Say what you want about 'em (and we're sure you have), but Kim, Khloé, and Kourtney Kardashian are putting out really great hair products—including a Best of Beauty Award–winning styling tool, a shimmery hair spray we're obsessed with, and now, a new line of hair treatments. That's right: Starting in March, you can suds up and deep-condition with Kardashian Beauty. But don't be so quick to judge.

The new line is formulated with black-seed oil and promises to bring shine back to hair that's seen one too many hot tools or color appointments. The shampoo and conditioner both smell amazing and totally unlike anything out there—like warm, spiced roses. The same scent lingers, though not as strongly, in the three other products. "Getting the scent right took a really long time," says Kim. "We're really particular, and you know, I've had seven fragrances, so when you describe what you want something to smell like—a fragrance is totally different than hair care."

The three other products are a thick, hair-softening mask, a leave-in conditioner, and a smoothing elixir (a mix of oils and silicones) that Kim describes as "intense." You can use it like a styling oil or douse your hair in it for a half hour before jumping in the shower. It's not for fine hair, but if your hair is at all frizzy or damaged, it rocks. We also have to give credit where credit is due: The Black Seed Oil Liquid Hydration Hair Masque comes in a squeeze tube, not in a jar. This a) makes it take up less space in the shower and b) keeps the formula germ-free. We asked a cosmetic chemist about black-seed oil, which contains antioxidants that can help strengthen the hair follicles and is an anti-inflammatory, so it can soothe irritated scalps. It's not quite as conditioning as argan or coconut oils, but it's still rich in frizz-smoothing fatty acids.

As you can imagine, Kim has been the perfect tester for the entire line. "When I dyed my hair platinum blonde, it really took a hit. I have breakage, and I work really hard to not overstyle it," she says, noting that she sprays the Black Seed Oil Leave-in Conditioner Mist through her hair every day to combat knots. "A lot of my friends that aren't in the business also feel like their hair is overworked. Everyone just wants really thick, gorgeous, healthy hair."

And if you still think the Kardashians just slap their name on these products, sorry—you're mistaken. "We want the line to be really good. You can attach yourself to any product, and that's not what we're about. We want to make sure that the quality of our product is so amazing that it just really speaks for itself," says Kim. "We sit with a whole team, and we're not chemists.... We don't understand the science behind it. So we can just explain it, and then it's up to us to test and we give it to all of our glam teams, all of our friends, our assistants, because we want to make sure it works on different types of hair." Kim says she's heard nothing but positive reactions to the Kardashian Beauty hair line so far. "At this point, I think people really get that we work really hard, and you know, the products speak for themselves." So haters, to the left.

Behind the scenes of Kendall Jenner's Allure shoot: