Tarte Foundation Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Tarte Foundation sales on Amazon US totaled 171,300 units in July 2026 (▼ 61.6% vs. the prior month), generating an estimated $3,683,227 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 58.4% of unit volume and 52.4% of revenue, while a typical listing is priced at $23.58. The keyword itself pulled 12,520 Amazon queries over the same period (▼ 6.0% MoM).
Zooming out to the 12-month window ending July 2026, the tarte foundation Top 50 moved 2,294,350 units and $53,458,029 in cumulative sales — an average of 191,196 units and $4,454,836 per month. Monthly throughput topped out at 445,900 units in June 2026 and dipped to 113,200 in August 2025, leaving the latest reading 51.3% higher than August 2025.
Tarte 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
171.3K
▼ 61.6% MoM
Monthly Revenue 2026/07
$3.7M
▼ 68.1% MoM
Top 10 Market Share 2026/07
58.4%
Tarte Foundation Market Share & Sales Concentration on Amazon US — July 2026
The most-sold tarte foundation listing on Amazon US in July 2026 is ASIN B0G1VDB22X (Brand: Luxe Cosmetics), which sold 10,000 units at $15.99 apiece — equal to 5.8% of every unit tracked in this report.
The Top 10 ASINs account for 100,000 units and $1,930,300 in July 2026 — 58.4% of unit volume and 52.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Tarte Foundation' on Amazon
July 2026
Is 58.4% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B0G1VDB22X
Luxe Color Changing Foundation – Light
10K
▼ 50.0%vs. prior month
$307.1K
latest month
12-month trend
B00LNC3JD4
tarte colored clay cc undereye corrector – Full-Coverage Concealer with Vegan Squalane & Caffeine for Dark Circles & Discoloration, Smooths, Cruelty-Free, full size, light-medium peach
10K
▼ 66.7%vs. prior month
$318.1K
latest month
12-month trend
B01ACPW2QC
COVERGIRL Simply Ageless 3-in-1 Foundation - 220 Creamy Natural
10K
▲ 0.0%vs. prior month
$99.7K
latest month
12-month trend
B0BB6B581W
tarte tartelette tubing mascara – Lash Extensions in a Tube, Easy-to-Remove Eye Makeup, Clinically Proven to Volumize & Curl, 24Hr Smudge-Proof Longwear, Vegan & Cruelty-Free
10K
▼ 88.9%vs. prior month
$280K
latest month
12-month trend
B0BDW1MN6Y
Airspun Loose Setting Powder, Talc-Free, Pore Minimizer, Oil Absorbing Face Powder - Translucent
10K
▲ 0.0%vs. prior month
$67.4K
latest month
12-month trend
B0BWVXMWF5
Albeaut Concealer Brush, Angled Under Eye Makeup Small Foundation Precision Face Blending Brush (193 concealer brush), 1pc
10K
▲ 0.0%vs. prior month
$69.9K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Tarte Foundation Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
tarte is the best-performing tarte foundation brand in July 2026, moving 30,000 units across 3 ASINs for 30.0% of Top 10 volume. Luxe Cosmetics follows with 10,000 units (10.0%), ahead of COVERGIRL on 10,000 units (10.0%).
Volume is spread across 8 brands, with the top three holding 50.0% 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 $9.97 to $29.33, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
tarte
3 ASINs in Top 10
30.0%
Units
30K
Revenue
$878.1K
Avg. price
$29.33
B00LNC3JD4
$32.00·★4.2·2.2K revstarte colored clay cc undereye corrector – Full-Coverage Concealer with Vegan Squalane & Caffeine for Dark Circles & Discoloration, Smooths, Cruelty-Free, full size, light-medium peach
Units sold10KB0BB6B581W
$28.00·★4.3·5.5K revstarte tartelette tubing mascara – Lash Extensions in a Tube, Easy-to-Remove Eye Makeup, Clinically Proven to Volumize & Curl, 24Hr Smudge-Proof Longwear, Vegan & Cruelty-Free
Units sold10KB0D8CHGC5B
$28.00·★4.4·4.6K revstarte tartelette XL tubing mascara – Lash Extensions in a Tube with Peptide, Extra-Bold Buildable Lifted Length & Volume, Smudge-Proof Longwear, Easy-to-Remove, Vegan & Cruelty-Free
Units sold10K
Luxe Cosmetics
1 ASIN in Top 10
10.0%
Units
10K
Revenue
$307.1K
Avg. price
$15.99
B0G1VDB22X
$15.99·★3.9·2.6K revsLuxe Color Changing Foundation – Light
Units sold10K
COVERGIRL
1 ASIN in Top 10
10.0%
Units
10K
Revenue
$99.7K
Avg. price
$9.97
B01ACPW2QC
$9.97·★4.5·56.9K revsCOVERGIRL Simply Ageless 3-in-1 Foundation - 220 Creamy Natural
Units sold10K
Trending Tarte 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: B09WYT4QTJ booked 10K units at $13.60, with ▲ 0.0% MoM change. On the growth side, B07H621CZ6 leads positive momentum with ▲ 900.0% MoM growth on 1K units, with B0BHL4CT7Z close behind at ▲ 233.3% 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.
B09WYT4QTJ
Smashbox Photo Finish Primers | Face Primers for Makeup, Smooths Skin & Extends Makeup Wear | Hydrating, Pore-Minimizing & Mattifying Formulas
Price
$13.60
Rating
4.4
Reviews
4.7K
Latest month sales
B07H621CZ6
L'Oreal Paris Makeup Infallible Full Wear Waterproof Matte Concealer, Full Coverage, Cashmere, 0.33 fl. oz.
Price
$12.98
Rating
4.4
Reviews
4.5K
Latest month sales
B0BHL4CT7Z
Almay Anti-Aging Foundation, Smart Shade Face Makeup with Hyaluronic Acid, Niacinamide, Vitamin C & E, Hypoallergenic-Fragrance Free, 200 Light Medium, 1 Fl Oz (Pack of 1)
Unlock to view ASIN details and product titles
Price
$12.96
Rating
4.3
Reviews
1.9K
Latest month sales
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