Scrunchies Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Kitsch is the best-performing scrunchies brand in July 2026, moving 69,000 units across 5 ASINs for 53.5% of Top 10 volume. GOSICUKA follows with 20,000 units (15.5%), ahead of LuSeren on 20,000 units (15.5%).

With 5 brands splitting the Top 10 and 84.5% 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 $7.02 to $8.99, 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: B0DB1HPB3J booked 10K units at $5.06, with ▲ 100.0% MoM change. On the growth side, B07D5ZY3GZ leads positive momentum with ▲ 100.0% MoM growth on 20K units, with B09GYRBHBP close behind at ▲ 100.0% MoM 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.