My hair has lost its curl and extremely hard and brittle, what to do?

Over the past year, my 3A hair started losing it's curl, products that I'd normally used stopped working, and ends became very hard and brittle. The last few months, I started to become more aware of how to care for my hair and started to deep condition with coconut oil over night, stopped using harsh chemical products. I even cleansed my hair with baking soda. My curls are coming back but nothing seems to help the hard and brittle ends. I'm starting to worry because of this, I'm losing hair and ends are thinning out terribly.

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