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Aphogee

Deep Moisture Shampoo

Shampoo / Clarifying, deep-cleaning

  • Shampoo
  • Silicone-free
  • Protein-free
  • Lightweight
Size16 fl oz
Price$6.99seen at one store · 16 oz
Price / oz$0.52/ozat 16 oz
Where to buy3 stores · $6.99–9.49

Scent:

The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.

Manufacturer page: aphogee.com

Personal fit

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Lower cost than most shampoos

$0.52/oz at 16 oz — less than 89% of the 805 shampoos , which mostly run $0.81–3.01/oz.

Price and stores

Great for

Protein-sensitive hairthat stiffens when protein is added
Fast-oiling scalpsthat need a real reset wash
Hard waterand swimmers dealing with mineral deposit
Fine hairthat flattens under most products
Silicone-free routinesno silicones appear in the list
Very dry hairno fast-drying alcohol in the list

Maybe skip if

this product carries a scent
Sulfate-free routinesit uses a sulfate detergent
Dry or damaged haira strong detergent system strips as it cleans
Hair that needs proteinthere is none in this list
Picking it up locallywe have it recorded in one channel only

Whether this much cleansing is right for you depends on how fast your scalp oils, how much product you layer, and your water — that is what the consultation works out.

What the formula actually does

Read from the label, not the marketing

Each row says where it comes from: F means we derived it from this product’s own ingredient list, S means it is a claim the brand makes that the formula neither confirms nor contradicts.

Cleansing strength Strong

Removes oil, buildup, and most residue — a reset wash.

Expected lather High

Thick foam that spreads quickly through the hair.

Slip and detangling Moderate

Conditioning agents are present, lower in the list.

Water-binding (humectants) None found

No humectants found — nothing here pulls water into the hair.

Scalp active None

No over-the-counter scalp active.

Hard-water defence Chelators present

Chelators are present — they bind hard-water and pool minerals.

Needs detergent to remove No

Nothing here needs a detergent wash to remove.

Protein None

No protein or amino acids in the list.

Fragrance Prominent

Fragrance sits in the first eight ingredients — a larger share of the formula.

from the formula stated by the brand reported by reviewers Scale: 1 dot low · 5 dots high, within this product type.

Ingredients that matter

The ingredients that change a decision

The workhorse ingredients plus anything lower down that changes a decision. These chips name what an ingredient does — they are not safety scores, and no ingredient here is rated good or bad on its own.

IngredientWhat it doesWhy it mattersChip
WaterAqua (Water) solvent The base everything else is dissolved in Neutral
Sodium Laureth Sulfate sulfate cleanser — Cleanses
Cocamidopropyl Betaine amphoteric cleanser — Cleanses
Phenoxyethanol preservative Keeps the product from spoiling Stabilizes
FragranceParfum (Fragrance) fragrance The scent Fragrance
Laureth-2 emulsifier Stabilises the mix Stabilizes
Peg/Ppg-120/10 Trimethylolpropane Trioleate emulsifier Stabilises the mix Stabilizes
Glycol Distearate opacifier Adjusts appearance Softens
What the list leaves out, and what it carriesThe list carries no silicones or drying alcohols. No protein — a moisture formula, not a repair one. Fragrance is on the label. Hard-water chelators are present.
Full ingredient list (14)

US labelling rules put ingredients above 1% in descending order of amount; below 1% they may be listed in any order. Annotations keep three readings separate: the ingredient's general function, its role in this product type, and what its position can support.

  • 1 Water · Aqua (Water)
    General function

    The base of almost every rinse-off and cream hair product. It carries everything else and is normally the first ingredient on the label.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    • solvent
  • 2 Sodium Laureth Sulfate
    General function

    A strong, high-foaming cleanser and the most common shampoo detergent. It removes oil and product efficiently, which can be more than dry or colour-treated hair wants.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    May suitBuild-up-sensitive routines

    A sulfate detergent removes deposited silicone, wax and styling films in one wash, which is what resets a routine before build-up is visible.

    May suitFine or easily flattened hair

    Fine hair that goes limp under conditioning films usually reads a full detergent wash as volume returning.

    May not suitDry, coarse, or high-porosity hair

    Coarse and high-porosity hair loses water quickly on its own; an efficient detergent removes the surface oils that were slowing that down.

    Indian Journal of Dermatology
    • sulfate cleanser
    • cleanser
  • 3 Cocamidopropyl Betaine
    General function

    A mild coconut-derived co-cleanser that boosts foam and softens the effect of stronger detergents. It appears in most shampoos, gentle or not.

    Leading ingredient

    Listed in the first three ingredients, it is likely a structural part of this formula.

    May suitDry, coarse, or high-porosity hair

    Mild cleansing leaves more surface lubrication in place on hair that dries out quickly.

    May not suitBuild-up-sensitive routines

    The mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.

    DependsVery dry or highly damaged hair

    Among the mildest detergents in use — it is what baby shampoos are built on — but it is almost always the second detergent in a formula. How much a wash strips is still decided by the primary detergent listed above it.

    Indian Journal of Dermatology
    • amphoteric cleanser
    • secondary cleanser
    • cleanser
  • ▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
  • 4 Phenoxyethanol
    General function

    The most common modern preservative; it keeps the product free of bacteria and mould. It sits well below 1% of the formula.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    PubChem
    • preservative
  • 5 Fragrance · Parfum (Fragrance)
    General function

    An undisclosed blend of scent ingredients. Regulations let it stay unlisted, so a fragrance-free product is the only way to be certain what is not in it.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May not suitFragrance-sensitive routines

    Declared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.

    • fragrance
    • declared fragrance
  • 6 Laureth-2
    General function

    A fatty alcohol with ethylene oxide added. The number is how many units: low numbers sit on the oil side of an emulsion, high numbers dissolve in water.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    • emulsifier
  • 7 Peg/Ppg-120/10 Trimethylolpropane Trioleate
    General function

    An ethoxylated or propoxylated formulation aid. Ingredients of this family keep oils, silicones and fragrance evenly dispersed in a water-based product.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    • emulsifier
  • 8 Glycol Distearate
    General function

    A wax that gives shampoo its pearly look and a slightly richer feel.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitFrizz-prone, damaged, or high-friction hair

    Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.

    PubChem
    • opacifier
    • emollient
  • 9 Polyquaternium-7
    General function

    A conditioning polymer that improves wet combing and adds body. Repeated use can build up on fine hair.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitCurls or waves needing flexible hold

    Cationic polymers hold a curl loosely and stay soft, which is why they turn up in definition products rather than firm-hold ones.

    May suitFrizz-prone, damaged, or high-friction hair

    A cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.

    May suitMaximum-hold styling

    Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.

    • conditioning agent
    • film former
    • polymer
  • 10 Sodium Benzoate
    • preservative
  • 11 Disodium EDTA
    General function

    Grabs metal ions from hard water so they cannot dull the hair or destabilise the formula.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitBuild-up-sensitive routines

    Binds the calcium and magnesium in hard water, which is what stops mineral deposits accumulating on the strand wash after wash.

    May suitGray, silver, or brass-prone hair

    Copper and iron carried in tap water deposit on the strand and read as a dull, warm cast on gray or light hair. A chelator holds those metals in solution so the wash carries them off.

    PubChem
    • hard-water chelator
  • 12 Citric Acid
    General function

    Used to bring the product to a slightly acidic pH, which helps the cuticle lie flat. It is almost always near the end of the list.

    Estimated lower-concentration zone

    It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.

    May suitBuild-up-sensitive routines

    Holds hard-water minerals in solution so they rinse away instead of depositing on the hair.

    May suitFrizz-prone, damaged, or high-friction hair

    The acid side of pH adjustment, and the reason it matters is measured: alkaline formulas raise the fibre's surface negative charge, increase friction between strands and lift the scales, while lower-pH ones do the reverse.

    May suitGray, silver, or brass-prone hair

    Where a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.

    International Journal of Trichology
    • pH adjuster
    • hard-water chelator
  • 13 C12-16 Pareth-9
    • emulsifier
  • 14 Potassium Sorbate
    • preservative

What the whole list adds up to

  • 3 preservatives
  • 3 emulsifiers
  • 2 cleansers
  • 2 hard-water chelators
  • 1 solvent
  • 1 sulfate cleanser
  • 1 amphoteric cleanser
  • 1 secondary cleanser
  • 1 fragrance
  • 1 declared fragrance
  • 1 opacifier
  • 1 emollient
  • 1 conditioning agent
  • 1 film former

Ingredient list captured 2026-09-15. Formulas change — check the package in your hand when an ingredient matters to you.

Price · 16 oz

Seen at $6.99 lowest of 2 stores · checked Sep 16
Good value under $8 Under $0.51/oz it costs less than three-quarters of the 8 products we score as doing the same job

Good value on sale. Some stores sell it under the $8 line; products that do this job typically go for about $19 at this size.

Show the price ladder
Where we’ve seen it4 listings · 3 stores

Sorted by price per ounce. Dated observations from our research, not live prices. Direct store pages, no affiliate links. We don’t sell this product.

How we work this out
  1. 16 oz is the size stores list most often; every comparison on this page is made at it. Other sizes are shown in the Sizes row and the store list.
  2. Seen at $6.99 is the price we have observed for the 16 oz. We need three stores before we call a price commonly seen.
  3. Good value under $8 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $0.51/oz; at 16 oz that is $8. Under that line you are paying less than most of them.
  4. About $19 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 16 oz.

Formula

Formula score
8 of 10

It carries the working systems a shampoo needs and still sits in the lower part of the price range for shampoos per ounce.

How the score is counted
  • 1 products that do the same job cost less per ounce
  • Costs less per ounce than 89% of the 805 shampoos we’ve priced
  • Covers 5 of the 7 things a shampoo should do
  • Reviewers mention 3 things they like about how it performs
  • A working detergent systemWhat actually removes oil and product.3 pts
  • Slip for detanglingReduces the force it takes to comb wet hair.2 pts
  • A humectantBinds water into the hair.1 pt
  • A hard-water chelatorBinds the minerals that dull hair in hard water.1 pt
  • A pH adjusterBrings the formula to the acidic pH hair prefers.1 pt
  • No detergent-dependent filmNothing that needs a clarifying wash to remove.1 pt
  • Fragrance kept out of the top eightScent as a finishing touch, not a major share.1 pt

The formula score is completeness for the job: the share of the systems this product type is normally built around that we can find in this list, weighted. It is not efficacy, not quality, and it never compares across product types.

Does the same job, for less

Same derived functions — what it cleans, conditions, coats or holds — at a lower cost per ounce. Scent, texture and where you buy it can still differ.

DoveLowest cost per oz Dove Men+Care 2 in 1 Thick + Strong Calcium Shampoo and Conditioner $0.38/oz $0.14/oz less
  • Protein-free
  • Deep clean
  • Hard water
· Close function
Function
  • Film formers
Also
  • Cruelty-free
  • 18 oz bottle
  • Sold in drugstores and mass retail
Compare

See more alternatives in the product library

These are functional neighbours, not personal recommendations — they are close on formula, not chosen for anyone. Get the one that fits your hair, routine, and budget

Suits every hair pattern

Final decision

Should you buy it?

A solid pick for the hair it suits
Best user

Hair that stiffens on protein, looking for a protein-free formula and a proper reset wash

Biggest tradeoff

Not ideal for anyone sensitive to fragrance, sulfate-free routines and fresh keratin treatments, or dry or damaged hair

Best alternative if not

Consider Dove Dove Men+Care 2 in 1 Thick + Strong Calcium Shampoo and Conditioner, for similar results at a lower price

We do not sell products or take placement fees. This page states what the formula and the prices show; the consultation is what matches it to a person.

Claims check

What the brand says, against what the formula shows

Claims are quoted from the brand. We only mark one supported, partly supported, or conflicting when the ingredient list actually speaks to it; everything else stays "stated by the brand", which is not a criticism — most claims simply cannot be read off a label.

0
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
3
Stated by brandNo clear evidence
1
Potential conflictFormula works against claim
Hydrates and softens dry, coarse hair

Nothing in the list reads as a moisture system.

  • Glycol Distearate
Stated by brand

Can’t be confirmed from label.

Adds shine to hair

Nothing in the list reads as a shine system.

—

Stated by brand

Can’t be confirmed from label.

Safe for extensions, weaves, and color-treated hair

It uses a sulfate detergent, which is the usual cause of fast fade.

  • Sodium Laureth Sulfate
  • Cocamidopropyl Betaine
Potential conflict

Likely to pull colour faster.

pH 5.0-5.5

This is a marketing claim; an ingredient list cannot speak to it.

—

Stated by brand

Can’t be confirmed from label.

How to read this

We look at the first 10–15 ingredients and what they do in a formula — not marketing. If the list doesn't speak to a claim, we don't assume.

Reviewers

What people report

Recurring themes our researchers wrote in their own words from sourced reviews. We do not store or scrape star ratings.

reduces frizz and minimizes breakage even in humid conditions when used about once a week

a reviewer with thick, coarse, curly Caucasian hair in a humid climate

seen as a more affordable and effective alternative to pricier bond-repair brands like Olaplex when paired with the matching conditioner

a reviewer comparing it directly against a higher-priced brand she had used before

leaves hair feeling stronger and more moisturized, with some reviewers crediting it for supporting hair growth

repeat buyers using it as part of a regular hair-care routine

has a strong, somewhat masculine or deodorant-like scent that lingers for a day or two

a reviewer with thick, coarse, curly hair who otherwise liked the moisture results

cleans well and lathers adequately but leaves hair feeling merely normal rather than exceptionally soft afterward

a reviewer with average, non-picky hair-care needs

More from Aphogee

How this page was made

  • Everything above is generated from our researched product record — identity, the ingredient list as printed, the brand's own claims, dated price observations, and review themes written in our researchers' own words. No part of this page is written per product.
  • The value band is a fixed label over two stored numbers: this product’s cost per ounce as a percentile of every product of this type we have priced, each at the size it is most often sold in, and how many products we score as doing the same job cost at least a quarter less per ounce.
  • Both scores out of ten are defined on this page. The formula score is completeness for the job, computed from a fixed per-format checklist shown beneath the gauge; the price score is cost per ounce against every product of this type we have priced.
  • The "Is this right for you?" panel reads only your own consultation answers, and it applies exactly the filters our recommendation engine applies. It is computed when you load the page and is never stored on it.
  • 4 sources consulted for this product (0 manufacturer or regulatory, 1 retailer, 3 editorial), last checked 2026-09-16.
  • Ingredient references are linked for 5 of 7 product-aware annotations on this page. Fit notes are conditional formulation guidance, not a conclusion about the finished product or about you.
  • We have not tested this product in a lab and we do not physically test your hair. Formula readings come from the ingredient list; behaviour claims are labelled as the brand's.
  • Ingredient order tells you relative amount only above roughly 1%. Prices are observations on the dates shown and change without notice.
  • Ingredient names link to our ingredient library, where each entry shows what it does, which product types use it, and where it usually sits on a label across everything we have researched.
  • This is cosmetic information, not medical advice, and nothing here diagnoses or treats a health condition.
  • Formula readings: derivation v22. Record last updated 2026-09-15.

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