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What about other products, you ask? Well, here are two more:

Neither KMS Curl Up Shampoo nor Marc Anthony Strictly Curls makes strong curling claims. KMS only promises to be your “curl’s best friend,” “start your style in the shower” and “boost boisterous curls while adding moisture and shine.”

Marc, on the other hand, offers to protect color; repair dry, frizzy areas; and repel humidity to define shiny, soft curls. (Define curls is not really a very emphatic claim.) Aside from a little polyquaternium (a conditioning ingredient), neither of these products has any curling technology, either.

We could go on and on, but you get the picture. These shampoos don’t have anything in them to make your hair curly. They don’t even really do anything to prepare your hair for styling, other than getting it clean.