Pimby Foundation Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

e.l.f. is the best-performing pimby foundation brand in July 2026, moving 30,000 units across 1 ASIN for 24.4% of Top 10 volume. Luxe Cosmetics follows with 20,000 units (16.3%), ahead of Smooche on 10,000 units (8.1%).

Volume is spread across 10 brands, with the top three holding 48.8% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $10.00 to $39.00, 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. Specifically, 2 ASINs forced its way in: B0C6549757 booked 8K units at $5.12, with ▲ 0.0% MoM change. On the growth side, B0DZ24JH29 leads positive momentum with ▲ 150.0% MoM growth 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.