Paulas Choice Bha Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

medicube is the best-performing paulas choice bha brand in July 2026, moving 100,000 units across 1 ASIN for 22.7% of Top 10 volume. MEDITHERAPY follows with 100,000 units (22.7%), ahead of CeraVe on 90,000 units (20.5%).

With 8 brands splitting the Top 10 and 65.9% 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 $11.99 to $18.90, 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, one ASIN forced its way in: B00V4PNAI4 booked 10K units at $42.00, with ▲ 0.0% MoM change. On the growth side, B0GSWZ96FS leads positive momentum with ▲ 122.2% MoM growth on 2K units, with B07C5SS6YD close behind at ▲ 100.0% MoM on 40K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.