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Aunt Jackie’s Curl La La will have your curls lookin’ so juicy, people may think your mom’s a bear, and you’re shootin’ archery from your own hand.

I am a contributor and former BuzzFeed Shopping writer based in the DC/Maryland area who loves glitter, Marvel, Beyoncé, pink, wine, traveling, all things beauty and fashion, and shopping, of course!

Promising review: "Love this curl custard! It defines my curls so well without making them crunchy or heavy. My hair stays soft, shiny, and moisturized all day. A little goes a long way, too. Definitely a staple in my routine!” —Blanche

Get it from Amazon for $6.97 (available in multipacks).

Promising review: "I slapped this on my curls, and baby, it was like magic in a bottle! Y’all know the struggle — finding a product that defines your curls without turning your hair into a greasy, heavy mess. Well, this little wonder? It’s the truth! Lightweight? Check. Curl-defining? Check. Frizz-fighting like a warrior? Oh, absolutely. And let’s not forget the fact that it’s free of those nasty parabens and sulfates. My curls are poppin’, soft, and they stay in place without feeling crunchy. Humidity? Please! This cream laughs in the face of humidity and keeps your curls looking like you just stepped out of a hair commercial. And can we talk about the scent? Sweet, but not overpowering, it lingers just enough to make people wonder what your secret is. Plus, this little bottle goes a long way, so you’re not blowing your budget trying to stay fabulous. Bottom line, if you’re tired of your curls misbehaving, this is the curl cream that’ll have them acting right. Highly recommend!" —Bunny Marrah

Get it from Amazon for $7.97 (also available in a two-pack).

Check out BuzzFeed's full review of the Elizavecca hair treatment for more deets!

Promising review: "I didn’t expect to see a big change after one use, especially with how damaged my hair is, but my curls have completely transformed. They’re more defined, softer, and look so much healthier. This made a noticeable difference right away, and I’ll definitely keep using it." —Kinzee Harrison

Promising review: "I have permed hair with 3b curls, and this is the best mousse I have found! It does not leave my hair sticky or stiff, it’s very moisturizing, and the foam has a great consistency. The scent is light and pleasant, and this is my new go-to for both freshly washed hair and the day after re-boost. So glad I found this!" —Tonii

Get it from Amazon for $4.94 (available in a two-pack).

Promising review: "I’ve tried so many curl creams, but this one actually delivers. 🙌  It gives my curls definition without making them stiff or crunchy. My hair feels soft, hydrated, and way less frizzy — even on humid days. A little goes a long way, and it doesn’t weigh my hair down or leave buildup. What I love most is how natural my curls look — bouncy, shiny, and still touchable. Perfect for wash days or quick refreshes." —Karuna

Get it from Amazon for $8.67+ (available in two styles and multipacks).

Promising review: "I truly had my doubts, but whew, Beyoncé can do anything, I guess, because what she did is THAT! Only had to use a little, and the before and after results of my afro are like day and night. This product really does seal in moisture (it's like a drink for my curls) and styles perfectly, but doesn't make your hair crunchy or stiff. I was scared to use too much because it's on the expensive side for everyday use; however, it only takes a little." —Mrs. 4c

Get it from Ulta or Cécred for $19+ (available in two sizes).

Promising review: "This actually blew me away. I was truly SHOCKED by how well it worked. I bought it because I was going to be taking photos on a misty day, and my hair  stayed sleek, not only in the rain, but through the wind as well. I cannot recommend this enough! It also smells amazing." —Zipproah

Get it from Sephora (available in two sizes) or Amazon (available in two sizes and a set) for $14+.

Promising review: "I just washed my hair and I am officially in LOVE with this product! It smells SO good and makes my curls feel so soft, while also boosting curl definition and volume. There’s no film, and my curls aren’t crunchy after they dry post-application. My grays are usually always frizzy after I wash my hair, no matter what I use for my curls, but I’m not witnessing that at all with this product. Absolutely love this and recommend it highly to anyone with natural curls." —Tati

Get it from Amazon for $19.97 (available in a two-pack).

The Doux is a woman-owned small biz that specializes in professional-quality products for all hair types.

Okay, I have a secret. IDK how to do my hair when it's curly. *BUT* I'm slowly investing time into figuring out what the heck to do with it and what products actually define my curls. Well, this is one of 'em. This mousse was my best friend last summer. No flaking, no stiff hair, just soft, defined curls. I love this mousse; it works fantastically. 10/10.

Promising review: "ABSOLUTELY the best product. My 4c coils love this product, and my finger coils last an entire week with no flakes or itchy scalp. I also love that I only need this one product after I wash my hair." —Robyn

Promising review: "I’ve really loved this conditioner. My hair feels noticeably softer after using it, and it has helped my curls look smoother, healthier, and more defined without feeling weighed down. It leaves my hair feeling stronger while also adding moisture, which can be hard to find with curly hair products. A little goes a long way, and overall it’s been a great addition to my hair care routine." —ashlynnk

Get it from Amazon for $16+ (available in four sizes).

Rizos Curls is a Latine woman-owned small biz!

Promising review: "This leave-in so far has been AMAZING! I diffuse my hair, so I am very happy it has a heat protectant. It smells awesome, and I do feel my hair has been less frizzy and much softer. I have 2c–3a curly hair, and it has been great for me!" —Leslie

Get it from Ulta for $11+ (available in two sizes) or Amazon for $20.

Promising review: "10/10. 5 stars. ROUND OF APPLAUSE. This stuff is the BOMB. Firstly, if I could eat this product, I would. I'm not exaggerating when I say this is the BEST smelling hair product I have EVER used (and I've tried quite a few, folks). I am so, so happy to have finally found a product that suits my thick 2C/3A hair. I have a mix of curls and waves and often struggle to find something that 1) makes my entire head look good, and 2) lasts for more than a day. Whether I braid or blow-dry/diffuse my hair, it always looks fantastic with The Homecurl. Up until this point, I'd been using a mix of curl cream and gel, but I often found it was too heavy for my hair and weighed it down by the end of the day. This product feels so light in my hair, but has an amazing hold and does exactly what it claims to do." —TaliaSapphire

Get it from Sephora for $17+ (available in two sizes).

Promising review: "I have bleached, curly hair and have gone through some hair loss. Then, when it was growing back, I had so much breakage, I looked like I was getting my hair cut shorter and shorter — um, no, it was cutting itself. I started using this once a week for over a month, and I was shocked how soft and less frizzy my curls were. My hairdresser, a week ago, said she is noticing how much more moisture and strength my hair has. I have tried every curly hair product on the market, and nothing impressed me more than this. Pricey, but worth it!" —cassiegirl

Get it from Amazon for $29+ (available in three sizes).

Promising review: "I really love this gel. I bought all of the Pattern products and they are some of the best hair products I have ever used. My hair feels so moisturized and is very defined. I have thick type 4 hair for reference. The gels gives a good cast but it doesn’t get too crunchy and I haven’t experienced any flaking so far. The strong hold gel with the cream is the perfect combination. 10/10 recommend." —Nadiya

Get it from Amazon for $12+ (available in two sizes and scents). 

Promising review: "I used this product on my human hair lace-front wigs and my natural hair, and I must say that this conditioner will have every part of your hair super hydrated. When I used the conditioner on my wig, it brought my wig back to life, and when I used it on my natural hair, it made my natural curls so soft and moisturized. This product is perfect for a wash-and-go." —Janisha Foster

Get it from Amazon for $17.46+ (available in two sizes).

Promising review: "What can I say? This hair oil is exactly what a hair oil should do for the hair: add a subtle, natural sheen, make the hair SOFT and manageable, and smell luxurious. I have very curly hair, and when I add this oil, I notice it gives my hair a boost in softness AND manageability. Also, it smells divine, so for date nights and special occasions, it's great to slick this into my hair." —Naomi

Get it from Ulta or Cécred for $22+ (available in two sizes).

Promising review: "This curl cream is an excellent choice for anyone looking to enhance their natural curls with definition, softness, and long-lasting hold. From the first use, it helps reduce frizz and provides deep moisture — perfect for curly hair that tends to get dry or puffy. The texture is lightweight and spreads easily through the hair without leaving any white residue." —Lisbeth

Get it from Amazon for $6.19+ (available in multipacks).

Promising review: "This is my first time leaving a review but I recently cut off my relaxed hair and have been experimenting with some natural hair products to use as stylers for my wash-n-gos. This has been the BEST product I've used. Normally after day one and two my hair gets dry when I use other products, but today is day six after using this product and my hair is unbelievably soft and moisturized. Not an ounce of dryness. The consistency is somewhat like a gel but it doesn't leave my curls crunchy at all. My hair was well defined. I love this product and I would recommend it to anyone." —IslandPrincess

Get it from Amazon for $18.84 (available in a two-pack).

Promising review: "I've had thick, curly hair my whole life. This is one of the best curling lotions I've tried. It smells AMAZING! Like coconut and vanilla. It moisturizes my curls well without a greasy feel or look once my hair has dried. My hair is soft, and I can't stop touching it! No feeling of stickiness or crunchy hair after the product and hair have dried completely. I would definitely buy this product again. For the price, it is so worth it!" —Jennitude

Get it from Amazon for $5.97 (available in multipacks).

Promising review: "Great daily hydration. Product feels, smells, and works amazingly!! Light enough to use prior to a blowout, and daily as instructed. Leaves hair moisturized without feeling greasy or heavy." —Andrea

Promising review: "I've always been a fan of the hydrate line, but decided to try this new product. My hair has been blah lately, and when I tried it, my hair had never looked better. I have manageable curls right out of the shower, and the shine that it gave my dull hair is beautiful, as if I came out of the salon. My hair needed this product!" —Ang

So my hair is a burgundy-black-cherry situation right now. I dyed it in fall 2024 and have been dying it in different shades of burgundy since. L'Oreal HiColor doesn't contain bleach, but obvi, it contains somethin' strong enough to lighten my naturally dark brown hair to burgundy. I dye my hair myself, and for a verrrry long time, I didn't take proper care of it. Basically, I've fried my beautifully healthy hair by constantly straightening and curling it. It's broken off in the front, so now, it's time for protective styles and no heat. I started wearing my hair curly, and I knew that if anything could revive my hair, Cécred products could. So the gif above of my hair is right after washing with the shampoo and conditioner, then using the moisture-sealing lotion to add some hydration. My curls look amazing, and they smell heavenly. My hair has suffereddd, so this is all I'll be using until it grows back out and is healthy again, but already, it honestly looks great for a simple wash and moisturize. It is damaged, and obviously, this won't be an overnight miracle, but my curls feel hydrated, and don't look too damaged. I've ruined my hair plenty of times and resurrected it without chopping it off, and this is the first time where I'm not panicked by how I'm gonna pull it off because of how my hair looks and feels. I mean, I hid the damaged, broken-off front pieces of my hair very well because they're moisturized and not standing out like straw. They lay and blend like a dream, if broken hair could even be that. This is my color-treated hair must-have. Plus, it's soooo quick!

Get it from Cécred (available in two sizes) or Ulta (available in three sizes) for $16+.

Promising review: “This MultiCultural Curls Cream is amazing! It defines my curls beautifully without making them feel crunchy or weighed down. The texture is lightweight yet moisturizing, which works perfectly for my mixed-texture hair. It helps control frizz and keeps my curls soft, bouncy, and manageable all day. I love that it blends the needs of different curl types in one product. A must-have for anyone with multi-textured or curly hair!” —maria edwards

Camille Rose is a woman-founded/owned business. 

Promising reviews: "I have been wanting to try Camille Rose for a while now, and this was the first product I thought to pick up. It did not disappoint — it smells really nice and really keeps my hair moisturized. I will be repurchasing! Hair type:4a/4b." —Folasayo

"I have long, frizzy, wavy hair. When I put this product on my hair, it smells great, leaves my hair with beautiful curls, and it's soft to the touch." —Kindle Customer

Get it from Amazon for $16.09 (available in a two-pack).

Promising review: "This has been great for my fine, curly hair. It's all I need to get it clean in the shower. I will still use a clarifying shampoo every other week or so, but this does the trick as far as getting it clean and detangled. It smells like bubblegum, delicious!" —ShanM

Promising review: "Obsessed with this product. It makes all the difference when I’m styling my curls. If you do your curly hair routine with mousse and gel, TRUST ME, you want this product. I put this curl cream in my hair before I put in the mousse and gel, and it keeps my hair from being crunchy. Plus, it smells amazing." —Malsim

Get it from Amazon for $16+ (available in two sizes).

Promising review: "Obsessed!!!! Must get. I have curly hair that I have bleached for eight years, and stylists say you can have it blonde and short, or long and your natural color. This product allows me to wear it blonde and be long." —JChurgs

Get it from Sephora for $19+ (available in three sizes).

Promising review: "This is the first steamer I have ever bought, and I am in love. So easy to use, and makes deep conditioning my hair feel like a salon experience. The steamer is of great quality, and I was able to steam-comb through my coily/curly hair with ease. So happy with this purchase. It is also such a pretty color." —Angie

Promising review: "This is so hydrating for curly hair! I bought the regular size a few months ago and absolutely fell in love with it. I have thick 3c curls, and it's very hydrating, but it doesn't weigh my hair down. My brother also loves it, and he has very dry 4a/4b hair, and it's also very nourishing for his hair type as well. I just bought the value size because of how much I use it! I am definitely going to continue to buy this!" —msantelises3

Get it from Sephora for $12+ (available in three sizes).

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BuzzFeed Shopping is service journalism first: our writers and editors spend all day shopping so you don’t have to, vetting products, fact-checking brand claims, and surfacing what actually helps in real life. We center readers over revenue, recommend products with authenticity (using real experiences, not ad-speak), and reflect our diverse audience, inclusive of a variety of price points, people, and needs. We cut through fake deals, favor useful info over glossy fluff, and recommend both budget and splurge options with context so you can decide what’s right for you — and still have a little fun along the way.

Reviews in this post have been edited for length and clarity.