Kristin Ess Moisture Rich Curl Shampoo — 10 oz container

Kristin Ess

Moisture Rich Curl Shampoo

Shampoo / Clarifying, deep-cleaning

Shampoo
Sulfate-free
Silicone-free
Protein-free
Vegan · label states
Cruelty-free · label states

Size10 fl oz (296 ml)

Priceabout $12commonly seen · 10 oz

Price / oz$1.20/ozat 10 oz

Where to buy4 stores · $11.97–12.00

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.

“Milky Santal: transparent jasmine, bourbon vanilla, blonde tobacco, sandalwood cream, ambrette seed” (Brand page)

Manufacturer page: kristinesshair.com

Personal fit

Is this right for you?

Factor Your profile Fit

Best for hair types Curly–Coily 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 Rich 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

Sulfates None listed Not in your profile

Show all 22 factors we check

The rest of what your plan weighs on this product.

Parabens / preservatives None of these listed Not in your profile

Essential oils None listed Not in your profile

Fast-drying alcohol None Not in your profile

Vegan / cruelty-free Vegan · label statesCruelty-free · label states Not in your profile

Animal-derived ingredients Vegan · label states Not in your profile

Heavy humectants Heavy Not in your profile

Hard-water defence High Not in your profile

UV filter None listed Not in your profile

pH adjusted Adjusted Not in your profile

Ingredient list 41 ingredientsA long list Not in your profile

Price tier Drugstore Not in your profile

Where to buy it Brand website · Specialty beauty 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.

Priced with its peers

$1.20/oz at 10 oz, less than 59% 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

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

Hard waterand swimmers dealing with mineral deposit

Maybe skip if

this product has a scent

Oily scalp or fine hairthat gets weighed down

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

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 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: 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.

Ingredient	What it does	Why it matters	Chip
Water	solvent	The base everything else is dissolved in	Neutral
Sodium C14-16 Olefin Sulfonate	olefin sulfonate cleanser	—	Cleanses
Cocamidopropyl Betaine	amphoteric cleanser	—	Cleanses
Propanediol	humectant	Pulls water into the hair	Moisturizes
Glycol Distearate	opacifier	Makes the product look creamy	Softens
Phenoxyethanol	preservative	Keeps the product from spoiling	Stabilizes
Glycine Soja (Soybean) OilGlycine Soja Oil	oil	A small amount of oil for softness	Softens
Ricinus Communis (Castor) Seed OilRicinus Communis Seed Oil	oil	A small amount of oil for softness	Softens
Hydroxyacetophenone	preservative	Keeps the product from spoiling	Stabilizes
Fragrance	fragrance	The scent	Fragrance
Benzyl Salicylate	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. Heavier butters sit in the working part of the list.

Full ingredient list (41)

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

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

May suitBuild-up-sensitive routines
A 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 hair
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.

PubChem
- olefin sulfonate cleanser
- cleanser
3 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.

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

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

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

DependsVery dry or highly damaged hair
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.

Indian Journal of Dermatology
- amphoteric cleanser
- secondary cleanser
- cleanser
4 Propanediol

General function
A corn-derived humectant and solvent, often chosen as a lighter-feeling alternative to propylene glycol.

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

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.

PubChem
- humectant
- solvent
5 Glycol Distearate

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

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

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

PubChem
- opacifier
- emollient
▾Below about here, the order stops meaning much. These are usually used at 1% or less.
6 Phenoxyethanol

General function
The most common modern preservative; it keeps the product free of bacteria and mould. It sits well below 1% of 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.
PubChem
- preservative
7 Glycine Soja (Soybean) Oil · Glycine Soja Oil

General function
A light plant oil used to soften and carry other oil-based ingredients.

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

May suitDry, coarse, or high-porosity hair
Coats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.

May suitFrizz-prone, damaged, or high-friction hair
A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
8 Ricinus Communis (Castor) Seed Oil · Ricinus Communis Seed Oil

General function
A thick, tacky oil used for sealing ends and for slick, held-down styles.

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

May suitDry, coarse, or high-porosity hair
Coats the surface and slows water leaving the strand, which is usually what coarse hair that dries out fast is missing.

May suitFrizz-prone, damaged, or high-friction hair
A thin oil layer lowers friction between strands and flattens the raised cuticle that scatters light and catches on its neighbours.
- oil
- emollient
9 Glycine Soja Sterols
10 Butyrospermum Parkii (Shea) Butter · Butyrospermum Parkii Butter

General function
A rich, solid plant butter used for heavy conditioning on coarse or dry hair. High in the list it makes a product decidedly heavy.

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
Coarse, porous hair loses water quickly and can carry the weight; a butter slows that loss more than a thin oil does.

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

May suitVery dry or highly damaged hair
A solid fat melts onto the strand at body temperature and stays there, which is the heaviest surface moisture-holding a formula can offer.
- butter
- emollient
- sealant
11 Arginine

General function
An amino acid that holds water and carries a positive charge, so it is drawn to damaged spots on the strand.

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.

DependsClimate-sensitive or frizz-prone hair
A humectant follows the air: it holds water in humid conditions and can give it up in very dry ones. Climate decides what it does more than the label does.

DependsProtein-sensitive hair
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.

PubChem
- amino acid
- humectant
12 Aspartic Acid

General function
An amino acid used for moisture binding and to help set an acidic pH.

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.

DependsFrizz-prone, damaged, or high-friction hair
pH adjusters are how a formula is brought to a chosen acidity, and an acidic formula keeps the cuticle lying flatter than an alkaline one. Which way this one moves the pH depends on the formula, and the finished pH is not on the label.

DependsProtein-sensitive hair
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
- amino acid
- pH adjuster
13 Sodium PCA · PCA

General function
A moisture-binding ingredient that occurs naturally in hair and skin.

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

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

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

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

PubChem
- humectant
14 Glycine

General function
The smallest amino acid in hair protein, added for moisture binding.

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.

PubChem
- amino acid
15 Alanine

General function
An amino acid found in hair protein, used in blends for moisture binding.

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.
- amino acid
16 Serine

General function
One of the amino acids that make up hair protein, added for water binding.

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.
- amino acid
17 Valine

General function
An amino acid used in hair conditioning blends.

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.
- amino acid
18 Isoleucine

General function
An amino acid used in conditioning blends that mimic hair's own protein.

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.
- amino acid
19 Proline

General function
An amino acid from hair protein, used in amino-acid conditioning blends.

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.
- amino acid
20 Threonine

General function
An amino acid used in conditioning blends for moisture binding.

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.
- amino acid
21 Histidine

General function
One of the amino acids that make up hair protein, added for moisture binding.

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.

PubChem
- amino acid
22 Phenylalanine

General function
An amino acid found in hair protein, used in conditioning blends.

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.
- amino acid
23 Lauryl Lactyl Lactate

General function
A plant-derived ester used for conditioning slip with a light 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 suitFine or easily flattened hair
A light emollient: it softens the surface with noticeably less weight than an oil or a butter.

May suitFrizz-prone, damaged, or high-friction hair
Spreads thin and lowers friction between strands without the heaviness of a fixed oil.
- light ester
- emollient
- conditioning agent
24 PEG-150 Distearate
- thickener
- emulsifier
25 Phospholipids

General function
Fat-and-water-loving lipids that help conditioning ingredients bind evenly to the strand.

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.
- emollient
- emulsifier
26 Hydroxyacetophenone
- preservative
- antioxidant
27 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
28 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 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
29 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.

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

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

May 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
30 Hydroxyethylcellulose

General function
A cellulose thickener that gives gels and conditioners their body and adds a soft, flexible film.

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
A polysaccharide film stays softer than a synthetic one as it dries, which is what leaves a curl defined but still able to move.

May suitFrizz-prone, damaged, or high-friction hair
A soft film binds neighbouring strands together, which is most of what helps flyaways lie down.

May not suitMaximum-hold styling
Gum films stay soft. A style that needs firm fixation usually wants a synthetic polymer doing the holding.

PubChem
- gum
- thickener
- film former
31 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
32 Sodium Glycolate
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 Glycolipids

General function
Sugar-and-fat molecules used as gentle, fermentation-derived emulsifiers and cleansers.

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.
- emulsifier
- emollient
35 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
36 Sodium Acetate

General function
A buffering salt used to hold the formula at a steady pH.

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
pH adjusters are how a formula is brought to a chosen acidity, and an acidic formula keeps the cuticle lying flatter than an alkaline one. Which way this one moves the pH depends on the formula, and the finished pH is not on the label.
- salt
- pH adjuster
37 Chloroacetic Acid
38 Cellulose

General function
Plant fibre used to thicken and give body to a 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 suitCurls or waves needing flexible hold
Gums thicken and set soft, which gives definition that bends rather than a rigid cast.
- thickener
- gum
39 Sodium PCA

General function
A moisture-binding ingredient that occurs naturally in hair and skin.

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

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

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

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

PubChem
- humectant
40 Sodium Lactate

General function
A salt of lactic acid used to hold moisture and steady the pH.

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

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

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

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

General function
A soft floral fragrance component listed 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

What the whole list adds up to

11 amino acids
7 emollients
6 humectants
5 pH adjusters
3 thickeners
3 emulsifiers
3 gums
2 solvents
2 cleansers
2 preservatives
2 oils
2 fragrances
2 hard-water chelators
1 olefin sulfonate cleanser

Ingredient list captured 2026-09-05. Formulas change, so check the package in your hand when an ingredient matters to you.

Price · 10 oz

Commonly seen about $12 Midpoint $11.99 · 3 stores · checked Sep 5

Good value under $9 Under $0.87/oz it costs less than three-quarters of the 7 products we score as doing the same job

Priced above the products that do the same job. Stores sell it above the $9 line; products that do this job typically go for about $25 at this size.

Show the price ladder

Price for 10 ozlower is better

Where we’ve seen it4 listings · 4 stores

Walmart
$11.97

10 oz · $1.20/oz

Sep 5Lowest per oz
Target
$11.99

10 oz · $1.20/oz

Sep 5
Ulta Beauty
$12.00

10 oz · $1.20/oz

Sep 5
Ulta Beauty (ulta.com)
$12.00

10 oz · $1.20/oz

Sep 5

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 $9 comes from the 7 products we score as doing the same job as this one. A quarter of them cost less than $0.87/oz; at 10 oz that is $9. Under that line you are paying less than most of them.
About $25 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

2 products that do the same job cost less per ounce
Costs less per ounce than 59% of the 1544 shampoos we’ve priced
Covers 7 of the 7 things a shampoo should do
Reviewers mention 3 recurring complaints

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.

Creme of NatureLowest cost per oz Double Duty Detangle & Slip Flaxseed Shampoo $0.67/oz $0.53/oz less

Sulfate-free
Protein-free
Deep clean

· Close function

Function: Film formers
Also: 12 oz bottle

Compare

Paul MitchellClose function Clean Beauty Everyday Shampoo $0.69/oz $0.51/oz less

Sulfate-free
Protein-free
Deep clean

Function: Water-binding (humectants)
Film formers
Also: Prestige tier
33.8 oz bottle

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

Final decision

Should you buy it?

A solid pick for the hair it suits

Best user

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

Biggest tradeoff

Less suited to anyone sensitive to fragrance, oily scalps and fine hair, or dry or damaged hair

Best alternative if not

Creme of Nature Double Duty Detangle & Slip Flaxseed 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

Moisture conscious

Humectants or rich emollients sit in the first eight ingredients.

Propanediol
Glycol Distearate
Glycine Soja (Soybean) Oil

Supported

Helps hair feel hydrated.

gently cleansing

This is a marketing claim; an ingredient list cannot speak to it.

—

Stated by brand

Can’t be confirmed from label.

rich lather

This is a marketing claim; an ingredient list cannot speak to it.

—

Stated by brand

Can’t be confirmed from label.

non-stripping

This is a marketing claim; an ingredient list cannot speak to it.

—

Stated by brand

Can’t be confirmed from label.

all curl types

No formula reads the same on every texture; our fit panel is the better guide.

—

Stated by brand

See the fit panel instead.

free of drying alcohols, sulfates, parabens, phthalates and silicones

No sulfate detergents appear in the ingredient list.

—

Supported

Gentler on colour and coils.

Cruelty-free

Our researched record has this brand as cruelty-free.

—

Supported

Matches our researched record.

color-safe

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

—

Supported

Less fade per wash.

keratin-safe

No protein or amino acid appears in the ingredient list.

Arginine
Aspartic Acid
Glycine

Potential conflict

Not in the ingredient list.

vegan

Our researched record has this brand or product as vegan.

—

Supported

Matches our researched record.

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.

Many reviewers say the shampoo cleanses curls gently without stripping moisture and produces a nice, creamy lather.

Ulta shoppers who purchased the product

Some reviewers say it leaves a filmy or waxy residue on the hair that can make it feel dry with continued use.

Ulta shoppers who purchased the product

A number of reviewers mention scalp itching or irritation developing with continued use.

Ulta shoppers who purchased the product

Several reviewers report noticeable shedding or hair coming out in clumps while using this shampoo.

Ulta shoppers who purchased the product

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.
4 sources consulted for this product (2 manufacturer or regulatory, 1 retailer, 1 editorial), last checked 2026-09-05.
Ingredient references are linked for 15 of 34 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 2026-09-05.

Moisture Rich Curl Shampoo

Is this right for you?

Read from the label, not the marketing

The ingredients that change a decision

What the whole list adds up to

Should you buy it?

What the brand says, and what the formula shows

What people report

More from Kristin Ess

How this page was made

Hair Care Consultation