Make sure you read the label. If the product is a rinse out conditioner that coats the hair shaft without penetrating it, the directions will say to leave the product on for 2-5 minutes and rinse. If the product is a true deep conditioner, the directions will state to leave the product on for 15-20 minutes. The product, especially for women of color, should be extra moisturizing. Natural-based products penetrate the hair shaft which will keep your hair healthier for a longer period of time. Natural ingredients are always better.