---
title: "Deva Curl Styling Cream — $1.4M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/deva-curl-styling-cream"
last_updated: "2026-08-10T17:23:05.395Z"
locale: en
meta:
description: "Niche score 64/100 · $1.4M/yr market · 440K searches/yr · $30.04 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 64/100 · $1.4M/yr market · 440K searches/yr · $30.04 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Deva Curl Styling Cream — $1.4M/yr Amazon US Niche (2026) - Flapen"
---
# **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.
Market size 85Growth 45Conversion 90Competition 60Returns 92Price range 91Avg price 95Brand share 0Review moat 57Quality gap 53
**Avg price**
**Incredible****$30.04**
avg listing price — sweet spot $15–$100
**Returns**
**Great****1.1%**
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**
**Great****10.8%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****$1.4M**
$1.4M/yr · 440K searches
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****1,205.25**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+15.8%**
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 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 ~~](https://flapen.com/research/methodology)
## **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**
**3**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**49%**
Top 20: 97%
**Open market**
**0%**
- 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.
23K18KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/deva-curl-styling-cream/trend)
## **Top deva curl styling cream search terms**
- **deva curl hair products**173K/yr+1.8%9.3% conv. - **deva curl**99K/yr+27.0%8.9% conv. - **devacurl**53K/yr+26.2%9.3% conv. - **devacurl styling cream**14K/yr+161.6%19.7% conv. - **deva**21K/yr+27.3%1.0% conv. - **diva curls products**19K/yr+4.8%7.5% conv. - **diva curl**17K/yr+18.8%8.6% conv. - **deva curl styling cream**20K/yr-19.4%14.5% conv. - **deva curl wave maker**6K/yr+36.3%18.6% conv. - **diva curls**6K/yr-13.4%8.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/deva-curl-styling-cream/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.
0%4%$57K8%$114K12%$171K16%$228K101001K10K 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 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) [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 Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz**DevaCurl**$31.93**4.5★628 rev](https://www.amazon.com/dp/B0BNT64VP2) [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 Styling Cream Touchable Moisturizing Definer 3 fl. oz**DevaCurl**$15.58**4.5★2,601 rev](https://www.amazon.com/dp/B09CQLC7D7)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**DevaCurl Quenchn Stretch Cream Mositurizing Defining Curl Cream 12 oz | Improves Curl Definition | Non-Crunchy | Non-Stiff**DevaCurl**$25.47**46 rev3mo ago](https://www.amazon.com/dp/B0GN9QKXQH) [**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 CurlHeights Volume + Body Boost Cream 6 oz**DevaCurl**$29.16**164 rev2y ago](https://www.amazon.com/dp/B0CN1VR895) [**DevaCurl Mist of Wonders Leave In Multi-Benefit Curl Spray 10 oz**DevaCurl**$31.93**628 rev3y ago](https://www.amazon.com/dp/B0BNT64VP2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**DevaCurl Quenchn Stretch Cream Mositurizing Defining Curl Cream 12 oz | Improves Curl Definition | Non-Crunchy | Non-Stiff**DevaCurl**$25.47**4.3★**▲ 197%**](https://www.amazon.com/dp/B0GN9QKXQH) [**DevaCurl No-Poo Original Non-Lathering Cleanser for Rich Moisture Fresh Rose 12 fl. oz**DevaCurl**$28.02**4.6★**▲ 95%**](https://www.amazon.com/dp/B097FCPX51) [**DevaCurl Wave Maker Lightweight Moisturizing Definer Bright Breeze 5 fl. oz.**DevaCurl**$29.08**4.4★**▲ 29%**](https://www.amazon.com/dp/B098VHLQSW) [**DevaCurl SuperCream Ultra-Rich Moisturizing Definer 3 fl. Oz**DevaCurl**$15.21**4.5★**▲ 22%**](https://www.amazon.com/dp/B09CQHKRQC) [**DevaCurl Ultra Defining Gel Strong Hold Non-Crunch Styler Bright Breeze 12 fl. oz**DevaCurl**$28.35**4.3★**— 7%**](https://www.amazon.com/dp/B097NCRQ6D)
**~~View all trending →~~**
## **What buyers say about deva curl styling cream**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Curly Hair**31%
*“It helps with 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**5%
*“It did feel hydrating”*
**Value For Money**3%
*“Great value”*
**Suitability Straight Hair**3%
*“Great for fine hair”*
**Advertised Vs Actual Product**2%
*“It does what is advertised”*
### **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%
**Suitability Short Hair**13%
**Advertised Vs Actual Product**12%
**Functionality-Overall**11%
**Smell**7%
**Value For Money**7%
**Moist/Dry**5%
**Adhesion/Stickiness**4%
**Hair Related**3%
**Defective Material/Parts**3%
## **Common questions**
- **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.
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