Too Faced Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

AOA STUDIO is the best-performing too faced brand in July 2026, moving 40,000 units across 1 ASIN for 27.0% of Top 10 volume. NYX PROFESSIONAL MAKEUP follows with 30,000 units (20.3%), ahead of LAURA GELLER NEW YORK on 20,000 units (13.5%).

With 9 brands splitting the Top 10 and 60.8% 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 $9.95 to $26.20, 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: B0F3J92Z7B booked 9K units at $5.79, with ▲ 0.0% MoM change. On the growth side, B06VXPSGN8 leads positive momentum with ▲ 200.0% MoM growth on 3K units, with B0852SZ4XN close behind at ▲ 125.0% MoM on 900 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.