Natural, clean feel: It doesn't
Natural, clean feel: It doesn't smell overly chemical, and the ingredient list is appealing for people avoiding silicones, harsh fragrance, etc.
Flexible hold / no stiffness: It does a good job of holding styles in place without making hair crunchy or rigid. Good for finishing hairstyles or taming flyaways without making hair feel “locked down. ” Several users mention they like that it keeps curls or styles but still lets the hair move.
Shine & softness: Because of honey, aloe, and proteins, it gives a glossy finish and helps with moisture. Hair doesn’t look extremely dry with this product.