Back in the day, it used to be a challenge akin to climbing straight up a knotted rope to find hair products that actually work (I'm deep in the middle school feels here). I prefer not to relive the painful years that saw me with clouds of frizz, useless trash mousses, and wet-look curls, and thanks to innovations in the curl space, now no one has to experience that trauma. Better days! That's partially thanks to Cantu, and today, one of the brand's most highly reviewed products is a gorgeous 70 percent off.
According to over 12,000 five-star ratings, Cantu's Coconut Curling Cream has so much going for it (to say nothing of its pleasingly alliterative name). "This product changed my life. Before I found out about Cantu, I had heat damaged, dry, lifeless hair, AND I was spending $15-20 on ineffective products," wrote one person. "Then I found this online, and decided to give it a try. I'm so happy I did, because it gave me so much confidence in my 3c/4a curls. I went from a stylist telling me my hair felt like straw, to my stylist telling me it feels super soft and moisturized."
Others confirm the finding, writing that the formula is so hydrating, they no longer need to use a leave-in product; "beautiful, defined curls" emerge on their own from the cream's hold. People with hair types across the curl spectrum rave about its effect: "It really defines and holds my kinky coils in place with shine," said one five-star reviewer, adding that it makes their curls last for days. Meanwhile, a shopper with waves dubbed it "pretty amazing" for encouraging their texture, leaving them with softer, curlier hair.
Shop now: $6 (Originally $20); amazon.com
Those results are thanks to a formula loaded with moisturizers like shea butter, coconut fruit extract, avocado oil, sweet almond oil, jojoba oil, olive fruit oil, mango seed butter, argan oil, wild carrot oil, macadamia oil, mango seed oil, and neem oil. Those meet with grapeseed oil, hydrolyzed silk, silk amino acids, giant kelp extract, honeysuckle extract, and sage extract, so as you can guess, it smells amazing while it conditions and strengthens your hair.
Within that wealth of goodness, it's worth calling out neem oil in particular. When used alone, shoppers say the ingredient spikes hair growth — which might be why a fair amount of Cantu reviewers describe their hair flourishing and easily growing out when they stick with it. "I got my hair cut and hated the decision. Loved the cut, but black-gray hair and age equals to 'my hair may not grow back in this lifetime,'" wrote a fan with natural hair. "I began using this product again, and it's grown quite a bit. I typically only use Cantu products now."
The drugstore brand is generally affordable, but a jar of the Coconut Curling Cream usually goes for $20, which can add up fast if you love it. So if you're intrigued, act fast: A hefty Amazon sale brings the price down to $6 for the time being, and there's no telling how long it will last — or how many of its 12,000 fans will take the opportunity to rebuy. Happy curling.