hair paste
Skip itA concentrated shelf (top 5 take 89% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible15.6%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay£3.62–£25.29cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+12.8%90-day search growth — must beat 0% to launch
Market size
Okay£145K£145K/yr · 101K searches
Avg price
Okay£9.21avg listing price — sweet spot $15–$100
Review moat
Bad5,185.11avg incumbent reviews — the moat a new listing must climb
Brand share
Bad95%top-5 brand share — brand-locked demand
Competition
Bad89%top-5 click share — a locked-up shelf
According to Flapen's Amazon United Kingdom niche tracking, hair paste is a £145K/yr Amazon United Kingdom market (101K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 44/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
hair paste market data
- Units sold / yr
- 15K–20K
- avg 1,250–1,500/product
- Revenue / yr
- £138K–£184K
- units × avg price
- Conversion rate
- 15.6%
- Avg BSR
- #17
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 89%
- Out of stock
- 0.0%
- Avg brand age
- 84 months
- Avg seller age
- 162 days
Competition & brand share
The top 5 products capture 89% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 falling
Sellers
133
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
89%
Top 20: 100%
Open market
3%
- Got2B72%
- American Crew10%
- Johnny's Chop Shop6%
- Fudge4%
- ManCave3%
- Slick Gorilla3%
- Open — no brand owns it (1 brand, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +12.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top hair paste search terms
- hair paste23K/yr
- got2b beach matt paste12K/yr
- hair paste men12K/yr
- matt paste7K/yr
- mens hair paste8K/yr
- matte paste6K/yr
- matte hair paste5K/yr
- matt hair paste4K/yr
- matt paste hair men4K/yr
- matte paste hair men4K/yr
Top hair 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.
All 9 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml
Got2B£3.624.6★1,163 rev
Schwarzkopf got2b PhenoMENal Moulding Vegan Medium Hold No Stickiness Natural Finish Silicone Free Hair Paste 100ml
Got2B£4.134.6★724 rev
American Crew Defining Paste with Medium Hold and Low Shine Gifts for Men for Thickening and Texture Matte Finish Hair Styling Wax for Men - 85 g
American Crew£10.154.4★9,083 rev
Johnnys Chop Shop - No. 1 Matt Paste In A Tin Strong Hold Natural Finish (75g)
Johnny's Chop Shop£6.854.4★1,166 rev
Fudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g
Fudge£7.724.1★1,063 rev
Newest
by launch dateFudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g
Fudge£7.721,063 rev
Slick Gorilla Lightwork Matte Hair Clay for Men Flexible Hold 70g
Slick Gorilla£10.603,024 rev
Johnnys Chop Shop - No. 1 Matt Paste In A Tin Strong Hold Natural Finish (75g)
Johnny's Chop Shop£6.851,166 rev
ManCave Texturising Hair Paste for Men Natural Looking Texture and Definition with Panthenol Arginine and Caffeine Flexible and Reworkable Hold Vegan Cruelty Free 75 ml Packaging May Vary
ManCave£5.38645 rev
Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml
Got2B£3.621,163 rev
Trending
90-day click momentumFudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g
Fudge£7.724.1★
Schwarzkopf got2b PhenoMENal Moulding Vegan Medium Hold No Stickiness Natural Finish Silicone Free Hair Paste 100ml
Got2B£4.134.6★
American Crew Fiber High Hold with Low Shine Gifts for Men for Thickening and Texture Matte Finish Hair Styling Wax for Men - 85 g
American Crew£9.144.4★
Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml
Got2B£3.624.6★
American Crew Defining Paste with Medium Hold and Low Shine Gifts for Men for Thickening and Texture Matte Finish Hair Styling Wax for Men - 85 g
American Crew£10.154.4★
What buyers say about hair paste
What buyers praise and complain about, mined from review topics.What buyers love
“Good hair product”
“It also smells lovely and fruity”
“Great for styling”
“As advertised”
“Good product at good price”
“simple hair gel”
“Decent for styling hair”
“It holds well”
“Great product good hold made my easy to style”
“It has amazing texture”
What buyers complain about
“Smells Awful”
“Dispenser USELESS”
“pump didnt work”
“Quality. Bad”
“this time i have found the paste to be very dry”
“Very poor at holding hair in place even when you use a lot”
“Almost impossible to use the dispenser”
“it doesnt push up at all so I cant do my hair properly”
“Waste of money”
“This is quite greasy”
Top return reasons
Common questions
- Is hair paste profitable to sell on Amazon United Kingdom?
- The niche generates £145K/yr across 9 tracked products. 90-day search growth is +12.8%. Flapen's verdict: Skip it (44/100).
- How competitive is the hair paste niche?
- 7 brands and 133 sellers compete. The top 5 products take 89% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in hair paste?
- Top complaints mined from reviews: Smell, Dispensing Mechanism, Motor Power. The return rate is 0.1%.
- When does demand for hair paste peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the hair paste niche?
- Listings span £3.62–£25.29; the average listing price is £9.21 (sweet spot $15–$100). The average incumbent carries 5,185 reviews — the moat a new listing must climb.