Gwyneth Paltrow Just Proclaimed This Beauty Product as “The Greatest of All Time”

Gwyneth Paltrow may get a lot of heat for not always recommending the most “suitable-and-affordable-for-real-life” products, but in this week’s issue of People, she’s giving props to an $18 pick that she coins as “the greatest product of all time.”

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The honor goes to hair treatment It’s a 10 Miracle Leave-in Product, which Paltrow says she “pretty much uses daily.” The four ounces of liquid magic makes hair silky, shiny, smooth, bouncy, soft and more manageable. Plus, it’s a serious multitasker—the “10” in the name comes from the 10 different benefits it delivers—that also acts as a heat- and color-protectant, split-end saver and frizz-fighter.