Urban Decay Eyeliner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Urban Decay Eyeliner sales on Amazon US totaled 250,000 units in July 2026 (▼ 29.2% vs. the prior month), generating an estimated $2,875,570 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 60.8% of unit volume and 53.9% of revenue, while a typical listing is priced at $13.58. The keyword itself pulled 29,761 Amazon queries over the same period (▼ 38.9% MoM).
Zooming out to the 12-month window ending July 2026, the urban decay eyeliner Top 50 moved 3,420,050 units and $39,311,890 in cumulative sales — an average of 285,004 units and $3,275,991 per month. Monthly throughput topped out at 389,100 units in November 2025 and dipped to 167,700 in May 2026, leaving the latest reading 8.8% higher than August 2025.
Urban Decay Eyeliner 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
250K
▼ 29.2% MoM
Monthly Revenue 2026/07
$2.9M
▼ 34.4% MoM
Top 10 Market Share 2026/07
60.8%
Urban Decay Eyeliner Market Share & Sales Concentration on Amazon US — July 2026
The most-sold urban decay eyeliner listing on Amazon US in July 2026 is ASIN B074Y8LM6T (Brand: NYX PROFESSIONAL MAKEUP), which sold 30,000 units at $9.99 apiece — equal to 12.0% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 152,000 units and $1,551,220 in July 2026 — 60.8% of unit volume and 53.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Urban Decay Eyeliner' on Amazon
July 2026
Is 60.8% 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
B074Y8LM6T
NYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner - Black, Vegan Formula | Liquid Eyeliner with Waterproof, Smudge-proof & Transfer-Resistant Formula, Vegan & Cruelty Free
30K
▼ 25.0%vs. prior month
$299.4K
latest month
12-month trend
B07MWSXPT1
e.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Black
20K
▲ 0.0%vs. prior month
$100K
latest month
12-month trend
B000H3I2JG
Revlon ColorStay Pencil Waterproof Eyeliner, 202 Black Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
20K
▼ 33.3%vs. prior month
$157.2K
latest month
12-month trend
B01J1A3TFW
REVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 2 pack | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
20K
▼ 33.3%vs. prior month
$225K
latest month
12-month trend
B0BSR2ZBK1
Wonderskin Eyeliner Pencil 1440 Longwear Eyeliner Waterproof & Smudge Proof | Waterproof deep black eyeliner, smudge-proof formula glides on smoothly for precise, long-lasting definition.
20K
▲ 0.0%vs. prior month
$360K
latest month
12-month trend
B082YQ8TXR
wet n wild Mega Last Breakup Proof Liquid Eyeliner - Ultra-Fine Brush, Waterproof, 16-Hour Long-Lasting Wear- Cruelty-Free & Vegan - Black
10K
▲ 0.0%vs. prior month
$54.4K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Urban Decay Eyeliner Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
REVLON is the best-performing urban decay eyeliner brand in July 2026, moving 40,000 units across 2 ASINs for 26.3% of Top 10 volume. NYX PROFESSIONAL MAKEUP follows with 37,000 units (24.3%), ahead of e.l.f. on 20,000 units (13.2%).
With 7 brands splitting the Top 10 and 63.8% 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 $5.00 to $9.03, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
REVLON
2 ASINs in Top 10
26.3%
Units
40K
Revenue
$382.2K
Avg. price
$9.03
B000H3I2JG
$6.67·★4.5·54.2K revsRevlon ColorStay Pencil Waterproof Eyeliner, 202 Black Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold20KB01J1A3TFW
$11.38·★4.5·54.2K revsREVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 2 pack | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold20K
NYX PROFESSIONAL MAKEUP
2 ASINs in Top 10
24.3%
Units
37K
Revenue
$355.1K
Avg. price
$8.98
B074Y8LM6T
$9.99·★4.5·107.4K revsNYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner - Black, Vegan Formula | Liquid Eyeliner with Waterproof, Smudge-proof & Transfer-Resistant Formula, Vegan & Cruelty Free
Units sold30KB005G9E9FW
$7.97·★4.5·103.3K revsNYX PROFESSIONAL MAKEUP Vivid Rich Mechanical Eye Pencil, Vivid Rich Mechanical, Creamy Retractable Eyeliner - Smokin Topaz, Brown Eyeliner
Units sold7K
e.l.f.
1 ASIN in Top 10
13.2%
Units
20K
Revenue
$100K
Avg. price
$5.00
B07MWSXPT1
$5.00·★4.4·35.1K revse.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Black
Units sold20K
Trending Urban Decay Eyeliner 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. On the growth side, B0BFZ8JF7S leads positive momentum with ▲ 66.7% MoM growth on 5K 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.
B0BFZ8JF7S
L'Oreal Paris Infallible Grip Mechanical Gel Eyeliner Pencil, Smudge-Resistant, Waterproof Eye Makeup with Up to 36HR Wear, Brown Denim, 0.01 Oz
Price
$8.24
Rating
4.4
Reviews
5.7K
Latest month sales
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