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

LAURA GELLER NEW YORK is the best-performing powder foundation brand in July 2026, moving 38,000 units across 4 ASINs for 38.8% of Top 10 volume. MISSHA follows with 10,000 units (10.2%), ahead of e.l.f. on 10,000 units (10.2%).

Volume is spread across 7 brands, with the top three holding 59.2% 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 $6.00 to $29.92, 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, one ASIN forced its way in: B077T6F98M booked 8K units at $34.49, with ▲ 33.3% MoM change. On the growth side, B0D7LXLZ8W leads positive momentum with ▲ 200.0% MoM growth on 3K units, with B0D9R58R1B close behind at ▲ 100.0% MoM on 4K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.