kms hairplay molding paste
Worth a lookShows searches that convert (16.8% search→purchase), but soft demand (-11.2% this quarter) keeps it on the watch list.
Conversion
Incredible16.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Avg price
Great$21.66avg listing price — sweet spot $15–$100
Price range
Good$5.08–$39.56cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$534K$534K/yr · 147K searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad4,098.22avg incumbent reviews — the moat a new listing must climb
Competition
Bad72%top-5 click share — a locked-up shelf
Brand share
Bad91%top-5 brand share — brand-locked demand
Growth
Bad-11.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, kms hairplay molding paste is a $534K/yr Amazon United States market (147K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Apr–May. Verdict: Worth a look — 50/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
kms hairplay molding paste market data
- Units sold / yr
- 25K–30K
- avg 1,500–2,000/product
- Revenue / yr
- $542K–$650K
- units × avg price
- Conversion rate
- 16.8%
- Avg BSR
- #150
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 78%
- Out of stock
- 0.0%
- Avg brand age
- 100 months
- Avg seller age
- 141 days
Competition & brand share
The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.Brands
10 rising
Sellers
50
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
72%
Top 20: 100%
Open market
7%
- KMS37%
- Redken31%
- Redken Brews18%
- STMNT3%
- Cremo2%
- Garnier2%
- Open — no brand owns it (4 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.2% search growth over the last 90 days.Peak months: Apr, May · busiest ÷ quietest = 2.2×
Top kms hairplay molding paste search terms
- kms hairplay molding paste19K/yr
- redken brews molding paste16K/yr
- styling paste15K/yr
- redken pliable paste13K/yr
- kms hair play13K/yr
- hair styling paste8K/yr
- redken pliable paste for hair8K/yr
- redken rewind6K/yr
- menscrafted hair paste11K/yr
- redken rewind 065K/yr
Top kms hairplay molding 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Redken Pliable Styling Paste With Flexible Hold For All Hair Types - Adds Lightweight Flexible Texture & Moisture Medium Hold
Redken$26.054.6★6,690 rev
KMS HAIRPLAY Molding Paste 5 Ounce
KMS$29.944.5★4,334 rev
Redken Brews Molding Paste For Men For all Hair Types - High Hold & Maximum Control Natural and Matte Finish Sulfate-Free 5 Fl Oz
Redken Brews$21.844.5★2,971 rev
KMS HAIRPLAY Molding Paste Provides Texture Natural Shine Pliable Hold & Definition Unisex 3.3 Fl oz
KMS$25.974.5★4,334 rev
Redken Brews Holding Gel For Men | Mens Hair Gel | Medium Hold Styling | Medium Shine | Flake-Free No Crunch Styling | For All Hair Types Great For Curly Hair |5 Fl Oz
Redken Brews$21.404.6★2,000 rev
Newest
by launch date
Redken Long-Lasting Styling Paste For All Hair Types - Adds Long-Lasting Texture & Definition With Flexible Control Medium Hold
Redken$27.425,742 rev
Cremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz
Cremo$9.887,186 rev
Got2B Flexing Molding Paste 2 oz
Got2B$8.41139 rev
Redken Brews Molding Paste For Men For all Hair Types - High Hold & Maximum Control Natural and Matte Finish Sulfate-Free 5 Fl Oz
Redken Brews$21.842,971 rev
STMNT Grooming Goods Matte Paste 3.38 oz | All Day Strong Hold & High Volume | Hair Clay Paste For Men | Non-Greasy Formula | Texture Paste for Hair | Ideal for Dry & Damp Hair | Mens Hair Styling
STMNT$23.992,815 rev
Trending
90-day click momentumGot2B Flexing Molding Paste 2 oz
Got2B$8.414.6★
Cremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz
Cremo$9.884.4★
Redken Brews Holding Gel For Men | Mens Hair Gel | Medium Hold Styling | Medium Shine | Flake-Free No Crunch Styling | For All Hair Types Great For Curly Hair |5 Fl Oz
Redken Brews$21.404.6★
Redken Long-Lasting Styling Paste For All Hair Types - Adds Long-Lasting Texture & Definition With Flexible Control Medium Hold
Redken$27.424.5★
KMS HairPlay Styling Gel 200ml
KMS$22.284.6★
What buyers say about kms hairplay molding paste
What buyers praise and complain about, mined from review topics.What buyers love
“Great smell”
“Great hair product”
“Great hair hold”
“Great texture”
“Best on the market for any type of hair”
“Good value”
“I found it easy to work with”
“Have used this for years”
“Exactly what I wanted”
“Holds hair in place”
What buyers complain about
“it doesn't have any strong scent”
“Way too sticky”
“a bit expensive”
“it can look a little oily”
“Product doesn't seem to hold hair down as well as it used to”
“with short hair”
“Doesn't do anything”
“Not dry like I prefer”
“I was afraid it might be too heavy”
“Deteriorated too quickly”
Top return reasons
Common questions
- Is kms hairplay molding paste profitable to sell on Amazon United States?
- The niche generates $534K/yr across 18 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -11.2%. Flapen's verdict: Worth a look (50/100).
- How competitive is the kms hairplay molding paste niche?
- 10 brands and 50 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in kms hairplay molding paste?
- Top complaints mined from reviews: Smell, Adhesion/Stickiness, Value For Money. The return rate is 0.6%.
- When does demand for kms hairplay molding paste peak?
- Demand peaks in Apr–May; the busiest month runs 2.2× the quietest.
- What does it cost to enter the kms hairplay molding paste niche?
- Listings span $5.08–$39.56; the average listing price is $21.66 (sweet spot $15–$100). The average incumbent carries 4,098 reviews — the moat a new listing must climb.