Coco & Eve's Instagram-famous hair mask actually lives up to the hype — it transformed my hair in just 10 minutes
- When it first launched, Coco & Eve's Like a Virgin Hair Masque ($50) went viral on social media and gained the brand a huge following.
- It comes in a large tub with Instagram-friendly packaging. You also get a detangling brush.
- I tested the mask to see if it's really worth the hype and noticed softer, shinier hair right away.
- See also: The best hair masks of 2020
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I know I shouldn't believe everything I read on the internet, especially since it's a breeding ground of advertisements for products I don't really need, but when thousands of reviewers were raving over the Coco & Eve Hair Like A Virgin Hair Masque, I couldn't help but be curious.
I might be one of the last people on the planet who hasn't done a hair mask before. It's not that I haven't wanted to, but I've shied away because of my naturally greasy hair. Some products actually make it greasier so I can be reluctant to try new things.
But, even so, I'm a sucker for Instagram-worthy products and couldn't resist the pleasing aesthetic and nearly five-star rating on Amazon. I eventually caved, and honestly, you should too. Below, you can read about my experience using the Coco & Eve Hair Masque and see the results.
The ingredients
I'm a firm believer in buying products with short ingredient lists I can pronounce, so you can imagine my reaction when I looked over the ingredients of Coco & Eve's Like A Virgin Hair Masque and saw how long it was. I reached out to William Gaunitz, WTS, a certified trichologist and founder of the Gaunitz Trichology Method, for clarification on what all is included.
According to Gaunitz, natural oils like argan, castor seed, and coconut oils can be beneficial for hair because they spread throughout the hair shaft and provide strands with stability, moisture, and weight. There are also silicone derivatives, but Gaunitz told Insider that "the real action here is most likely related to the silicone derivatives that are going to coat the hair shaft and create more strength and anti-frizz effect."
My experience using the Like a Virgin Hair Masque
I grabbed my Like A Virgin Hair Masque kit and assessed its contents: an impressively sized tub of product and a detangler brush — both of which are packaged in a very photogenic palette of millennial pink and palm tree green.
When I unscrewed the lid, I was met with a light coconut scent. At first, the mask looks like a heavy, decadent cream, but the texture is actually similar to body butter; it practically melts when you rub it over your skin. I ran the detangler brush through my dry hair to get a feel for the bristles. They're gentle, but they easily worked through some of my post-workout knots.
The directions say to shampoo your hair as you normally would. Then, using the detangler brush, you'll evenly distribute the mask through wet hair and let it sit for 10 minutes. Because I was documenting the experience, I hopped out of the shower, applied the mask, and threw my hair in a damp bun for 10 minutes while I answered emails. Those 10 minutes go by fast, so I recommend just staying in the shower.
I'm not totally sure my application method was correct, but I scooped out some product and spread it over the bristles, brushing from root to tip until every strand was coated with the mask. How much product you use will depend on your hair length and density. I have a lot of hair — it's thick and long — so I needed to reapply the product to the brush two or three times before I got through all of it.
Once the product hit my strands, any knots were detangled and my hair felt noticeably softer even though it was damp. It felt like a luxurious conditioning treatment.
After the 10 minutes were up, I undid my bun and my hair smelled like a vacation. I got back into the shower and rinsed thoroughly, amazed at how effortlessly my fingers moved through the strands. I usually have to work through a lot of tangles. Not this time.
The directions say it's okay to style per usual after rinsing, so I blow-dried my hair with a combination of warm and hot air. The first thing I noticed was that the strands were just as easy to brush through dry as they were damp. The second thing I noticed was my hair's shine. I straightened the ends of my hair and stepped back to admire the finished look in the mirror. I'm not exaggerating when I say it looked and felt like I'd just gotten a salon treatment.
Cons worth mentioning
As a first-time mask user, I was thoroughly impressed with Coco & Eve's Hair Masque. I did, however, find myself cringing at the price. You'll definitely find masks that cost more than $50, but there are also plenty in the $15-30 range. It really just depends on how much you're willing to spend.
Bottom line
Whether you're new to hair masking or looking to add something new and fresh to your routine, I highly recommend giving the Coco & Eve Like A Virgin Hair Masque a try. It's easy to use, transforms your hair in just 10 minutes, and you will see the results instantaneously.
The only major drawback is its $50 price point. But, you are getting 7.2 ounces of product and a detangler brush. What's more, Coco & Eve's Like A Virgin Hair Masque is a quality product: It's sulfate-, phthalate-, paraben-, and cruelty-free. The results are also incredible, so that alone justifies the price in my opinion.