---
title: "Curly Hair Products — £1.1M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/curly-hair-products"
last_updated: "2026-08-08T21:31:22.467Z"
locale: en
meta:
description: "Niche score 58/100 · £1.1M/yr market · 2.0M searches/yr · £7.88 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 58/100 · £1.1M/yr market · 2.0M searches/yr · £7.88 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Curly Hair Products — £1.1M/yr Amazon UK Niche (2026) - Flapen"
---
# **curly hair products**
**Launch it**
A $1.1M/yr market growing +3.8% this quarter with returns at 0.1% — clears our launch bar.
Market size 80Growth 30Conversion 76Competition 58Returns 100Price range 35Avg price 22Brand share 52Review moat 23Quality gap 57
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.1M**
£1.1M/yr · 2.0M searches
**Conversion**
**Great****7.2%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****74%**
top-5 brand share — brands hold most of the demand
**Price range**
**Okay****£2.16–£21.85**
cheapest 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**
**Bad****7,260.76**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.88**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
50K30KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/beauty/curly-hair-products/trend)
## **Top curly hair products search terms**
- **curly hair products**626K/yr-7.6%2.9% conv. - **curl cream**458K/yr+15.8%5.8% conv. - **cantu**205K/yr+17.2%7.9% conv. - **wavy hair products**90K/yr+33.7%3.6% conv. - **curly hair**120K/yr-1.6%1.4% conv. - **curling cream**83K/yr+7.0%7.3% conv. - **cantu curling cream**97K/yr-5.0%17.2% conv. - **curl**38K/yr-3.7%1.1% conv. - **curl cream for curly hair**44K/yr-12.5%4.7% conv. - **curly hair cream**27K/yr-9.8%5.2% conv. [**All search terms **](https://flapen.com/research/uk/beauty/curly-hair-products/search-terms)
## **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.
0%5%£56K10%£113K15%£169K20%£225K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Cantu Moisturizing Curl Activator Cream 355ml ( Pack of 1)**CANTU**£4.74**4.4★29,923 rev](https://www.amazon.co.uk/dp/B009AZ3WH4) [2**Cantu Coconut Curling Cream 340g (Packaging may vary)**CANTU**£5.04**4.4★21,145 rev](https://www.amazon.co.uk/dp/B008D5I61Y) [3**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**£4.43**4.5★125 rev](https://www.amazon.co.uk/dp/B0FQPHLZ7R) [4**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**£2.41**4.3★1,814 rev](https://www.amazon.co.uk/dp/B016KTTDOI) [5**Moroccanoil Curl Defining Cream**Moroccanoil**£8.97**4.3★29,882 rev](https://www.amazon.co.uk/dp/B009PAF1WS)
**~~View all top sellers →~~**
### **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**£21.85**40 rev4mo ago](https://www.amazon.co.uk/dp/B0FNXCYJ7P) [**Aussie Bouncy Curls Bundle: Shampoo Deep Conditioner Leave in Curl Cream**Aussie**£11.44**2,373 rev9mo ago](https://www.amazon.co.uk/dp/B0FW4TSGV1) [**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**£4.43**125 rev10mo ago](https://www.amazon.co.uk/dp/B0FQPHLZ7R) [**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**£3.54**332 rev1y ago](https://www.amazon.co.uk/dp/B0DNZNFD33) [**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**£4.05**515 rev1y ago](https://www.amazon.co.uk/dp/B0DGQC59RP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£21.85**4.2★**▲ 291%**](https://www.amazon.co.uk/dp/B0FNXCYJ7P) [**Aussie Bouncy Curls Bundle: Shampoo Deep Conditioner Leave in Curl Cream**Aussie**£11.44**4.6★**▲ 238%**](https://www.amazon.co.uk/dp/B0FW4TSGV1) [**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**£4.43**4.5★**▲ 163%**](https://www.amazon.co.uk/dp/B0FQPHLZ7R) [**Umberto Giannini Curl Jelly Scrunching Jelly Vegan & Cruelty Free Frizz Styling Curl Control Hair Gel for Curly or Wavy Hair**Umberto Giannini**£6.95**4.4★**▲ 63%**](https://www.amazon.co.uk/dp/B01MU1R2P9) [**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**£4.05**4.4★**▲ 14%**](https://www.amazon.co.uk/dp/B0DGQC59RP)
**~~View all trending →~~**
## **What buyers say about curly hair products**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Curly Hair**17%
*“Great for curly hair”*
**Smell**15%
*“Beautiful smell”*
**Quality-Overall**13%
*“Quality is good and creamy”*
**Value For Money**7%
*“Good value for money”*
**Hair Styling**6%
*“Perfect Curls”*
**Moist/Dry**5%
*“Good moisturiser”*
**Soft Feel**4%
*“Gives a softer hair”*
**Hair Growth**3%
*“Helps bring my curls out”*
**Weight Light**2%
*“The cream is really lightweight”*
**Suitability Wavy Hair**2%
*“Great for wavy hair”*
### **What buyers complain about **
**Hair Related**10%
*“dullness in my hair”*
**Smell**7%
*“Terrible strong smell”*
**Value For Money**7%
*“Waste of money”*
**Oily/Greasy**6%
*“made my hair greasy”*
**Functionality-Overall**5%
*“Didn't work for me”*
**Moist/Dry**4%
*“It's not very moisturizing”*
**Suitability Curly Hair**4%
*“my son's curly hair is frizz it”*
**Adhesion/Stickiness**4%
*“Sticky”*
**Suitability Wavy Hair**3%
*“Doesn't hold waves/curls”*
**Suitability Short Hair**2%
*“Didn't work on my hair”*
### **Top return reasons **
**Functionality-Overall**20%
**Leak-Proof**11%
**Suitability Short Hair**11%
**Smell**7%
**Defective Material/Parts**6%
**Advertised Vs Actual Product**6%
**Suitability Curly Hair**5%
**Quality-Overall**4%
**Product Condition**4%
**Damage/Burn Hair**3%
## **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.
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