wella hair mask
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Avg price
Good£14.07avg listing price — sweet spot $15–$100
Conversion
Good5.7%search→purchase rate — share of searches ending in a sale
Price range
Good£8.50–£23.61cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,866.61avg incumbent reviews — the moat a new listing must climb
Growth
Bad-4.2%90-day search growth — must beat 0% to launch
Market size
Bad£51K£51K/yr · 64K searches
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, wella hair mask is a £51K/yr Amazon United Kingdom market (64K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov. Verdict: Skip it — 41/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
wella hair mask market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- £56K–£70K
- units × avg price
- Conversion rate
- 5.7%
- Avg BSR
- #98
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 70%
- Out of stock
- 0.0%
- Avg brand age
- 69 months
- Avg seller age
- 155 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
1 falling
Sellers
89
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
57%
Top 20: 98%
Open market
0%
- Wella Professionals100%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 67 weeks — -4.2% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.6×
Top wella hair mask search terms
- wella hair mask38K/yr
- wella mask18K/yr
- wella mask hair5K/yr
- hair mask wella3K/yr
Top wella hair mask 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 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Wella Professionals Ultimate Repair Hair Mask for Damaged Hair with AHAs and Omega 9 to Rebuild and Strengthen Hair With Metal Purifier Technology to Detox the Hair 150ml
Wella Professionals£16.144.6★1,062 rev
Wella Professionals Invigo Nutri Enrich Deep Nourishing Mask - Instant Deep Nourishment Anti-Frizz Hair Mask With Vitamin E and Oleic Acid - Restore Dry and Damaged Hair 500ml
Wella Professionals£18.574.6★1,378 rev
Wella Professionals Fusion Intense Repair Mask - Intense Repair Detangling Hair Mask for Dry & Damaged Hair - Smoothening Boost Shine & Protect Hair Against Breakage 500ml
Wella Professionals£20.384.6★3,946 rev
Wella Professionals Fusion Intense Repair Mask - Intense Repair Detangling Hair Mask for Dry & Damaged Hair - Smoothening Boost Shine & Protect Hair Against Breakage 150ml
Wella Professionals£13.134.6★3,946 rev
Wella Professionals Invigo Nutri Enrich Deep Nourishing Mask - Instant Deep Nourishment Anti-Frizz Hair Mask With Vitamin E & Oleic Acid - Restore Dry & Damaged Hair 150ml
Wella Professionals£10.954.6★1,378 rev
Newest
by launch date
Wella Professionals ULTIMATE SMOOTH Hair Mask - Nourishing Hair Treatment With Squalane & Omega 9 - For Dry Dull & Frizzy Hair(500ml)
Wella Professionals£23.61518 rev
Wella Professionals ULTIMATE SMOOTH Hair Mask - Nourishing Hair Treatment With Squalane & Omega 9 - For Dry Dull & Frizzy Hair (150ml)
Wella Professionals£15.69518 rev
Wella Professionals Ultimate Repair Hair Mask for Damaged Hair with AHAs and Omega 9 to Rebuild and Strengthen Hair With Metal Purifier Technology to Detox the Hair 150ml
Wella Professionals£16.141,062 rev
Wella Professionals Ultimate Repair Conditioner for Damaged Hair with AHAs and Omega 9 to Rebuild and Strengthen Hair With Metal Purifier Technology to Detox the Hair 500 ml
Wella Professionals£21.061,225 rev
Wella Professionals Invigo Nutri Enrich Deep Nourishing Mask - Instant Deep Nourishment Anti-Frizz Hair Mask With Vitamin E and Oleic Acid - Restore Dry and Damaged Hair 500ml
Wella Professionals£18.571,378 rev
Trending
90-day click momentumWella Professionals Ultimate Repair Conditioner for Damaged Hair with AHAs and Omega 9 to Rebuild and Strengthen Hair With Metal Purifier Technology to Detox the Hair 500 ml
Wella Professionals£21.064.5★
Wella Professionals Oil Reflections Luminous Reboost Nourishing Hair Mask - Deep Conditioning Hair Treatment - For Long-lasting Softness & Shine (150ml)
Wella Professionals£12.394.7★
Wella Professionals Invigo Nutri Enrich Deep Nourishing Mask - Instant Deep Nourishment Anti-Frizz Hair Mask With Vitamin E & Oleic Acid - Restore Dry & Damaged Hair 150ml
Wella Professionals£10.954.6★
Wella Professional Color Fresh Mask | Temporary Color Refresh Treatment |Semi-Permanent Hair Dye | Wash Out Colour |150ml | Pearl Blonde
Wella Professionals£9.534.5★
Wella Professionals Fusion Intense Repair Mask - Intense Repair Detangling Hair Mask for Dry & Damaged Hair - Smoothening Boost Shine & Protect Hair Against Breakage 150ml
Wella Professionals£13.134.6★
What buyers say about wella hair mask
What buyers praise and complain about, mined from review topics.What buyers love
“Nice colour”
“Nice Product – Great Results”
“gentle on the hair”
“It smells divine too”
“Wow brilliant really works well and lasts, I have natural very light Auburn hair with alot of white bits now, covers all really good and great shine”
“Toned, soft & shiny”
“Great price too”
“Easy to use”
“Excellent hair mask — it leaves my hair feeling much softer, smoother, and healthier after just one use”
“Its is perfect to my hair”
What buyers complain about
“it faded really fast”
“Had my boxed dyed hair stripped”
“A waste of money”
“it didn't produce the results I previously had when buying from other suppliers”
“It stripped my hair”
“My hair was dry”
“The smell was slightly different”
“This product is SMALL”
“u cant brush it it cause hair breaks”
“it doesn't last very long”
Top return reasons
Common questions
- Is wella hair mask profitable to sell on Amazon United Kingdom?
- The niche generates £51K/yr across 23 tracked products. 90-day search growth is -4.2%. Flapen's verdict: Skip it (41/100).
- How competitive is the wella hair mask niche?
- 1 brands and 89 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in wella hair mask?
- Top complaints mined from reviews: Color, Suitability Colored Hair, Value For Money. The return rate is 0.2%.
- When does demand for wella hair mask peak?
- Demand peaks in Nov; the busiest month runs 1.6× the quietest.
- What does it cost to enter the wella hair mask niche?
- Listings span £8.50–£23.61; the average listing price is £14.07 (sweet spot $15–$100). The average incumbent carries 2,867 reviews — the moat a new listing must climb.