hair paste
Launch itA $1.2M/yr market growing +4.2% this quarter with returns at 0.6% — clears our launch bar.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Conversion
Incredible12.8%search→purchase rate — share of searches ending in a sale
Market size
Great$1.2M$1.2M/yr · 690K searches
Price range
Good$5.08–$36.57cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good$13.76avg listing price — sweet spot $15–$100
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Brand share
Good75%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+4.2%90-day search growth — must beat 0% to launch
Review moat
Bad5,396.32avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, hair paste is a $1.2M/yr Amazon United States market (690K searches/yr). The top 5 brands hold 75% of demand. Demand peaks in Jan–Feb. Verdict: Launch it — 60/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
hair paste market data
- Units sold / yr
- 80K–100K
- avg 2,500–3,000/product
- Revenue / yr
- $1.1M–$1.4M
- units × avg price
- Conversion rate
- 12.8%
- Avg BSR
- #129
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 68%
- Out of stock
- 0.0%
- Avg brand age
- 82 months
- Avg seller age
- 135 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
16 falling
Sellers
125
Top-5 brand share
75%
Top 20: 100%
Top-5 click share
55%
Top 20: 93%
Open market
21%
- AXE33%
- Cremo18%
- Harry's12%
- Garnier7%
- L'Oreal Paris5%
- L35%
Demand & seasonality
Weekly Amazon search volume, last 98 weeks — +4.2% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 2.2×
Top hair paste search terms
- hair paste130K/yr
- hair paste for men101K/yr
- axe hair paste87K/yr
- hair putty56K/yr
- mens hair51K/yr
- mens hair styling products42K/yr
- cremo sculpting clay15K/yr
- axe hair22K/yr
- axe matte wax25K/yr
- hair putty for men25K/yr
Top hair paste 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
AXE Styling Flexible Hair Paste Urban Messy Look 2 Count for An Instant Texture Boost Hair Styling Made Easy 2.64 oz
AXE$14.824.7★2,338 rev
Cremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz
Cremo$9.884.4★7,186 rev
Harrys Texturizing Hair Putty for Men with Malleable Hold with Matte Finish - 2.5 oz - No Parabens or Sulfates - PACKAGING MAY VARY
Harry's$13.634.6★452 rev
Garnier Fructis Style Surfer Hair Power Putty 3.4 Oz 1 Count (Packaging May Vary)
Garnier$6.444.5★5,169 rev
Axe Pomade: Medium Hold and Natural Finish for Easy Styling 2.64oz (2 Count)
AXE$14.894.7★3,590 rev
Newest
by launch date
Old Spice Mens Hair Pomade Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Pomade Medium Hold Matte Finish 2.22 oz
Old Spice$9.283,845 rev
Cremo Hair Styling Clay Premium Barber Grade Sculpting Clay for Hair Styling 3.4 Oz
Cremo$10.144,999 rev
Cremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz
Cremo$9.887,186 rev
Cremo Hair Styling Cream Premium Barber Grade Hair Products 3.4 Oz
Cremo$9.884,999 rev
CNNY Mens Hair Styling Clay 3.53 oz Firm Hold Matte Finish Hair Clay with Natural Ingredients Add Volume & Texture Premium Mens Hair Type
Crownnaturally$8.05792 rev
Trending
90-day click momentumCremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz
Cremo$9.884.4★
Cremo Hair Styling Cream Premium Barber Grade Hair Products 3.4 Oz
Cremo$9.884.5★
Fatboy Hair Perfect Putty Styling Kaolin Clay Putty Medium Hold for Volume & Texture Matte Finish Hair Care for All Hair Types Flexible Lightweight Formula Paraben Free Color Safe 2.6 Oz
Fatboy Hair$19.224.2★
Old Spice Mens Hair Pomade Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Pomade Medium Hold Matte Finish 2.22 oz
Old Spice$9.284.5★
Axe Natural Look Softening Hair Cream 2.64 oz (Pack of 3)
Dove$35.614.7★
What buyers say about hair paste
What buyers praise and complain about, mined from review topics.What buyers love
“Good smell”
“it's very consistent in quality”
“helps to style”
“Fair Price”
“Great Texture”
“keeps my hair looking good”
“Easy to use”
“Its durable and provides long lasting effects”
“Exactly as described”
“it Shapes well”
What buyers complain about
“The scent is way too strong”
“It also makes my hair very tangled”
“stickiness is minimal”
“stuff is greasy”
“it didnt really work on me”
“Hair would look dry”
“Not right texture”
“Doesn't feel as thick anymore”
“Increased the price”
“difficult to wash”
Top return reasons
Common questions
- Is hair paste profitable to sell on Amazon United States?
- The niche generates $1.2M/yr across 25 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +4.2%. Flapen's verdict: Launch it (60/100).
- How competitive is the hair paste niche?
- 16 brands and 125 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in hair paste?
- Top complaints mined from reviews: Smell, Hair Related, Adhesion/Stickiness. The return rate is 0.6%.
- When does demand for hair paste peak?
- Demand peaks in Jan–Feb; the busiest month runs 2.2× the quietest.
- What does it cost to enter the hair paste niche?
- Listings span $5.08–$36.57; the average listing price is $13.76 (sweet spot $15–$100). The average incumbent carries 5,396 reviews — the moat a new listing must climb.