strong hold
Gums or waxes give some structure, without the polymers that carry a firm hold.
- Hydroxyethylcellulose
- Pectin
- Xanthan Gum
Partly supported
Soft structure, not firm hold.
Product image coming soon
As I Am
Curling Jelly
Styler / Gel, strong-hold
- Styler
- gel
- jelly
- Sulfate-free
- Silicone-free
- Protein-free
- Vegan · label states
- Cruelty-free · PETA-listed
Size3 fl ozmost listed · 2 sizes
Price$3.99 Good valueseen at one store · 3 oz
Price / oz$1.48/ozat 3 oz
Where to buy2 stores · 2 sizes
Scent:
The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.
Listing used for research: target.com
Personal fit
Is this right for you?
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Factor
Your profile
Fit
Best for hair types
Wavy–Coily
Not in your profile
Moisture level
High
Not in your profile
Hold (as stated)
Strong
Not in your profile
Slip / detangling
Little
Not in your profile
Weight on hair
Light
Not in your profile
Fragrance
Present
Not in your profile
Protein
None
Not in your profile
Silicone / wax buildup
None
Not in your profile
Clarifying wash needed
Low
Not in your profile
Parabens / preservatives
None of these listed
Not in your profile
Show all 23 factors we check
The rest of what your plan weighs on this product.
Essential oils
None listed
Not in your profile
Fast-drying alcohol
None
Not in your profile
Vegan / cruelty-free
Vegan · label statesCruelty-free · PETA-listed
Not in your profile
Animal-derived ingredients
Vegan · label states
Not in your profile
Aerosol can
Pump or tube
Not in your profile
Needs heat to set
Not determined
Not in your profile
Humidity resistance
High
Not in your profile
Heavy humectants
Heavy
Not in your profile
Hard-water defence
None
Not in your profile
UV filter
None listed
Not in your profile
Ingredient list
19 ingredientsAbout average
Not in your profile
Price tier
Masstige
Not in your profile
Where to buy it
As I Am · Target
Not in your profile
The consultation builds your hair profile, then reads every factor in this table against it — and tells you where this product fits, or what to use instead.
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Your avoid-list
Priced with its peers
$1.48/oz at 3 oz — less than 67% of the 157 gels , which mostly run $1.18–3.50/oz.
Great for
Protein-sensitive hairthat stiffens when protein is added
Curly-method routinesno sulfates and no water-insoluble silicones
Curl definitionfilm formers hold a clump together
Fine hairthat flattens under most products
Silicone-free routinesno silicones appear in the list
Stretching wash daysnothing here needs a detergent to remove
Maybe skip if
this product carries a scent
Anyone who dislikes a castthe film formers here can set firm
Dry or very humid airwhere heavy humectants work against you
Soft, touchable finishesthe brand states a firm hold
What the formula actually does
Read from the label, not the marketing
Each row says where it comes from: F means we derived it from this product’s own ingredient list, S means it is a claim the brand makes that the formula neither confirms nor contradicts.
Hold (as stated)
Strong
A strong hold, as stated by the brand.
Hold system
Natural gum
Natural gums do the holding — softer, and it re-wets more easily.
Cast risk
Likely
Film formers without much softening them — expect a cast to scrunch out.
Weight on the hair
Light
Water-first and light: unlikely to flatten fine hair.
Humidity resistance
Claimed
The brand claims humidity resistance; the ingredient list cannot confirm it.
Oil absorption
None
No absorbent powders or starches.
Oils and butters
None
No oils or butters in the list.
Fast-drying alcohol
None
No fast-drying alcohol in the list.
Needs detergent to remove
No
Nothing here needs a detergent wash to remove.
Fragrance
Present
Fragrance is listed; it sits below the working ingredients.
from the formula
stated by the brand
reported by reviewers
Scale: 1 dot low · 5 dots high, within this product type.
Ingredients that matter
The ingredients that change a decision
The workhorse ingredients plus anything lower down that changes a decision. These chips name what an ingredient does — they are not safety scores, and no ingredient here is rated good or bad on its own.
| Ingredient | What it does | Why it matters | Chip |
|---|---|---|---|
| WaterAqua/Water/Eau | solvent | The base everything else is dissolved in | Neutral |
| Glycerin | humectant | Pulls water into the hair | Moisturizes |
| Aloe Barbadensis Leaf Extract | botanical extract | A plant extract, marketed as much as functional | Moisturizes |
| HydroxyethylcelluloseHydroxyethyl Cellulose | gum | The hold system — natural gums, softer than a synthetic polymer | Holds |
| Betaine | humectant | Pulls water into the hair | Moisturizes |
| Pectin | gum | The hold system — natural gums, softer than a synthetic polymer | Holds |
| Beta Vulgaris (Beet) Root Extract | botanical extract | A plant extract, marketed as much as functional | Moisturizes |
| Xanthan Gum | gum | The hold system — natural gums, softer than a synthetic polymer | Holds |
| FragranceFragrance/Parfum | fragrance | The scent | Fragrance |
| Coumarin | fragrance | The scent | Fragrance |
| Limonene | fragrance | The scent | Fragrance |
What the list leaves out, and what it carriesThe list carries no sulfates, silicones, or drying alcohols. No protein — a moisture formula, not a repair one. Fragrance is on the label. Vegan and cruelty-free.
Full ingredient list (19)
US labelling rules put ingredients above 1% in descending order of amount; below 1% they may be listed in any order. Annotations keep three readings separate: the ingredient's general function, its role in this product type, and what its position can support.
-
1
Water
· Aqua/Water/Eau
General function
The base of almost every rinse-off and cream hair product. It carries everything else and is normally the first ingredient on the label.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
- solvent
-
2
Glycerin
General function
A small water-loving molecule that draws moisture into the hair and holds it there. It is the most common softening ingredient in conditioners and leave-ins.
Role in this product typeIn styling gel, glycerin helps retain moisture as the product dries, supporting a softer, more flexible finish. The hold itself comes from the formula's film-forming polymers.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
Cosmetic Ingredient ReviewMay suitDry, coarse, or high-porosity hairMay suit hair that benefits from added water retention and a softer, more flexible gel finish.
May suitVery dry or highly damaged hairBinds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
DependsClimate-sensitive or frizz-prone hairConsider the climate and the complete formula: prominent humectants can behave differently in very dry air and on frizz-prone hair in high humidity.
- humectant
-
3
Aloe Barbadensis Leaf Extract
General function
A concentrated aloe extract used for light moisture and a soothing claim.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitFine or easily flattened hairHydration with no oil attached, so it adds very little weight even high on a list.
May suitVery dry or highly damaged hairAloe is mostly water carrying sugars that bind more of it, which is why it turns up as the base of moisture-first formulas.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
- botanical extract
- humectant
-
4
Hydroxyethylcellulose
· Hydroxyethyl Cellulose
General function
A cellulose thickener that gives gels and conditioners their body and adds a soft, flexible film.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChemMay suitCurls or waves needing flexible holdA polysaccharide film stays softer than a synthetic one as it dries, which is what leaves a curl defined but still able to move.
May suitFrizz-prone, damaged, or high-friction hairA soft film binds neighbouring strands together, which is most of what keeps flyaways lying down without stiffness.
May not suitMaximum-hold stylingGum films stay soft. A style that needs firm fixation usually wants a synthetic polymer doing the holding.
- gum
- thickener
- film former
-
5
Betaine
General function
A sugar-beet derived humectant that binds water. Despite the name it is not a cleanser like cocamidopropyl betaine.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChemMay suitDry, coarse, or high-porosity hairHigh-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.
May suitVery dry or highly damaged hairBinds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
DependsClimate-sensitive or frizz-prone hairA humectant moves water in whichever direction the air allows: it holds moisture in humid conditions and can pull it back out of hair in very dry ones.
- humectant
-
6
Pectin
General function
A fruit-derived gum that thickens water-based formulas and leaves a light, flexible film.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitCurls or waves needing flexible holdA polysaccharide film stays softer than a synthetic one as it dries, which is what leaves a curl defined but still able to move.
May suitFrizz-prone, damaged, or high-friction hairA soft film binds neighbouring strands together, which is most of what keeps flyaways lying down without stiffness.
May not suitMaximum-hold stylingGum films stay soft. A style that needs firm fixation usually wants a synthetic polymer doing the holding.
- gum
- thickener
- film former
-
7
Beta Vulgaris (Beet) Root Extract
General function
Beetroot extract, used at low levels for moisture claims and natural colour.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitFine or easily flattened hairHydration with no oil attached, so it adds very little weight even high on a list.
May suitVery dry or highly damaged hairAloe is mostly water carrying sugars that bind more of it, which is why it turns up as the base of moisture-first formulas.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
- botanical extract
- humectant
-
8
Xanthan Gum
General function
A fermented sugar gum that thickens water-based formulas and adds soft, natural hold.
Role in this product typeIn styling gel, xanthan gum builds viscosity so the product spreads without running. It can also contribute a flexible film that supports light, natural-feeling hold.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
JungbunzlauerMay suitCurls or waves needing flexible holdMay suit curls or waves that benefit from definition with a flexible, soft-feeling film.
May suitFrizz-prone, damaged, or high-friction hairA soft film binds neighbouring strands together, which is most of what keeps flyaways lying down without stiffness.
DependsMaximum-hold stylingConsider the complete hold system when maximum fixation is the priority: xanthan contributes a flexible film, while stronger hold may depend on additional resins or polymers.
- gum
- thickener
- film former
- ▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
-
9
Tocopheryl Acetate
- antioxidant
- vitamin
-
10
Potassium Sorbate
- preservative
-
11
Sucrose
General function
Table sugar, used as a humectant and, in scrubs, as a physical exfoliant.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay suitDry, coarse, or high-porosity hairHigh-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.
May suitVery dry or highly damaged hairBinds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
DependsClimate-sensitive or frizz-prone hairA humectant moves water in whichever direction the air allows: it holds moisture in humid conditions and can pull it back out of hair in very dry ones.
- humectant
-
12
Fragrance
· Fragrance/Parfum
General function
An undisclosed blend of scent ingredients. Regulations let it stay unlisted, so a fragrance-free product is the only way to be certain what is not in it.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May not suitFragrance-sensitive routinesDeclared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
- fragrance
- declared fragrance
-
13
Phenoxyethanol
- preservative
-
14
Caprylyl Glycol
General function
A gentle preservative helper that also holds a little moisture.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay suitVery dry or highly damaged hairHumectants bind water into the strand, and water — not oil — is what makes dry hair flexible instead of brittle.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
- preservative
- humectant
-
15
Sodium Benzoate
- preservative
-
16
Citric Acid
General function
Used to bring the product to a slightly acidic pH, which helps the cuticle lie flat. It is almost always near the end of the list.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of TrichologyMay suitBuild-up-sensitive routinesHolds hard-water minerals in solution so they rinse away instead of depositing on the hair.
May suitFrizz-prone, damaged, or high-friction hairThe acid side of pH adjustment, and the reason it matters is measured: alkaline formulas raise the fibre's surface negative charge, increase friction between strands and lift the scales, while lower-pH ones do the reverse.
May suitGray, silver, or brass-prone hairWhere a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.
- pH adjuster
- hard-water chelator
- 17 Erythorbic Acid
-
18
Coumarin
General function
A sweet, hay-like fragrance component listed separately as a recognised allergen.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay not suitFragrance-sensitive routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
-
19
Limonene
General function
A citrus-smelling fragrance component that EU rules require to be named separately because some people react to it.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay not suitFragrance-sensitive routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
What the whole list adds up to
- 6 humectants
- 4 preservatives
- 3 gums
- 3 thickeners
- 3 film formers
- 3 fragrances
- 2 botanical extracts
- 2 named fragrance allergens
- 1 solvent
- 1 antioxidant
- 1 vitamin
- 1 declared fragrance
- 1 pH adjuster
- 1 hard-water chelator
Ingredient list captured 2026-08-25. Formulas change — check the package in your hand when an ingredient matters to you.
Price · 3 oz
Seen at
$3.99
Good value under
$5
Usually a good value. Most stores sell it under the $5 line, and products that do this job typically go for about $8 at this size.
Sizes
3 ozmost listed
$3.99
$1.33/oz
8 oz
$12.99
$1.62/oz
The 3 oz costs the least per ounce — 18% less than the 8 oz.
Show the price ladder
Where we’ve seen it2 listings · 2 stores
How we work this out
- 3 oz is the size stores list most often; every comparison on this page is made at it. Other sizes are shown in the Sizes row and the store list.
- Seen at $3.99 is the price we have observed for the 3 oz. We need three stores before we call a price commonly seen.
- Good value under $5 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $1.74/oz; at 3 oz that is $5. Under that line you are paying less than most of them.
- Each size is guarded on its own, so a multipack or a marketplace listing at one size cannot move another.
- About $8 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 3 oz.
Formula
8
Formula score
8 of 10
A complete read of the format at an ordinary price: mid-range per ounce among gels, with the working systems present.
How the score is counted
- Costs less per ounce than 67% of the 157 gels we’ve priced
- Covers 5 of the 6 things a gel should do
- Reviewers mention 2 things they like about how it performs
- Masstige tier, sold at As I Am and Target
- A hold systemThe polymer, gum, or wax that holds the shape.3 pts
- Softeners alongside the holdWhat keeps a film flexible instead of brittle.2 pts
- No drying alcohol in the first threeFast drying without leading on alcohol.2 pts
- A humectantBinds water into the hair.1 pt
- A humidity claim with a mechanismThe claim has a film former or silicone behind it.1 pt
- Fragrance kept out of the top eightScent as a finishing touch, not a major share.1 pt
The formula score is completeness for the job: the share of the systems this product type is normally built around that we can find in this list, weighted. It is not efficacy, not quality, and it never compares across product types.
Does the same job
Same derived functions — what it cleans, conditions, coats or holds — at a lower cost per ounce. Scent, texture and where you buy it can still differ.
Bondi BoostClosest function
Thickening Therapy Spray
$7.80/oz $6.32/oz more
- Curly method
- Lightweight
- Silicone-free
- Function
- Also
Innersense Organic BeautyLowest cost per oz
I Create Volume Styling Gel - Orange Blossom
$2.80/oz $1.32/oz more
- Fragrance-free
- Curly method
- Lightweight
- Function
- Also
Kinky-CurlyClose function
Original Curling Custard Natural Styling Gel
$2.87/oz $1.39/oz more
- Protein-free
- Curly method
- Lightweight
- Function
- Also
See more alternatives in the product library
These are functional neighbours, not personal recommendations — they are close on formula, not chosen for anyone. Get the one that fits your hair, routine, and budget
Final decision
Should you buy it?
A solid pick for the hair it suitsBest user
Hair that stiffens on protein — for a protein-free formula and a curly-method-compatible formula
Biggest tradeoff
Less suited to anyone sensitive to fragrance, anyone who will not scrunch out a cast, or very dry or very humid climates
Best alternative if not
Nothing in our library matches it closely at a lower price.
We do not sell products or take placement fees. This page states what the formula and the prices show; the consultation is what matches it to a person.
Claims check
What the brand says, against what the formula shows
Claims are quoted from the brand. We only mark one supported, partly supported, or conflicting when the ingredient list actually speaks to it; everything else stays "stated by the brand", which is not a criticism — most claims simply cannot be read off a label.
2
SupportedBacked by ingredients
1
Partly supportedSome supporting logic
3
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
defines coils and curls
This is a marketing claim; an ingredient list cannot speak to it.
—
Stated by brand
Can’t be confirmed from label.
minimizes frizz
Silicones or film formers smooth the cuticle, which is the usual mechanism.
- Hydroxyethylcellulose
- Pectin
- Xanthan Gum
Supported
Smoother strands, less frizz.
reduces shrinkage and enhances stretch
This is a marketing claim; an ingredient list cannot speak to it.
—
Stated by brand
Can’t be confirmed from label.
locks in moisture
Humectants or rich emollients sit in the first eight ingredients.
- Glycerin
- Aloe Barbadensis Leaf Extract
- Betaine
Supported
Helps hair feel hydrated.
72% curl retention after five hours in high humidity
A brand-run study. We report it as stated and do not repeat the number as fact.
—
Stated by brand
Only the brand’s testing shows this.
How to read this
We look at the first 10–15 ingredients and what they do in a formula — not marketing. If the list doesn't speak to a claim, we don't assume.
Reviewers
What people report
Recurring themes our researchers wrote in their own words from sourced reviews. We do not store or scrape star ratings.
One curl-and-wave reviewer liked the definition without dryness, residue, or flakes and preferred its gentler cast over a very hard cast.
curl and wave definition userA reviewer with 2B/2C hair says the jelly gives definition without weighing curls down, so the result stays soft.
2B/2C hair prone to product weightSome reviewers report that, despite initial definition, their curls became dry, stiff, and flaky by the next day.
next-day wear concernA 4B/4C user says water plus the jelly defined their curls without flakes, but notes that longer hair could need a lot of product from the small container.
4B/4C hair; short-hair userMore from As I Am
How this page was made
- Everything above is generated from our researched product record — identity, the ingredient list as printed, the brand's own claims, dated price observations, and review themes written in our researchers' own words. No part of this page is written per product.
- The value band is a fixed label over two stored numbers: this product’s cost per ounce as a percentile of every product of this type we have priced, each at the size it is most often sold in, and how many products we score as doing the same job cost at least a quarter less per ounce.
- Both scores out of ten are defined on this page. The formula score is completeness for the job, computed from a fixed per-format checklist shown beneath the gauge; the price score is cost per ounce against every product of this type we have priced.
- The "Is this right for you?" panel reads only your own consultation answers, and it applies exactly the filters our recommendation engine applies. It is computed when you load the page and is never stored on it.
- 2 sources consulted for this product (1 manufacturer or regulatory, 1 retailer, 0 editorial), last checked 2026-08-25.
- Ingredient references are linked for 9 of 13 product-aware annotations on this page. Fit notes are conditional formulation guidance, not a conclusion about the finished product or about you.
- We have not tested this product in a lab and we do not physically test your hair. Formula readings come from the ingredient list; behaviour claims are labelled as the brand's.
- Ingredient order tells you relative amount only above roughly 1%. Prices are observations on the dates shown and change without notice.
- Ingredient names link to our ingredient library, where each entry shows what it does, which product types use it, and where it usually sits on a label across everything we have researched.
- This is cosmetic information, not medical advice, and nothing here diagnoses or treats a health condition.
- Formula readings: derivation v22. Record last updated 2026-08-26.