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JVN

Nurture Hydrating Shampoo

Shampoo / Everyday cleanser, balanced

  • Shampoo
  • Sulfate-free
  • Silicone-free
  • Protein-free
  • Vegan · brand states
  • Cruelty-free · brand states
Size10 fl oz (295 ml)
Priceabout $24commonly seen · 10 oz
Price / oz$2.40/ozat 10 oz
Where to buy7 stores · $24.00–34.51

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.

“An accord of amber woods and musk brings luminous warmth to a blend of balmy summer flowers, rounded by touches of crisp apple and violet leaf” (Brand page)

Manufacturer page: jvnhair.com

Personal fit

Is this right for you?

Complete the consultation to see how well this product fits your hair and your goals. With 6,000+ products in our library, we can match you to the right ones.

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  • Your goals, scalp, damage history, water, budget, and scent preferences all shape your plan.

$49 with 60 days of follow-up questions and plan updates

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Upper-mid price for a shampoo

$2.40/oz at 10 oz, more than 66% of the 1544 shampoos , which mostly run $0.79–3.04/oz. The cost less.

Price and stores

Great for

Colour-treated hairthat fades faster in a sulfate wash
Protein-sensitive hairthat stiffens when protein is added
Dry, thirsty hairhumectants and emollients both sit up front
Curly-method routinesno sulfates and no water-insoluble silicones
Hard waterand swimmers dealing with mineral deposit
Silicone-free routinesno silicones appear in the list

Maybe skip if

this product has a scent
Hair that needs proteinthere is none in this list
Dry or very humid airwhere heavy humectants work against you

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 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: binding water is one of its main jobs.

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 No

Nothing here needs a detergent wash to remove.

Protein None

No protein or amino acids in the list.

Fragrance Present

Fragrance is listed; it sits below the working ingredients.

from the formula stated by the brand reported by reviewers Scale: 1 dot low · 5 dots high, within this product type.

Ingredients that matter

The ingredients that change a decision

The workhorse ingredients, plus anything lower down that changes a decision. The chips name what an ingredient does. They are not safety scores, and no ingredient here is rated good or bad on its own.

IngredientWhat it doesWhy it mattersChip
WaterWater/Aqua/Eau solvent The base everything else is dissolved in Neutral
Aloe Barbadensis Leaf Juice humectant Pulls water into the hair Moisturizes
Sodium Methyl Cocoyl Taurate mild anionic cleanser — Cleanses
Cocamidopropyl Hydroxysultaine amphoteric cleanser — Cleanses
Lauryl Glucoside nonionic cleanser — Cleanses
Glyceryl Stearate Se emulsifier Keeps oil and water mixed Softens
Coco-Glucoside nonionic cleanser — Cleanses
Hydrogenated Farnesene emollient Softens and smooths the strand Softens
Citrus Reticulata (Tangerine) Peel Oil fragrance The scent Fragrance
FragranceFragrance/Parfum fragrance The scent Fragrance
What the list leaves out, and what it carriesThe list carries no sulfates, silicones, or drying alcohols. No protein: a moisture formula, not a repair one. Fragrance is on the label. Hard-water chelators are present.
Full ingredient list (22)

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 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.

    Leading ingredient

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

    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
  • 3 Sodium Methyl Cocoyl Taurate
    General function

    A mild cleanser that keeps foaming in hard water and rinses cleanly.

    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 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
  • 5 Lauryl Glucoside
    General function

    A mild sugar-derived cleanser with a soft, low lather.

    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 Glyceryl Stearate Se
    General function

    A self-emulsifying version of glyceryl stearate that builds a cream on its own.

    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
    • emulsifier
    • emollient
  • 7 Coco-Glucoside
    General function

    A sugar-derived, low-foaming 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
  • 8 Hydrogenated Farnesene
    General function

    A sugarcane-derived light emollient used as a plant alternative to silicone.

    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.

    • emollient
  • 9 Squalane
    General function

    The fully hydrogenated form of squalene, now made from olive or sugarcane rather than shark liver. Hydrogenation is what makes it so slow to oxidise; it spreads very lightly and absorbs without a greasy film.

    Secondary ingredient

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

    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.

    PubChem
    • emollient
    • conditioning agent
  • 10 Glycerin
    General function

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

    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

    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
  • 11 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.

    Secondary ingredient

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

    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
  • 12 Pyrus Malus (Apple) Fruit Extract
    • botanical extract
  • 13 Glyceryl Oleate
    General function

    An emulsifier that also softens, often added to make a cleanser feel less stripping.

    Secondary ingredient

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

    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.

    • emulsifier
    • emollient
  • 14 Sorbitan Oleate Decylglucoside Crosspolymer
    • emulsifier
  • 15 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.
  • 16 Citrus Reticulata (Tangerine) Peel Oil
    General function

    The essential oil of Tangerine (Citrus Reticulata). 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
  • 17 Sodium Gluconate
    General function

    A gentle, biodegradable chelator that binds hard-water minerals in place of EDTA.

    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
  • 18 Sodium Levulinate
    • preservative
  • 19 Sodium Chloride
    • salt
    • thickener
  • 20 Potassium Sorbate
    • preservative
  • 21 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
  • 22 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

What the whole list adds up to

  • 4 cleansers
  • 4 emollients
  • 3 humectants
  • 3 botanical extracts
  • 3 emulsifiers
  • 2 gums
  • 2 nonionic cleansers
  • 2 conditioning agents
  • 2 fragrances
  • 2 hard-water chelators
  • 2 preservatives
  • 1 solvent
  • 1 mild anionic cleanser
  • 1 amphoteric cleanser

Ingredient list captured 2026-09-21. Formulas change, so check the package in your hand when an ingredient matters to you.

Price · 10 oz

Commonly seen about $24 Midpoint $24 · 6 stores · checked Oct 7
Good value under $12 Under $1.20/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 $12 line; products that do this job typically go for about $17 at this size.

Show the price ladder
Where we’ve seen it9 listings · 7 stores

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
  1. 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.
  2. 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.
  3. Good value under $12 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $1.20/oz; at 10 oz that is $12. Under that line you are paying less than most of them.
  4. About $17 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 10 oz.

Formula

Formula score
10 of 10

A complete formula at an ordinary price: mid-range per ounce among shampoos, with the working systems in place.

How the score is counted
  • 4 products that do the same job cost less per ounce
  • Costs more per ounce than 66% of the 1544 shampoos we’ve priced
  • Covers 7 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.

HonestSame function Disney's Mickey Mouse Shampoo + Body Wash, Comfort $1.20/oz $1.20/oz less
  • Sulfate-free
  • Protein-free
  • Curly method
Differs
  • Sweet scent
  • Drugstore tier
Compare
HonestLowest cost per oz Baby Shampoo + Body Wash, Sensitive $1.15/oz $1.25/oz less
  • Fragrance-free
  • Unscented
  • Sulfate-free
· Same function
Differs
  • Unscented
  • Drugstore tier
Compare
HonestSame function Baby Shampoo + Body Wash, Refresh $1.20/oz $1.20/oz less
  • Sulfate-free
  • Protein-free
  • Curly method
Differs
  • Citrus scent
  • Drugstore tier
Compare

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

Suits every hair pattern

Final decision

Should you buy it?

A solid pick for the hair it suits
Best user

Colour-treated hair, for washing without sulfates and a protein-free formula

Biggest tradeoff

Not ideal for anyone sensitive to fragrance, soft, over-stretchy hair that needs protein, or very dry or very humid climates

Best alternative if not

Honest Disney's Mickey Mouse Shampoo + Body Wash, Comfort, 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.

2
SupportedBacked by ingredients
2
Partly supportedSome supporting logic
0
Stated by brandNo clear evidence
0
Potential conflictFormula works against claim
Instantly hydrates & locks moisture in

Humectants or rich emollients sit in the first eight ingredients.

  • Aloe Barbadensis Leaf Juice
  • Glyceryl Stearate Se
  • Hydrogenated Farnesene
Supported

Helps hair feel hydrated.

Leaves hair more manageable & easier to comb

Conditioning agents are present, but low in the list.

  • Squalane
  • Panthenol
  • Guar Hydroxypropyltrimonium Chloride
Partly supported

A little slip, not a lot.

Deeply hydrates without weighing hair down

Humectants or rich emollients sit in the first eight ingredients.

  • Aloe Barbadensis Leaf Juice
  • Glyceryl Stearate Se
  • Hydrogenated Farnesene
Supported

Helps hair feel hydrated.

Smooths, softens and reduces frizz

Oils and polymers can smooth a little; the stronger smoothing agents are not listed.

  • Guar Hydroxypropyltrimonium Chloride
Partly supported

Some smoothing, in dry air.

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.

Reviewers with medium to thick coarse hair report the shampoo adds volume, makes curls tighter and more defined, or improves curl bounce.

coarse or curly hair

Reviewers report the shampoo hydrates without leaving residue, with a clean, quick rinse that leaves hair shiny and manageable.

all hair types

Reviewers note the shampoo has low suds but effectively cleanses and hydrates hair with minimal product needed per wash.

formula performance

Reviewers who used the older purple bottle shampoo prefer its original scent and formula, noting the new blue bottle has a less pleasant smell and leaves hair feeling…

reformulation comparison

More from JVN

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.
  • 1 source consulted for this product (0 manufacturer or regulatory, 0 retailer, 1 editorial), last checked 2026-09-21.
  • Ingredient references are linked for 8 of 16 product-aware annotations on this page. Fit notes are general formulation guidance. They aren’t a verdict on the finished product or on you.
  • We haven’t tested this product in a lab, and we don’t physically test your hair. Formula readings come from the ingredient list. Claims about how it behaves are labelled as the brand's.
  • Ingredient order tells you relative amount only above roughly 1%. Prices are what we saw on the dates shown and can change.
  • Ingredient names link to our ingredient library, where each entry shows what it does, which product types use it, and where it usually sits on a label across everything we have researched.
  • This is cosmetic information, not medical advice, and nothing here diagnoses or treats a health condition.
  • Formula readings: derivation v23. Record last updated 2026-09-21.

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