Tower 28 Concealer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Tower 28 Concealer sales on Amazon US totaled 129,700 units in July 2026 (▼ 33.4% vs. the prior month), generating an estimated $2,034,067 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 61.7% of unit volume and 61.8% of revenue, while a typical listing is priced at $16.76. The keyword itself pulled 48,669 Amazon queries over the same period (▲ 18.2% MoM).
Zooming out to the 12-month window ending July 2026, the tower 28 concealer Top 50 moved 1,493,500 units and $19,896,318 in cumulative sales — an average of 124,458 units and $1,658,026 per month. Monthly throughput topped out at 194,700 units in June 2026 and dipped to 83,700 in May 2026, leaving the latest reading 37.1% higher than August 2025.
Tower 28 Concealer 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
129.7K
▼ 33.4% MoM
Monthly Revenue 2026/07
$2M
▼ 42.3% MoM
Top 10 Market Share 2026/07
61.7%
Tower 28 Concealer Market Share & Sales Concentration on Amazon US — July 2026
The most-sold tower 28 concealer listing on Amazon US in July 2026 is ASIN B0GN8JW57H (Brand: Smooche), which sold 10,000 units at $39.00 apiece — equal to 7.7% of every unit tracked in this report.
The Top 10 ASINs account for 80,000 units and $1,257,290 in July 2026 — 61.7% of unit volume and 61.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Tower 28 Concealer' on Amazon
July 2026
Is 61.7% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B0GN8JW57H
Smooche Color Changing Foundation - Skin Tone Adapting Liquid Foundation for Women, Self Adjusting Natural Finish, Blurs Imperfections & Fine Lines, SPF 15,1.01 Fl Oz
10K
▲ 0.0%vs. prior month
$422.3K
latest month
12-month trend
B004Y9GTOO
MAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
10K
▼ 50.0%vs. prior month
$99.6K
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
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
B0C37GMSJS
Catrice Under Eye Brightener, Dark Circles Color Corrector (020 Warm Nude) | With Hyaluronic Acid & Shea Butter, Lightweight Buildable Hydrating Concealer, Vegan, Cruelty Free, Fragrance Free, 0.14 oz
10K
▲ 0.0%vs. prior month
$60K
latest month
12-month trend
B07ZQZVMRW
e.l.f. Hydrating Camo Concealer, Covers Blemishes & Under-Eye Circles, Full-Coverage & Delivers A Satin Finish, Vegan & Cruelty-Free, Light Ivory
8K
▲ 0.0%vs. prior month
$56K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Tower 28 Concealer Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
MAYBELLINE is the best-performing tower 28 concealer brand in July 2026, moving 23,000 units across 3 ASINs for 28.7% of Top 10 volume. e.l.f. follows with 14,000 units (17.5%), ahead of Smooche on 10,000 units (12.5%).
Volume is spread across 7 brands, with the top three holding 58.8% 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 $7.00 to $39.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
MAYBELLINE
3 ASINs in Top 10
28.7%
Units
23K
Revenue
$229K
Avg. price
$9.98
B004Y9GTOO
$9.98·★4.4·247.4K revsMAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 110, 1 Count (Packaging May Vary)
Units sold10KB07Q9V4KMJ
$9.98·★4.4·247.4K revsMAYBELLINE Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 115, 1 Count (Packaging May Vary)
Units sold7KB078GVTZF8
$9.98·★4.4·247.4K revsMaybelline Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, 100, 1 Count (Packaging May Vary)
Units sold6K
e.l.f.
2 ASINs in Top 10
17.5%
Units
14K
Revenue
$98K
Avg. price
$7.00
B07ZQZVMRW
$7.00·★4.5·64.9K revse.l.f. Hydrating Camo Concealer, Covers Blemishes & Under-Eye Circles, Full-Coverage & Delivers A Satin Finish, Vegan & Cruelty-Free, Light Ivory
Units sold8KB07ZR14WBZ
$7.00·★4.5·64.9K revse.l.f. Hydrating Camo Concealer, Covers Blemishes & Under-Eye Circles, Full-Coverage & Delivers A Satin Finish, Vegan & Cruelty-Free, Light Sand
Units sold6K
Smooche
1 ASIN in Top 10
12.5%
Units
10K
Revenue
$422.3K
Avg. price
$39.00
B0GN8JW57H
$39.00·★3.0·1.6K revsSmooche Color Changing Foundation - Skin Tone Adapting Liquid Foundation for Women, Self Adjusting Natural Finish, Blurs Imperfections & Fine Lines, SPF 15,1.01 Fl Oz
Units sold10K
Trending Tower 28 Concealer 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, 2 ASINs forced its way in: B07ZR14WBZ booked 6K units at $7.00, with ▲ 20.0% MoM change. On the growth side, B085P2WR9C leads positive momentum with ▲ 100.0% 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.
B07ZR14WBZ
e.l.f. Hydrating Camo Concealer, Covers Blemishes & Under-Eye Circles, Full-Coverage & Delivers A Satin Finish, Vegan & Cruelty-Free, Light Sand
Price
$7.00
Rating
4.5
Reviews
64.9K
Latest month sales
B0BGMBRQP7
Tower 28 MakeWaves Vegan Black Mascara - Volumizing & Lengthening Mascara for Sensitive Eyes - With Aquaflex Technology for Humidity-Proof Lift - Hypoallergenic Eye Makeup - Jet (0.29 oz)
Price
$20.00
Rating
4.2
Reviews
1.4K
Latest month sales
B085P2WR9C
e.l.f. Hydrating Camo Concealer, Covers Blemishes & Under-Eye Circles, Full-Coverage & Delivers A Satin Finish, Vegan & Cruelty-Free, Medium Warm
Unlock to view ASIN details and product titles
Price
$8.00
Rating
4.5
Reviews
63.9K
Latest month sales
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