97% agree enhanced curl definition
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.
Rizos Curls
Defining Custard - 2.5 oz
Styler / Gel, medium-hold
- Styler
- gel
- gel cream
- Sulfate-free
- Silicone-free
- Protein-free
- Cruelty-free · PETA-listed
Size2.5 fl ozmost listed · 2 sizes
Price$11seen at one store · 2.5 oz · from $2.81/oz in the 8 oz
Price / oz$4.40/ozat 2.5 oz
Where to buy4 stores · 2 sizes
Scent:
The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.
Manufacturer page: rizoscurls.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.
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- Your goals, scalp, damage history, water, budget, and scent preferences all shape your plan.
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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)
Medium
Not in your profile
Slip / detangling
High
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
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 22 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
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
None listed
Not in your profile
Ingredient list
23 ingredientsAbout average
Not in your profile
Price tier
Drugstore
Not in your profile
Where to buy it
Ulta · Brand website
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
Same job for less elsewhere
$4.40/oz at 2.5 oz — more than 90% of the 155 gels , which mostly run $1.19–3.51/oz.
Great for
Protein-sensitive hairthat stiffens when protein is added
Maximum slipfor hair that tangles the moment it is wet
Dry, thirsty hairhumectants and emollients both sit up front
Curly-method routinesno sulfates and no water-insoluble silicones
Curl definitionfilm formers hold a clump together
Silicone-free routinesno silicones appear in the list
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.
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
Rich
Butters near the top: a heavy, softening formula.
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 |
|---|---|---|---|
| WaterWater/Aqua/Eau | solvent | The base everything else is dissolved in | Neutral |
| Glycerin | humectant | Pulls water into the hair | Moisturizes |
| Hydroxyethylcellulose | gum | The hold system — natural gums, softer than a synthetic polymer | Holds |
| Polyquaternium-11 | film former | Lays down the film that holds a shape | Detangles |
| Xanthan Gum | gum | The hold system — natural gums, softer than a synthetic polymer | Holds |
| Ethylhexylglycerin | preservative | Keeps the product from spoiling | Softens |
| Aloe Barbadensis Leaf Juice | humectant | Adds a little water-binding | Moisturizes |
| Mangifera Indica (Mango) Seed Butter | butter | A little richness, low in the list | Heavy |
| FragranceFragrance/Parfum | fragrance | The scent | Fragrance |
| Limonene | fragrance | The scent | Fragrance |
| Linalool | fragrance | The scent | Fragrance |
| Benzyl Salicylate | fragrance | The scent | Fragrance |
What the list leaves out, and what it carriesNo sulfates, silicones, or drying alcohols. Protein-free: this is built for moisture rather than for strengthening. Contains fragrance. Contains heavier butters.
Full ingredient list (23)
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
· Water/Aqua/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
Hydroxyethylcellulose
General function
A cellulose thickener that gives gels and conditioners their body and adds a soft, flexible film.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
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
-
4
Polyquaternium-11
General function
A styling and conditioning polymer that adds light hold and shine, common in mousses and setting sprays.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitCurls or waves needing flexible holdCationic polymers hold a curl loosely and stay soft, which is why they turn up in definition products rather than firm-hold ones.
May suitFrizz-prone, damaged, or high-friction hairA cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.
May suitMaximum-hold stylingFilm formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
- film former
- polymer
- conditioning agent
-
5
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.
-
6
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
-
7
Aloe Barbadensis Leaf Juice
General function
Aloe gel, used for light moisture and slip. High in the list it also contributes a little natural 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 suitCurls or waves needing flexible holdGums thicken and set soft, which gives definition that bends rather than a rigid cast.
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.
- humectant
- botanical extract
- gum
-
8
Mangifera Indica (Mango) Seed Butter
General function
A plant butter that is slightly lighter than shea, used in curl creams.
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
-
9
Cocos Nucifera (Coconut) Fruit Extract
- botanical extract
-
10
Litchi Chinensis (Lychee) Fruit Extract
- botanical extract
-
11
Disodium Phosphate
General function
A buffering salt that keeps pH stable as the product ages.
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
- salt
-
12
Polysorbate 60
- emulsifier
- solubilizer
-
13
Sodium Phosphate
General function
A buffering salt used to hold the formula at a steady pH.
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.
DependsFrizz-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
- salt
-
14
Potassium Sorbate
- preservative
-
15
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
-
16
Phenoxyethanol
- preservative
-
17
Sodium Benzoate
- preservative
-
18
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
-
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
-
20
Linalool
General function
A floral fragrance component listed separately as a recognised contact 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
-
21
Benzyl Salicylate
General function
A soft floral 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
-
22
Citral
General function
A lemon-scented 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
-
23
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
What the whole list adds up to
- 6 fragrances
- 5 named fragrance allergens
- 4 preservatives
- 3 gums
- 3 film formers
- 3 botanical extracts
- 3 pH adjusters
- 2 humectants
- 2 thickeners
- 2 emollients
- 2 salts
- 1 solvent
- 1 polymer
- 1 conditioning agent
Ingredient list captured 2026-08-27. Formulas change — check the package in your hand when an ingredient matters to you.
Price · 2.5 oz
Seen at
$11
Good value under
$2
Priced above the products that do the same job. Stores sell it above the $2 line; products that do this job typically go for about $5 at this size.
Sizes
2.5 ozmost listed
$11
$4.40/oz
8 oz
$22.49
$2.81/oz
The 8 oz costs 36% less per ounce than the 2.5 oz.
Show the price ladder
Where we’ve seen it5 listings · 4 stores
2.5 ozmost listed
-
Ulta
$11.002.5 oz · $4.40/ozAug 25Lowest per oz
-
Ulta
$11.002.5 oz · $4.40/ozAug 27
-
Ulta Beauty
$11.002.5 oz · $4.40/ozAug 30
-
Rizos Curls
$11.002.5 oz · $4.40/ozAug 30
8 ozBest per ounce
-
Target
$22.498 oz · $2.81/ozAug 30Lowest per oz
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
- 2.5 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.
- Seen at $11 is the price we have observed for the 2.5 oz. We need three stores before we call a price commonly seen.
- Good value under $2 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $0.91/oz; at 2.5 oz that is $2. 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 $5 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 2.5 oz.
Formula
10
Formula score
10 of 10
The formula carries what a gel is built around, and 5 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
- 5 products we score as doing the same job cost less per ounce
- Costs more per ounce than 90% of the 155 gels we’ve priced
- Covers 6 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.
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.
Rizos CurlsSame function
Defining Custard
$2.20/oz $2.20/oz less
- Protein-free
- Curly method
- Silicone-free
- Differs
Creme of NatureClose function
Butter Blend & Flaxseed Double Duty Curl Definer & Booster
$0.80/oz $3.60/oz less
- Protein-free
- Curly method
- Silicone-free
- Function
- Also
CantuLowest cost per oz
Guava Cream Hair Gel
$0.60/oz $3.80/oz less
- Protein
- Curly method
- Silicone-free
- 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?
Good for the right person, not the lowest costBest user
Hair that stiffens on protein — for a protein-free formula and real detangling slip
Biggest tradeoff
Less suited to anyone sensitive to fragrance or very dry or very humid climates
Best alternative if not
Consider Rizos Curls Defining Custard, 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
5
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
94% agree helped shape hairstyles easily
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.
88% agree product felt moisturizing
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.
85% agree reduced frizz
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.
85% agree enhanced shine
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.
Applied on damp hair, curls came out defined and results described as beautiful and transformative for curl pattern
5-star Ulta reviewerUsed with a leave-in conditioner, left curls very defined and touchably soft with minimal flaking
5-star Ulta reviewerWorked well across different curl types, described as amazing and manageable with no frizz
5-star Ulta reviewerDries flaky, leaving dandruff-like residue that shows up on clothing
2-star Ulta reviewerCaused scalp irritation within hours despite pleasant scent and good curl definition
2-star Ulta reviewerMore from Rizos Curls
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 2026-08-27.
- Ingredient references are linked for 11 of 16 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 2026-08-27.