---
title: "Hair Putty — $358K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/hair-putty"
last_updated: "2026-08-11T10:37:15.629Z"
locale: en
meta:
description: "Niche score 51/100 · $358K/yr market · 183K searches/yr · $12.82 avg price. Soft demand (-12.2% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · $358K/yr market · 183K searches/yr · $12.82 avg price. Soft demand (-12.2% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Hair Putty — $358K/yr Amazon US Niche (2026) - Flapen"
---
# **hair putty**
**Worth a look**
Shows searches that convert (15.3% search→purchase), but soft demand (-12.2% this quarter) keeps it on the watch list.
Market size 54Growth 19Conversion 97Competition 32Returns 97Price range 48Avg price 57Brand share 41Review moat 36Quality gap 43
**Conversion**
**Incredible****15.3%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Avg price**
**Good****$12.82**
avg listing price — sweet spot $15–$100
**Market size**
**Good****$358K**
$358K/yr · 183K searches
**Price range**
**Okay****$5.08–$23.99**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****80%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Okay****2,882.38**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Okay****66%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-12.2%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, hair putty is a $358K/yr Amazon United States market (183K searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 51/100.
Data updated Jul 14, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **hair putty market data**
- **Units sold / yr**
- **25K–30K**
- avg 750–1,000/product
- **Revenue / yr**
- **$321K–$385K**
- units × avg price
- **Conversion rate**
- **15.3%**
- **Avg BSR**
- **#35**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **83%**
- **Out of stock**
- **1.7%**
- **Avg brand age**
- **96 months**
- **Avg seller age**
- **136 days**
## **Competition & brand share**
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**16 **▲rising
**Sellers**
**190**
**Top-5 brand share**
**80%**
Top 20: 100%
**Top-5 click share**
**66%**
Top 20: 96%
**Open market**
**17%**
- Old Spice38% - Garnier19% - L'Oreal Paris16% - L34% - Bed Head3% - Kenra3% - Open — no brand owns it (10 brands, 17%)
## **Demand & seasonality**
Weekly Amazon search volume, last 103 weeks — -12.2% search growth over the last 90 days.
5K4KSpike '25Prime Day '25Holiday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jan, Feb · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/hair-putty/trend)
## **Top hair putty search terms**
- **hair putty**56K/yr+0.3%7.3% conv. - **old spice hair putty**22K/yr+27.1%16.6% conv. - **old spice putty**21K/yr-17.8%15.9% conv. - **styling paste**15K/yr+2.9%5.2% conv. - **surfer hair**11K/yr+6.6%26.2% conv. - **hair styling paste**8K/yr-1.7%4.8% conv. - **menscrafted hair paste**11K/yr-73.1%2.3% conv. - **hair molding paste**5K/yr+12.2%3.7% conv. - **mens crafted hair paste**8K/yr-66.4%1.9% conv. - **loreal hair putty**4K/yr+11.4%34.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/hair-putty/search-terms)
## **Top hair putty 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%5%$18K10%$36K15%$54K20%$72K101001K10K100K 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**Old Spice Mens Hair Putty Stay-In-Place Hair Styling Putty for Men High Hold Very Low Shine 2.22 oz**Old Spice**$9.05**4.6★1,616 rev](https://www.amazon.com/dp/B08M1X5C51) [2**LOreal Paris Studio Line Overworked Hair Putty 1.7 oz.**L'Oreal Paris**$5.72**4.5★4,453 rev](https://www.amazon.com/dp/B0014568CO) [3**Garnier Fructis Style Surfer Hair Power Putty 3.4 Oz 1 Count (Packaging May Vary)**Garnier**$6.44**4.5★5,169 rev](https://www.amazon.com/dp/B01MFC0LQE) [4**Old Spice Mens Hair Putty Sculpting Putty for Men Healthy & Strong with Vitamin E & Biotin Hair Styling High Hold Matte Finish 2.22 oz**Old Spice**$9.52**4.5★95 rev](https://www.amazon.com/dp/B0G674Q6Z3) [5**TIGI Bed Head Manipulator Texturizing Putty Firm Hold Styling Putty for Short to Medium Hair 2.01 oz**Bed Head**$10.81**4.5★5,816 rev](https://www.amazon.com/dp/B08R4XX2QR)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Old Spice Mens Hair Putty Sculpting Putty for Men Healthy & Strong with Vitamin E & Biotin Hair Styling High Hold Matte Finish 2.22 oz**Old Spice**$9.52**95 rev5mo ago](https://www.amazon.com/dp/B0G674Q6Z3) [**Old Spice Mens Hair Pomade Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Pomade Medium Hold Matte Finish 2.22 oz**Old Spice**$9.28**3,845 rev5mo ago](https://www.amazon.com/dp/B0G67LB2P2) [**Old Spice Mens Hair Clay Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Clay High Hold Matte Finish 2.22 oz**Old Spice**$9.30**85 rev5mo ago](https://www.amazon.com/dp/B0G67KHJKF) [**Cremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz**Cremo**$9.88**7,186 rev8mo ago](https://www.amazon.com/dp/B0FY8299DH) [**Flow Bros Mens Hair Clay - Strong Hold Nourishing Formula Low Shine - Adds Volume and Texture - 2oz**Flow Bros**$20.09**418 rev1y ago](https://www.amazon.com/dp/B0DKHLYJCP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Old Spice Mens Hair Pomade Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Pomade Medium Hold Matte Finish 2.22 oz**Old Spice**$9.28**4.5★**▲ 174%**](https://www.amazon.com/dp/B0G67LB2P2) [**Got2B Flexing Molding Paste 2 oz**Got2B**$8.41**4.6★**▲ 173%**](https://www.amazon.com/dp/B08PLBKCPK) [**Old Spice Mens Hair Putty Sculpting Putty for Men Healthy & Strong with Vitamin E & Biotin Hair Styling High Hold Matte Finish 2.22 oz**Old Spice**$9.52**4.5★**▲ 140%**](https://www.amazon.com/dp/B0G674Q6Z3) [**Cremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz**Cremo**$9.88**4.4★**▲ 125%**](https://www.amazon.com/dp/B0FY8299DH) [**Old Spice Mens Hair Clay Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Clay High Hold Matte Finish 2.22 oz**Old Spice**$9.30**4.5★**▲ 108%**](https://www.amazon.com/dp/B0G67KHJKF)
**~~View all trending →~~**
## **What buyers say about hair putty**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**20%
*“smells fresh”*
**Quality-Overall**12%
*“Nice hair product”*
**Hair Styling**8%
*“Great hair hold”*
**Value For Money**5%
*“Good value”*
**Texture/Consistency-Overall**5%
*“Great texture”*
**Ease Of Use**4%
*“Easy to use”*
**Suitability Straight Hair**4%
*“Best on the market for any type of hair”*
**Durability**3%
*“Holds well”*
**Shape/Style**3%
*“It's easy to use and style”*
**Efficiency**3%
*“It works well”*
### **What buyers complain about **
**Smell**14%
*“Horrendous Smell”*
**Oily/Greasy**6%
*“Makes my hair feel a little oily”*
**Adhesion/Stickiness**5%
*“stickiness is minimal”*
**Hair Related**5%
*“Doesn't work into hair well”*
**Value For Money**4%
*“It is expensive”*
**Strength**3%
*“it is not strong at all”*
**Thickness**3%
*“It feels a bit thicker now as well in my hair after a while”*
**Suitability Short Hair**3%
*“Does not do anything for my hair”*
**Durability**3%
*“It doesn't seem to hold quite the whole day”*
**Brightness/Shine/Glow**2%
*“Low shine”*
### **Top return reasons **
**Smell**15%
**Advertised Vs Actual Product**11%
**Suitability Short Hair**9%
**Adhesion/Stickiness**8%
**Texture/Consistency-Overall**8%
**Functionality-Overall**7%
**Product Condition**5%
**Oily/Greasy**4%
**Hair Related**4%
**Moist/Dry**3%
## **Common questions**
- **Is hair putty profitable to sell on Amazon United States?**
- The niche generates $358K/yr across 24 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -12.2%. Flapen's verdict: Worth a look (51/100).
- **How competitive is the hair putty niche?**
- 16 brands and 190 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 80% of demand.
- **What do buyers complain about in hair putty?**
- Top complaints mined from reviews: Smell, Oily/Greasy, Adhesion/Stickiness. The return rate is 0.5%.
- **When does demand for hair putty peak?**
- Demand peaks in Jan–Feb; the busiest month runs 1.6× the quietest.
- **What does it cost to enter the hair putty niche?**
- Listings span $5.08–$23.99; the average listing price is $12.82 (sweet spot $15–$100). The average incumbent carries 2,882 reviews — the moat a new listing must climb.
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