hair mask
Worth a lookShows low returns (0.1%), but pricing outside the sweet spot ($6.97 avg) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Great£1.1M£1.1M/yr · 2.0M searches
Conversion
Great7.4%search→purchase rate — share of searches ending in a sale
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Price range
Okay£3.22–£25.44cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay78%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+2.1%90-day search growth — must beat 0% to launch
Review moat
Bad12,278.69avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.97avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, hair mask is a £1.1M/yr Amazon United Kingdom market (2.0M searches/yr). The top 5 brands hold 78% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
hair mask market data
- Units sold / yr
- 150K–200K
- avg 6,000–8,000/product
- Revenue / yr
- £1.0M–£1.4M
- units × avg price
- Conversion rate
- 7.4%
- Avg BSR
- #22
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 77%
- Out of stock
- 0.0%
- Avg brand age
- 66 months
- Avg seller age
- 148 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
13 falling
Sellers
194
Top-5 brand share
78%
Top 20: 100%
Top-5 click share
46%
Top 20: 91%
Open market
17%
- Garnier56%
- Aussie7%
- L'Oreal Paris5%
- L'Oréal Professionnel Paris5%
- Moroccanoil5%
- TRESemmé5%
- Open — no brand owns it (7 brands, 17%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +2.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top hair mask search terms
- hair mask1.0M/yr
- garnier hair food148K/yr
- hair masks for dry damaged hair154K/yr
- garnier hair mask86K/yr
- hair food78K/yr
- hair treatment88K/yr
- loreal hair mask54K/yr
- deep conditioning hair mask30K/yr
- hair mask for bleached hair41K/yr
- garnier shampoo and conditioner37K/yr
Top hair mask 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
Garnier Hair Food Multi-use Hair Treatment Mask Nourishes and Conditions Ideal for Dry Hair No Silicones Vegan Formula Banana Ultimate Blends 400ml
Garnier£3.484.6★19,997 rev
Garnier Hair Food 3-in-1 Hair Treatment Mask Smooths and Nourishes For Frizzy & Curly Hair No Silicones Vegan Formula Coconut and Macadamia Ultimate Blends 400ml
Garnier£3.794.6★26,942 rev
Garnier Hair Food 3-in-1 Hair Treatment Mask Intensely Nourishes and Repairs Hair For Damaged Hair No Silicones Vegan Formula Papaya Ultimate Blends 400ml
Garnier£3.654.6★26,936 rev
Garnier Ultimate Blends Pineapple Hair Food Multi-Use Mask Glowing Lengths for Fine Hair Up to 2X Less Split Ends Boosted with Vitamins C E F 400ml No Artificial Colorants Cruelty Free Vegan
Garnier£3.494.6★26,942 rev
LOreal Paris Elvive Dream Lengths Hair Mask Nourishing & Strengthening Treatment Enriched with Castor Oil For Long Damaged Hair 300ml
L'Oreal Paris£3.224.6★2,807 rev
Newest
by launch date
Garnier Hair Food Multi-Use Hair Treatment Mask Hydrates and Refreshes Oily Roots and Dry Ends with Kiwi and Menthol No Silicones for a Natural Feel Vegan Formula 400ml
Garnier£4.9426,942 rev
Garnier Keratin Sleek Hair Mask Up to 3 Days of Sleek & Shine with 13% Keratin Smoothing Complex and Argan Oil For Frizz Prone & Dry Hair Long Lasting Sleek Look 370ml
Garnier£4.2338 rev
Aussie Oh My Gloss Glossing Hair Mask 500ml Moisturises and Deeply Nourishes Dry and Dull Hair Restores Your Natural Gloss Infused with Australian Macadamia Nut Oil Vegan and Cruelty-Free
Aussie£5.36223 rev
Aussie Deeep Moisture Hair Mask 500ml Rehydrates Nourishes and Deeply Conditions Dry Thirsty Brittle Hair Infused with Jojoba Avocado and Australian Macadamia Nut Oils Vegan and Cruelty-Free
Aussie£4.94539 rev
Pantene Molecular Bond Repair Deep Conditioning Hair Treatment 300ml Mask
Pantene£3.98850 rev
Trending
90-day click momentumGarnier Keratin Sleek Hair Mask Up to 3 Days of Sleek & Shine with 13% Keratin Smoothing Complex and Argan Oil For Frizz Prone & Dry Hair Long Lasting Sleek Look 370ml
Garnier£4.234.4★
Garnier Hair Food Multi-Use Hair Treatment Mask Hydrates and Refreshes Oily Roots and Dry Ends with Kiwi and Menthol No Silicones for a Natural Feel Vegan Formula 400ml
Garnier£4.944.6★
K18 Mini Leave-In Molecular Hair Mask Repairs Dry or Damaged Hair Reverse Hair Damage from Bleach Colour Chemical Services & Heat 15ml
K18£25.444.3★
Herbal Essences Argan Oil Repair Hair Mask 500ml to Intensely Nourish Damaged Hair
Herbal Essences£4.264.6★
Aussie Deeep Moisture Hair Mask 500ml Rehydrates Nourishes and Deeply Conditions Dry Thirsty Brittle Hair Infused with Jojoba Avocado and Australian Macadamia Nut Oils Vegan and Cruelty-Free
Aussie£4.944.7★
What buyers say about hair mask
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful smell”
“Hair smooth”
“Excellent product”
“Good buy”
“helps with dry”
“Good on my hair”
“Really improved hair”
“CURLY HAIR”
“As advertised”
“My curls look super cute with this”
What buyers complain about
“Bad smell”
“doesnt moisturise hair at all”
“a little expensive”
“bigger then i thought it would be>”
“However after use I found no difference to my hair at all”
“doesn't help detangle. curly hair”
“Too greasy”
“Not good for my hair”
“Item look like it had been opened or used before”
“I wouldn't say it feels thick enough to be a mask”
Top return reasons
Common questions
- Is hair mask profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 26 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +2.1%. Flapen's verdict: Worth a look (55/100).
- How competitive is the hair mask niche?
- 13 brands and 194 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 78% of demand.
- What do buyers complain about in hair mask?
- Top complaints mined from reviews: Smell, Moist/Dry, Value For Money. The return rate is 0.1%.
- When does demand for hair mask peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the hair mask niche?
- Listings span £3.22–£25.44; the average listing price is £6.97 (sweet spot $15–$100). The average incumbent carries 12,279 reviews — the moat a new listing must climb.