If your waves are frizzy, fall limp, and just don’t last, you may not be using the right styling products for your wave texture. Some waves feel soft and silky while others feel rough, dry, or coarse. These different textures have different needs.

Here I’m sharing what to look for and my top six styling picks for both soft and rough wavy curls. I’m including both drugstore and high-end options. Even though I don’t have wavy hair myself, I’ve learned what wavy hair needs from coaching hundreds of clients, including those with wavy hair. Watch the video to see some photo examples of my clients with soft vs. rough waves and curls!

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What to look for when choosing wavy products

Soft wavy hair needs:

• Lightweight / low moisture to prevent weigh-down
• Texture grit to reduce softness and prevent waves from falling straight
• Proteins to help hold shape
• Curl enhancing ingredients for wave formation
• Strong hold for longevity

Rough wavy hair needs:

• Low to medium moisture to soften without weighing down
• No texture and grit to prevent tangles/rough feeling, or low texture and grit to help waves hold their shape
• Proteins to help hold shape
• Curl enhancing ingredients for wave formation
• Strong hold for longevity

Best Products for Soft Wavy Hair:

​AG Curl Trigger Defining Spray​
​Buy from AG with code GENA20​
​Buy on Amazon​

This is a salt spray that helps reduce softness in the hair and encourages curl and wave formation. It works best paired with a gel such as Liquid Effects.

• Benefits: Reduces softness, curl enhancement
• Consistency: Liquid spray
• Conditioning Level: Light
• Hold Level: Light
• Texture/Grit Level: Medium
• Protein: Some

​The Doux Mousse Def Texture Foam​
​Buy from Amazon​

The Doux mousse is the texture of a foam that provides moisture and medium hold. Note it does not hold up in humidity, so pair it with your favorite gel or hairspray on top if needed.

• Benefits: Enhances clumping, volumizing
• Consistency: Foam
• Conditioning Level: Medium
• Hold Level: Medium
• Texture/Grit Level: Medium
• Protein: None

​Rizos Curls Strong Hold Gel​
​Buy from ULTA​

This is a great option for those that need virtually no moisture but want strong hold and humidity control.

• Benefits: Defines curls, humidity protection
• Consistency: Clear, thick gel
• Conditioning Level: None
• Hold Level: Strong
• Texture/Grit Level: Medium
• Protein: None

​Not Your Mother’s Curl Talk Flash Freeze Gel​
​Buy from Ulta​

One of the few drugstore gels that provides long-lasting hold, the Curl Talk Flash Freeze has a thick texture that is best applied on wet hair or emulsified with water.

• Benefits: Curl enhancement, humidity protection
• Consistency: Clear, thick gel
• Conditioning Level: Light
• Hold Level: Strong
• Texture/Grit Level: Medium-High
• Protein: Some

​Curlsmith Fragrance-Free Strong Hold Gel (formerly Shine Gel)​
​Buy from Curlsmith with code GENAMARIE10​
​Buy from Amazon​

One of my go-to gels for mega-hold and humidity control, this fragrance-free gel will give you that hard cast that you can break for a softer look. It has a thick texture that is best applied on wet hair or emulsified with water.

• Benefits: Fragrance free, humidity protection
• Consistency: Clear, thick gel
• Conditioning Level: Light
• Hold Level: Strong
• Texture/Grit Level: Medium-High
• Protein: None

​Curlsmith Flawless Finish Hairspray – Flexible Hold​
​Buy from Curlsmith​Buy from Ulta​
​Buy from Amazon​

Adding a hairspray at the end of your routine on dry hair is one of the best ways to get volume and long-lasting hold. Use sparingly and spray at a distance.

• Benefits: Increases longevity, volumizing, humidity protection
• Consistency: Aerosol hairspray
• Conditioning Level: None
• Hold Level: Strong
• Texture/Grit Level: High
• Protein: None

Best Products for Rough Wavy Hair:

​Not Your Mother’s Curl Talk Leave-In Conditioner​
​Buy from ULTA​

This combo product provides lightweight moisture and heat protection. Pairs well with most gels, especially the Curl Talk products.

• Benefits: Heat protection, provides slip
• Consistency: Creamy spray
• Conditioning Level: Light
• Hold Level: None
• Texture/Grit Level:None
• Protein: Some

​Not Your Mother’s Curl Talk Curl Activation Mousse​
​Buy from Ulta​

If gels weigh your hair down, a mousse is a great way to get lightweight hold. This Curl Talk mousse has a buildable hold and humidity protection.

• Benefits: Curl enhancement, humidity protection, fragrance-free option
• Consistency: Mousse
• Conditioning Level: Light
• Hold Level: Medium-strong
• Texture/Grit Level: Light
• Protein: None

​Kinky Curly Original Curling Custard​
​Buy from Target​
​Buy from Amazon​

This custard can be used as a one-and-done styler, providing moisture and buildable hold. Ideal for dry and mild climates.

• Benefits: Curl definition, provides slip, moisture retention
• Consistency: Custard gel
• Conditioning Level: High
• Hold Level: Medium-strong
• Texture/Grit Level: None
• Protein: None

​AG Re:coil Curl Activator​
​Buy from AG with code GENA20​
​Buy on Amazon​
​Buy from Ulta​

This fan-favorite curl cream encourages clumps and that bounce-back in your curls. Top with your favorite gel or Liquid Effects.

• Benefits: Curl enhancement, encourages clumping
• Consistency: Cream
• Conditioning Level: High
• Hold Level: Light
• Texture/Grit Level: None
• Protein: Some

​AG Liquid Effects Medium Hold Weightless Styling Gel​
​Buy from AG with code GENA20​
​Buy on Amazon​

This is one of my all-time favorite gels that has a buildable hold and a smooth, slippery texture.

• Benefits: Humidity protection, provides slip, moisturizing
• Consistency: Thin, liquid gel
• Conditioning Level: Medium
• Hold Level: Strong (flexible)
• Texture/Grit Level: None
• Protein: Some

​Jessicurl, Spiralicious Gel, Strong Hold Styling Gel​
​Buy from Jessicurl with code GENAMARIE​
​Buy from Amazon​

Another favorite for humidity, the Jessicurl gel works on its own if you don’t need much moisture or pairs well with creams like Recoil.

• Benefits: Humidity protection, fragrance-free option
• Consistency: Opaque gel
• Conditioning Level: Light
• Hold Level: Strong (flexible)
• Texture/Grit Level: None
• Protein: None

How to Choose

It’s important to note that a lot of these products can work for either hair type. If you’re currently using a product that I have listed under the opposite texture from your hair type and you like you’re results, keep using it! The main difference between soft vs. rough textured hair is the amount of conditioning and texturizing feel that you may want to look for.

Also note that there are many other products that I’ve recommended in the past for waves and loose curls. If you don’t see it mentioned here, it’s not because I don’t recommend it anymore. I’m simply sharing some options that have been top of mind for me recently.

Remember, when choosing styling products: it’s not just about your wave or curl pattern – it’s about your hair’s texture and how it behaves. Soft waves and rough waves need different support, and once you find the right products for your texture, your routine gets so much easier.

If you’re still not sure what your hair needs, I’ve got TWO tools to help:

My free Hair Type Quiz helps you learn your hair’s porosity, density, texture, and more, so you can build a routine that actually works for your unique hair. After you complete the quiz, you’ll get a full report sent to your email with links to the shop page on my blog with filters already applied for you based on your needs.

​The Shop Page allows you to search my product recommendations, select features/characteristics to include or exclude, and provides links for where to buy them!