Customer reviews for E'Tae Natural Hair Products are generally positive, with many reviewers praising the natural herbal ingredients. As of 2016, customers mention that the products are free of chemicals and provide nutrition and shine to their hair.
Customers mention that E'Tae products improve the look and feel of both straight and curly hair. Reviews on Yelp mention that the caramel treatment effectively nourishes dry hair. As minor negative points, one reviewer says she didn't like the strong herbal smell of some of the shampoos, while another complains about the price of these products, which is generally slightly higher than average.