curly hair products
Launch itA $7.4M/yr market growing +2.0% this quarter with returns at 0.8% — clears our launch bar.
Market size
Incredible$7.4M$7.4M/yr · 10.2M searches
Returns
Incredible0.8%return rate — above 6% kills the launch gate
Competition
Great21%top-5 click share — an open shelf
Brand share
Great42%top-5 brand share — no brand owns this niche
Avg price
Good$13.93avg listing price — sweet spot $15–$100
Price range
Good$4.21–$35.24cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good5.2%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+2.0%90-day search growth — must beat 0% to launch
Review moat
Bad9,954.06avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, curly hair products is a $7.4M/yr Amazon United States market (10.2M searches/yr). The top 5 brands hold 42% of demand. Verdict: Launch it — 71/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 500K–600K
- avg 5,000–6,000/product
- Revenue / yr
- $7.0M–$8.4M
- units × avg price
- Launch success
- 91%
- 10 of 11 new (360d)
- Conversion rate
- 5.2%
- Avg BSR
- #47
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 92%
- Out of stock
- 0.1%
- Avg brand age
- 59 months
- Avg seller age
- 122 days
Competition
Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.Brands
48 falling
Sellers
227
Top-5 brand share
42%
Top 20: 82%
Top-5 click share
21%
Top 20: 55%
Open market
54%
- Marc Anthony19%
- Moroccanoil8%
- Not Your Mother's6%
- Garnier5%
- Aunt Jackie's4%
- OUAI4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +2.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 88 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Marc Anthony Curl Defining Hair Styling Lotion for Curly Hair Strictly Curls - Long Lasting Moisturizing Lightweight Gel for Maximum Curl Definition Bounce & Shine - Styling Product Reduces Frizz
Marc Anthony$8.364.4★24,730 rev
Moroccanoil Curl Defining Cream 8.5 Fl. Oz.
Moroccanoil$34.274.4★30,110 rev
Marc Anthony Curl Defining Styling Cream for Curly Hair Strictly Curls - Moisturizing Hair Defining Cream Softens & Detangles Coarse Frizzy Curls with Shea Butter - Styling Product Reduces Frizz
Marc Anthony$8.294.4★24,730 rev
Marc Anthony Hair Styling Gel for Curly Hair Strictly Curls - Long Lasting Strong Hold Curl Defining Hair Gel for Medium & Coarse Curls - Added Shine & No Flaking - Hair Products Reduces Frizz
Marc Anthony$8.534.4★2,661 rev
Not Your Mothers Curl Talk Frizz Control Sculpting Gel Defining Cream and Refreshing Curl Foam (3-Pack) - 6 and 8 fl oz - Formulated with Rice Curl Complex - For All Curly Hair Types
Not Your Mother's$27.424.6★833 rev
Newest
by launch date
TRESemm Defining Cream 1 ct Bouncy Curls for Lightweight + Curl Control + Humidity Protection with Peptide Blend 9 fl oz
TRESemmé$7.0887 rev
Kitsch Moisturizing Curl Cream for Curly Hair Lightweight Curly Hair Products for Men & Women | Defines Curls Controls Frizz & Boosts Shine | Hydrating Curling Cream - 5.3 oz
Kitsch$13.57746 rev
OUAI Travel Size Curl Cream - Curl Defining Cream with Chia & Linseed Oil - Enhances Definition Hydration & Shine - Tames Frizz & Protects from Humidity - Curly Hair Products for Women (2.5 oz)
OUAI$15.732,098 rev
Marc Anthony Strictly Curls Ultimate Blowout Hair Spray for Curly & Coily Hair - Lightweight Anti-Frizz Heat Protectant Blowout Spray Smooths Hair & Adds Natural Shine
Marc Anthony$10.40496 rev
Marc Anthony Curl Refresher Spray Strictly Curls - Lightweight Anti-Frizz Curly Hair Spray Hydrates & Restyles for Soft Bouncy Defined Curls & Waves - Sulfate-Free Hair Styling Products
Marc Anthony$12.01239 rev
Trending
90-day click momentumTRESemm Defining Cream 1 ct Bouncy Curls for Lightweight + Curl Control + Humidity Protection with Peptide Blend 9 fl oz
TRESemmé$7.084.5★
Garnier Fructis Curl Nourish Air Dry Cream XL Leave In Conditioner Sulfate-Free Curl Defining Cream For Moisture and Frizz Control Waves Curls and Coils Value Size 16.9 Fl Oz
Garnier$9.524.6★
Bonnet with Tie Band Satin Hair Silk Bonnet for Sleeping Women Sleep Bonnets for Women Double Layer Sleep Cap for Curly Hair Braids
ROYBENS$8.074.2★
Kitsch Moisturizing Curl Cream for Curly Hair Lightweight Curly Hair Products for Men & Women | Defines Curls Controls Frizz & Boosts Shine | Hydrating Curling Cream - 5.3 oz
Kitsch$13.574.2★
Curly Hair Brush Curl Defining Brush for Effortlessly Defined Curls & Waves Vented Hair Brush for Wet & Dry Hair Women and Men Reduces Frizz (Purple)
Tcsxady$7.114.4★
Common questions
- Is curly hair products profitable to sell on Amazon United States?
- The niche generates $7.4M/yr across 88 tracked products. 10 of 11 products launched in the last 360 days are still selling. 90-day search growth is +2.0%. Flapen's verdict: Launch it (71/100).
- How competitive is the curly hair products niche?
- 48 brands and 227 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 42% of demand.
- When does demand for curly hair products peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the curly hair products niche?
- Listings span $4.21–$35.24; the average listing price is $13.93 (sweet spot $15–$100). The average incumbent carries 9,954 reviews — the moat a new listing must climb.
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