---
title: "Curling Custard — £97K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/curling-custard"
last_updated: "2026-08-09T13:10:53.986Z"
locale: en
meta:
description: "Niche score 39/100 · £97K/yr market · 109K searches/yr · £8.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · £97K/yr market · 109K searches/yr · £8.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Curling Custard — £97K/yr Amazon UK Niche (2026) - Flapen"
---
# **curling custard**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 24Growth 25Conversion 87Competition 24Returns 100Price range 40Avg price 25Brand share 0Review moat 23Quality gap 55
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.1%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£3.98–£22.37**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Bad****-0.3%**
90-day search growth — must beat 0% to launch
**Avg price**
**Okay****£8.85**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£97K**
£97K/yr · 109K searches
**Competition**
**Bad****72%**
top-5 click share — a locked-up shelf
**Review moat**
**Bad****7,842.31**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, curling custard is a £97K/yr Amazon United Kingdom market (109K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 39/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **curling custard market data**
- **Units sold / yr**
- **10K–13K**
- avg 750–1,000/product
- **Revenue / yr**
- **£89K–£111K**
- units × avg price
- **Conversion rate**
- **10.1%**
- **Avg BSR**
- **#157**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **46%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **65 months**
- **Avg seller age**
- **154 days**
## **Competition & brand share**
The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**2 **—flat
**Sellers**
**71**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**72%**
Top 20: 100%
**Open market**
**0%**
- Aunt Jackie's97% - CANTU3% - Open — no brand owns it (0%)
## **Demand**
Weekly Amazon search volume, last 45 weeks — -0.3% search growth over the last 90 days.
3K2KSep '25Oct '25Dec '25Feb '26Mar '26May '26
[**Open Trend **](https://flapen.com/research/uk/beauty/curling-custard/trend)
## **Top curling custard search terms**
- **aunt jackies**22K/yr+101.4%9.7% conv. - **aunt jackies hair products**35K/yr-39.2%8.0% conv. - **curl lala**13K/yr+4.3%9.7% conv. - **auntie jackie hair products**8K/yr-15.3%7.1% conv. - **curl custard**6K/yr+7.9%5.1% conv. - **curling custard**6K/yr-3.2%2.2% conv. - **curl la la**5K/yr+3.3%11.9% conv. - **aunt jackies curl la la**5K/yr+4.3%14.1% conv. - **aunty jackie hair products**5K/yr-22.1%7.7% conv. - **curl lala leave in conditioner**4K/yr-38.4%7.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/curling-custard/search-terms)
## **Top curling custard products on Amazon**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%15%£15K30%£29K45%£44K60%£58K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Aunt Jackies Curls & Coils curl la la Defining Curl Custard Cream 426g**Aunt Jackie's**£7.48**4.6★584 rev](https://www.amazon.co.uk/dp/B087Y1PN22) [2**Aunt Jackies Quench Moisture Intensive Leave In Conditioner 355 ml**Aunt Jackie's**£7.43**4.5★16,209 rev](https://www.amazon.co.uk/dp/B00O82IGRK) [3**Aunt Jackies Dont Shrink Flaxseed Elongating Curling Gel 15 Ounce**Aunt Jackie's**£8.17**4.2★545 rev](https://www.amazon.co.uk/dp/B072MMTBCP) [4**Aunt Jackie Transform! Hydrating Leave-in Conditioner 15oz white**Aunt Jackie's**£8.39**4.4★1,360 rev](https://www.amazon.co.uk/dp/B0B7SKFQNT) [5**Aunt Jackies Curl La La Defining Curl Custard Fruity 426 g**Aunt Jackie's**£7.99**4.4★28,195 rev](https://www.amazon.co.uk/dp/B00OVQUQHG)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Aunt Jackie Transform! Hydrating Leave-in Conditioner 15oz white**Aunt Jackie's**£8.39**1,360 rev2y ago](https://www.amazon.co.uk/dp/B0B7SKFQNT) [**Aunt Jackies Curls & Coils curl la la Defining Curl Custard Cream 426g**Aunt Jackie's**£7.48**584 rev4y ago](https://www.amazon.co.uk/dp/B087Y1PN22) [**Aunt Jackies Grapeseed Frizz Patrol Setting Mousse 8.5oz**Aunt Jackie's**£8.46**1,200 rev7y ago](https://www.amazon.co.uk/dp/B07V5K6LCT) [**Aunt Jackies Grapeseed Ice Curls Curling Jelly**Aunt Jackie's**£8.78**1,875 rev7y ago](https://www.amazon.co.uk/dp/B07V3GGK3S) [**Aunt Jackies Knot On My Watch Instant Detangling Therapy 355 ml by Aunt Jackies**Aunt Jackie's**£8.22**60 rev9y ago](https://www.amazon.co.uk/dp/B01N3U27TC)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Cantu Define & Shine Custard 340g**CANTU**£3.98**4.3★**▲ 12%**](https://www.amazon.co.uk/dp/B00FFJ4UI4) [**Aunt Jackies in control 15oz - Anti-Poof Moisturizing & Softening Conditioner**Aunt Jackie's**£7.82**4.4★**▲ 12%**](https://www.amazon.co.uk/dp/B008R3GVN2) [**Aunt Jackies Curls & Coils curl la la Defining Curl Custard Cream 426g**Aunt Jackie's**£7.48**4.6★**▲ 10%**](https://www.amazon.co.uk/dp/B087Y1PN22) [**Aunt JackieS Curl La La Defining Curl Custard 15oz Jar (3 Pack)**Aunt Jackie's**£22.37**4.4★**— 1%**](https://www.amazon.co.uk/dp/B00GMP5D8G) [**Aunt Jackies Quench Moisture Intensive Leave In Conditioner 355 ml**Aunt Jackie's**£7.43**4.5★**— 0%**](https://www.amazon.co.uk/dp/B00O82IGRK)
**~~View all trending →~~**
## **What buyers say about curling custard**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Curly Hair**21%
*“Perfect Curls”*
**Quality-Overall**20%
*“Good hair product”*
**Smell**11%
*“First impression was the conditioner smells truly lovely”*
**Moist/Dry**6%
*“Perfect for dry”*
**Soft Feel**5%
*“soft to the touch”*
**Hair Styling**5%
*“A must-have for your styling routine”*
**Ease Of Use**4%
*“Easy to use”*
**Hair Growth**4%
*“Good product, helps to establish and hold curls”*
**Value For Money**3%
*“Value for money”*
**Efficiency**3%
*“Works well”*
### **What buyers complain about **
**Smell**17%
*“they've recently changed the formula so now it smells very chemically”*
**Suitability Short Hair**17%
*“Severe tangles and matting of 4c hair”*
**Dilute/Watery**8%
*“Too watery”*
**Ease Of Application**8%
*“difficult to apply”*
**Moist/Dry**5%
*“It tends to get dry”*
**Hair Related**4%
*“while I liked it I found my hair to have a weird feel to it if I wanted to transition to a straightening iron a day or two after using it”*
**Suitability Curly Hair**4%
*“Not much difference if you have thick afro hair”*
**Size-Overall**4%
*“I received a larger size cream than expected”*
**Brightness/Shine/Glow**3%
*“no real moisture or shine resulted from use”*
**Thickness**2%
*“It's not as thick as it was before I had Covid tellegenic hair loss”*
### **Top return reasons **
**Leak-Proof**30%
**Functionality-Overall**16%
**Contamination**8%
**Smell**8%
**Moist/Dry**6%
**Advertised Vs Actual Product**6%
**Suitability Short Hair**6%
**Natural Resource Wastage**4%
**Adhesion/Stickiness**4%
**Hair Related**4%
## **Common questions**
- **Is curling custard profitable to sell on Amazon United Kingdom?**
- The niche generates £97K/yr across 13 tracked products. 90-day search growth is -0.3%. Flapen's verdict: Skip it (39/100).
- **How competitive is the curling custard niche?**
- 2 brands and 71 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in curling custard?**
- Top complaints mined from reviews: Smell, Suitability Short Hair, Dilute/Watery. The return rate is 0.1%.
- **What does it cost to enter the curling custard niche?**
- Listings span £3.98–£22.37; the average listing price is £8.85 (sweet spot $15–$100). The average incumbent carries 7,842 reviews — the moat a new listing must climb.
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