There has been a lot of 'hype' about this product so I went and purchased it at Ulta about two weeks ago. It was very expensive ($28) but I wanted to give it a shot. I have generally healthy hair but I wanted to try a natural product that would add to the health and prevent further damage. I dye my hair every 3 to 4 weeks and heat treat it just about everyday so I worry about severely damaging my hair. I hoped this product would regenerate and reverse the small amount of damage I did have, but it hasnt seemed to make a difference. I use a cheap conditioner by Pantene Pro-V and this product seems to work just the same. It smells nice and it makes my hair slightly softer, but not $28 dollars softer. I would really like to hear what everyone else has to say about this product.