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Why is that a big deal? Because the natural oils in your hair help make it flexible and waterproof. Washing your hair removes some of these natural oils. So it is possible that applying coconut oil to your hair can fight some of the effects of this oil loss. Once inside the hair, the oil serves as a re-fatting agent. However, this type of conditioning won’t have much effect on the cuticle—the outer layer of hair—so you’ll still need to use a good conditioner to smooth the hair and make it easier to comb.

Is that a good value? Well, that’s another question. Any other coconut oil-based product should do about the same job and should be much cheaper. We don’t recommend any specific brands, but look for products that feature coconut oil as the first ingredient.

Is there anything to Ojon’s rain-forest hype? Well, its rain-forest story seems well-intentioned, but this ingredient isn’t proven to work any better or any differently than non-rain-forest ingredients. Coconut trees only grow in tropical climates, but there’s nothing special about trees from the rain forest. So if you like Ojon’s products and you want to support their cause and you can afford the $55 for this product, then by all means buy it. But don’t buy the product just because the company tells you its rain-forest extract is better.