Shampoo / Clarifying, deep-cleaning
Scent:
The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.
Strength: Strong
Manufacturer page: itsa10haircare.com
Personal fit
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The rest of what your plan weighs on this product.
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Your avoid-list
Upper-mid price for a shampoo
$2.60/oz at 10 oz — more than 69% of the 805 shampoos , which mostly run $0.81–3.01/oz. The cost less.
Great for
Maybe skip if
What the formula actually does
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.
Removes oil, buildup, and most residue — a reset wash.
Thick foam that spreads quickly through the hair.
Conditioning agents are present, lower in the list.
Humectants in the working part of the formula.
No over-the-counter scalp active.
Chelators are present — they bind hard-water and pool minerals.
Water-insoluble silicones or waxes: a detergent wash is what removes them.
No protein or amino acids in the list.
Fragrance is listed; it sits below the working ingredients.
Ingredients that matter
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 |
| Sodium Lauroyl Methyl Isethionate | mild anionic cleanser | — | Cleanses |
| Sodium C14-16 Olefin Sulfonate | olefin sulfonate cleanser | — | Cleanses |
| Cocamidopropyl Betaine | amphoteric cleanser | — | Cleanses |
| Sodium Cocoyl Glycinate | mild anionic cleanser | — | Cleanses |
| Lauramide DIPA | secondary cleanser | Softens the main detergent | Cleanses |
| Acrylates Copolymer | film former | Lays down the film that holds a shape | Holds |
| Divinyldimethicone/Dimethicone Copolymer | silicone | Smooths the cuticle and adds shine | Buildup |
| FragranceFragrance (Parfum) | fragrance | The scent | Fragrance |
| Silicone Quaternium-16 | silicone | A little smoothing and shine | Buildup |
| Silicone Quaternium-22 | silicone | A little smoothing and shine | Buildup |
| Hexamethylindanopyran | fragrance | The scent | Fragrance |
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.
The base of almost every rinse-off and cream hair product. It carries everything else and is normally the first ingredient on the label.
Listed in the first three ingredients, it is likely a structural part of this formula.
A gentle, dense-lathering cleanser used as the primary detergent in many sulfate-free shampoos.
Listed in the first three ingredients, it is likely a structural part of this formula.
The detergent class most curl routines are built around: it lathers and cleanses without stripping the strand back to bare.
A gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.
Cleanses with less sebum removal than a sulfate detergent, so hair that is short of moisture keeps more of it through the wash.
A strong non-sulfate detergent used in "sulfate-free" shampoos. It cleans about as thoroughly as a sulfate despite the label difference.
Listed in the first three ingredients, it is likely a structural part of this formula.
A strong detergent with no sulfate on the label. It removes deposited films about as completely as a sulfate does.
Sulfate-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.
A mild coconut-derived co-cleanser that boosts foam and softens the effect of stronger detergents. It appears in most shampoos, gentle or not.
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
Mild cleansing leaves more surface lubrication in place on hair that dries out quickly.
The mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.
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.
A mild amino-acid cleanser with quick, light foam.
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
The detergent class most curl routines are built around: it lathers and cleanses without stripping the strand back to bare.
A gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.
Cleanses with less sebum removal than a sulfate detergent, so hair that is short of moisture keeps more of it through the wash.
A coconut-derived foam stabiliser and thickener.
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
A hold polymer that forms a firm, humidity-resistant film. It is the usual source of a hard cast in gels.
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
A set polymer film is a physical barrier to humidity, so a style keeps its shape longer in damp conditions.
Synthetic film formers dry into a continuous film, which is what holds a shape against movement and against humid air.
Some acrylate copolymers rinse with water and some need a detergent; the label alone does not say which one a formula used.
A silicone network that forms a smoothing film with better staying power than plain dimethicone.
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
A surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
Lays a smooth film along the cuticle, which lowers combing friction and flattens the surface irregularities that read as frizz.
Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
A mild cleanser used to soften a formula built on stronger detergents.
Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.
The detergent class most curl routines are built around: it lathers and cleanses without stripping the strand back to bare.
A gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.
Cleanses with less sebum removal than a sulfate detergent, so hair that is short of moisture keeps more of it through the wash.
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.
Lower in the ordered portion of the list, it is more likely playing a supporting role than defining the formula.
High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.
Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
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.
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.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Declared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
A wax that gives shampoo its pearly look and a slightly richer feel.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
A moderate cleanser that foams well without the stripping reputation of sulfates.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
The detergent class most curl routines are built around: it lathers and cleanses without stripping the strand back to bare.
A gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.
Cleanses with less sebum removal than a sulfate detergent, so hair that is short of moisture keeps more of it through the wash.
A moisture-binding ingredient that occurs naturally in hair and skin.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.
Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
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.
A conditioning polymer made from guar bean gum. It deposits during rinsing, which is why sulfate shampoos can still leave hair soft.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Gums thicken and set soft, which gives definition that bends rather than a rigid cast.
Cationic conditioners bind to the negatively charged damaged cuticle, laying it flat and cutting the friction that causes combing breakage.
A styling polymer dries into a film across the strands, which is what makes a shape hold instead of relax.
A conditioning silicone that binds where hair is damaged, for smoothing and heat protection.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
A surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
Amino-functional silicone carries a positive charge, so it binds where the cuticle is worn rather than coating evenly. Damaged areas get most of it.
Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
A conditioning silicone used for durable smoothing and slip.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
A surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.
Amino-functional silicone carries a positive charge, so it binds where the cuticle is worn rather than coating evenly. Damaged areas get most of it.
Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
A preservative booster that also adds a little softness. Almost always paired with phenoxyethanol.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
A cationic conditioning agent: an amidoamine salt that attaches to the negatively charged hair surface to cut combing friction and static. Milder and less substantive than a quaternary ammonium conditioner.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
A cationic conditioning agent: it binds to the damaged, negatively charged parts of the cuticle and lowers combing friction there.
The class that does the detangling in a conditioner. It deposits lubrication where the cuticle is worn.
Substantive by design. A routine with no detergent wash gives it nothing to leave with.
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.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
It hydrates without adding oil or a film, which is the combination fine hair usually needs.
Deposits a lubricating layer that makes combing easier, which is most of what stops mechanical damage adding to frizz.
A humectant that also penetrates the cuticle, so it holds water inside the strand rather than only on the surface.
Grabs metal ions from hard water so they cannot dull the hair or destabilise the formula.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Binds the calcium and magnesium in hard water, which is what stops mineral deposits accumulating on the strand wash after wash.
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.
A liquid fatty alcohol used for slip and to keep a formula fluid.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
The 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.
Deposits with the cationic conditioners and helps them lie flat along the strand, which is where the detangling actually comes from.
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.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Holds hard-water minerals in solution so they rinse away instead of depositing on the 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.
Where a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.
A fermented sugar polymer that holds water and leaves a soft film. Used for a soothing, hydrated feel.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
A polysaccharide film stays softer than a synthetic one as it dries, which is what leaves a curl defined but still able to move.
A soft film binds neighbouring strands together, which is most of what keeps flyaways lying down without stiffness.
Humectants bind water into the strand, and water — not oil — is what makes dry hair flexible instead of brittle.
The oil pressed from Plukenetia Volubilis. 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.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Coats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.
A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
A strong base used in trace amounts to raise pH; fully neutralised in the finished product.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
The alkali half of a pH-adjusting pair, used in small amounts to bring a formula up to its target rather than to make it alkaline. Alkaline conditions raise the fibre's surface charge and lift the scales — but the finished pH is not on the label.
A synthetic musk used as a long-lasting fragrance base note.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Declared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
A floral fragrance component listed separately as a recognised contact allergen.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
One 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.
A synthetic musk or woody-amber note used as a fragrance base.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Declared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
Ingredient list captured 2026-08-22. Formulas change — check the package in your hand when an ingredient matters to you.
Price · 10 oz
Priced above the products that do the same job. Stores sell it above the $12 line; products that do this job typically go for about $15 at this size.
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.
Formula
The formula carries the systems a shampoo is built around, and it sits in the middle of the range for shampoos per ounce.
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.
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
Colour-treated hair — for washing without sulfates and a protein-free formula
Worth skipping for anyone sensitive to fragrance, curly-method routines, or dry or damaged hair
Consider Kristin Ess High Gloss 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
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.
The Styled-to-Perfection Shine that Starts In Your Shower
The formula carries a recognised shine system — silicone, oil, or light ester.
Reflects light for visible shine.
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
Recurring themes our researchers wrote in their own words from sourced reviews. We do not store or scrape star ratings.
Several reviewers say it does not weigh fine/thin hair down, contrasting it favorably with other shampoos that did
fine/thin-haired reviewersReviewers consistently describe hair as smoother, shinier, and easier to detangle after use
general/mixed hair typesSome reviewers report the bottle/cap sticker seal fails in shipping and product leaks in transit
repeat DTC purchasers commenting on shipping/packagingStrong, pleasant fragrance is repeatedly praised, though at least one reviewer found the scent/product "too much" for their hair
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