It's a 10 Miracle Daily Shampoo Plus Keratin — container, alternate view

Sizes & containers

10 fl oz

2 fl ozTravel size

10 fl oz · Usually $25–$26 · UPC 898571000372

It's a 10

Miracle Daily Shampoo Plus Keratin

Shampoo / Clarifying, deep-cleaning

Shampoo
Sulfate-free
Lightweight
Not vegan · ingredient list

Size10 fl ozusual store size · 2 sizes

Price$25–26 Good valuecommonly seen · 10 oz

Price / oz$2.50/ozat 10 oz

Where to buy7 stores · $23.40–26.99

Add it to your products. We’ll tell you if it’s ever recalled.

Scent:

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

Manufacturer page: itsa10haircare.com

Personal fit

Is this right for you?

Factor Your profile Fit

Best for hair types All types Not in your profile

Moisture level Low Not in your profile

Cleansing strength Strong Not in your profile

Slip / detangling Moderate Not in your profile

Weight on hair Light Not in your profile

Fragrance Present Not in your profile

Protein Minor Not in your profile

Silicone / wax buildup High Not in your profile

Clarifying wash needed Moderate 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 Present Not in your profile

Essential oils None listed Not in your profile

Fast-drying alcohol None Not in your profile

Vegan / cruelty-free Not vegan · ingredient list Not in your profile

Animal-derived ingredients Not vegan · ingredient list Not in your profile

Heavy humectants Not heavy Not in your profile

Hard-water defence High Not in your profile

UV filter Present Not in your profile

pH adjusted Adjusted Not in your profile

Ingredient list 38 ingredientsA long list Not in your profile

Price tier Salon Not in your profile

Where to buy it Brand websiteOne channel 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.

Upper-mid price for a shampoo

$2.50/oz at 10 oz, more than 68% of the 1544 shampoos , which mostly run $0.79–3.04/oz.

Price and stores

Great for

Colour-treated hairthat fades faster in a sulfate wash

Fast-oiling scalpsthat need a real reset wash

Hard waterand swimmers dealing with mineral deposit

Fine hairthat flattens under most products

Very dry hairno fast-drying alcohol in the list

Sun and colour fadea UV filter is in the list

Maybe skip if

this product has a scent

Curly-method routinesthese silicones need a detergent to remove

Dry or damaged haira strong detergent system strips as it cleans

Vegan and cruelty-freeour record does not support both claims here

Tight budgetsit sits in the upper price tiers

Picking it up locallywe’ve only seen it sold in one channel

How much cleansing you need depends on how fast your scalp gets oily, how much product you layer and your water. The consultation works that out.

What the formula actually does

Read from the label, not the marketing

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

Cleansing strength Strong

A reset wash that removes oil, buildup, and most residue.

Expected lather Moderate

An ordinary shampoo lather.

Slip and detangling Moderate

Conditioning agents are present, lower in the list.

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 Chelators present

Contains chelators, which bind hard-water and pool minerals.

Needs detergent to remove Yes

Water-insoluble silicones or waxes: a detergent wash is what removes them.

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. 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
WaterWater (Aqua, Eau)	solvent	The base everything else is dissolved in	Neutral
Sodium Lauroyl Methyl Isethionate	mild anionic cleanser	—	Cleanses
Sodium Cocoyl Isethionate	mild anionic cleanser	—	Cleanses
Sodium Lauryl Sulfoacetate	mild anionic cleanser	—	Cleanses
Decyl Glucoside	nonionic cleanser	—	Cleanses
Disodium Laureth Sulfosuccinate	mild anionic cleanser	—	Cleanses
Cocamide MIPA	secondary cleanser	Softens the main detergent	Cleanses
Acrylates Copolymer	film former	Lays down the film that holds a shape	Holds
FragranceFragrance (Parfum)	fragrance	The scent	Fragrance
Amodimethicone	silicone	A little smoothing and shine	Buildup
Divinyldimethicone/Dimethicone Copolymer	silicone	A little smoothing and shine	Buildup
Keratin Amino Acids	protein	A small amount of protein	Protein

What the list leaves out, and what it carriesNo sulfates or drying alcohols. Contains fragrance. The silicones here need a detergent wash to come off. Chelators for hard water.

Full ingredient list (38)

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 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 Sodium Lauroyl Methyl Isethionate

General function
A gentle, dense-lathering cleanser used as the primary detergent in many sulfate-free shampoos.

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
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 Sodium Lauryl Sulfoacetate

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

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.

PubChem
- mild anionic cleanser
- cleanser
5 Decyl Glucoside

General function
A sugar-derived, low-foam cleanser used in gentle and curly-method shampoos.

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
A sugar-derived non-ionic detergent, among the gentlest in use. It cleanses with little foam of its own and little sebum removal.

May not suitBuild-up-sensitive routines
Gentle cleansing leaves water-insoluble deposits largely in place; they come off with a stronger wash, not this one.

PubChem
- nonionic cleanser
- cleanser
6 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
7 Cocamide MIPA

General function
A coconut-derived thickener that stabilises shampoo foam and gives the liquid its body.

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
A sugar-derived non-ionic detergent, among the gentlest in use. It cleanses with little foam of its own and little sebum removal.

May not suitBuild-up-sensitive routines
Gentle cleansing leaves water-insoluble deposits largely in place; they come off with a stronger wash, not this one.
- secondary cleanser
- nonionic cleanser
- thickener
8 Acrylates Copolymer

General function
A hold polymer that forms a firm, humidity-resistant film. It is the usual source of a hard cast in gels.

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

May suitClimate-sensitive or frizz-prone hair
A set polymer film is a physical barrier to humidity, so a style keeps its shape longer in damp conditions.

May suitMaximum-hold styling
Synthetic film formers dry into a continuous film, which is what holds a shape against movement and against humid air.

DependsBuild-up-sensitive routines
Some acrylate copolymers rinse with water and some need a detergent; the label alone does not say which one a formula used.
- film former
- polymer
9 Guar Hydroxypropyltrimonium Chloride

General function
A conditioning polymer made from guar bean gum. It deposits during rinsing, which is why sulfate shampoos can still leave hair soft.

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

May suitCurls or waves needing flexible hold
Gums thicken and set soft, which gives definition that bends rather than a rigid cast.

May suitFrizz-prone, damaged, or high-friction hair
Cationic conditioners bind to the negatively charged damaged cuticle, laying it flat and cutting the friction that causes combing breakage.

May suitMaximum-hold styling
A styling polymer dries into a film across the strands, which is what makes a shape hold instead of relax.
- conditioning agent
- polymer
- gum
▾Below about here, the order stops meaning much. These are usually used at 1% or less.
10 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
11 Glycol Distearate

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

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

May suitFrizz-prone, damaged, or high-friction hair
Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.

PubChem
- opacifier
- emollient
12 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
13 Sodium Hydroxide

General function
A strong base used in trace amounts to raise pH; fully neutralised in the finished product.

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

DependsFrizz-prone, damaged, or high-friction hair
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.

International Journal of Trichology
- pH adjuster
14 Dihydroxypropyl Peg-5 Linoleammonium Chloride
- emulsifier
15 Amodimethicone

General function
A silicone modified to stick where hair is damaged, so it smooths selectively instead of coating everything. It resists rinsing more than plain dimethicone.

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 suitClimate-sensitive or frizz-prone hair
A surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.

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

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.

International Journal of Trichology
- silicone
- conditioning agent
- film former
16 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
17 Glycereth-26

General function
A glycerin derivative used as a light humectant and carrier.

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 suitFine or easily flattened hair
Light and water-binding rather than oily, so it adds less weight than oils or butters do.

May suitVery dry or highly damaged hair
A small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.

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.
- humectant
- solvent
18 Lauryl Alcohol

General function
A short-chain fatty alcohol used to build texture and add a light smoothing layer.

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
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.

May suitFrizz-prone, damaged, or high-friction hair
Deposits with the cationic conditioners and helps them lie flat along the strand, which is where the detangling actually comes from.

PubChem
- fatty alcohol
- emollient
19 Divinyldimethicone/Dimethicone Copolymer

General function
A silicone network that forms a smoothing film with better staying power than plain dimethicone.

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 suitClimate-sensitive or frizz-prone hair
A surface film slows how quickly humidity reaches the cortex, which is what limits swelling-driven frizz in damp air.

May suitFrizz-prone, damaged, or high-friction hair
Lays a smooth film along the cuticle, which lowers combing friction and flattens the surface irregularities that read as frizz.

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.
- silicone
- film former
20 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 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 suitFine or easily flattened hair
It hydrates without adding oil or a film, which is the combination fine hair usually needs.

May suitFrizz-prone, damaged, or high-friction hair
Deposits a lubricating layer that makes combing easier, which is most of what stops mechanical damage adding to frizz.

May suitVery dry or highly damaged hair
A humectant that also penetrates the cuticle, so it holds water inside the strand rather than only on the surface.

PubChem
- humectant
- conditioning agent
- vitamin
21 C11-15 Alketh-7
- emulsifier
- solubilizer
22 Laureth-9
- emulsifier
- solubilizer
23 Glycerin

General function
Glycerin, also called glycerol, attracts moisture and mixes completely with water.

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

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
24 Trideceth-12
- emulsifier
- solubilizer
25 c12-13 alketh-23
- emulsifier
26 c12-13 alketh-3
- emulsifier
27 Methylchloroisothiazolinone
- isothiazolinone
- preservative
28 Cinnamidopropyltrimonium Chloride

General function
A conditioning agent that binds to hair and is also used to help shield it from sun exposure.

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
A cationic conditioning agent: it binds to the damaged, negatively charged parts of the cuticle and lowers combing friction there.

May suitGray, silver, or brass-prone hair
Sunlight oxidises hair pigment, and on gray, silver or lightened hair that shows up as yellowing. A UV filter on the label absorbs some of the light that drives it.

May suitVery dry or highly damaged hair
The class that does the detangling in a conditioner. It deposits lubrication where the cuticle is worn.
- conditioning agent
- UV filter
29 Methylisothiazolinone
- isothiazolinone
- preservative
30 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
31 Hydrolyzed Keratin

General function
Fragments of the same protein hair is made of. They fill gaps on damaged strands and make hair feel firmer for a few washes.

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.

DependsCurls or waves needing flexible hold
How rigid the finish is depends on which polymer it is and what the formula pairs with it, not on there being one.

International Journal of Cosmetic Science
- film former
- protein
- hydrolysed protein
32 Citric Acid

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

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

May suitBuild-up-sensitive routines
Holds hard-water minerals in solution so they rinse away instead of depositing on the hair.

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

May suitGray, silver, or brass-prone hair
Where a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.

International Journal of Trichology
- pH adjuster
- hard-water chelator
33 Disodium EDTA

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

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

May suitBuild-up-sensitive routines
Binds the calcium and magnesium in hard water, which is what stops mineral deposits accumulating on the strand wash after wash.

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

PubChem
- hard-water chelator
34 Linalool

General function
A floral fragrance component listed separately as a recognised contact allergen.

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
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.

PubChem
- fragrance
- named fragrance allergen
35 Hexyl Cinnamal

General function
A jasmine-like fragrance component named separately as a recognised allergen.

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
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.

PubChem
- fragrance
- named fragrance allergen
36 Alpha-Isomethyl Ionone

General function
A violet-like fragrance component named separately as a recognised allergen.

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
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.

PubChem
- fragrance
- named fragrance allergen
37 Yellow 5 · Yellow 5 (CI 19140)

General function
A certified colour added to tint the product itself. It does not colour 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 suitGray, silver, or brass-prone hair
A violet or blue colorant sits opposite yellow on the colour wheel, so a trace of it deposited on the surface makes a warm cast read cooler. It washes out over the following few washes.
- colourant
38 Red 4 (Ci 14700)

General function
A certified colour that tints the product itself. It does not colour 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 suitGray, silver, or brass-prone hair
A violet or blue colorant sits opposite yellow on the colour wheel, so a trace of it deposited on the surface makes a warm cast read cooler. It washes out over the following few washes.
- colourant

What the whole list adds up to

6 cleansers
6 emulsifiers
5 mild anionic cleansers
5 film formers
4 fragrances
3 polymers
3 conditioning agents
3 humectants
3 solubilizers
3 named fragrance allergens
2 solvents
2 nonionic cleansers
2 emollients
2 pH adjusters

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

Price · 10 oz

Commonly seen $25–26 Midpoint $25 · 6 stores · checked Oct 31

Good value under $29 Under $2.91/oz it costs less than three-quarters of the 8 products we score as doing the same job

Usually a good value. Most stores sell it under the $29 line, and products that do this job typically go for about $36 at this size.

Show the price ladder

Price for 10 ozlower is better

Where we’ve seen it7 listings · 7 stores

JCPenney
$23.40

10 oz · $2.34/oz

Aug 30Lowest per ozSale · was $26.00
Walmart
$24.97

10.1 oz · $2.47/oz

Oct 31
Nordstrom Rack
$25.00

10 oz · $2.50/oz

Oct 31
Ulta Beauty
$25.00

10 oz · $2.50/oz

Aug 30
It's a 10 Haircare (DTC)
$26.00

10 oz · $2.60/oz

Aug 22
It's A 10 Haircare
$26.00

10 oz · $2.60/oz

Oct 31
CVS
$26.99

10 oz · $2.70/oz

Oct 31

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

10 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 10 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 $29 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $2.91/oz; at 10 oz that is $29. Under that line you are paying less than most of them.
About $36 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 10 oz.

Formula

Formula score

9 of 10

The formula carries the systems a shampoo is built around, and it sits in the middle of the range for shampoos per ounce.

How the score is counted

1 products we score as doing the same job cost less per ounce
Costs more per ounce than 68% of the 1544 shampoos we’ve priced
Covers 6 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 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.

L'Oreal ParisLowest cost per oz EverPure Sulfate-Free Simply Clean Shampoo $1.41/oz $1.09/oz less

Fragrance-free
Sulfate-free
Protein-free

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Function: Protein
Also: Vegan
Drugstore tier
8.5 oz bottle

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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?

Good for the right person

Best user

Colour-treated hair, for washing without sulfates and a proper reset wash

Biggest tradeoff

Less suited to anyone sensitive to fragrance, curly-method routines, or dry or damaged hair

Best alternative if not

L'Oreal Paris EverPure Sulfate-Free Simply Clean 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.

SupportedBacked by ingredients

Partly supportedSome supporting logic

Stated by brandNo clear evidence

Potential conflictFormula works against claim

delivers the intense conditioning and protection of keratin protein in a simple daily shampoo

A protein or amino acid appears in the ingredient list.

—

Supported

The named ingredient is really there.

protects color, shields against environmental damage, and leaves hair bouncier and softer with every use

It avoids sulfate detergents, which are the usual cause of fast fade.

Guar Hydroxypropyltrimonium Chloride
Polyquaternium-7

Supported

Less fade per wash.

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.

A rich, concentrated formula that reviewers say lasts a long time with small amounts per wash

reviewers with longer/thicker hair noting bottle longevity

Reviewers repeatedly describe hair feeling notably smooth, soft, and clean after use, often calling it their favorite shampoo

general reviewers, several long-term repeat buyers

Reviewers with fine or thinning hair specifically credit it with added volume and body, sometimes on a hairdresser's recommendation

reviewers self-describing hair loss or fine/wavy hair

A minority of reviewers report the opposite of the brand's claims, describing hair left greasy after use

isolated negative reviewer, no hair-type context given

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.
5 sources consulted for this product (5 manufacturer or regulatory, 0 retailer, 0 editorial), last checked 2026-08-25.
Ingredient references are linked for 15 of 29 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 2026-08-25.