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Leave-in conditioners, repairing hair masks, hydrating shampoos, and other haircare products too good to gatekeep.

I am a contributor who has been writing for the BuzzFeed Shopping team since 2021, covering just about everything: home goods, beauty, fashion, gift guides, practical life hacks, tech, travel, personal wellness, and big sales events.

TGIN is a Black woman–owned small business based in Chicago, Illinois, that sells a wide range of haircare products, including shampoos, conditioners, mousses, styling gels, oil blends, and more!

Promising reviews: "This product leaves my hair so light, fluffy, and bouncy! It's not hard, so soft to touch!! If you wear your natural curls ( and it's just not for people of color), your curls will thank you!!!!" —Seashore1959

"Love to use this on my natural hair after a wash. Two-strand twists come out beautiful. Leaves my hair soft, smelling great, and moisturized." —NO

Promising reviews: "I was looking for a product for my hair after all of the summer swimming/chlorine dries it out. I went with this product because the ingredient list was limited to things I can actually understand. I was pleasantly surprised by the result. After one use, my hair is softer and shinier, and I didn't even have to style it. Definitely would recommend." —Ray Ray

Promising review: "I absolutely love this product! It’s incredibly effective and leaves my hair soft, shiny, and easy to manage. It’s truly the best hair treatment I’ve tried in years, and it has become a must-have in my routine." —Lovely F.

Get it from Cécred for $39 (also available in a travel size).

Make sure your hair is wet when you use this, and apply liberally from roots to ends. Use once a week or twice a week if you have severely damaged hair.

Promising reviews: "This stuff is great. My hair was very dry and damaged, but this made it feel soft and strong again. It's very easy to use before I shower. Highly recommend!" —Stephanie

"BEST HAIR TREATMENT EVER!!!!! This stuff works miracles on damaged hair. I have thick, long, curly hair, and I had highlights over the summer. The chemicals in my hair, plus sun exposure, plus chlorine, water, damaged my hair, and my ends were dry and brittle. This treatment literally saved my hair. I was about to cut off 3–4 inches, but I feel like my hair is super soft now, and there's no need to take off length! This price is also magical compared to salon prices. Use as directed on the bottle. I apple 2x week, 20 minutes before my shower, and 1x week overnight, and shower in the morning." —Bianca

Get it from Amazon for $34+ (available in two sizes).

Promising reviews: "This product has made my hair the softest it’s ever been. I would 100% recommend this product!" —Jen B.

"I've tried about 30 different products to soften my bleach-damaged hair. This is the ONLY one I'd recommend. Smells great, doesn't make my hair oily, and leaves it super soft. I love this miracle in a bottle!" —Kristie

Get it from Amazon for $29+ (available in two sizes and a two-pack).

Promising review: "I love the shampoo. My hair feels soft and clean. I use demi-permanent hair color that slowly washes out, so I avoid harsh roots. Salon brands would wash the color out quickly, but my Prose shampoo is making my color last longer, and look richer." —Olivia P.

Promising review: "I don't think I've ever had a conditioner leave my hair soft all day like this one does. Just a few minutes of soaking and it's great. I definitely notice a difference in the tone of my natural hair color. I have kind of an ash strawberry blonde thing going on, with gray hairs interspersed, and I also have a strip of purple color. This keeps everything vibrant and interesting, even as the purple fades." —Marcella G.

Check out a TikTok of the Color Wow Dream Coat Supernatural Spray in action. 

Promising review: "I will forever buy this product!!! I recommend it to literally everyone. It is an absolute game changer and so worth the price. My hair used to always be staticky, and my baby hairs by my bangs would stick straight up. Nothing worked without making my hair also feel greasy. Until I found this! Also makes my hair so shiny, smooth, and soft. My hairstylist even asked what I use on my hair because it’s so soft." —Raisingafamily

Get it from Amazon for $14+ (available in two sizes).

It's recommended to use this product on the ends of your hair (be careful to avoid your scalp), two to three times per week on wet hair after you shampoo. You should use one dose if you have fine to medium-textured hair, two to three if you have thick to curly-textured hair, and add one extra dose if you have long hair. 

Promising reviews: "Works so well to SMOOTH out damaged, color-fried, and ruined hair! My hair was trashed from a whole summer of sun, sweat, chlorine, and weaponized hair tools. Hardly any scent! I just used it once! And I just ordered two more bottles. Great product, don’t even have to use a lot. Did NOT use additional conditioner, and it still made my hair shiny, sleek, and glossy. I’m amazed and HAPPY!" —Janet Allen

"Makes my hair so soft! I use it twice a week as I have short hair. Such a great product for a very affordable price!" —Barbara Lopez

I love this hair oil. I use it every so often as a scalp treatment — I've always struggled with a dry, itchy scalp, but using this regularly makes a difference. I can confirm it definitely makes hair softer and shinier and works as a quick-fix for frizzy hair (which I seem to be plagued with six days of the week, at least). Since my hair is fine, most styling products tend to be too heavy, but this oil feels very light in the hair, and it smells heavenly. 😍 I don't have a very expansive collection of hair styling products, but this one has made the cut! It's a new must-have for me.

Promising reviews: "This oil has made my hair feel silky soft! I love this and have even gotten my sister to enjoy this product too!" —Smith

"I have been wanting to buy this for a while, but was skeptical if it would actually help. And wow, am I so glad I finally bought it! After just 2–3 uses, my hair is so soft, moisturized, and no longer looks stringy. It has gotten rid of the winter static and just makes my hair feel so soft." —Taylor T.

Get it from Just Ingredients for $39.99. 

Read more about how biotin shampoo could help with the fullness of hair at Cleveland Clinic. 

Promising review: "I've been using this for about a month and change, but I wanted to wait until it had been a while to get good results and give an accurate review. For reference, I have mid-50s thinning, perimenopausal, easily falling out hair. I used the shampoo as directed, leaving it on for about three minutes while washing the rest of me and then washing it out. Within just a few washes, I noticed a difference in my hair falling out. It didn't stop it, but it certainly helped slow it down. The thickness of my hair is also noticeably better and it doesn't fall flat to my head like it used to. My hair after washing is always very soft and shiny and it doesn't leave my scalp dry or my hair brittle. I have the Peppermint scent, which I highly recommend, and it smells fantastic without being overpowering. Overall, I am very pleased with this shampoo, as it does everything that I wanted it to do. Clean my hair, help with thinning and hair loss and also leave bouncy happy hair." —RevCritter

Get it from Amazon for $14.95+ (available in seven scents, four sizes, and in multipacks).

The brush has special vents that allow air to flow so hair dries faster. Plus, it's quicker than using a dryer and then a flat iron or curling iron, which equals less heat damage.

Promising reviews: "This Revlon blow-dry brush is a marvel. 💁‍♀️ I love it because it dries and styles at the same time, saving me so much time in my routine. It leaves my hair voluminous, soft, and with a salon-quality finish — without the need to use several tools." —Yaine

"This brush is worth every hype about it! Stretching my hair has become so easy once you understand how to properly use this brush. The best thing about it is how my hair feels soft (I use the lower setting); and it gets the roots of my hair. It looks like a blow-dry straight from the hair salon, and I’m not that good with styling tools. If you’re someone who does not like spending hours stretching their hair, this is for you! It works well!! 🙌🏾" —Kels

Get it from Amazon for $42.34+ (available in five colors/styles). If you've tried barrel-shaped hot air brushes before without success and have tighter curls or coils, you may want to try this paddle brush, which reviewers with 3a–4c hair swear by.

Promising review: "I’m back to buy this again and thought I should probably leave a review as I hardly ever double-buy hair products. My hair has been over-processed hard and was in bad shape. But really thought I was going to have to do a big cut, and this stuff single-handedly saved my hair. I use it twice a week in place of conditioner, and once every so often, let it sit for a longer time before rinsing. This stuff is MAGIC. My hair is soft and shiny. It looked like hay before." —Jenna Young

Here's more from BuzzFeed writer Elizabeth Lilly:

"I have a very thick head of naturally curly hair and have put it through just about everything, including all kinds of hot tools, at-home dye kits, the gamut of shampoo and conditioner types, basically every dry shampoo and hair oil in existence, and just about anything else to try for a story for you dear readers. Lots of products have either straight-up failed, been meh enough for me to not recommend, or been fantastic but so costly that I feel guilty recommending them. Basically, a lot of stuff ends up in the trash or pawned off on my (grateful) friends when it isn't a fit for me. But THIS STUFF. This stuff has become my go-to for spraying on my wet hair and then blow-drying. Normally, I'd apply a heat protector and an oil treatment or leave-in conditioner before blow drying. But this 10-in-1 treatment takes the cake! Most of the time when I use it, I don't even need to finish off my hair with hair oil (I've been doing that as an essential hair step for years now). It's really that good! Here, I have freshly blow-dried hair from this post-shower. This brush is fantastic on its own, but this spray-on treatment has more or less doubled this brush's effectiveness. My hair comes out feeling softer, looking shinier and healthier, and stays looking good for days, which is especially great news because I wash my hair about every four days. 'Tis time for me to unload a bunch of hair products I now no longer need to my friends."

Promising review: "I have coarse, thick curly hair that tends to be dry, and have endlessly searched for leave-ins that always seem to leave me disappointed. NOT this one! After putting it in my hair the very first time, I could tell this was gonna be good stuff. I'm not fond of the smell, but that's the ONLY reason I wouldn't give a 5. After the first use, my hair was shinier, less frizzy, detangled easily, and SOFT. Not oily, not weighed down. I've used a hemp leave-in in the past, and they quit making it. So I've endlessly searched since, sending lots of stuff to the thrift store. I am so excited to have found something that leaves my hair feeling soft, hydrated, and shiny :) Thank you!" —Carlene S.

Promising reviews: "Magic hair oil. I really like using Moroccanoil Treatment Original Hair Oil because it makes my hair feel soft and smooth. The oil has argan oil, which helps moisturize the hair and adds shine without making it look greasy. After I use a small amount on my hair, it helps reduce frizz and makes my hair easier to style." —Sally

"I highly recommend! I have extremely dry and porous hair, this is the BEST oil I've ever tried... and there've been many. Don't bother trying cheaper oils, they are NOT the same stuff. Very worthwhile price, a little goes a long way. I use a LOT, and it doesn't make my hair heavy or icky. It makes my hair soft and shiny, and repairs the shaft by smoothing it. I highly recommend!" —Sheila McNamara

Get it from Amazon for $20+ (available in three sizes).

These photos were taken after just one wash! Plus, this shampoo is from a Black woman–owned brand.

Promising reviews: "I depend on reviews to be honest about what I’m looking for in a product. Let me tell you, this is the most amazing product I’ve put in my hair! My scalp has been renewed! My hair is shiny, soft, and incredibly clean! I use this twice a week. Before shampoo and conditioner that I use from JSHealth Clean Shampoo and Conditioner! Buy this! I bought the small one to be safe, but I wouldn’t hesitate to buy the larger one next time!" —Lou Kearley

"This product is amazing. I have sensitive skin and a frequently itchy scalp, with noticeable hair loss when shampooing. Within a week or two of using this, my scalp was far less irritated, and hair loss was significantly reduced. It also leaves my hair soft and shiny. I did not expect it to work as well as it did, and despite the steep price, I am purchasing it again. Note: You do not need to use it every time you shampoo, which means you can extend the life of one jar. It will not lather like other shampoos — it works well if you distribute it throughout your hair and gently rub it into your scalp. The cooling peppermint smell is pretty intense, which is only a problem if you don't care for that smell or for strong smells in general. The smell does not remain in your hair after rinsing, however. I do wish the price were a bit more reasonable, but it is worth it." —Christina Fairman

Get it from Amazon for $15+ (available in three sizes).

Promising reviews: "I was very hesitant to buy this product because I didn’t see many reviews from the curly girls. However, I must say I’m so happy I trusted my gut and ordered. I love my hair. It’s so soft and shiny, and it smells amazing!" —david rochester

Promising reviews: "The best shampoo for my hair type. I have hair that needs to be washed every day, and this is the best shampoo to make sure that it doesn’t get greasy after one day. I live in an all-seasons region, and it’s perfect when it’s dry and below freezing and when I am in humid temps." —bobmom07

"This shampoo makes my hair feel so clean without stripping it. It lathers really nicely and leaves my hair feeling fresh, soft, and hydrated. Also the scent is everything." —tealopes

Get it from Sephora for $14+ (available in two sizes).

Promising review: "I have wavy/frizzy colored hair, and this product has changed the game for me. This conditioner makes my hair smooth and silky without weighing it down. I’ve been on a journey for a conditioner, and a lot are too heavy and make my hair straight and flat, and others just don’t fight the frizz. This one has the perfect balance, and I AM SOOOOOOO HAPPY TO NOT HAVE TO SEARCH FOR A NEW CONDITIONER AGAIN!" —nekomancer

Get it from Sephora for $14+ (available in two sizes).

Promising reviews: "I love this product! It keeps my hair silky smooth and is so comfortable to sleep in. I wake up, and my hair is always in place just how I left it the night before. If you have curly hair, this is a game changer! It's a must-have! I was mind-blown at how effective it keeps my hair breakage-free! The cap is so soft and the perfect gift too." —T

"This adjustable silk bonnet is perfect for protecting my curls while I sleep. The soft silk material reduces frizz and prevents breakage, keeping my hair smooth and hydrated overnight. The adjustable strap ensures a secure, comfortable fit without slipping off. It’s lightweight and gentle, making it easy to wear all night. A simple but effective way to maintain beautiful curls — highly recommend!" —Misty

Get it from Amazon for $11.89+ (available in 16 colors).

Promising reviews: "These are amazing. They make your hair feel and look amazing after sleeping on it all night or just for a nap! I wake up, and my hair is tangle-free and so soft!! I love them!" —Jennifer Kay

"I have like 10 of these Kitsch pillow cases. They are so soft, pretty, and well-made! They make great gifts for friends and family, and with all of the color options, they are always a hit! Satin is vegan, and so good for your hair to remain smooth and soft instead of brittle and frizzy." —Madeline Murphy

Get it from Amazon for $18.99+ (available in two sizes, 17 colors and patterns, and in two-packs).

Promising review: "Love this stuff!! Makes my hair super big and voluminous without any stiffness or crunch!! I have semi-oily hair, and I didn’t notice this weighing my hair down or making it any oilier than usual. I highly recommend this if you want soft, big hair!" —Kaylee

"Gave me a good body and left my hair soft." —Happy Shopper

Promising review: "I absolutely fell in love with this shampoo. The scent is amazing, delicate yet sophisticated, making the shower experience even more enjoyable 🌿 From the very first wash, you can feel a true cleanse of both the hair and scalp, without dryness or that heavy feeling. The hair feels light, soft, and full of natural movement, while the scalp feels extremely comfortable. The combination of Korean ginseng and caffeine truly makes a difference, providing a refreshing sensation and the confidence of a formula that actually treats the scalp, not just cleanses it. This shampoo delivers cleanliness, comfort, and an impeccable sensorial experience. It has become a favorite, and I will definitely keep using it!! 💚 Highly recommend it for anyone looking for a healthy scalp and clean, lightweight, well-cared-for hair. ✨🌿" —Natalia Ribeiro

Get it from Amazon for $18.99+ (available in five styles).

Promising review: "Favorite Keratase product. I use it nightly and it leaves my curly hair soft and frizz free. I have dyed my hair for years, and always suffered from split ends but this product has helped my hair so much!" —Melanie

Get it from Amazon for $32+ (available in two sizes).

Promising reviews: "Love, love, love this leave-in conditioner! Smooths and keeps my hair feeling soft and frizz-free; and the smell is amazing!!" —Amazon Customer

"I love this leave-in conditioner!! The bottle lasts a long time, considering I have to spray at least 10 times to cover my medium-length, curly hair. Leaves my hair feeling soft. Another upside is that it’s lightweight, so I can go several days without feeling as if I have to wash my hair because of hair product buildup. I use this with Oribe or Kerastase Curly Hair Collection, depending on my mood. It’s a permanent staple to my hair regimen." —Katherine

Promising reviews: "I’ve been using Verb Ghost Oil for a while now, and it’s easily become a staple in my hair routine. I have fine to medium hair and also wear extensions, so finding something that adds shine and smooths frizz without weighing my hair down is really important. This oil does exactly that. It is definitely on the expensive side for just 2 ounces, but a little truly goes a long way. I only need a small amount each time, so the bottle lasts forever, which helps justify the price. It leaves my hair smooth, soft, and shiny without feeling greasy or heavy. The scent is another big plus; it smells amazing but isn’t overpowering. I also appreciate that it’s free from parabens, gluten, and harsh sulfates, which gives me peace of mind, especially when caring for extensions. Overall, while the upfront cost is higher, it’s absolutely worth it for me. The quality, performance, and how well it protects and maintains my extensions make this one of those products I’ll keep repurchasing." —shjen

"My hair has been really dry and frizzy from bleaching, but this oil completely changed it. It’s super lightweight, non-greasy, and leaves my hair soft, shiny, and smooth from the first use. I love the subtle scent and how fast it absorbs. I use it every day on my ends, and it honestly makes a huge difference. Highly recommend! 💫" —Yailin Rodriguez

Get it from Amazon for $10+ (available in three sizes and in multipacks).

Promising review: "I will never go without this stuff now that I’ve found it. I originally bought it to use when I wash my hair and don’t feel like blowing it out. (It’s naturally wavy/curly but frizzes up a bit.) But it left my hair feeling so soft that I use it before blowing my hair out smooth as well, and it’s like a miracle. Tames flyaways, smoothness, and shine like I haven’t had in years. And a little bit goes a long way. Definitely try this, you will love it!" —Jill Barrella

Get it from Amazon for $26+ (available in two sizes).

* If You Have No Idea What You’re Doing With Your Hair, Here Are 27 Things From Ulta To Help

* Products That'll Take The Guesswork Out Of Doing Your Hair

* Clip-In Hair Extensions If You Want A Little More Va-Va-Voom

* Products That Anyone With Dyed, Damaged, Or Dry Hair Should Add To Their Collection

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 for this post have been edited for length and/or clarity.