Is grey hair cover up profitable to sell on Amazon United Kingdom?

The niche generates £270K/yr across 20 tracked products. 90-day search growth is +3.3%. Flapen's verdict: Skip it (49/100).

How competitive is the grey hair cover up niche?

7 brands and 84 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in grey hair cover up?

Top complaints mined from reviews: Suitability Colored Hair, Color, Value For Money. The return rate is 0.1%.

When does demand for grey hair cover up peak?

Demand is steady year-round — the busiest month runs 2.4× the quietest.

What does it cost to enter the grey hair cover up niche?

Listings span £2.78–£21.51; the average listing price is £10.24 (sweet spot $15–$100). The average incumbent carries 10,773 reviews — the moat a new listing must climb.

grey hair cover up

Skip it

Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Great9.1%

search→purchase rate — share of searches ending in a sale

Market size

Okay£270K

£270K/yr · 290K searches

Competition

Okay64%

top-5 click share — leaders hold, buyers still browse

Avg price

Okay£10.24

avg listing price — sweet spot $15–$100

Price range

Okay£2.78–£21.51

cheapest to priciest tracked listing — scored on the share inside $15–$100

Growth

Okay+3.3%

90-day search growth — must beat 0% to launch

Review moat

Bad10,772.8

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, grey hair cover up is a £270K/yr Amazon United Kingdom market (290K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 49/100.

Data updated Jul 20, 2026 · scored weekly · How we score niches

grey hair cover up market data

Units sold / yr: 25K–30K; avg 1,250–1,500/product
Revenue / yr: £256K–£307K; units × avg price
Conversion rate: 9.1%
Avg BSR: #12
Page quality: 0%
Prime: 100%
Sponsored: 95%
Out of stock: 0.0%
Avg brand age: 43 months
Avg seller age: 159 days

Competition & brand share

The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 rising

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

64%

Top 20: 100%

Open market

L'Oreal Paris49%
COLOR WOW40%
Boldify4%
ROOT PERFECT3%
Hair Genetics1%
Cover Your Gray1%
Open — no brand owns it (1 brand, 1%)

Demand & seasonality

Weekly Amazon search volume, last 80 weeks — +3.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 2.4×

Open Trend

Top grey hair cover up search terms

grey hair cover up39K/yr -0.2%3.0% conv.
colour wow root touch up31K/yr +14.9%11.4% conv.
loreal root touch up spray38K/yr +0.0%10.8% conv.
loreal magic retouch39K/yr -0.8%9.8% conv.
color wow root cover up16K/yr +7.5%10.1% conv.
magic retouch20K/yr +5.5%7.7% conv.
wow root cover up16K/yr +2.5%9.5% conv.
grey coverage touch up11K/yr +1.1%3.8% conv.
loreal root touch up13K/yr -16.0%5.2% conv.
magic retouch dark brown10K/yr -0.9%13.1% conv.

All search terms

Top grey hair cover up 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

COLOR WOW Root Cover Up Medium Brown Instant Root Touch Up Powder for Grey Coverage Highlight Blending and Fuller-Looking Hairlines | Award-Winning Water & Sweat Resistant

COLOR WOW£16.644.4★5,739 rev

LOréal Paris Dark Brown Magic Retouch Hair Colour Root Concealer Spray (75ml) Hair Dye Instant 100% Grey Coverage & Flawless Blend Quick & Easy Application

L'Oreal Paris£5.784.4★23,948 rev

LOréal Paris Brown Magic Retouch Hair Colour Root Concealer Spray (75ml) Hair Dye Instant 100% Grey Coverage & Flawless Blend Quick & Easy Application

L'Oreal Paris£5.754.4★23,948 rev

COLOR WOW Root Cover Up Dark Brown Instant Root Touch Up Powder for Grey Coverage Highlight Blending and Fuller-Looking Hairlines | Award-Winning Water & Sweat Resistant

COLOR WOW£16.744.0★4,556 rev

COLOR WOW Root Cover Up Light Brown Instant Root Touch Up Powder for Grey Coverage Highlight Blending and Fuller-Looking Hairlines | Award-Winning Water & Sweat Resistant

COLOR WOW£16.574.4★3,453 rev

Newest

by launch date

Jerome Russell Root Color Wand in MEDIUM BROWN | Instant Up To 100% Grey Coverage | Non-Sticky Formula | Long-Lasting Results | 18ml

Jerome Russell£5.39161 rev

1y ago

LOréal Paris Magic Retouch Instant Root Spray Dark Brown 4. Delivers flawless coverage for grey regrowth in 3 sec. 75ml Dark Brown 4 shade provides a quick easy natural-looking solution for roots.

L'Oreal Paris£6.33256 rev

4y ago

LOréal Paris Magic Retouch Instant Root Spray Light Brown 6. Gives flawless coverage for grey regrowth in 3 seconds. This 75ml spray offers quick easy and natural-looking root touch-up.

L'Oreal Paris£7.38101 rev

4y ago

BOLDIFY Hairline Powder - Root Touch Up Hair Color for Gray Coverage - Bald Spot Concealing Hair Powder for Women and Men - 24-Hour Stain-Proof - Light Brown

Boldify£12.2639,369 rev

5y ago

BOLDIFY Hairline Powder - Root Touch Up Hair Color for Gray Coverage - Bald Spot Concealing Hair Powder for Women and Men - 24-Hour Stain-Proof - Medium Brown

Boldify£12.3239,369 rev

5y ago

What buyers say about grey hair cover up

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall17%

“Product Colur Wow is excellent always covers up regrowth very well”

Color11%

“Colour is great”

Ease Of Use10%

“Easy to use”

Coverage10%

“It builds coverage gradually”

Value For Money7%

“Worth it”

Ease Of Application7%

“perfect application”

Advertised Vs Actual Product7%

“Works as intended”

Suitability Colored Hair5%

“Absolutely perfect if you have dark blonde hair”

Hair Styling3%

“Great for a quick fix for your roots”

Efficiency2%

“Effective”

What buyers complain about

Suitability Colored Hair10%

“Not good for my grey hair line :”

Color10%

“obviously not in Black”

Value For Money10%

“Waste of money”

Coverage9%

“Not very good coverage”

Functionality-Overall6%

“Didn't work”

Allergies6%

“It does leave a horrid feeling once on”

Size-Overall3%

“Packaging too big for small item”

Quality-Overall3%

“Rubbish”

Hair Related3%

“ruined my hair”

Damage/Burn Hair3%

“When l put it on my parting l found that it was staining my face and hands and towel, also it made my hair feel really tacky”

Top return reasons

Color65%

Advertised Vs Actual Product6%

Weight Light5%

Suitability Colored Hair5%

Adhesion/Stickiness4%

Defective Material/Parts3%

Ingredients-Overall1%

Water Resistance1%

Suitability Straight Hair1%

Paint Quality1%

Common questions

Is grey hair cover up profitable to sell on Amazon United Kingdom?: The niche generates £270K/yr across 20 tracked products. 90-day search growth is +3.3%. Flapen's verdict: Skip it (49/100).
How competitive is the grey hair cover up niche?: 7 brands and 84 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in grey hair cover up?: Top complaints mined from reviews: Suitability Colored Hair, Color, Value For Money. The return rate is 0.1%.
When does demand for grey hair cover up peak?: Demand is steady year-round — the busiest month runs 2.4× the quietest.
What does it cost to enter the grey hair cover up niche?: Listings span £2.78–£21.51; the average listing price is £10.24 (sweet spot $15–$100). The average incumbent carries 10,773 reviews — the moat a new listing must climb.