They sell bulk sizes..
A comparison, I used the kinky curly curling custard before I discovered ingredientstodiefor - and now I use the curl defining gel.
KCCC is $18 at target, and the 16oz
curl defining gel at ingredientstodiefor is 12 dollars at ITDF.
I think their shipping is a pricey though, but regardless I am getting more product (not to mention a product that agrees and works better for my hair personally) for a better price.