Is deva curl styling cream profitable to sell on Amazon United States?

The niche generates $1.4M/yr across 24 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +15.8%. Flapen's verdict: Launch it (64/100).

How competitive is the deva curl styling cream niche?

1 brands and 3 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in deva curl styling cream?

Top complaints mined from reviews: Smell, Hair Related, Moist/Dry. The return rate is 1.1%.

When does demand for deva curl styling cream peak?

Demand is steady year-round — the busiest month runs 2.0× the quietest.

What does it cost to enter the deva curl styling cream niche?

Listings span $13.06–$50.39; the average listing price is $30.04 (sweet spot $15–$100). The average incumbent carries 1,205 reviews — the moat a new listing must climb.

deva curl styling cream

Launch it

A $1.4M/yr market growing +15.8% this quarter with returns at 1.1% — clears our launch bar.

Avg price

Incredible$30.04

avg listing price — sweet spot $15–$100

Returns

Great1.1%

return rate — above 5% kills the launch gate

Price range

Great$13.06–$50.39

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Great10.8%

search→purchase rate — share of searches ending in a sale

Market size

Great$1.4M

$1.4M/yr · 440K searches

Competition

Good49%

top-5 click share — leaders hold, buyers still browse

Review moat

Good1,205.25

avg incumbent reviews — the moat a new listing must climb

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Growth

Okay+15.8%

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 styling cream is a $1.4M/yr Amazon United States market (440K searches/yr). The top 5 brands hold 100% of demand. Verdict: Launch it — 64/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

deva curl styling cream market data

Units sold / yr: 40K–50K; avg 1,500–2,000/product
Revenue / yr: $1.2M–$1.5M; units × avg price
Conversion rate: 10.8%
Avg BSR: #267
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 73 months
Avg seller age: 146 days

Competition & brand share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Brands

1 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

49%

Top 20: 97%

Open market

DevaCurl100%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +15.8% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 2.0×

Open Trend

Top deva curl styling cream search terms

deva curl hair products173K/yr +1.8%9.3% conv.
deva curl99K/yr +27.0%8.9% conv.
devacurl53K/yr +26.2%9.3% conv.
devacurl styling cream14K/yr +161.6%19.7% conv.
deva21K/yr +27.3%1.0% conv.
diva curls products19K/yr +4.8%7.5% conv.
diva curl17K/yr +18.8%8.6% conv.
deva curl styling cream20K/yr -19.4%14.5% conv.
deva curl wave maker6K/yr +36.3%18.6% conv.
diva curls6K/yr -13.4%8.4% conv.

All search terms

Top deva curl styling cream 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.

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

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 SuperCream Ultra-Rich Moisturizing Definer Warm Coconut 5.1 fl. oz

DevaCurl$29.074.7★1,504 rev

DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz

DevaCurl$31.934.5★628 rev

DevaCurl Ultra Defining Gel Strong Hold Non-Crunch Styler Bright Breeze 12 fl. oz

DevaCurl$28.354.3★3,279 rev

DevaCurl Styling Cream Touchable Moisturizing Definer 3 fl. oz

DevaCurl$15.584.5★2,601 rev

Newest

by launch date

DevaCurl Quenchn Stretch Cream Mositurizing Defining Curl Cream 12 oz | Improves Curl Definition | Non-Crunchy | Non-Stiff

DevaCurl$25.4746 rev

3mo ago

DevaCurl$29.1152 rev

10mo ago

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

11mo ago

DevaCurl CurlHeights Volume + Body Boost Cream 6 oz

DevaCurl$29.16164 rev

2y ago

DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz

DevaCurl$31.93628 rev

3y ago

What buyers say about deva curl styling cream

What buyers praise and complain about, mined from review topics.

What buyers love

Suitability Curly Hair31%

“It helps with curly hair”

Smell12%

“The smell is very clean”

Quality-Overall9%

“Excellent product”

Hair Styling7%

“Really delivers soft well defined curls”

Soft Feel5%

“SOFT”

Weight Light5%

“Feels so light”

Moist/Dry5%

“It did feel hydrating”

Value For Money3%

“Great value”

Suitability Straight Hair3%

“Great for fine hair”

Advertised Vs Actual Product2%

“It does what is advertised”

What buyers complain about

Smell10%

“This cream had no smell”

Hair Related9%

“could never get my hair feeling soft”

Moist/Dry9%

“Dried My”

Value For Money6%

“every product is very pricey”

Suitability Curly Hair5%

“does not help curls”

Allergies5%

“I seem to be allergic to it”

Size-Overall4%

“Wrong size, returned for refund”

Suitability Colored Hair4%

“doesnt nothing for my grandson nor my natural hairstyle”

Thickness3%

“It's much thinner than it used to be”

Functionality-Overall3%

“I did not notice much difference”

Top return reasons

Size-Overall13%

Suitability Short Hair13%

Advertised Vs Actual Product12%

Functionality-Overall11%

Smell7%

Value For Money7%