EWG VERIFIED®
This is a marketing claim; an ingredient list cannot speak to it.
—
Stated by brand
Can’t be confirmed from label.
Attitude
Strengthening Shampoo Bar
Shampoo / Clarifying, deep-cleaning
- Shampoo
- bar
- Silicone-free
- Protein-free
- Vegan · label states
- Cruelty-free · PETA-listed
Size4 fl oz
Price$14–16commonly seen · 4 oz
Price / oz$3.99/ozat 4 oz
Where to buy4 stores · $12.56–15.99
Add it to your products. We’ll tell you if it’s ever recalled.
Manufacturer page: attitudeliving.com
Personal fit
Is this right for you?
Complete the consultation to see how well this product fits your hair and your goals. With 6,000+ products in our library, we can match you to the right ones.
- About 20 minutes, and your answers save as you go.
- Every product matched against your hair across the 23 factors we check.
- A personalized routine built around your schedule, styling habits, and local weather.
- Find products that do the same job at a lower cost.
- Your goals, scalp, damage history, water, budget, and scent preferences all shape your plan.
$49 with 60 days of follow-up questions and plan updates
$99 with 12 months. Pay once; the year renews only if you choose.
Factor
Your profile
Fit
Best for hair types
Curly–Coily
Not in your profile
Moisture level
High
Not in your profile
Cleansing strength
Strong
Not in your profile
Slip / detangling
Little
Not in your profile
Weight on hair
Rich
Not in your profile
Fragrance
Present
Not in your profile
Protein
None
Not in your profile
Silicone / wax buildup
None
Not in your profile
Clarifying wash needed
Low
Not in your profile
Scent
Woody & earthyStrength not recorded
Not in your profile
Show all 23 factors we check
The rest of what your plan weighs on this product.
Sulfates
Sulfate detergent
Not in your profile
Parabens / preservatives
None of these listed
Not in your profile
Essential oils
None listed
Not in your profile
Fast-drying alcohol
None
Not in your profile
Vegan / cruelty-free
Vegan · label statesCruelty-free · PETA-listed
Not in your profile
Animal-derived ingredients
Vegan · label states
Not in your profile
Heavy humectants
Not heavy
Not in your profile
Hard-water defence
None
Not in your profile
UV filter
None listed
Not in your profile
pH adjusted
Adjusted
Not in your profile
Ingredient list
20 ingredientsAbout average
Not in your profile
Price tier
Masstige
Not in your profile
Where to buy it
Brand website · Grocery / mass
Not in your profile
The consultation builds your hair profile, checks every factor in this table against it, and tells you where this product fits or what to use instead.
Start your consultation$49 once, with 60 days of follow-up questions and plan updates. Nothing renews, and you never have to buy a product.
Your avoid-list
Same job for less elsewhere
$3.99/oz at 4 oz, more than 84% of the 1544 shampoos , which mostly run $0.79–3.04/oz.
Great for
Protein-sensitive hairthat stiffens when protein is added
Fast-oiling scalpsthat need a real reset wash
Coarse or dry hairthat absorbs everything you give it
Silicone-free routinesno silicones appear in the list
Very dry hairno fast-drying alcohol in the list
Cuticle-smoothing pHa pH adjuster brings it to the acidic range hair prefers
Maybe skip if
this product has a scent
Sulfate-free routinesit uses a sulfate detergent
Oily scalp or fine hairthat gets weighed down
Dry or damaged haira strong detergent system strips as it cleans
Hair that needs proteinthere is none in this list
Hard waterno chelator here to bind the minerals
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
A reset wash that removes oil, buildup, and most residue.
Expected lather
High
Thick foam that spreads quickly through the hair.
Slip and detangling
Little
Nothing here is built to reduce combing force.
Water-binding (humectants)
Low
Humectants appear, but low enough to be a minor part.
Scalp active
None
No over-the-counter scalp active.
Hard-water defence
None
No chelating agent in the list.
Needs detergent to remove
No
Nothing here needs a detergent wash to remove.
Protein
None
No protein or amino acids in the list.
Fragrance
Present
Fragrance is listed; it sits below the working ingredients.
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. The chips name what an ingredient does. They are not safety scores, and no ingredient here is rated good or bad on its own.
| Ingredient | What it does | Why it matters | Chip |
|---|---|---|---|
| Sodium Cocoyl Isethionate | mild anionic cleanser | — | Cleanses |
| Stearic Acid | emulsifier | Keeps oil and water mixed | Softens |
| Cocos Nucifera (Coconut) Oil | oil | Coats and softens the strand | Softens |
| Sodium Coco-Sulfate | sulfate cleanser | — | Cleanses |
| Butyrospermum Parkii (Shea) Butter | butter | The heavy softener that makes it rich | Heavy |
| Theobroma Cacao (Cocoa) Seed Butter | butter | The heavy softener that makes it rich | Heavy |
| Amyris Balsamifera Bark Oil | oil | Coats and softens the strand | Softens |
| beta-ionone | fragrance | The scent | Fragrance |
| FragranceFragrance (Parfum) | fragrance | The scent | Fragrance |
| Caffeine | active | A secondary active | Active |
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. Heavier butters sit in the working part of the list.
Full ingredient list (20)
In the US, ingredients above 1% are listed from most to least. Below 1% they can appear in any order. Each note keeps three things apart: what the ingredient generally does, its role in this type of product, and what its position can tell you.
-
1
Sodium Cocoyl Isethionate
General function
A mild cleanser that gives a creamy lather and leaves hair less stripped than sulfates.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitCurls or waves needing flexible holdThe detergent class most curl routines are built around: it lathers and cleanses without stripping the strand back to bare.
May suitDry, coarse, or high-porosity hairA gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.
May suitVery dry or highly damaged hairCleanses with less sebum removal than a sulfate detergent, so hair that is short of moisture keeps more of it through the wash.
- mild anionic cleanser
- cleanser
-
2
Stearic Acid
General function
A fatty acid that thickens creams and helps them hold their texture.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
PubChemMay suitDry, coarse, or high-porosity hairThe waxy solid that gives a conditioner its body. It deposits a soft lubricating layer, which is most of what makes hair feel smooth after rinsing.
May suitFrizz-prone, damaged, or high-friction hairDeposits with the cationic conditioners and helps them lie flat along the strand, which is where the detangling actually comes from.
DependsFine or easily flattened hairNear the top of a conditioner it is doing most of the conditioning, and most of the weighting, at the same time.
- emulsifier
- thickener
- fatty alcohol
-
3
Cocos Nucifera (Coconut) Oil
General function
One of the few oils small enough to move into the strand, which is why it is used for pre-wash treatments. It can feel heavy or stiff on protein-sensitive hair.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
International Journal of TrichologyMay suitDry, coarse, or high-porosity hairBecause it penetrates rather than sits on top, it works on hair that loses water through a worn cuticle instead of only slowing evaporation from the surface the way a non-penetrating oil does.
May suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
May suitVery dry or highly damaged hairThe exception to the class read: lauric acid is small and linear enough to enter the shaft rather than only coat it, and in comparison testing coconut oil was the one that reduced protein loss from washing on both undamaged and damaged hair.
- oil
- emollient
-
4
Sodium Coco-Sulfate
General function
A coconut-derived sulfate detergent, chemically close to sodium lauryl sulfate and similarly strong.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitBuild-up-sensitive routinesA sulfate detergent can lift deposited silicone, wax and styling films, which is what resets a routine before build-up is visible.
May suitFine or easily flattened hairFine hair that goes limp under conditioning films usually reads a full detergent wash as volume returning.
May not suitDry, coarse, or high-porosity hairCoarse and high-porosity hair loses water quickly on its own; an efficient detergent removes the surface oils that were slowing that down.
- sulfate cleanser
- cleanser
-
5
Butyrospermum Parkii (Shea) Butter
General function
A rich, solid plant butter used for heavy conditioning on coarse or dry hair. High in the list it makes a product decidedly heavy.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitDry, coarse, or high-porosity hairCoarse, porous hair loses water quickly and can carry the weight; a butter slows that loss more than a thin oil does.
May suitFrizz-prone, damaged, or high-friction hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
May suitVery dry or highly damaged hairA solid fat melts onto the strand at body temperature and stays there, which is the heaviest surface moisture-holding a formula can offer.
- butter
- emollient
- sealant
-
6
Theobroma Cacao (Cocoa) Seed Butter
General function
A firm plant butter used for sealing and hold in heavier styling creams.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitDry, coarse, or high-porosity hairCoarse, porous hair loses water quickly and can carry the weight; a butter slows that loss more than a thin oil does.
May suitFrizz-prone, damaged, or high-friction hairEmollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
May suitVery dry or highly damaged hairA solid fat melts onto the strand at body temperature and stays there, which is the heaviest surface moisture-holding a formula can offer.
- butter
- emollient
- sealant
-
7
Amyris Balsamifera Bark Oil
General function
The oil pressed from Amyris Balsamifera's bark. How much weight a plant oil leaves depends on the hair it lands on; coarse hair tends to take more of it than fine hair.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitDry, coarse, or high-porosity hairCoats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.
May suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
May not suitFine or easily flattened hairNear the top of a list an oil is weight before it is anything else, and fine hair shows that first at the roots.
- oil
- emollient
- ▾Below about here, the order stops meaning much. These are usually used at 1% or less.
-
8
beta-ionone
General function
An individual aroma chemical. It is part of the product's fragrance; brands that print these are disclosing more of the blend than the rules require.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
- fragrance
- 9 Dihydrofarnesol
-
10
Triethyl Citrate
General function
A citrate ester used to stabilise fragrance and support the preservative system.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemDependsFrizz-prone, damaged, or high-friction hairpH adjusters are how a formula is brought to a chosen acidity, and an acidic formula keeps the cuticle lying flatter than an alkaline one. Which way this one moves the pH depends on the formula, and the finished pH is not on the label.
- pH adjuster
- preservative
- 11 Vetiveria Zizanoides Root Oil
-
12
Fragrance
· Fragrance (Parfum)
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 zoneIt 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 routinesDeclared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
- fragrance
- declared fragrance
-
13
Montmorillonite
General function
A clay used for oil absorption and matte texture.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay suitFine or easily flattened hairAbsorbs oil and adds texture, which is what gives fine hair grip at the root instead of slip.
- clay
- powder
-
14
Persea Gratissima (Avocado) Oil
General function
A rich oil used in masks and heavier creams for softness on coarse or dry hair.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitDry, coarse, or high-porosity hairCoats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.
May suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
-
15
Helianthus Annuus (Sunflower) Seed Oil
General function
A light, widely used oil that softens without much weight.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of TrichologyMay suitDry, coarse, or high-porosity hairCoats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.
May suitFrizz-prone, damaged, or high-friction hairA thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
-
16
Caffeine
- active
-
17
Inulin
General function
A plant sugar used for light moisture and as a prebiotic scalp claim.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
May suitFine or easily flattened hairHydration with no oil attached, so it adds very little weight even high on a list.
May suitVery dry or highly damaged hairAloe is mostly water carrying sugars that bind more of it, which is why it turns up as the base of moisture-first formulas.
DependsClimate-sensitive or frizz-prone hairA humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.
- humectant
- botanical extract
-
18
Panthenol
General function
Provitamin B5. It draws in water and penetrates the strand a little, which is why it is the standard ingredient for softness and shine claims.
Estimated lower-concentration zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
PubChemMay suitFine or easily flattened hairIt hydrates without adding oil or a film, which is the combination fine hair usually needs.
May suitFrizz-prone, damaged, or high-friction hairDeposits a lubricating layer that makes combing easier, which is most of what stops mechanical damage adding to frizz.
May suitVery dry or highly damaged hairA humectant that also penetrates the cuticle, so it holds water inside the strand rather than only on the surface.
- humectant
- conditioning agent
- vitamin
-
19
Nasturtium Officinale (Watercress) Extract
- botanical extract
-
20
Tropaeolum Majus (Indian Cress) Extract
- botanical extract
What the whole list adds up to
- 6 emollients
- 4 oils
- 3 botanical extracts
- 2 cleansers
- 2 butters
- 2 sealants
- 2 fragrances
- 2 humectants
- 1 mild anionic cleanser
- 1 emulsifier
- 1 thickener
- 1 fatty alcohol
- 1 sulfate cleanser
- 1 pH adjuster
Ingredient list captured 2026-09-08. Formulas change, so check the package in your hand when an ingredient matters to you.
Price · 4 oz
Commonly seen
$14–16
Good value under
$7
Priced above the products that do the same job. Stores sell it above the $7 line; products that do this job typically go for about $12 at this size.
Show the price ladder
Where we’ve seen it4 listings · 4 stores
-
PureFormulas.com
$12.564 oz · $3.14/ozSep 8Lowest per ozSale · was $13.95
-
Attitude US
$15.954 oz · $3.99/ozSep 8
-
Attitude (attitudeliving.com)
$15.954 oz · $3.99/ozSep 8
-
Grove Collaborative
$15.994 oz · $4.00/ozSep 8
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
- 4 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.
- Commonly seen is the middle half of current prices for the 4 oz at recognised stores. We leave out the cheapest and most expensive quarters, so one sale or one overpriced listing can’t move it.
- Good value under $7 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $1.85/oz; at 4 oz that is $7. Under that line you are paying less than most of them.
- About $12 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 4 oz.
Formula
6
Formula score
6 of 10
Above the range for shampoos per ounce for a formula that 4 lower-priced products come close to on ingredients and attributes.
How the score is counted
- 4 products that do the same job cost less per ounce
- Costs more per ounce than 84% of the 1544 shampoos we’ve priced
- No slip for detangling in the formula
- 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 measures completeness for the job: a weighted share of the systems this product type is usually built around that we find in this list. It does not rate how well the product works or its quality, and it never compares across product types.
Does the same job, for less
Formulas that do the same things (cleanse, condition, coat or hold) for less per ounce. Scent, texture and where you buy them can still differ.
REUZELLighter feel
Scrub Shampoo
$1.47/oz $2.52/oz less
- Protein-free
- Deep clean
- Lightweight
- Function
- Also
Uppercut DeluxeLighter feel
Detox and Degrease Shampoo
$1.97/oz $2.02/oz less
- Protein-free
- Deep clean
- Lightweight
- Function
- Also
African PrideLowest cost per oz
Shea Miracle Sulfate Free Detangling Shampoo
$0.75/oz $3.24/oz less
- Protein-free
- Deep clean
- Rich
- Function
- Also
See more alternatives in the product library
These products do a similar job. We haven’t matched them to you. Find the one that fits your hair, routine and budget
Final decision
Should you buy it?
Similar results available for lessBest 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 oily scalps and fine hair
Best alternative if not
Consider REUZEL Scrub Shampoo, 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, and what the formula shows
Claims are quoted from the brand. We mark a claim supported, partly supported or conflicting only when the ingredient list speaks to it. Everything else stays "stated by the brand". That isn’t a criticism: most claims can’t be checked from a label.
1
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
4
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
VEGAN
Our researched record has this brand or product as vegan.
—
Supported
Matches our researched record.
PLASTIC-FREE
This is a marketing claim; an ingredient list cannot speak to it.
—
Stated by brand
Can’t be confirmed from label.
90% natural-origin ingredients
A brand-run study. We report it as stated and do not repeat the number as fact.
—
Stated by brand
Only the brand’s testing shows this.
Repairs and strengthens dry and damaged hair
No protein or bond ingredient appears in the list.
—
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 at the marketing. If the list doesn't speak to a claim, we don't assume.
Reviewers
What people report
Themes that come up again and again in sourced reviews, written by our researchers in their own words. We don’t store or scrape star ratings.
Several reviewers say the bar lasts a long time without dissolving quickly, making it good value and easy to travel with.
general reviewers, some noting daily use over weeksReviewers say it cleans effectively without leaving residue, with some noting hair stays cleaner longer than with liquid shampoos.
general reviewers, including one using it on both hair and beardReviewers repeatedly praise the scent as one of the bar's best qualities.
general reviewersMore from Attitude
How this page was made
- Everything above comes from our researched product record: identity, the ingredient list as printed, the brand's own claims, dated prices and review themes our researchers wrote in their own words. No part of this page is written by hand for one 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.
- 3 sources consulted for this product (0 manufacturer or regulatory, 1 retailer, 2 editorial), last checked 2026-09-08.
- Ingredient references are linked for 6 of 14 product-aware annotations on this page. Fit notes are general formulation guidance. They aren’t a verdict on the finished product or on you.
- We haven’t tested this product in a lab, and we don’t physically test your hair. Formula readings come from the ingredient list. Claims about how it behaves are labelled as the brand's.
- Ingredient order tells you relative amount only above roughly 1%. Prices are what we saw on the dates shown and can change.
- 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 v23. Record last updated 2026-09-08.
