Vaseline Lip Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Aquaphor is the best-performing vaseline lip brand in July 2026, moving 80,000 units across 3 ASINs for 55.2% of Top 10 volume. Vaseline follows with 38,000 units (26.2%), ahead of e.l.f. on 10,000 units (6.9%).

With 5 brands splitting the Top 10 and 88.3% 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 $4.00 to $8.10, 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, 2 ASINs forced its way in: B07LHBLVYJ booked 9K units at $2.99, with ▲ 28.6% MoM change. On the growth side, B008SQSBJK leads positive momentum with ▲ 100.0% MoM growth on 20K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.