hair straightening cream
Skip itA small market ($47K/yr) — 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
Good5.3%search→purchase rate — share of searches ending in a sale
Avg price
Okay£11.84avg listing price — sweet spot $15–$100
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Price range
Okay£1.50–£24.09cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Growth
Bad-4.4%90-day search growth — must beat 0% to launch
Review moat
Bad11,255.25avg incumbent reviews — the moat a new listing must climb
Market size
Bad£47K£47K/yr · 75K searches
According to Flapen's Amazon United Kingdom niche tracking, hair straightening cream is a £47K/yr Amazon United Kingdom market (75K searches/yr). The top 5 brands hold 83% of demand. Verdict: Skip it — 45/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
hair straightening cream market data
- Units sold / yr
- 3K–4K
- avg 100–250/product
- Revenue / yr
- £36K–£47K
- units × avg price
- Conversion rate
- 5.3%
- Avg BSR
- #121
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 50%
- Out of stock
- 1.8%
- Avg brand age
- 64 months
- Avg seller age
- 154 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
104
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
60%
Top 20: 100%
Open market
13%
- KATIVA49%
- Schwarzkopf16%
- John Frieda10%
- TIGI5%
- Searching Plants Brazilian Straight5%
- Osmo4%
- Open — no brand owns it (6 brands, 13%)
Demand
Weekly Amazon search volume, last 43 weeks — -4.4% search growth over the last 90 days.Top hair straightening cream search terms
- hair straightening cream33K/yr
- kativa brazilian straightening kit11K/yr
- straightening cream7K/yr
- kativa5K/yr
- straight hair products6K/yr
- hair straightening products5K/yr
- glatt hair straightening cream4K/yr
- hair straightening3K/yr
Top hair straightening cream 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
KATIVA Brazilian Straightening Kit
KATIVA£10.724.1★1,119 rev
John Frieda Frizz Ease 3 Day Straight Straightening Spray 100ml
John Frieda£5.614.5★114 rev
Brazilian Keratin Kativa Straightening Treatment at Home with Hyaluronic Acid and Premium Serum
KATIVA£11.034.1★1,216 rev
Schwarzkopf Blow-Dry Straightening Cream 150 ml Style & Care Straighter Hair without the Flat Iron Styling Cream for Hair Blow-dry & Anti Frizz
Schwarzkopf£3.974.4★113 rev
Schwarzkopf Glatt Chemical Hair Straightener -0 - Naturally very curly/frizzy hair
Schwarzkopf£12.314.1★95 rev
Newest
by launch date
hair Straightening Cream - Smoothing - Protein Correcting - Anti Frizz Moisturiser for Curly Straight Dry Damaged & Frizzy Hair
Ironbloomy£5.9422 rev
John Frieda Frizz Ease 3 Day Straight Straightening Spray 100ml
John Frieda£5.61114 rev
Kativa Brazilian Straightener 2 Pack New Formula with Hyaluronic Acid Professional Straightening Treatment at Home Lasts Up to 12 Weeks Keratin Straightening Vegan Formula
KATIVA£20.19611 rev
Osmo Keratin Straightening Fluid | Frizz-free results | Heat Protection | Vegan. 150ml.
Osmo£6.7561 rev
Frizz No More Smoothing Finishing Cream | Flyaway Tamer | Slick Back Hair Styler | Lightweight Hair Styling Product for All Hair Types | Salon-Quality Finish
Creightons Frizz No More£1.50554 rev
Trending
90-day click momentumJohn Frieda Frizz Ease 3 Day Straight Straightening Spray 100ml
John Frieda£5.614.5★
Brazilian Keratin Kativa Straightening Treatment at Home with Hyaluronic Acid and Premium Serum
KATIVA£11.034.1★
Kativa Keratin Brazilian Straightening Kit with Vegetable Keratin Anti-Frizz Smoothing Treatment without Formaldehyde or Sulfates Smooth Hair up to 12 Weeks
KATIVA£14.573.9★
KATIVA Keratin Brazilian Straightening Hair Treatment Smooth Result Up to 10-12 Weeks Shampoo za Version 2016
KATIVA£14.904.1★
Osmo Keratin Straightening Fluid | Frizz-free results | Heat Protection | Vegan. 150ml.
Osmo£6.754.3★
What buyers say about hair straightening cream
What buyers praise and complain about, mined from review topics.What buyers love
“Nice smooth quality”
“Good price”
“It does help with my frizz”
“Beautiful fragrance”
“Smooths hair well”
“Holds hair style”
“Exactly what is should do”
“Good on straight hair”
“Easy to use”
“helps to take away frizz”
What buyers complain about
“not much effective”
“But pricey”
“Damaged my hair”
“it feels strange and dry”
“Not for really frizzy hair”
“is certainly not as good as before”
“Strong chemical smell”
“so that should be classed as false advertising”
“Not for me make your hair look very greasy”
“Freeze, damage hair”
Top return reasons
Common questions
- Is hair straightening cream profitable to sell on Amazon United Kingdom?
- The niche generates £47K/yr across 20 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -4.4%. Flapen's verdict: Skip it (45/100).
- How competitive is the hair straightening cream niche?
- 12 brands and 104 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 83% of demand.
- What do buyers complain about in hair straightening cream?
- Top complaints mined from reviews: Functionality-Overall, Value For Money, Hair Related. The return rate is 0.1%.
- What does it cost to enter the hair straightening cream niche?
- Listings span £1.50–£24.09; the average listing price is £11.84 (sweet spot $15–$100). The average incumbent carries 11,255 reviews — the moat a new listing must climb.