Tarte Mascara Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Tarte Mascara sales on Amazon US totaled 577,000 units in July 2026 (▼ 41.7% vs. the prior month), generating an estimated $7,815,260 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 57.2% of unit volume and 44.6% of revenue, while a typical listing is priced at $16.62. The keyword itself pulled 58,311 Amazon queries over the same period (▼ 57.2% MoM).
Zooming out to the 12-month window ending July 2026, the tarte mascara Top 50 moved 7,847,300 units and $110,571,924 in cumulative sales — an average of 653,942 units and $9,214,327 per month. Monthly throughput topped out at 990,000 units in June 2026 and dipped to 431,000 in May 2026, leaving the latest reading 1.2% lower than August 2025.
Tarte 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
577K
▼ 41.7% MoM
Monthly Revenue 2026/07
$7.8M
▼ 53.5% MoM
Top 10 Market Share 2026/07
57.2%
Tarte Mascara Market Share & Sales Concentration on Amazon US — July 2026
The most-sold tarte mascara listing on Amazon US in July 2026 is ASIN B00U2VQZDS (Brand: Neutrogena), which sold 100,000 units at $9.97 apiece — equal to 17.3% of every unit tracked in this report and 25% ahead of the No. 2 listing.
The Top 10 ASINs account for 330,000 units and $3,485,900 in July 2026 — 57.2% of unit volume and 44.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Tarte Mascara' on Amazon
July 2026
Is 57.2% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00U2VQZDS
Neutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
100K
▲ 0.0%vs. prior month
$997K
latest month
12-month trend
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
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
B07TXJHYKB
essence Lash Princess False Lash Waterproof Mascara, Black (Pack of 1) | Lengthens & Adds Volume, No Smudge, No Flake, Long Lasting, Fiber Brush, Vegan & Cruelty Free, Paraben Free
20K
▼ 33.3%vs. prior month
$99.4K
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 Tarte Mascara Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Neutrogena is the best-performing tarte mascara brand in July 2026, moving 100,000 units across 1 ASIN for 30.3% of Top 10 volume. Essence Cosmetics follows with 100,000 units (30.3%), ahead of MAYBELLINE on 50,000 units (15.2%).
With 7 brands splitting the Top 10 and 75.8% 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 $4.90 to $9.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Neutrogena
1 ASIN in Top 10
30.3%
Units
100K
Revenue
$997K
Avg. price
$9.97
B00U2VQZDS
$9.97·★4.8·121.2K revsNeutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
Units sold100K
Essence Cosmetics
2 ASINs in Top 10
30.3%
Units
100K
Revenue
$494.6K
Avg. price
$4.90
B00T0C9XRK
$4.84·★4.3·401.1K 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 sold80KB07TXJHYKB
$4.97·★4.4·82.7K revsessence Lash Princess False Lash Waterproof Mascara, Black (Pack of 1) | Lengthens & Adds Volume, No Smudge, No Flake, Long Lasting, Fiber Brush, Vegan & Cruelty Free, Paraben Free
Units sold20K
MAYBELLINE
2 ASINs in Top 10
15.2%
Units
50K
Revenue
$505K
Avg. price
$9.81
B0GNTLR45X
$9.86·★4.2·1.3K 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
$9.77·★4.5·188K revsMAYBELLINE Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Very Black, 1 Count
Units sold20K
Trending Tarte 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, 3 ASINs forced its way in: B0F566TFJN booked 20K units at $26.00, with ▲ 0.0% MoM change.
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.
B0F566TFJN
Thrive Causemetics Liquid Lash Extensions Mascara, Rich Black Shade | Tubing Formula Lengthens, Volumizes, Curls, Smudge Proof, Washable, No Clumping or Flaking, Vegan & Cruelty Free, Brynn Shade
Price
$26.00
Rating
4.4
Reviews
4.6K
Latest month sales
B004BCTFVS
L'Oréal Paris Voluminous Original Mascara, Blackest Black, 0.28 fl. oz.
Price
$8.99
Rating
4.4
Reviews
21.2K
Latest month sales
B00EMAM9BC
COVERGIRL Lash Blast Volume Mascara - 800 Very Black
Unlock to view ASIN details and product titles
Price
$7.18
Rating
4.4
Reviews
21.2K
Latest month sales
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