One thing I noticed about the Dady Jojoba is that you have to use it consistently for it to make your hair really soft. For example, if I use another shampoo (e.g. a clarifying one) or do conditioner washes a couple of times, then start using the Dady again, for the first couple of washes it doesn't seem to make my hair as soft. But, then once I've been using it for three washes ++ my hair gets soooo soft the minute it touches my hair. Just something I noticed.