Weightless curl definition
We cannot read weight on the strand from what is recorded.
- Water
- Propylene Glycol
Stated by brand
Can’t be confirmed from label.
It's a 10
Coily Miracle Gelled Oil
Styler / Gel, medium-hold
- Styler
- gel
- Vegan · ingredient list
Size5 fl oz
Price$21–23commonly seen · 5 oz
Price / oz$4.20/ozat 5 oz
Where to buy4 stores · $20.99–24.99
Scent:
The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.
Manufacturer page: itsa10haircare.com
Personal fit
Is this right for you?
Complete the consultation to see exactly how well this product fits your hair and your goals. With 2,400+ products in our library we can match exactly the right products to you.
- In 10 minutes we can identify your exact hair condition and traits.
- Every product matched against your hair across the 19 factors we check.
- A personalized routine for your daily life — your schedule, styling habits, and local weather.
- Find products that do the same job at a lower cost.
- Your goals, scalp, damage history, water, budget, and scent preferences all shape your plan.
$49.00 one-time consultation, no subscription
Add the optional $49/year membership for unlimited adjustments for changes in weather and lifestyle.
Factor
Your profile
Fit
Best for hair types
Wavy–Coily
Not in your profile
Moisture level
High
Not in your profile
Hold (as stated)
Medium
Not in your profile
Slip / detangling
Little
Not in your profile
Fragrance
Present
Not in your profile
Silicone / wax buildup
None
Not in your profile
Clarifying wash needed
Low
Not in your profile
Parabens / preservatives
Not determined
Not in your profile
Essential oils
Not determined
Not in your profile
Vegan / cruelty-free
Vegan · ingredient list
Not in your profile
Show all 19 factors we check
The rest of what your plan weighs on this product.
Animal-derived ingredients
Vegan · ingredient list
Not in your profile
Aerosol can
Not determined
Not in your profile
Needs heat to set
Not determined
Not in your profile
Heavy humectants
Heavy
Not in your profile
Hard-water defence
High
Not in your profile
UV filter
None listed
Not in your profile
Ingredient list
21 ingredientsAbout average
Not in your profile
Price tier
Masstige
Not in your profile
Where to buy it
Brand website · Specialty beauty
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.
Start your consultation$49.00 once, for your consultation and hair profile. No subscription, no required purchases.
Your avoid-list
Priced above most gels
$4.20/oz at 5 oz — more than 84% of the 155 gels , which mostly run $1.19–3.51/oz.
Great for
Curl definitionfilm formers hold a clump together
Maybe skip if
this product carries a scent
Dry or very humid airwhere heavy humectants work against you
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)
Medium
A medium hold, as stated by the brand.
Hold system
Mixed
Gums and synthetic polymers together.
Oil absorption
None
No absorbent powders or starches.
Oils and butters
Present, lower down
Oils are present, but low enough to be a finishing touch.
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) | solvent | The base everything else is dissolved in | Neutral |
| Acrylates Copolymer | film former | Lays down the film that holds a shape | Holds |
| Propylene Glycol | humectant | Pulls water into the hair | Moisturizes |
| Phenoxyethanol | preservative | Keeps the product from spoiling | Stabilizes |
| Aminomethyl Propanediol | — | — | Neutral |
| Glycerin | humectant | Adds a little water-binding | Moisturizes |
| PEG-60 Hydrogenated Castor Oil | solubilizer | Helps dissolve the oils | Stabilizes |
| Carbomer | thickener | Adjusts the texture | Holds |
| FragranceFragrance/Parfum | fragrance | The scent | Fragrance |
| Hydrolyzed Pea Protein | film former | A supporting film former | Protein |
| Hydrolyzed Rice Protein | film former | A supporting film former | Protein |
What the list leaves out, and what it carriesFragrance is on the label. Hard-water chelators are present.
Full ingredient list (21)
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)
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
Acrylates Copolymer
General function
A hold polymer that forms a firm, humidity-resistant film. It is the usual source of a hard cast in gels.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitClimate-sensitive or frizz-prone hairA set polymer film is a physical barrier to humidity, so a style keeps its shape longer in damp conditions.
May suitMaximum-hold stylingSynthetic film formers dry into a continuous film, which is what holds a shape against movement and against humid air.
DependsBuild-up-sensitive routinesSome acrylate copolymers rinse with water and some need a detergent; the label alone does not say which one a formula used.
- film former
- polymer
-
3
Propylene Glycol
General function
A small humectant and solvent that keeps formulas stable and helps active ingredients spread.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
PubChemMay suitFine or easily flattened hairLight and water-binding rather than oily, so it hydrates without contributing weight.
May suitVery dry or highly damaged hairA small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.
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.
- humectant
- solvent
- ▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
-
4
Phenoxyethanol
General function
The most common modern preservative; it keeps the product free of bacteria and mould. It sits well below 1% of the formula.
Estimated lower-concentration zonePubChemIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
- preservative
- 5 Aminomethyl Propanediol
-
6
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.
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.
Cosmetic Ingredient ReviewMay 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 hairWater moves both ways. Measured across concentrations, glycerin solutions give water up in some conditions and take it from the air in others. What it does for you depends on how much of it is there and on the air around it.
- humectant
-
7
PEG-60 Hydrogenated Castor Oil
General function
A castor-derived solubiliser that keeps fragrance and oils dissolved in clear liquids.
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.
- solubilizer
- emulsifier
-
8
Carbomer
General function
A thickener that turns a liquid into a clear gel. It also contributes a light hold.
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 suitClimate-sensitive or frizz-prone hairA set polymer film is a physical barrier to humidity, so a style keeps its shape longer in damp conditions.
May suitMaximum-hold stylingSynthetic film formers dry into a continuous film, which is what holds a shape against movement and against humid air.
DependsBuild-up-sensitive routinesSome acrylate copolymers rinse with water and some need a detergent; the label alone does not say which one a formula used.
- thickener
- polymer
- film former
-
9
Hydroxyethylcellulose
General function
A cellulose thickener that gives gels and conditioners their body and adds a soft, flexible film.
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 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
- 10 Quaternium-22
-
11
Tetrasodium EDTA
General function
Binds the metal ions in hard water so they cannot dull hair or destabilise the formula.
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 suitBuild-up-sensitive routinesBinds the calcium and magnesium in hard water, which is what stops mineral deposits accumulating on the strand wash after wash.
May suitGray, silver, or brass-prone hairCopper and iron carried in tap water deposit on the strand and read as a dull, warm cast on gray or light hair. A chelator holds those metals in solution so the wash carries them off.
- hard-water chelator
-
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
Panthenol
General function
Provitamin B5. It draws in water and penetrates the strand a little, which is why it is the standard ingredient for softness and shine claims.
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 suitFine or easily flattened hairIt hydrates without adding oil or a film, which is the combination fine hair usually needs.
May suitFrizz-prone, damaged, or high-friction hairDeposits a lubricating layer that makes combing easier, which is most of what stops mechanical damage adding to frizz.
May suitVery dry or highly damaged hairA humectant that also penetrates the cuticle, so it holds water inside the strand rather than only on the surface.
- humectant
- conditioning agent
- vitamin
-
14
Hydrolyzed Pea Protein
General function
A plant protein used for strength claims in vegan formulas.
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 suitFrizz-prone, damaged, or high-friction hairFilling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
May suitVery dry or highly damaged hairHydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.
- film former
- protein
- hydrolysed protein
-
15
Hydrolyzed Rice Protein
General function
A light plant protein that adds body and shine, popular in volume products.
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 suitFrizz-prone, damaged, or high-friction hairFilling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
May suitVery dry or highly damaged hairHydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.
- film former
- protein
- hydrolysed protein
-
16
Ethylhexylglycerin
General function
A preservative booster that also adds a little softness. Almost always paired with phenoxyethanol.
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 suitFrizz-prone, damaged, or high-friction hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
- preservative
- emollient
-
17
Butyrospermum Parkii (Shea) Butter
General function
A rich, solid plant butter used for heavy conditioning on coarse or dry hair. High in the list it makes a product decidedly heavy.
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 suitDry, coarse, or high-porosity hairCoarse, porous hair loses water quickly and can carry the weight; a butter slows that loss more than a thin oil does.
May suitFrizz-prone, damaged, or high-friction hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
May suitVery dry or highly damaged hairA solid fat melts onto the strand at body temperature and stays there, which is the heaviest surface moisture-holding a formula can offer.
- butter
- emollient
- sealant
-
18
Persea Gratissima (Avocado) Oil
General function
A rich oil used in masks and heavier creams for softness on coarse or dry hair.
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 suitDry, coarse, or high-porosity hairCoats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.
May suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
-
19
Cocos Nucifera (Coconut) Oil
General function
One of the few oils small enough to move into the strand, which is why it is used for pre-wash treatments. It can feel heavy or stiff on protein-sensitive hair.
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 suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
-
20
Gardenia Taitensis Flower
- botanical extract
-
21
Tocopherol
- antioxidant
- vitamin
What the whole list adds up to
- 5 film formers
- 4 emollients
- 3 humectants
- 2 solvents
- 2 polymers
- 2 preservatives
- 2 thickeners
- 2 vitamins
- 2 proteins
- 2 hydrolysed proteins
- 2 oils
- 1 solubilizer
- 1 emulsifier
- 1 gum
Ingredient list captured 2026-09-08. Formulas change — check the package in your hand when an ingredient matters to you.
Price · 5 oz
Commonly seen
$21–23
Show the price ladder
Where we’ve seen it4 listings · 4 stores
-
Sally Beauty
$20.995 oz · $4.20/ozSep 8Lowest per oz
-
It's a 10 (itsa10haircare.com)
$21.005 oz · $4.20/ozSep 8
-
It's A 10 Haircare
$21.005 oz · $4.20/ozSep 8
-
CVS
$24.995 oz · $5.00/ozSep 8
Sorted by price per ounce. Dated observations from our research, not live prices. Direct store pages, no affiliate links. We don’t sell this product.
How we work this out
- 5 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.
- Commonly seen is the middle half of current prices for the 5 oz at recognised stores — the cheapest quarter and the dearest quarter are left out, so one sale or one overpriced listing can’t move it.
- About $11 is what gels typically cost at this size. Too few of the products that do the same job carry a price for us to draw a good-value line.
Formula
8
Formula score
8 of 10
Above the range for gels per ounce for a complete formula, with no close, lower-priced match in our library.
How the score is counted
- Nothing in our library does the same job for less
- Costs more per ounce than 84% of the 155 gels we’ve priced
- Covers 5 of the 6 things a gel should do
- Reviewers mention 3 things they like about how it performs
- 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.
Similar products
- No close alternatives are recorded for this product yet.
- Browse this product category
Final decision
Should you buy it?
Above-range price, specific fitBest user
Curls that need definition — for defined, clumped curls
Biggest tradeoff
Not ideal for anyone sensitive to fragrance 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.
4
SupportedBacked by ingredients
2
Partly supportedSome supporting logic
4
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
Enhanced shine
The formula carries a recognised shine system — silicone, oil, or light ester.
- Butyrospermum Parkii (Shea) Butter
- Persea Gratissima (Avocado) Oil
- Cocos Nucifera (Coconut) Oil
Supported
Reflects light for visible shine.
Soft and touchable curls
We cannot read film flexibility from what is recorded.
- Acrylates Copolymer
- Carbomer
- Hydroxyethylcellulose
Stated by brand
Can’t be confirmed from label.
Helps reduce split ends
Protein or ceramides are present, but low enough that this reads as support, not treatment.
- Hydrolyzed Pea Protein
- Hydrolyzed Rice Protein
Partly supported
Supports the surface, not a treatment.
Ultimate frizz control
Silicones or film formers smooth the cuticle, which is the usual mechanism.
- Acrylates Copolymer
- Carbomer
- Hydroxyethylcellulose
Supported
Smoother strands, less frizz.
Helps fortify hair
Protein or ceramides are present, but low enough that this reads as support, not treatment.
- Hydrolyzed Pea Protein
- Hydrolyzed Rice Protein
Partly supported
Supports the surface, not a treatment.
Excellent braid control
This is a marketing claim; an ingredient list cannot speak to it.
—
Stated by brand
Can’t be confirmed from label.
Soothes scalp
This is a marketing claim; an ingredient list cannot speak to it.
—
Stated by brand
Can’t be confirmed from label.
Medium Hold
Synthetic hold polymers are present.
- Acrylates Copolymer
- Carbomer
- Hydroxyethylcellulose
Supported
Structure that lasts the day.
Nourishing formula
Humectants or rich emollients sit in the first eight ingredients.
- Propylene Glycol
- Glycerin
- Panthenol
Supported
Helps hair feel hydrated.
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.
Several reviewers say a little goes a long way and pair it with the brand's Coily leave-in as part of a routine, calling it good value against competitors.
repeat users describing their routineReviewers say a small amount defines curls without leaving a crunchy, sticky, or flaky feel once dry.
general curly/coily-hair reviewers on the Ulta listingReviewers with fine, wavy, or mixed-texture hair (half curly/half straight) say it forms defined ringlets naturally where other gels either made hair look crunchy-wet or did not hold at all.
reviewers with fine, wavy, or mixed-texture hairSome reviewers say frizz control fades over the course of the day and they need to wet and reapply a bit to refresh second-day curls.
reviewers describing curly/frizzy hair through a full dayMore from It's a 10
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.
- 4 sources consulted for this product (2 manufacturer or regulatory, 1 retailer, 1 editorial), last checked 2026-09-08.
- Ingredient references are linked for 7 of 14 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 2026-09-08.