Shea Moisture vs Aunt Jackie’s Comparison

Shea Moisture vs Aunt Jackie’s Comparison 2023 | Which Shampoo Is Better?

Want to know about Shea Moisture vs Aunt Jackie’s? Read this blog post to find out which Shea Moisture shampoo is better than Aunt Jackie’s. We will compare the ingredients, performance, and value of both products.

In this article, I’ll discuss the problems I faced as someone with curly hair and which products helped me cope with my luscious yet knotted coils. 

The two brands renowned for offering hair care products for people with kinky hair are Shea Moisture and Aunt Jackie.

And today I’ll compare both brands and some of their products to enlighten you on which brand is effective on fuzzy and thick hair.

Although I love my naturally curly and wavy-textured hair, it does become a hassle when I want to style them. They are just excessively voluminous which makes brushing my locks seem like running errands. 

After using numerous products to smoothen and reduce the density of my mane I came across Shea Moisture and Aunt Jackie which are brands specifically for people with coily locks. So let’s find out more about both hair care brands below!

Shea Moisture vs Aunt Jackie’s

Shea Moisture: Brand Origin

The origin of Shea Moisture as a hair care brand can be dated back to 1991. Shea Moisture was founded by two Liberian immigrants in the United States named Richelieu Dennis and Nyema Tubman. 

Coming from the black community in America, both Dennis and Tubman researched how most hair care brands didn’t meet the needs of black people’s hair.

Thus they developed Shea Moisture as a brand that formulates products for dense, porous, and curly afro hair. 

Shea Moisture vs Aunt Jackie’s
Source: Instagram

After the successful establishment of Shea Moisture, renowned multinational giant Unilever acquired the brand by making it one of their line of hair care products.

Today there are several products offered by Shea Moisture such as shampoos, conditioners, hair masks, mists, sprays, etc that are targeted towards men, women, kids, and even babies who have thick curly hair.

It’s also one of the premium brands that’s trusted by several people across the globe to tackle thick-textured hair problems. Although Shea Moisture is a brand founded by black people for black people, anyone with tangled coils can use the products.

What’s more impressive is, Shea Moisture products don’t contain any harsh chemicals like parabens, sulfates, mineral oil, etc, and are cruelty-free.

Aunt Jackie’s: Brand Origin

Aunt Jackie’s is another popular hair care brand that was founded on the basis of formulating products with natural ingredients for black people’s hair.

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This makes Aunt Jackie’s one of the major competitors toward Shea Moisture as both brands have the exact target customer. 

Aunt Jackie’s products are concocted with natural ingredients like aloe vera, mint, grapeseed, coconut milk, shea butter, almond milk, castor oil, etc. 

Shea Moisture Shampoo
Source: Instagram

Aunt Jackie’s promotes a plethora of hair care products for curly hair like shampoos, conditioners, hair butter, masks, serums, mists, gel, sealants, etc.

One of my favorite aspects of Aunt Jackie’s products is that you can purchase hair care collections based on your preferred natural ingredients.

For example, there are collections such as Coconut Creme, Aloe and Mint, Flaxseed, Grapeseed, and Curls and Coil Collections.

Just like most cosmetic brands in the market, Aunt Jackie’s is also aware of the detriments of artificial chemicals. Thus all Aunt Jackie’s products are free from parabens, sulfates, petroleum, mineral oils, etc.

Comparison Of Shea Moisture And Aunt Jackie’s Products

Since I’ll be comparing Shea Moisture and Aunt Jackie’s, here’s a detailed list of crucial factors and their analysis that determine which brand can be considered better than the other. 

Pricing Ranges – Examining the prices of products from Shea Moisture and Aunt Jackie’s, I couldn’t find much of a difference. Both brands follow competitive pricing strategies and are affordable in one’s pocket.

Therefore, you can pick and choose your desired product from both brands without having to worry about wasting your money on one brand.

Aunt Jackie’s Shampoo
Source: Instagram

Ingredients – Natural ingredients are essential in the formula of Shea Moisture and Aunt Jackie’s products.

Shea butter is the predominant ingredient in Shea Moisture products while Aunt Jackie’s includes a variety of natural ingredients in its products. However, both brands incorporate alcohol in their formula which is necessary for removing dirt.

Target Customer – The target customer base for both Shea Moisture and Aunt Jackie’s products is African/African Americans. Most products from Shea Moisture and Aunt Jackie’s are catered towards types 3A to 4C curly hair.

Shea Moisture does offer a few products for straight and wavy hair textures, however, Aunt Jackie’s products are solely formulated for people with dense and coily locks.

Shea Moisture Ingridents
Source: Instagram

Product Ranges – Shea Moisture provides products for men, women, and kids while Aunt Jackie’s just makes its products for women and kids.

Both brands have a range of hair care products like shampoos, conditioners, hair masks, oil, hair butter, etc for multiple hair concerns such as porous, damaged, dry, and thick hair.

Ethical Standards – What I adored about both brands is that they’re cruelty-free and do not contain any harmful additives like parabens, sulfates, mineral oil, petroleum, and formaldehyde.

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Shea Moisture ethically sources its ingredients from Ghana and Aunt Jackie’s only uses natural preservatives. Both brands continue to promote eco-friendly values by saving water and minimizing the usage of fuel for transport.

Shea Moisture Coconut & Hibiscus Curl & Shine Shampoo vs Aunt Jackie’s Coco Wash Coconut Milk Conditioning Cleanser

As someone with type 2C curly/wavy hair texture, I wanted to choose products that not just moisturize my locks but also make them easy to manage and keep my scalp clean and balanced.

Thus I purchased coconut-based shampoos from both brands because coconut is a hydrating ingredient that grants smoothness to curly hair and also prevents dryness in hair and scalp.

To find out which shampoo provides the best results for my mane, I used both shampoos for 1 month each. I’ve analyzed the results below based on significant factors which will help you decide to choose among the two.

Aunt Jackie’s ingridents
Source: Instagram
Shea Moisture Coconut & Hibiscus Curl & Shine Shampoo 379 mlAunt Jackie’s Coco Wash Coconut Milk Conditioning Cleanser 355 ml
Key IngredientsShea butter, coconut oil, neem oil, hibiscus flower extract, and silk protein.Coconut milk, apple cider vinegar, shea butter, coconut oil, and ginseng extract.
TextureRunny liquidThick liquid
Benefits For The HairReduces dryness and frizz in curls, makes hair smooth and manageable, and restores natural oils.Prevents dryness in hair and scalp, enhances the curls while making the hair soft, and prevents frizz.
Best For3A to 4C curly hair types, dry and brittle hair.Extremely dry and curly hair.
aunt jackie's hair products
Source: Instagram

Ingredients: Ingredients-wise both shampoos contained mixtures of natural ingredients like shea butter, coconut milk, and coconut oil which are hydrating ingredients that leave your locks moisturized and soft. Thus making them convenient to manage.

The neem oil in the Shea Moisture shampoo reduced the flakiness on my scalp and the silk protein added shine to my hair. 

Aunt Jackie’s shampoo contained apple cider vinegar which reduced the irritation on my scalp within a day of use and ginseng extract also contributes to hair growth and repair.

However, Aunt Jackie’s shampoo is formulated with Olefin Sulfonate which removes dirt and grime yet it makes the hair and scalp dry over time which was a deal breaker for me. Neither of the shampoos contains any sulfates, parabens, or mineral oil.

Price: There wasn’t a large margin in terms of price for both shampoos and they were both affordable.

Texture: Shea Moisture shampoo had a runny liquid texture which didn’t help my thick locks as I had to pour in a lot to get that lather. Aunt Jackie’s shampoo had the perfect thick texture which lathered pretty quickly.

aunt jackie's conditioner
Source: Instagram

Results On My Hair: Both shampoos performed excellently on my dense and curly hair by hydrating the locks. The Shea Moisture shampoo was gentle on my hair and made my hair extremely smooth and shiny without stripping off any natural oils from my locks.

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It made my curls bouncy, manageable and balanced pH level on my scalp. The only downside was the texture as it was too runny and I had to apply more to produce lather. 

Aunt Jackie’s shampoo thoroughly cleaned and nourished my hair by removing all the buildup. It smoothened my hair and left my curls defined.

However, hours after showering my hair went back to its original state and it looked too dry. I also experienced a build-up on my scalp after a few days which disappointed me big time.

shea moisture shampoo
Source: Instagram

Which Brand Is Better For Curly Hair: Shea Moisture or Aunt Jackie’s?

There’s no denying that Shea Moisture and Aunt Jackie’s are brands specifically developed for curly hair. They offer a variety of hair care products that are made out of natural ingredients from reputable sources. 

However, when it comes to product ranges I’d have to go with Shea Moisture because it has a wider variety of products formulated for all hair textures and concerns while Aunt Jackie’s solely focuses on certain hair textures. 


Aunt Jackie’s is a popular hair care brand that develops products for people with profound curls. The brand also provides a large range of hair care products that are formulated with the goodness of natural ingredients like shea butter, coconut oil, aloe, etc.

The products are also free from harmful substances like paraben, sulfates, and mineral oil. However, look out for some of Aunt Jackie’s shampoos that contain olefin sulfonate which causes buildup.

Shea Moisture is a renowned hair care brand that caters to thick-textured hair concerns. The renowned product lines from Shea Moisture are Coconut & Hibiscus, Raw Shea Butter & Mafura Oil, Manuka Honey & Mafura Oil, Avocado Butter & Manuka Honey, and Purple Rice Water.

Shea Moisture is a hair care brand that predominantly focuses on utilizing natural ingredients such as shea butter, coconut oil, hibiscus, green tea, oatmeal, hempseed oil, etc.

All of the ingredients present in Shea Moisture products are beneficial to the hair and scalp and contribute to healthy growing hair. 

Aunt Jackie’s is a hair care brand that specifically formulates products for curly hair. It has proven to work well on thick-textured curly hair and it incorporates hair-beneficial ingredients into its formula.

It has multiple ranges of products like shampoos, conditioners, hair oil, masks, gels, masks, etc that makes curly hair smooth and manageable.

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