Account
Shop All
Shop Bestsellers
Shop by Concern
Shop Bundles

Cart

Your cart is empty

Continue shopping
'I AM ENOUGH' Rough Dry Style Cream in its bronze 5 oz pump bottle on a clean white background.
Smiling model with air-dried waves holds Rough Dry Style Cream — tames frizz, boosts shine, soft hold, effortless waves with less heat.
Key ingredients — upcycled chickpea extract for crunch-free texture, olive stem cell extract to hydrate, ucuuba butter for shine.
A pump of Rough Dry Style Cream dispensed into an open palm — frizz control, soft hold, hydrating.
Hand holding the bronze 'I AM ENOUGH' Rough Dry Style Cream bottle against a bright pink background.
Black-and-white portrait of Alli Webb with rough-dried waves beside the mantra 'I AM ENOUGH — you are enough, just as you are.'
'I AM ENOUGH' Rough Dry Style Cream in its bronze travel sized pump bottle on a clean white background.
‘I AM ENOUGH’

Rough Dry Styling Cream

Size: Full | 5oz
Subscribe & save

Auto-renews, skip or cancel anytime.

Subscribe & save

Auto-renews, skip or cancel anytime.

To add to cart, go to the product page and select a purchase option

A weightless, frizz-fighting styling cream that reduces frizz, adds shine, and enhances texture with soft hold that’s never crunchy.  Plus, 450˚ heat protection for when you need it.

tames frizz iconTames Frizz
soft hold iconSoft Hold
boosts shine iconBoosts Shine
enhances texture iconEnhances Texture
450 degree heat protection icon450 Degree Heat Protection
vegan iconVegan
Details

Feel frizz fall away. Work a little through damp hair and watch your natural texture come out — weightless hydration and a soft-hold technology deliver touchable, shiny definition that's never crunchy, never stiff. Style with confidence: shields hair with up to 450° of heat protection. Embrace your true texture, with less heat.

Best for: wavy and textured hair, air-dries and heatless styling, or as a heat-protectant prep before a blowout.

Clinical Results

Based on a clinical study of 30 participants over 3 days:

  • 100% had softer, healthier-looking hair immediately after use

Based on a consumer panel study of 30 participants over 3 days:

  • 100% experienced a touchable hold immediately after use
  • 90% reported frizz-free shine after just one use
  • 96% said hair felt immediately hydrated
How to Use

Versatile and effortless, Rough Dry Cream can be used for:

  • Easy Air Dried Style: Apply to damp hair and let dry for frizz control, softness, and shine.
  • Effortless Waves: Apply to damp hair and twist or scrunch hair to enhance and define texture.
  • Smooth Blowouts: Apply mid-length to ends before styling for heat protection and smooth, frizz free strands.
Key Ingredients

Upcycled Chickpea Extract: Soft-touch memory technology that holds hair in place without the crunchy feel and improves hair hydration.

Olive Stem Cell Extract: Nourishing lipids that deeply hydrate and strengthen hair and prevent damage.

Ucuuba Butter: A natural butter rich in essential fatty acids that deeply moisturizes hair, strengthens strands and increases hair elasticity while adding natural shine and softness.
Full Ingredient List

WATER (AQUA), DIMETHICONE, GLYCERYL STEARATE,PROPANEDIOL, CICER ARIETINUM SEED EXTRACT, GLYCERIN, CETEARYLALCOHOL, CETETH-20 PHOSPHATE, DICAPRYLYL ETHER, UNDECANE,MICROCRYSTALLINE CELLULOSE, PROPYLENE GLYCOL DIBENZOATE, C15-19ALKANE, VIROLA SURINAMENSIS (UCUHUBA) SEED BUTTER, FRAGRANCE(PARFUM), PHENOXYETHANOL, CAPRYLOYL GLYCERIN/SEBACIC ACIDCOPOLYMER, SODIUM STEAROYL GLUTAMATE, DIHEPTYL SUCCINATE,DICETYL PHOSPHATE, TRIDECANE, ALOE BARBADENSIS (ALOE VERA) LEAFJUICE, OLEA EUROPAEA (OLIVE) LEAF EXTRACT, CAPRYLYL GLYCOL,HYDROLYZED VEGETABLE PROTEIN, CELLULOSE GUM, FRUCTOSE,PENTYLENE GLYCOL, PANTHENOL, POLYQUATERNIUM-7, ORYZA SATIVA(RICE) BRAN EXTRACT, BENZYL ALCOHOL, TRISODIUM ETHYLENEDIAMINEDISUCCINATE, SODIUM CITRATE, CYCLODEXTRIN, HELIANTHUS ANNUUS(SUNFLOWER) EXTRACT, CITRIC ACID, SODIUM BENZOATE, TOCOPHEROL,ROSMARINUS OFFICINALIS (ROSEMARY) LEAF EXTRACT, SODIUMHYALURONATE, XANTHAN GUM, CYAMOPSIS TETRAGONOLOBA (GUAR) GUM,PHYTIC ACID, POLYPORUS UMBELLATUS (MUSHROOM) EXTRACT,POTASSIUM SORBATE, TETRAMETHYL ACETYLOCTAHYDRONAPHTHALENES,VANILLIN
Why Rough Dry? 96% say hair feels hydrated; 90% say hair feels frizz free; 90% say hair looks shinier; 83% say hair looks healthier. *from an independent consumer testing panel

Rough Dry Method | For Wavy, Frizzy Hair

step 1

Apply Rough Dry Style Cream to damp hair.

step 2

Rough dry hair 30-50% with fingers + blow dryer

step 3

Twist 1” sections. Breathe and say “I am enough.”

step 4

Dry completely, tousle hair for effortless, soft waves.

Rough Dry Method | For Straight, Fine Hair

step 1

Apply Rough Dry Style Cream to damp hair.

step 2

Rough dry hair 30-50%. Twist hair into 1" sections.

step 3

Clip hair up in twists. Dry completely.

step 4

Tousle hair for effortless, soft waves.

soft musk

golden blooms

sunlit amber

palo santo

citrus water

Overall rating: 4.7723403 / 5 from 470 reviews.

AI Generated Review Summary

Summary topics

Review topics: [].

Review highlights

Reviews

I love this product! It

"I love this product! It gives my hair great texture and volume without feeling heavy or sticky. It’s easy to apply, smells really nice, and helps keep my style in place all day."

— Vianca C. (5/5)

Professional stylist of 30+ years

"Professional stylist of 30+ years and Messy does for my fine wavy hair what I have always searched for! Hydrated texture and bouncy shine is"

— tracy k. (5/5)

No hold

"This didn’t have any hold or texture to it and just made my hair greasy and limp. Smells wonderful though. Maybe could be used more like a conditioner but rinsed out?"

— Maggie O. (2/5)

I do not know since

"I do not know since it went to a different address than the one I gave you, I never received my order."

— Teresa S. (1/5)

YOU NEED THIS

"I LOVE THIS STUFF! I for the longest time had this wavy, straight hair thing going on that no product would help. I would end up curling my hair everyday to get the look I wanted. I use this every day and I love it! No more wand! It brought my natural curly hair back to life. IT SMELLS AMAZING. I get compliments on it all the time. I 10000% recommend this product."

— Paige M. (5/5)

"Works great even if you have fine straight hair. First time I have ever been able to have curls and waves that last!"

— Amy (5/5)

Transformed my hair

"I’ve been using this as both a rough dry cream for messy days (photo) but also just as a heat protectant blow dry cream for smooth days (photo) and my hair has never looked better. I love the scent. Please never stop making it!"

— Elsbeth (5/5)

"I absolutely love this product and recommend it to everyone I know. (Non sponsored brand ambassador?!) 🤪 The smell is definitely strong, but delightful. The product is heavy in a way that just right for my wavy, somewhat frizzy hair. I’ve tried SO MANY products for curly hair. Like, probably all of them. This one is hands down the best. Whether I’m giving it a scrunch and go, or doing Alli’s “rough dry method” - this product is a new staple for me."

— Nikkie (5/5)

This product gave me full

"This product gave me full natural waves with no frizz. I love that it works with my hair's texture. My hair also looks a lot thicker."

— Margaret M. (5/5)

AMMMMMAAAAAAAZING!!!

"I am 5f0 years old and have been using all of these products for approximately 4 months (except for the hair mask, but I am purchasing it the minute I finish writing this review). I had thin, damaged, dry hair. I used a brush blower daily to brush out my naturally curly hair every single day for years. My bathroom floor was constantly covered in hair, hair in the shower drain, hair everywhere. One morning a very large section of hair came out in my hand, and it panicked me. I knew I had to do something different. On a morning news show I saw an interview with Alli about her Messy products and chose to give it a shot. Now, 4 months later, I am so glad I embraced my natural hair! The more you use it, the better you get at the technique and the better the outcome. But the best part was going to get my hair done (I can embrace my mess, but not my grays) and the lady that has done my hair for years told me how much healthier my hair looks and noticed a lot of new hair growth! I have no hair floating around my bathroom floor or in my drain. This product has been life changing! Can't wait to get the mask in my hair!!!"

— Edie L. (5/5)

Q&A

{"statementLink":"","footerHtml":" ","consistentHelpData":[],"hideMobile":true,"hideTrigger":false,"disableBgProcess":false,"language":"en","position":"left","leadColor":"#c31d23","triggerColor":"#c31d23","triggerRadius":"5px","triggerPositionX":"left","triggerPositionY":"bottom","triggerIcon":"people","triggerSize":"medium","triggerOffsetX":20,"triggerOffsetY":55,"mobile":{"triggerSize":"small","triggerPositionX":"left","triggerPositionY":"bottom","triggerOffsetX":10,"triggerOffsetY":10,"triggerRadius":"50%"}}