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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.
In 2018, 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. So before we chuck the dueces to 2018 and usher in a New Year, get familiar with just 20 of the best, top-rated natural hair products sitting pretty on Target shelves.
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.
$8.39 at Target
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.
$6.99 at Target
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.
$17.19 at Target
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.
$10.49 at Target
The Mane Choice Multi-Vitamin Scalp Nourishing Hair Growth Oil
If your scalp is itchy and irritated from braids or other protective styling, this vitamin c-rich oil is lightweight enough for daily use, yet potent enough to promote healthy growth.
$9.59 at Target
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.
$20.99 at Target
Cantu Apple Cider Vinegar Root Rinse
When it’s not quite time for a cleanse, this apple cider vinegar, tea tree oil and shea butter formula cleanses the scalp, minus the rinsing.
$5.69 at Target
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.
$12.99 at Target
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.
$15.99 at Target
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.
$13.29 at Target
Kinky-Curly Come Clean Shampoo
This sea kelp-rich clarifying cleanser is specifically designed to remove hard-water materials (aka the yucky stuff inside your shower pipes) from the hair and scalp.
$8.99 at Target
Carol’s Daughter Green Supreme Sulfate-Free Shampoo
Another vitamin-rich cleanser that contains coconut, matcha and green tea, all of which help reduce breakage in already-damaged hair.
$9.99 at Target
Oyin Handmade Herbal Leave-in Hair Tonic
When your second- or third-day hair looks more like, “I should’ve washed my hair weeks ago,” this all-natural mist will bring your mane back to life.
$12.99 at Target
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.
$5.99 at Target
Tropic Isle Living Jamaican Black Castor Oil Daily Hair Growth Leave-In Conditioning Mist
If castor oil proves to be too heavy for your strands, you can still get the healthy growth benefits of the ingredient by making this lightweight mist part of your daily routine.
$8.99 at Target
Smooth ‘N Shine Curl Camellia Oil & Shea Butter Styling Custard
This plant-based smoothing lotion is made with softening butters that tame flyaways without flattening your hair’s natural curl pattern.
$5.99 at Target
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.
$14.99 at Target
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.
$19.39 at Target
Eden BodyWorks Coconut Shea Curl Defining Creme
If you’re looking for medium-hold that won’t fall a part in humid conditions, this curl cream does just that without the crunchiness or flaking.
$6.39 at Target
Taliah Waajid Curl Sealer
Another alcohol-free curl definer that also delivers volume as it enhances frizzy-looking spirals.
$4.89 at Target
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. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale.