Brand comparison
SheaMoisture vs Aunt Jackie's: Which Budget Brand Is Better for Curls?
Two affordable brands for thick, dry curls and coils. Aunt Jackie's rates much higher; SheaMoisture's Smoothie is still its best product.
| Compared | SheaMoisture | Aunt Jackie’s |
|---|---|---|
| What reviewers think | Mixed opinions: One cult classic. Mostly heavy. | Mostly positive: Big results. Small price. |
| Curl Score | 3.4 Mixed | 4.2 Great |
| People with an opinion | 67 | 51 |
| Best-liked product | Coconut & Hibiscus Curl Enhancing Smoothie | Curl La La Defining Curl Custard |
| More promising for | Thick, coarse or coily hair that likes rich products, children's detangling, and the Smoothie as a leave-in. | Medium to coarse curls and coils, children's detangling, and anyone who wants reliable results on a budget. |
| Think twice if | Your hair is fine, wavy or low porosity, or you loved the old formulas and expect them unchanged. | Your hair is fine and easily weighed down, or your scalp reacts to rich creams. |
SheaMoisture and Aunt Jackie's are both affordable, both made for thick, dry curls and coils, and both popular for children's hair. Their reputations differ, though. Aunt Jackie's has one of the highest Curl Scores we track, with several products reviewers call holy grail. SheaMoisture's score is mixed, held up mostly by the Curl Enhancing Smoothie.
The main difference
Curl cream: Aunt Jackie's Curl La La gives soft, defined, bouncy curls and has more fans. SheaMoisture's Curl Enhancing Smoothie is a rich, decade-long staple used as a leave-in or one-step styler. Both are too heavy for some.
Gel: Aunt Jackie's Don't Shrink Flaxseed Gel is a cheap gel that many say rivals pricier ones. SheaMoisture doesn't have a gel reviewers rate as highly.
Consistency: long-time SheaMoisture users say formulas changed after the 2017 Unilever buyout, with more residue and less moisture. Some Aunt Jackie's users also say the line stopped working for them, but it's a less common complaint.
Children's hair: both brands are praised. Parents call SheaMoisture's kids' detangler the best on the market, and rave about Aunt Jackie's Knot On My Watch.
Scent: reviewers love SheaMoisture's smells. Some can't stand certain Aunt Jackie's scents.
Which to choose
Choose Aunt Jackie's if you want a full, reliable budget routine (leave-in, cream and gel) for medium to coarse curls.
Choose SheaMoisture if you want a rich cream that doubles as a leave-in, or you love its scents.
Skip both if your hair is fine, wavy or low porosity.
The verdict
Aunt Jackie's is the more reliable brand. SheaMoisture's Smoothie is still a good cream on its own, and pairs well with Aunt Jackie's Flaxseed gel.
Head to head
Each brand's strongest product of each type, by what reviewers say.
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Curl cream
SheaMoisture
Coconut & Hibiscus Curl Enhancing Smoothie
9 positive·2 negativeA decade-long staple for many, giving shine and bounce, though too heavy for some.
Best for A moisturising leave-in or one-step styler on medium to thick curls
Aunt Jackie’s
Curl La La Defining Curl Custard
13 positive·1 mixed·1 negativeA well-liked custard for soft, defined, bouncy curls and refresh days, though too heavy for some.
Best for Soft definition on medium-length curls, alone or under a gel
Which suits your hair
What reviewers with each kind of hair report.
Fine or wavy hair
SheaMoisture
Most reviewers with fine or wavy hair say the range is too heavy. The exceptions are small and specific: one reviewer applies a little Smoothie before wringing out so it doesn't weigh their hair down, another uses it as a single styler in a small amount, and a reviewer with fine 2C/3A curls loves the Frizz-Free Curl Mousse as a last step.
Aunt Jackie’s
Go carefully. A reviewer with fine 3A/3B hair found the Flaxseed gel gummy on sopping wet hair, a reviewer with fine, long hair says the whole line left it straw-like and greasy, and Curl La La was too heavy for another.
Thick, dense or coily hair
SheaMoisture
This is who the brand suits. Reviewers say the JBCO leave-in does wonders for average or thick hair, a reviewer with very thick 4c hair says it works pretty well, and one with coarse corkscrew curls loves the whole set.
Try Jamaican Black Castor Oil Strengthen & Restore Leave-In Conditioner
Aunt Jackie’s
Reviewers don't single out Aunt Jackie’s for this.
Children's hair
SheaMoisture
Parents are some of the warmest reviewers. The leave-in is the only thing that worked on one daughter's worst knots, and another calls the kids' detangler the best on the market.
Aunt Jackie’s
Parents are some of the most enthusiastic reviewers. The Knot On My Watch detangler is described as a miracle on a son's matted neck curls and the best detangler for a curly 'nest', and Curl La La worked wonders for one reviewer and their daughter.
Starting out or on a budget
SheaMoisture
Reviewers don't single out SheaMoisture for this.
Aunt Jackie’s
This is the brand's strength. Reviewers say the Flaxseed gel gives results very similar to Kinky-Curly Curling Custard for a fraction of the price, and one reviewer with coarse 3B hair uses only the gel for a cast that lasts up to a week.
Based on what commenters with similar hair reported. Hair varies.
What reviewers like and dislike
SheaMoisture
- Praised: The Curl Enhancing Smoothie
- Praised: Rich moisture for thick and coily hair
- Praised: Smells reviewers love
- Praised: Cheap and easy to find
- Praised: Good kids' detanglers
- Complaint: Too heavy for fine, wavy or low-porosity hair
- Complaint: Formulas that changed after the buyout
- Complaint: Residue and buildup
- Complaint: Lighter lines that get discontinued
- Complaint: Protein overload, for one reviewer
Aunt Jackie’s
- Praised: Very cheap for the amount
- Praised: The Quench leave-in
- Praised: Soft, defined, bouncy curls from Curl La La
- Praised: A Flaxseed gel that rivals pricier gels
- Praised: Detanglers that work on children's knots
- Complaint: Gummy, sticky or drying gel, for a few
- Complaint: Heavy on fine hair
- Complaint: Stopped working for some long-time users
- Complaint: Spray bottles with a straight stream
- Complaint: Scents some can't stand