hair serum
Skip itSoft demand (-9.6% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great8.2%search→purchase rate — share of searches ending in a sale
Market size
Good£782K£782K/yr · 1.1M searches
Price range
Good£2.87–£29.16cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Avg price
Bad£8.53avg listing price — sweet spot $15–$100
Review moat
Bad7,554.21avg incumbent reviews — the moat a new listing must climb
Brand share
Bad92%top-5 brand share — brand-locked demand
Growth
Bad-9.6%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, hair serum is a £782K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jun. Verdict: Skip it — 49/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
hair serum market data
- Units sold / yr
- 80K–100K
- avg 3,000–4,000/product
- Revenue / yr
- £682K–£853K
- units × avg price
- Conversion rate
- 8.2%
- Avg BSR
- #23
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 74%
- Out of stock
- 1.4%
- Avg brand age
- 56 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
182
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
63%
Top 20: 100%
Open market
6%
- L'Oreal Paris52%
- John Frieda28%
- TRESemmé6%
- OGX4%
- Avon3%
- L'Oréal Professionnel Paris3%
- Open — no brand owns it (3 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.6% search growth over the last 90 days.Peak months: Jun · busiest ÷ quietest = 1.7×
Top hair serum search terms
- hair serum389K/yr
- frizz ease serum88K/yr
- elvive98K/yr
- hair serum for frizzy hair72K/yr
- loreal elvive74K/yr
- loreal hair serum53K/yr
- loreal hair oil53K/yr
- hair serum for dry damaged hair47K/yr
- loreal hair44K/yr
- anti frizz hair serum26K/yr
Top hair serum 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LOréal Paris Hair Serum Elvive Extraordinary Oil Miracle Intense Nourishment Up to 6x more Shine up to 230 heat protection suitable for all hair types 100ml
L'Oreal Paris£5.714.7★10,404 rev
John Frieda Frizz Ease The Controller Extra Strength Serum 50ml
John Frieda£5.514.6★185 rev
John Frieda Frizz Ease All-in-1 Extra Strength Serum 50ml for Thick Coarse Hair
John Frieda£4.904.5★13,533 rev
TRESemmé Lamellar Shine Leave-In Cream Hair Serum with patented Lamellar Technology hair treatment for an ultra-glossy salon finish 200 ml
TRESemmé£2.874.5★1,924 rev
John Frieda Frizz Ease Original Serum 50ml Hydrating Anti-Frizz Serum for Medium to Thick Hair
John Frieda£5.204.5★3,300 rev
Newest
by launch dateJohn Frieda Frizz Ease The Controller Extra Strength Serum 50ml
John Frieda£5.51185 rev
John Frieda Frizz Ease The Rescuer Lightweight Serum 50ml
John Frieda£5.8163 rev
John Frieda Frizz Ease The Hydro Sealer Moisture Protect Serum 50ml. Hair Serum for Smooth Finish and Humidity Defence
John Frieda£5.6257 rev
LOreal Paris Elvive Growth Booster Scalp Serum Anti Hair Loss Scalp Treatment with Aminexil Nianimacide and Ginger Extract Reduces Hair Loss 102ml
L'Oreal Paris£6.92366 rev
LOréal Paris Hair Serum For Dull Lifeless Hair Elvive Glycolic Gloss Leave-In Treatment With 14% Gloss Complex Fills Hair Fibres For Smoothness And Heat Damage Protection With Mirror Shine 150ml
L'Oreal Paris£6.27249 rev
Trending
90-day click momentumJohn Frieda Frizz Ease The Rescuer Lightweight Serum 50ml
John Frieda£5.813.9★
John Frieda Frizz Ease The Controller Extra Strength Serum 50ml
John Frieda£5.514.6★
Garnier Ultimate Blends Hair Honey Repairing Serum for Damaged Hair Non-Sticky Non-Greasy - Up to 6X Smoother & Reduces Up To 94% of Split Ends in 1 Use - 115 ML
Garnier£4.954.6★
John Frieda Frizz Ease The Hydro Sealer Moisture Protect Serum 50ml. Hair Serum for Smooth Finish and Humidity Defence
John Frieda£5.624.3★
Avon Advance Techniques Absolute Nourishment Argan Hair Serum 30ml Multi-Tasking Hair Treatment Formulated with Argan Oil Restores Shine and Health to Damaged Hair Cruelty Free
Avon£4.214.6★
What buyers say about hair serum
What buyers praise and complain about, mined from review topics.What buyers love
“it smells divine”
“Good quality”
“Good value for money”
“My hair feels soft”
“This has saved my hair”
“smells good and moisturising”
“it does an excellent job of controlling frizz”
“give it shine”
“my hair is easier to style”
“Easy to use”
What buyers complain about
“Waste of money”
“Very greasy”
“The smell was completely intolerable for me”
“Sadly its not suited to my hair at all”
“The cap didnt come off so unable to get to the pump”
“Rubbish”
“Hair still dry”
“But it unfortunately didn't do anything for my hair”
“Quite thick consistency”
“Caused bad allergic reaction”
Top return reasons
Common questions
- Is hair serum profitable to sell on Amazon United Kingdom?
- The niche generates £782K/yr across 19 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -9.6%. Flapen's verdict: Skip it (49/100).
- How competitive is the hair serum niche?
- 9 brands and 182 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in hair serum?
- Top complaints mined from reviews: Value For Money, Oily/Greasy, Smell. The return rate is 0.1%.
- When does demand for hair serum peak?
- Demand peaks in Jun; the busiest month runs 1.7× the quietest.
- What does it cost to enter the hair serum niche?
- Listings span £2.87–£29.16; the average listing price is £8.53 (sweet spot $15–$100). The average incumbent carries 7,554 reviews — the moat a new listing must climb.