I tried this straightening cream for the first time this past weekend and it was amazing! I attended a wedding and used this straightening cream before my flat iron for the day. I have naturally very curly hair, this cream kept my hair straight all day and long into the night. Even the next day my hair was still very straight! Being outside on a hot day my hair didn't start to curl like it normally would, and that night dancing my hair stayed straight. I've tried many different straightening creams and can say that this is the absolute best one I've tried!