curly hair products
Launch itA $1.1M/yr market growing +3.8% this quarter with returns at 0.1% — clears our launch bar.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Great£1.1M£1.1M/yr · 2.0M searches
Conversion
Great7.2%search→purchase rate — share of searches ending in a sale
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Good74%top-5 brand share — brands hold most of the demand
Price range
Okay£2.16–£21.85cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+3.8%90-day search growth — must beat 0% to launch
Review moat
Bad7,260.76avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.88avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, curly hair products is a £1.1M/yr Amazon United Kingdom market (2.0M searches/yr). The top 5 brands hold 74% of demand. Demand peaks in Dec. Verdict: Launch it — 58/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
curly hair products market data
- Units sold / yr
- 125K–150K
- avg 3,000–4,000/product
- Revenue / yr
- £985K–£1.2M
- units × avg price
- Conversion rate
- 7.2%
- Avg BSR
- #26
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 88%
- Out of stock
- 2.4%
- Avg brand age
- 43 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
18 flat
Sellers
203
Top-5 brand share
74%
Top 20: 100%
Top-5 click share
50%
Top 20: 86%
Open market
23%
- CANTU44%
- Garnier10%
- Creightons8%
- Umberto Giannini6%
- Moroccanoil5%
- Aussie3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.8% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.7×
Top curly hair products search terms
- curly hair products626K/yr
- curl cream458K/yr
- cantu205K/yr
- wavy hair products90K/yr
- curly hair120K/yr
- curling cream83K/yr
- cantu curling cream97K/yr
- curl38K/yr
- curl cream for curly hair44K/yr
- curly hair cream27K/yr
Top curly hair products 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Cantu Moisturizing Curl Activator Cream 355ml ( Pack of 1)
CANTU£4.744.4★29,923 rev
Cantu Coconut Curling Cream 340g (Packaging may vary)
CANTU£5.044.4★21,145 rev
Garnier Curl Cream Method for Curls Air Dry Cream Leave-In Conditioner for All Curl Types & Type 4 Coils Anti-Frizz & Long-Lasting Definition Vegan 260ml
Garnier£4.434.5★125 rev
Creightons Frizz No More Curl Enhance Curl Cream 100ml Reduces Frizz Defines Curls & Adds Glossy Shine with Coconut & Camellia Oil | Humidity Defence Colour-Kind All Hair Types
Creightons£2.414.3★1,814 rev
Moroccanoil Curl Defining Cream
Moroccanoil£8.974.3★29,882 rev
Newest
by launch date
Wavy Everyday Curl Cream for Men Lightweight Curl Styling Cream with Natural Hold Frizz Control Textured Definition Naturally Scented with Lemon Pepper Clary & Geranium
wavy£21.8540 rev
Aussie Bouncy Curls Bundle: Shampoo Deep Conditioner Leave in Curl Cream
Aussie£11.442,373 rev
Garnier Curl Cream Method for Curls Air Dry Cream Leave-In Conditioner for All Curl Types & Type 4 Coils Anti-Frizz & Long-Lasting Definition Vegan 260ml
Garnier£4.43125 rev
TRESemmé Flawless Curls Leave-In Cream Hair Serum hair treatment with Coconut Oil & Ceramide for deep nourishment & up to 72-hour curl definition 200 ml
TRESemmé£3.54332 rev
Garnier Method for Curls Shape Refresh Spray Curls Look Moisturised & Defined Curl Refresher Spray Designed for All Curl Types Including Type 4 Coils Vegan Formula 150ml
Garnier£4.05515 rev
Trending
90-day click momentumWavy Everyday Curl Cream for Men Lightweight Curl Styling Cream with Natural Hold Frizz Control Textured Definition Naturally Scented with Lemon Pepper Clary & Geranium
wavy£21.854.2★
Aussie Bouncy Curls Bundle: Shampoo Deep Conditioner Leave in Curl Cream
Aussie£11.444.6★
Garnier Curl Cream Method for Curls Air Dry Cream Leave-In Conditioner for All Curl Types & Type 4 Coils Anti-Frizz & Long-Lasting Definition Vegan 260ml
Garnier£4.434.5★
Umberto Giannini Curl Jelly Scrunching Jelly Vegan & Cruelty Free Frizz Styling Curl Control Hair Gel for Curly or Wavy Hair
Umberto Giannini£6.954.4★
Garnier Method for Curls Shape Refresh Spray Curls Look Moisturised & Defined Curl Refresher Spray Designed for All Curl Types Including Type 4 Coils Vegan Formula 150ml
Garnier£4.054.4★
What buyers say about curly hair products
What buyers praise and complain about, mined from review topics.What buyers love
“Great for curly hair”
“Beautiful smell”
“Quality is good and creamy”
“Good value for money”
“Perfect Curls”
“Good moisturiser”
“Gives a softer hair”
“Helps bring my curls out”
“The cream is really lightweight”
“Great for wavy hair”
What buyers complain about
“dullness in my hair”
“Terrible strong smell”
“Waste of money”
“made my hair greasy”
“Didn't work for me”
“It's not very moisturizing”
“my son's curly hair is frizz it”
“Sticky”
“Doesn't hold waves/curls”
“Didn't work on my hair”
Top return reasons
Common questions
- Is curly hair products profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 33 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +3.8%. Flapen's verdict: Launch it (58/100).
- How competitive is the curly hair products niche?
- 18 brands and 203 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 74% of demand.
- What do buyers complain about in curly hair products?
- Top complaints mined from reviews: Hair Related, Smell, Value For Money. The return rate is 0.1%.
- When does demand for curly hair products peak?
- Demand peaks in Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the curly hair products niche?
- Listings span £2.16–£21.85; the average listing price is £7.88 (sweet spot $15–$100). The average incumbent carries 7,261 reviews — the moat a new listing must climb.