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Briogeo · Curl Charisma

Curl Charisma™ Rice Amino + Avocado Hydrating Shampoo

Shampoo / Everyday cleanser, balanced

Shampoo
Sulfate-free
Silicone-free
Moisture-rich
Cruelty-free · sources disagree

Size8 fl oz

Price$28seen at one store · 8 oz

Price / oz$3.50/ozat 8 oz

Where to buy1 store

Scent:

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

Manufacturer page: briogeohair.com

Personal fit

Is this right for you?

Factor Your profile Fit

Best for hair types Wavy–Coily Not in your profile

Moisture level High Not in your profile

Cleansing strength Moderate Not in your profile

Slip / detangling Moderate Not in your profile

Weight on hair Medium Not in your profile

Fragrance Present Not in your profile

Protein Minor Not in your profile

Silicone / wax buildup None Not in your profile

Clarifying wash needed Low Not in your profile

Sulfates None listed Not in your profile

Show all 22 factors we check

The rest of what your plan weighs on this product.

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 Cruelty-free · sources disagree Not in your profile

Animal-derived ingredients Not yet verified Not in your profile

Heavy humectants Heavy Not in your profile

Hard-water defence None Not in your profile

UV filter None listed Not in your profile

pH adjusted No adjuster listed Not in your profile

Ingredient list 35 ingredientsA long list Not in your profile

Price tier Salon Not in your profile

Where to buy it Brand website · Ulta +2Widely sold Not in your profile

The consultation builds your hair profile, then reads every factor in this table against it — and tells you where this product fits, or what to use instead.

Start your consultation

$49.00 once, for your consultation and hair profile. No subscription, no required purchases.

Same job for less elsewhere

$3.50/oz at 8 oz — more than 80% of the 805 shampoos , which mostly run $0.81–3.01/oz.

View alternatives

Great for

Colour-treated hairthat fades faster in a sulfate wash

Dry, thirsty hairhumectants and emollients both sit up front

Curly-method routinesno sulfates and no water-insoluble silicones

Silicone-free routinesno silicones appear in the list

Very dry hairno fast-drying alcohol in the list

A wide range of haira middle-of-the-range weight

Maybe skip if

this product carries a scent

Dry or very humid airwhere heavy humectants work against you

Hard waterno chelator here to bind the minerals

Tight budgetsit sits in the upper price tiers

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 Moderate

Removes oil and product; leaves some conditioning behind.

Expected lather Moderate

An ordinary shampoo lather.

Slip and detangling Moderate

Conditioning agents are present, lower in the list.

Water-binding (humectants) High

Humectants near the top — water-binding is a headline mechanism here.

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 Minor

Protein appears, low enough to be a supporting ingredient.

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. These 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
WaterWater/Aqua/Eau	solvent	The base everything else is dissolved in	Neutral
Lauramidopropyl Betaine	amphoteric cleanser	—	Cleanses
Sodium Cocoyl Isethionate	mild anionic cleanser	—	Cleanses
Glycerin	humectant	Pulls water into the hair	Moisturizes
Glycol Distearate	opacifier	Makes the product look creamy	Softens
Cocamidopropyl Hydroxysultaine	amphoteric cleanser	—	Cleanses
Disodium Laureth Sulfosuccinate	mild anionic cleanser	—	Cleanses
Butyrospermum Parkii (Shea) Butter	butter	Heavy softening — this is what makes it rich	Heavy
Rice Amino Acids	amino acid	A trace of amino acids	Protein
Keratin Amino Acids	protein	A small amount of protein	Protein
Hydrolyzed Quinoa	film former	A supporting film former	Protein
Acyl Coenzyme A Desaturase	active	A secondary active	Active

What the list leaves out, and what it carriesThe list carries no sulfates, silicones, or drying alcohols. Fragrance is on the label. Heavier butters sit in the working part of the list.

Full ingredient list (35)

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 · Water/Aqua/Eau

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 Lauramidopropyl Betaine

General function
A gentle secondary cleanser that thickens the formula and improves lather.

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 suitVery dry or highly damaged hair
One of the mildest detergent classes. It is usually there to let a formula lather without a harsher detergent doing the work.

May not suitBuild-up-sensitive routines
The mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.

PubChem
- amphoteric cleanser
- secondary cleanser
- cleanser
3 Sodium Cocoyl Isethionate

General function
A mild cleanser that gives a creamy lather and leaves hair less stripped than sulfates.

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

May suitCurls or waves needing flexible hold
The 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 hair
A gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.

May suitVery dry or highly damaged hair
Cleanses 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
4 Glycerin

General function
A small water-loving molecule that draws moisture into the hair and holds it there. It is the most common softening ingredient in conditioners and leave-ins.

Supporting ingredient
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

May suitDry, coarse, or high-porosity hair
High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.

May suitVery dry or highly damaged hair
Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.

DependsClimate-sensitive or frizz-prone hair
Water moves both ways. Measured across concentrations, glycerin solutions give water up in some conditions and take it from the air in others. What it does for you depends on how much of it is there and on the air around it.

Scientific Reports
- humectant
5 Glycol Distearate

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

Supporting ingredient
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

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
6 Cocamidopropyl Hydroxysultaine

General function
A mild co-cleanser that keeps foam stable in hard water.

Supporting ingredient
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

May suitDry, coarse, or high-porosity hair
Mild cleansing leaves more surface lubrication in place on hair that dries out quickly.

May suitVery dry or highly damaged hair
One of the mildest detergent classes. It is usually there to let a formula lather without a harsher detergent doing the work.

May not suitBuild-up-sensitive routines
The mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.
- amphoteric cleanser
- secondary cleanser
- cleanser
7 Disodium Laureth Sulfosuccinate

General function
A mild cleanser used to soften a formula built on stronger detergents.

Supporting ingredient
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

May suitCurls or waves needing flexible hold
The 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 hair
A gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.

May suitVery dry or highly damaged hair
Cleanses 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
8 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 ingredient
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.

May suitDry, coarse, or high-porosity hair
Coarse, 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 hair
Emollients 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 hair
A 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
9 Oryza Sativa (Rice) Extract
- botanical extract
10 Rice Amino Acids

General function
An amino acid of the kind hair protein is built from. Small enough to sit inside the cuticle, and used for water binding rather than strength.

Secondary ingredient
Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.

May suitVery dry or highly damaged hair
Amino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.

DependsClimate-sensitive or frizz-prone hair
A 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.

DependsProtein-sensitive hair
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
- amino acid
- humectant
- protein
11 Lactobacillus/Tomato Fruit Ferment Extract
- botanical extract
12 Persea Gratissima (Avocado) Oil

General function
A rich oil used in masks and heavier creams for softness on coarse or dry hair.

Secondary ingredient
Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.

May suitDry, coarse, or high-porosity hair
Coats 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 hair
A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
13 Rosa Canina Fruit Oil

General function
Rosehip oil, used in small amounts for antioxidants and a light finish.

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 suitDry, coarse, or high-porosity hair
Coats 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 hair
A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
- antioxidant
14 Acanthus Mollis Leaf Extract
- botanical extract
15 Tocopheryl Acetate
- antioxidant
- vitamin
16 Aloe Barbadensis Leaf Juice

General function
Aloe gel, used for light moisture and slip. High in the list it also contributes a little natural hold.

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
Gums thicken and set soft, which gives definition that bends rather than a rigid cast.

May suitFine or easily flattened hair
Hydration with no oil attached, so it adds very little weight even high on a list.

May suitVery dry or highly damaged hair
Aloe is mostly water carrying sugars that bind more of it, which is why it turns up as the base of moisture-first formulas.
- humectant
- botanical extract
- gum
17 Keratin Amino Acids

General function
Keratin broken all the way down to individual amino acids. Small enough to sit inside the cuticle, used for softness rather than firmness.

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 suitVery dry or highly damaged hair
Amino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.

DependsProtein-sensitive hair
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
- protein
- amino acid
18 Coconut Acid
- emulsifier
- salt
19 Hydrolyzed Quinoa

General function
A quinoa-derived protein used for light strengthening and colour retention claims.

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
Filling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.

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.

May suitVery dry or highly damaged hair
Hydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.
- film former
- protein
- hydrolysed protein
20 Sodium Hyaluronate

General function
A large water-binding molecule that sits on the surface holding moisture.

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 suitDry, coarse, or high-porosity hair
High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.

May suitVery dry or highly damaged hair
Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.

DependsClimate-sensitive or frizz-prone hair
A humectant moves water in whichever direction the air allows: it holds moisture in humid conditions and can pull it back out of hair in very dry ones.
- humectant
21 Acyl Coenzyme A Desaturase
- active
22 Citrus Aurantium Dulcis (Orange) Peel Oil

General function
Orange peel oil used for a fresh citrus scent; naturally high in limonene.

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
- botanical extract
23 Citrus Paradisi (Grapefruit) Peel Oil

General function
The essential oil of Grapefruit (Citrus Paradisi). Essential oils are aromatic — they are in the formula for scent, and they are a common source of declared fragrance allergens.

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
- botanical extract
24 Polyquaternium-71
- conditioning agent
- film former
- polymer
25 Sodium Lauryl Sulfoacetate

General function
A moderate cleanser that foams well without the stripping reputation of sulfates.

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
The 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 hair
A gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.

May suitVery dry or highly damaged hair
Cleanses with less sebum removal than a sulfate detergent, so hair that is short of moisture keeps more of it through the wash.

PubChem
- mild anionic cleanser
- cleanser
26 Leuconostoc/Radish Root Ferment Filtrate
- preservative
27 Sodium Lauroyl Sarcosinate

General function
A gentle cleanser that leaves a soft after-feel; often paired with stronger detergents.

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
The 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 hair
A gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.

May suitVery dry or highly damaged hair
Cleanses with less sebum removal than a sulfate detergent, so hair that is short of moisture keeps more of it through the wash.

PubChem
- mild anionic cleanser
- cleanser
28 Sodium Isethionate

General function
A mild cleanser that comes along with sodium cocoyl isethionate and helps it dissolve.

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
Cleansing is what lifts deposited films off the strand. How completely depends on which detergent it is and how high on the list it sits.

DependsVery dry or highly damaged hair
Every detergent removes some sebum along with the product it is there to wash out. Which detergent it is matters more than that there is one.
- cleanser
29 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
30 Anhydroxylitol

General function
A sugar-derived humectant used with xylitol for a light moisturised 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 suitDry, coarse, or high-porosity hair
High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.

May suitVery dry or highly damaged hair
Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.

DependsClimate-sensitive or frizz-prone hair
A humectant moves water in whichever direction the air allows: it holds moisture in humid conditions and can pull it back out of hair in very dry ones.

PubChem
- humectant
31 Xylitylglucoside

General function
A sugar-derived humectant used for lasting moisture without stickiness.

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 suitDry, coarse, or high-porosity hair
High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.

May suitVery dry or highly damaged hair
Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.

DependsClimate-sensitive or frizz-prone hair
A humectant moves water in whichever direction the air allows: it holds moisture in humid conditions and can pull it back out of hair in very dry ones.

PubChem
- humectant
32 Xylitol

General function
A sugar alcohol that binds water and gives a light, non-sticky moisturised 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 suitDry, coarse, or high-porosity hair
High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.

May suitVery dry or highly damaged hair
Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.

DependsClimate-sensitive or frizz-prone hair
A humectant moves water in whichever direction the air allows: it holds moisture in humid conditions and can pull it back out of hair in very dry ones.

PubChem
- humectant
33 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 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
34 Dehydroacetic Acid
- preservative
35 Benzyl Alcohol
- preservative
- solvent

What the whole list adds up to

7 cleansers
7 humectants
6 botanical extracts
4 mild anionic cleansers
4 emollients
3 proteins
3 film formers
3 fragrances
3 preservatives
2 solvents
2 amphoteric cleansers
2 secondary cleansers
2 amino acids
2 oils

Ingredient list captured 2026-08-22. Formulas change — check the package in your hand when an ingredient matters to you.

Price · 8 oz

Seen at $28 1 store · checked Aug 22

Good value under $7 Under $0.85/oz it costs less than three-quarters of the 8 products we score as doing the same job

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 $7 at this size.

Show the price ladder

Price for 8 ozlower is better

Where we’ve seen it1 listing · 1 store

Briogeo (brand.com)
$28.00

8 oz · $3.50/oz

Aug 22Lowest per oz

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

8 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.
Seen at $28 is the price we have observed for the 8 oz. We need three stores before we call a price commonly seen.
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 $0.85/oz; at 8 oz that is $7. Under that line you are paying less than most of them.
About $7 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 8 oz.

Formula

Formula score

8 of 10

Sold through specialty beauty at a price 7 products that do the same job undercut — the counter is part of what you are paying for.

How the score is counted

7 products that do the same job cost less per ounce
Costs more per ounce than 80% of the 805 shampoos we’ve priced
Covers 5 of the 7 things a shampoo should do
Reviewers mention 2 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.

SheaMoistureLowest cost per oz Manuka Honey & Yogurt Hydrate & Repair Shampoo $0.85/oz $2.65/oz less

Sulfate-free
Curly method
Hard water

· Close function

Function: Hard-water defence
Also: Sweet scent
Drugstore tier
13 oz bottle

Compare

SheaMoistureClose function Manuka Honey & Mafura Hair Oil Intensive Hydration Shampoo $0.85/oz $2.65/oz less

Sulfate-free
Curly method
Hard water

Function: Hard-water defence
Also: Sweet scent
Drugstore tier
13 oz bottle

Compare

SheaMoistureClose function Raw Shea Butter Deep Moisturizing Shampoo $0.85/oz $2.65/oz less

Sulfate-free
Protein-free
Curly method

Function: Protein
Hard-water defence
Also: Drugstore tier
13 oz bottle

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

Final decision

Should you buy it?

Good for the right person, not the lowest cost

Best user

Colour-treated hair — for washing without sulfates and moisture that stays in

Biggest tradeoff

Less suited to anyone sensitive to fragrance, very dry or very humid climates, or hard water without a chelating wash

Best alternative if not

SheaMoisture Manuka Honey & Yogurt Hydrate & Repair 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, 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.

SupportedBacked by ingredients

Partly supportedSome supporting logic

Stated by brandNo clear evidence

Potential conflictFormula works against claim

A creamy, sulfate-free shampoo that hydrates and minimizes frizz for defined curls, coils, and waves.

No sulfate detergents appear in the ingredient list.

—

Supported

Gentler on colour and coils.

95% naturally-derived, vegan, and Leaping Bunny certified cruelty-free

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.

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.

A reviewer managing a scalp condition with medication reports the shampoo does not flake or irritate and is compatible with a medicated-scalp routine.

reviewer using scalp medication, 4c hair

Reviewers with curly/coily hair, including 4c texture, report the shampoo leaves hair soft, more manageable to style, and reduces frizz.

curly/coily and 4c-texture reviewers

A reviewer with thick, curly hair was happy with the shampoo itself but complained about Briogeo's direct-order customer service (incomplete order fulfillment) — a service issue distinct from product quality.

thick/curly hair reviewer, direct brand.com order

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 (4 manufacturer or regulatory, 0 retailer, 0 editorial), last checked 2026-08-25.
Ingredient references are linked for 8 of 24 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 2026-08-25.

Curl Charisma™ Rice Amino + Avocado Hydrating Shampoo

Is this right for you?

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The ingredients that change a decision

What the whole list adds up to

Should you buy it?

What the brand says, against what the formula shows

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