0% MoM growth on 4K units, with B0FZCF886G close behind at ▲ 100.0% MoM on 2K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.