---
title: "Flora and Curl — £640K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/flora-and-curl"
last_updated: "2026-08-09T16:12:30.348Z"
locale: en
meta:
description: "Niche score 64/100 · £640K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 64/100 · £640K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Flora and Curl — £640K/yr Amazon UK Niche (2026) - Flapen"
---
# **flora and curl**
**Worth a look**
Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 66Growth 50Conversion 85Competition 83Returns 99Price range 76Avg price 77Brand share 0Review moat 24Quality gap 65
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.6%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****32%**
top-5 click share — an open shelf
**Avg price**
**Great****£15.78**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£3.47–£52.59**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****£640K**
£640K/yr · 424K searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+19.6%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****5,697.47**
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, 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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '25Black Friday '25Prime Day '26Aug '25Sep '25Nov '25Jan '26Mar '26May '26
[**Open Trend **](https://flapen.com/research/uk/beauty/flora-and-curl/trend)
## **Top flora and curl search terms**
- **only curls**177K/yr+5.0%6.8% conv. - **eve curls hair products**12K/yr>1,000%1.2% conv. - **only curls hair products**40K/yr-10.9%7.5% conv. - **garnier method for curls**27K/yr+4.3%10.5% conv. - **garnier curly hair products**24K/yr+8.0%10.5% conv. - **eve curls**8K/yr+505.7%0.8% conv. - **garnier curls**16K/yr+53.2%11.7% conv. - **moroccanoil curl defining cream**12K/yr+110.1%16.0% conv. - **moroccan oil curl defining cream**16K/yr+28.5%17.2% conv. - **garnier curl**8K/yr+55.3%10.7% conv. [**All search terms **](https://flapen.com/research/uk/beauty/flora-and-curl/search-terms)
## **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.
0%3%£19K6%£38K9%£58K12%£77K101001K10K100K 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**COLOR WOW Dream Coat for Curly Hair Lightweight Anti-Frizz Spray for Bouncy Frizz-Free Waves and Curls 200ml**COLOR WOW**£18.36**4.1★17,862 rev](https://www.amazon.co.uk/dp/B07DCJ91HQ) [2**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**£13.64**4.4★295 rev](https://www.amazon.co.uk/dp/B0DP2XS85D) [3**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**£26.71**4.6★199 rev](https://www.amazon.co.uk/dp/B0DTKS8M8G) [4**Moroccanoil Curl Defining Cream**Moroccanoil**£8.97**4.3★29,882 rev](https://www.amazon.co.uk/dp/B009PAF1WS) [5**Moroccanoil Curl Defining Cream**Moroccanoil**£22.99**4.3★29,882 rev](https://www.amazon.co.uk/dp/B003RW2K0G)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Eve Curls Curl Defining Cream 200ml Lightweight Definition for Curly Hair | Vegan Sulphate & Silicone Free**Eve Curls**£13.08**22 rev8mo ago](https://www.amazon.co.uk/dp/B0F1YZVR44) [**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) [**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**£3.81**17 rev10mo ago](https://www.amazon.co.uk/dp/B0FQPJSNSZ) [**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**£4.71**42 rev10mo ago](https://www.amazon.co.uk/dp/B0FQPJYXZ6) [**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**£34.78**41 rev10mo ago](https://www.amazon.co.uk/dp/B0FQCPW7C9)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Eve Curls Curl Defining Cream 200ml Lightweight Definition for Curly Hair | Vegan Sulphate & Silicone Free**Eve Curls**£13.08**3.8★**▲ 271%**](https://www.amazon.co.uk/dp/B0F1YZVR44) [**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**£14.14**4.4★**▲ 266%**](https://www.amazon.co.uk/dp/B0DP2Y7FJB) [**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**£34.78**4.8★**▲ 149%**](https://www.amazon.co.uk/dp/B0FQCPW7C9) [**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**£4.71**3.9★**▲ 108%**](https://www.amazon.co.uk/dp/B0FQPJYXZ6) [**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**£3.81**4.2★**▲ 93%**](https://www.amazon.co.uk/dp/B0FQPJSNSZ)
**~~View all trending →~~**
## **What buyers say about flora and curl**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Curly Hair**15%
*“Perfect curls”*
**Quality-Overall**13%
*“Excellent Product”*
**Smell**12%
*“Beautiful smell”*
**Hair Styling**7%
*“enhances those curls”*
**Soft Feel**6%
*“is very soft”*
**Value For Money**6%
*“Great value”*
**Moist/Dry**5%
*“Smells great moisturizes so well”*
**Ease Of Use**3%
*“Easy to use”*
**Hair Growth**3%
*“Fabulous product, has really helped my hair”*
**Advertised Vs Actual Product**3%
*“Does exactly what it says”*
### **What buyers complain about **
**Value For Money**13%
*“Expensive”*
**Hair Related**11%
*“a truly horrific hair damaging product”*
**Smell**7%
*“Terrible strong smell”*
**Functionality-Overall**7%
*“it doesn't work as advertised”*
**Suitability Curly Hair**6%
*“Doesnt work with frizz”*
**Moist/Dry**5%
*“Not very moisturising”*
**Quality-Overall**4%
*“Poor quality”*
**Advertised Vs Actual Product**2%
*“Not as described”*
**Oily/Greasy**2%
*“a bit greasy for my very fine hair”*
**Suitability Wavy Hair**2%
*“They both made my hair more wavy than usual”*
### **Top return reasons **
**Motor Power**16%
**Leak-Proof**12%
**Suitability Short Hair**11%
**Functionality-Overall**9%
**Smell**7%
**Size-Overall**5%
**Defective Material/Parts**4%
**Product Condition**4%
**Hair Related**3%
**Value For Money**3%
## **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.
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