I don't have too many brand-loyalties - any shampoo, soap will do for me. But for the past 5+ years I have never been without Be Curly. Without Be Curly, my hair is softly frizzy - unkempt, wild, no curl definition. I have the type of hair that actually welcomes a humid, rainy day because that is when my curls finally get definition. I have tried lots of other products, including very expensive ones such as Kerastase and Bumble and Bumble's Brilliantine. Aveda's Be Curly is the only product I have ever found that works for my hair. I only care for the leave-in conditioner. I don't see much impact with the Be Curly shampoo or wash-out conditioner. I use just a quarter-size amount for my shoulder-length hair. Usually I air-dry but sometimes use a diffuser. I am too low-maintenance to blow my hair straight. With the product, my hair has curl definition and much less frizz. So, if you have fine-hair with curl, I highly recommend the Be Curly Leave-In Conditioner!