Skip to main content
Philip Kingsley

Elasticizer Deep-Conditioning Treatment

Mask / Moisture treatment, oil-rich

  • Mask / treatment
  • moisture
  • Sulfate-free
  • Moisture-rich
  • Not vegan · ingredient list
Size5.07 fl ozmost listed · 2 sizes
Price$55–56commonly seen · 5.07 oz · from $6.15/oz in the 16.91 oz
Price / oz$10.85/ozat 5.07 oz
Where to buy7 stores · 2 sizes

Scent:

No added fragrance, no scenting essential oils, and no declared fragrance allergens on the list.

Listing used for research: nordstrom.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 22 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.

Start your consultation

Same job for less elsewhere

$10.85/oz at 5.07 oz — more than 94% of the 347 masks and treatments , which mostly run $1.63–5.74/oz.

View alternatives

Great for

no fragrance (parfum) on the label
free of strong smells
Maximum slipfor hair that tangles the moment it is wet
Dry, thirsty hairhumectants and emollients both sit up front
Very dry hairno fast-drying alcohol in the list
Sun and colour fadea UV filter is in the list

Maybe skip if

Curly-method routinesthese silicones need a detergent to remove
Dry or very humid airwhere heavy humectants work against you
Vegan and cruelty-freeour record does not support both claims here
Tight budgetsit sits in the upper price tiers
If scent matters to younothing is added here

Whether your hair needs moisture, protein, or bond repair right now depends on your damage history and how your hair behaves wet — that is what the consultation works out.

Wash day

How it fits into wash day

Read from the product’s own directions on the date shown. A step the label leaves out is shown as not stated, never filled in.

When
Before shampoo — Conditioning the lengths
Start on
damp hair
Where
lengths
Label wait
at least 20 minutes (longer allowed)
Then
shampoo it out
Needs
a shampoo and a conditioner
Conditioner after
yes — the label says to condition after shampooing it out
How often
1–2× a week
Worth knowing
Overnight use is allowed by the label.
  1. Apply to damp hair until it feels slippery and covered.
  2. Leave for at least 20 minutes; longer is fine, including overnight under a wrap.
  3. Wash out with a shampoo (a second shampoo helps remove residue).
  4. Condition and style as normal.

Browse technique guides (general — not matched to this product’s directions)

Source: brand page · checked 2026-09-16

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.

Oils and butters Present, high in the list

Oils sit high in the list — a softening, coating formula.

Weight on the hair Medium

Middle of the range — noticeable on fine hair, light on coarse hair.

Protein Minor

Protein appears, low enough to be a supporting ingredient.

Water-binding (humectants) High

Humectants near the top — water-binding is a headline mechanism here.

Slip and detangling High

Conditioning agents sit high in the list — this is a detangling formula.

Needs detergent to remove Yes

Water-insoluble silicones or waxes: a detergent wash is what removes them.

Fragrance None listed

No fragrance is listed.

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.

IngredientWhat it doesWhy it mattersChip
WaterAqua solvent The base everything else is dissolved in Neutral
Ricinus Communis (Castor) Seed OilRicinus Communis Seed Oil oil Coats and softens the strand Softens
Glycerin humectant Pulls water into the hair Moisturizes
Propylene Glycol humectant Pulls water into the hair Moisturizes
Cetearyl Alcohol fatty alcohol Thickens and conditions — not a drying alcohol Softens
Ethylhexyl Dimethyl PABA UV filter Absorbs UV Neutral
Olea Europaea Oil oil Coats and softens the strand Softens
Cetrimonium Chloride conditioning agent Conditions and softens — this is what makes it comb through Detangles
Amodimethicone silicone A little smoothing and shine Buildup
Hydrolyzed Elastin protein A small amount of protein Protein
What the list leaves out, and what it carriesNo sulfates, drying alcohols, or fragrance. The silicones here need a detergent wash to come off.
Full ingredient list (16)

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
    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 ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    • solvent
  • 2 Ricinus Communis (Castor) Seed Oil · Ricinus Communis Seed Oil
    General function

    A thick, tacky oil used for sealing ends and for slick, held-down styles.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    May suitDry, coarse, or high-porosity hair

    Coats 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 hair

    A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.

    May not suitFine or easily flattened hair

    Near the top of a list an oil is weight before it is anything else, and fine hair shows that first at the roots.

    • oil
    • emollient
  • 3 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.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    May suitDry, coarse, or high-porosity hair

    High-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 hair

    Binds 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 hair

    Water 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.

    Scientific Reports
    • humectant
  • 4 Propylene Glycol
    General function

    A small humectant and solvent that keeps formulas stable and helps active ingredients spread.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    May suitFine or easily flattened hair

    Light and water-binding rather than oily, so it hydrates without contributing weight.

    May suitVery dry or highly damaged hair

    A small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.

    DependsClimate-sensitive or frizz-prone hair

    A 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.

    PubChem
    • humectant
    • solvent
  • 5 Cetearyl Alcohol
    General function

    A waxy fatty alcohol - nothing like drying alcohol. It gives conditioners their body and leaves a soft, smoothing film on the hair.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    May suitDry, coarse, or high-porosity hair

    The waxy solid that gives a conditioner its body. It deposits a soft lubricating layer, which is most of what makes hair feel smooth after rinsing.

    May suitFrizz-prone, damaged, or high-friction hair

    Deposits with the cationic conditioners and helps them lie flat along the strand, which is where the detangling actually comes from.

    DependsFine or easily flattened hair

    Near the top of a conditioner it is doing most of the conditioning, and most of the weighting, at the same time.

    PubChem
    • fatty alcohol
    • emollient
    • thickener
  • 6 Ethylhexyl Dimethyl PABA
    General function

    A UV filter used in leave-on hair products to slow colour fade.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    May suitGray, silver, or brass-prone hair

    Sunlight 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
  • 7 Olea Europaea Oil
    General function

    The oil pressed from Olea Europaea. How much weight a plant oil leaves depends on the hair it lands on; coarse hair tends to take more of it than fine hair.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    • oil
    • emollient
  • 8 Cetrimonium Chloride
    General function

    A quick-acting conditioning agent that reduces static and combing force. It also helps keep the formula stable.

    Supporting ingredient

    Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

    May suitFine or easily flattened hair

    The C16 quat binds mostly by charge rather than by chain, so it deposits measurably less than the C22 ones. Less deposit is less conditioning and also less weight, which is usually the trade fine hair wants.

    May suitFrizz-prone, damaged, or high-friction hair

    A cationic conditioning agent: it binds to the damaged, negatively charged parts of the cuticle and lowers combing friction there.

    DependsBuild-up-sensitive routines

    Substantive by design. A routine with no detergent wash gives it nothing to leave with.

    International Journal of Cosmetic Science
    • conditioning agent
    • cleanser
  • 9 Amodimethicone
    General function

    A silicone modified to stick where hair is damaged, so it smooths selectively instead of coating everything. It resists rinsing more than plain dimethicone.

    Secondary ingredient

    Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.

    May suitClimate-sensitive or frizz-prone hair

    A 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 hair

    Amino-functional silicone carries a positive charge, so it binds where the cuticle is worn rather than coating evenly. Damaged areas get most of it.

    May suitMaximum-hold styling

    Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.

    International Journal of Trichology
    • silicone
    • conditioning agent
    • film former
  • ▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
  • 10 Phenoxyethanol
    • preservative
  • 11 Guar Hydroxypropyltrimonium Chloride
    General function

    A conditioning polymer made from guar bean gum. It deposits during rinsing, which is why sulfate shampoos can still leave hair soft.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitCurls or waves needing flexible hold

    Gums thicken and set soft, which gives definition that bends rather than a rigid cast.

    May suitFrizz-prone, damaged, or high-friction hair

    Cationic conditioners bind to the negatively charged damaged cuticle, laying it flat and cutting the friction that causes combing breakage.

    May suitMaximum-hold styling

    A styling polymer dries into a film across the strands, which is what makes a shape hold instead of relax.

    • conditioning agent
    • polymer
    • gum
  • 12 Ethylhexylglycerin
    General function

    A preservative booster that also adds a little softness. Almost always paired with phenoxyethanol.

    Estimated lower-concentration zone

    It 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 hair

    Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.

    PubChem
    • preservative
    • emollient
  • 13 Hydrolyzed Elastin
    General function

    An animal-derived protein used for elasticity and body claims.

    Estimated lower-concentration zone

    It 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 hair

    Filling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.

    May suitVery dry or highly damaged hair

    Hydrolysed 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.

    • protein
    • hydrolysed protein
  • 14 Trideceth-12
    • emulsifier
    • solubilizer
  • 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 zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitBuild-up-sensitive routines

    Holds hard-water minerals in solution so they rinse away instead of depositing on the hair.

    May suitFrizz-prone, damaged, or high-friction hair

    The 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 hair

    Where a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.

    International Journal of Trichology
    • pH adjuster
    • hard-water chelator

What the whole list adds up to

  • 4 emollients
  • 3 preservatives
  • 2 solvents
  • 2 oils
  • 2 humectants
  • 2 conditioning agents
  • 1 fatty alcohol
  • 1 thickener
  • 1 UV filter
  • 1 cleanser
  • 1 silicone
  • 1 conditioning agent
  • 1 film former
  • 1 polymer

Ingredient list captured 2026-08-24. Formulas change — check the package in your hand when an ingredient matters to you.

Price · 5.07 oz

Commonly seen $55–56 Midpoint $55 · 4 stores · checked Aug 30
Good value under $7 Under $1.38/oz it costs less than three-quarters of the 7 products we score as doing the same job

Priced above the products that do the same job. Stores sell it above the $7 line; products that do this job typically go for about $9 at this size.

Sizes

5.07 ozmost listed
$55–56
$10.85/oz
16.91 oz
$104
$6.15/oz

The 16.91 oz costs 43% less per ounce than the 5.07 oz.

Show the price ladder
Where we’ve seen it7 listings · 6 stores

5.07 ozmost listed

16.91 ozBest per ounce

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
  1. 5.07 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.
  2. Commonly seen is the middle half of current prices for the 5.07 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.
  3. Good value under $7 comes from the 7 products we score as doing the same job as this one. A quarter of them cost less than $1.38/oz; at 5.07 oz that is $7. Under that line you are paying less than most of them.
  4. Each size is guarded on its own, so a multipack or a marketplace listing at one size cannot move another.
  5. About $9 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 5.07 oz.

Formula

Formula score
9 of 10

The formula carries what a treatment is built around, and 6 products we score as close matches cost at least a quarter less per ounce. The difference is buying the label, not a different formula.

How the score is counted
  • 6 products we score as doing the same job cost less per ounce
  • Costs more per ounce than 94% of the 347 masks and treatments we’ve priced
  • Covers 5 of the 6 things a treatment should do
  • Reviewers mention 3 things they like about how it performs
  • Rich emollientsThe depth a treatment step is built around.3 pts
  • Conditioning agents up frontWhat makes wet hair comb through.2 pts
  • Protein or amino acidsThe strengthening side of a treatment.2 pts
  • A humectantBinds water into the hair.1 pt
  • A stated dwell timeThe brand says how long to leave it on.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, for less

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.

African PrideLowest cost per oz Feel It Formula Strengthening Mask Hair Treatment $0.58/oz $10.27/oz less
  • Medium weight
  • Budget
· Same function
Differs
  • Drugstore tier
  • 12 oz bottle
Wash day
this one is not a before-shampoo product
Compare
Uncle Funky's DaughterClose function Heal & Renew Intensive Hair Masque $2.37/oz $8.48/oz less
  • Alcohol-free
  • Deep treat
  • Medium weight
Function
  • Film formers
Also
  • Cruelty-free
  • Masstige tier
  • 8 oz bottle
Wash day
this one is not a before-shampoo product
Compare
CHIClose function Deep Brilliance Deep Protein Masque $1.72/oz $9.13/oz less
  • Alcohol-free
  • Quick
  • Medium weight
Function
  • Film formers
Also
  • Mint scent, not unscented
  • Salon tier
  • 8 oz bottle
Wash day
this one is not a before-shampoo product
Compare

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

Suits every hair pattern

Final decision

Should you buy it?

Good for the right person, not the lowest cost
Best user

People sensitive to fragrance who want a formula with no added fragrance and a product with no scent

Biggest tradeoff

Not ideal for curly-method routines, very dry or very humid climates, or vegan and cruelty-free shopping

Best alternative if not

African Pride Feel It Formula Strengthening Mask Hair Treatment, 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, 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.

0
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
4
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
Clinically proven to reduce breakage by 46% after one use

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.

94% agreed dry hair felt revived after one application

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.

94% said hair no longer felt like straw post-use

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.

91% agreed hair felt intensely nourished after one use

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.

Deeply softens and hydrates dry, bleached, or damaged hair

Holland & Barrett/M&S reviewers of Elasticizer

Reviewers report shinier, healthier-looking hair and less breakage after use

Holland & Barrett/M&S reviewers

Improves manageability, elasticity, and reduces frizz without weighing hair down

Holland & Barrett/M&S reviewers

More from Philip Kingsley

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.
  • 7 sources consulted for this product (5 manufacturer or regulatory, 2 retailer, 0 editorial), last checked 2026-08-25.
  • Ingredient references are linked for 7 of 11 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 2026-08-25.

Your personalized hair plan

One thoughtful questionnaire, about 30 minutes, and a plan built around your hair — with the reason behind every recommendation.

Free to complete · $49.00 once to unlock your full plan · No subscription · Nothing you must buy

Start your consultation