flora and curl
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great9.6%search→purchase rate — share of searches ending in a sale
Competition
Great32%top-5 click share — an open shelf
Avg price
Great£15.78avg listing price — sweet spot $15–$100
Price range
Great£3.47–£52.59cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£640K£640K/yr · 424K searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Okay+19.6%90-day search growth — must beat 0% to launch
Review moat
Bad5,697.47avg incumbent reviews — the moat a new listing must climb
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, flora and curl is a £640K/yr Amazon United Kingdom market (424K searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 64/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
flora and curl market data
- Units sold / yr
- 30K–40K
- avg 750–1,000/product
- Revenue / yr
- £473K–£631K
- units × avg price
- Conversion rate
- 9.6%
- Avg BSR
- #127
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 6.2%
- Avg brand age
- 46 months
- Avg seller age
- 150 days
Competition & brand share
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.Brands
5 flat
Sellers
48
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
32%
Top 20: 82%
Open market
0%
- Only Curls42%
- Garnier25%
- Moroccanoil15%
- COLOR WOW15%
- Eve Curls4%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 50 weeks — +19.6% search growth over the last 90 days.Top flora and curl search terms
- only curls177K/yr
- eve curls hair products12K/yr
- only curls hair products40K/yr
- garnier method for curls27K/yr
- garnier curly hair products24K/yr
- eve curls8K/yr
- garnier curls16K/yr
- moroccanoil curl defining cream12K/yr
- moroccan oil curl defining cream16K/yr
- garnier curl8K/yr
Top flora and curl 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
COLOR WOW Dream Coat for Curly Hair Lightweight Anti-Frizz Spray for Bouncy Frizz-Free Waves and Curls 200ml
COLOR WOW£18.364.1★17,862 rev
Only Curls Hydrating Curl Crème 250ml Curly Hair Product Curl Enhancer & Control Hydrating Leave-in Styling Cream Soft Defined Frizz-Free Curls Vegan & Cruelty Free For All Curly Hair Types
Only Curls£13.644.4★295 rev
Only Curls Cleansing Bundle 300ml x2 Curly Hair Shampoo and Conditioner Sulphate-free Nourishing Gentle & Detangling Hydrated & Frizz-Free Vegan & Cruelty Free For All Curly Hair Types
Only Curls£26.714.6★199 rev
Moroccanoil Curl Defining Cream
Moroccanoil£8.974.3★29,882 rev
Moroccanoil Curl Defining Cream
Moroccanoil£22.994.3★29,882 rev
Newest
by launch date
Eve Curls Curl Defining Cream 200ml Lightweight Definition for Curly Hair | Vegan Sulphate & Silicone Free
Eve Curls£13.0822 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
Garnier Conditioner For Curly Hair And Coils Method For Curls With 14% Hyaluronic Moisture Complex Effectively Smooths And Makes Detangling 5x Easier For 100H Moisturised Feeling 200ml Bottle
Garnier£3.8117 rev
Garnier Hair Gel Method for Curls Flexi-Hold Curl Gel Nourishing Defining Curl Shape with a Long-Lasting Flexible Hold Humidity-Proof for All Curls & Type 4 Coils Vegan Formula 370ml
Garnier£4.7142 rev
Only Curls Starter Pack & Microfibre Towel Curl Defining Mini Set Nourishing Shampoo Detangling Conditioner Curl Creme Enhancing Gel & Curly Hair Wrap Frizz-Free Travel Pack 100ml x4
Only Curls£34.7841 rev
Trending
90-day click momentumEve Curls Curl Defining Cream 200ml Lightweight Definition for Curly Hair | Vegan Sulphate & Silicone Free
Eve Curls£13.083.8★
Only Curls Curl Refresh Spray 250ml Curly Hair Product Moisturising Styling Mist Next Day Curl Revitaliser Defined Hydrated & Frizz-Free Curls Without Stickiness For All Curly Hair Types
Only Curls£14.144.4★
Only Curls Starter Pack & Microfibre Towel Curl Defining Mini Set Nourishing Shampoo Detangling Conditioner Curl Creme Enhancing Gel & Curly Hair Wrap Frizz-Free Travel Pack 100ml x4
Only Curls£34.784.8★
Garnier Hair Gel Method for Curls Flexi-Hold Curl Gel Nourishing Defining Curl Shape with a Long-Lasting Flexible Hold Humidity-Proof for All Curls & Type 4 Coils Vegan Formula 370ml
Garnier£4.713.9★
Garnier Conditioner For Curly Hair And Coils Method For Curls With 14% Hyaluronic Moisture Complex Effectively Smooths And Makes Detangling 5x Easier For 100H Moisturised Feeling 200ml Bottle
Garnier£3.814.2★
What buyers say about flora and curl
What buyers praise and complain about, mined from review topics.What buyers love
“Perfect curls”
“Excellent Product”
“Beautiful smell”
“enhances those curls”
“is very soft”
“Great value”
“Smells great moisturizes so well”
“Easy to use”
“Fabulous product, has really helped my hair”
“Does exactly what it says”
What buyers complain about
“Expensive”
“a truly horrific hair damaging product”
“Terrible strong smell”
“it doesn't work as advertised”
“Doesnt work with frizz”
“Not very moisturising”
“Poor quality”
“Not as described”
“a bit greasy for my very fine hair”
“They both made my hair more wavy than usual”
Top return reasons
Common questions
- Is flora and curl profitable to sell on Amazon United Kingdom?
- The niche generates £640K/yr across 36 tracked products. 6 of 8 products launched in the last 360 days are still selling. 90-day search growth is +19.6%. Flapen's verdict: Worth a look (64/100).
- How competitive is the flora and curl niche?
- 5 brands and 48 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in flora and curl?
- Top complaints mined from reviews: Value For Money, Hair Related, Smell. The return rate is 0.1%.
- What does it cost to enter the flora and curl niche?
- Listings span £3.47–£52.59; the average listing price is £15.78 (sweet spot $15–$100). The average incumbent carries 5,697 reviews — the moat a new listing must climb.