Who makes e.l.f.? Amazon sales, products and sellers
Updated November 2026 with September 2026 data
At a glance
- Size
- Large
- $12.4M est./mo
- Trend
- Stable
- +1%, last 2 vs prior 2 months
- Ratings
- Strong
- 4.5 ★ · 1,565,975 reviews
- Who sells it
- Mostly one seller
- Top seller has 99% of units
e.l.f. estimated monthly revenue on Amazon
Our read on e.l.f.
e.l.f. ranks 1 of 134 brands in the Blush category on Amazon, with a 20% share of estimated category revenue. In September 2026, estimated revenue was $12.4M on 1,698,000 units, compared with $12.5M in June 2026, so the trend is stable across 4 months of data. The brand has 543 products selling and an average rating of 4.5, which falls in the Strong band, across 1,565,975 total reviews. Sales are concentrated: Amazon accounts for 99% of units, while 21 sellers are listed in total. The top products by estimated monthly units are the e.l.f. Pro Eyelash Curler at 52,000, the Power Grip Primer at 47,000 and the No Budge Retractable Eyeliner at 39,000.
Top e.l.f. products on Amazon
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| Product | Rating | Est. units/mo | Amazon link |
|---|---|---|---|
| e.l.f. Pro Eyelash Curler | 4.4 ★24,991 reviews | 52,000 | Check price on Amazon |
| e.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer | 4.6 ★43,852 reviews | 47,000 | Check price on Amazon |
| e.l.f. No Budge Retractable Eyeliner | 4.4 ★35,863 reviews | 39,000 | Check price on Amazon |
| e.l.f. Instant Lift Brow Pencil | 4.6 ★77,178 reviews | 27,000 | Check price on Amazon |
| e.l.f. Sheer For It Blush Tint, Cherry Cola | 4.4 ★11,789 reviews | 25,000 | Check price on Amazon |
| e.l.f. Cream Glide Lip Liner | 4.6 ★20,894 reviews | 23,000 | Check price on Amazon |
| e.l.f. Power Grip Dewy Setting Spray | 4.6 ★10,648 reviews | 22,000 | Check price on Amazon |
| e.l.f. Monochromatic Multi Stick | 4.4 ★99,164 reviews | 22,000 | Check price on Amazon |
| e.l.f. SKIN Holy Hydration! Makeup Melting Cleansing Balm | 4.7 ★17,887 reviews | 14,000 | Check price on Amazon |
| e.l.f. SKIN Holy Hydration! Thirst Burst Drops | 4.6 ★5,460 reviews | 14,000 | Check price on Amazon |
Who sells e.l.f.
- Amazon99%
- LHCDirect<1%
- Bow Buy inc<1%
- All goode for less<1%
- Cinnamon & Spice Boutique<1%
Share of estimated units sold in September 2026, by the seller holding the Buy Box.
Place in its category
#1 of 134
Rank 1 of 134 brands in Blush by estimated revenue in September 2026, with 20% of the category.
Frequently asked questions
Who makes e.l.f.?
e.l.f. is the brand name on 543 products we tracked on Amazon in September 2026 mostly in Blush (Beauty & Personal Care). The largest seller of e.l.f. products that month was Amazon, with 99% of estimated units. Amazon listings don't show the brand owner's legal name, so the brand's own website is the place to confirm its parent company.
How much does e.l.f. sell on Amazon?
e.l.f. sold an estimated $12.4M on Amazon in September 2026, about 1,698,000 units. That is +0% compared with June 2026. These are Ecominsights estimates, not figures reported by the brand.
What are e.l.f.'s best-selling products on Amazon?
By estimated units sold in September 2026: 1. e.l.f. Pro Eyelash Curler (about 52,000 units); 2. e.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer (about 47,000 units); 3. e.l.f. No Budge Retractable Eyeliner (about 39,000 units).