perm lotion
Skip itSoft demand (-16.3% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great8.8%search→purchase rate — share of searches ending in a sale
Review moat
Great446.13avg incumbent reviews — the moat a new listing must climb
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Price range
Good£5.96–£27.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£11.50avg listing price — sweet spot $15–$100
Competition
Bad73%top-5 click share — a locked-up shelf
Market size
Bad£85K£85K/yr · 84K searches
Growth
Bad-16.3%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, perm lotion is a £85K/yr Amazon United Kingdom market (84K searches/yr). The top 5 brands hold 93% of demand. Verdict: Skip it — 45/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
perm lotion market data
- Units sold / yr
- 5K–6K
- avg 250–500/product
- Revenue / yr
- £58K–£69K
- units × avg price
- Conversion rate
- 8.8%
- Avg BSR
- #138
- Page quality
- 0%
- Prime
- 44%
- Sponsored
- 38%
- Out of stock
- 7.3%
- Avg brand age
- 48 months
- Avg seller age
- 172 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 falling
Sellers
37
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
3%
- Pin-Up29%
- Scott Cornwall21%
- ProBene21%
- L'ORÉAL16%
- Schwarzkopf6%
- Zotos4%
- Open — no brand owns it (2 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 84 weeks — -16.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top perm lotion search terms
- perm solution27K/yr
- perm lotion26K/yr
- perm lotion and neutraliser kit14K/yr
- perm solution kit11K/yr
- perm solution and neutraliser5K/yr
- perming solution for hair2K/yr
Top perm lotion 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 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Scott Cornwall Classic Perm Kit with Amino Acid Complex for Permanent Curls and Waves Unscented
Scott Cornwall£7.204.1★601 rev
Joanna Naturia Perm Wave Liquid Strong 75ml Curl Care Bundle Set Prepared by Probene with Aftercare Guide & Gloves
ProBene£8.044.2★27 rev
LOREAL DULCIA ADVANCED 0 FOR NATURAL RESISTANT HAIR SINGLE
L'ORÉAL£9.194.5★434 rev
Pin Up Full Head Home Perm Kit At Home Perming Kit for Long Lasting and Natural Curls Protein Rich for Soft and Shiny Hair Suitable for All Hair Types 170ml
Pin-Up£7.784.4★991 rev
Zotos Design Freedom Regular Alkaline Perm for Unisex 1 Application Treatment
Zotos£11.374.2★956 rev
Newest
by launch dateJoanna Naturia Perm Wave Liquid Strong 75ml Curl Care Bundle Set Prepared by Probene with Aftercare Guide & Gloves
ProBene£8.0427 rev
Scott Cornwall Classic Perm Kit with Amino Acid Complex for Permanent Curls and Waves Unscented
Scott Cornwall£7.20601 rev
Pin Up Full Head Home Perm Kit At Home Perming Kit for Long Lasting and Natural Curls Protein Rich for Soft and Shiny Hair Suitable for All Hair Types 170ml
Pin-Up£7.78991 rev
Pin Up End Curl At Home Perm Kit End Curl Perm Kit for Small Sections of Hair such as Fringe Ends or Top Layer Protein Rich for Soft and Shiny Hair Suitable for All Hair Types 130ml
Pin-Up£7.69365 rev
OSMO IKON PERMAWAVE - HAIR PERM KIT - EXTRA BODY ACID PERM - FOR NORMAL / FINE OR TINTED HAIR - MEDIUM TO FIRM - VEGAN FORMULA - TRUE TO ROD SIZE CURLS
OSMO IKON£11.8235 rev
Trending
90-day click momentumJoanna Naturia Perm Wave Liquid Strong 75ml Curl Care Bundle Set Prepared by Probene with Aftercare Guide & Gloves
ProBene£8.044.2★
LOREAL DULCIA ADVANCED 0 FOR NATURAL RESISTANT HAIR SINGLE
L'ORÉAL£9.194.5★
Pin Up Full Head Home Perm Kit At Home Perming Kit for Long Lasting and Natural Curls Protein Rich for Soft and Shiny Hair Suitable for All Hair Types 170ml Duo Pack
Pin-Up£14.354.4★
Pin Up Full Head Home Perm Kit At Home Perming Kit for Long Lasting and Natural Curls Protein Rich for Soft and Shiny Hair Suitable for All Hair Types 170ml
Pin-Up£7.784.4★
Scott Cornwall Classic Perm Kit with Amino Acid Complex for Permanent Curls and Waves Unscented
Scott Cornwall£7.204.1★
What buyers say about perm lotion
What buyers praise and complain about, mined from review topics.What buyers love
“silky with plenty of curls”
“Well worth the money”
“Great kit”
“Works just as it should”
“Quick and easy to use very nice curly hair”
“Easy to use”
“Best curly perm we have tried on my 92 year old mum, so soft & really lasts”
“Followed instructions and hey presto, lovely tight curls”
“Great product its been nearly 3 months”
“Natural looking perm”
What buyers complain about
“My whole house stinks the worst smell i washed my hair 8 times”
“Misleading ad”
“Didn't work”
“It is expensive for 1 box of end curl”
“Never using again, put wave solution on my hair and it burnt my whole head, stung and made it so red and patchy”
“Completely dried it out”
“Not for colour treated hair”
“Had to have my hair cut to try”
“Chemical burn”
“To small”
Top return reasons
Common questions
- Is perm lotion profitable to sell on Amazon United Kingdom?
- The niche generates £85K/yr across 16 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -16.3%. Flapen's verdict: Skip it (45/100).
- How competitive is the perm lotion niche?
- 8 brands and 37 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in perm lotion?
- Top complaints mined from reviews: Smell, Advertised Vs Actual Product, Functionality-Overall. The return rate is 0.3%.
- When does demand for perm lotion peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the perm lotion niche?
- Listings span £5.96–£27.15; the average listing price is £11.50 (sweet spot $15–$100). The average incumbent carries 446 reviews — the moat a new listing must climb.