I'm growing out dye, and for a long time my hair was coarser where the non-virgin parts began. The ends, especially, were very rough. I think it's because damage makes the cuticle stand out instead of laying flat, so it feels rougher and looks less shiny. I've finally gotten the ends almost as soft as the roots by keeping it very, very moisturized and using only cold water on my hair.
It took me a long time to find the perfect moisture recipe. You may have to shop around a bit before you find one that really works for you. I CO with SMT and use honey and shea butter as a leave-in.
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