---
title: "Deva Curl Mousse — $229K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/deva-curl-mousse"
last_updated: "2026-08-10T18:12:46.302Z"
locale: en
meta:
description: "Niche score 50/100 · $229K/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · $229K/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Deva Curl Mousse — $229K/yr Amazon US Niche (2026) - Flapen"
---
# **deva curl mousse**
**Worth a look**
Shows searches that convert (14.8% search→purchase), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size 43Growth 20Conversion 97Competition 30Returns 95Price range 83Avg price 82Brand share 0Review moat 59Quality gap 55
**Conversion**
**Incredible****14.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Price range**
**Great****$12.64–$28.47**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Great****$17.94**
avg listing price — sweet spot $15–$100
**Review moat**
**Good****1,121.35**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****$229K**
$229K/yr · 86K searches
**Competition**
**Okay****67%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-10.6%**
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 mousse is a $229K/yr Amazon United States market (86K searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 50/100.
Data updated Jul 14, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **deva curl mousse market data**
- **Units sold / yr**
- **10K–13K**
- avg 500–750/product
- **Revenue / yr**
- **$179K–$224K**
- units × avg price
- **Conversion rate**
- **14.8%**
- **Avg BSR**
- **#510**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **94%**
- **Out of stock**
- **3.7%**
- **Avg brand age**
- **109 months**
- **Avg seller age**
- **158 days**
## **Competition & brand share**
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**3 **—flat
**Sellers**
**3**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**67%**
Top 20: 100%
**Open market**
**0%**
- ALL ABOUT CURLS49% - Ouidad41% - DevaCurl10% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 93 weeks — -10.6% search growth over the last 90 days.
3K2KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/deva-curl-mousse/trend)
## **Top deva curl mousse search terms**
- **all about curls**27K/yr-14.8%15.7% conv. - **ouidad mousse**18K/yr+21.6%12.1% conv. - **zotos all about curls**17K/yr+3.1%15.5% conv. - **ouidad mousse for curly hair**5K/yr+15.5%16.3% conv. - **zoto**10K/yr-74.9%0.0% conv. - **deva curl mousse**3K/yr+8.5%13.6% conv. - **ouidad vitalcurl mousse**3K/yr+25.3%19.7% conv. - **devacurl mousse**2K/yr-5.5%11.4% conv. - **deva curl frizz fighting volumizing foam**2K/yr+12.0%27.9% conv. - **deva curl frizz free volumizing foam**518/yr+14.3%19.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/deva-curl-mousse/search-terms)
## **Top deva curl mousse 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%10%$23K20%$46K30%$69K40%$92K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 17 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Ouidad VitalCurl+ Curl Defining Mousse Lightweight Hair Foam Styler for Soft Touchable Hold Adds Shine Bounce & Volume For Spiral Curls**Ouidad**$22.84**4.5★673 rev](https://www.amazon.com/dp/B07HHN1864) [2**Ouidad Advanced Climate Control Volumizing Foam - 7 fl oz Lightweight Hair Styling Foam Anti-Frizz Nano Technology Adds Volume Fights Frizz & Defines Curls Crunch-free Hold For All Curl Types**Ouidad**$20.72**4.5★482 rev](https://www.amazon.com/dp/B0CDJ9SXWN) [3**ALL ABOUT CURLS Bouncy Cream Styling | Touchable Soft Definition | Define Moisturize De-Frizz | All Curly Hair Types | Vegan & Cruelty Free | Sulfate Free | 5.1 Fl Oz**ALL ABOUT CURLS**$12.84**4.3★3,637 rev](https://www.amazon.com/dp/B07V5DM7MJ) [4**ALL ABOUT CURLS High Definition Gel | Crunchless Ultra Hold | Define Moisturize De-Frizz | All Curly Hair Types | Vegan & Cruelty Free | Sulfate Free | 15 Fl Oz**ALL ABOUT CURLS**$13.13**4.3★2,479 rev](https://www.amazon.com/dp/B07V25YY44) [5**DevaCurl Frizz-Fighting Volumizing Foam Lightweight Body Booster | Adds Volume and Fullness | Up To 48 Hours Humidty Resistance | All Waves Curls and Coils**DevaCurl**$28.47**4.5★961 rev](https://www.amazon.com/dp/B097F9KHP1)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**ALL ABOUT CURLS Spring It On Mousse Ultra Definition Strengthens & Protects Vegan & Cruelty Free Sulfate Free 8 Fl Oz**ALL ABOUT CURLS**$13.02**77 rev2y ago](https://www.amazon.com/dp/B0CZYVTXTP) [**Ouidad Botanical Boost Multi-Use Mousse for Curly Hair 7 fl oz Lightweight Hair Styling Foam Curl Enhancer Restores Hydrates & Adds Shine No Silicone Sulfates & Parabens**Ouidad**$24.06**42 rev2y ago](https://www.amazon.com/dp/B0CYHJPF1J) [**Ouidad Advanced Climate Control Volumizing Foam - 7 fl oz Lightweight Hair Styling Foam Anti-Frizz Nano Technology Adds Volume Fights Frizz & Defines Curls Crunch-free Hold For All Curl Types**Ouidad**$20.72**482 rev2y ago](https://www.amazon.com/dp/B0CDJ9SXWN) [**DevaCurl Frizz-Fighting Volumizing Foam Lightweight Body Booster | Adds Volume and Fullness | Up To 48 Hours Humidty Resistance | All Waves Curls and Coils**DevaCurl**$28.47**961 rev4y ago](https://www.amazon.com/dp/B097F9KHP1) [**DevaCurl SuperMousse Non-Crunch Volumizer Superfruits 5 fl. oz**DevaCurl**$28.41**288 rev4y ago](https://www.amazon.com/dp/B098VDJWF6)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Ouidad Advanced Climate Control Volumizing Foam - 7 fl oz Lightweight Hair Styling Foam Anti-Frizz Nano Technology Adds Volume Fights Frizz & Defines Curls Crunch-free Hold For All Curl Types**Ouidad**$20.72**4.5★**▲ 20%**](https://www.amazon.com/dp/B0CDJ9SXWN) [**DevaCurl SuperMousse Non-Crunch Volumizer Superfruits 5 fl. oz**DevaCurl**$28.41**4.4★**▲ 19%**](https://www.amazon.com/dp/B098VDJWF6) [**Ouidad VitalCurl+ Curl Defining Mousse Lightweight Hair Foam Styler for Soft Touchable Hold Adds Shine Bounce & Volume For Spiral Curls**Ouidad**$22.84**4.5★**▲ 18%**](https://www.amazon.com/dp/B07HHN1864) [**Ouidad Botanical Boost Multi-Use Mousse for Curly Hair 7 fl oz Lightweight Hair Styling Foam Curl Enhancer Restores Hydrates & Adds Shine No Silicone Sulfates & Parabens**Ouidad**$24.06**4.4★**▲ 14%**](https://www.amazon.com/dp/B0CYHJPF1J) [**DevaCurl Frizz-Fighting Volumizing Foam Lightweight Body Booster | Adds Volume and Fullness | Up To 48 Hours Humidty Resistance | All Waves Curls and Coils**DevaCurl**$28.47**4.5★**▲ 12%**](https://www.amazon.com/dp/B097F9KHP1)
**~~View all trending →~~**
## **What buyers say about deva curl mousse**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Curly Hair**23%
*“Great product for curly hair”*
**Smell**13%
*“the perfume is ideal”*
**Hair Styling**8%
*“Really delivers soft well defined curls”*
**Quality-Overall**7%
*“Excellent product”*
**Soft Feel**7%
*“is super fluffy”*
**Weight Light**6%
*“Lightweight”*
**Moist/Dry**5%
*“Hydrates & Holds Well”*
**Value For Money**4%
*“great value”*
**Suitability Straight Hair**4%
*“My hair is beautiful now”*
**Suitability Wavy Hair**3%
*“Great for frizzy wavy hair”*
### **What buyers complain about **
**Smell**14%
*“Smelly”*
**Moist/Dry**14%
*“Dried out my hair”*
**Functionality-Overall**8%
*“I did not notice much difference”*
**Allergies**5%
*“I am highly allergic to sulfa”*
**Thickness**4%
*“So thick I had to take the top off the bottle to get it out”*
**Adhesion/Stickiness**4%
*“Extremely Sticky”*
**Hair Related**3%
*“My hair is neck-shoulder length, thin & curly and I found it not to be effective as far as enhancing curls”*
**Texture/Consistency-Overall**3%
*“Seems like an odd container for the consistency”*
**Damage/Burn Hair**3%
*“If anything my hair was MORE tangled after using it”*
**Advertised Vs Actual Product**3%
*“FALSE ADVERTISING”*
### **Top return reasons **
**Suitability Short Hair**14%
**Functionality-Overall**12%
**Smell**10%
**Advertised Vs Actual Product**9%
**Moist/Dry**8%
**Product Condition**5%
**Value For Money**5%
**Adhesion/Stickiness**4%
**Size-Overall**4%
**Suitability Straight Hair**3%
## **Common questions**
- **Is deva curl mousse profitable to sell on Amazon United States?**
- The niche generates $229K/yr across 17 tracked products. 90-day search growth is -10.6%. Flapen's verdict: Worth a look (50/100).
- **How competitive is the deva curl mousse niche?**
- 3 brands and 3 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in deva curl mousse?**
- Top complaints mined from reviews: Smell, Moist/Dry, Functionality-Overall. The return rate is 0.9%.
- **When does demand for deva curl mousse peak?**
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- **What does it cost to enter the deva curl mousse niche?**
- Listings span $12.64–$28.47; the average listing price is $17.94 (sweet spot $15–$100). The average incumbent carries 1,121 reviews — the moat a new listing must climb.
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