I saw Youtube review and this is my first splurge on expensive hair shampoo and mask. I usually just use the drugstore brand because i dont think there is any difference. I towel dry my hair and apply this mask evenly and leave it on for an hour although it says just 10 mins. When you wash it you dont feel any difference yet. Its after u blowdry or curl or straighten your hair you will see the remarkable difference. The heat will activate the keratin and your hair will look much much better. Its pricy but its a good mask to use for once a week or twice a month. Worth it!