Creates separation and texture with a soft, moveable feel
Not measurable from ingredients; depends on personal preference.
—
Stated by brand
Subjective feel varies by hair.
Kenra Professional
Platinum Texturizing Taffy 13
Styler / Paste, medium-hold
- Styler
- paste
- cream
- Sulfate-free
- Protein-free
- Moisture-rich
- Cruelty-free · PETA-listed
Size2 fl oz
Priceabout $25commonly seen · 2 oz · from $2.88/oz in the 13.2 oz
Price / oz$12.50/ozat 2 oz
Where to buy6 stores · 2 sizes
Add it to your products. We’ll tell you if it’s ever recalled.
Scent:
The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.
Strength: Light
Listing used for research: ulta.com
Personal fit
Is this right for you?
Complete the consultation to see how well this product fits your hair and your goals. With 6,000+ products in our library, we can match you to the right ones.
- About 20 minutes, and your answers save as you go.
- Every product matched against your hair across the 23 factors we check.
- A personalized routine built around 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 with 60 days of follow-up questions and plan updates
$99 with 12 months. Pay once; the year renews only if you choose.
Factor
Your profile
Fit
Best for hair types
All types
Not in your profile
Moisture level
High
Not in your profile
Hold (as stated)
Medium
Not in your profile
Slip / detangling
Some
Not in your profile
Weight on hair
Medium
Not in your profile
Fragrance
Present
Not in your profile
Protein
None
Not in your profile
Silicone / wax buildup
High
Not in your profile
Clarifying wash needed
Moderate
Not in your profile
Scent
ScentedLight strength
Not in your profile
Show all 23 factors we check
The rest of what your plan weighs on this product.
Parabens / preservatives
Present
Not in your profile
Essential oils
None listed
Not in your profile
Fast-drying alcohol
None
Not in your profile
Vegan / cruelty-free
Cruelty-free · PETA-listed
Not in your profile
Animal-derived ingredients
Not yet verified
Not in your profile
Aerosol can
Pump or tube
Not in your profile
Needs heat to set
Not determined
Not in your profile
Heavy humectants
Heavy
Not in your profile
Hard-water defence
None
Not in your profile
UV filter
Present
Not in your profile
Ingredient list
27 ingredientsAbout average
Not in your profile
Price tier
Masstige
Not in your profile
Where to buy it
UltaOne channel
Not in your profile
The consultation builds your hair profile, checks every factor in this table against it, and tells you where this product fits or what to use instead.
Start your consultation$49 once, with 60 days of follow-up questions and plan updates. Nothing renews, and you never have to buy a product.
Your avoid-list
Same job for less elsewhere
$12.50/oz at 2 oz, more than 78% of the 197 pastes , which mostly run $4.92–11.75/oz.
Great for
Protein-sensitive hairthat stiffens when protein is added
Dry, thirsty hairhumectants and emollients both sit up front
Curl definitionfilm formers hold a clump together
Very dry hairno fast-drying alcohol in the list
Sun and colour fadea UV filter is in the list
Aerosol avoidancea pump or tube, not a pressurised can
Maybe skip if
this product has a light scent
Curly-method routinesthese silicones need a detergent to remove
Dry or very humid airwhere heavy humectants work against you
Picking it up locallywe’ve only seen it sold in one channel
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.
Cast risk
Unlikely
Softening ingredients sit alongside the film formers, so a hard shell is unlikely.
Weight on the hair
Medium
Middle of the range: noticeable on fine hair, light on coarse hair.
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
Yes
Water-insoluble silicones or waxes: a detergent wash is what removes them.
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. The 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 |
| Propylene Glycol | humectant | Pulls water into the hair | Moisturizes |
| Ozokerite | film former | Lays down the film that holds a shape | Buildup |
| Caprylic/Capric Triglyceride | light ester | Light slip without much weight | Softens |
| Oleth-20 | emulsifier | Keeps oil and water mixed | Stabilizes |
| Oleth-3 | emulsifier | Keeps oil and water mixed | Stabilizes |
| Oleth-5 | emulsifier | Keeps oil and water mixed | Stabilizes |
| Isopropyl Myristate | light ester | Light slip without much weight | Softens |
| Dimethicone | silicone | A little smoothing and shine | Buildup |
| Microcrystalline Wax | wax | Adds a little grip | Buildup |
| Phenyl Trimethicone | silicone | A little smoothing and shine | Buildup |
| Copernicia Cerifera (Carnauba) Wax | wax | Adds a little grip | Buildup |
What the list leaves out, and what it carriesNo sulfates or drying alcohols. Protein-free: this is built for moisture rather than for strengthening. Contains fragrance. The silicones here need a detergent wash to come off.
Full ingredient list (27)
In the US, ingredients above 1% are listed from most to least. Below 1% they can appear in any order. Each note keeps three things apart: what the ingredient generally does, its role in this type of product, and what its position can tell you.
-
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
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 adds less weight than oils or butters do.
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
-
3
Ozokerite
General function
A mineral wax used to give balms and pomades their firm structure.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
PubChemMay suitMaximum-hold stylingA wax holds by staying solid on the strand, which gives grip and separation rather than a set film that cracks.
May suitVery dry or highly damaged hairForms a physical barrier on the strand that slows water leaving it. Nothing else in a formula holds moisture in as bluntly.
May not suitBuild-up-sensitive routinesIt does not disperse in water at all: removing it means a detergent wash, and until then it stays exactly where it landed.
- film former
- sealant
- wax
-
4
Caprylic/Capric Triglyceride
General function
A light, refined coconut-derived oil that spreads easily and does not go rancid. It gives slip without a heavy feel.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitFine or easily flattened hairA light emollient: it softens the surface with noticeably less weight than an oil or a butter.
May suitFrizz-prone, damaged, or high-friction hairSpreads thin and lowers friction between strands without the heaviness of a fixed oil.
- light ester
- emollient
-
5
Oleth-20
General function
An emulsifier that keeps oils dispersed in water-based formulas.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
- emulsifier
- solubilizer
-
6
Oleth-3
General function
A fatty alcohol with ethylene oxide added. The number is how many units: low numbers sit on the oil side of an emulsion, high numbers dissolve in water.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
- emulsifier
-
7
Oleth-5
General function
A fatty alcohol with ethylene oxide added. The number is how many units: low numbers sit on the oil side of an emulsion, high numbers dissolve in water.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
- emulsifier
-
8
Isopropyl Myristate
General function
A very light ester that makes products glide and disappear quickly on the hair.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChemMay suitFine or easily flattened hairA light emollient: it softens the surface with noticeably less weight than an oil or a butter.
May suitFrizz-prone, damaged, or high-friction hairSpreads thin and lowers friction between strands without the heaviness of a fixed oil.
- light ester
- emollient
-
9
Oleth-10 Phosphate
- emulsifier
-
10
Oleth-3 Phosphate
- emulsifier
-
11
PEG-150 Pentaerythrityl Tetrastearate
- thickener
- emulsifier
- ▾Below about here, the order stops meaning much. These are usually used at 1% or less.
-
12
Triethanolamine
General function
A base used in trace amounts to neutralise acidic polymers so a gel thickens.
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.
PubChemDependsFrizz-prone, damaged, or high-friction hairpH adjusters are how a formula is brought to a chosen acidity, and an acidic formula keeps the cuticle lying flatter than an alkaline one. Which way this one moves the pH depends on the formula, and the finished pH is not on the label.
- pH adjuster
-
13
VP/VA Copolymer
General function
A hold polymer that dries to a clear film. It sets the style and washes out with water.
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.
- film former
- polymer
-
14
PEG-45m
- thickener
-
15
Benzophenone-4
General function
A UV filter added to keep the product itself, and dyed hair, from fading in light.
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 suitGray, silver, or brass-prone hairSunlight oxidises hair pigment, and on gray, silver or lightened hair that shows up as yellowing. A UV filter on the label absorbs some of the light that drives it.
- UV filter
-
16
Ext. Violet 2 (CI 60730)
General function
A certified colour that tints the product itself. It does not colour 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 suitGray, silver, or brass-prone hairA violet or blue colorant sits opposite yellow on the colour wheel, so a trace of it deposited on the surface makes a warm cast read cooler. It washes out over the following few washes.
- colourant
- direct dye
- violet dye
-
17
Glycerin
General function
Glycerin, also called glycerol, attracts moisture and mixes completely with water.
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.
Scientific ReportsMay 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
-
18
Dimethicone
General function
The most common conditioning silicone. It coats the strand for shine, slip, and frizz control, and needs a detergent (not just water) to wash out.
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 surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
May suitFrizz-prone, damaged, or high-friction hairLays a smooth film along the cuticle, which lowers combing friction and flattens the surface irregularities that read as frizz.
- silicone
- emollient
- conditioning agent
-
19
Microcrystalline Wax
General function
A petroleum-derived wax used for firm, pliable hold in pomades and pastes.
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 suitMaximum-hold stylingA wax holds by staying solid on the strand, which gives grip and separation rather than a set film that cracks.
May suitVery dry or highly damaged hairForms a physical barrier on the strand that slows water leaving it. Nothing else in a formula holds moisture in as bluntly.
DependsCurls or waves needing flexible holdHow rigid the finish is depends on which polymer it is and what the formula pairs with it, not on there being one.
- wax
- film former
- sealant
-
20
Phenyl Trimethicone
General function
A high-refractive silicone used specifically for visible shine in serums and finishing oils.
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 surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
May suitFrizz-prone, damaged, or high-friction hairLays a smooth film along the cuticle, which lowers combing friction and flattens the surface irregularities that read as frizz.
- silicone
- emollient
-
21
Diazolidinyl Urea
- formaldehyde releaser
- preservative
-
22
Copernicia Cerifera (Carnauba) Wax
General function
A hard palm wax that gives firm hold and shine.
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 suitMaximum-hold stylingA wax holds by staying solid on the strand, which gives grip and separation rather than a set film that cracks.
DependsCurls or waves needing flexible holdHow rigid the finish is depends on which polymer it is and what the formula pairs with it, not on there being one.
- wax
- film former
-
23
PVP
General function
A classic hairspray polymer. It gives firm hold but attracts moisture, so humidity can soften the set.
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 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.
DependsCurls or waves needing flexible holdIt sets firm on its own. Whether the curl stays flexible depends on the plasticisers and oils the rest of the formula carries.
- film former
- polymer
-
24
Propylparaben
- paraben
- preservative
-
25
Methylparaben
- paraben
- preservative
-
26
Fragrance
· Parfum/Fragrance
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
-
27
PEG-6 Caprylic/Capric Glycerides
General function
A coconut-derived emulsifier that softens a cleanser and helps oils disperse.
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 hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
- emulsifier
- emollient
What the whole list adds up to
- 7 emulsifiers
- 5 film formers
- 5 emollients
- 3 waxs
- 3 preservatives
- 2 solvents
- 2 humectants
- 2 sealants
- 2 light esters
- 2 thickeners
- 2 polymers
- 2 silicones
- 2 parabens
- 1 solubilizer
Ingredient list captured 2026-08-27. Formulas change, so check the package in your hand when an ingredient matters to you.
Price · 2 oz
Commonly seen
about $25
Good value under
$13
Priced above the products that do the same job. Stores sell it above the $13 line; products that do this job typically go for about $15 at this size.
Sizes
2 ozusual store size
$25
$12.50/oz
13.2 oz
$37.98
$2.88/oz
The 13.2 oz costs 77% less per ounce than the 2 oz.
Show the price ladder
Where we’ve seen it7 listings · 6 stores
2 ozusual store size
-
Target
$25.002 oz · $12.50/ozOct 31Lowest per oz
-
Ulta
$25.002 oz · $12.50/ozAug 27
-
Hair Cosmopolitan
$25.002 oz · $12.50/ozAug 30
-
Nordstrom Rack
$25.002 oz · $12.50/ozOct 31
-
Ulta Beauty
$25.002 oz · $12.50/ozOct 31
13.2 ozBest per ounce
-
Clear Beauty Co
$37.9813.2 oz · $2.88/ozAug 30Lowest per oz
-
Ulta
$25.00Aug 25
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
- 2 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 2 oz at recognised stores. We leave out the cheapest and most expensive quarters, so one sale or one overpriced listing can’t move it.
- Good value under $13 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $6.40/oz; at 2 oz that is $13. 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 $15 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 2 oz.
Formula
10
Formula score
10 of 10
The formula carries what a paste is built around, and 6 products we score as close matches cost at least a quarter less per ounce. The difference is the label, not the formula.
How the score is counted
- 6 products we score as doing the same job cost less per ounce
- Costs more per ounce than 78% of the 197 pastes we’ve priced
- Covers 6 of the 6 things a paste should do
- Reviewers mention 4 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 measures completeness for the job: a weighted share of the systems this product type is usually built around that we find in this list. It does not rate how well the product works or its quality, and it never compares across product types.
Does the same job, for less
Formulas that do the same things (cleanse, condition, coat or hold) for less per ounce. Scent, texture and where you buy them can still differ.
Uppercut DeluxeClose function
Matte Pomade
$7.93/oz $4.57/oz less
- Protein-free
- Rich
- Alcohol-free
- Function
- Also
Sexy HairClose function
Healthy Sexy Hair Styling Paste
$8.99/oz $3.51/oz less
- Protein-free
- Rich
- Humidity
- Function
- Also
See more alternatives in the product library
These products do a similar job. We haven’t matched them to you. Find the one that fits your hair, routine and budget
Final decision
Should you buy it?
Good for the right person, not the lowest costBest user
Hair that stiffens on protein, for a protein-free formula and moisture that stays in
Biggest tradeoff
Worth skipping for anyone sensitive to fragrance, curly-method routines, or very dry or very humid climates
Best alternative if not
Uppercut Deluxe Easy Hold, for similar results 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, and what the formula shows
Claims are quoted from the brand. We mark a claim supported, partly supported or conflicting only when the ingredient list speaks to it. Everything else stays "stated by the brand". That isn’t a criticism: most claims can’t be checked from a label.
1
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
2
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
Superior control for styling short & long styles
This is a marketing claim; an ingredient list cannot speak to it.
—
Stated by brand
Can’t be confirmed from label.
Medium-high shine finish
The formula carries a recognised shine system — silicone, oil, or light ester.
- Ozokerite
- Caprylic/Capric Triglyceride
- Isopropyl Myristate
Supported
Reflects light for visible shine.
How to read this
We look at the first 10–15 ingredients and what they do in a formula, not at the marketing. If the list doesn't speak to a claim, we don't assume.
Reviewers
What people report
Themes that come up again and again in sourced reviews, written by our researchers in their own words. We don’t store or scrape star ratings.
Gives control on thin, very straight hair
Peggy, Cookeville TN, 5-star Ulta reviewerHas been a long-term staple product she keeps repurchasing for years
Theresa, Warren OH, 5-star Ulta reviewerGood for defining curls, especially when used with roller sets, using only a small amount
Nadine, Maryland, 5-star Ulta reviewerGives waves/curls definition and extra volume with a light, nice scent
Sue, Florida, 4-star Ulta reviewerToo much hold for heavy, thick hair despite high expectations from other reviews
Ulta 'most helpful critical' reviewer, 3-starMore from Kenra Professional
How this page was made
- Everything above comes from our researched product record: identity, the ingredient list as printed, the brand's own claims, dated prices and review themes our researchers wrote in their own words. No part of this page is written by hand for one 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.
- 1 source consulted for this product (0 manufacturer or regulatory, 1 retailer, 0 editorial), last checked 2026-08-27.
- Ingredient references are linked for 7 of 16 product-aware annotations on this page. Fit notes are general formulation guidance. They aren’t a verdict on the finished product or on you.
- We haven’t tested this product in a lab, and we don’t physically test your hair. Formula readings come from the ingredient list. Claims about how it behaves are labelled as the brand's.
- Ingredient order tells you relative amount only above roughly 1%. Prices are what we saw on the dates shown and can change.
- 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 v23. Record last updated 2026-08-27.
