Best Selling Makeup Brands on Amazon

See the full list of Market Leaders In Amazon Makeup for November 1, and read the full analysis below

Last updated : November 1, 2025

Top Brands on the Makeup category

See which brands are leading the Makeup category on amazon.com. Analyze data on top brands, including their revenue, product views, and conversion rates, offering a clear picture of brand competitiveness within the category.

Top Brands

Nov 2001 vs. Nov 2000

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Brand	Revenue share	Change	Product views	Change	CVR	Change	ASP	Change
tarte	3.07%	2.53pp	4.1M	433.53%	10.78%	70.47%	$21.12	19.93%
Clinique	2.05%	0.56pp	2.9M	62.64%	6.39%	55.59%	$19.09	14.28%
ELROEL	0.56%	0.56pp	2.2M	257.08%	10.38%	69.02%	$20.36	0.00%
Thrive Causemetics	0.67%	0.55pp	3.9M	49.45%	10.35%	52.57%	$1.59	18.17%
CHARLOTTE TILBURY	0.65%	0.46pp	4.1M	0.03%	10.50%	10.37%	$20.96	12.37%
tarte	3.07%	2.53pp	4.1M	433.53%	10.78%	70.47%	$21.12	19.93%
Clinique	2.05%	0.56pp	2.9M	62.64%	6.39%	55.59%	$19.09	14.28%
ELROEL	0.56%	0.56pp	2.2M	257.08%	10.38%	69.02%	$20.36	0.00%
Thrive Causemetics	0.67%	0.55pp	3.9M	49.45%	10.35%	52.57%	$1.59	18.17%
CHARLOTTE TILBURY	0.65%	0.46pp	4.1M	0.03%	10.50%	10.37%	$20.96	12.37%
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Channels Breakdown & Performance

Understand where the top brands in the Makeup category get their traffic. This section breaks down the leading traffic sources, revealing which channels drive the most visibility and sales for top-performing brands.

60%

40%

20%

0

On site search org

OSS paid

Refferal

Social

See how top brands drive traffic and sales on Amazon.

See full channel breakdown

tarte

Clinique

ELROEL

Thrive Causemetics

CHARLOTTE TILBURY

Top selling sub-categories in the Makeup category

Explore the breakdown of sub-categories within the Makeup category. This section provides insights into the performance of different sub-categories, helping to identify which segments are growing, which are most competitive, and where consumer interest is shifting.

Performance

Nov 2001 vs. Nov 2000

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Category	Unit sold	Change	Revenue	Change	Product views	Change
	< 50	3.48%	10.40%	5.69%	< 50	9.91%
Mascara	76	4.12%	9.83%	1.62%	100	11.23%
Eyeliner	< 50	7.72%	9.91%	0.94%	65	10.31%
Eyebrow Color	76	0.23%	5.48%	2.52%	100	9.85%
Eyeshadow	< 50	0.48%	19.78%	3.14%	65	7.50%
Lash Enhancers & Primers	Unlock full list >	7.93%	9.97%	5.10%	87	9.97%
	< 50	9.41%	2.81%	19.70%	86	6.89%
Foundation	91	14.52%	9.60%	18.37%	< 50	3.89%
Concealers & Neutralizers	91	4.01%	5.07%	8.73%	< 50	14.71%
Powder	99	9.85%	7.09%	9.22%	87	0.18%
Foundation Primers	< 50	7.12%	8.99%	1.98%	89	11.32%
Blush	Unlock full list >	3.85%	14.78%	6.00%	81	5.11%
	70	15.81%	3.21%	19.68%	99	6.61%
Lipstick	70	6.52%	15.80%	0.08%	99	8.96%
Lip Glosses	100	3.80%	5.26%	8.63%	78	15.05%
Lip Liners	56	8.75%	6.95%	7.41%	< 50	18.48%
Lip Stains	68	4.73%	13.32%	6.71%	< 50	4.26%
Lipstick Primers	Unlock full list >	9.82%	6.78%	9.14%	95	0.44%
	76	0.86%	7.36%	7.00%	100	19.46%
Temporary Tattoos	93	5.67%	2.45%	9.16%	74	0.86%
Body Paint	86	7.04%	4.26%	9.70%	98	3.17%
Body Glitter	55	5.96%	14.67%	0.78%	59	9.24%
Concealer	100	5.02%	4.06%	9.19%	77	12.99%
Bronzers	Unlock full list >	13.73%	4.48%	17.58%	99	5.57%
	97	7.65%	10.57%	4.22%	87	9.89%
Makeup Cleansing Wipes	99	6.62%	11.63%	9.94%	74	11.54%
Makeup Cleansing Water	< 50	1.60%	6.27%	15.54%	76	6.19%
Makeup Cleansing Oils	54	2.87%	9.84%	2.36%	55	7.88%
Makeup Cleansing Foams	72	0.50%	8.90%	12.70%	98	8.81%
Makeup Cleansing Creams	Unlock full list >	1.34%	9.88%	5.82%	68	5.19%
	< 50	3.48%	10.40%	5.69%	< 50	9.91%
Mascara	76	4.12%	9.83%	1.62%	100	11.23%
Eyeliner	< 50	7.72%	9.91%	0.94%	65	10.31%
Eyebrow Color	76	0.23%	5.48%	2.52%	100	9.85%
Eyeshadow	< 50	0.48%	19.78%	3.14%	65	7.50%
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Top Products on the Makeup Category

Discover the most-viewed products in the Makeup category. This section highlights the top-performing products based on product views, revenue, and units sold, giving a snapshot of what’s driving consumer interest and purchases.

Top products

Nov 2001 vs. Nov 2000

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Product	Category	Brand	Product Views	Change	Revenue	Change	Units Sold	Change
essence \| Lash Princess False Lash Effect Mascara \| Volumizing & Lengthening \| Cruelty Free & Paraben Free	...> Mascara	essence	1.5M	8.17%	6.13%	9.69%	94	0.16%
Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Blackest Black 1 Count	...> Mascara	Maybelline New York	912.9K	148.44%	11.64%	7.81%	71	11.47%
Anua Heartleaf Pore Control Cleansing Oil Oil Cleanser for Face Makeup Blackhead Remover Korean Skin Care 6.76 fl oz(200ml) (original)	...> Makeup Cleansing Oils	ANUA	839.1K	0.89%	1.82%	1.90%	97	1.69%
Neutrogena Makeup Remover Wipes Singles Individually Wrapped Daily Facial Cleanser Towelettes Gently Removes Oil & Makeup Alcohol-Free 20 ct	...> Makeup Cleansing Wipes	Neutrogena	772.3K	23.07%	12.02%	7.87%	< 50	14.33%
Westmore Beauty Body Coverage Perfector – Waterproof Leg & Body Makeup/Bronzer For Women - Best Tattoo Cover Up Makeup & Tattoo Concealer - 3.5 Oz Natural Radiance	...> Concealer	Westmore Beauty	595.3K	=	3.66%	15.49%	51	18.90%
essence \| Lash Princess False Lash Effect Mascara \| Volumizing & Lengthening \| Cruelty Free & Paraben Free	...> Mascara	essence	1.5M	8.17%	6.13%	9.69%	94	0.16%
Maybelline Lash Sensational Sky High Washable Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Formula Blackest Black 1 Count	...> Mascara	Maybelline New York	912.9K	148.44%	11.64%	7.81%	71	11.47%
Anua Heartleaf Pore Control Cleansing Oil Oil Cleanser for Face Makeup Blackhead Remover Korean Skin Care 6.76 fl oz(200ml) (original)	...> Makeup Cleansing Oils	ANUA	839.1K	0.89%	1.82%	1.90%	97	1.69%
Neutrogena Makeup Remover Wipes Singles Individually Wrapped Daily Facial Cleanser Towelettes Gently Removes Oil & Makeup Alcohol-Free 20 ct	...> Makeup Cleansing Wipes	Neutrogena	772.3K	23.07%	12.02%	7.87%	< 50	14.33%
Westmore Beauty Body Coverage Perfector – Waterproof Leg & Body Makeup/Bronzer For Women - Best Tattoo Cover Up Makeup & Tattoo Concealer - 3.5 Oz Natural Radiance	...> Concealer	Westmore Beauty	595.3K	=	3.66%	15.49%	51	18.90%
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Top-level analysis of the Makeup category on amazon.com

During November 1, the Makeup category on amazon.com generated a total revenue of $304.3M.

The leading brands in this category are tarte, Clinique, and ELROEL, which stand out in terms of revenue and consumer engagement.

The top-performing product was essence | Lash Princess False Lash Effect Mascara | Volumizing & Lengthening | Cruelty Free & Paraben Free, and it's the best-selling item in the category.