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Learn more about how to use the
3-D Diagnostic System™.
"It defines, lifts, and separates my curls for 'Curly Girl Approved' volume!"
– Melissa S., Allen Park, MI

Hold Up™ Defining Serum

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Frizz doesn’t stand a chance against the strong hold and curl-activating properties of this silicone-free styling concentrate. Our natural formula not only resists humidity, but is reactivated by sweat and water, making this essential for frizz-prone curly and wavy hair.  Shine-enhancing botanicals, plant-derived proteins, and penetrating humectants deliver multi-day hair that can withstand the elements.   So put your hands in the hair and keep those curls where we can see them – this is a Hold Up™!

A silicone-free curl defining serum that softens and strengthens hair while offering strong hold and curl activation.

Fine to thick ‘wavys’ and ‘curlys’ who seek curl plumping, lift, and strong hold.

Quinoa Protein is a gluten-free source of eight essential acids that offer superior repair, hydration, and shine for the hair. Oat Protein plays a supporting role by penetrating the hair to deliver reduced breakage and enhanced softness. Click for a full list of ingredients.

Cucumber Mint.

Rake a small amount of serum through wet hair from roots to tips. (Note: we call it a ‘concentrate’ for a reason - a little goes a long way). To accentuate vertical lift, flip hair upside down and smooth product downwards, working from the crown to the ends of your hair. Allow hair to air dry or blow dry for extra volume.

To enhance in your natural curl pattern, apply Hold Up™ to wet, not damp, hair. Once you have achieved your desired style, avoid manipulating your hair until it is fully dry.

Because this product works by forming a film on the outside of the hair, we do not recommend it for low-porosity, tightly curled hair as this may lead to flaking and dullness. Instead, we recommend Just Gel™, which is non-flaking, softens hair and provides moderate hold.

Aqua (Water), Aqueous Extracts of Cymbopogon citratus* (Lemongrass), Chondrus crispus**(Irish Moss), Equisetum arvense*(Horsetail), Urtica dioica* (Nettle), Salix alba (White Willow) Bark**, & Zingiber officinalis (Ginger) Root, Aloe barbadensis Leaf Preserved With Potassium Sorbate*** & Citric Acid***, Vegetable Glycerin***, Polyvinylpyrrolidone (PVP), Hydrolyzed Quinoa, Panthenol, Sodium Lactate, Phenoxyethanol (and) Caprylyl Glycol, Aveena sativa (Oat) Kernel Protein, Acacia Gum, Guar Hydroxypropyltrimonium Chloride, Polyquaternium-10, Citric Acid***, Essential Oils of Citrus aurantifolia (Lime), Mentha spicata (Spearmint), Vetiveria zizanoides (Vetiver), Viola Odorata (Violet Leaf). *Certified Organic ** Wildharvested *** Natural Source

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Product Reviews

Showing reviews 1-10 of 23 | Next

  1. I'm in love

    Posted by Emily on 15th Jun 2020

    I cannot recommend this product enough. I tried the mini first and instantly fell in love. For reference I have 2A-2C wavy hair that is pretty fine. Despite all of the things that say wavy hair needs a "light hold" mine becomes so frizzy and less defined without a cast and harder hold product. This serum has been great because it's so versatile. It gives me the hold I want depending on application and amount of product. I can use it as a single styler or over a mousse. I will be purchasing again.


    Posted by Unknown on 18th Mar 2020

    I love this defining serum! My curls have never been juicier!

  3. Great for curls

    Posted by Unknown on 24th Feb 2020

    I started using this to bring the life back to my curls. My hair started to become wavy and even straight. I use this with just gel and combined they do amazing things. I get comments on how great my curls look all the time now. Even the next day my curls still look fresh.

  4. One and Done

    Posted by amy Thornton on 2nd Dec 2019

    I am in love! I tried this first with the leave in and my hair looked great. The next wash, I styled with the serum alone. My hair looked fabulous! You only need a nickel size amount for each section. I used it in the shower on wet hair.

  5. Amazing Hold

    Posted by Wendy W on 16th Oct 2019

    Love this serum! Gives me amazing hold and definition and smells wonderful! I use Pop life on top of it on dripping wet hair. Plop for 15-20 min and then use Sweet Poof.
    I has been great for my wavy to curly fine hair.

  6. perfectly definef curls

    Posted by Jackie Camilleri on 20th Sep 2019

    I just used it for the first time yesterday I bought the leave-in in the Oasis along with the holdup and I loved it so much I'm going to go back and by the biggest size they have for reference I have 3B 3C curls

  7. Amazing

    Posted by Simma on 20th Sep 2019

    Natural and strong. A terrific product

  8. amazing hold

    Posted by Joanne Salegna on 21st Aug 2019

    Hold Up serum has amazing hold and creates a great cast after diffusing. Once my hair is completely dry, I scrunch out the cast and I’m left with beautiful curls with amazing hold. I use about 3 quarter size amounts for my entire head which is raked in.

    Superior hold and frizz control.

  9. #1 styling product for lasting curl

    Posted by Laurel on 1st May 2019

    This is the easiest wash and wear styling product ever. It lasts for up to 3 days with a splash of water added the next morning. There is no color problem with this clear gel and gray/silver hair.

  10. wonderful

    Posted by Gay Hawkins on 1st Dec 2017

    I love all of you products.

Showing reviews 1-10 of 23 | Next