Anyone who's known me knows that my signature hairstyle is long, wild, and wavy. And while I'm grateful for the locks that often earn me compliments, it takes a lot of effort to keep them looking healthy.
My wiry strands have often left me with considerable amounts of frizz, and although I seldom use hot tools and, at most, indulge in once-a-year balayage, my hair has become super parched as of late (not to mention, laden with split ends). So, when I had the opportunity to test Coco & Eve's Like a Virgin Hair Masque that TikTokers can't stop raving about, I was elated by the prospect of entering a whole new era of #hairgoals.
The Ingredients
The colorful packaging will draw you in, but the mask is so much more than pretty packaging. Coco & Eve made the vegan, cruelty-free product with the goal of hydrating, moisturizing, and de-tangling dull, dry, and frizzy hair with ingredients like shea butter and coconut—both of which also happen to make the hair smell incredible. Plus, the mask is free of sulfates, phthalates, and parabens, if that matters to you.
How I Tested It
According to the instructions, you can use the mask three ways. Apply it to dry hair overnight, or for about 20 minutes before hopping in the shower and shampooing it out. But if you prefer the quickest fix, it can be placed on damp hair for about half the time as an in-shower deep conditioner in lieu of a traditional conditioner. I chose the last option. After applying it, I combed the product through my hair to make sure it was evenly distributed, then set my phone timer for 10 minutes.
The Results
I wrapped my wet hair in a towel for about 15 to 20 minutes post-shower, and when I finally let my strands tumble out, I felt like a kid on Christmas morning. Instead of being confronted with a rat's nest of knots, I simply ran my brush through each side of my hair about two times, and voilá. My hair felt impossibly smooth, featuring a healthy shine that didn't look greasy in the slightest.
To finish, I styled my mane with Revlon's One-Step hair dryer brush, adding on a heat protectant spray and blow drying cream to further protect and reduce flyaways. Once complete, my hair looked even more sleek and luminous. I couldn't stop running my fingers through it.
The Verdict
While somewhat of a splurge at $39 a jar, this mask is a worthy investment for anyone struggling with dryness, including those with color-treated hair like myself. And while I can't promise you'll see the same results that I did, I can safely say I've tried dozens of other remedies—and this is the only one that truly worked for me.
Sam Peters is a Senior Commerce Editor at Hearst covering fashion, beauty and lifestyle. Her writing has appeared in WWD, Footwear News, Real Simple, PopSugar and Bridal Guide, among others. She enjoys unpacking the latest trends and testing and reviewing some of the most innovative, emerging products on the market.
