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Boooo, shrinkage, 🍅 yayyyy Aunt Jackie’s curl elongating gel. 🌟

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: "This is a game changer if you have curly hair. I was skeptical, but since using this brush, people stop me on the street to compliment my hair. In the last 48 hours, I’ve been told that I look like a Disney princess and had a stranger ask to touch my hair. Those might not seem like the usual comments or compliments you look for, but I’ll take all compliments! This brush made my curls perfect!" —Lori

Get it from Amazon for $30 (available in four colors).

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 two-sizes and a 12-pack).

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 (also available in a two-pack).

Promising review: "I’ve been trying out this Lottabody foaming mousse for my curls and it has honestly become one of my favorite styling products. I was looking for something that would give my curls a lot of definition without making my hair feel super heavy or weighed down, and this product does exactly that. The foam is incredibly lightweight and easy to distribute evenly throughout damp hair. It does a fantastic job of controlling frizz all day long, even on humid days, and it leaves my hair feeling incredibly soft, bouncy, and with a beautiful natural shine. You have to be careful with the amount you apply; if you put too much on, it can leave a very slight stiff cast, but you can easily scrunch it out once it dries so that it's completely soft. It also has a really nice, clean scent that isn't overpowering at all. For the price and the quality you get, it’s an amazing value. Without a doubt, I will be buying it again." —Yanitza Oropesa

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).

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

Promising review: "I love the One Love co-wash. It smells amazing, and it melts into my hair making it easy to comb the product through my hair for maximum coverage. It rinses out easily, leaves my hair feeling moisturized with little to no frizz, and my curls come out big, bouncy and defined. I love One Love." —MB

This rod is designed to work with all hair types! Just wrap your slightly damp/ lightly misted hair around the satin-covered rod and wake up with perfect curls and less frizz.

RobeCurls is a woman-founded small business that specializes in heatless hair curling tools.

Promising review: "I am absolutely obsessed with the RobeCurl. I have not picked up my curling iron since I bought it. It produces flawless curls every time without any heat damage. It is very easy to use. I rough dry my hair after I shower, or mist it if it’s dry, wrap, and wake up to perfect curls. My hair is down to my lower back, and this is the ONLY way I can get it to hold a curl. Curls with an iron collapse within the hour, but these hold their bounce all day, even after a workout. It is fairly comfortable to sleep in. You get used to it quickly. I have used it daily since I bought it and can’t see myself ever going back!" —Thomas J Browning Jr

Get it from Amazon for $27.99 (available in eight colors). 

Promising review: "I saw this exact product online, but it is much more expensive, and I’m so glad I got these ones! Trust me, they work; you don’t need the expensive ones! If you have layers in your hair, it will be more difficult to get them rolled up, but once you get the hang of it, I promise it’s worth it. They’re easy to sleep in, and I woke up with supermodel hair. The best part is that the curls lasted all day, and I didn’t have to use any heat on my hair. Love them!!" —Kayla

Get them from Amazon for $13.99 (available in eight colors).

Promising review: "These rods are extremely easy to use. They deliver flawless heatless curls every time. They're flexible and easy to roll your hair around, and soft enough to sleep in. I always use them with damp hair and product for added hold. I love that there are so many different sizes. I can get super tight curls with the small rods, and loose waves with the larger rods. If you want to try heatless curls, these are the rollers to use." —Ben Amos

Get a 47-pack from Amazon for $9.99 (also available with hair towels and bonnet dryers).

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).

Rizos Curls is a Latine woman-owned biz!

Promising review: "This smells so good and defined my curls perfectly. It kept my hair frizz-free in the Texas humidity and heat. I've got 3b/3c hair, and my curls were soft and bouncy." —Aly

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

Promising review: "AMAZING! This is my new [go-to] styling tool! It was so easy to use, and I mean that because I don’t know how to curl my own hair with a typical curling iron. This is so beginner friendly and a time saver. My hair comes out perfectly every time, and I don’t have to worry about burning myself or looking like a mess afterward. Just curl your hair, brush the curls out so they are not so tight, add whatever product you want, and voilà, perfect curls! I will recommend this to all of my girlfriends." —Elyse Feliciano

Get it from Amazon for $56.99+ (available in two sizes and four colors).

Promising review: "I have tried every curl cream out there, and this is truly the BEST I have ever used. It gives my curls definition and shine, zero frizz, and zero crunchy/stiff feel. I love having my curls hang more loosely instead of bunched up tight, and this gives me exactly the look I've always wanted —  with zero heat/tools used! It also smells amazing, which is an added bonus." —mlw1202

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

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 reviews: "This is the BEST hair dryer for curly hair! My old hair dryer with a standard diffuser always had too much airflow and just blew my hair around without actually diffusing. The Bellissima is amazing! Air doesn’t blow straight out of it. It actually diffuses, so you can easily pile your curls up, and they stay in place. At first, I thought it would take forever to dry, but no! It dries even faster, and the frizz is gone! I use the low setting with very little heat, too. I know it’s a little pricey, but it’s worth every penny." —Chatty Kathy

"So happy to finally find the perfect diffuser/dryer combo! It’s so much smaller and lighter than a diffuser attached to a hairdryer, and it leaves my curls defined with perfect volume and no frizz!" —Rachel Majors

Get it from Amazon for $99+ (available in four styles).

Promising review: "This stuff is gooooood. I’m a curly girl, and I struggle to find adequate hydration. Give this a try if you’re having problems with your curls — mine started curling better and lasting longer immediately. Smells amazing too." —cbrodbe2

Get it from Amazon for $28+ (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).

Check out a TikTok of the SoCozy Curl Spray in action.

Reviewers say this spray will leave wavy or curly hair (from 2a–4c hair) shiny, soft, and bouncy. 

Promising reviews: "I feel like I have tried every product on the market for detangling curly hair on my 2-year-old daughter. This is the BEST purchase and product ever!! I spray to detangle after a bath at night, and then re-spray the next morning before school after getting dressed. It reworks its magic the second time around, and she arrives home with her hair so bouncy, and the curls are so tame!!" —BK

"Alright, folks, gather 'round for the comedy show starring this Leave-In Hair Detangler for Curly Hair! And just to clarify, I'm not being bribed to say this – this is an unpaid review. So picture this: my hair, usually a nest of rebellious curls, meets this detangler, and it's like they're at a peace conference. No more morning showdowns, no more tangled drama. It's like the hair angels sprinkled magic dust on my locks. I don't know what's in this stuff, but I suspect it's a mix of wizardry and unicorn tears. I mean, it makes combing through my curly jungle a breeze — a hair-raising experience in all the right ways! Now, I've tried some wild hair products in my time, but this one? It's the real deal, folks. If you've got curly chaos up top, give this detangler a spin. It'll turn your daily hair routine into a comedy show with a happy ending – no bad hair days here! 💁‍♀️🪄"—SKrebs

Get it from Amazon for $7.49+ (available in two sizes and in multipacks).

Promising review: "I’ve repurchased this product many times, and at this point, it’s become a staple in my routine. I have 4c hair, and one of the things I appreciate most is that it’s lightweight enough not to leave my hair feeling greasy or weighed down, while still providing enough moisture and definition for everyday styling.

What really makes this product stand out for me is its versatility. I use it as my primary styler after wash day, but I also use it throughout the week to refresh older styles. A little goes a long way, and it helps bring life back to my curls without causing buildup." —TJ

Promising review: "I stay STOCKED up on this gel because I refuse to run out. Aunt Jackie’s Don’t Shrink Flaxseed Gel makes my curls look absolutely amazing every time. It defines my curls without making my hair crunchy or flaky, and it gives such a soft, moisturized hold.

The shine, curl definition, and stretch are incredible, especially for natural curls. It helps reduce shrinkage while still keeping my hair bouncy and full of life. A little goes a long way, and it layers well with other products, too.

This is hands down one of my favorite curl gels ever. If you want juicy, defined curls that actually last, this is it." —Noelia Morris

Get it from Amazon for $6.97 (available in a 12-pack).

Dae is a small biz that specializes in haircare and styling products. 

Promising review: "THIS WORKS ON MY CURLY HAIR SO WELL! Honestly, if you are thinking about buying this, I would, because it works on so many levels from defining curls to slicking back my fly aways. The cream has a pleasant, but not too strong smell and I highly recommend it! Also, it lasts a very long time!!" —Kathryn

Get it from Amazon for $30 (available in sets with other products and as a wand).

Promising review: "I don't normally review products, but this one deserved it. It is wonderful! Smells delicious. This, combined with an actual curly hair brush makes styling your hair a delight. I've never been a huge fan of my curls, but I will start to wear my curls down more now. It does add moisture to your hair, but it's not greasy. The consistency is light, but strong in all the right ways. Hair is soft and bouncy! I purchased a curly cream from Moroccanoil for $36, which did NOTHING to my hair compared to this for half the price." —laura Olivo

Promising review: "I am very picky when it comes to conditioners and deep conditioners; THIS one had great slip and I didn't have to apply a lot. I left it on for about five minutes, and it left my hair so soft and ready for styling. The scent, just like ALL of Cécred's products, is AMAZING! Definitely will be a staple of mine!" —Shiela

"This conditioner leaves my hair soft and moisturized. My hair is easier to comb, silkier, and my curls pop after using this conditioner. I also love the smell. Ten out of ten recommend." —Shannon M.

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

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

Promising review: "I cannot give myself a blowout at all, and this is a dream! I had the Dyson Air Wrap a couple of years ago and returned it because I just couldn’t get it down, and the curls didn’t hold. These hold amazing and frizz-free!" —CarlyS25

Get it from Sephora or Ulta (available in two colors) for $349.99.

Promising reviews: "I was super amazed by this product!!! My hair instantly felt nourished and hydrated, and my waves were BEAUTIFUL. I tested the product on my 'no wash' day, AND OMG, MY WAVES/CURLS were looking better than the day before!" —Cynthia

"I use this to refresh my curls between shampoos. It works great. My curls really bounce back." —Denni

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

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

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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 have been edited for length and/or clarity.