It says to leave it in for 3 minutes and then rinse it off. However... I leave it on for about 15 minutes. I feel the difference as soon as a rinse it out. I know its longer then it says but i just love how this stuff makes my hair feel after
I usually start out washing my hair, leaving this in it as a final step, and then I do my normal routine before rinsing it out. It results in staying in my hair longer than three minutes, and my hair LOVES it.
If I just bleached or dyed my hair then I leave this on for about 10 minutes. For regular use I leave this on for about 2 songs on my music app then I rinse it out with COLD WATER. That will help keep in the moisture.
I leave this conditioner in my hair for the length of one song on my pandora. I always listen to music in the shower so it's easy for me to judge how long to keep it in. Then I just wash it out! It's super easy.