Strengthens strands, reduces breakage, and supports length retention
No protein or bond ingredient appears in the list.
- Polyquaternium-10
Stated by brand
Can’t be confirmed from label.
Design Essentials
African Chebe Anti-Breakage Moisture Retention Shampoo
Shampoo / Clarifying, deep-cleaning
- Shampoo
- Sulfate-free
- Silicone-free
- Protein-free
- Cruelty-free · PETA-listed
Size12 fl oz
Price$13.69seen at one store · 12 oz
Price / oz$4.53/ozat 12 oz
Where to buy3 stores · $12.99–95.00
Scent:
Notes: herbal.
Manufacturer page: designessentials.com
Personal fit
Is this right for you?
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Factor
Your profile
Fit
Best for hair types
All types
Not in your profile
Moisture level
High
Not in your profile
Cleansing strength
Strong
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
None
Not in your profile
Silicone / wax buildup
None
Not in your profile
Clarifying wash needed
Low
Not in your profile
Scent
Mint & herbalStrength not recorded
Not in your profile
Show all 23 factors we check
The rest of what your plan weighs on this product.
Sulfates
None listed
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
Cruelty-free · PETA-listed
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
25 ingredientsAbout average
Not in your profile
Price tier
Drugstore
Not in your profile
Where to buy it
Brand websiteOne channel
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.
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Your avoid-list
Same job for less elsewhere
$4.53/oz at 12 oz — more than 92% of the 805 shampoos , which mostly run $0.81–3.01/oz.
Great for
Colour-treated hairthat fades faster in a sulfate wash
Protein-sensitive hairthat stiffens when protein is added
Fast-oiling scalpsthat need a real reset 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
Maybe skip if
this product carries a scent
Dry or damaged haira strong detergent system strips as it cleans
Hair that needs proteinthere is none in this list
Dry or very humid airwhere heavy humectants work against you
Hard waterno chelator here to bind the minerals
Picking it up locallywe have it recorded in one channel only
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)
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
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. 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 |
|---|---|---|---|
| WaterDeionized Water | solvent | The base everything else is dissolved in | Neutral |
| Sodium C14-16 Olefin Sulfonate | olefin sulfonate cleanser | — | Cleanses |
| Cocamidopropyl Hydroxysultaine | amphoteric cleanser | — | Cleanses |
| Glycerin | humectant | Pulls water into the hair | Moisturizes |
| Glycol Distearate | opacifier | Makes the product look creamy | Softens |
| Cocamidopropyl Betaine | amphoteric cleanser | — | Cleanses |
| Glyceryl Laurate | light ester | Light slip without much weight | Softens |
| Chébé Extract | botanical extract | A plant extract, marketed as much as functional | Neutral |
| Fragrance | fragrance | The scent | Fragrance |
| Linalool | fragrance | The scent | Fragrance |
What the list leaves out, and what it carriesNo sulfates, silicones, or drying alcohols. Protein-free: this is built for moisture rather than for strengthening. Contains fragrance.
Full ingredient list (25)
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
· Deionized 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 ingredientListed in the first three ingredients, it is likely a structural part of this formula.
- solvent
-
2
Sodium C14-16 Olefin Sulfonate
General function
A strong non-sulfate detergent used in "sulfate-free" shampoos. It cleans about as thoroughly as a sulfate despite the label difference.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
PubChemMay suitBuild-up-sensitive routinesA strong detergent with no sulfate on the label. It removes deposited films about as completely as a sulfate does.
May not suitVery dry or highly damaged hairSulfate-free on the label is a naming fact, not a mildness one: this is an efficient detergent, and hair short of moisture can feel it.
- olefin sulfonate cleanser
- cleanser
-
3
Cocamidopropyl Hydroxysultaine
General function
A mild co-cleanser that keeps foam stable in hard water.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May suitVery dry or highly damaged hairOne 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 routinesThe mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.
- amphoteric cleanser
- secondary 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 ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
Scientific ReportsMay suitDry, coarse, or high-porosity hairHigh-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 hairBinds 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 hairWater 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.
- humectant
-
5
Glycol Distearate
General function
A wax that gives shampoo its pearly look and a slightly richer feel.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChemMay 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.
- opacifier
- emollient
-
6
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.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
Indian Journal of DermatologyMay suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May not suitBuild-up-sensitive routinesThe mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.
DependsVery dry or highly damaged hairAmong 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.
- amphoteric cleanser
- secondary cleanser
- cleanser
-
7
Glyceryl Laurate
General function
A fatty ester. Esters give slip and a smooth after-feel; lighter ones read dry and silky, heavier ones read rich.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChemMay suitFine or easily flattened hairA light emollient: it softens the surface with noticeably less weight than an oil or a butter.
May suitFrizz-prone, damaged, or high-friction hairSpreads thin and lowers friction between strands without the heaviness of a fixed oil.
- light ester
- emollient
-
8
Chébé Extract
General function
An extract of the Chadian chébé seed blend, traditionally used on coily hair for length retention. The traditional practice coats and seals the strand rather than accelerating growth.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
- botanical extract
-
9
Ricinus Communis (Castor) Seed Oil
General function
A thick, tacky oil used for sealing ends and for slick, held-down styles.
Secondary ingredientLower 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 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
-
10
Sclerocarya Birrea (Marula) Seed Oil
· Sclerocarya Birrea Seed Oil
General function
Marula oil - light, stable, used for shine and softness.
Secondary ingredientLower 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 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
-
11
Plantago Major Leaf Extract
- botanical extract
-
12
Bambusa Vulgaris Leaf/Stem Extract
- botanical extract
-
13
Butyrospermum Parkii (Shea) Nut Extract
- botanical extract
-
14
Citrullus Vulgaris Seed Extract
- botanical extract
-
15
Citrullus Lanatus (Watermelon) Fruit Extract
- botanical extract
-
16
Adansonia Digitata Fruit Extract
- botanical extract
- ▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
-
17
Tocopheryl Acetate
- antioxidant
- vitamin
-
18
Polyquaternium-10
General function
A cellulose-based conditioning polymer that leaves a thin, static-reducing film. Very common in shampoos as the ingredient that keeps them from stripping.
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 suitCurls or waves needing flexible holdCationic 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 hairA cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.
May suitMaximum-hold stylingFilm 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
-
19
Phenoxyethanol
- preservative
-
20
Benzoic Acid
- preservative
-
21
Ethylhexylglycerin
General function
A preservative booster that also adds a little softness. Almost always paired with phenoxyethanol.
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 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.
- preservative
- emollient
-
22
Glycereth-2 Cocoate
General function
A coconut-derived emulsifier that softens a cleansing base.
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 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.
- emulsifier
- emollient
-
23
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 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
-
24
Caramel Liquid # 1884
- colourant
-
25
Linalool
General function
A floral fragrance component listed separately as a recognised contact allergen.
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 not suitFragrance-sensitive routinesOne of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
- fragrance
- named fragrance allergen
What the whole list adds up to
- 7 botanical extracts
- 6 emollients
- 3 cleansers
- 3 preservatives
- 2 amphoteric cleansers
- 2 secondary cleansers
- 2 oils
- 2 fragrances
- 1 solvent
- 1 olefin sulfonate cleanser
- 1 humectant
- 1 opacifier
- 1 light ester
- 1 antioxidant
Ingredient list captured 2026-08-22. Formulas change — check the package in your hand when an ingredient matters to you.
Price · 12 oz
Seen at
$13.69
Good value under
$10
Priced above the products that do the same job. Stores sell it above the $10 line; products that do this job typically go for about $11 at this size.
Show the price ladder
Where we’ve seen it3 listings · 3 stores
-
Design Essentials (brand DTC site)
$12.9912 oz · $1.08/ozAug 22Lowest per oz
-
Target
$13.6912 oz · $1.14/ozAug 30
-
Walmart
$95.0012 oz · $7.92/ozAug 30
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
- 12 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 $13.69 is the price we have observed for the 12 oz. We need three stores before we call a price commonly seen.
- Good value under $10 comes from the 7 products we score as doing the same job as this one. A quarter of them cost less than $0.85/oz; at 12 oz that is $10. Under that line you are paying less than most of them.
- About $11 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 12 oz.
Formula
8
Formula score
8 of 10
The formula carries what a shampoo is built around, and 5 products we score as close matches cost at least a quarter less per ounce. The difference is buying the label, not a different formula.
How the score is counted
- 5 products we score as doing the same job cost less per ounce
- Costs more per ounce than 92% 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.
MatrixLighter feel
Total Results Glow Mania Color Protecting Shampoo
$0.84/oz $3.69/oz less
- Sulfate-free
- Protein-free
- Deep clean
- Function
- Also
MatrixLighter feel
Mega Sleek Anti-Frizz Smoothing Shampoo
$0.85/oz $3.68/oz less
- Sulfate-free
- Protein-free
- Deep clean
- Function
- Also
CantuLowest cost per oz
Mens 2 in 1 Hair & Body Wash
$0.37/oz $4.16/oz less
- Sulfate-free
- Protein-free
- Deep clean
- Function
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 costBest user
Colour-treated hair, looking for washing without sulfates and a protein-free formula
Biggest tradeoff
Less suited to anyone sensitive to fragrance, dry or damaged hair, or soft, over-stretchy hair that needs protein
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
0
Potential conflictFormula works against claim
Perfect for removing granules from the Herbal Pre-Wash Masque
This is a marketing claim; an ingredient list cannot speak to it.
—
Stated by brand
Can’t be confirmed from label.
Ideal first step to achieving stronger, smoother, more resilient strands
No protein or bond ingredient appears in the list.
- Polyquaternium-10
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.
Reviewers consistently describe hair feeling notably soft and easy to detangle immediately after washing, several calling it gentler than other cleansing shampoos they've used.
Several reviewers reference a stylist or in-store beauty consultant recommending it, suggesting professional/salon credibility drives trial.
The thick texture and pleasant lather are specifically called out.
At least one reviewer wishes there were a rinse-out conditioner in the line rather than only a leave-in, confirming the African Chebe line currently has no standalone conditioner.
corroborates the LINE-SWEEP enumeration findingMore from Design Essentials
- Agave & Lavender Moisturizing & Detangling Conditioner
- Almond & Avocado Moisturizing & Detangling Conditioner
- Almond Butter Express Instant Moisturizing Conditioner
- Milk & Honey 6N1 Reconstructive Conditioner
- Peppermint & Aloe Soothing Scalp Care Conditioner
- Rosemary & Mint Stimulating Super Moisturizing Conditioner
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.
- 3 sources consulted for this product (3 manufacturer or regulatory, 0 retailer, 0 editorial), last checked 2026-08-25.
- Ingredient references are linked for 7 of 13 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.