Osmo
prices mostly outside the sweet spot ($3.48–$9.83) — Osmo doesn't clear our bar today.
Flapen Score
Ranks 2,344 of 2,481 Beauty niches · −13 vs the category median of 47
Is Osmo profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Osmo is a £46K/yr Amazon United Kingdom market (103K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Feb–Sep. Verdict: Skip it — 34/100.
Osmo: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -22.5% over the last 90 days and 6.5% of searches end in a purchase.
£46K
revenue / yr
Who owns the niche?
The top 5 brands hold 83% of demand, so 17% of the market is open.
17%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.
0/100
page quality · 16 products
Top Osmo products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Camille Rose Algae Renew Deep Conditioning Wash Out Hair Mask For All Hair Types Nourish and Strengthen Cocoa and Mango Butter 240 ml (Pack of 1)
- Price
- £9.83
- Rating
- 4.6/5
- Reviews
- 486
- Age
- 10y ago
SheaMoisture Manuka Honey & Mafura Oil Hair Mask Sulfate-Free Deep Conditioner with Shea Butter Baobab Oil & Fig Extract for Dry Damaged Coily Hair Repairs & Tames Frizz 335 ml
- Price
- £8.26
- Rating
- 4.6/5
- Reviews
- 2,741
- Age
- 6y ago
SheaMoisture Jamaican Black Castor Oil Strengthen & Restore Hair Treatment Mask -Sulfate- Free Deep Conditioner with Shea Butter & Peppermint Repairs & Strengthen Damaged Curly Hair 335 ml
- Price
- £7.81
- Rating
- 4.6/5
- Reviews
- 4,873
- Age
- 10y ago
As I Am Hydration Elation Intensive Conditioner- Strengthens Softens & Restores Dry Hair 8oz
- Price
- £7.53
- Rating
- 4.4/5
- Reviews
- 2,956
- Age
- 13y ago
Garnier Hair Food Multi-use Hair Treatment Mask Nourishes and Conditions Ideal for Dry Hair No Silicones Vegan Formula Banana Ultimate Blends 400ml
- Price
- £3.48
- Rating
- 4.6/5
- Reviews
- 19,997
- Age
- 8y ago
Trending
90-day click momentum
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
- Price
- £4.94
- Rating
- 4.7/5
- Reviews
- 539
- Age
- 1y ago
ORS Olive Oil Max Moisture Super Softening Deep Treatment Conditioner with Rice Water Relaxed Hair (567ml 20oz)
- Price
- £6.88
- Rating
- 4.5/5
- Reviews
- 391
- Age
- 4y ago
Camille Rose Algae Renew Deep Conditioning Wash Out Hair Mask For All Hair Types Nourish and Strengthen Cocoa and Mango Butter 240 ml (Pack of 1)
- Price
- £9.83
- Rating
- 4.6/5
- Reviews
- 486
- Age
- 10y ago
SheaMoisture Jamaican Black Castor Oil Strengthen & Restore Hair Treatment Mask -Sulfate- Free Deep Conditioner with Shea Butter & Peppermint Repairs & Strengthen Damaged Curly Hair 335 ml
- Price
- £7.81
- Rating
- 4.6/5
- Reviews
- 4,873
- Age
- 10y ago
Africas Best Organincs Mayo 426g
- Price
- £6.13
- Rating
- 4.5/5
- Reviews
- 638
- Age
- 17y ago
Newest
by launch dateAussie 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
- Price
- £4.94
- Rating
- 4.7/5
- Reviews
- 539
- Age
- 1y ago
SheaMoisture Manuka Honey & Yoghurt Protein Power Hair Mask Sulphate-Free Deep Conditioner with Baobab Oils & Shea Butter Strengthens Dry Brittle Hair Reduces Breakage & Adds Curl Shine 227 ml
- Price
- £8.47
- Rating
- 4.5/5
- Reviews
- 404
- Age
- 3y ago
TRESemme Keratin Smooth Deep Smoothing Mask rinse-out hair treatment with hydrolysed keratin for soft shiny frizz-free hair 440 ml
- Price
- £3.77
- Rating
- 4.5/5
- Reviews
- 1,254
- Age
- 3y ago
ORS Olive Oil Max Moisture Super Softening Deep Treatment Conditioner with Rice Water Relaxed Hair (567ml 20oz)
- Price
- £6.88
- Rating
- 4.5/5
- Reviews
- 391
- Age
- 4y ago
SheaMoisture Manuka Honey & Mafura Oil Hair Mask Sulfate-Free Deep Conditioner with Shea Butter Baobab Oil & Fig Extract for Dry Damaged Coily Hair Repairs & Tames Frizz 335 ml
- Price
- £8.26
- Rating
- 4.6/5
- Reviews
- 2,741
- Age
- 6y ago
Competition: brands, sellers & click share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.
Brands
11 falling
Sellers
137
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
13%
- Shea Moisture37%
- Camille Rose28%
- Garnier7%
- As I Am6%
- Aunt Jackie's5%
- ORS4%
- Open — no brand owns it (5 brands, 13%)
Osmo demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Feb, Sep · busiest ÷ quietest = 3.8×
Top Osmo search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- deep conditioner64K/yr
- deep conditioner for afro hair12K/yr
- camille rose deep conditioner7K/yr
- shea moisture hair mask10K/yr
- shea moisture mask4K/yr
- camille rose algae renew deep conditioner3K/yr
- shea moisture deep conditioner5K/yr
What reviews say buyers love and hate about Osmo
What buyers mention most, as a share of all reviews.
What buyers love
85% of reviews“It smells fresh & clean too”
“soft”
“Excellent product”
“Good buy”
“Great moisturiser”
What buyers complain about
56% of reviews“I think the formula has been changed to one that has a more chemical smell”
“Left my hair horribly greasy”
“it looked like was used already”
“Not as good as the banana one for curly thick hair”
“Not top tier”
Osmo return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
0%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Osmo questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
