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Curls can be a challenge to style. They come by that reputation honestly: A rainy day or the introduction of one new product can throw the whole look off. No two curls, even on the same head, are identical, so selecting the very best curly hair products for your pattern and preferred style will involve trial and error.
“What’s interesting about curls is that there’s an inconsistency a lot of times,” says Larry Sims, celebrity hairstylist and co-founder of Flawless by Gabrielle Union. “They can be so in between — straight here, wavy there, curly here — and going with the natural texture, it looks fuller a lot of times and just healthier. Don’t be afraid to lean into natural hair, because a lot of people, for the longest, tried to fight what they were born with.”
Top Curly Hair Products of 2025
To know what naturally curly hair products you need, you first need to know your curl pattern. Natural hair expert Annagjid “Kee ” Taylor explains that this is categorized by numbers and letters. “The numbers 1 to 4 refer to curl families, and the letters (A to C) indicate how tightly wound the actual curls are. So, type 1 hair has basically no curls or is straight, type 2 has waves, while type 3 includes spiraled curls and 4s have kinks and coils.”
Most curly hair products are carefully designed with each of these curl patterns in mind, so look for products that embrace and enhance your natural texture. When you start working with your natural hair and not against it, you may be surprised that it’ll start working for you, too.
With the help of Sims, Taylor, and Chicago hairstylist Alex Brown — as well as extensive product testing across various curl patterns — we’ve pulled together the best products to enhance your curly hair. From creams and oils to mousses and co-washes, these curly hair products are guaranteed to bring new life to your curls and coils.
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Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil
Size: 2 fl oz
Key ingredients: Over 30 essential oils
Mielle’s minty scalp and hair oil is the It girl of curly hair products — the budget-friendly oil has 350 million views on TikTok and over 45,000 five-star reviews on Amazon. What’s so great? The blend of rosemary, mint, and 28 other essential oils deliver a soothing feel on your scalp, with the promise of fuller-feeling hair with consistent use. This top natural curly hair product is multi-purpose, too, as you can use it with a scalp massager for a scalp facial moment, or rake it through your ends for shine and bounce.
Editor testing and review notes: “I first picked up Mielle’s rosemary oil to encourage hair regrowth around my temples — the first area I’ve started to notice hair thinning. I loved the tingly sensation and refreshing fragrance so much that I began experimenting with it on my ends, too. I’ve noticed a measured improvement in the thickness of my hair around my temples, plus softer, bouncier ends of my type 2 curls.” — WWD Shop Senior Beauty & Lifestyle Commerce Editor Claire Sullivan
Price upon publish date of this article: $9.97
Fenty Beauty The Homecurl Curl-defining Styling Cream
Size: 11.5 fl oz
Key ingredients: Wild mango butter
Rihanna’s Fenty Beauty made its highly-anticipated entry into the hair care category in 2024 with nine products catering to all hair types and textures. This Fenty Hair formula is designed for the full spectrum of curl patterns, designed to supply soft-touch definition. Mango butter is the formula’s hero ingredient, working to deeply hydrate hair without weighing down curls to the point that they elongate or fall flat. Our curly hair product testers noted incredible results when paired with a hair gel for extra hold.
Product testing review notes: “My curls felt very smooth and soft with this product, and when paired with a gel, I found that using this after a wash day allowed for up to 4 days of looking good,” reports WWD Shop product tester Isabelle Bouvier, who has type 3 curls. “I tried this product two ways: one on wash day to style dripping wet hair, brushing it through; and also on damp hair to refresh my curls. I found that when used on soaking wet hair, this product works beautifully to smooth curls and provide both definition and volume. However, if my hair wasn’t soaking, the product makes my curls crunchy.”
Price upon publish date of this article: $28
Better Natured Hydrating Leave-in Milk
Size: 6.7 fl oz
Key ingredients: Plant-derived milks
To quench thirsty curls or enhance ringlets a few days after washing, go with this Better Natured Leave-in Milk. This surprisingly hydrating formula gets its magic from a high concentration of plant-based milks (derived from coconut, Tahitian Palm, and white orchid). The brand ranks high for curly types on Amazon — and was a standout amongst our testers who trialed curly hair products across a range of prices and formats.
Product testing review notes: “My hair was soft, hydrated, and easy to manipulate after using this product. The hydration definitely gave my curls more definition,” explains WWD Shop product tester with type 4 hair, Breana Beaudreault. “Typically sprays don’t work well with the porosity of my hair, but this one did. It’s a little heavier than other sprays I’ve tested, which seemed to help my hair retain moisture once dry. I also used to it to revive my hair between washes.”
Price upon publish date of this article: $22
Expert pick
Ouai Curl Créme
Size: 8 fl oz
Key ingredients: Linseed, chia seed, and coconut oils
“In the winter months, I would recommend swapping out any hair products that include alcohol in the ingredient list, which can cause dryness and static,” says Brown “Try replacing them with a moisturizing, defining cream instead, like one of my favorites: the Ouai Curl Créme.” This cream is great for those who are sensitive to chemicals, and it has a fragrance-free option for easily-irritated scalps, too. Word to the wise: Those with type 2 hair should skip the creams, says Sims, because the heavier formulation will not only weigh down the curl and minimize definition, but also make hair look greasier faster.
Price upon publish date of this article: $32
Shaz & Kiks Unearth Yourself Balancing Clay Hair Cleanser
Size: 7.7 fl oz
Key ingredients: Multani Mitti clay, Jamun Indian berry seeds, and hibiscus
Pencil this in for your next wash day. For a deep cleanse, Shaz & Kiks’ hair wash contains mineral-rich clay that efficiently draws out excess oils. This is beneficial for type 3 and 4 curl patterns who prefer to go weeks without a true wash — the clay works efficiently to lift product buildup from days of styling and refreshing your curls (all without stripping the strands, according to our testers). On top of clay, the waterless cleanser includes berry seeds to slough dead skin from the scalp and hibiscus to strengthen the follicles for less hair loss.
Product testing review notes: “This hits the perfect balance of cleansing without stripping my hair; it smells great, and it feels amazing on the scalp when lathering. I usually co-wash rather than shampooing regularly, but when I do need that deeper clean, I trust this won’t entirely strip my hair in the process. I have to be very careful to make sure all of the seed bits have been effectively rinsed out as they can definitely get lost in your hair! I found a few bits when I was combing and conditioning the first time, so I just have to be mindful of that when using the hair wash.” — Beaudreault
Price upon publish date of this article: $42
Shaz & Kiks Unearth Yourself Nourishing Naram Conditioner
Size: 7.7 fl oz
Key ingredients: Kokum butter, ashwagandha, and an ayurvedic oil blend
Hydrated curls are happy ones. However, our testers had a hard time finding products that delivered essential moisture without weighing down ringlets. This conditioner from Shaz & Kiks earned high marks for its ability to revive dry hair and lessen frizz without creating excess buildup or weight on the strands. Other pros? It’s quick to detangle hair in the shower, works as a leave-in mask, and enhances shine.
Product testing review notes: “I really like this product. It smells great but not overpowering and has good slip. You don’t need to use too much to feel like it’s doing its job at moisturizing — it’s a lot more hydrating than other conditioners I’ve tested, but it doesn’t feel too heavy or watery on the hair,” explains Bouvier, who used the product as both a standard conditioner and a leave-in hair mask. “I recently blew out my hair and forgot to use heat protectant so I used this as a mask after and it really saved my curls from damage.”
Price upon publish date of this article: $42
R+Co Bleu Soft Bounce Natural Texture & Curl Conditioner
Size: 6.8 oz
Key ingredients: Banana fruit extract, chia and flaxseed-derived polysaccharides, black seed oil, and vegan keratin
Finding that magic hair care product — or step in your curly hair routine — can unlock a whole bunch of great hair days. For many of our testers, that was R+Co Bleu’s Soft Bounce Natural Texture and Curl Conditioner. While the corresponding shampoo didn’t impress our panel as much as other curly hair cleansers, the conditioner earned stellar reviews for its ability to make curls feel soft and look hydrated for days on end. This results in less buildup, as fewer hydrating leave-ins are required to refresh, moisturizer, or soften the hair days between washing.
Product testing review notes: “I found that my hair stayed soft and hydrated for longer than it typically does after wash day with this product,” says Beaudreault. “And when I used other styling products during the week, it seemed to prevent my hair from becoming crunchy or stiff with those products because it stayed soft.”
Price upon publish date of this article: $49
Fenty Hair the Gelly Type Strong Hold Gel
Size: 7 fl oz
Key ingredients: Bamboo sap water
Out of 11 hair gels tested for consideration in this article, none impressed us more than Fenty Hair’s. Where many gels feel sticky, crunchy, or result in white flakes, our testers reported nothing but smooth, shiny hold with the Gelly Type Strong Hold Gel. Notably, it didn’t create buildup after multiple uses and played well with other leave-in conditioners and styling products used during testing.
Product testing review notes: “This is the best soft hold gel that I’ve had. I used it to style my hair in twists and into cleaner french braids. I love that it held my twists in place, tightened and cleaned the look of my braids, all without making my hair feel stiff or crunchy. It also left a great sheen, especially on the twists, and smells divine. It doesn’t become flaky with time as others do, and left my hair looking healthy. This is my new go-to gel for easy styling.” — Beaudreault
Price upon publish date of this article: $26
Truss Miracle Summer Conditioner
Size: 10.14 fl oz
Taking good care of your curly hair entails assessing environmental factors that could be impacting it. If you regularly swim or require extra TLC for dyed curly hair, we recommend Truss’ Miracle Summer Conditioner. This incredibly emollient formula earned rave reviews from our testers for its ability to detangle hair (essential after chlorine exposure, a saltwater swim, or even everyday styling) and because it delivered more long-lasting moisture than similar options we tried. Also worth noting: A little goes a long way, upping the product’s value.
Product testing and review notes: “I loved this product (because my hair loved it)! I didn’t even need to use a detangling brush to comb my hair out with this product. My hair retained the moisture for days and my curls felt particularly defined and bouncy. This one is worth the money and also I found a little product went a lot further with this, so it will also be a product that lasts, making it even more worth the price. Considering how much my hair drank this up, it is both a value product and a quality product, which is rare.” — Beaudreault
Price upon publish date of this article: $34.95
Expert pick
Bread Beauty Supply Hair Wash Gentle Milky Hair Cleanser
Size: 8.4 oz
Key ingredients: Argan oil, lemon tea tree oil, aloe vera juice
Bread Beauty Supply founder Maeva Heim wants to redefine what it means to have “good” curls, and she counts a good hair cleanser — like the version from her label — as a crucial first step to curl heaven. “That sounds kind of boring, but honestly, your shampoo sets the tone for your entire wash day,” she cautions. “If you use one that strips too much, you’ll probably be disappointed with your conditioner results, or if you use one that doesn’t clean properly, you’ll have to start all over again.” And despite its no-glory status, she argues that a shampoo is “one of the most important steps of your routine, so find a really good one that works for you.” For many reviewers, this cleanser is the best shampoo for curly and frizzy hair they’ve tried.
Price upon publish date of this article: $20
Briogeo Don’t Despair, Repair! Super Moisture Conditioner for Dry + Damaged Hair
Size: 16 fl oz
Key ingredients: Almond oil, algae extract, argan oil, vitamin B5
“Over-processing, color damage, heat damage and sun damage can all contribute to dryness or frizziness to your hair,” explains Sims. “You really want to make sure that you’re moisturizing your hair and rebuilding it from any of those damaging elements.” Enter Briogeo’s insanely effective and cleanly formulated conditioner that’s clinically shown to decrease hair breakage after just two uses. Loaded with algae extract, argan oil, panthenol and other natural ingredients like minerals and amino acids (95 percent of the composition is naturally-derived, by the way), this conditioner for curly hair will make your strands healthy and strong with consistent use.
Editor testing and review notes: “I frequently style my color-treated curls, so suffice to say that my hair is always thirsty for hydrating, reparative products. This conditioner is rare in that it adds serious moisture and shine without making my curls fall flat or feel weighed down.” — Sullivan
Price upon publish date of this article: $39
Better Natured Heat Styling Lotion
Size: 5.1 fl oz
Key ingredients: Plant-based milks
Protecting your hair from heat exposure is essential for healthy, bouncy curls. Before using a hair diffuser (or on days you’d like to smooth out your curls with a flat iron), ensure you prep with a heat protectant to prevent damage. Compared to similar options in the product category, Better Natured’s is far richer and more hydrating. This works double time to protect delicate hair and enhance shine and touchability.
Product testing review notes: “This is great to keep a blowout frizz free. Usually I use hair oil to tame flyaways from a blowout but I prefer this lotion because it doesn’t leave any residue and doesn’t make my hair oily to the touch,” says Bouvier, who applied the product after blowing out her hair. “The smell is clean but light which is great because I’d imagine it’s always being used alongside other products that might be more fragrant. It’s lightweight and doesn’t leave any residue.
Price upon publish date of this article: $22
Unite Hair 7 Seconds Detangler Leave-In Conditioner
Size: 8 fl oz
Key ingredients: Rice protein, vitamin B5
Detangling is a dreaded step in a curly hair care routine, but Unite’s 7 Seconds Detangler Leave-In Conditioner makes quick work of the task. This TikTok-famous beauty product (it has over 100 million views on the app) is appropriate for all hair types, but particularly helpful for curly ones. You can use this best detangler for curly hair on damp or dry hair in tandem with a wide-tooth comb to break up knots without losing strands or causing damaging friction. Mist it on after shampoo and conditioner, or for extra shine and softness between wash day. This formula isn’t exclusive for use on tight curls and coils — it’s one of the best wavy curly hair products, too.
Editor testing and review notes: “My hair has a mind of its own after I wash it — I get tangles from my roots all the way to my ends. This detangler is the only one I’ve tried that works without loads of repeat misting — four pumps on my thick hair makes it easy to glide a brush through without a hindrance.” — Sullivan
Price upon publish date of this article: $40
Expert pick
Bumble and Bumble Bb Curl Defining Cream
Size: 8.5 oz
Key ingredients: Cocoa butter, shea butter, avocado seed oil, jojoba oil
“Go into your creams for type 3 texture, because the hair porosity is going to be a little more absorbent,” explains Sims, adding that a cream “locks in the smoothness, so the curl won’t swell as easily.” His go-to technique is the “scrunch-and-go,” which means you take a dollop of Bumble and Bumble’s frizz-reducing, moisturizing curl cream and scrunch up from the ends toward the root, then let hair air dry. This cream works to add hydration, define curls and reduce frizz. It’s one of the best products to make hair curly, too, so you’ll love it if you’re on the wavy hair train.
Price upon publish date of this article: $16
Expert pick
Shu Uemura Essence Absolue Nourishing Protective Hair Oil
Size: 1.7 oz
Key ingredients: Japanese red camellia oil
“Add a nourishing oil to your daily routine,” Brown recommends, particularly for types 2 through 4 who can benefit from this extra dose of moisture. Brown counts Shu Uemura’s Essence Absolue as one of her go-to options, and one of the best products for dry curly hair. “Apply hair oil to your ends before blow drying, but also add a half pump throughout the day to tame static and hydrate the hair — just as you would do with lotion on your hands,” she says. Meanwhile, Sims says people with type 3 and 4 hair can use hair oils from root to end to “give moisture without weighing it down and make it look refreshed and polished.”
Price upon publish date of this article: $42
Expert pick
Kérastase Curl Manifesto Nourishing Mask for Curly Hair
Size: 6.8 oz
Key ingredients: Manuka honey, ceramides
All hair is different, especially curls. But even if your hair type is 1, never skip a biweekly deep conditioning treatment, says Sims. According to the hairstylist, thick hair and coils require mega moisture and types 3 and 4 should ramp up to weekly masking. “Look for creams and be consistent with masking and treatment to maintain your hair’s moisture and elasticity,” suggests Taylor. Kérastase’s mask nourishes strands and smooths the cuticle with manuka honey and ceramides to revive and refresh dull, dehydrated hair. A little goes a long way, so the tub will last you up to six months.
Price upon publish date of this article: $68
The Different Types of Curly Hair
Before you begin your search for the best products for curly hair, you’ll need to figure out your curl pattern. Below, a breakdown of the different types of curly hair:
- Type 1: This hair type is pin-straight, without any bend or movement. But as you move from hair types 1A to 1C, you can begin to see a whisper of movement.
- Type 2: “In type 2, you’ll see a slight disconnect from straight hair to a light, very loose curl,” says Sims. “It’ll start from a soft, sort of beachy, natural wave to almost a loose curl.” And his favorite part? “You have the versatility of being able to go from straight to curly without really damaging the integrity of the natural curl.” This hair type benefits most from light products, like curl, salt or texture sprays, but not heavy creams, which can weigh down the delicate wave.
- Type 3: Ranging from a medium curl to a tighter corkscrew, Sims says that type 3 hair has “great definition” if you work with it correctly. “It tends to be a bit thicker, especially at the root, than type 2,” he says. “Think more volume, a thicker root and a cleaner, S-shaped curl.” With type 3, you can move into products that feel a little heavier, like leave-in conditioners and creams, plus a biweekly moisturizing hair mask, recommends Sims.
- Type 4: Often coarse and coily, Sims says type 4 hair is “way more thick, and you’ll feel the coarseness in the hair versus a tight type.” A looser type 4 — 4A — is still super tight, but can be defined with a curl cream, says Sims, while 4B and 4C are the coiliest styles and traditionally set weekly with rods or curlers, or Sims’ favorite approach: “rock it fro-y” style. “The biggest challenge for type 4 hair is moisture,” he says. “The kinkier the hair, the drier it is. And the tighter the curl, the drier it becomes.”
- Curl pattern: Assessing your curl pattern is the first step in choosing the best curly hair product for you. Type 2 hair does best with lightweight products like texturizing sprays, water-based foams, and lightweight oils, as these won’t weigh down curls and coils. Type 3 and 4 hairs can go with richer products like rich creams, leave-in conditioners, and intensely nourishing hair masks.
- Porosity: Your hair porosity has to do with its ability to absorb products. Curly hair types tend to have high porosity, meaning the cuticle each of strand is more sponge-like, and typically more prone to damage. The best products for high-porosity hair are moisturizing oils, creams, and masks that are formulated without harsh ingredients like sulfates.
- Hair damage: Frequently heat styling your hair, brushing too hard, and chemically treating or coloring your hair can lead to breakage and brittleness. If you fall in that category, you’ll want to seek out curly hair products that rebuild bonds (like Olaplex) as well as heat protectants to prevent your hair from feeling then burn when you whip out your favorite hair styling tools. Using a detangler for curly hair is also helpful; these leave-ins help reduce friction during brushing or braiding.
- Styling preferences: Those who wear their hair in protective styles will want to seek out products that deliver major moisture and light hold — a leave-in conditioner and a hair oil for curly hair is a great combination to try. If you tend to air dry your hair, go with a mousse. And for those who use a diffuser to dry curls or refresh them between washes, you’ll want a great heat protectant and a curl-defining cream.
The Different Types of Curly Hair Products
Those of us with curly hair deeply understand the strife and struggle that comes along with trying to manage our curly hair. But the truth is, the best products for curly hair are designed specifically for our hair type, helping to maintain moisture and bounce for healthy ringlets.
- Co-washes and hair cleansers: This important first step is often overlooked, but the key to getting curly hair to cooperate and look gorgeous is to start off on the right foot with the best shampoo for curly hair, especially for your hair type.
- Conditioners: A creamy conditioner is crucial to make your hair silky smooth, healthy and hydrated. From waves to tight coils, dryness is a common problem and the right conditioner for curly hair will set you up for success by creating a strong foundation to style and manage.
- Styling creams and gels: Using the right styling product and applying it correctly is often where curly haired folks trip. Dousing hair in product is a one-way ticket to starting over, so it’s important to remember to start with a small amount — you can always add more later.
- Hair oils and masks: Hair oils are multipurpose products that pull their weight in your routine — you can massage them onto your ends to decrease unwanted frizz, or apply them from root to tip as a weekly intensive moisture treatment. If your scalp tends to feel dry or irritated, work a rosemary or tea tree oil onto your scalp to help decrease buildup and calm inflammation. Masks, on the other hand, have a sole purpose of treating and preventing damage. The best masks for curly hair will flood your strands with moisture and nourishing ingredients for long-lasting shine and softness.
How We Tested and Chose the Best Products for Curly Hair
Our panel of curly hair product testers includes individuals with types 2 to 4 hair. Left to right: WWD Shop editor Claire Sullivan, WWD Shop product tester Isabelle Bouvier, and WWD Shop product tester Breana Beaudreault.
Courtesy
To select the best curly hair products, our editors interviewed four curl experts for their input on key steps in a curly hair routine, and considerations to keep in mind when selecting the best products for curly hair. We combined their input with extensive market research, factoring in personal product testing, customer reviews, and new innovations.
Each product on our list was either tested firsthand by editors and product reviewers with curly hair, or came recommended by the curly hair experts we interviewed for this article.
To conduct unbiased product testing, a panel representing multiple ethnicities and types 2 to 4 hair trialed a number of formulas across product categories for a minimum of two months. During testing, each product was evaluated individually and combined with other products to asses results and versatility in common curly hair routines.
For the 2025 update, our editors conducted a comprehensive review of the existing curly hair products on our list, cross referencing those formulas with results from the most recent round of extensive product testing. Our final list includes the best hair products for curly hair types 2A to 4C, including key steps in the hair care process like washing, maintaining, and styling hair.
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Meet the Experts
Larry Sims is a celebrity hairstylist and co-founder of Flawless by Gabrielle Union. Sims’ work has been featured on Good Morning America, The View, The Today Show, CBS This Morning, and Entertainment Tonight, to name a few. Larry’s artistry on his celebrity clients have graced the covers of Vogue, Elle, Vanity Fair, Marie Claire, Allure, and Essence Magazines. His career has spanned over two decades in the entertainment industry with a plethora of film, television, & red carpet credits. His celebrity clients include Zendaya, Tracee Ellis Ross, Kerry Washington, Alicia Keys, and more.
Annagjid ‘Kee’ Taylor explains celebrity hairstylist and natural hair YouTuber. Kee owns the Philadelphia salon Deeper Than Hair, which is one of the country’s premiere salons for naturally textured and Black hair. She’s also the author of the children’s book, “All Hair Is Good Hair,” to help girls love their natural hair.
Irinel de León is a curl expert, Ouidad Brand Ambassador, and celebrity hairstylist who has worked with the likes of Kendall Jenner, Bella Hadid, and Jessica Alba.
Alex Brown is a Chicago-based hairstylist who learned the ropes from the legendary Jen Atkin. Brown is a favorite of many of today’s It girls, including Hailey Bieber, Bella Hadid and Chrissy Teigen. She recently opened her own hair studio in Chicago.
Meet the Author
Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits beauty, fashion and lifestyle stories. She has over six years of experience as a writer and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She’s tested hundreds of curly hair products on her type 2B curls, so she’s well-versed in selecting the products that make a meaningful difference in curl definition and hair health.
New York-based writer Kaitlin Clark contributed to reporting for the original version of this article on top products for curly hair.
