My hair is straight and very thick. All my life, it was super hard to get my hair to be anything but straight. Sleeping in braids, heat curling it, hair spray, brand name products -- whatever, none of it was good enough to last more than, like, a few hours. Using this product every time I blow dry my hair has been the easiest and most consistent way for me to have pretty waves in my hair. I just apply 2 pumps of the Styling Milk, blow dry my hair until 90% dry and claw clip it for a couple of hours, and my waves look beautiful all day and even in between washes. When I look at myself in the mirror, it's as though wavy is my natural texture because that's how strong the hold is.