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"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-plumping properties of this silicone-free styling concentrate. Our water-resistant formula locks in definition and delivers multi-day hair that can withstand the elements. Shine-enhancing botanicals, plant-derived proteins, and penetrating humectants mean your hair will feel as good as it looks. So put your hands in the hair and keep those curls where we can see them – this is a Hold Up™! Please note: our Refill Cartons are designed for use exclusively with our Reusable Capsules. Purchase both together as a Starter Kit to save $10!

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.

Working in sections, rake a dollop of serum through wet hair from roots to tips. The hold is deceptively strong, so if you’re new to this product, be conservative on your first application. To accentuate vertical lift, flip hair upside down and smooth product downwards, working from the crown to the ends of your hair. Diffuse dry for best results.

Feel like playing it straight? Looser textures can apply a small amount of Hold Up to damp hair for a voluminous, frizz-free blowout.

Aqua (Water), Aqueous Extracts of Cymbopogon citratus* (Lemongrass), Chondrus crispus**(Irish Moss), Equisetum arvense*(Horsetail), Urtica dioica* (Nettle), & Salix alba (White Willow) Bark**, Aloe Barbadensis Leaf Juice (and) Citric Acid*** (and) Sodium Benzoate (and) Potassium Sorbate***, 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, Sodium Citrate, 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 37 | Next

  1. Best Gel Ever, Worst Smell Ever

    Posted by Marissa Kyle on 20th May 2024

    This is hands done the best gel I’ve ever used, but it smells god awful. It gives incredible hold and reactivates when refreshing your curls throughout the week, which is amazing. It even stands up to Michigan humidity which is a feat that most gels never get near. The main down side of this gel is the unpleasant smell. A coworker described it as “dirty hippie” which was a great way to give me an ego boost. If this came in literally any other scent it would be a 5 star product that I would rant and rave about…

    Moxie Says: You (and your friend) are most likely in the group of humans that is sensitive to Vetiver, one of the essential oils used in Hold Up. Essential oil fragrances generally dissipate quickly, but we're sorry the aroma is unpleasant to you!

  2. My favorite gel.

    Posted by Mindy on 24th Oct 2023

    This is the best gel for my curly hair. Nothing compares!

  3. fantastic stuff! but way too expensive

    Posted by Unknown on 24th Mar 2023

    I love this stuff so much! It can have strong hold or loose if you scrunch out the crunch. I’d give it five stars except for the massive price increase. I won’t be buying it again, sadly.

  4. Great hold without the crunch

    Posted by Unknown on 12th Feb 2022

    I have extremely curly hair that given any opportunity will frizz. Hold Up keeps in under control with nice healthy shine. A little goes a long way. Highly recommend!

  5. Best product for thin or low density curls

    Posted by Lily on 3rd Jan 2022

    I have some low density 3b curls and I struggle sometimes with being able to have my hair look full but this product is perfect it doesn't weigh my hair down so my hair is really big and it also makes my hair look like it has some shine. 10/10

  6. Great Hard Hold Gel

    Posted by Unknown on 26th Nov 2021

    This gel is great. It gives me lasting hold and keeps frizz at a minimum over the days in-between washdays.

  7. a tiny bit is all you need

    Posted by Kelsey on 31st Jul 2021

    This bottle is going to last me so long. I have fine wavy hair that sometimes curls and I use just a few drops to add light texture and shine. I appreciate that there isn't a strong smell. Depending on how I want my hair to look for the day I swap between this and the mousse and occasionally use them together! I definitely get frizz control and light hold with the serum.

  8. My locks love it!

    Posted by J Fairchild on 24th May 2021

    I have medium length, 3a curls that live so well for a couple of days when I use Hold Up! It keeps my hair from being unruly, falling flat, or getting frizzy. I get curl cast that easily softens into ringlets that keep their shape without feeling heavy or stiff. I highly recommend giving it a try!

  9. give it a try!!!

    Posted by Unknown on 10th May 2021

    This stuff flies under the radar in the curly hair world (in my opinion). For reference I have 2c/3a fine hair that's very thick but easily weighed down. I've found this product to be super helpful in making my curls springy, defined, and shiny! The secret is to use it on wet hair. Not damp hair. I didn't so that initially and it weighed my hair down because it's super concentrated. I gave it another go on wet hair and it was love! I can get more days between washes and my wavy curls don't fall as quickly. It packs a protein punch which I love but if you're sensitive to protein this may not work for you. It has a very light minty scent that doesn't linger. It's a bit pricy but you don't need much so I recommend giving the $6 trial size a go.

  10. what A Great Curl Definer

    Posted by Myrna Halpern on 6th Nov 2020

    I love the way this gave me shiny bouncy curls! Finally found a product that keeps my curls well defined for many days. No bushiness or frizzies! My husband even noticed the difference and kept complimenting my hair day after day!

Showing reviews 1-10 of 37 | Next