---
title: "Deva Curl Hair Products — $1.1M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/deva-curl-hair-products"
last_updated: "2026-08-10T17:26:18.183Z"
locale: en
meta:
description: "Niche score 63/100 · $1.1M/yr market · 393K searches/yr · $30.03 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 63/100 · $1.1M/yr market · 393K searches/yr · $30.03 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Deva Curl Hair Products — $1.1M/yr Amazon US Niche (2026) - Flapen"
---
# **deva curl hair products**
**Launch it**
A $1.1M/yr market growing +13.2% this quarter with returns at 1.1% — clears our launch bar.
Market size 79Growth 42Conversion 84Competition 63Returns 92Price range 88Avg price 95Brand share 0Review moat 58Quality gap 53
**Avg price**
**Incredible****$30.03**
avg listing price — sweet spot $15–$100
**Returns**
**Great****1.1%**
return rate — above 5% kills the launch gate
**Price range**
**Great****$11.72–$50.39**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****9.2%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****$1.1M**
$1.1M/yr · 393K searches
**Competition**
**Good****47%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****1,196.04**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+13.2%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/deva-curl-hair-products/trend)
## **Top deva curl hair products search terms**
- **deva curl hair products**173K/yr+1.8%9.7% conv. - **deva curl**99K/yr+27.0%9.2% conv. - **devacurl**53K/yr+26.2%9.7% conv. - **deva**21K/yr+27.3%1.1% conv. - **diva curls products**19K/yr+4.8%7.8% conv. - **diva curl**17K/yr+18.8%8.6% conv. - **diva curls**6K/yr-13.4%8.5% conv. - **deva curls**2K/yr+23.2%6.6% conv. - **deva curl products**1K/yr+24.1%4.7% conv. - **deva hair products**938/yr-10.3%10.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/deva-curl-hair-products/search-terms)
## **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.
0%4%$43K8%$87K12%$130K16%$174K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz**DevaCurl**$31.93**4.5★628 rev](https://www.amazon.com/dp/B0BNT64VP2) [2**DevaCurl SuperCream Ultra-Rich Moisturizing Definer Warm Coconut 5.1 fl. oz**DevaCurl**$29.07**4.7★1,504 rev](https://www.amazon.com/dp/B098VG4VJC) [3**DevaCurl Styling Cream Touchable Rich Moisturizing Definer Citrus Zest 5.1 fl. oz | Maintains Moisture | Hydrates and Smoothes Curls**DevaCurl**$28.26**4.5★2,601 rev](https://www.amazon.com/dp/B098VGJP1K) [4**DevaCurl Ultra Defining Gel Strong Hold Non-Crunch Styler Bright Breeze 12 fl. oz**DevaCurl**$28.35**4.3★3,279 rev](https://www.amazon.com/dp/B097NCRQ6D) [5**DevaCurl One Condition Original Rich Cream Conditioner Soft Lemongrass 32 fl. oz.**DevaCurl**$46.75**4.6★938 rev](https://www.amazon.com/dp/B097FC5PNY)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**DevaCurl OG Kit | Original Curl Routine | No Poo Original | One Condition Original | Styling Cream | Travel Sizes**DevaCurl**$29.11**52 rev10mo ago](https://www.amazon.com/dp/B0FNS3D8NM) [**DevaCurl Quenchn Define Gel Strong Hold Non-Crunch Styler 12 Oz | Lasts up to 7 Days | Locks & Moisturizes Curls | Enhances Shine**DevaCurl**$27.45**147 rev11mo ago](https://www.amazon.com/dp/B0FK6SVF79) [**DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz**DevaCurl**$31.93**628 rev3y ago](https://www.amazon.com/dp/B0BNT64VP2) [**DevaCurl SuperCream Ultra-Rich Moisturizing Definer Warm Coconut 5.1 fl. oz**DevaCurl**$29.07**1,504 rev4y ago](https://www.amazon.com/dp/B098VG4VJC) [**DevaCurl Styling Cream Touchable Rich Moisturizing Definer Citrus Zest 5.1 fl. oz | Maintains Moisture | Hydrates and Smoothes Curls**DevaCurl**$28.26**2,601 rev4y ago](https://www.amazon.com/dp/B098VGJP1K)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**DevaCurl No-Poo Original Non-Lathering Cleanser for Rich Moisture Fresh Rose 12 fl. oz**DevaCurl**$28.02**4.6★**▲ 106%**](https://www.amazon.com/dp/B097FCPX51) [**DevaCurl SuperCream Ultra-Rich Moisturizing Definer 3 fl. Oz**DevaCurl**$15.21**4.5★**▲ 22%**](https://www.amazon.com/dp/B09CQHKRQC) [**DevaCurl Wave Maker Lightweight Moisturizing Definer Bright Breeze 5 fl. oz.**DevaCurl**$29.08**4.4★**▲ 20%**](https://www.amazon.com/dp/B098VHLQSW) [**DevaCurl Ultra Defining Gel Strong Hold Non-Crunch Styler Bright Breeze 12 fl. oz**DevaCurl**$28.35**4.3★**▲ 12%**](https://www.amazon.com/dp/B097NCRQ6D) [**DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz**DevaCurl**$31.93**4.5★**▲ 12%**](https://www.amazon.com/dp/B0BNT64VP2)
**~~View all trending →~~**
## **What buyers say about deva curl hair products**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Curly Hair**31%
*“Works great on curly hair”*
**Smell**12%
*“The smell is very clean”*
**Quality-Overall**9%
*“Excellent product”*
**Hair Styling**7%
*“Really delivers soft well defined curls”*
**Soft Feel**5%
*“SOFT”*
**Weight Light**5%
*“Feels so light”*
**Moist/Dry**4%
*“It did feel hydrating”*
**Value For Money**3%
*“Great value”*
**Suitability Straight Hair**3%
*“Great for fine hair”*
**Advertised Vs Actual Product**2%
*“Works as stated”*
### **What buyers complain about **
**Smell**10%
*“This cream had no smell”*
**Hair Related**9%
*“could never get my hair feeling soft”*
**Moist/Dry**9%
*“Dried My”*
**Value For Money**6%
*“every product is very pricey”*
**Suitability Curly Hair**5%
*“does not help curls”*
**Allergies**5%
*“I seem to be allergic to it”*
**Size-Overall**4%
*“Wrong size, returned for refund”*
**Suitability Colored Hair**4%
*“doesnt nothing for my grandson nor my natural hairstyle”*
**Thickness**3%
*“It's much thinner than it used to be”*
**Functionality-Overall**3%
*“I did not notice much difference”*
### **Top return reasons **
**Size-Overall**13%
**Advertised Vs Actual Product**13%
**Suitability Short Hair**12%
**Functionality-Overall**11%
**Value For Money**7%
**Smell**7%
**Moist/Dry**5%
**Adhesion/Stickiness**4%
**Hair Related**3%
**Defective Material/Parts**3%
## **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.
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