Pura d'or

Apple Cider Vinegar Thin2Thick Clarifying and Detoxing Shampoo

Shampoo

Shampoo
Vegan · label states
Cruelty-free · label states

Size16 fl oz

Price$15.99 Good valueseen at one store · 16 oz

Price / oz$1.00/ozat 16 oz

Where to buy1 store

Scent:

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

Manufacturer page: purador.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

Expected lather Moderate Not in your profile

Slip / detangling Moderate Not in your profile

Protein Prominent Not in your profile

Silicone / wax buildup None Not in your profile

Clarifying wash needed Low Not in your profile

Sulfates Not determined Not in your profile

Parabens / preservatives Not determined Not in your profile

Essential oils Present Not in your profile

Show all 18 factors we check

The rest of what your plan weighs on this product.

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 Not determined Not in your profile

UV filter None listed Not in your profile

pH adjusted Adjusted Not in your profile

Ingredient list 39 ingredientsA long list Not in your profile

Price tier Masstige Not in your profile

Where to buy it Target · Costco +1Widely sold Not in your profile

The consultation builds your hair profile, then reads every factor in this table against it — and tells you where this product fits, or what to use instead.

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$49.00 once, for your consultation and hair profile. No subscription, no required purchases.

Priced with its peers

$1.00/oz at 16 oz — less than 67% of the 805 shampoos , which mostly run $0.81–3.01/oz.

Price and stores

Great for

Protein-hungry hairthat stretches and stays stretched when wet

Cuticle-smoothing pHa pH adjuster brings it to the acidic range hair prefers

Vegan and cruelty-freeour researched record has it as both

Easy to findsold through several channels

Maybe skip if

this product carries a scent

Protein-sensitive hairthat goes stiff or straw-like on protein

Whether this much cleansing is right for you depends on how fast your scalp oils, how much product you layer, and your water — that is what the consultation works 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.

Expected lather Moderate

An ordinary shampoo lather.

Slip and detangling Moderate

Conditioning agents are present, lower in the list.

Water-binding (humectants) None found

No humectants found — nothing here pulls water into the hair.

Scalp active None

No over-the-counter scalp active.

Needs detergent to remove No

Nothing here needs a detergent wash to remove.

Protein Prominent

Protein high in the list — a strengthening formula, not a moisture one.

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. 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
Decolorized Aloe Vera (Aloe Barbadensis) Leaf Juice	—	—	Neutral
Cetyl Hydroxyethylcellulose	gum	Natural hold and clump definition	Holds
Sodium Hydroxide	pH adjuster	Brings the formula to hair-friendly pH	pH balancer
Keratin	protein	Firms up soft, over-stretchy hair	Protein
Sodium Cocoyl Glutamate	mild anionic cleanser	—	Cleanses
Cocamidopropyl Hydroxysultaine	amphoteric cleanser	—	Cleanses
Polysorbate 20	solubilizer	Keeps oils dissolved in water	Stabilizes
Biotin	vitamin	A marketed vitamin addition	Neutral
Mentha Piperita (Peppermint) OilPeppermint Oil	botanical extract	A trace plant extract	Fragrance
Lavandula Angustifolia (Lavender) OilLavender Oil	botanical extract	A trace plant extract	Fragrance
Cedarwood Oil	fragrance	The scent	Fragrance
Lemon Oil	botanical extract	A trace plant extract	Fragrance

What the list leaves out, and what it carriesProtein sits high: this is a strengthening step rather than a moisture one. Vegan and cruelty-free.

Full ingredient list (39)

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.

1 Decolorized Aloe Vera (Aloe Barbadensis) Leaf Juice
2 Cetyl Hydroxyethylcellulose

General function
A cellulose thickener with a fatty tail, so it thickens and leaves a conditioning film at once.

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

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 keeps flyaways lying down without stiffness.

May not suitMaximum-hold styling
Gum films stay soft. A style that needs firm fixation usually wants a synthetic polymer doing the holding.
- gum
- thickener
- film former
3 Sodium Hydroxide

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

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

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
4 Keratin

General function
The protein hair is made of. On the outside of the strand it fills gaps and firms up the feel for a few washes.

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

May not suitProtein-sensitive hair
A large surface-depositing protein. If protein reliably makes your hair feel rigid, this is the form most likely to do it.

DependsVery dry or highly damaged hair
Unhydrolysed protein is too large to enter the strand. It sits on the surface, which is a coating effect rather than internal reinforcement.
- protein
5 Sodium Cocoyl Glutamate

General function
An amino-acid-derived cleanser, among the mildest in common use, with a low-foam, creamy feel.

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
6 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
7 Polysorbate 20

General function
Keeps fragrance and oils dissolved in a watery formula so it stays clear.

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

General function
Vitamin B7, included for label appeal in thickening and growth-positioned products. Applied to hair it does not reach the follicle.

Supporting ingredient
Listed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChem
- vitamin
9 Polyquaternium-73

General function
A styling polymer used for hold with a light, non-tacky feel.

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
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
10 Thiamin
11 Riboflavin
12 Niacin
13 Pantothenic Acid
14 Pyridoxine
15 Folic Acid
- vitamin
16 Cyanocobalamin
▾Below about this point, order stops being meaningful — these are typically used at 1% or less.
17 Ascorbic Acid
- antioxidant
- vitamin
18 Tocopheryl Acetate · Vitamin E (Tocopheryl Acetate)
- antioxidant
- vitamin
19 Zinc Gluconate
20 Ricinus Communis (Castor) Seed Oil · Castor 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
21 Apple Vinegar
22 Mentha Piperita (Peppermint) Oil · Peppermint Oil

General function
Peppermint essential oil, used for scent and the cooling feeling on the scalp.

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
Essential oils are fragrance. Several carry constituents on the EU list of declared fragrance allergens, so a label with no fragrance line can still be a scented product.
- botanical extract
- essential oil
- fragrance
23 Lavandula Angustifolia (Lavender) Oil · Lavender Oil

General function
Lavender essential oil, used for scent in aromatherapy-positioned products.

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
Essential oils are fragrance. Several carry constituents on the EU list of declared fragrance allergens, so a label with no fragrance line can still be a scented product.
- botanical extract
- essential oil
- fragrance
24 Amla Oil
25 Argania Spinosa Kernel Oil · Argan Oil

General function
Argan oil. A medium-weight oil used for shine and softness on the outside of 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 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
26 Black Cumin Oil
27 Cedarwood Oil
- fragrance
- botanical extract
28 Grapefruit Oil
29 Fo Ti Root Extract
30 Hibiscus Sabdariffa Flower Extract · Hibiscus Flower Extract
- botanical extract
31 Lemon Oil
- botanical extract
- essential oil
- fragrance
32 Stinging Nettle Leaf Extract
33 Rosemary Oil
- botanical extract
- essential oil
- fragrance
34 Saw Palmetto Fruit Extract
- botanical extract
35 Melaleuca Alternifolia (Tea Tree) Leaf Oil · Tea Tree Oil

General function
Tea tree essential oil, used in scalp products for its sharp scent and traditional clarifying reputation.

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
Essential oils are fragrance. Several carry constituents on the EU list of declared fragrance allergens, so a label with no fragrance line can still be a scented product.
- botanical extract
- essential oil
- fragrance
36 Geranium Oil
- botanical extract
- essential oil
- fragrance
37 Bergamot Oil
- botanical extract
- essential oil
- fragrance
38 Xylityl Sesquicaprylate

General function
A fatty ester. Esters give slip and a smooth after-feel; lighter ones read dry and silky, heavier ones read rich.

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
39 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

What the whole list adds up to

10 botanical extracts
8 fragrances
7 essential oils
4 vitamins
3 emollients
2 film formers
2 pH adjusters
2 cleansers
2 antioxidants
2 oils
1 gum
1 thickener
1 protein
1 mild anionic cleanser

Drug facts actives

undefined

This product is an over-the-counter drug as well as a cosmetic. It treats a cosmetic scalp condition; it does not diagnose or treat disease.

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

Price · 16 oz

Seen at $15.99 1 store · checked Sep 5

Good value under $19 Under $1.16/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 $19 line, and products that do this job typically go for about $24 at this size.

Show the price ladder

Price for 16 ozlower is better

Where we’ve seen it1 listing · 1 store

Target
$15.99

16 oz · $1.00/oz

Sep 5Lowest per oz

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

16 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.
Seen at $15.99 is the price we have observed for the 16 oz. We need three stores before we call a price commonly seen.
Good value under $19 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $1.16/oz; at 16 oz that is $19. Under that line you are paying less than most of them.
About $24 is what those same products typically cost at this size — the midpoint of their prices per ounce, scaled to 16 oz.

Formula

Formula score

9 of 10

A complete read of the format at an ordinary price: mid-range per ounce among shampoos, with the working systems present.

How the score is counted

1 products that do the same job cost less per ounce
Costs less per ounce than 67% of the 805 shampoos we’ve priced
Covers 6 of the 7 things a shampoo should do
Masstige tier, sold at Target and Costco

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 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.

Head & ShouldersLowest cost per oz Royal Oils Sulfate Free Scalp Care Shampoo $0.66/oz $0.34/oz less

Budget

· Close function

Function: Needs detergent to remove
Film formers
Also: Drugstore tier
12.8 oz bottle

Compare

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

Should you buy it?

A solid pick for the hair it suits

Best user

Soft, over-stretchy hair — for protein high in the formula and a formula brought to an acidic pH

Biggest tradeoff

Less suited to anyone sensitive to fragrance or hair that stiffens on protein

Best alternative if not

Head & Shoulders Royal Oils Sulfate Free Scalp Care 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, against what the formula shows

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.

SupportedBacked by ingredients

Partly supportedSome supporting logic

Stated by brandNo clear evidence

Potential conflictFormula works against claim

Contains 15 DHT blockers and key active ingredients

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

—

Stated by brand

Can’t be confirmed from label.

Clarifies and detoxifies from excess oil and buildup

The detergent strength of this formula is not recorded.

Sodium Cocoyl Glutamate
Cocamidopropyl Hydroxysultaine

Stated by brand

Can’t be confirmed from label.

Addresses thinning hair and shedding

Density and growth are cosmetic claims an ingredient list cannot settle.

Biotin
Folic Acid
Ascorbic Acid

Stated by brand

Not something a label can show.

USDA Biobased

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

—

Stated by brand

Can’t be confirmed from label.

How to read 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

What people report

Recurring themes our researchers wrote in their own words from sourced reviews. We do not store or scrape star ratings.

A recurring complaint is packaging that leaks in transit, arriving spilled or partially empty.

Multiple reviewers describe the shampoo as an effective, clean-feeling clarifying formula with a scent they like.

Several reviewers report it helps with scalp irritation and leaves hair feeling soft and manageable.

A few reviewers report scalp burning or irritation strong enough that they stopped using it after only a couple of uses.

How this page was made

Everything above is generated from our researched product record — identity, the ingredient list as printed, the brand's own claims, dated price observations, and review themes written in our researchers' own words. No part of this page is written per 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 (1 manufacturer or regulatory, 1 retailer, 2 editorial), last checked 2026-09-06.
Ingredient references are linked for 3 of 13 product-aware annotations on this page. Fit notes are conditional formulation guidance, not a conclusion about the finished product or about you.
We have not tested this product in a lab and we do not physically test your hair. Formula readings come from the ingredient list; behaviour claims are labelled as the brand's.
Ingredient order tells you relative amount only above roughly 1%. Prices are observations on the dates shown and change without notice.
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 v22. Record last updated 2026-09-06.

Apple Cider Vinegar Thin2Thick Clarifying and Detoxing 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

Drug facts actives

Should you buy it?

What the brand says, against what the formula shows

What people report

More from Pura d'or

How this page was made

Your personalized hair plan