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.
Pura d'or
Apple Cider Vinegar Thin2Thick Clarifying and Detoxing Shampoo
Shampoo / Gentle cleanser, gentle
- Shampoo
- Sulfate-free
- Silicone-free
- Vegan · label states
- Cruelty-free · label states
Size8 fl ozusual store size · 2 sizes
Price$15.99seen at one store · 16 oz
Price / oz$1.12/ozat 16 oz
Where to buy3 stores · $15.99–19.99
Add it to your products. We’ll tell you if it’s ever recalled.
Scent:
Reviewers describe it as fresh.
Manufacturer page: purador.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.
- About 20 minutes, and your answers save as you go.
- Every product matched against your hair across the 23 factors we check.
- A personalized routine built around your schedule, styling habits, and local weather.
- Find products that do the same job at a lower cost.
- 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
$99 with 12 months. Pay once; the year renews only if you choose.
Factor
Your profile
Fit
Best for hair types
All types
Not in your profile
Moisture level
High
Not in your profile
Cleansing strength
Gentle
Not in your profile
Slip / detangling
Moderate
Not in your profile
Weight on hair
Medium
Not in your profile
Fragrance
None listed
Not in your profile
Protein
Prominent
Not in your profile
Silicone / wax buildup
None
Not in your profile
Clarifying wash needed
Moderate
Not in your profile
Scent
Fresh & airyStrength not recorded
Not in your profile
Show all 23 factors we check
The rest of what your plan weighs on this product.
Sulfates
None listed
Not in your profile
Parabens / preservatives
None of these listed
Not in your profile
Essential oils
Present
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
None
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, 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.
Your avoid-list
Priced with its peers
$1.12/oz at 16 oz, less than 61% of the 1544 shampoos , which mostly run $0.79–3.04/oz.
Great for
no fragrance (parfum) on the label, but still scented
Colour-treated hairthat fades faster in a sulfate wash
Frequent washerswho want gentler cleansing
Protein-hungry hairthat stretches and stays stretched when wet
Curly-method routinesno sulfates and no water-insoluble silicones
Silicone-free routinesno silicones appear in the list
Maybe skip if
this product has a scent
Protein-sensitive hairthat goes stiff or straw-like on protein
Heavy product buildupthis is not a clarifying wash
A squeaky-clean feelthis deliberately leaves conditioning behind
Dry or very humid airwhere heavy humectants work against you
Hard waterno chelator here to bind the minerals
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
Gentle
Removes light dirt and oil without stripping.
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
None
No chelating agent in the list.
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.
Fragrance
None listed
No fragrance is listed.
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 |
|---|---|---|---|
| Aloe Barbadensis Leaf JuiceDecolorized Aloe Vera (Aloe Barbadensis) Leaf Juice | humectant | Pulls water into the hair | Moisturizes |
| 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 |
| Zinc Gluconate | active | A secondary active | Active |
| 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 |
What the list leaves out, and what it carriesThe list carries no sulfates, silicones, or drying alcohols. Protein sits high: this is a strengthening step rather than a moisture one. Vegan and cruelty-free.
Full ingredient list (39)
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
Aloe Barbadensis Leaf Juice
· Decolorized Aloe Vera (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 ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitCurls or waves needing flexible holdGums thicken and set soft, which gives definition that bends rather than a rigid cast.
May suitFine or easily flattened hairHydration with no oil attached, so it adds very little weight even high on a list.
May suitVery dry or highly damaged hairAloe 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
-
2
Cetyl Hydroxyethylcellulose
General function
A cellulose thickener with a fatty tail, so it thickens and leaves a conditioning film at once.
Leading ingredientListed in the first three ingredients, it is likely a structural part of this formula.
May suitCurls or waves needing flexible holdA 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 hairA soft film binds neighbouring strands together, which is most of what helps flyaways lie down.
May not suitMaximum-hold stylingGum 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 ingredientListed in the first three ingredients, it is likely a structural part of this formula.
International Journal of TrichologyDependsFrizz-prone, damaged, or high-friction hairThe 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.
- 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 ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May not suitProtein-sensitive hairA 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 hairUnhydrolysed 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 ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
PubChemMay suitCurls or waves needing flexible holdThe 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 hairA gentler detergent leaves more of the surface oil that slows water loss from coarse or porous hair.
May suitVery dry or highly damaged hairCleanses 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
-
6
Cocamidopropyl Hydroxysultaine
General function
A mild co-cleanser that keeps foam stable in hard water.
Supporting ingredientListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
May suitDry, coarse, or high-porosity hairMild cleansing leaves more surface lubrication in place on hair that dries out quickly.
May suitVery dry or highly damaged hairOne 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 routinesThe 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 ingredientListed 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 ingredientPubChemListed in positions 4–8, it likely makes a meaningful contribution alongside the formula's main ingredients.
- vitamin
-
9
Polyquaternium-73
General function
A styling polymer used for hold with a light, non-tacky feel.
Secondary ingredientLower 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 holdCationic 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 hairA cationic polymer stays on the hair through rinsing, which is what keeps static and combing friction down after the wash.
May suitMaximum-hold stylingFilm 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
- conditioning agent
- vitamin
- 13 Pantothenic Acid
- 14 Pyridoxine
-
15
Folic Acid
- vitamin
-
16
Vitamin B12
· Cyanocobalamin
- vitamin
- ▾Below about here, the order stops meaning much. These are usually used at 1% or less.
-
17
Ascorbic Acid
- antioxidant
- vitamin
-
18
Tocopheryl Acetate
· Vitamin E (Tocopheryl Acetate)
- antioxidant
- vitamin
-
19
Zinc Gluconate
- active
- mineral
-
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 zoneIt 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 hairCoats 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 hairA 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 zoneIt 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 routinesEssential 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 zoneIt 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 routinesEssential 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 zoneIt 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 hairCoats 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 hairA 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
Citrus Paradisi (Grapefruit) Peel Oil
· Grapefruit Oil
General function
The essential oil of Grapefruit (Citrus Paradisi). Essential oils are aromatic — they are in the formula for scent, and they are a common source of declared fragrance allergens.
Estimated lower-concentration zoneIt 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 routinesDeclared fragrance. On a fragrance-sensitive routine this is the line that decides it, wherever it sits on the label.
- fragrance
- botanical extract
- 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 zoneIt 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 routinesEssential 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 zoneIt 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 hairA light emollient: it softens the surface with noticeably less weight than an oil or a butter.
May suitFrizz-prone, damaged, or high-friction hairSpreads 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 zoneIt appears around or below the estimated 1% line, where label order no longer indicates relative amount; its role may be minor or technical.
International Journal of TrichologyMay suitBuild-up-sensitive routinesHolds hard-water minerals in solution so they rinse away instead of depositing on the hair.
May suitFrizz-prone, damaged, or high-friction hairThe 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 hairWhere a warm cast comes from water minerals rather than from the hair itself, holding those metals in solution is what removes it.
- pH adjuster
- hard-water chelator
What the whole list adds up to
- 12 botanical extracts
- 9 fragrances
- 7 essential oils
- 6 vitamins
- 3 emollients
- 2 gums
- 2 film formers
- 2 pH adjusters
- 2 cleansers
- 2 antioxidants
- 2 oils
- 1 humectant
- 1 thickener
- 1 protein
Ingredient list captured 2026-09-05. Formulas change, so check the package in your hand when an ingredient matters to you.
Price · 16 oz
Seen at
$15.99
Good value under
$18
Good value on sale. Some stores sell it under the $18 line; products that do this job typically go for about $22 at this size.
Show the price ladder
Where we’ve seen it2 listings · 2 stores
-
Target
$15.9916 oz · $1.00/ozOct 22Lowest per oz
-
purador.com
$19.9916 oz · $1.25/ozOct 22
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 $18 comes from the 8 products we score as doing the same job as this one. A quarter of them cost less than $1.13/oz; at 16 oz that is $18. Under that line you are paying less than most of them.
- About $22 is what those same products typically cost at this size: the midpoint of their prices per ounce, scaled to 16 oz.
Formula
10
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
- Costs less per ounce than 61% of the 1544 shampoos we’ve priced
- Covers 7 of the 7 things a shampoo should do
- Masstige tier, sold at Target and Costco
- Masstige tier
- 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
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.
Pura d'orClosest function
Scalp Therapy Shampoo
$1.25/oz $0.13/oz more
- Fragrance-free
- Sulfate-free
- Gentle cleanse
- Function
- Also
Alba BotanicaLowest cost per oz
Ocean Surf Repair & Refresh Shampoo
$0.85/oz $0.27/oz less
- Sulfate-free
- Gentle cleanse
- Curly method
- Function
- Also
Oyin HandmadeLighter feel
Honey Wash – hydrating shampoo
$1.15/oz $0.03/oz more
- Sulfate-free
- Curly method
- Lightweight
- Function
- Also
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 suitsBest user
People sensitive to fragrance, for a formula with no added fragrance and washing without sulfates
Biggest tradeoff
Less suited to anyone sensitive to fragrance, hair that stiffens on protein, or heavy buildup that needs a clarifying wash
Best alternative if not
Nothing in our library matches it closely 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.
0
SupportedBacked by ingredients
0
Partly supportedSome supporting logic
3
Stated by brandNo clear evidence
1
Potential conflictFormula works against claim
Clarifies and detoxifies from excess oil and buildup
The detergent system is gentle; it is unlikely to clear heavy build-up on its own.
- Sodium Cocoyl Glutamate
- Cocamidopropyl Hydroxysultaine
Potential conflict
Too gentle for real build-up.
Addresses thinning hair and shedding
Density and growth are cosmetic claims an ingredient list cannot settle.
- Aloe Barbadensis Leaf Juice
- Biotin
- Niacin
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 at the marketing. If the list doesn't speak to a claim, we don't assume.
Reviewers
What people report
Themes that come up again and again in sourced reviews, written by our researchers in their own words. We don’t store or scrape star ratings.
A 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.
More from Pura d'or
How this page was made
- Everything above comes from our researched product record: identity, the ingredient list as printed, the brand's own claims, dated prices and review themes our researchers wrote in their own words. No part of this page is written by hand for one product.
- The value band is a fixed label over two stored numbers: this product’s cost per ounce as a percentile of every product of this type we have priced, each at the size it is most often sold in, and how many products we score as doing the same job cost at least a quarter less per ounce.
- Both scores out of ten are defined on this page. The formula score is completeness for the job, computed from a fixed per-format checklist shown beneath the gauge; the price score is cost per ounce against every product of this type we have priced.
- The "Is this right for you?" panel reads only your own consultation answers, and it applies exactly the filters our recommendation engine applies. It is computed when you load the page and is never stored on it.
- 5 sources consulted for this product (1 manufacturer or regulatory, 1 retailer, 3 editorial), last checked 2026-10-22.
- Ingredient references are linked for 3 of 15 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 2026-09-06.
