They also advertise smoothing, shine enhancement, moisturizing or curl-enhancing effects, and overall improvement in hair softness and health.
Commonly highlighted ingredients include argan oil (sourced from Morocco in some formulas), coconut oil and glycerin, plant proteins, and occasional fruit extracts such as apricot.
Use the products as a system: shampoo first, follow with the matching conditioner, then finish with a leave-in conditioner, anti-frizz serum, or a heat-activated serum for extended control as directed on the product packaging.
They frequently promote performance benefits such as smoothing and shine enhancement, added moisture or nourishment, improved softness, and—on curl-specific formulas—better curl definition and manageability.