---
title: "Dry Shampoo Paste — £242K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/dry-shampoo-paste"
last_updated: "2026-08-09T16:11:47.153Z"
locale: en
meta:
description: "Niche score 51/100 · £242K/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £242K/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Dry Shampoo Paste — £242K/yr Amazon UK Niche (2026) - Flapen"
---
# **dry shampoo paste**
**Worth a look**
Shows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size 45Growth 54Conversion 77Competition 3Returns 99Price range 80Avg price 83Brand share 0Review moat 46Quality gap 76
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£18.07**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£10.45–£34.12**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****7.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Growth**
**Good****+26.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****1,852**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£242K**
£242K/yr · 179K searches
**Competition**
**Bad****97%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, dry shampoo paste is a £242K/yr Amazon United Kingdom market (179K searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **dry shampoo paste market data**
- **Units sold / yr**
- **15K–20K**
- avg 2,000–2,500/product
- **Revenue / yr**
- **£271K–£361K**
- units × avg price
- **Conversion rate**
- **7.5%**
- **Avg BSR**
- **#23**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **100%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **64 months**
- **Avg seller age**
- **167 days**
## **Competition & brand share**
The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**4 **▲rising
**Sellers**
**35**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**97%**
Top 20: 100%
**Open market**
**0%**
- Hanz de Fuko65% - BASED BODYWORKS26% - BlackMask6% - BSSET3%
## **Demand**
Weekly Amazon search volume, last 15 weeks — +26.5% search growth over the last 90 days.
5K3KSpike '26Apr '26Apr '26May '26May '26May '26Jun '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/beauty/dry-shampoo-paste/trend)
## **Top dry shampoo paste search terms**
- **based hair clay**41K/yr+50.6%0.8% conv. - **hanz de fuko claymation**36K/yr+67.8%17.7% conv. - **based clay**20K/yr+1.7%0.8% conv. - **hanz de fuko**22K/yr+9.8%9.5% conv. - **forte hair clay**11K/yr+3.2%1.4% conv. - **based pomade**9K/yr+8.5%3.4% conv. - **based bodyworks clay**5K/yr+109.2%0.4% conv. - **hair clay based**5K/yr-6.5%1.5% conv. - **forte texture clay**5K/yr+12.3%0.9% conv. - **salt grooming hybrid hair**6K/yr+1.8%0.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/dry-shampoo-paste/search-terms)
## **Top dry shampoo paste 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%£36K30%£73K45%£109K60%£145K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 6 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**HANZ DE FUKO Claymation | Premium All Natural Clay-Wax Hybrid Styling Product with High Hold Matte Finish | All Hair Types | 56g**Hanz de Fuko**£16.22**4.2★6,757 rev](https://www.amazon.co.uk/dp/7178679743) [2**BASED Pomade for Men Quality Hair Care with Medium Hold Natural Shine & Fragrance Easy to Apply & Great for All Hair Types Hydrating and Nourishing Pomade (3 Oz Pack of 1)**BASED BODYWORKS**£34.12**4.4★536 rev](https://www.amazon.co.uk/dp/B0DLJJMY9D) [3**Hanz de Fuko Gravity Paste Premium Mens Hair Styling Pomade High Hold Medium Shine Finish Certified Organic Ingredients - 56g**Hanz de Fuko**£16.04**4.4★242 rev](https://www.amazon.co.uk/dp/B00KL4W3OG) [4**Hanz de Fuko Quicksand Premium Mens Hair Styling Wax & Dry Shampoo Combo High Hold Ultra Matte Finish Certified Organic Ingredients 56g**Hanz de Fuko**£16.06**4.2★2,680 rev](https://www.amazon.co.uk/dp/B01I7WCPG4) [5**BlackMask Hair Clay for Men (3.52 oz) Matte Finish with Strong Hold Hair Styling Clay Adds Texture & Volume**BlackMask**£15.54**4.2★712 rev](https://www.amazon.co.uk/dp/B0DZRQLJDJ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**BlackMask Hair Clay for Men (3.52 oz) Matte Finish with Strong Hold Hair Styling Clay Adds Texture & Volume**BlackMask**£15.54**712 rev12mo ago](https://www.amazon.co.uk/dp/B0DZRQLJDJ) [**BASED Pomade for Men Quality Hair Care with Medium Hold Natural Shine & Fragrance Easy to Apply & Great for All Hair Types Hydrating and Nourishing Pomade (3 Oz Pack of 1)**BASED BODYWORKS**£34.12**536 rev1y ago](https://www.amazon.co.uk/dp/B0DLJJMY9D) [**BSSET Sea Salt Pomade 100ml - Strong Hold and Matte Finish for Thickening and Sculpting Hair**BSSET**£10.45**185 rev1y ago](https://www.amazon.co.uk/dp/B0DZCZ6CHT) [**HANZ DE FUKO Claymation | Premium All Natural Clay-Wax Hybrid Styling Product with High Hold Matte Finish | All Hair Types | 56g**Hanz de Fuko**£16.22**6,757 rev10y ago](https://www.amazon.co.uk/dp/7178679743) [**Hanz de Fuko Gravity Paste Premium Mens Hair Styling Pomade High Hold Medium Shine Finish Certified Organic Ingredients - 56g**Hanz de Fuko**£16.04**242 rev12y ago](https://www.amazon.co.uk/dp/B00KL4W3OG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BlackMask Hair Clay for Men (3.52 oz) Matte Finish with Strong Hold Hair Styling Clay Adds Texture & Volume**BlackMask**£15.54**4.2★**▲ 141%**](https://www.amazon.co.uk/dp/B0DZRQLJDJ) [**BSSET Sea Salt Pomade 100ml - Strong Hold and Matte Finish for Thickening and Sculpting Hair**BSSET**£10.45**4.3★**▲ 48%**](https://www.amazon.co.uk/dp/B0DZCZ6CHT) [**Hanz de Fuko Gravity Paste Premium Mens Hair Styling Pomade High Hold Medium Shine Finish Certified Organic Ingredients - 56g**Hanz de Fuko**£16.04**4.4★**▲ 21%**](https://www.amazon.co.uk/dp/B00KL4W3OG) [**BASED Pomade for Men Quality Hair Care with Medium Hold Natural Shine & Fragrance Easy to Apply & Great for All Hair Types Hydrating and Nourishing Pomade (3 Oz Pack of 1)**BASED BODYWORKS**£34.12**4.4★**▲ 11%**](https://www.amazon.co.uk/dp/B0DLJJMY9D) [**Hanz de Fuko Quicksand Premium Mens Hair Styling Wax & Dry Shampoo Combo High Hold Ultra Matte Finish Certified Organic Ingredients 56g**Hanz de Fuko**£16.06**4.2★**▼ 12%**](https://www.amazon.co.uk/dp/B01I7WCPG4)
**~~View all trending →~~**
## **What buyers say about dry shampoo paste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**32%
*“Excellent product”*
**Smell**13%
*“Smells good and easy to use”*
**Value For Money**10%
*“Good value for money”*
**Hair Styling**8%
*“seems good for most hair lengths”*
**Texture/Consistency-Overall**5%
*“Decent texture”*
**Durability**5%
*“lasts a long time”*
**Ease Of Use**4%
*“Easy to use”*
**Grip**4%
*“Good hold”*
**Ease Of Application**2%
*“Easy to apply”*
**Shape/Style**2%
*“Holds well and enables multiple styles”*
### **What buyers complain about **
**Value For Money**19%
*“Too expensive”*
**Quality-Overall**13%
*“Poor quality”*
**Strength**10%
*“not that strong of a hold”*
**Suitability Short Hair**10%
*“don't like the feel in my hair”*
**Smell**10%
*“Smells”*
**Oily/Greasy**8%
*“is greasy, doesn't hold well and leaves hair looking lifeless”*
**Hair Related**5%
*“If youve got thicker hair this product alone doesnt provide a strong enough hold for a slick back”*
**Texture/Consistency-Overall**5%
*“This is terrible now the texture is completely different the new formula is shocking this used to be the best matte clay ever”*
**Size-Overall**5%
*“Very good product bit smaller than expected”*
**Suitability Colored Hair**3%
*“makes your hair look grey”*
### **Top return reasons **
**Functionality-Overall**17%
**Advertised Vs Actual Product**8%
**Product Condition**8%
**Quality-Overall**7%
**Oily/Greasy**7%
**Suitability Short Hair**6%
**Smell**6%
**Adhesion/Stickiness**6%
**Hard Feel**4%
**Defective Material/Parts**4%
## **Common questions**
- **Is dry shampoo paste profitable to sell on Amazon United Kingdom?**
- The niche generates £242K/yr across 6 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +26.5%. Flapen's verdict: Worth a look (51/100).
- **How competitive is the dry shampoo paste niche?**
- 4 brands and 35 sellers compete. The top 5 products take 97% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in dry shampoo paste?**
- Top complaints mined from reviews: Value For Money, Quality-Overall, Strength. The return rate is 0.2%.
- **What does it cost to enter the dry shampoo paste niche?**
- Listings span £10.45–£34.12; the average listing price is £18.07 (sweet spot $15–$100). The average incumbent carries 1,852 reviews — the moat a new listing must climb.
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