curl serum
Worth a lookShows low returns (1.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Great1.0%return rate — above 5% kills the launch gate
Avg price
Incredible$25.24avg listing price — sweet spot $15–$100
Conversion
Great10.0%search→purchase rate — share of searches ending in a sale
Price range
Great$7.50–$42.12cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$738K$738K/yr · 293K searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Growth
Okay+3.2%90-day search growth — must beat 0% to launch
Review moat
Bad5,113.96avg incumbent reviews — the moat a new listing must climb
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, curl serum is a $738K/yr Amazon United States market (293K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Apr–May–Jun–Nov. Verdict: Worth a look — 57/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
curl serum market data
- Units sold / yr
- 25K–30K
- avg 1,000–1,250/product
- Revenue / yr
- $631K–$757K
- units × avg price
- Conversion rate
- 10.0%
- Avg BSR
- #274
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 74%
- Out of stock
- 0.0%
- Avg brand age
- 72 months
- Avg seller age
- 126 days
Competition & brand share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
7 rising
Sellers
628
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
56%
Top 20: 93%
Open market
1%
- Davines36%
- COLOR WOW34%
- MAREE13%
- OGX9%
- Treluxe5%
- Curl Keeper1%
- Open — no brand owns it (1 brand, 1%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.2% search growth over the last 90 days.Peak months: Apr, May, Jun, Nov · busiest ÷ quietest = 9.8×
Top curl serum search terms
- curl wow60K/yr
- treluxe reflex curl styling serum25K/yr
- curl wow curly hair products32K/yr
- davines curl17K/yr
- curl serum20K/yr
- ogx curl cream14K/yr
- maree hair oil serum9K/yr
- davines curl cream14K/yr
- davines curl building serum10K/yr
- davines love curl cream7K/yr
Top curl serum 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
COLOR WOW Curl Wow Flo-etry Vital Natural Serum Lightweight Moisturizing Serum for Dry Dehydrated Curls
COLOR WOW$27.724.4★1,473 rev
Davines This Is A Curl Building Serum Medium Hold Curl Definition & Elasticity - Enhances Curls Blocks Frizz & Adds Shine without Weighing Down 8.45 Fl Oz
Davines$33.714.6★6,638 rev
MAREE Hair Oil for Frizzy Hair with Argan Oil Keratin & Biotin Hair Serum for Dry and Curly Hair Gloss Frizz Control Hair Care Products for Women Aceite Para el Cabello Keratin Hair Treatment
MAREE$11.224.5★2,496 rev
Davines LOVE Curl Cream Lightweight Leave-On Serum for Wavy and Curly Hair - Defines Curls for Better Softness & Shine without Leaving Residue with Almond Extract 5.07 Fl Oz
Davines$32.054.4★1,192 rev
COLOR WOW Curl Wow Shook Mix and Fix Bundling Spray Curl-Defining Anti-Frizz Spray for Glossy Curls
COLOR WOW$35.134.2★1,543 rev
Newest
by launch date
LOVE CURL/Hair Cream 5.1 fl oz.
Davines$32.3428 rev
MAREE Hair Oil for Frizzy Hair with Argan Oil Keratin & Biotin Hair Serum for Dry and Curly Hair Gloss Frizz Control Hair Care Products for Women Aceite Para el Cabello Keratin Hair Treatment
MAREE$11.222,496 rev
Davines LOVE Curl Cream Lightweight Leave-On Serum for Wavy and Curly Hair - Defines Curls for Better Softness & Shine without Leaving Residue with Almond Extract 5.07 Fl Oz
Davines$32.051,192 rev
Davines This Is A Curl Building Serum Medium Hold Curl Definition & Elasticity - Enhances Curls & Blocks Frizz Travel Size 3.38 Fl Oz
Davines$17.9294 rev
MAREE Hair Oil for Frizzy and Damaged Hair with Vitamins A E B5 2 PACK - Anti Frizz Control Srum for Curly Women & Men - Aceite de Argn Para el Cabello - Biotin Keratin Antifrizz Products
MAREE$21.932,496 rev
Trending
90-day click momentumLOVE CURL/Hair Cream 5.1 fl oz.
Davines$32.344.4★
Original Curl Keeper Anti-Frizz Curl Defining Hair Styler (12 Oz) - Lightweight Curl Definer Liquid Gel for All Weather Conditions - Wavy & Curly Hair Products for Women (Cream Alternative)
Curl Keeper$28.104.3★
Davines This Is A Curl Building Serum Medium Hold Curl Definition & Elasticity - Enhances Curls & Blocks Frizz Travel Size 3.38 Fl Oz
Davines$17.924.5★
Treluxe Styling Serum Reflex Curl 8 Ounce
Treluxe$21.394.4★
Davines LOVE Curl Controller Relaxing Anti-Frizz Effect Cream for Wavy and Curly Hair - Defines Texture Leaving Soft Light & Elastic Curls even in High Humidity with Almond Extract 5.07 Fl Oz
Davines$32.084.5★
What buyers say about curl serum
What buyers praise and complain about, mined from review topics.What buyers love
“This product is great for frizzy hair”
“Silky smooth”
“Light scent”
“Better than higher priced brands”
“Fabulous curls”
“Helped my hair”
“keeps it moisturized”
“Great deal”
“Even great for straight hair”
“This oils is super lightweight”
What buyers complain about
“Expensive”
“Didn't work”
“makes my hair hard”
“Not for frizzy hair”
“Smells horrible”
“Makes hair greasy”
“Did not work in my hair”
“my hair feels dry”
“Doesnt work on wavy hair”
“Hard to use”
Top return reasons
Common questions
- Is curl serum profitable to sell on Amazon United States?
- The niche generates $738K/yr across 27 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +3.2%. Flapen's verdict: Worth a look (57/100).
- How competitive is the curl serum niche?
- 7 brands and 628 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in curl serum?
- Top complaints mined from reviews: Value For Money, Functionality-Overall, Hair Related. The return rate is 1.0%.
- When does demand for curl serum peak?
- Demand peaks in Apr–May–Jun–Nov; the busiest month runs 9.8× the quietest.
- What does it cost to enter the curl serum niche?
- Listings span $7.50–$42.12; the average listing price is $25.24 (sweet spot $15–$100). The average incumbent carries 5,114 reviews — the moat a new listing must climb.