Checklist · 13 picks · 6 categories
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Curls don't need 20 products. They need the right five.
Shop TODAY's editors reviewed a pile of curly hair products on their own waves, curls and coils, and the routine they land on is simple: a sulfate-free shampoo, a leave-in after the shower, then a curl cream or gel for definition and frizz control. A mask once a week is the bonus round. Ditch the rough bath towel too: Shop TODAY says air-drying with a microfiber towel or cotton T-shirt cuts frizz, and The Strategist's curly picks are here. Thin or flat hair? Go lighter on heavy butters and oils. Each card shows the drawback the editors called out, so you know what you're getting before wash day.
Who this is not for. Skip this if you want to heat-style or straighten your hair; our Hair Tools list covers dryers, flat irons and curling irons.
Tell me what you can spend. I pick a tier for every item, essentials first, and show what is left. The first amount covers everything you need at the cheapest tier.
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Estimates based on typical prices, checked Oct 30, 2026. Prices change; see the store for today's price.
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| Pick | Tier | Price | Best for | Evidence |
|---|---|---|---|---|
| Cantu Natural Hair Coconut Curling Cream with Shea Butter | budget | under $15 | type 3 and 4 curls on a budget | 1 outlet |
| Rizos Curls Curl Defining Cream | mid | $15-25 | definition without weighing hair down | 1 outlet |
| Amika Curl Corps Defining Cream | splurge | $25-50 | color-treated curls that want a treat | 1 outlet |
Best curl creambudget pick · 12 oz tub
Best for type 3 and 4 curls on a budget
Shop TODAY's best cream for type 3 and 4 curls: a big tub that defines and moisturizes, and an editor says it's worth it for how much you get.
Heads up. Can be flaky
1 outlet. Shop TODAY best cream for type 3 and 4 curls.
under $15
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mid pick · 10 oz
Best for definition without weighing hair down
Shop TODAY's best overall curl cream: an editor says it enhanced her curl pattern without leaving it looking greasy.
Heads up. Some editors don't enjoy the scent
1 outlet. Shop TODAY best overall curl cream.
$15-25
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splurge pick · 6.7 oz
Best for color-treated curls that want a treat
Shop TODAY's conditioning curl cream: one editor can't imagine her curly days without it.
Heads up. Thick formula
1 outlet. Shop TODAY A conditioning curl cream.
$25-50
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Best curl shampoomid pick · 10.1 oz
Best for fine waves and curls that frizz
Shop TODAY's best for frizz-prone hair: a sulfate-free shampoo that lathers well and cleanses thoroughly.
Heads up. Some editors still noticed frizz
1 outlet. Shop TODAY best for frizz-prone hair.
$25-50
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budget pick · 13 oz
Best for thicker waves and curls on a budget
Shop TODAY's best for thicker hair: an editor says it's never too heavy on her curls and adds a lot of definition.
Heads up. Not the best pick for thin hair
1 outlet. Shop TODAY best for thicker hair.
under $15
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Best leave-in conditionerbudget pick · 6 oz
Best for detangling before you style
Shop TODAY's before-you-style pick: a little goes a long way, and an editor only restocks it every couple of months.
Heads up. Some editors had trouble with the bottle
1 outlet. Shop TODAY before you style.
under $15
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mid pick · Bottle
Best for medium to thick curls that feel damaged
Shop TODAY's pick for damaged curls: an editor says it smoothed her hair without leaving a greasy feeling.
Heads up. Some editors don't like the scent
1 outlet. Shop TODAY for damaged curls.
$15-25
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Best curl gelbudget pick · 13.5 oz
Best for cheap hold with no crunch
Shop TODAY's budget-friendly gel: it holds curls with no crunch, and its tester noticed zero transfer and flakes.
Heads up. Can be drying for thin hair
1 outlet. Shop TODAY A budget-friendly gel.
under $15
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mid pick · 8.5 oz
Best for waves that go flat under heavy gel
Shop TODAY's best gel for waves: an editor says the formula is lightweight, even when she fears she's used too much.
Heads up. Some editors found it sticky
1 outlet. Shop TODAY best gel for waves.
$25-50
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Best hair maskbudget pick · 12 oz
Best for a cheap weekly mask
Shop TODAY's best budget hair mask: an affordable weekly treat, and one editor got compliments on how her hair smelled after.
Heads up. Could be more moisturizing
1 outlet. Shop TODAY best budget hair mask.
under $15
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mid pick · 16 oz
Best for curly and kinky hair that needs moisture
Shop TODAY's best for curly and kinky hair: a thick, creamy mask, and one editor left it on for 30 minutes under a plastic cap.
Heads up. Editors were mixed on the smell
1 outlet. Shop TODAY best for curly and kinky hair.
under $15
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Best hair towelsplurge pick · Wrap
Best for keeping your curl pattern while you dry
The Strategist's best hair towel for curly hair: microfiber wicks away water while the satin helps protect your curl pattern.
1 outlet. The Strategist best hair towel for curly hair.
$25-50
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mid pick · Towel
Best for drying curls fast without frizz
The Strategist's best hair towel for textured hair: its thicker-than-average microfiber dries curls quickly without causing frizz.
1 outlet. The Strategist best hair towel for textured hair.
$25-50
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means three independent outlets recommend a pick, means one, and limited evidence means none has yet. I research these picks. I have not tested them myself. How I pick · Broken link, wrong price range or an outdated pick? Tell me
Shop TODAY's editors suggest a sulfate-free shampoo and hydrating conditioner, a deep-conditioning mask once a week, then a leave-in after the shower followed by a curl cream or gel for definition and frizz control.
Shop TODAY says air-drying with a microfiber towel or cotton T-shirt helps reduce frizz, and if you blow-dry, use a diffuser and a heat protectant. After gel or mousse, a stylist it quotes says to avoid touching wet hair so the curl cast can set.
That's shrinkage. A stylist quoted by Shop TODAY says wavy hair shrinks about 10%, curly about 25% and coily up to 50% from wet to dry.