Shampoo / Clarifying, deep-cleaning
Scent:
The ingredient list declares fragrance. What it smells of is not stated, and we do not guess.
Listing used for research: target.com
Personal fit
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Your avoid-list
Same job for less elsewhere
$4.14/oz at 13.5 oz — more than 88% of the 805 shampoos , which mostly run $0.81–3.01/oz.
Great for
Maybe skip if
What the formula actually does
Each row says where it comes from: F means we derived it from this product’s own ingredient list, S means it is a claim the brand makes that the formula neither confirms nor contradicts.
Removes oil, buildup, and most residue — a reset wash.
Thick foam that spreads quickly through the hair.
Conditioning agents are present, lower in the list.
Humectants in the working part of the formula.
No over-the-counter scalp active.
Chelators are present — they bind hard-water and pool minerals.
Nothing here needs a detergent wash to remove.
Protein appears, low enough to be a supporting ingredient.
Fragrance is listed; it sits below the working ingredients.
Ingredients that matter
The workhorse ingredients plus anything lower down that changes a decision. These chips name what an ingredient does — they are not safety scores, and no ingredient here is rated good or bad on its own.
| Ingredient | What it does | Why it matters | Chip |
|---|---|---|---|
| WaterWater (Eau) | solvent | The base everything else is dissolved in | Neutral |
| Sodium C14-16 Olefin Sulfonate | olefin sulfonate cleanser | — | Cleanses |
| Cocamidopropyl Betaine | amphoteric cleanser | — | Cleanses |
| Sodium Chloride | salt | Thickens the formula | Stabilizes |
| Sodium Gluconate | hard-water chelator | Binds trace metals | Stabilizes |
| Glutamic Acid | amino acid | A trace of amino acids | Protein |
| CysteineCysteine HCl | amino acid | A trace of amino acids | Protein |
| Serine | amino acid | A trace of amino acids | Protein |
| Hydrolyzed Keratin | film former | A supporting film former | Protein |
| Collagen Amino Acids | amino acid | A trace of amino acids | Protein |
| Hydrolyzed Elastin | protein | A small amount of protein | Protein |
| FragranceFragrance (Parfum) | fragrance | The scent | Fragrance |
US labelling rules put ingredients above 1% in descending order of amount; below 1% they may be listed in any order. Annotations keep three readings separate: the ingredient's general function, its role in this product type, and what its position can support.
The base of almost every rinse-off and cream hair product. It carries everything else and is normally the first ingredient on the label.
Listed in the first three ingredients, it is likely a structural part of this formula.
A strong non-sulfate detergent used in "sulfate-free" shampoos. It cleans about as thoroughly as a sulfate despite the label difference.
Listed in the first three ingredients, it is likely a structural part of this formula.
A strong detergent with no sulfate on the label. It removes deposited films about as completely as a sulfate does.
Sulfate-free on the label is a naming fact, not a mildness one: this is an efficient detergent, and hair short of moisture can feel it.
A mild coconut-derived co-cleanser that boosts foam and softens the effect of stronger detergents. It appears in most shampoos, gentle or not.
Listed in the first three ingredients, it is likely a structural part of this formula.
Mild cleansing leaves more surface lubrication in place on hair that dries out quickly.
The mildest detergents are also the least complete: a routine that deposits films needs something stronger periodically.
Among the mildest detergents in use — it is what baby shampoos are built on — but it is almost always the second detergent in a formula. How much a wash strips is still decided by the primary detergent listed above it.
Table salt. In shampoo it is used to thicken the liquid, not to treat the hair.
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
A gentle, biodegradable chelator that binds hard-water minerals in place of EDTA.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Binds the calcium and magnesium in hard water, which is what stops mineral deposits accumulating on the strand wash after wash.
Copper and iron carried in tap water deposit on the strand and read as a dull, warm cast on gray or light hair. A chelator holds those metals in solution so the wash carries them off.
An amino acid used for moisture binding and to bring the formula to an acidic pH.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Amino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.
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.
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
A sulfur amino acid from hair protein, used in repair-positioned formulas.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Amino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
One of the amino acids that make up hair protein, added for water binding.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Amino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
The smallest amino acid in hair protein, added for moisture binding.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Amino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
One of the amino acids that make up hair protein, added for moisture binding.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Amino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
Fragments of the same protein hair is made of. They fill gaps on damaged strands and make hair feel firmer for a few washes.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Filling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.
Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
How rigid the finish is depends on which polymer it is and what the formula pairs with it, not on there being one.
An amino acid of the kind hair protein is built from. Small enough to sit inside the cuticle, and used for water binding rather than strength.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Amino acids are the smallest protein fraction and bind water as well, so they add far less stiffness than a hydrolysed protein does.
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.
The lightest option in the protein family, but still protein — worth watching if protein reliably stiffens your hair.
An animal-derived protein used for elasticity and body claims.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Filling surface gaps evens out the cuticle, which is part of what makes damaged hair comb and reflect light more like undamaged hair.
Hydrolysed fragments are small enough to sit in the gaps of a worn cuticle for a wash or two, temporarily restoring stiffness and cutting breakage in combing.
A small water-loving molecule that draws moisture into the hair and holds it there. It is the most common softening ingredient in conditioners and leave-ins.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
High-porosity hair loses water fast; a humectant holds some of it in place for longer than the wash itself would.
Binds water into the outer layers of the strand, and water is what makes dry hair flexible again rather than brittle.
Water moves both ways. Measured across concentrations, glycerin solutions give water up in some conditions and take it from the air in others. What it does for you depends on how much of it is there and on the air around it.
An undisclosed blend of scent ingredients. Regulations let it stay unlisted, so a fragrance-free product is the only way to be certain what is not in it.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Declared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
Used to bring the product to a slightly acidic pH, which helps the cuticle lie flat. It is almost always near the end of the list.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Holds hard-water minerals in solution so they rinse away instead of depositing on the hair.
The acid side of pH adjustment, and the reason it matters is measured: alkaline formulas raise the fibre's surface negative charge, increase friction between strands and lift the scales, while lower-pH ones do the reverse.
Where a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.
A wax that gives shampoo its pearly look and a slightly richer feel.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Emollients fill and smooth the surface of the strand, which lowers the friction that lifts the cuticle and reads as roughness.
A cellulose-based conditioning polymer that leaves a thin, static-reducing film. Very common in shampoos as the ingredient that keeps them from stripping.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Cationic polymers hold a curl loosely and stay soft, which is why they turn up in definition products rather than firm-hold ones.
A cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.
Film formers are what hold a style: they dry into a connected film across the strands so the shape resists movement.
A light carrier that keeps a formula flexible and helps other ingredients spread.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Light and water-binding rather than oily, so it hydrates without contributing weight.
A small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.
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.
A small humectant and solvent that keeps formulas stable and helps active ingredients spread.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
Light and water-binding rather than oily, so it hydrates without contributing weight.
A small water-binding solvent. It holds moisture and helps the rest of the formula spread evenly over the strand.
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.
A jasmine-like fragrance component named separately as a recognised allergen.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
One of the 26 scent components the EU requires to be named individually above a threshold. It is named because it is a known contact allergen, not because it is unusual.
A certified colour added to tint the product itself. It does not colour hair.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
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.
A certified colour that tints the product itself. It does not colour hair.
It appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
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.
Ingredient list captured 2026-09-06. Formulas change — check the package in your hand when an ingredient matters to you.
Price · 13.5 oz
Priced above the products that do the same job. Stores sell it above the $20 line; products that do this job typically go for about $25 at this size.
Sizes
The 16.5 oz costs 77% less per ounce than the 13.5 oz.
13.5 ozmost listed
16.5 ozBest per ounce
Sorted by price per ounce. Dated observations from our research, not live prices. Direct store pages, no affiliate links. We don’t sell this product.
Formula
The formula carries what a shampoo is built around, and 5 products we score as close matches cost at least a quarter less per ounce. The difference is buying the label, not a different formula.
The formula score is completeness for the job: the share of the systems this product type is normally built around that we can find in this list, weighted. It is not efficacy, not quality, and it never compares across product types.
Does the same job, for less
Same derived functions — what it cleans, conditions, coats or holds — at a lower cost per ounce. Scent, texture and where you buy it can still differ.
See more alternatives in the product library
These are functional neighbours, not personal recommendations — they are close on formula, not chosen for anyone. Get the one that fits your hair, routine, and budget
Final decision
Colour-treated hair — for washing without sulfates and a proper reset wash
Less suited to anyone sensitive to fragrance, dry or damaged hair, or anyone who wants to pick it up locally
Consider It's a 10 Miracle Volumizing Daily Shampoo, for similar results at a lower price
We do not sell products or take placement fees. This page states what the formula and the prices show; the consultation is what matches it to a person.
Claims check
Claims are quoted from the brand. We only mark one supported, partly supported, or conflicting when the ingredient list actually speaks to it; everything else stays "stated by the brand", which is not a criticism — most claims simply cannot be read off a label.
Helps repair up to 5 types of damage in minutes, rebuild broken bonds, and restore up to 2 years of protein loss
Protein or ceramides are present, but low enough that this reads as support, not treatment.
Supports the surface, not a treatment.
2.7% HYDROLINK BONDER technology, Amino5 Complex, 96% less breakage
A brand-run study. We report it as stated and do not repeat the number as fact.
—
Only the brand’s testing shows this.
0% sulfates or silicones
A brand-run study. We report it as stated and do not repeat the number as fact.
—
Only the brand’s testing shows this.
We look at the first 10–15 ingredients and what they do in a formula — not marketing. If the list doesn't speak to a claim, we don't assume.
Reviewers
Recurring themes our researchers wrote in their own words from sourced reviews. We do not store or scrape star ratings.
Reviewers frequently say it smells pleasant, lathers well and leaves hair feeling soft and healthy
Amazon verified purchasers, scent tagged in 30 of the AI-summarized review facetsSeveral reviewers with thinning or falling-out hair reported their hair became fuller and shed less after switching to this shampoo
reviewers describing prior hair loss or thinningOne reviewer with dry, chemically damaged hair found the effect plateaued over time, the lather was thin, and it built up a waxy layer requiring a clarifying shampoo
a reviewer with dry, color-treated/bleached hairA number of reviewers say it leaves hair greasy or oily at the roots, and hair condition feedback is mixed
retailer-generated review summary, greasiness tagged in 19 of the AI-summarized facets
