---
title: "Perm Lotion — £85K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/perm-lotion"
last_updated: "2026-08-09T13:39:25.000Z"
locale: en
meta:
description: "Niche score 45/100 · £85K/yr market · 84K searches/yr · £11.50 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · £85K/yr market · 84K searches/yr · £11.50 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Perm Lotion — £85K/yr Amazon UK Niche (2026) - Flapen"
---
# **perm lotion**
**Skip it**
Soft demand (-16.3% this quarter) — this niche doesn't clear our bar today.
Market size 21Growth 17Conversion 82Competition 22Returns 98Price range 57Avg price 46Brand share 17Review moat 78Quality gap 76
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.8%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****446.13**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****£5.96–£27.15**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****£11.50**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****73%**
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**
**Bad****93%**
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 ~~](https://flapen.com/research/methodology)
## **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.
2K2KPrime Day '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/perm-lotion/trend)
## **Top perm lotion search terms**
- **perm solution**27K/yr-7.2%6.0% conv. - **perm lotion**26K/yr-21.0%5.8% conv. - **perm lotion and neutraliser kit**14K/yr-27.3%5.9% conv. - **perm solution kit**11K/yr-11.5%7.0% conv. - **perm solution and neutraliser**5K/yr-9.3%4.5% conv. - **perming solution for hair**2K/yr-50.1%3.7% conv. [**All search terms **](https://flapen.com/research/uk/beauty/perm-lotion/search-terms)
## **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.
0%10%£8K20%£17K30%£25K40%£34K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 16 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Scott Cornwall Classic Perm Kit with Amino Acid Complex for Permanent Curls and Waves Unscented**Scott Cornwall**£7.20**4.1★601 rev](https://www.amazon.co.uk/dp/B0DW9C4R5V) [2**Joanna Naturia Perm Wave Liquid Strong 75ml Curl Care Bundle Set Prepared by Probene with Aftercare Guide & Gloves**ProBene**£8.04**4.2★27 rev](https://www.amazon.co.uk/dp/B0GMCW6K4T) [3**LOREAL DULCIA ADVANCED 0 FOR NATURAL RESISTANT HAIR SINGLE**L'ORÉAL**£9.19**4.5★434 rev](https://www.amazon.co.uk/dp/B00ANRV202) [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**£7.78**4.4★991 rev](https://www.amazon.co.uk/dp/B0D264MNYF) [5**Zotos Design Freedom Regular Alkaline Perm for Unisex 1 Application Treatment**Zotos**£11.37**4.2★956 rev](https://www.amazon.co.uk/dp/B000ZOQUWS)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Joanna Naturia Perm Wave Liquid Strong 75ml Curl Care Bundle Set Prepared by Probene with Aftercare Guide & Gloves**ProBene**£8.04**27 rev5mo ago](https://www.amazon.co.uk/dp/B0GMCW6K4T) [**Scott Cornwall Classic Perm Kit with Amino Acid Complex for Permanent Curls and Waves Unscented**Scott Cornwall**£7.20**601 rev1y ago](https://www.amazon.co.uk/dp/B0DW9C4R5V) [**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**£7.78**991 rev2y ago](https://www.amazon.co.uk/dp/B0D264MNYF) [**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**£7.69**365 rev2y ago](https://www.amazon.co.uk/dp/B0D2659ZFB) [**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**£11.82**35 rev2y ago](https://www.amazon.co.uk/dp/B0CXF4C265)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Joanna Naturia Perm Wave Liquid Strong 75ml Curl Care Bundle Set Prepared by Probene with Aftercare Guide & Gloves**ProBene**£8.04**4.2★**▲ 172%**](https://www.amazon.co.uk/dp/B0GMCW6K4T) [**LOREAL DULCIA ADVANCED 0 FOR NATURAL RESISTANT HAIR SINGLE**L'ORÉAL**£9.19**4.5★**▲ 23%**](https://www.amazon.co.uk/dp/B00ANRV202) [**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**£14.35**4.4★**▲ 12%**](https://www.amazon.co.uk/dp/B092D6JTBP) [**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**£7.78**4.4★**— 2%**](https://www.amazon.co.uk/dp/B0D264MNYF) [**Scott Cornwall Classic Perm Kit with Amino Acid Complex for Permanent Curls and Waves Unscented**Scott Cornwall**£7.20**4.1★**▼ 11%**](https://www.amazon.co.uk/dp/B0DW9C4R5V)
**~~View all trending →~~**
## **What buyers say about perm lotion**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Hair Styling**16%
*“silky with plenty of curls”*
**Value For Money**16%
*“Well worth the money”*
**Quality-Overall**14%
*“Great kit”*
**Advertised Vs Actual Product**10%
*“Works just as it should”*
**Suitability Curly Hair**9%
*“Quick and easy to use very nice curly hair”*
**Ease Of Use**8%
*“Easy to use”*
**Soft Feel**7%
*“Best curly perm we have tried on my 92 year old mum, so soft & really lasts”*
**Instructions/User Manual/Troubleshooting**4%
*“Followed instructions and hey presto, lovely tight curls”*
**Durability**2%
*“Great product its been nearly 3 months”*
**Color**2%
*“Natural looking perm”*
### **What buyers complain about **
**Smell**18%
*“My whole house stinks the worst smell i washed my hair 8 times”*
**Advertised Vs Actual Product**8%
*“Misleading ad”*
**Functionality-Overall**8%
*“Didn't work”*
**Value For Money**7%
*“It is expensive for 1 box of end curl”*
**Damage/Burn Hair**7%
*“Never using again, put wave solution on my hair and it burnt my whole head, stung and made it so red and patchy”*
**Moist/Dry**6%
*“Completely dried it out”*
**Suitability Colored Hair**6%
*“Not for colour treated hair”*
**Hair Related**6%
*“Had to have my hair cut to try”*
**Ingredients-Overall**4%
*“Chemical burn”*
**Size-Overall**4%
*“To small”*
### **Top return reasons **
**Leak-Proof**43%
**Suitability Short Hair**11%
**Functionality-Overall**7%
**Suitability Colored Hair**6%
**Smell**4%
**Defective Material/Parts**3%
**Advertised Vs Actual Product**3%
**Damage/Burn Hair**3%
**Value For Money**3%
**Instructions/User Manual/Troubleshooting**3%
## **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.
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