Top-Ranked Drugstore Lip Liners by Retailer and Sales Data
Walmart lists NYX Professional Makeup HD Lip Liner Pencil as a high-volume lip liner drugstore SKU with a median price around $4.50 per unit as of mid-2025, supported by Walmart e-commerce category pages and fulfillment data. Target carries the e.l.f. Studio Lip Liner Pencil in multiple shades, with Target reported prices typically in the $3 to $5 range, and Target Circle digital coupons often reduce the effective price further. Sephora’s mass-market section stocks the NYX Professional Makeup HD Lip Liner Pencil and the NYX Butter Lip Liner, with Sephora.com listing the HD pencil around $5.00 and the Butter pencil around $4.50, reflecting Sephora’s mass-market pricing tier within prestige-adjacent assortment. For a detailed overview of NYX’s product portfolio and distribution, see the NYX Professional Makeup brand overview on the L'Oréal corporate site L'Oréal NYX brand page.
Ulta Beauty carries the NYX Professional Makeup HD Lip Liner Pencil, the e.l.f. Studio Lip Liner Pencil, and the Revlon ColorStay Lip Liner, with Ulta.com list prices typically ranging from $4 to $7, and Ulta loyalty promotions often lowering the net cost. Drugstore.com and similar online aggregators list the Revlon ColorStay Lip Liner and the NYX Butter Lip Liner, with reported prices in the $4 to $6 range, and many SKUs qualify for free shipping thresholds. For background on Revlon’s parent company and recent corporate filings, see Revlon’s investor relations page Revlon Investor Relations. The e.l.f. Cosmetics brand is publicly traded on the NYSE under ELF, and the company’s 2024 annual report and 10-K filings provide details on mass-market channel mix and revenue by retailer e.l.f. 10-K on SEC.gov.
Pricing, Formulation, and Shade Range Comparison
NYX Professional Makeup HD Lip Liner Pencil uses a wax-based formula with a fine-tip applicator, and the product is available in over 30 shades as of mid-2025, with shade names and counts listed on NYX.com and Walmart.com product pages. e.l.f. Studio Lip Liner Pencil uses a vegan, paraben-free formula and is available in over 20 shades, with e.l.f. product pages specifying shade codes and finish as matte or satin. For a detailed ingredient and formulation comparison, see the e.l.f. cosmetics product page e.l.f. Studio Lip Liner product page. Revlon ColorStay Lip Liner features a long-wear, transfer-resistant formula and is available in approximately 12 core shades, with shade descriptions and ingredient lists listed on Revlon.com product pages.
Price per unit across the three brands typically ranges from $3.00 to $7.00 at U.S. drugstore and mass-market retailers, with unit price variations driven by retailer promotions, multi-packs, and loyalty program discounts. NYX and e.l.f. pencils are frequently sold in multi-packs on Amazon and Walmart.com, with reported multi-pack prices ranging from $8 to $15 for 2- to 4-p