A women’s hair journey comes with its fair share of exciting discoveries, trial and error, and plenty of roadblocks. And if you describe your hair as textured, there’s also the added element of an ever-growing (and evolving) natural hair community, which is as rich as it is overwhelming.
On any given day, you can type something as simple as “type 4 hair products” into your search browser and land on product round-ups, YouTube tutorials and written testimonials that sometimes contradict each other and leave you just as confused as you were in the beginning. There’s also the adventure that is actually taking the plunge and buying a product.
By now, we’ve graduated from shopping exclusively at our local beauty supplies to more mainstream destinations that are finally prioritizing the needs of black people, whom according to the report Black Dollars Matter: The Sales Impact of Black Consumers, are responsible for $1.2 trillion in annual purchases.
Unsurprisingly, Target is leading the charge in doing more than preaching inclusivity. Over the past couple years, we’ve watched the department store make over its beauty section to resemble a one-stop shop for naturalistas that covers every aspect of our hair care routine. There’s cleansers and co-washes, conditioners and hot oil treatments, and more importantly, an accurate representation of brands both mainstream and indie.
Sure, we love seeing our go-to staples like Carol’s Daughter and SheaMoisture, but were it not for an added effort to spotlight other black-owned brands, we would have never discovered up-and-comers like The Doux. With that being said, here are 20 of the best, top-rated natural hair products sitting pretty on Target shelves.
Our mission at STYLECASTER is to bring style to the people, and we only feature products we think you’ll love as much as we do. Target is a STYLECASTER sponsor, however, all products in this article were independently selected by our editors. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale.
SheaMoisture Raw Shea Butter Moisture Retention Shampoo
If your hair tends to dry out easily, especially due to over-use of styling products, this cleanser utilizes shea butter, argan oil and sea kelp to hydrate and seal the hair cuticles so all that new moisture can’t escape.
Aunt Jackie’s Flaxseed Don’t Shrink Curling Gel
No drying alcohols to be found in this lightweight gel, that stretches short curls caused by natural shrinkage post-cleanse.
Mixed Chicks Leave-In Conditioner
An oldie, but goodie, this lightweight treatment uses jojoba, safflower and primrose oils to soften curls without disrupting their definition.
As I Am Leave In Conditioner
If you’re a cocktailing pro, this leave-in treatment should be the first part of your styling routine. Made with coconut and alma oil, it softens and moisturizes, as well as promoting shine, thanks to green tea extract.
The Mane Choice Heavenly Halo Herbal Hair Tonic & Soy Milk Deep Hydration Conditioner
This deep conditioner uses a combination of umutanga and palmarosa oil to nourish strands and give much needed hydration to hair that’s been stripped of moisture due to the weather, a change in routine or any other shakeup.
Camille Rose Naturals Curl Maker
Silicone-free and made with all naturally-derived ingredients, this gentle jelly defines curls without the added frizz. Best for wash-and-go styles.
Cantu Tea Tree & Jojoba Hair & Scalp Oil
This scalp oil will help reinvigorate the scalp to encourage hair growth and less shedding while also protecting against future breakage.
Mielle Organics White Peony Leave-In Conditioner
This lightweight spray can be used as everything from a daily conditioner to a heat protectant (pre-drying), all while improving your hair’s health with naturally-derived ingredients.
Uncle Funky’s Daughter Curly Magic Curl Stimulator
Though this gel is aloe-based and chock-full of gentle, nourishing ingredients (marshmallow, chamomile, nettle and horsetail, vitamin E, agave nectar extract, citric acid), it also delivers next-level firm hold.
TGIN Honey Miracle Hair Mask
Made with the ultimate humectant (honey), this post-cleanse treatment hydrates both the hair and scalp without leaving residue behind.
Kinky-Curly Knot Today Natural Leave In Detangler
This organic fruit extract formula naturally moisturizes hair while smoothing out any knots or tangles so you can get to work styling your hair how you want to without adding more breakage.
Carol’s Daughter Wash Day Delight Water-to-Foam Sulfate Free Vegan Shampoo with Aloe for Curly Hair
Another vitamin-rich cleanser that uses 98 percent natural ingredients and even has a targeted applicator so you can get product directly to the root and through the strands for a simple and quick wash.
Urban Hydration Honey Growth & Repair Leave-in Conditioner Spray
You can use this spray on the spot daily whenever you need some extra hydration, a shot of argan oil to control frizziness, or just need to quickly detangle hair to prep for styling.
Pantene Gold Series Moisture Boost Conditioner
Sulfate- and dye-free, this conditioner also makes for an ideal detangler, thanks to a host of softening agents, including argan oil.
Tropic Isle Living Jamaican Black Castor Hair Growth Oil
This growth oil Is made with ingredients high in Omega 3 fatty acids that have been proven to help promote hair growth. You can use it up to three times per week by massaging it on the scalp and leaving it on overnight.
TPH By Taraji Twist and Set Twisting Curl Cream with Shea Butter & Castor Oil
This curl cream will help define and elongate twist outs, braid outs, roller sets and more. The formula is silicone, pthalate, and paraben free to boot.
The Doux Mousse Def Texture Foam
We love everything from this hip hop-inspired textured hair line, including the defining foam, made with blue agave and green tea to leave hair stronger and shinier.
Alikay Naturals Lemon Grass Leave-In Conditioner
Besides the beautiful, energizing lemongrass scent, this essential oil-infused mist delivers moisture to the deepest layer of each hair cuticle.
Eden Body Works Coconut Shea Hair Masque
Apply this mask to clean, wet hair for 15 minutes and rinse out to get an instant moisture boost for damaged strands.
Curls Creme Brule Whipped Curl Cream
Use this cream to define and hydrate curls so they look like they have a filter on them every time, IRL.