When i permed my hair (whyyyy) I bought this product. it is heat-activated, but i hardly ever use a hairdryer to dry my hair completely, and this made a difference to my hair without the heat. It is a lightweight formula that increases bounciness and curl retention. I used this ALL the time when my hair was permed, and i still use it sometimes when i feel like having a bit of natural-looking curl in my hair. It retails at R85 which is SO affordable, and the product really works.