SheaMoisture vs Cantu: Which Curl Brand Suits Your Hair?

Shea Moisture vs Cantu is the drugstore comparison most people with curls end up making. The two brands sit side by side on the shelf, both are built on shea butter, both are inexpensive, and for many people one of them was the first curl product they ever bought.

We read every comment about both brands in our review sheets, which are collected from curly-hair forums. The short answer: they suit the same hair, which is thick, dense and coily, and both are too heavy for fine or wavy hair. SheaMoisture's best product is better at moisture, and Cantu's is better at definition. Both brands are best judged by one standout product, not the whole range.

SheaMoisture

Nearly everything good reviewers say about SheaMoisture comes back to one jar.

Reviewers describe the Curl Enhancing Smoothie as the one product that survived while they swapped out everything else in their routine. Some have used it for a decade. Some use it as a leave-in for moisture, shine and bounce. Others use it on its own as a single styler on soaking wet hair. Fine-haired fans use only a little and apply it before wringing their hair out. The people who dislike it found it far too heavy and unpleasant to apply. We look at it more closely in SheaMoisture Curl Enhancing Smoothie, Considered.

Beyond the Smoothie, the most common verdict is that the range is too heavy, leaving fine, wavy and low-porosity hair flat, greasy or coated. A second theme comes from long-time users. They say the products changed after Unilever bought the brand in 2017: more residue, less moisture, and products that stopped working. Some feel the formulas have moved away from the coily hair the brand was made for. Reviewers still like the scents, the price and the children's detanglers. One parent calls the kids' detangler the best on the market.

See what reviewers say about every SheaMoisture product.

Cantu

Cantu's reputation also rests on one product, though its range has more fans than SheaMoisture's.

The Curl Activator Cream is the Cantu product its fans never swap out. They describe it as hydrating without being sticky, and say it gives the shiniest, most defined curls they've had while keeping frizz down. It also works on more hair than you might expect. One wavy reviewer has finished four bottles, and someone with fine, low-porosity hair uses a tiny amount in winter.

Across the range, reviewers like the price and how easy it is to find. A stylist recommends it to all their clients, and in parts of Europe it is one of the few curl brands in shops. Parents use it on children's 3A and 4A hair. Weight is the main complaint: reviewer after reviewer with fine or low-porosity hair says the range is too heavy. Several who used it happily for years say it suddenly started leaving their hair dry, frizzy or flaky, and a few can't stand the fragrance.

See what reviewers say about every Cantu product.

The Smoothie is better at moisture. The Curl Activator is better at definition.

Which brand to choose

Choose SheaMoisture if your hair is very dry, coarse or high porosity, and moisture is the priority. The Smoothie doubles as a leave-in and works well under a gel or for twist-outs and braid-outs. It is also the brand to try for detangling children's hair.

Choose Cantu if you want definition and shine from the cream itself, you dislike a buttery, coated feel, or you are buying for children's curls on a tight budget. It is also the better gamble if your curls are on the looser side, as long as you use very little.

Skip both if your hair is fine or wavy. Most reviewers with that hair found both ranges too heavy. Light creams are a better match. See Pillow Soft Curls vs Curl Talk Cream.

If either has stopped working for you, you are not imagining it. Long-time users of both brands report it. Clarify first, because rich shea products build up. See Product Buildup: Signs and Fixes. If that doesn't help, your hair or the formula may have changed, and a different brand is the answer.

Getting the best from either

Most complaints about heaviness are really about how much product was used. Start with an amount the size of a grape for shoulder-length hair. Rub it between wet palms until it thins, and smooth it from mid-lengths to ends on soaking wet hair. Add more only if your hair still feels rough. For curls that last more than a day, put a gel over the cream. The Order to Apply Curl Products explains why.

The verdict

For thick, dry curls and coils, both brands are good value, but only for their best products. If you want one product to moisturize thirsty hair, buy the SheaMoisture Smoothie. If you want more definition with a lighter feel, buy the Cantu Curl Activator Cream. At these prices, plenty of people keep both. If your hair is fine or wavy, skip both brands.