deva curl hair products
Launch itA $1.1M/yr market growing +13.2% this quarter with returns at 1.1% — clears our launch bar.
Avg price
Incredible$30.03avg listing price — sweet spot $15–$100
Returns
Great1.1%return rate — above 5% kills the launch gate
Price range
Great$11.72–$50.39cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great9.2%search→purchase rate — share of searches ending in a sale
Market size
Great$1.1M$1.1M/yr · 393K searches
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,196.04avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Okay+13.2%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, deva curl hair products is a $1.1M/yr Amazon United States market (393K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul. Verdict: Launch it — 63/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
deva curl hair products market data
- Units sold / yr
- 30K–40K
- avg 1,000–1,250/product
- Revenue / yr
- $901K–$1.2M
- units × avg price
- Conversion rate
- 9.2%
- Avg BSR
- #280
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 73 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
1 flat
Sellers
3
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
47%
Top 20: 94%
Open market
0%
- DevaCurl100%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +13.2% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 1.6×
Top deva curl hair products search terms
- deva curl hair products173K/yr
- deva curl99K/yr
- devacurl53K/yr
- deva21K/yr
- diva curls products19K/yr
- diva curl17K/yr
- diva curls6K/yr
- deva curls2K/yr
- deva curl products1K/yr
- deva hair products938/yr
Top deva curl hair products 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
DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz
DevaCurl$31.934.5★628 rev
DevaCurl SuperCream Ultra-Rich Moisturizing Definer Warm Coconut 5.1 fl. oz
DevaCurl$29.074.7★1,504 rev
DevaCurl Styling Cream Touchable Rich Moisturizing Definer Citrus Zest 5.1 fl. oz | Maintains Moisture | Hydrates and Smoothes Curls
DevaCurl$28.264.5★2,601 rev
DevaCurl Ultra Defining Gel Strong Hold Non-Crunch Styler Bright Breeze 12 fl. oz
DevaCurl$28.354.3★3,279 rev
DevaCurl One Condition Original Rich Cream Conditioner Soft Lemongrass 32 fl. oz.
DevaCurl$46.754.6★938 rev
Newest
by launch date
DevaCurl OG Kit | Original Curl Routine | No Poo Original | One Condition Original | Styling Cream | Travel Sizes
DevaCurl$29.1152 rev
DevaCurl Quenchn Define Gel Strong Hold Non-Crunch Styler 12 Oz | Lasts up to 7 Days | Locks & Moisturizes Curls | Enhances Shine
DevaCurl$27.45147 rev
DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz
DevaCurl$31.93628 rev
DevaCurl SuperCream Ultra-Rich Moisturizing Definer Warm Coconut 5.1 fl. oz
DevaCurl$29.071,504 rev
DevaCurl Styling Cream Touchable Rich Moisturizing Definer Citrus Zest 5.1 fl. oz | Maintains Moisture | Hydrates and Smoothes Curls
DevaCurl$28.262,601 rev
Trending
90-day click momentum
DevaCurl No-Poo Original Non-Lathering Cleanser for Rich Moisture Fresh Rose 12 fl. oz
DevaCurl$28.024.6★
DevaCurl SuperCream Ultra-Rich Moisturizing Definer 3 fl. Oz
DevaCurl$15.214.5★
DevaCurl Wave Maker Lightweight Moisturizing Definer Bright Breeze 5 fl. oz.
DevaCurl$29.084.4★
DevaCurl Ultra Defining Gel Strong Hold Non-Crunch Styler Bright Breeze 12 fl. oz
DevaCurl$28.354.3★
DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz
DevaCurl$31.934.5★
What buyers say about deva curl hair products
What buyers praise and complain about, mined from review topics.What buyers love
“Works great on curly hair”
“The smell is very clean”
“Excellent product”
“Really delivers soft well defined curls”
“SOFT”
“Feels so light”
“It did feel hydrating”
“Great value”
“Great for fine hair”
“Works as stated”
What buyers complain about
“This cream had no smell”
“could never get my hair feeling soft”
“Dried My”
“every product is very pricey”
“does not help curls”
“I seem to be allergic to it”
“Wrong size, returned for refund”
“doesnt nothing for my grandson nor my natural hairstyle”
“It's much thinner than it used to be”
“I did not notice much difference”
Top return reasons
Common questions
- Is deva curl hair products profitable to sell on Amazon United States?
- The niche generates $1.1M/yr across 26 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +13.2%. Flapen's verdict: Launch it (63/100).
- How competitive is the deva curl hair products niche?
- 1 brands and 3 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in deva curl hair products?
- Top complaints mined from reviews: Smell, Hair Related, Moist/Dry. The return rate is 1.1%.
- When does demand for deva curl hair products peak?
- Demand peaks in Jul; the busiest month runs 1.6× the quietest.
- What does it cost to enter the deva curl hair products niche?
- Listings span $11.72–$50.39; the average listing price is $30.03 (sweet spot $15–$100). The average incumbent carries 1,196 reviews — the moat a new listing must climb.