Repair damaged hair?

Hi ladies

I desperately need help with repairing my hair! I don't heat style it, I don't even blow dry it, but it's always damaged feeling and dry. I've tried everything from an egg mask, honey mask, coconut oil, olive oil, different hair products, I swear I've tried everything, but nothing makes my hair feel better. My hair is not naturally like this, but recently it feels like horse hair when it dries after a shower. I've grown up with very soft hair so I'm kind of upset that this has happened.

I've tried different conditioners and I haven't put hair color or bleach in my hair for probably 1 1/2-2 years now, and my hair was fine then. It's only happened the last 4 months or so.

I feel hopeless, if anyone can suggest anything to help, I would greatly appreciate it💜