---
title: "Hair Paste — £145K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/hair-paste"
last_updated: "2026-08-05T22:35:53.194Z"
locale: en
meta:
description: "Niche score 44/100 · £145K/yr market · 101K searches/yr · £9.21 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · £145K/yr market · 101K searches/yr · £9.21 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Hair Paste — £145K/yr Amazon UK Niche (2026) - Flapen"
---
# **hair paste**
**Skip it**
A concentrated shelf (top 5 take 89% of clicks) — this niche doesn't clear our bar today.
Market size 31Growth 41Conversion 97Competition 10Returns 99Price range 47Avg price 27Brand share 13Review moat 24Quality gap 58
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.6%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£3.62–£25.29**
cheapest 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****£9.21**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****5,185.11**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****95%**
top-5 brand share — brand-locked demand
**Competition**
**Bad****89%**
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 ~~](https://flapen.com/research/methodology)
## **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.
3K2KSpike '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/beauty/hair-paste/trend)
## **Top hair paste search terms**
- **hair paste**23K/yr+5.3%4.1% conv. - **got2b beach matt paste**12K/yr+40.6%21.9% conv. - **hair paste men**12K/yr+2.6%6.2% conv. - **matt paste**7K/yr+31.2%6.4% conv. - **mens hair paste**8K/yr+2.5%4.3% conv. - **matte paste**6K/yr+10.4%4.9% conv. - **matte hair paste**5K/yr+3.0%3.7% conv. - **matt hair paste**4K/yr+39.8%6.1% conv. - **matt paste hair men**4K/yr+12.5%10.0% conv. - **matte paste hair men**4K/yr-0.3%6.0% conv. [**All search terms **](https://flapen.com/research/uk/beauty/hair-paste/search-terms)
## **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.
0%15%£22K30%£43K45%£65K60%£87K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 9 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml**Got2B**£3.62**4.6★1,163 rev](https://www.amazon.co.uk/dp/B014G3E020) [2**Schwarzkopf got2b PhenoMENal Moulding Vegan Medium Hold No Stickiness Natural Finish Silicone Free Hair Paste 100ml**Got2B**£4.13**4.6★724 rev](https://www.amazon.co.uk/dp/B014G3E4NK) [3**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**£10.15**4.4★9,083 rev](https://www.amazon.co.uk/dp/B002CMVU7Q) [4**Johnnys Chop Shop - No. 1 Matt Paste In A Tin Strong Hold Natural Finish (75g)**Johnny's Chop Shop**£6.85**4.4★1,166 rev](https://www.amazon.co.uk/dp/B07NDHJGGN) [5**Fudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g**Fudge**£7.72**4.1★1,063 rev](https://www.amazon.co.uk/dp/B081ZC3WX5)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Fudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g**Fudge**£7.72**1,063 rev6y ago](https://www.amazon.co.uk/dp/B081ZC3WX5) [**Slick Gorilla Lightwork Matte Hair Clay for Men Flexible Hold 70g**Slick Gorilla**£10.60**3,024 rev6y ago](https://www.amazon.co.uk/dp/B07ZVSLYKL) [**Johnnys Chop Shop - No. 1 Matt Paste In A Tin Strong Hold Natural Finish (75g)**Johnny's Chop Shop**£6.85**1,166 rev7y ago](https://www.amazon.co.uk/dp/B07NDHJGGN) [**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**£5.38**645 rev8y ago](https://www.amazon.co.uk/dp/B071NTN1KQ) [**Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml**Got2B**£3.62**1,163 rev10y ago](https://www.amazon.co.uk/dp/B014G3E020)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Fudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g**Fudge**£7.72**4.1★**▲ 43%**](https://www.amazon.co.uk/dp/B081ZC3WX5) [**Schwarzkopf got2b PhenoMENal Moulding Vegan Medium Hold No Stickiness Natural Finish Silicone Free Hair Paste 100ml**Got2B**£4.13**4.6★**▲ 18%**](https://www.amazon.co.uk/dp/B014G3E4NK) [**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**£9.14**4.4★**▲ 10%**](https://www.amazon.co.uk/dp/B0007CXWC4) [**Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml**Got2B**£3.62**4.6★**— 2%**](https://www.amazon.co.uk/dp/B014G3E020) [**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**£10.15**4.4★**— 1%**](https://www.amazon.co.uk/dp/B002CMVU7Q)
**~~View all trending →~~**
## **What buyers say about hair paste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**23%
*“Good hair product”*
**Smell**14%
*“It also smells lovely and fruity”*
**Hair Styling**6%
*“Great for styling”*
**Advertised Vs Actual Product**6%
*“As advertised”*
**Value For Money**5%
*“Good product at good price”*
**Hair Growth**4%
*“simple hair gel”*
**Suitability Straight Hair**3%
*“Decent for styling hair”*
**Durability**3%
*“It holds well”*
**Shape/Style**3%
*“Great product good hold made my easy to style”*
**Texture/Consistency-Overall**2%
*“It has amazing texture”*
### **What buyers complain about **
**Smell**12%
*“Smells Awful”*
**Dispensing Mechanism**11%
*“Dispenser USELESS”*
**Motor Power**7%
*“pump didnt work”*
**Quality-Overall**6%
*“Quality. Bad”*
**Moist/Dry**5%
*“this time i have found the paste to be very dry”*
**Hair Related**5%
*“Very poor at holding hair in place even when you use a lot”*
**Ease Of Use**5%
*“Almost impossible to use the dispenser”*
**Functionality-Overall**5%
*“it doesnt push up at all so I cant do my hair properly”*
**Value For Money**4%
*“Waste of money”*
**Oily/Greasy**4%
*“This is quite greasy”*
### **Top return reasons **
**Motor Power**62%
**Dispensing Mechanism**9%
**Functionality-Overall**9%
**Defective Material/Parts**6%
**Ease Of Use**2%
**Leak-Proof**1%
**Product Condition**1%
**Quality-Overall**1%
**Moist/Dry**1%
**Brightness/Shine/Glow**1%
## **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.
## **Related niches in Beauty**
- 68 [**cellulite massager**](https://flapen.com/research/uk/beauty/cellulite-massager)£199K/yr+31.0%**Worth a look**- 68 [**anti chafing stick**](https://flapen.com/research/uk/beauty/anti-chafing-stick)£446K/yr+174.2%**Worth a look**- 68 [**mens aftershave**](https://flapen.com/research/uk/beauty/mens-aftershave)£5.0M/yr+20.0%**Launch it**- 68 [**face gems**](https://flapen.com/research/uk/beauty/face-gems)£156K/yr+184.1%**Worth a look**- 68 [**england face paint**](https://flapen.com/research/uk/beauty/england-face-paint)£20K/yr>1,000%**Worth a look**- 68 [**primus aged garlic**](https://flapen.com/research/uk/beauty/primus-aged-garlic)£18K/yr+144.2%**Worth a look**[**All Beauty niches **](https://flapen.com/research/uk/beauty)